Dianita, Dessy Irma (2017) Pengaruh Brand Ekstensi Dan Brand Image Terhadap Minat Beli iPhone Di Kota Malang (Survei Pada Pengunjung Outlet OPPO Smartphone Di Mall Plaza Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan; (1) pengaruh brand ekstensi (X1) terhadap minat beli (Y) iPhone di Kota Malang, (2) pengaruh brand image (X2)terhadap minat beli (Y) iPhone di Kota Malang, (3) pengaruh secara bersama brand ekstensi (X1) dan brand image (X2)terhadap minat beli (Y) iPhone di Kota Malang. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 100 responden yang merupakan pengunjung outlet OPPO Smartphone di Mall Plaza Malang. Metode yang digunakan dalam penelitian ini adalah kuesioner. Analisis data menggunakan analisis deskriptif dan analisis regresi linier berganda. Hasil dari penelitian ini menunjukkan bahwa; (1) brand ekstensi (X1) berpengaruh positif dan signifikan terhadap minat beli (Y) pada produk iPhone di Kota Malang, (2) brand image (X2) berpengaruh positif dan signifikan terhadap minat beli (Y) pada produk iPhone di Kota Malang, (3) brand ekstensi (X1) dan brand image (X2)secara simultan berpengaruh positif dan signifikan terhadap minat beli (Y) pada produk iPhone di Kota Malang. Dengan demikian, Manajemen outlet OPPO Smartphone di Mall Plaza Malang sebaiknya mempertahankan dan meningkatkan indikator brand ekstensi dan brand image yang telah dinilai baik oleh para pengunjung agar para pengunjung merasa nyaman dan senang saat berbelanja, sehingga dapat meningkatkan Minat Beli.
English Abstract
This study aims to know and explain; (1) the influence of brand extension (X1) on the buying interest (Y) iPhone in Malang City,(2) the influence of brand image (X2) on the buying interest (Y) of iPhone in Malang City, (3) joint influence of brand extension (X1) and brand image (X2) to iPhone's buying interest in Malang City. Type of research is explanatory research with quantitative approach. The sample that used in this research was 100 respondent from visitors of OPPO Smartphone Outlet In Mall Plaza Malang. Data Collection that used in this research is survey method. Data analysis using descriptive analysis and multiple linear regression analysis. The results of the multiple linier regression analysis shows that; (1) Brand extension (X1) has a positive and significant effect on buying interest (Y) on iPhone products in Malang, (2) Brand image (X2) has a positive and significant effect on buying interest (Y) on iPhone products in Malang, (3) Brand extension (X1) and brand image (X2) simultaneously have a positive and significant effect on buying interest (Y) on iPhone product in Malang City.Therefore, the management of OPPO Smartphone Outlet In Mall Plaza Malang recommended to maintain the indicator of brand extension and brand image that have been rate well by the visitors so that the visitors can feel comfortable and happy when they was shopping so that it can increas Buy Interest.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1404/051900743 |
| Uncontrolled Keywords: | Brand Ekstensi, Brand Image, dan Minat Beli-Brand Extension, Brand Image, Buying Interest |
| 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: | soegeng sugeng |
| Date Deposited: | 13 May 2019 04:06 |
| Last Modified: | 25 Oct 2021 03:38 |
| URI: | http://repository.ub.ac.id/id/eprint/166077 |
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