Samudra, Aridh Rizqan (2017) Pengaruh Brand Image, Brand Awareness dan Perceived Quality terhadap Brand Loyalty (Studi Pada Richeese Factory di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh brand image,brand awareness dan perceived quality terhadap brand loyalty pada Richeese Factory di Kota Malang. Jenis penelitian ini adalah explanaratory research yang menjelaskan hubungan kausal antar variabel-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 200 responden konsumen Richeese Factory di Kota Malang. Uji hipotesis dilakukan menggunakan uji t. Analisis data menggunakan Analisis Regresi Linear Berganda dan dibantu oleh software SPSS 21 untuk memudahkan penelitian. Dari hasil pengujian terhadap ketiga hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel brand image berpengaruh positif terhadap brand loyalty konsumen Richeese Factory di Kota Malang sebesar 3,010. Variabel brand awareness berpengaruh positif terhadap brand loyalty konsumen Richeese Factory di Kota Malang sebesar 5,169. Variabel Perceived Quality berpengaruh positif dan signifikan terhadap brand loyalty konsumen Richeese Factory di Kota Malang sebesar 3,342. Kemudian dilihat dari nilai Adjusted R Square menunjukkan bahwa besarnya pengaruh antar variabel sebesar 0.408 yang berarti bahwa terdapat pengaruh antara brand image, brand awareness dan perceived quality terhadap Brand Loyalty pada Richeese Factory di Kota Malang sebesar 40,8% sedangkan sisanya 59,2% dijelaskan oleh variabel lain yang tidak di teliti dalam penilitian ini.
English Abstract
The purpose of this research is to determine the influence of brand image, brand awareness, and perceived quality on brand loyalty of Richeese Factory in Malang. This explanatory research explains causal relationship between the variables through hypothesis testing. The sample of this study is 200 Richeese Factory consumers in Malang, who were selected as the respondents. The hypothesis testing is done through the t test. The data were analyzed through multiple linear regression analysis using SPSS 21. Based on the results of the hypotheses testing, it can be concluded that brand image positively affects brand loyalty at 3.010, that brand awareness positively affects brand loyalty at 5.169, and that perceived quality positively affects brand loyalty at 3.342. The value of Adjusted R Square shows that the magnitude of the influence of the variables is 0.408, which means that brand image, brand awareness, and perceived quality affect 40,8% of the brand loyalty of Richeese Factory in Malang. The remaining 59,2% is explained by other variables not included in this research.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/405/051708879 |
| Uncontrolled Keywords: | Brand Image, Brand Awereness, Perceived Quality, Brand Loyalty |
| 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: | 22 Sep 2017 01:13 |
| Last Modified: | 30 Sep 2020 06:58 |
| URI: | http://repository.ub.ac.id/id/eprint/2818 |
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