Faktor-Faktor Mempengaruhi Brand Equity pada Sepeda Motor Matic di Batam

Suyadi, Suyadi (2019) Faktor-Faktor Mempengaruhi Brand Equity pada Sepeda Motor Matic di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari brand loyalty, brand image dan brand awareness terhadap brand equity pada pemilik dan pembeli sepeda motor matik di Batam. Penelitian ini dilakukan dengan metode survei yaitu dengan menyebarkan sebanyak 300 kuesioner kepada responden yang merupakan pembeli dan pemilik sepeda motor jenis matik di Batam. Setelah kuesioner disebarkan dan dikumpulkan kembali maka dilakukan pengujian dengan menggunakan program PLS. Dari hasil pengolahan data maka akan diketahui hubungan dan signifikansi antara semua variabel yang diteliti. Hasil penelitian ini menunjukkan terdapat hubungan yang signifikan positif pada variabel independen terhadap variabel dependen. Bagi produsen dan distributor sepeda motor matik di Batam dapat menjadikan hasil penelitian ini sebagai referensi dalam meningkatkan ekuitas merek pada sepeda motor matik. ********************************************************************** This study aims to determine the effect of brand loyalty, brand image and brand awareness of brand equity on automatic motorcycle owners and buyers on Batam. This research was conducted by survey method by distributing as many as 300 questionnaires to respondents who were buyers and owners of automatic motorbike types on Batam. After the questionnaire was distributed and collected again, testing was carried out using the PLS program. From the results of data processing it will be known the relationship and significance between all the variables studied. The results of this study indicate that there is a significant positive relationship on the independent variable on the dependent variable. For automatic motorbike manufacturers and distributors in Batam can make the results of this study as a reference in increasing brand equity in automatic motorbikes.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 22
Uncontrolled Keywords: brand loyalty, brand image, brand awareness and brand equity
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
H Social Sciences > HJ Public Finance
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 16 Jul 2019 05:56
Last Modified: 16 Jul 2019 05:56
URI: http://repository.uib.ac.id/id/eprint/1380

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