Sindaru, Laskhar Muhammad (2019) The Effect Of Brand Equity On Purchase Intention Mitsubishi X-Pander (A Research Of Consumers In Malang City. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan industri otomotif saat ini tumbuh cepat, sehingga menimbulkan persaingan yang sangat ketat di antara industri otomotif.. Tujuan dari penelitian ini adalah untuk mengetahui apakah ekuitas merek yang dimiliki Mitsubishi Xpander yang didalamnya terdapat brand awareness, perceived quality, brand association, dan brand loyalty dapat menimbulkan minat beli pada calon konsumen Mitsubishi Xpander yang ada di kota Malang. Penelitian ini merupakan penelitian kuantitatif dengan variabel yang digunakan adalah brand awareness (X1), perceived quality (X2), brand association (X3), brand loyalty (X4) dan purchase intention (Y). Populasi dalam penelitian ini adalah calon konsumen Mitsubishi Xpander yang ada di kota Malang. Sampel pada penelitian ini berjumlah 100 orang dengan teknik sampling yaitu proportionate random sampling. Jenis data yang digunakan adalah data kuantitatif, dengan instrumen berupa kuesioner, kemudian diolah menggunakan program SPSS 25.0 for Windows. Metode analisis yang digunakan dalam penelitian ini yaitu analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) terdapat pengaruh positif dan signifikan brand awareness terhadap purchase intention, (2) terdapat pengaruh positif dan signifikan perceived quality terhadap purchase intention, (3) terdapat pengaruh positif dan signifikan brand association terhadap purchase intention dengan nilai koefisien sebesar, (4) terdapat pengaruh positif dan signifikan brand loyalty terhadap purchase intention, (5) ekuitas merek berpengaruh terhadap purchase intention.
English Abstract
The development of the automotive industry is currently growing fast, giving rise to very tight competition among the automotive industry. The purpose of this research is to find out whether brand equity owned by Mitsubishi Xpander which includes brand awareness, perceived quality, brand association, and brand loyalty can affect the interest in purchse intention Mitsubishi Xpander consumers in Malang. This research is a quantitative research involving brand awareness (X1), perceived quality (X2), brand association (X3), brand loyalty (X4) and purchase intention (Y) as its variables. The population in this research were prospective consumers of Mitsubishi Xpander in Malang. The sample in this research reached 100 people with a sampling technique namely proportionate random sampling. The type of data used is quantitative data, with instruments in the form of questionnaires, then processed using the SPSS 25.0 for Windows program. The analytical method used in this research is multiple regression analysis. The results showed that: (1) there was a positive and significant influence of brand awareness on purchase intention, (2) there is a positive and significant effect of perceived quality on purchase intention, (3) there is a positive and significant influence of brand association on purchase intention, (4) there is a positive and significant influence of brand loyalty on purchase intention, (5) brand equity affects the purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/608/051911302 |
| Uncontrolled Keywords: | Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, Purchase 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: | soegeng sugeng |
| Date Deposited: | 05 Oct 2020 03:19 |
| Last Modified: | 19 Oct 2021 06:45 |
| URI: | http://repository.ub.ac.id/id/eprint/177334 |
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