Pramestu, Firza (2019) Pengaruh International Brand Image Dan Brand Equity Terhadap Loyalitas Pelanggan (Survei Pada Pelanggan Produk Miniso Di Kota Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
International Brand Image penting bagi konsumen agar dapat mempengaruhi keinginan membeli bagi konsumen. Brand Equity merupakan nilai tambah dari suatu brand hal inilah yang membedakan suatu produk dengan produk lainya. Penelitian ini dilakukan untuk bertujuan untuk mengetahui apakah International Brand Image dan Brand Equity memiliki pengaruh terhadap Loyalitas Pelanggan Miniso di Jakarta. Tujuan penelitian ini adalah untuk mengetahui pengaruh antara International Brand Image (X1) secara parsial terhadap Loyalitas Pelangan (Y), kemudian pengaruh parsial Brand Equity (X2) terhadap Loyalitas pelanggan (Y), serta mengetahui pengaruh simultan antara International Brand Image (X1) dan Brand Equity (X2) terhadap Loyalitas Pelanggan (Y) pada pelanggan Miniso di Jakarta. Jenis penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif, menggunakan SPSS 25 for windows. Populasi yang diambil pada penelitian ini berjumlah 113 responden. Hasil penelitian ini menunjukan bahwa International Brand Image dan Brand Equity berpengaruh secara simultan terhadap Loyalitas pelanggan. International Brand Image berpengaruh secara parsial terhadap Loyalitas Pelanggan dan Brand Equity berpengaruh secara parsial Terhadap Loyalitas Pelanggan. Bahkan Brand Equity memiliki pengaruh yang dominan terhadap Loyalitas Pelanggan
English Abstract
International Brand Image is important for consumers in order to influence the desire for consumers. Brand Equity is the added value of a product, this things distinguishes a product from other product. This research aims to determine whether the interational brand image and brand equity have an influence on customer loyalty with Miniso product. The purpose of this research is to know the influence of International Brand Image (X1) partially towards customer loyalty, and then the simultaneous influence between International Brand Image (X1) and Brand Equity (X2) towards customer loyalty. Moreover, to know simoultaneous influence between International Brand Image (X1) and Brand Equity (X2) towards Customer Loyalty (Y). This research is an explanatory research with a quantitative approach. Use SPSS 25 for windows. Take 113 population as samples. This result of study shows that the international brand image, and brand equity simultaneously have a significant effect on customer loyalty. International Brand Image has a significant partial effect on the customer loyalty itself. Brand Equity also has partial effect on customer loyalty. Moreover Brand Equity have dominant effect on customer loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/219/051906167 |
| Uncontrolled Keywords: | International Brand Image, Brand Equity, Loyalitas Pelanggan, |
| 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: | Nur Cholis |
| Date Deposited: | 05 Nov 2020 01:33 |
| Last Modified: | 05 Nov 2020 01:35 |
| URI: | http://repository.ub.ac.id/id/eprint/172435 |
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