Kuncoro, Ivan Dharmawan (2018) Pengaruh Brand Equity terhadap Keputusan Pembelian Vespa Scooter Matic Piaggio. Sarjana thesis, Universitas Brawijaya.
Abstract
Saat ini bisnis dalam bidang otomotif sangat berkembang pesat, terutama pada segmentasi motor matic.Beberapa merek tersebut menawarkan berbagai macam jenis merek yang menjadi keunggulannya di banding dengan kompetitornya. Salah satunya adalah merek Vespa Matic Piaggio. Di tengah persaingan antar kendaraan roda dua, Kehadiran Scooter Matic Vespa Piaggio telah menambah deretan varian pada tipe kelompok motor scooter matic di Indonesia, namun tetap mengedepankan gaya klasik yang bernuansa Italia.Penelitian ini bertujuan untuk mengetahui pengaruh Brand Equity terhadap keputusan pembelian Vespa Matic Piaggio yang diukur dengan pengaruh kesadaran merek, asosiasi merek,persepsi kualitas, loyalitas merek terhadap keputusan pembelian Vespa Matic Piaggio secara simultan. Penelitian ini dilakukan disalah satu event yaitu Malang Mods May Day yang diselenggarakan di kota Malang. Metode yang digunakan pada penelitian ini adalah metode kuantitatif. Metode pengumpulan data dalam penelitian ini adalah metode angket (kuesioner). Subyek penelitian menggunakan sampel sebanyak 105 responden, teknik pengambilan sampel dengan teknik Convience Sampling. Data yang digunakan adalah data primer dan data sekunder. Data primer diperoleh berdasarkan jawaban responden terhadap angket yang dibagikan peneliti kepada peserta yang hadir di event Malang Mods May Day. Metode analisis datanya menggunakan regresi linier sederhana, uji asumsi klasik, dan koefisien determinasi, sedangkan pengolahan datanya menggunakan bantuan program SPSS 16.0 for Windows. Hasil penelitian ini menunjukan bahwa Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Loyalitas Merek secara bersama-sama berpengaruh positif terhadap keputusan pembelian Vespa Matic Piaggio, hal ini dibuktikan dengan hasil uji t yaitu t-hitung (2,702) > t-tabel (1,659) sehingga H0 ditolak dan Ha diterima, yang berarti Brand Equity berpengaruh secara signifikan terhadap Keputusan Pembelian dari Vespa Matic Piaggio. Dan hasil dari nilai koefisien determinasi (R2) adalah 0,066 atau 6,6%. Artinya, pengaruh brand equity (X) terhadap keputusan pembelian (Y) sebesar 6,6%, sedangkan sisanya 93,4% merupakan pengaruh dari variabel lainnya yang tidak diamati dalam penelitian ini.
English Abstract
Current business in the automotive field is very rapidly growing, especially on segmentation motor matic. Some brands offer a wide range of different types of brands that become its superiority in the appeal with its competitors. One of them is the brand Vespa Piaggio Matic. In the middle of the rivalry between two-wheeled vehicle, the presence of Scooter Piaggio Vespa Matic has added a row of variants on the type of group motor scooter matic in Indonesia, but upholding the classical style Italy. This research aims to know the influence of Brand Equity towards purchasing decision Vespa Piaggio Matic as measured by the influence of brand awareness, brand association, the perception of quality, brand loyalty towards purchasing decision Vespa Matic Piaggio simultaneously. This research was conducted in once one event Malang MODS May Day held in the city of Malang. The methods used in this research is quantitative methods. Method of collecting data in this study are now methods (questionnaire). The subject of research using a sample of as many as 105 respondents, sampling techniques with techniques of Convience Sampling. The data used are the primary data and secondary data. The primary data were obtained based on the answers of the respondents against the now shared with researchers to participants who were present at the event Malang MODS May Day. Methods of analysis of the data using a simple linear regression, classic assumption test, and the coefficient of determination, while processing the data using SPSS 16.0 assistance program for Windows. The results of this research show that brand awareness, Brand Association, the perception of quality, brand loyalty of influential positive together against purchasing decision Vespa Matic Piaggio, This is evidenced by the results of the test t i.e t-count (2.702) > t-table (1.659) such that H0 is rejected and the Ha received, which means the Brand Equity effect significantly to the purchasing decision of Vespa Piaggio Matic. And the result of the value of the coefficient of determination (R2) is 0.066 or 6.6%. That is to say, the influence of brand equity (X) against the decision of purchase (Y) of 6.6%, while the rest is 93.4% is the influence of other variables that are not observed in this study.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/723/051809512 |
| Uncontrolled Keywords: | Branding, Merek, Brand Equity, Keputusan Pembelian Branding, Brand, Brand Equity, Purchase Decisions |
| 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 Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 19 Sep 2019 01:26 |
| Last Modified: | 22 Oct 2021 04:19 |
| URI: | http://repository.ub.ac.id/id/eprint/166300 |
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