Septianus, Fredy Triyan (2019) The Impact Of Brand Equity Elements On The Repurchase Intention Of Xiaomi Smartphone In Xiaomi Users Smartphone (Research On Students Of Universitas Brawijaya, Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh lemen Ekuitas Merek (Kesadaran Merek, Asosiasi Merek, Kualitas Persepsi, dan Loyalitas Merek) terhadap Niat Pembelian Kembali Smartphone Xiaomi pada Mahasiswa di Universitas Brawijaya Malang sebagai Lingkup. Penelitian ini adalah Penelitian Explanatory yang menjelaskan hubungan kasual antara variabel melalui pengujian hipotesis. Teknik pengumpulan data penelitian ini menggunakan kuesioner. Penelitian ini menggunakan 120 sampel siswa yang pernah menggunakan Xiaomi Smartphone. Waktu penelitian diadakan pada bulan Februari 2019. Teknik pengambilan sampel menggunakan purposive sampling dan instrumen penelitian diuji menggunakan Uji Validitas, Uji Reliabilitas. Hipotesis yang digunakan Partial (Uji-t) menggunakan teknik analisis Partial Linear Square (PLS) untuk menganalisis data. Hasil dari penelitian ini menunjukkan bahwa variabel kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek memberikan nilai yang baik dan masing-masing memberikan pengaruh yang signifikan terhadap Niat Pembelian Kembali.
English Abstract
The Aim of this study is to examine the influence of Brand Equity elements (Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty) on Repurchase Intention of Xiaomi Smartphone on College Student in Brawijaya University Malang as Scope. The Research is Explanatory Research which explains the casual relation between the variables through hypothesis testing. The data collection technique of this study uses questionnaires. This study used 120 samples of the student who ever used Xiaomi Smartphone. The research time was held in February 2019. The sampling technique used purposive sampling and the research instruments were tested using the Validity Test, Reliability Test. The hypothesis used Partial (t-Test) using Partial Linear Square (PLS) analysis technique to analyze the data. The result from this study showed that variable of brand awareness, brand association, perceived quality and brand loyalty provides good value and each of them made a significant effect on Repurchase Intention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/393/051907954 |
| Uncontrolled Keywords: | Ekuitas Merek, Kesadaran Merek, Asosiasi Merek, Kualitas Persepsi, Loyalitas Merk dan Niat Pembelian Kembali, Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Sep 2020 02:43 |
| Last Modified: | 06 Sep 2020 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/174374 |
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