Analisis Faktor-Faktor yang Mempengaruhi Ekuitas Merek pada Pemilik Sepeda Motor di Kota Batam

Setiawan, Setiawan (2020) Analisis Faktor-Faktor yang Mempengaruhi Ekuitas Merek pada Pemilik Sepeda Motor di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini menganalisis faktor-faktor yang mempengaruhi brand equity dengan mengambil objek penelitian adalah para pemakai sepeda motor di Batam yang dikumpulkan dengan metode purposive sampling. Penelitian ini mengambil sampel 400 responden yang menggunakan sepeda motor (Honda, Yamaha, Suzuki, Kawasaki) di kota Batam dan diolah dengan menggunakan alat analisis Partial Least Square (PLS). Permodelan yang dirumuskan pada penelitian ini bertujuan memberikan pemahaman yang kritis dalam konsep dan mengukuran kualitas yang diterima, kesadaran merek, asosiasi merek dan loyalitas merek pengguna di industri kendaraan khususnya Sepeda Motor. Hasil penelitian ini menunjukkan diantaranya bahwa perceived quality, brand awareness, brand association, dan brand loyalty berpengaruh signifikan terhadap brand equity. Kesimpulan akhir penelitian ini bahwa kualitas yang diterima (perceived quality), kesadaran merek (brand awareness), asosiasi merek (brand association), loyalitas merek (brand loyalty) dapat direkomendasikan sebagai masukan bagi pihak manajemen tentang pentingnya faktor-faktor apa saja yang pelanggan butuhkan untuk membeli sebuah kendaraan bermotor. Peneliti meyakini bahwa pendekatan yang berkaitan dengan varibel independen dalam penelitian ini mampu meningkatkan penjualan terbukti dengan hasil penelitian yang signifikan semuanya ********************************************************************** This study analyzes the factors that influence brand equity by taking the object of research that is motorcycle users in Batam which are collected using the purposive sampling method. This study sampled 400 respondents who uses motorbikes (Honda, Yamaha, Suzuki, Kawasaki) in the city of Batam and were processed using Partial Least Square (PLS) analysis tools. The modeling formulated in this study aims to provide a critical understanding of the concept and measure the quality received, brand awareness, brand associations and brand loyalty of users in the vehicle industry especially Motorcycles. The results of this study indicate that perceived quality, brand awareness, brand association, and brand loyalty have a significant effect on brand equity. The conclusion of this study is that perceived quality, brand awareness, brand association, brand loyalty can be recommended as input for management regarding the importance of what factors customers need to buy a motorized vehicle. Researchers believe that the approach associated with independent variables in this study can increase sales as evidenced by the results of all significant research

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 22
Uncontrolled Keywords: Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty, Brand Equity.
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: 27 Apr 2020 08:10
Last Modified: 27 Apr 2020 08:11
URI: http://repository.uib.ac.id/id/eprint/2162

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