Bayu Adib Rudini Utama, 1011011058 (2014) PENGARUH EKUITAS MEREK TERHADAP KEPUASAN PELANGGAN (Studi Pada Toko Roti Shereen Cakes & Bread Di Bandar Lampung). Fakultas Ekonomi dan Bisnis, Universitas Lampung.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
ABSTRACT EFFECT OF BRAND EQUITY ON CUSTOMER SATISFACTION (Studies in Shereen Cakes Bakery & Bread At Bandar Lampung) By : BAYU ADIB RUDINI UTAMA Shereen cakes and bread is the market leader in the beginning, the new competition is coming up with more innovations such as Holland and BreadTalk change existing market share, from a reduced number of subscribers to the loss of customers is the duty of the house for company. This study aims to determine the effect of brand equity on indicators of brand awareness, brand associations, perceived quality, and brand loyalty to customer satisfaction Shereen bakery Cakes & Bread in Bandar Lampung. Hypothesis customer satisfaction Shereen bakery cakes and bread in Bandar Lampung is influenced by four characteristics, namely Brand Equity; brand awareness, brand associations, perceived quality, and brand loyalty. Methods of data obtained through questionnaires with sampling method was done by purposive sampling Judgement. Samples taken in this study of 100 respondents. Methods of quantitative data analysis tools using multiple regression analysis. Results of statistical hypothesis testing through multiple regression of independent variables, namely Overall brand equity, namely; brand awareness (X1), brand association (X2), perceived quality (X3) and brand loyalty (X4) affect customer satisfaction Shereen bakery Cakes & Bread in Dublin which can be shown by the coefficient of determination. The effect of brand awareness, brand associations, perceived quality, and brand loyalty to customer satisfaction is equal to R2 = 0.474. This means that the contribution of the variable X (Brand Equity) play a role in influencing each variable Y (Customer Satisfaction) of 47.4% and the rest is influenced by other factors that are not included in the study Expected Shereen bakery Cakes & Bread can observe the pricing policy because of the results of consumer research conducted objected to the increase in the price of the company so we need other measures such as product innovation or production cost reduction. Keywords: brand equity and customer satisfaction. ABSTRAK PENGARUH EKUITAS MEREK TERHADAP KEPUASAN PELANGGAN (Studi Pada Toko Roti Shereen Cakes & Bread Di Bandar Lampung) Oleh BAYU ADIB RUDINI UTAMA Shereen cakes & bread merupakan pemimpin pasar pada awalnya, persaingan baru yang datang dengan inovasi lebih seperti Holland dan Breadtalk merubah pangsa pasar yang ada, dari berkurangnya jumlah pelanggan hingga hilangnya pelanggan menjadi tugas rumah untuk perusahaan. Penelitian ini bertujuan untuk mengetahui Pengaruh ekuitas merek pada indikator kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek terhadap kepuasan pelanggan toko roti Shereen Cakes & Bread di Bandar Lampung. Hipotesis kepuasan pelanggan toko roti Shereen cakes & bread di Bandar Lampung dipengaruhi oleh empat karateristik Ekuitas Merek yaitu ; kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Metode Penelitian data diperoleh melalui penyebaran kuesioner dengan metode penarikan sampel yang dilakukan dengan cara Purposive Judgment sampling. Sampel yang diambil dalam penelitian ini sebanyak 100 responden. Metode alat analisis data secara kuantitatif menggunakan analisis regresi berganda. Hasil pengujian hipotesis secara statistik melalui regresi berganda yaitu Secara keseluruhan variabel bebas ekuitas merek yaitu ; kesadaran merek (X1), asosiasi merek (X2), persepsi kualitas (X3) dan loyalitas merek (X4) mempengaruhi kepuasan pelanggan toko roti Shereen Cakes & Bread di Bandar Lampung yang dapat ditunjukkan oleh nilai koefisien determinasi. Pengaruh kesadaraan merek, asosiasi merek, persepsi kualitas, dan loyalitas merek terhadap kepuasaan pelanggan adalah sebesar R = 0.474. Hal ini berarti sumbangan variabel X (Ekuitas Merek) berperan dalam mempengaruhi setiap variabel Y (Kepuasaan Pelanggan) sebesar 47,4% dan sisanya dipengaruhi oleh faktor lain yang tidak terdapat pada penelitian Diharapkan toko roti Shereen Cakes & Bread dapat memperhatikan kebijakan harga sebab dari hasil penelitian yang dilakukan konsumen merasa keberatan dengan kenaikan harga yang dilakukan perusahaan sehingga perlu dilakukan kebijakan lainnya seperti inovasi produk ataupun penekanan biaya produksi. Kata Kunci : ekuitas merek dan kepuasan pelanggan.
| Jenis Karya Akhir: | Skripsi |
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| Subyek: | |
| Program Studi: | Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen |
| Pengguna Deposit: | 973421 . Digilib |
| Date Deposited: | 24 Oct 2014 02:02 |
| Terakhir diubah: | 24 Oct 2014 02:02 |
| URI: | http://digilib.unila.ac.id/id/eprint/4480 |
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