Pengaruh Langsung dan Tidak Langsung antara Kesadaran Merek serta Asosiasi Merek terhadap Ekuitas Merek (Studi pada Pelanggan Hypermarket di Kota Malang)

Mahendratama, DyanPrakosa (2011) Pengaruh Langsung dan Tidak Langsung antara Kesadaran Merek serta Asosiasi Merek terhadap Ekuitas Merek (Studi pada Pelanggan Hypermarket di Kota Malang). Magister thesis, Universitas Brawijaya.

Abstract

Tujuan penelitian ini menyelesaikan pengaruh brand awareness dan brand associations terhadap brand loyality, m enyelesaikan perceived quality sebagai variabel yang memediasi pengaruh brand awareness dan brand associations terhadap brand loyality , menyelesaikan pengaruh brand awareness, brand associations dan brand loyality terhadap brand equity , m enyelesaikan pengaruh brand awareness dan brand associations terhadap brand equity apabila dimediasi oleh brand loyality. Populasi dari penelitian ini adalah konsumen yang berbelanja di hypermarket yang ada Kota Malang, yaitu, Carrefour, Giant dan Matahari hypermat . Karena jumlah populasi tidak dapat diketahui secara pasti, maka besarnya sampel ditentukan dengan mengkalikan 25 dengan variabel independen, maka besarnya sampel yang digunakan adalah 4 X 25 = 100 responden. Analisis data yang digunakan dalam penelitian menggunakan Analisis Jalur ( Path Analysis ). Hasil penelitian menunjukkan bahwa brand loyality dipengaruhi oleh brand awareness dan brand associations , perceived quality memperkuat pengaruh brand awareness dan brand associations terhadap brand loyality , brand awareness dan brand loyality berpengaruh terhadap brand equity , sedangkan brand associations tidak mempengaruhi brand equity, brand loyality tidak dapat memediasi pengaruh brand awareness dan dan mampu memediasi brand associations terhadap brand equity.

English Abstract

purpose of this study resolve influence of brand awareness and brand associations on brand loyality, completed perceived quality as variables that mediate influence of brand awareness and brand associations on brand loyality, completing influence of brand awareness, brand associations and brand loyality to brand equity, brand awareness and complete effect brand associations on brand equity when mediated by brand loyality. population of this research is that consumers who shop at hypermarket that re Malang, namely, Carrefour, Giant and Mataharihypermat. Because population can not be known for certain, n sample size is determined by multiplying 25 with independent variable, n sample size used is 4 X 25 = 100 respondents. Analysis of data used in research using Path Analysis (Path Analysis). results showed that brand loyality is influenced by brand awareness and brand associations , perceived quality to streng n influence of brand awareness and brand associations on brand loyality , brand awareness and brand loyality effect on brand equity , while brand associations do not affect brand equity , brand loyality is not to mediate influence brand awareness and brand and is able to mediate association of brand equity .

Item Type: Thesis (Magister)
Identification Number: TES/658.827/MAH/p/041102862
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Endro Setyobudi
Date Deposited: 07 Oct 2011 11:15
Last Modified: 07 Oct 2011 11:15
URI: http://repository.ub.ac.id/id/eprint/159945
Full text not available from this repository.

Actions (login required)

View Item View Item