PENGARUH DIMENSI EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN PENGGUNA SEPEDA MOTOR MEREK HONDA DI BANDAR LAMPUNG

Stevian Mushar, 1321011056 (2015) PENGARUH DIMENSI EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN PENGGUNA SEPEDA MOTOR MEREK HONDA DI BANDAR LAMPUNG. Masters thesis, Universitas Lampung.

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ABSTRAK.pdf

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COVER LUAR.pdf

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DAFTAR ISI.pdf

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DAFTAR GAMBAR.pdf

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DAFTAR TABEL.pdf

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LEMBAR PERSETUJUAN.pdf

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LEMBAR PENGESAHAN.pdf

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LEMBAR PERNYATAAN.pdf

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Abstrak

Abstract Brand equity is a set of brand assets and liabilities related to a brands, names, and symbols which can increase or decrease the value given by goods or services to the company or corporate customers, with brand equity, consumers who feel happy and satisfied will consume more products, loyal to his preferred product. Honda is a motorcycle top brand in Indonesia which is produced by PT Astra Honda Motor (AHM), the motorcycle industry’s pioneerin Indonesia. Honda sales has declined in 2009, lower than in 2008, but Honda is still in charge of a market share. Formulation of research problem is whether the brand equity dimensions affect the consumer loyalty Honda motorcycles users in Bandar Lampung. The aim of research is for determining the influence of brand equity dimensions on consumer loyalty Honda motorcycles users in Bandar Lampung. Hypothesis formulated: Brand Equity Dimensions (X) effect on consumer loyalty (Y) Honda motorcycles users in Bandar Lampung. Hypothesis testing uses quantitative analysis with multiple linear regression model, f test and t test, as well as qualitative analysis through descriptive approach. Analysis result concluded that "Brand Equity Dimensions variable (X): Brand Awareness (X1), Perceived Quality (X2), Trademark Association (X3), and another Brand Assets (X4) effect on customer loyalty (Y) Honda Motorcycle Brand Users in Bandar Lampung". Conclusions are based on some test results, the first regression obtained R2 = 0.647, both the F test was obtained F count> F table, namely (43.486> 2.47), the third test known to all dimensions variable t (X) t value count- is larger than t table, ie> 1.985, and the dimensions of the variable (X) which has the greatest influence on the variable (Y) is a Trademark Association (X3), and which has the lowest influence is the perception of quality (X2). Keywords: Brand Equity Dimension's, Consumer loyalty, Hond Abstrak Ekuitas merek adalah seperangkat aset dan liabilitas merek yang berkaitan dengan suatu merek, nama, dan simbolnya yang dapat menambah atau mengurangi nilai yang diberikan oleh sebuah barang atau jasa kepada perusahaan atau para pelanggan perusahan, dengan adanya ekuitas merek konsumen yang merasa senang dan puas akan melakukan pembelian ulang terhadap suatu produk, yang disebut loyal terhadap produk yang disukainya. Honda merupakan top brand sepeda motor di Indonesia yang diproduksi oleh PT Astra Honda Motor (AHM) yaitu pelopor industri sepeda motor di Indonesia. Honda mengalami penurunan penjualan di tahun 2009, lebih rendah dibanding tahun 2008, tetapi Honda masih menguasai pangsa pasar. Perumusan masalah penelitian adalah apakah dimensi ekuitas merek berpengaruh terhadap loyalitas konsumen pengguna sepeda motor merek Honda di Bandar Lampung. Tujuan penelitian untuk mengetahui pengaruh dimensi ekuitas merek terhadap loyalitas konsumen pengguna sepeda motor merek Honda di Bandar Lampung. Hipotesis yang dirumuskan: Dimensi Ekuitas Merek (X) berpengaruh terhadap Loyalitas Konsumen (Y) pengguna sepeda motor merek Honda di Bandar Lampung. Pengujian hipotesis menggunakan analisis kuantitatif dengan model regresi linear berganda, uji f dan uji t, serta analisis kualitatif melalui pendekatan deskriptif. Hasil analisis disimpulkan bahwa “Dimensi Variabel Ekuitas Merek (X): Kesadaran Merek (X1), Persepsi Kualitas (X2), Asosiasi Merek (X3), dan Aset Merek Lainnya (X4) berpengaruh terhadap loyalitas konsumen (Y) Pengguna Sepeda Motor Merek Honda di Bandar Lampung”. Kesimpulan tersebut didasarkan pada beberapa hasil uji, yang pertama uji regresi didapat R2 = 0.647, kedua uji F di peroleh F hitung > F tabel yaitu (43,486 > 2,47), ketiga uji t diketahui semua dimensi variabel (X) nilai t hitung-nya lebih besar daripada t tabel, yaitu >1,985, dan dimensi variabel (X) yang memiliki pengaruh terbesar terhadap variabel (Y) adalah Asosiasi Merek (X3), dan yang memiliki pengaruh terendah adalah Persepsi Kualitas (X2). Kata Kunci : Dimensi Ekuitas Merek, Loyalitas Konsumen, Honda.

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: 5868271 . Digilib
Date Deposited: 27 May 2015 02:53
Last Modified: 27 May 2015 02:53
URI: http://digilib.unila.ac.id/id/eprint/10030

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