Muhammad (2013) Pengaruh Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty Terhadap Brand Equity (Survei Pada Konsumen Usia Remaja Di Kelurahan Purwantoro Kecamatan Blimbing Malang Yang Menggunakan. Sarjana thesis, Universitas Brawijaya.
Abstract
Kondisi Persaingan Merek Provider Operator Telepon Seluler Yang Semakin Ketat, Mendorong Konsumen Untuk Melakukan Pembelian Terhadap Merek Yang Mampu Memberikan Nilai Lebih Dibanding Merek Lainnya. Kekuatan Suatu Merek Di Pasar Dipengaruhi Oleh Ekuitas Merek Yang Terdapat Pada Merek Tersebut. Ekuitas Merek Dianggap Sebagai Cerminan Atas Nilai Tambah Yang Dimiliki Suatu Merek. Pembentukan Ekuitas Merek Dipengaruhi Oleh Dimensi-Dimensi Pembentuknya, Seperti Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Dan Loyalitas Merek. Konsumen Akan Mampu Mengingat Suatu Merek, Jika Merek Tersebut Mampu Memberikan Nilai Lebih Kepadanya, Sehingga Persepsi Akan Kualitas Yang Diberikan Merek Tersebut Semakin Lama Semakin Kuat Terbentuk Seiring Dengan Bertambahnya Pengalaman Konsumen, Serta Kepuasaan Yang Dirasakan Terhadap Merek Tersebut Yang Akhirnya Membuat Konsumen Tersebut Loyal Pada Merek Tersebut. Hal Tersebut Sejalan Dengan Tujuan Penelitian Ini Untuk Mengetahui Dan Menjelaskan Pengaruh Secara Bersama-Sama Dan Sendiri-Sendiri Dari Variabel Brand Awareness, Brand Association, Perceived Quality Dan Brand Loyalty Terhadap Brand Equity. Jenis Penelitian Yang Digunakan Adalah Penelitian Eksplanatori Dengan Pendekatan Kuantitatif. Sampel Dalam Penelitian Ini Sebanyak 77 Responden Yang Merupakan Penghuni Usia Remaja Dengan Rentang Usia 15-23 Di Wilayah Kelurahan Purwantoro Yang Tinggal Di Rw 17, Rw 18 Dan Rw 19 . Metode Pengumpulan Data Yang Digunakan Adalah Survei Dengan Menggunakan Kuesner. Analisis Data Yang Digunakan Dalam Penelitian Ini Menggunakan Analisis Statistik Deskriptif Dan Statistik Inferensial Yang Terdiri Dari Korelasi Parsial Dan Regresi Linier Berganda Dengan Uji Hipotesis F Dan Uji Hipotesis T. Hasil Penelitian Menunjukkan Bahwa Variabel-Variabel Bebas Meliputi Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty (X4) Secara Bersama-Sama Atau Sendiri-Sendiri Mempunyai Pengaruh Yang Signifikan Terhadap Brand Equity (Y). Hal Ini Ditunjukkan Dengan Nilai Fhitung Sebesar 21,978 Dengan Signifikansi F Sebesar 0.000 (P < 0.05) Dan Nilai Adjusted R Square Sebesar 0,525. Hal Ini Berarti Kemampuan Variabel-Variabel Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty (X4) Memberikan Kontribusi Secara Bersama-Sama Terhadap Brand Equity (Y) Sebesar 52,5 % Dan Sisanya 47,5% Dipengaruhi Oleh Variabel Lain Yang Tidak Diteliti Dalam Penelitian Ini. Dalam Penelitian Ini Dapat Diketahui Juga Bahwa Secara Sendiri-Sendiri (Parsial) Keempat Variabel Bebas Meliputi Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty (X4) Memiliki Pengaruh Yang Signifikan Terhadap Brand Equity (Y) Karena Di Lihat Dari Nilai Signifikan T Masing-Masing Variabel Bebas Memiliki Probabilitas Lebih Kecil Dari 0,05 (P< 0,05).
English Abstract
The Competitive Condition That Happened At Provider Brand Mobile Phone Operators Are Increasingly Stringent, Encouraging Consumers To Buy The Brand That Is Able To Provide More Value Than Other Brands. The Power Of A Brand Within A Market Affected By Brand Equity. Brand Equity Is Considered As Reflecting The Added Value Of A Brand. Establishment Of Brand Equity Is Influenced By Its Constituent Dimensions, Such As Brand Awareness, Brand Associations, Perceived Quality, And Brand Loyalty. Consumers Will Able To Remember A Brand, If The Brand Is Able To Deliver More Then Value To Him, So The Perception Of The Quality Of A Given Brand Formed Progressively Stronger With Increasing Consumer Experience, As Well As The Satisfaction That Is Felt Towards The Brand That Eventually Makes Consumers Loyal To The Brand. This Is Consistent With The Goal Of This Research Is To Identify And Explain The Influence Jointly And Severally From Brand Awareness Variable, Brand Association, Perceived Quality And Brand Loyalty To Brand Equity. This Type Of Research Is Explanatory Research With Quantitative Approach. The Samples In This Study Were 77 Respondents Who Are Residents Of The Teens In The 15-23 Age Range Who Live In The Village Purwantoro Rw 17, Rw 18 And Rw 19. Data Collection Method Used Was A Survey Using Questionnaire. Data Analysis Used In This Study Are Descriptive Analysis And Multiple Regression Analysis Which Consist Of Partial Correlation And Multiple Linear Regression To Test Hypotheses F And Test The Hypothesis T. The Results Showed That The Independent Variables Include Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty (X4) Jointly Or Individually Have A Significant Impact On Brand Equity (Y) . This Is Indicated By The Value Fcount F 21.978 With A Significance Of 0.000 (P <0.05) And Adjusted R Square Value Of 0.525. This Means That The Ability Of Brand Awareness Variables (X1), Association (X2), Perceived Quality (X3), Brand Loyalty (X4) Contribute Jointly Towards Brand Equity (Y) By 52.5% And The Remaining 47 , 5% Is Influenced By Other Variables Not Examined In This Study. In This Study It Is Known Also That The Own-Own (Partial) Four Independent Variables Include Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty (X4) Has A Significant Influence On Brand Equity (Y ) Significant T Value Of Each Independent Variable Has A Probability Of Less Than 0.05 (P <0,05).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2013/565/051400638 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 05 Feb 2014 09:46 |
| Last Modified: | 22 Oct 2021 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/116108 |
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