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primary topic: http://digilib.unila.ac.id/id/eprint/5536

http://digilib.unila.ac.id/id/eprint/5536
type: Article
title: ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE I PHONE DI KOTA BANDAR LAMPUNG (Studi Kasus Pada Gerai Penjualan Handphone Pasadena Celluler, Basic Celluler dan Eka Jaya Celluler)
abstract: Era globalisasi menjanjikan suatu peluang dan tantangan bisnis bagi perusahaan yang ada di seluruh dunia. Seiring dengan perkembangan zaman teknologi telekomunikasi handphone tidak hanya menjadi instrumen peningkatan efektifitas dan efisiensi bisnis tetapi juga telah menjadi area bisnis yang sangat menjanjikan. Setiap perusahaan menyadari suatu kebutuhan untuk memaksimalkan aset-aset perusahaan demi kelangsungan perusahaan yang menghasilkan produk handphone salah satu nya melalui ekuitas merek. Berdasarkan latar belakang dan data-data peneliti dapatkan ekuitas merek menjadi komponen yang paling utama dalam keputusan pembelian seorang konsumen terhadap suatu produk, dalam penelitian ini peneliti menggambil sampel produk handphone Apple iPhone sebagai objek penelitian, karena peneliti melihat segi iPhone secara global menjadi market leader dengan ruang lingkup di Bandar Lampung yg menjadi market followers dari segi penjualan. Peneliti ingin melihat seberapa besar tingkat ekuitas merek yang meliputi kesadaran merek (brand awareness), persepsi kualitas (perceived quality), loyalitas merek (brand loyalty) dan asosiasi merek (brand association) dalam keputusan pembelian handphone iPhone di kota Bandar lampung. Metode pengumpulan data yang dilakukan melalui kuesioner dengan populasi sebanyak 100 orang. Validitas dan reliabilitas akan dianalisis lebih lanjut dari hasil kuesioner sebanyak 100 responden dengan menggunakan analisis kuantitatif sehingga menghasilkan kelayakan untuk pengujian selanjutnya. Pengolahan data untuk mengetahui pengaruh variabel yaitu menggunakan uji signifikansi parsial (uji t), uji signifikansi simultan (uji-f) dan koefisian determinasi (R²). Pada uji F secara bersama-sama fhitung sebesar 18,960 > t sebesar 2,47 dan pada (R²) sebesar 0,444 (44,4%), hasil uji t didapatkan nilai yang signifikan dimana perbandingan thitung dengan ttabel table ke-empat variable X lebih besar dari 1,986 atau thitung lebih besar dari ttabel pada taraf signifikan 95%. pada …
date: 2014-11-12
status: published
author list: authors
type: EPrint
type: OtherEPrint
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Fakultas Ekonomi dan Bisnis
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0911011036 abduh rahmat amri
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