Pengaruh International Brand Image dan Persepsi Harga Terhadap Minat Penggunaan Ulang (Survei pada Konsumen Layanan GrabCar di Kota Malang)

Kurniawan, Dewa Edo Aditya (2018) Pengaruh International Brand Image dan Persepsi Harga Terhadap Minat Penggunaan Ulang (Survei pada Konsumen Layanan GrabCar di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini memiliki tujuan untuk (1) mengetahui pengaruh variabel International Brand Image (X1) secara parsial terhadap Minat Penggunaan Ulang (Y), (2) mengetahui pengaruh variabel Persepsi Harga (X2) secara parsial terhadap Minat Penggunaan Ulang (Y), dan (3) mengetahui pengaruh secara simultan bersama-sama variabel International Brand Image (X1) dan Persepsi Harga (X2) terhadap Minat Penggunaan Ulang (Y). Jenis penelitian yang digunakan adalah penelitian penjelasan atau explanatory research dengan pendekatan kuantitatif. Populasi penelitian ini adalah konsumen layanan GrabCar di kota Malang yang tidak diketahui jumlahnya. Teknik pengambilan sampel dalam penelitian ini menggunakan rumus machin and campbell dengan jumlah sampel sebanyak 116 orang responden. Metode pengumpulan data menggunakan kuesioner. Teknik analisis yang digunakan adalah analisis deskriptif dan analisis statistik inferensial dengan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa (1) secara parsial variabel International Brand Image (X1) berpengaruh positif signifikan terhadap Minat Penggunaan Ulang (Y), (2) secara parsial variabel Persepsi Harga (X2) berpengaruh positif signifikan terhadap Minat Penggunaan Ulang (Y), dan (3) secara simultan variabel International Brand Image (X1) dan Persepsi Harga (X2) berpengaruh signifikan terhadap Minat Penggunaan Ulang (Y). Perusahaan diharapkan tetap menjaga dan memaksimalkan citra merek dan strategi penetapan harga yang tepat pada layanan GrabCar, mengingat international brand image dan persepsi harga merupakan hal yang berpengaruh positif terhadap minat penggunaan ulang di masa mendatang.

English Abstract

This research has the purpose of (1) knowing the influence of International Brand Image (X1) variables partially on Repurchase Intention (Y), (2) knowing the effect of Perceived Price variable (X2) partially on Repurchase Intention (Y) and (3) knowing the effect simultaneously with International Brand Image (X1) and Perceived Price (X2) on Repurchase Intention (Y). The explanatory research with a quantitative approach has been used as a type of research. The population of this research is the numbers of customers of GrabCar services in Malang, whose numbers are unknown. Machin and Campbell formula has been used as a sampling’s technique with a total sample of 116 respondents. Data collection methods used a questionnaire. The analysis technique used a descriptive analysis and inferential statistical analysis with multiple linear regression. The result of this research indicated that (1) partially of International Brand Image (X1) variable has significant positive effect on Repurchase Intention (Y), (2) Partially the Perceived Price variable (X2) has a significant positive effect on Repurchase Intention (Y), and (3) simultaneously the International Brand Image (X1) and Perceived Price (X2) variables has a significant effect on Repurchase Intention (Y). The company’s expected to maintain and maximize the brand image and the right pricing strategy on GrabCar services, given that International Brand Image and Perceived Price ate things that have positive effect on Repurchase Intention in the future.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1031/051811763
Uncontrolled Keywords: International Brand Image, Persepsi Harga, Minat Penggunaan Ulang. International Brand Image, Perceived Price, Repurchase Intention
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 Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Budi Wahyono Wahyono
Date Deposited: 06 Sep 2019 07:22
Last Modified: 18 Oct 2021 02:57
URI: http://repository.ub.ac.id/id/eprint/165424
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