Andri Budiman, 1221011059 (2014) ANALISIS FAKTOR PEMBENTUK CITRA MEREK SEPEDA MOTOR HONDA DI BANDAR LAMPUNG. Masters thesis, Universitas Lampung.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
Abstrak Bahasa Indonesia ANALISIS FAKTOR PEMBENTUK CITRA MEREK SEPEDA MOTOR HONDA DI BANDAR LAMPUNG Abstrak Andri Budiman Pasar sepeda motor di Indonesia ditandai dengan ketatnya persaingan antar merek. Honda mendominasi penjualan untuk sepeda motor selama kurun waktu 2008 sampai dengan 2011. Merek Yamaha menjadi merek kedua terbanyak yang mampu menjual sepeda motor, serta diikuti oleh merek Suzuki. Hal ini jika dibandingkan dengan pangsa pasar masing-masing merek terlihat Yamaha merupakan merek yang paling besar peningkatan pangsa pasarnya. Penelitian ini memiliki tujuan untuk mengetahui apakah persepsi kualitas, kesetiaan merek dan kesadaran merek berpengaruh terhadap citra merek sepeda motor Honda di Bandar Lampung. Hipotesis yang diajukan adalah Persepsi kualitas, loyalitas merek dan kesadaran merek berpengaruh terhadap pembentukan citra merek motor Honda di Bandar Lampung. Untuk mencapai tujuan penelitian dilakukan analisis data yang dikumpulkan dari 100 pemilik sepeda motor Honda di Bandar Lampung. Alat analisis yang digunakan adalah regresi linear berganda. Hasil penelitian diketahui bahwa konsumen memandang persepsi kualitas, kesadaran merek, kesetiaan merek dan citra merek motor Honda sudah baik dengan tara-rata skor 4. Hipotesis yang diajukan dapat diterima, karena berdasarkan angka signisikansi uji F sebesar 0,007. Angka ini lebih kecil dari angka pembanding yaitu sebesar 0,05. Besarnya koefisien determinasi (R2) variabel bebas terhadap variabel terikatnya sebesar 58,5% dan menempatkan variable kesetiaan merek sebagai faktor yang memiliki pengaruh terbesar dalam membentuk citra suatu merek. Abstrac Bahasa Inggris ANALYSIS BRAND IMAGE FRAMER OF HONDA MOTORCYCLE IN BANDAR LAMPUNG Abstract Andri Budiman Indonesia's motorcycle market is characterized by intense competition between brands. Honda dominated sales for motorcycles during the period 2008 to 2011. The brand Yamaha become the second largest brand is able to sell a motorcycle, and followed by the Suzuki brand. This is compared with a market share of each brand looks Yamaha is the brand most of the increase in market share. This study has the aim to determine whether the perceived quality, brand loyalty and brand awareness affects the brand image of Honda motorcycles in Dublin. The hypothesis is perceived quality, brand loyalty and brand awareness effect on the formation of brand image Honda in Dublin. To achieve the objectives of the research conducted analysis of data collected from 100 owners of Honda motorcycles in Dublin. The analytical tool used is multiple linear regression. The results reveal that consumers view perceived quality, brand awareness, brand loyalty and brand image Honda has been good with average scores equal 4. The hypothesis can be accepted, because it is based on the F test significant rate of 0.007. This figure is smaller than the comparable figures are 0.05. The magnitude of the coefficient of determination (R 2) independent variables on the dependent variable of 58.5% and put the brand loyalty variable as a factor that has the greatest influence in shaping the image of a brand. Some of the suggestions related to brand loyalty: brand motorcycles need to improve the perceived quality through advertising, ads that aired mediated ad should focus on Corporate Social Responsibility (CSR). Another thing that can intensify both ad impressions mediated print and electronic media. Keywords: perceived quality, brand loyalty, brand awareness and brand image
| Jenis Karya Akhir: | Tesis (Masters) |
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| Subyek: | |
| Program Studi: | Fakultas Ekonomi dan Bisnis > Magister Manajemen S2 |
| Pengguna Deposit: | 7150578 . Digilib |
| Date Deposited: | 30 Oct 2014 02:38 |
| Terakhir diubah: | 30 Oct 2014 02:38 |
| URI: | http://digilib.unila.ac.id/id/eprint/4901 |
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