?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KOMUNIKASI+MEREK+DAN+CITRA+MEREK+TERHADAP%0D%0AKEPERCAYAAN+MEREK+PEMAKAI+SEPEDA+MOTOR+HONDA&rft.creator=MUHAMMAD+RAMADHAN%2C++1441011039&rft.subject=HB+Economic+Theory&rft.subject=HD28+Management.+Industrial+Management&rft.description=Persaingan+industri+kendaraan+bermotor+roda+dua+yang+ketat+menuntut+perusahaan%0D%0Aprodusen+sepeda+motor+mampu+menyedia+kendaraan+yang+baik+dan+bermutu+tinggi%0D%0Akepada+para+konsumenya.+Penjualan+sepeda+motor+Honda+di+Kalianda+Lampung%0D%0ASelatan+berfluktuasi+dan+pertumbuhan+penjualannya+hanya+sebesar+3%2C5%25+dan+angka%0D%0Apertumbuhan+ini+jauh+dibawah+target+yaitu+sebesar+10%25+dan+Honda+sebagai+pemimpin%0D%0Apasar+dengan+pangsa+sebesar+43%25+diikuti+dengan+Yamaha+sebesar+34%25.+Permasalahan%0D%0Apenelitian+ini+adalah+apakah+komunikasi+merek+dan+citra+merek+berpengaruh+positif%0D%0Aterhadap+kepercayaan+merek.%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+pengaruh+variabel+komunikasi+merek+dan%0D%0Acitra+merek+terhadap+kepercayaan+merek+pemakai+sepeda+motor+di+Kalianda+Lampung%0D%0ASelatan.+Metode+sampling+yang+digunakan+pada+penelitian+ini+adalah+non+probability%0D%0Asampling+dengan+teknik+judment+sampling.+Jumlah+sampling+terpilih+sebanyak+100%0D%0Akonsumen+pemilik+Motor+Honda+di+Lampung+Selatan.+Metode+pengolahan+data+yang%0D%0Adigunakan+adalah+regresi+linear+berganda.%0D%0AHasil+penelitian+diketahui+bahwa+variabel+komunikasi+merek+dan+citra+merek%0D%0Aberpengaruh+signifikan+positif+terhadap+kepercayaan+merek.Variabel+kepercayaan%0D%0Amerek+merupakan+variabel+yang+memiliki+pengaruh+terbesar+terhadap+kepercayaan%0D%0Amerek.+Pengaruh+terbesar+kedua+yaitu+variabel+citra+merek.+Saran+yang+diajukan%0D%0Aadalah+mempertahankan+kualitas+produk+yang+bermutu+baik+dan+selalu%0D%0Amengkomunikasikan+merek+Honda+menggunakan+sosial+media+yang+tepat.+Serta%0D%0Amembuat+iklan+dan+promosi+yang+dilakukan+secara+lokal+oleh+Dealer-Dealer+Honda+di%0D%0ALampung+yang+menjelaskan+kelebihan+dan+kekuatan+motor+Honda+jika+dibandingkan%0D%0Adengan+pesaing..%0D%0AKata+Kunci+%3A+komunikasi+merek%2C+citra+merek+dan+kepercayaan+merek%0D%0A%0D%0AABSTRACT%0D%0A%0D%0AThe+tight+competition+of+the+two-wheeled+motorized+vehicle+industry+requires%0D%0Amotorcycle+manufacturers+to+provide+good+and+high+quality+vehicles+to+their%0D%0Acustomers.+Honda+motorcycle+sales+in+Kalianda%2C+South+Lampung+fluctuated+and+sales%0D%0Agrowth+was+only+3.5%25+and+this+growth+rate+was+far+below+the+target+of+10%25+and%0D%0AHonda+as+the+market+leader+with+a+43%25+share+followed+by+Yamaha+34%25.+The+problem%0D%0Aof+this+research+is+whether+brand+communication+and+brand+image+have+a+positive%0D%0Aeffect+on+brand+trust.%0D%0AThis+study+aims+to+determine+the+effect+of+brand+communication+variables+and+brand%0D%0Aimage+on+the+trust+of+motorcycle+users+in+Kalianda+South+Lampung.+The+sampling%0D%0Amethod+used+in+this+study+is+non+probability+sampling+with+judment+sampling%0D%0Atechnique.+The+number+of+sampling+was+selected+as+many+as+100+consumers+of+Honda%0D%0AMotor+owners+in+South+Lampung.+The+data+processing+method+used+is+multiple+linear%0D%0Aregression.%0D%0AThe+results+of+the+study+revealed+that+brand+communication+variables+and+brand%0D%0Aimage+have+a+significant+positive+effect+on+brand+trust.+Brand+trust+variables+are%0D%0Avariables+that+have+the+greatest+influence+on+brand+trust.+The+second+biggest+influence%0D%0Ais+the+brand+image+variable.+The+suggestion+put+forward+is+to+maintain+good+quality%0D%0Aproducts+and+always+communicate+the+Honda+brand+using+the+right+social+media.+As%0D%0Awell+as+making+advertisements+and+promotions+carried+out+locally+by+Honda+dealers%0D%0Ain+Lampung%2C+which+explain+the+advantages+and+strengths+of+Honda+motorcycles+when%0D%0Acompared+to+competitors+...%0D%0AKeywords%3A+brand+communication%2C+brand+image+and+brand+trust&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2018-08-16&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F33232%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F33232%2F17%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F33232%2F18%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++MUHAMMAD+RAMADHAN%2C+1441011039++(2018)+PENGARUH+KOMUNIKASI+MEREK+DAN+CITRA+MEREK+TERHADAP+KEPERCAYAAN+MEREK+PEMAKAI+SEPEDA+MOTOR+HONDA.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F33232%2F