Pengaruh brand associantion, brand loyality, brand awareness, dan brand image terhadap brand equity pada pengguna Handphone android

DETAIL KOLEKSI

Pengaruh brand associantion, brand loyality, brand awareness, dan brand image terhadap brand equity pada pengguna Handphone android

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Oleh : M Fadil Rubinsa Putra

Info Katalog

Nomor Panggil : 2016_TA_MJ_022134024

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Brand association;Brand loyalty

Kata Kunci : brand awareness, brand image, multivariate analysis.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2016_TA_MJ_022134024-Halaman-Judul.pdf
2.	2016_TA_MJ_022134024-Bab-1.pdf
3.	2016_TA_MJ_022134024-Bab-2.pdf
4.	2016_TA_MJ_022134024-Bab-3.pdf
5.	2016_TA_MJ_022134024-Bab-4.pdf
6.	2016_TA_MJ_022134024-Bab-5.pdf
7.	2016_TA_MJ_022134024-Daftar-Pustaka.pdf	4
8.	2016_TA_MJ_022134024-Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh brand association terhadap brand equity, pengaruh brand loyalty terhadap brand equity, pengaruh brand awareness terhadap brand equity, pengaruh brand image terhadap brand equity, pengaruh brand association, brand loyalty, brand awareness, dan brand image terhadap brand equity. Rancangan penelitian ini merupakan uji hipotesis (hypotheses testing). Sampel dalam penelitian ini adalah 70 konsumen yang membeli Handphone Android di Bekasi minimal telah menggunakan dalam waktu satu tahun. Analisis regresi berganda melalui SPSS versi 21 digunakan sebagai teknik analisis data. Hasil dari penelitian ini menunjukkan terdapat pengaruh positif dan signifikan brand association terhadap brand equity, pengaruh positif dan signifikan brand loyalty terhadap brand equity, pengaruh positif dan signifikan brand awareness terhadap brand equity, pengaruh positif dan signifikan brand image terhadap brand equity, pengaruh positif dan signifikan brand association, brand loyalty, brand awareness, dan brand image terhadap brand equity. Responden yang digunakan dalam penelitian ini adalah konsumen yang memperoleh informasi dari handphone Android yang memiliki pengalaman produk minimal satu tahun. Konsekuensinya, penelitian in tidak meneliti konsumen yang menggunakan sistem operasi lainnya. Saran penelitian selanjutnya untuk melakukan analisis menggunakan multivariate data analysis seperti teknik structural equation modelling dengan tujuan untuk meneliti hipotesis secara simultan melalui confirmatory factor analysis.

T his study aimed to analyze the influence of brand association to the brand equity, influence brand loyalty to the brand equity, the effect of brand awareness on brand equity, influence brand image on brand equity, influence brand association, brand loyalty, brand awareness and brand image of the brand equity. The design of this study is hypothesis testing (testing hypotheses). The sample in this study was 70 consumers who purchase a minimum of Mobile Android in Bekasi have used within one year. Multiple regression analysis through SPSS version 21 is used as a data analysis technique. The results of this study shows there is a positive and significant influence brand association to the brand equity, positive and significant influence brand loyalty to the brand equity, positive influence and significant brand awareness to brand equity, positive and significant impact brand image of the brand equity, positive and significant influence brand association, brand loyalty, brand awareness and brand image of the brand equity. Respondents were used in this study is that consumers who obtain information from Android phones that have at least one year of product experience. Consequently, in the study did not examine the consumers who use other operating systems. Suggestions for further research to analyze the data using multivariate analysis such as structural equation modeling techniques with the aim to examine the hypothesis simultaneously through confirmatory factor analysis.