Pratama, Fanny Gilang (2017) Pengaruh Perceived Value, Citra Merek, dan Gaya Hidup Terhadap Loyalitas Pelanggan ( Studi Pada Pengguna iPhone Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Perceived Value, Citra Merek, dan Gaya Hidup Terhadap Loyalitas Konsumen Iphone di Kota Malang, dilakukan dengan Uji Parsial. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 210 responden. Pengambilan sampel menggunakan teknik purposive sampling. Untuk menentukan besarnya hubungan dan pengaruh variabel bebas terhadap variabel terikat digunakan model analisis regresi linier berganda, sedangkan untuk menguji hipotesisnya menggunakan uji t dan uji f. Berdasarkan analisis data secara statistik, semua indikator pada penelitian ini dinyatakan valid dan semua variabel dinyatakan reliabel. Pada pengujian asumsi klasik, model regresi dinyatakan telah memenuhi uji linieritas, bebas multikolineritas, tidak terjadi heterokedastisitas, dan terdistribusi secara normal. Berdasarkan hasil perhitungan Analisis Regresi Linier Berganda, diperoleh persamaan regresi (Y = 3,721 + 0,282+ 0,182 + 0,706) dan menunjukkan bahwa koefisien determinasi (adjusted sebesar 0,49. Artinya variabel Loyalitas Konsumen iPhone dijelaskan sebesar 49% oleh variabel Perceived Value, Citra merek, dan Gaya Hidup. Hasil Uji menunjukkan terdapat variabel perceived value, citra merek, dan gaya hidup mempunyai pengaruh secara simultan terhadap loyalitas konsumen produk iPhone. Hasil uji parsial, variabel perceived value dan gaya hidup mempunyai pengaruh yang signifikan dan variabel citra merek memiliki pengaruh yang tidak signifikan terhadap loyalitas konsumen produk iPhone.
English Abstract
This study aims to examine and analyzing the influence of perceived value, brand image, and lifestyle on loyalty of iPhone consumers in Malang through partial test. This explanatory research explains the casual relationship between the variables through hypothesis testing. This study used a sample of 210 respondents selected through purposive sampling technique. To determine the magnitude of the relationship and the influence of the independent variables on the dependent variable, Multiple Linier Regression Analysis Model was used. The hypothesis was examined using the t tes and f test. Based on the statistical data analysis, all indicators in this study were declared valid and all variables were declarated reliable. Based on the classical assumption test, the regression model was declared complying the linierity test, free of multicolinearity, free of heterocedasticity, and normally distributed. Based on the result of Multiple Linier Regression Analysis, the regression equation is (Y = 3,721 + 0,282+ 0,182 + 0,706) and the coefficient of determination (adjusted is 0,49. It means that 49% of the loyalty variables of iPhone consumer is by perceived value, brand image, and lifestyle variables. The result of the partial test show that perceived value and lifestyle significantly influence consumer loyalty and that brand image does not give significant effect on consumer loyalty
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/496/051708970 |
| Uncontrolled Keywords: | Perceived Value, Citra Merek, Gaya Hidup, dan Loyalitas Konsumen |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 29 Sep 2017 02:07 |
| Last Modified: | 16 Oct 2020 02:34 |
| URI: | http://repository.ub.ac.id/id/eprint/2971 |
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