Rinda, 1116051072 (2015) ANALISIS PENGARUH KUALITAS PRODUK TERHADAP CITRA MEREK PRODUK SMARTPHONE (Studi Pada Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk terhadap citra merek produk smartphone pada mahasiswa di Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Lampung. Pengaruh kualitas produk diukur melalui 8(delapan) dimensi yaitu: kinerja, fitur, kehandalan, kesesuaian, kemudahan perbaikan, daya tahan, keindahan, dan kualitas yang dirasakan. Jenis penelitian yang digunakan adalah eksplanasi research dengan pendekatan kuantitatif. Metode pengumpulan data kuesioner yang disebarkan kepada 97 orang responden yang menggunakan smartphone merek SAMSUNG. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Dan hasil analisis, menunjukkan bahwa kualitas produk mempengaruhi citra merek. Uji validitas menggunakan korelasi product moment dan ada 21 pertanyaan yang dinyatakan valid dari semua pertanyaan yang diajukan. Uji reliabilitas menggunakan alpha cronbach dan hasil semua variabel lebih dari 0,6 sehingga dapat dinyatakan bahwa alat ukur yang digunakan adalah handal. Kesimpulan menunjukkan bahwa kualitas produk telah mempengaruhi citra merek smartphone merek SAMSUNG. Dan ada hubungan yang “sedang” antara kualitas produk terhadap citra merek. Kata Kunci : Kualitas Produk, Citra Merek. The objective of this research would be to know the effect of product quality on brand image smartphone for student in Social Science and Politics Faculty of Lampung University. The influence of quality product was measured through 8(eight) dimensions, wchich are performance, features, realibility, conformance, serviceability, durability, asthettic, and perceived quality. This research type is eksplanation research with quantitative approach. Methods of data collection questionnaire distributed by the 97 respondents who use a smartphone SAMSUNG brands. Data analysis used are descriptive analysis and analysis of regresi doubled linear. From the analysis, showing that the quality product affected brand image. Validity test using product moment correlation and there were 21 questions that declared valid from all questions that submitted. Reliability test using alpha cronbach and the result for all variables are more than 0,6 thereby it can be declared that measuring instrument that used is reliable. Conclusions have shown that the quality product have influenced brand image SAMSUNG smartphone brands. And there is a relationship that is “medium” between the quality of the product to the brand image. Keyword : Quality Product, Brand Image.
| Item Type: | Other |
|---|---|
| Subjects: | A General Works = Karya Karya Umum H Ilmu Sosial = Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | 4425941 . Digilib |
| Date Deposited: | 09 Jul 2015 04:30 |
| Last Modified: | 09 Jul 2015 04:30 |
| URI: | http://digilib.unila.ac.id/id/eprint/10839 |
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