Khoirum, Riza (2017) Persepsi Alumni Terhadap Brand Image (Survei pada Alumni Fakultas Ilmu Administrasi Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh secara parsial persepsi fasilitas, harga dan kualitas terhadap brand image. (2) pengaruh secara bersama-sama persepsi fasilitas, harga dan kualitas terhadap brand image. Jenis penelirian yang digunakan adalah penelitian penjelasan (explanatory research). Sampel yang digunakan dalam penelitian ini sebanyak 90 orang responden yang merupakan alumni Fakultas Ilmu Administrasi. Teknik pengambilan sampel menggunakan teknik purposive sampling. Metode pengumpulan data dengan kuesioner. Analisis data yaitu analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) Terdapat pengaruh signifikan secara parsial persepsi fasilitas (X1) terhadap brand image (Y) dengan t hitung sebesar 3,056 dan t tabel 1,988 (t hitung > t tabel ). Persepsi harga (X2) terhadap brand image (Y) dengan t hitung sebesar 2,283 dan t tabel 1,988 (t hitung > t tabel ). Persepsi kualitas (X3) terhadap brand image (Y) dengan t hitung sebesar 2,582 dan t tabel 1,988 (t hitung > t tabel ). (2) Terdapat pengaruh signifikan secara bersama-sama persepsi fasilitas (X1), harga (X2) dan kualitas (X3) terhadap brand image (Y) dengan F hitung sebesar 35,964 dan F tabel 3,103 (F hitung > F tabel ), angka probabilitas signifikansi F sebesar 0,000 lebih kecil dari α yaitu 0,05 (probabilitas signifikansi < 0,05). Disarankan agar pihak Fakultas Ilmu Administrasi memanfaatkan persepsi fasilitas untuk memperbaiki sarana dan prasarana yang ada. Kemudian persepsi harga bermanfaat untuk memperbaiki sistem penetapan uang kuliat tunggal dan persepsi kualitas berguna untuk memperbaiki pelayanan yang diberikan Fakultas Ilmu Administrasi kepada mahasiswa maupun alumni.
English Abstract
This study is to determine: (1) partial influence perceptions of facilities, price and quality of brand image. (2) mutual influence of perception of facilities, price and quality on brand image. Type of research is explanatory research. The sample used in this research were 90 respondents who are alumni of Faculty of Administration Science. The sampling technique used purposive sampling technique. Methods of data collecting by questionnaire. Data analysis using descriptive analysis and multiple linear regression. The results showed that: (1) There is significant influence partially perception of facility (X1) to brand image (Y) with t count equal to 3,056 and t table 1,988 (t count> t table). Price perceptions (X2) on brand image (Y) with t arithmetic of 2.283 and t table 1.988 (t count> t table). The perception of quality (X3) on brand image (Y) with t arithmetic is 2,582 and t table 1,988 (t count> t table). (2) There is significant influence simultaneously perception of facility (X1), price (X2) and quality (X3) to brand image (Y) with F count equal to 35,964 and F table 3,103 (F count> F table), probability number significance F of 0.000 is smaller than α is 0.05 (probability significance <0.05). It is recommended that the Faculty of Administration utilize the perception of facilities to improve existing facilities and infrastructure. Then the price perception is useful to improve the system of determination of monetary money and the perception of quality is useful to improve the services provided by the Faculty of Administrative Sciences to students and alumni.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1287/051801704 |
| Uncontrolled Keywords: | Fasilitas, Harga, Kualitas, Brand Image |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 27 Mar 2018 07:16 |
| Last Modified: | 26 Oct 2021 04:27 |
| URI: | http://repository.ub.ac.id/id/eprint/9028 |
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