Faktor – Faktor Yang Mempengaruhi Loyalitas Merek Pada Pemilik Mobil di Batam

Junando, Junando (2019) Faktor – Faktor Yang Mempengaruhi Loyalitas Merek Pada Pemilik Mobil di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dan hubungan signifikansi dari brand awareness, brand image, perceived quality dan trust terhadap brand loyalty pada responden yang merupakan pemilik kendaraan roda empat di Batam. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 250 responden yang di Batam. Setelah disebarkan, maka kuesioner dikumpulkan untuk dilakukan pengolahan data dengan menggunakan program SPSS. Dari hasil pengolahan data dengan SPSS diketahui bahwa terdapat hubungan antar variabel independen dengan variabel dependen yang diteliti. Melalui penelitian ini diketahui bahwa brand image, perceived quality dan trust berpengaruh signifikan positif terhadap brand loyalty, namun brand awareness ditemukan tidak berpengaruh signifikan terhadap brand loyalty. Hasil penelitian ini dapat berguna bagi produsen dan distributor kendaraan roda empat agar memberikan perhatian kepada variabel independen yang diteliti agar konsumen tetap menjadi pelanggan yang memiliki loyalitas terhadap merek mobil yang dipasarkan di kota Batam. ********************************************************************** This study discusses brand relevance of brand awareness, brand image, perceived quality and trust in brand loyalty in respondents who are owners of four-wheeled vehicles in Batam. This research was conducted by interviewing 250 respondents in Batam. After distribution, the questionnaire was collected to do data processing using the SPSS program. From the results of data processing with SPSS, it is known that the relationship between variables is independent of the dependent variable owned. Through this research, it is known that brand image, perceived quality and trust have a significant positive effect on brand loyalty, but brand awareness is found not to affect the significance of brand loyalty. The results of this study can help producers and distributors of four-wheeled vehicles to give attention to the independent variables needed by regular customers to customers who have loyalty to the brand of cars that are marketed in the city of Batam.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 24
Uncontrolled Keywords: brand awareness, brand image, perceived quality, trust, brand loyalty
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 15 Oct 2019 13:15
Last Modified: 15 Oct 2019 13:15
URI: http://repository.uib.ac.id/id/eprint/1464

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