ABSTRAK. Kata Kunci : Ekuitas merek dan Minat Beli. iii. Universitas Kristen Maranatha
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1 ABSTRAK Penelitian ini membahas secara umum tentang bagaimana pengaruh ekuitas merek terhadap minat beli pada produk Toyota Avanza di lingkungan mahasiswa/i Bandung. Dimensi ekuitas merek berdasarkan persepsi konsumen terdiri dari performance, social image, value, trustworthiness, dan attachment. Untuk memperoleh informasi yang dibutuhkan, penulis menyebarkan kuisoner kepada 150 responden di mana respondennya adalah mahasiswa/i Fakultas Ekonomi Bandung. Kemudian dianalisa secara kuantitatif dengan menggunakan program SPSS Kesimpulannya adalah ekuitas merek mempunyai pengaruh yang positif terhadap minat beli sebesar 10%. Oleh karena itu Toyota Avanza harus dapat mempertahankan atau bahkan meningkatkan ekuitas merek. Kata Kunci : Ekuitas merek dan Minat Beli iii
2 ABSTRACT This research will explain generally abaout how brand equity influences consumer s interests buying at Toyota Avanza s product in the environmental students of Maranatha Christian University Bandung. Customer based brand equity have five dimensions which are performance, social image, value, trustworthiness, and attachment. To obtain the required information, the writer has distribute questionnaire to 150 respondents to students of Economic Faculty in Maranatha Chrisrtian University Bandung. The author uses a qualitative method of analysis in the form of detailed descriptions, and also in quantitatively using SPSS s program The conclusion is that brand equity has a positive influence on the buying interests of 10%. Therefore Toyota Avanza should be able to maintain or even enhance brand equity. Keywords : Brand Equity and Interests Buying iv
3 DAFTAR ISI KATA PENGANTAR... i ABSTRAK... iii ABSTRACT... iv DAFTAR ISI... v DAFTAR GAMBAR... viii DAFTAR TABEL... ix BAB I PENDAHULUAN Latar Belakang Masalah Identifikasi Masalah Maksud dan Tujuan Penelitian Kegunaan Penelitian... 5 BAB II TUJUAN PENELITIAN Pemasaran Produk Merek Ekuitas Merek Customer Brand Equity Perilaku Konsumen Minat Beli v
4 2.8 Kerangka AIDA Kerangka Pemikiran Uji Hipotesis BAB III DATA DAN ANALISIS MASALAH Metode Penelitian Operasional Variabel Populasi dan Sampel Teknik Pengumpulan Data Metode Analisis Data Uji Instrumen Uji Validitas Uji Reliabilitas Uji Asumsi Klasik Uji Ouliers Uji Normalitas Analisis Regresi Linear Sederhana Persamaan Regresi Uji Hipotesis Besar Pengaruh Koefisien Determinasi BAB IV HASIL DAN PEMBAHASAN Hasil Penelitian Profil Responden vi
5 4.2.1 Profil Responden Berdasarkan Usia Profil Responden Berdasarkan Jenis Kelamin Profil Responden Berdasarkan Pendapatan per Bulan Pernyataan Responden Mengenai Ekuitas Merek Pernyataan Responden Mengenai Performance Pernyataan Responden Mengenai Social Image Pernyataan Responden Mengenai Value Pernyataan Responden Mengenai Trustworthiness Pernyataan Responden Mengenai Attachement Pernyataan Responden Mengenai Minat beli Pernyataan Responden Mengenai Attention Pernyataan Responden Mengenai Interest Pernyataan Responden Mengenai Desire Pernyataan Responden Mengenai Action Uji Instrumen Uji Normalitas Uji Outliers Uji Validitas Uji Reliabilitas Uji Regresi Sederhana BAB V SIMPULAN DAN SARAN Kesimpulan Saran vii
6 5.3 Keterbatasan Penelitian DAFTAR PUSTAKA LAMPIRAN viii
7 DAFTAR GAMBAR Halaman Gambar 1 Kerangka Pemikiran ix
8 DAFTAR TABEL Halaman Tabel I Jenis Pengetahuan Produk... 9 Tabel II Tingkatan Pengetahuan Produk Tabel III Tabel Operasional Variabel x Tabel IV Tabel Operasional Variabel y Tabel V Profil Responden Berdasarkan Usia Tabel VI Profil Responden Berdasarkan Jenis Kelamin Tabel VII Profil Responden Berdasarkan Pendapatan perbulan Tabel VIII Konsumen merasa Toyota Avanza Adalah Mobil yang Hemat Tabel IX Toyota Avanza Memiliki Mesin yang Tahan Lama Tabel X Toyota Avanza Nyaman Dipakai Tabel XI Sparepart Toyota Avanza Mudah Didapat Tabel XII Toyota Avanza Adalah Mobil Keluarga Tabel XIII Saya Membeli Toyota Avanza Ada Pilihan yang Bijak Tabel XIV Design Toyota Avanza Tidak Ketinggalan Zaman Tabel XV Konsumen Memiliki Ketertarikan Khusus Terhadap Toyota Avanza Tabel XVI Konsumen Bisa Membedakan Tipe Mobil Toyota Avanza Tabel XVII Konsumen Mengenal Toyota Avanza Tabel XVIII Konsumen Mengetahui Bengkel Toyota Avanza Di Bandung. 50 Tabel XIX Konsumen Memilih Toyota Avanza Di Kelasnya Tabel XX Konsumen Ingin Memiliki Toyota Avanza x
9 Tabel XXI Konsumen Merasa Nyaman Dipakai di Setiap Kondisi Tabel XXII Konsumen Akan Membeli Toyota Avanza Jika Memiliki Dana yang Cukup Tabel XXIII Konsumen Merasa Toyota Avanza Banyak Diminati Oleh Konsumen Untuk Merek Toyota Tabel XXIV Hasil Uji Normalitas Tabel XXV Hasil Uji Outlier Tabel XXVI Hasil Uji Validitas Awal Tabel XXVII Hasil Uji Validitas Akhir Tabel XXVIII Hasil Uji Realiabilitas Variabel X Tabel XXIX Hasil Uji Realibilitas Variabel Y Tabel XXX Tabel ANOVA Tabel XXXI Tabel Koefisien Tabel XXXII Tabel Model Summary xi
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ABSTRAK Dalam menjalankan suatu usaha, diperlukan sumber daya manusia sebagai peran aktif di dalam menjalankan proses manajemen. Maka dari itu diperlukannya seorang pemimpin yang handal, guna untuk mengendalikan
Lebih terperinciABSTRAK. Kata kunci : brand image dan minat beli konsumen. UNIVERSITAS KRISTEN MARANATHA
ABSTRAK Perkembangan dunia bisnis pada saat ini tumbuh dan berkembang sangat pesat khususnya pada bidang retail fashion surfing. Hal ini dapat dilihat dari persaingan yang tumbuh di antara perusahaan-perusahaan
Lebih terperinciABSTRACT. Keywords: Location, Price, Buying Decision. Universitas Kristen Maranatha
ABSTRACT Culinary business has become a very promising business and preferred by many people because of the food and drink is a product that is needed at once sought by the people every time. Emerging
Lebih terperinciABSTRACT. Keywords: Celebrity Endorser, Attractiveness, Trustworthiness, Expertise, Interest. vi Universitas Kristen Maranatha
ABSTRACT In doing marketing strategies, understand consumer behavior must be observed. One of the marketing strategy is advertising, marketers can use advertising by using celebrity endorser. The selection
Lebih terperinciABSTRAK. Kata-kata kunci: brand trust,brand, loyalitas pelanggan, purposive sampling, likert, regresi. iii Universitas Kristen Maranatha
ABSTRAK Dewasa ini pertumbuhan bisnis dalam bidang fashion semakin berkembang dan semakin banyak memiliki pesaing, dikarenakan kreativitas serta inovasi yang tak terbatas membuat semakin beragamnya bentuk
Lebih terperinciABSTRACT. Keywords: Participation Budgeting, Managerial Performance, style of leadership, quality of human resources.
ABSTRACT The budget is an element in the management control system that serves as a planning tool, a tool of work coordinating and monitoring tools for the job of top managers to improve managerial performance
Lebih terperinciAbstrak. Kata Kunci: Service Quality, Loyalitas Pelanggan. Universitas Kristen Maranatha
Abstrak Penelitian ini dilatarbelakangi oleh kondisi persaingan bisnis industri jasa pengiriman barang dari waktu ke waktu yang semakin banyak, sehingga perusahaan harus membuat strategi pemasaran baru
Lebih terperinciABSTRAK. Salah satu hal yang dapat mempengaruhi opini atau persepsi di benak konsumen
ABSTRAK Salah satu hal yang dapat mempengaruhi opini atau persepsi di benak konsumen adalah atmosphere toko. Pendapat atau pesepsi negatif akan datang dari konsumen jika konsumen kurang menyukai suasana
Lebih terperinciDAFTAR ISI. ABSTRACT. iv. KATA PENGANTAR... v. DAFTAR ISI... viii. DAFTAR TABEL... xv. DAFTAR GAMBAR... xviii. DAFTAR LAMPIRAN...
DAFTAR ISI HALAMAN JUDUL LEMBAR PENGESAHAN ABSTRAK...iii ABSTRACT. iv KATA PENGANTAR... v DAFTAR ISI... viii DAFTAR TABEL... xv DAFTAR GAMBAR... xviii DAFTAR LAMPIRAN... xx BAB I PENDAHULUAN... 1 1.1 Latar
Lebih terperinciABSTRAK. Kata-kata kunci:electronic word of mouth,brand image,purchase intention.
ABSTRAK Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh electronic word of mouth dan brand image terhadap purchase intention mahasiswa Universitas Kristen Maranatha pada situs Lazada
Lebih terperinciABSTRACT. Key words : Job duties and responsibilities, advancement training and supervisor, and personal concern. viii. Universitas Kristen Maranatha
ABSTRACT As the great number of cases happening to the profession of public accountants cause the decreasing trust of the public to the profession of an auditor. This research discusses about how the influence
Lebih terperinciKata Kunci: Internet, Perceived Service Quality, Perceived Product Quality, Perceived Price Fairness, Kepuasan Konsumen
ABSTRAK Kualitas pelayanan merupakan salah satu faktor kunci dalam penilaian pelanggan tentang keunggulan perusahaan secara keseluruhan. Hal ini menunjukkan bahwa persepsi kualitas mirip dengan sikap umum
Lebih terperinciDAFTAR ISI. ABSTRAK... iii. ABSTRACT... iv. KATA PENGANTAR... v. DAFTAR ISI... viii. DAFTAR TABEL... xiv. DATAR GAMBAR... xvi. DAFTAR LAMPIRAN...
DAFTAR ISI LEMBAR PENGESAHAN PERNYATAAN PROGRAM SARJANA ABSTRAK... iii ABSTRACT... iv KATA PENGANTAR... v DAFTAR ISI... viii DAFTAR TABEL... xiv DATAR GAMBAR... xvi DAFTAR LAMPIRAN... xvii BAB I PENDAHULUAN...
Lebih terperinciABSTRACT. iii Universitas Kristen Maranatha
ABSTRACT In Indonesia cigarette user growth is increasing from year to year. In 2007, the number of smokers in Indonesia is 65,2 million smokers. Whereas in tahun1995 only sebesar34.7 million. Sampoerna
Lebih terperinciABSTRACT. iii Universitas Kristen Maranatha
ABSTRACT This research has a background of the emergence of inter-brand competition phenomenon, primarily for the category of notebook in Indonesia. This research specially discusses equity strength of
Lebih terperinciUniversitas Kristen Maranatha
ABSTRAK Dalam memilih suatu produk yang akan dibeli, konsumen memiliki beberapa kriteria tersendiri sesuai dengan karakteristik dari konsumen itu sendiri. Salah satu kriteria yang paling banyak digunakan
Lebih terperinciABSTRACT. Keywords: DER, ROA, ROE, EPS, and Stock Price. viii Universitas Kristen Maranatha
ABSTRACT Along with the progress of mining industry, there is a capital needed for business expansion. An effort to obtain using go public process that makes investor investment in stock. Observer intends
Lebih terperinciABSTRAK. Kata Kunci: Celebrity Endorser, Attractiveness, Trustworthiness, Expertise, Keputusan Pembelian, Lee Min Ho, Kopi
ABSTRAK Tujuan Penelitian ini adalah untuk mengetahui apakah ada pengaruh celebrity endorser terhadap keputusan pembelian pada para mahasiswa konsumen Luwak White Koffie di, Bandung. Objek Penelitian ini
Lebih terperinciABSTRACT. Keywords: Indomie, Brand Equity, Purchase Decision. Universitas Kristen Maranatha
ABSTRACT Instant noodles rivalry is increasingly widespread, making a lot of manufacturers that produce instant noodle compete closely for the hearts of consumers to buy their products, one of the manufacturer
Lebih terperinciPENGARUH BRAND TRUST TERHADAP BRAND LOYALTY (STUDI KASUS PADA KECAP BANGO DI BANDUNG) ABSTRAK NOFFI EKA WAHYUNINGSIH O652033
PENGARUH BRAND TRUST TERHADAP BRAND LOYALTY (STUDI KASUS PADA KECAP BANGO DI BANDUNG) ABSTRAK NOFFI EKA WAHYUNINGSIH O652033 This script guided by: Dr. Anny Nurbasari, SE., MP The purpose of this study
Lebih terperinciLampiran i Jawaban Responden atas Kepuasan Pemakai
Lampiran i Jawaban Responden atas Kepuasan Pemakai No Responde n Jawaba n 71 (Y) P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 Total 1 7 7 7 7 7 7 7 7 7 7 7 77 2 6 6 6 6 6 6 7 6 6 6 6 67 3 7 7 7 7 7 7 7 7 7 7 7 77
Lebih terperinciABSTRACT. Key words: consumer behavior, experiential marketing, customer loyalty. Universitas Kristen Maranatha
ABSTRACT Experiential marketing strategy try to create a positive experience for the consumer in consuming products or services that can be used as a reference for marketers to predict future consumer
Lebih terperinciABSTRACT. Keywords: Store Atmosphere, Exterior, General Interior, Store Layout, Interior Design, Interests Buy, and Circle K
ABSTRAK Circle K adalah sebuah convenience store yang beroperasi 24 jam penuh. Circle K menjadi trend-setter bagi banyak minimarket sejenis yang muncul saat ini. Saat ini Circle K populer di kota besar
Lebih terperinciABSTRACT The Relation Between Applying Internal Audit Profession Standard With Realization of Good Corporate Governance PT. POS Indonesia (Persero)
ABSTRACT The Relation Between Applying Internal Audit Profession Standard With Realization of Good Corporate Governance at PT. POS Indonesia (Persero) This research owns target to find out whether applying
Lebih terperinciABSTRAK. Kata kunci : Brand Ambassador, Brand Image. Universitas Kristen Maranatha vii
ABSTRAK Saat ini, pasar kosmetik dan perawatan tubuh bukan hanya mengincar konsumen wanita, namun dengan seiring perkembangan jaman dan gaya hidup, para kaum pria juga membutuhkan produk perawatan. Perusahaan
Lebih terperinci