Taufick Pradipta, 0856051044 (2014) PENGUATAN SEBUAH MERK TERHADAP CO-BRANDING(Studi Pada Mahasiswa Fisip Yang Mengkonsumsi Air Mineral Dalam Kemasan Ades). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstract
ABSTRACT A Brand Strengthening Towards Co-Branding(The Study Of Ades Mineral Water Custumers Of The Stundents Of Social Politic Faculty Of Lampung University) This research is an explanatory research. This study aims to determine the influence of Brand Equity to Co-Branding. This study used a questionnaire as an instrument for taking a sample of 81 respondents, who are students of Social Politic Faculty on University of Lampung who consume Ades mineral water, while the analysis of data by multiple linear regression. The results of data analysis using multiple linear regression showed that partially there is significant effect between Brand Loyalty (X1) to co-branding. Beside that no significant influence of brand awareness (X2), Brand Association (X3), Brand Perceived Quality (X4) partially on the co -branding. Simultaneously there was an effect simultaneously or jointly between Brand Loyalty (X1) Brand Awaraness, (X2), Brand Association (X3), Brand Perceived Quality (X4) to co-branding (Y). Therefore Ades need to maintain a merger of the two brands are made to the coca cola that consumers are more loyal to the Ades. Keywords : Brand Loyalty, Brand Awaraness, Brand Association, brand Perceived Quality, co-branding. ABSTRAK PENGUATAN SEBUAH MERK TERHADAP CO-BRANDING(Studi Pada Mahasiswa Fisip Yang Mengkonsumsi Air Mineral Dalam Kemasan Ades ) Penelitian ini merupakan jenis penelitian eksplanatori. Penelitian ini bertujuan untuk mengetahui besarnya pengaruh Brand Equity terhadap Co-Branding. Penelitian ini menggunakan kusioner sebagai instrument untuk mengambil sampel sebanyak 81 orang responden, yang merupakan mahasiswa Fisip Universitas Lampung yang mengkonsumsi air mineral dalam kemasan Ades, sementara analisis data dengan regresi linier berganda. Hasil analisis data dengan menggunakan regresi linier berganda menunjukan bahwa secara parsial ada pengaruh yang signifikan antara X1 (Brand Loyalty) terhadap co-branding. secara parsial tidak ada pengaruh yang signifikan antara brand awareness (X2), Brand Association (X3), dan Brand Perceived Quality (X4) terhadap co-branding. Secara simultan ada pengaruh secara simultan atau bersama-sama antara Brand Loyalty (X1) Brand Awaraness, (X2), Brand Association (X3), Brand Perceived Quality (X4) terhadap co-branding (Y). Oleh karena itu Ades perlu mempertahankan penggabungan kedua merek yang dilakukan kepada coca cola agar konsumen semakin loyal terhadap Ades. Kata kunci : Brand Loyalty, Brand Awaraness, Brand Association, Perceived Quality, co-branding.
| Item Type: | Other |
|---|---|
| Subjects: | A General Works = Karya Karya Umum A General Works = Karya Karya Umum > Karya Karya Umum = 000 |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | 0882819 . Digilib |
| Date Deposited: | 09 Jan 2015 06:51 |
| Last Modified: | 09 Jan 2015 06:51 |
| URI: | http://digilib.unila.ac.id/id/eprint/6339 |
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