Analisis Faktor-faktor yang Mempengaruhi Brand Equity pada Pengguna Transportasi Online di Kota Batam

Tanzil, Berwesly Anderson (2018) Analisis Faktor-faktor yang Mempengaruhi Brand Equity pada Pengguna Transportasi Online di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Munculnya internet memberi kemudahan bagi masyarakat untuk melakukan berbagai hal, seperti komunikasi, mencari informasi, jual-beli, dan aktivitas serta kegiatan lainnya. Selain itu, dengan didorongnya perkembangan smartphone, masyarakat semakin mudah dalam mengakses internet, hanya dengan sentuhan jari dapat mencari informasi dalam hitungan detik. Salah satunya adalah transportasi online, yang merupakan perusahaan transportasi berbasis aplikasi. Selain transportasi, transportasi online juga menyediakan layanan lain seperti, pengantaran makanan, pengantaran barang, dan layanan lainnya. Penelitian ini bertjuan untuk menganalisa faktor-faktor yang mempengaruhi brand equity pada transportasi online di Kota Batam. Populasi dari penelitian ini adalah masyarakat Kota Batam yang membeli atau menggunakan transportasi online. Sampel penelitian ini adalah seluruh pengguna transportasi online Go-Jek dan Grab, yang dipilih dengan menggunakan metode purposive sampling. Jumlah sampel yang digunakan sebanyak 250 responden dan sampel yang dapat digunakan sebanyak 236 responden. Data tersebut kemudian di analisis menggunakan IBM SPSS Stastics 21. Hasil dari penelitian ini menunjukkan bahwa brand image memiliki pengaruh signifikan positif terhadap brand equity, product innovation memliki pengaruh signifikan positif terhadap brand equity, brand awareness memiliki pengaruh tidak signifikan terhadap brand equity, brand loyalty memiliki pengaruh tidak signifikan terhadap brand equity. ********************************************************************** The emergence of the internet makes it easy for people to do various things, such as communication, searching for information, buying and selling, and other activities. In addition, with the growth of smartphones, people are increasingly easy to access the internet, just a touch of a finger can find information in seconds. One of them is online transport, which is an application-based transportation company. In addition to transportation, online transportation also provides other services such as, food delivery, delivery of goods, and other services. This study aims to analyze the factors that affect brand equity in online transportation in Batam City. The population of this study is the people of Batam City who use online transportation. The sample of this research is all Go-Jek and Grab online transportation users, selected by using purposive sampling method. The number of samples used 250 respondents and samples that can be used are 236 respondents. The data is then analyzed using IBM SPSS Stastics 21. The result of this research indicates that brand image has a significant positive influence on brand equity, product innovation has a significant positive effect on brand equity, brand awareness has no significant effect on brand equity, brand loyalty has no significant effect on brand equity.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 23
Uncontrolled Keywords: brand awareness, brand loyalty, brand image, product innovation, brand equity.
Subjects: H Social Sciences > HF Commerce
Divisions: School of Economic and Business > Management
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 13 Nov 2018 09:45
Last Modified: 13 Nov 2018 09:52
URI: http://repository.uib.ac.id/id/eprint/1125

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