PENGARUH CITRA MEREK TERHADAP MINAT PEMBELIAN MOTOR YAMAHA DI BANDAR LAMPUNG

Hui Che Chan, 1221011008 (2017) PENGARUH CITRA MEREK TERHADAP MINAT PEMBELIAN MOTOR YAMAHA DI BANDAR LAMPUNG. Masters thesis, UNIVERSITAS LAMPUNG.

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Abstrak

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh citra merek terhadap minat membeli motor Yamaha di Bandar Lampung. Data penelitian ini diperoleh dari kuisioner, studi kepustakaan, dan wawancara langsung dengan pihak terkait sesuai tujuan penelitian. Teknik analisisnya menggunakan regresi ganda dengan uji hipotesis, uji T. Jumlah sampel sebesar 100 orang dengan menggunakan metode Sampling. Hasil penelitian ini menunjukkan bahwa citra merek secara parsial berpengaruh positif dan signifikan terhadap minat membeli motor Yamaha di Bandar Lampung. Dari penelitian ini diperoleh R Square sebesar 0.681 yang artinya bahwa 68,1% variasi minat membeli dijelaskan oleh variasi dalam variabel citra merek, sisanya sebesar 31,9% dijelaskan oleh variabel-variabel lain di luar penelitian ini. Kata kunci: citra merek, minat membeli. ABSTRACT This study aimed to analyze the effect of the interest in buying a brand image of Yamaha motorcycles in Bandar Lampung. The research data was obtained from questionnaires, study of literature, and interviews with relevant parties to the purpose of research. Techniques using double regression analysis to test the hypothesis, the t test. Sample size of 100 people by using purposive sampling method. Results of this study showed that brand image is partially positive and significant effect on interest in buying Yamaha motorcycle in Bandar Lampung. Of this study was obtained R Square of 0.681, which means that 68,1% of variation explained by the variation of buying interest in the brand image variables, the remaining 31,9% is explained by other variables outside of this study. Keyword: Brand Image, Interests of Buying

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Ilmu Sosial = Social Sciences > HF Commerce
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: 90597787 . Digilib
Date Deposited: 05 Oct 2017 03:51
Last Modified: 05 Oct 2017 03:51
URI: http://digilib.unila.ac.id/id/eprint/28436

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