The Effect Of Product Quality, Perceived Value, And Brand Love Towards Brand Loyalty A Case On People In Malang As Yamaha’s Consumer

Soebekti, David Kurniawan (2018) The Effect Of Product Quality, Perceived Value, And Brand Love Towards Brand Loyalty A Case On People In Malang As Yamaha’s Consumer. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, nilai keuntungan, dan kecintaan terhadap loyalitas merek dari konsumen Yamaha baik secara parsial dan simultan pada konsumen sepeda motor Yamaha di kota Malang. Jenis penelitian ini adalah Explanatory Research. Penelitian ini dilakukan di Malang. Kuesioner ini telah didistribusikan sebanyak 120 secara acak kepada setiap konsumen yang telah membeli sepeda motor Yamaha setidaknya sekali. Teknik pengambilan sampel menggunakan purposive sampling dan instrumen penelitian diuji menggunakan Uji Validitas, Uji Realibilitas, dan Uji Asumsi Klasik. Hipotesis yang digunakan Partial (T-Test). Hasil analisis data dari regresi berganda menunjukkan bahwa kualitas produk, nilai keuntungan, dan kecintaan merek perusahaan memiliki pengaruh yang signifikan secara parsial terhadap loyalitas merek. Dari hasil pengujian, uji dominan menunjukkan bahwa variabel kecintaan merek memiliki pengaruh dominan terhadap loyalitas merek. Hasil dari penelitian ini dapat diterapkan untuk strategi pemasaran bagi perusahaan dan pihak yang berkepentingan untuk mempertahankan dan memaksimalkan kualitas produk, nilai keuntungan, dan kecintaan merek untuk mendapatkan efek positif di mata konsumen dan konsumen potensial yang dapat menyebabkan loyalitas pelanggan

English Abstract

This research aims to examine the influence of product quality, perceived value, and brand love towards brand loyalty of Yamaha’s consumer either partially and simultaneously on Yamaha motorcycle consumers in Malang city. This type of research is Explanatory Research. This research conducted at Malang. This questionnaire has been distributed as much as 120 randomly distributed to every consumer who has bought Yamaha motorcycle at least once. The sampling technique used purposive sampling and the research instruments were tested using the Validity Test, Realibility Test, and Classical Assumption Test. The hypothesis used Partial (T-Test). Results of the data analysis from multiple regression showed that product quality, perceived value,and brand love of the company have a significant effect partially to brand loyalty. From the test results, the dominant test show that variables brand lvoe has a dominant to influence on brand loyalty. The results from this study can be applied to marketing strategy for companies and interested parties for retaining and maximizing product quality, perceived value, and brand love to get a positive effects in the eyes of consumers and potential consumers that can lead to customer loyalty

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2018/533/051810300
Uncontrolled Keywords:	kualitas produk, nilai keuntungan, dan kecintaan merek, product quality, perceived value, and brand love
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	21 Jun 2019 01:43
Last Modified:	20 Oct 2021 07:19
URI:	http://repository.ub.ac.id/id/eprint/162829

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