Adhitama, Sonny Tri (2018) Pengaruh Brand Image Dan Perceived Quality Terhadap Brand Loyalty (Studi Kasus Pada Media Sosial Facebook Group Xiaomi Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui pengaruh Brand Image dan Perceived Quality terhadap Brand Loyalty smartphone Xiaomi pada media sosial Facebook Group Xiaomi Indonesia. Jenis penelitian ini adalah explanaratory reaserch melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 250 responden dan uji hipotesis yang dilakukan menggunakan uji T, uji F dan uji R2.. Analisis data yang digunakan adalah analisis regresi linier berganda dan software SPSS 24. Hasil pengujian uji F pada penelitian ini sebesar 285,281. Variabel Brand Image terhadap Brand Loyalty sebesar 2,905. Hasil dari pengujian terhadap variabel Perceived Quality terhadap Brand Loyalty sebesar 23,603. Hasil selanjutnya adalah nilai Adjusted R Square menunjukkan bahwa besarnya pengaruh antar variabel adalah sebesar 0,695, yang berarti bahwa terdapat pengaruh antara Brand Image dan Perceived Quality terhadap Brand Loyalty pengguna smartphone Xiaomi di media sosial Facebook Group Xiaomi Indonesia sebesar 69,5% dan sisanya 30,5% adalah variabel lain dalam menanggapi rasa puas dan loyal terhadap merek Xiaomi.
English Abstract
This study aims is to determine the influence of Brand Image and Perceived Quality on Brand Loyalty toward Xiaomi smartphone in Xiaomi Indonesia’s Facebook Group. This sample of this explanatory reaserch is 250 respondents, and the hypothesis were assessed using T test, F test and R2 test. The data was analyzed using multiple linear regression analysis and in SPSS 24. The results of F test show that Brand Image and Perceived Quality positively influence the Brand Loyalty of Xiaomi users in Xiaomi Indonesia’s Facebook Group at 285,281. The influence Brand Image on the Brand Loyalty of Xiaomi users in Xiaomi Indonesia’s Facebook Group is 2,905, and the influence of Perceived Quality on the Brand Loyalty of Xiaomi users in Xiaomi Indonesia’s Facebook Group is 23,603. The value of the Adjusted R Square, which show the magnitude of influence among variables, is 0.695, which means that the influence of Brand Image and Perceived Quality on Brand Loyalty toward Xiaomi smartphone in Xiaomi Indonesia’s Facebook Group is 69.5%, and the remaining 30.5% is influence by other variables not included in this study.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/776/051901435 |
| Uncontrolled Keywords: | Brand Image, Perceived Quality, Brand Loyalty, smartphone, Brand, Brand Image, Perceived Quality, Brand Loyalty, smartphone, Brand |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 07 May 2019 06:14 |
| Last Modified: | 21 Oct 2021 03:12 |
| URI: | http://repository.ub.ac.id/id/eprint/164830 |
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