title: PENGARUH   KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI  MEREK, LOYALITAS MEREK DAN NILAI BUDAYA LOKAL   TERHADAP MINAT BELI PADA  TOKO WALEU LAMPUNG      
creator: GDE AGUNG DANKHYANG RAJENDRA , 1316051034
subject: H Social Sciences (General)
description: ABSTRAK    Tujuan penelitian adalah untuk menganalisis pengaruh kesadaran merek, persepsi  kualitas, asosiasi merek, loyalitas merek, dan nilai budaya  terhadap minat beli  pada toko Walue Lampung. Jumlah sampel yang digunakan sebanyak 90 sampel  pengunjung Toko Waleu Lampung. Teknik pengumpulan data menggunakan  kuesioner dengan menggunakan pendekatan regresi linear berganda yang dibantu  program SPSS 21.0. Hasil penelitian secara parsial terdapat dua variabel yang  tidak signifikan dan tiga variabel yang memiliki pengaruh signifikan yaitu  Kesadaran merek dan Persepsi kualitas tidak berpengaruh signifikan terhadap  minat beli pada Toko Waleu lampung; serta Asosiasi merek,  Loyalitas merek,  dan Nilai budaya lokal berpengaruh signifikan terhadap minat beli pada Toko  Waleu Lampung. Secara simultan, terdapat pengaruh yang positif dan signifikan  antara kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek dan  nilai budaya lokal terhadap minat beli pada toko Waleu Lampung. Hasil uji R  ,  perhitungan menujukkan besarnya pengaruh keseluruhan variabel sebesar 0.428  yang berarti memiliki pengaruh sebesar 42.8%. Adapun sisanya 57.2% dijelaskan  oleh sebab-sebab lain yang tidak diteliti dalam penelitian ini. Kesadaran merek,  persepsi kualitas dan asosiasi merek tentunya bisa menjadi perbaikan bagi toko  waleu itu sendiri terkait peningkatan merek serta kualitas produk yang dirasa  perlu demi bersaing dengan produk lain.   Kata Kunci: Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Loyalitas  Merek, Nilai Budaya Lokal dan Minat Beli.   2    ABSTRACT      The purpose of the research was to analyze the effect of brand awareness,  perceptions of quality, Association of the brand, brand loyalty, and cultural  values against the interest in buying at stores Walue Lampung. The number of  samples that are used as much as 90 visitors sample Waleu Lampung.  Engineering data collection using the questionnaire by using multiple linear  regression approach assisted programs SPSS 13.0. Results of research partially  there are two variables that were not significant and the three variables have a  significant influence, namely brand awareness and perception of quality is not  significant effect against the interest in buying at Stores Waleu lampung; as well  as the Association of the brand, brand loyalty, and influential local cultural  values significantly to buy interest in Souvenirs Waleu Lampung. Simultaneously,  there is a positive and significant influence between the brand awareness,  perceptions of quality, Association of the brand, brand loyalty and values of local  culture against the interest in buying at stores Waleu Lampung. Test result shows  the calculation of R2, the overall influence of variable magnitude 0428 which  means it has the influence of 26.6%. As for the remaining 35.5% explained by  other causes which are not examined in this study. Brand awareness, perceptions  of quality and brand association certainly could be an improvement for souvenirs  waleu related branding itself as well as the quality of the product that it is  reasonably necessary in order to compete with other products.    Keywords: brand awareness, perceptions of quality, Association of the brand,  brand loyalty, local cultural Values and interests.    
publisher: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
date: 2017-03-16
type: Skripsi
type: NonPeerReviewed
format: text
identifier: http://digilib.unila.ac.id/26213/1/ABSTRAK%20%28ABSTRACT%29.pdf
format: text
identifier: http://digilib.unila.ac.id/26213/2/SKRIPSI%20FULL.pdf
format: text
identifier: http://digilib.unila.ac.id/26213/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf
identifier:   GDE AGUNG DANKHYANG RAJENDRA , 1316051034  (2017) PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK, LOYALITAS MEREK DAN NILAI BUDAYA LOKAL TERHADAP MINAT BELI PADA TOKO WALEU LAMPUNG.  FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.     
relation: http://digilib.unila.ac.id/26213/