Faktor-Faktor yang Mempengaruhi Loyalitas Merek Sepeda Motor di Kota Batam

Delwin, Delwin (2019) Faktor-Faktor yang Mempengaruhi Loyalitas Merek Sepeda Motor di Kota Batam. Master thesis, Universitas Internasional Batam.

[img] Text
t-16114415-abstract-en.pdf

Download (7kB)
[img] Text
t-16114415-abstract-id.pdf

Download (145kB)
[img] Text
t-16114415-bibliography.pdf

Download (288B)
[img] Text
t-16114415-chapter1.pdf

Download (177kB)
[img] Text
t-16114415-chapter2.pdf

Download (212kB)
[img] Text
t-16114415-chapter3.pdf
Restricted to Repository staff only

Download (201kB) | Request a copy
[img] Text
t-16114415-chapter4.pdf
Restricted to Repository staff only

Download (540kB) | Request a copy
[img] Text
t-16114415-chapter5.pdf

Download (160kB)
[img] Text
t-16114415-cover-id.pdf

Download (15kB)

Abstract

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi loyalitas merek. Komunikasi merek, citra merek, kepercayaan merek, dan kepuasan merek diuji untuk mengetahui pengaruhnya terhadap loyalitas merek. Penelitian ini diteliti di kota Batam pada industri sepeda motor. Data diperoleh dari 394 responden yang memiliki sepeda motor di kota Batam. Pertanyaan kuesioner dinilai dengan skala likert five-point. Dari enam hipotesis penelitian, ada satu hipotesis yang ditolak. Komunikasi merek tidak mempunyai pengaruh positif yang signifikan terhadap kepercayaan merek. Hasil ini menunjukkan bahwa konsumen tidak akan percaya begitu saja dengan iklan atau promosi, melainkan kepercayaan terbentuk karena sebuah proses. Akan tetapi, penelitian juga menunjukkan bahwa komunikasi merek bisa meningkatkan citra merek, citra merek bisa meningkatkan kepercayaan merek, pelanggan dengan kepuasan dan kepercayaan yang tinggi akan meningkatkan loyalitas merek. Penelitian ini diharapkan bisa membantu pelaku usaha untuk meningkatkan loyalitas merek yang bisa membantu meningkatkan keuntungan bagi perusahaan dan menghemat biaya akuisisi pelanggan baru. ********************************************************************** The purpose of this research is to identify those factors which have potential influences on brand loyalty. Brand communication, brand image, brand trust, and brand satisfaction are being tested to identify the influence towards brand loyalty. This research took place in Batam in motorcycle industry. Data was collected from 394 respondents who owned motorcycles in Batam. All the measurement items were measured on a five point Lykert-type scales. From all six hypotheses, only one hypotheses was rejected. Brand communication has no significant effects on brand trust. This result shows that consumer will not believe it with advertising or promotion, but trust is built through some process. However, this research shows that brand communication positively influences brand image, brand image positively influences brand trust, consumers who have high satisfaction and trust will increase brand loyalty. This research is expected to help businessmen to increase brand loyalty that can generate profits to company and save the cost of new customers.

Item Type: Thesis (Master)
Additional Information: Similarity: 21
Uncontrolled Keywords: Brand communication, Brand image, Brand Trust, Brand satisfaction, Brand loyalty
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: School of Economic and Business > Master of Management
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 27 Apr 2020 09:34
Last Modified: 27 Apr 2020 09:35
URI: http://repository.uib.ac.id/id/eprint/2239

Actions (login required)

View Item View Item