ABSTRACT. viii. Universitas Kristen Maranatha
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- Surya Hartanto
- 7 tahun lalu
- Tontonan:
Transkripsi
1 ABSTRACT Increasing competition in each company should be able to win the competition by displaying the best products to meet consumer tastes and the ever-evolving and changing (Kotler, 2000). Along with the changing times and the increasing needs of transportation equipment for the automotive companies, especially in the field of motorcycles, especially PT. Kawasaki Motor Indonesia, which is needed by many people besides easy to maintain as well as quality. Increasingly fierce competition in the automotive world of motorcycle products, especially because this product is a tool of the most dominant ground transportation and required a lot owned by the sampling technique that researchers use the purposive sampling, which is the method of determination of the sample based on criteria particular. According to (Hair et all, 1998) suggests that the sample size of at least 50 respondents, or the well is more than 100 respondents. In the present study used a sample of 100 people. After testing the significance and the hypothesis, the researchers need to conduct testing of R Square to find out how much influence brand awareness (brand awareness) on Brand Image (Brand Image). The results of the research has been done of the influence of brand awareness (brand awareness) on Brand Image (Brand Image) branded Kawasaki Ninja motorcycle. It can be seen through a simple regression test (R Square) which shows the influence of brand awareness (brand awareness) on Brand Image (Brand Image) by 24.7% and 75.3% are influenced by other factors. Key words: Brand Awareness (Brand Awareness), Brand Image (Brand Image) viii
2 ABSTRAK Dalam meningkatkan persaingan masing-masing perusahaan harus dapat memenangkan persaingan tersebut dengan menampilkan produk yang terbaik dan dapat memenuhi selera konsumen yang selalu berkembang dan berubah-ubah (Kotler, 2000).Seiring dengan perkembangan jaman dan semakin meningkatnya kebutuhan alat transpotasi bagi perusahaan otomotif terutama di bidang sepeda motor khususnya PT. Kawasaki Motor Indonesia, dimana sangat dibutuhkan oleh banyak orang selain mudah perawatannya serta kualitasnya. Persaingan yang semakin ketat terjadi di dalam dunia otomotif khususnya produk sepeda motor karena produk ini merupakan alat transportasi darat yang paling dominan banyak dimiliki dan dibutuhkan oleh masyarakat Teknik pengambilan sampel yang peneliti gunakan adalah purposive sampling, yaitu merupakan metode penetapan sampel yang didasarkan pada kriteria-kriteria tertentu. Menurut (Hair et all, 1998) menyatakan bahwa ukuran sampel paling sedikit 50 responden atau paling baik adalah lebih dari 100 responden. Dalam penelitian ini sampel yang digunakan sebanyak 100 orang. Setelah melakukan pengujian signifikansi dan hipotesis, maka peneliti perlu melakukan pengujian R Square untuk mengetahui seberapa besar pengaruh Kesadaran Merek (Brand Awareness) terhadap Citra Merek (Brand Image). Hasil dari penelitian yang telah dilakukan yaitu adanya pengaruh Kesadaran Merek (Brand Awareness) terhadap Citra Merek (Brand Image) motor bermerek Kawasaki Ninja. Hal ini dapat dilihat lewat uji regresi sederhana (R Square) yang menunjukkan adanya pengaruh Kesadaran Merek (Brand Awareness) terhadap Citra Merek (Brand Image) sebesar 24,7%, serta 75,3% lainnya yang dipengaruhi oleh faktor lain. Kata kunci : Kesadaran Merek (Brand Awareness), Citra Merek (Brand Image) ix
3 DAFTAR ISI HALAMAN JUDUL... i HALAMAN PENGESAHAN... ii SURAT PERNYATAAN KEASLIAN SKRIPSI... iii SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN... iv KATA PENGANTAR... v ABSTRACT... viii ABSTRAK... ix DAFTAR ISI... x DAFTAR GAMBAR... xiii DAFTAR TABEL... xiv DAFTAR LAMPIRAN... xv BAB I PENDAHULUAN Latar Belakang Identifikaasi Masalah Maksud & Tujuan Penelitian Kegunaan Penelitian Bagi akademisi Bagi perusahaan Bagi teman-teman mahasiswa... 7 BAB II TINJAUAN PUSTAKA Kajian Pustaka Merek Ekuitas Merek Kesadaran Merek (Brand Awareness) Citra Merek (Brand Image) Persepsi kualitas (Perceived Quality) Loyalitas Merek Rerangka Teoritis x
4 2.3 Rerangka Pemikiran Pengembangan Hipotesis Model Penelitian BAB III METODE PENELITIAN Jenis Penelitian Populasi, Sampel & Teknik Pengambilan Sampel Sampel Teknik Pengambilan Sampel Definisi Operasional Variabel & Pengukuran Variabel Teknik Pengumpulan Data Metode Analisis Data Uji Validitas Uji Reliabilitas Uji Regresi Uji Validitas dengan menggunakkan korelasi bivariate Analisis pearson correlation Brand Awareness Analisis pearson correlation Brand Image Uji Reliabilitas BAB IV HASIL PENELITIAN & PEMBAHASAN Karakteristik Responden Analisis Karakteristik Responden berdasarkan Jenis Kelamin Analisis Karakteristik Responden berdasarkan Usia Analisis Karakteristik Responden berdasarkan Pekerjaan Analisis Karakteristik Responden menurut Brand Awareness mengenai Pengetahuan produk Kawasaki ninja Analisis Karakterisrik Responden menurut Brand Awareness mengenai Produk Kawasaki Ninja di antara merek kompetitor lainnya Analisis Karakteristik Responden menurut Brand Awareness mengenai kesadaran produk bermerek Kawasaki Ninja Analisis Karakteristik Responden menurut Brand Awareness mengenai pengetahuan kendaraan motor bermerek Kawasaki Ninja Analisis Karakteristik Responden menurut Brand Image mengenai karakteristik dari merek kendaraan motor Kawasaki Ninja yang muncul di ingatan konsumen dengan cepat Analisis Karakteristik Responden menurut Brand Image mengenai kecepatan konsumen mengingat simbol atau logo dari merek kendaraan motor Kawasaki Ninja Analisis Karakteristik Responden menurut Brand Image mengenai kepribadian yang kuat kendaraan motor bermerek Kawasaki Ninja xi
5 Analisis Karakteristik Responden menurut Brand Image mengenai kesan yang jelas dari orang yang menggunakan Kendaraan Motor bermerek Kawasaki Ninja Analisis Karakteristik Responden menurut Brand Image mengenai citra yang kuat dari kendaraan motor bermerek Kawasaki Ninja Analisis Karakteristik Responden menurut Brand Image mengenai atribut merek kendaraan motor Kawasaki Ninja yang tidak berwujud sebagai alasan untuk membelinya Analisis Karakteristik Responden menurut Brand Image mengenai nilai yang tinggi terhadap harga yang konsumen bayar kendaraan motor Kawasaki ninja Analisis Karakteristik Responden menurut Brand Image mengenai kendaraan motor Kawasaki ninja adalah merek yang sangat baik Analisis Karakteristik Responden menurut Brand Image mengenai kendaraan motor Kawasaki ninja adalah merek yang sangat bagus Analisis Karakteristik Responden menurut Brand Image mengenai kendaraan motor Kawasaki ninja adalah merek yang sangat menarik Analisis Karakteristik Responden menurut Brand Image mengenai kendaraan motor Kawasaki ninja adalah merek yang sangat menyenangkan Analisis Karakteristik Responden menurut Brand Image mengenai kendaraan motor Kawasaki ninja adalah merek yang unik Hasil Pengujian Hipotesis (Regresi) Analisis pengujian faktor-faktor yang mempengaruhi Brand Image Analisis pengujian model Regresi Analisis pengujian hipotesis penelitian Pembahasan penelitian Implikasi Manajerial BAB V KESIMPULAN & SARAN Kesimpulan Keterbatasan Peneitian Saran Daftar Pustaka Lampiran xii
6 DAFTAR GAMBAR Gambar 1.1 Piramida Brand Awareness Gambar 1.2 Rerangka teoritis Gambar 1.3 Rerangka pemikiran Gambar 1.4 Model Penelitian xiii
7 DAFTAR TABEL Tabel I Riset terdahulu Tabel II Definisi Operasional Variabel Tabel III Pearson Correlation Brand Awareness Tabel IV Pearson Correlation Brand Image Tabel V Cronbach Alpha Brand Awareness dan Brand Image Tabel VI Karakteristik Responden Berdasarkan Jenis Kelamin Tabel VII Karakteristik Responden Berdasarkan Usia Tabel VIII Karakteristik Responden Berdasarkan Pekerjaan Tabel IX Karakteristik Responden Berdasarkan menurut Brand Awareness Tabel X Karakteristik Responden Berdasarkan menurut Brand Awareness Tabel XI Karakteristik Responden Berdasarkan menurut Brand Awareness Tabel XII Karakteristik Responden Berdasarkan menurut Brand Awareness Tabel XIII Karakteristik Responden Berdasarkan menurut Brand Image Tabel XIV Karakteristik Responden Berdasarkan menurut Brand Image Tabel XV Karakteristik Responden Berdasarkan menurut Brand Image Tabel XVI Karakteristik Responden Berdasarkan menurut Brand Image Tabel XVII Karakteristik Responden Berdasarkan menurut Brand Image Tabel XVIII Karakteristik Responden Berdasarkan menurut Brand Image Tabel XIX Karakteristik Responden Berdasarkan menurut Brand Image Tabel XX Karakteristik Responden Berdasarkan menurut Brand Image Tabel XXI Karakteristik Responden Berdasarkan menurut Brand Image Tabel XXII Karakteristik Responden Berdasarkan menurut Brand Image Tabel XXIII Karakteristik Responden Berdasarkan menurut Brand Image Tabel XXIV Karakteristik Responden Berdasarkan menurut Brand Image Tabel XXV Model Summary Tabel XXVI Anova Tabel XXVII Coefficients xiv
8 DAFTAR LAMPIRAN Lampiran A Kuesioner Penelitian Lampiran B Uji Validitas Lampiran C Uji Reliabilitas Lampiran D Identitas Responden Lampiran E Uji Regresi xv
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Keywords: management control systems, leadership style, performance company
ABSTRACT Management control system is a series of actions and activities that occur in all activities of the organization and running continuously. Management control is not a separate system within an
ABSTRACT. Keywords: brand, price, service quality, consumer purchasing decisions, J.CO Donuts and Coffee. viii
ABSTRACT J.CO Donuts and Coffee is one of the cafes that have products such as donuts, coffee or tea, and frozen yoghurt which was founded by Johny Andrean. Brand J.CO Donuts and Coffee of course already
ABSTRACT. Keywords: Customer satisfaction, service quality. Universitas Kristen Maranatha
ABSTRACT This research was titled: "Effect of Service Quality on Consumer Satisfaction Primajasa In Transportation Company (Transportation Services BSM-Soetta)", the purpose of this study is to determine
ABSTRAK. Kata kunci: Kredibilitas Endorser, Ekuitas Merek
ABSTRAK Perkembangan perdagangan global, telah membuat semakin banyaknya barang-barang dan jasa yang membanjiri pasar. Para konsumen, ditawari akan pilihan berbagai produk dan jasa dengan beragam. Salah
Abstract. The development of the mobile telecommunications world increasingly marked by the
Abstract The development of the mobile telecommunications world increasingly marked by the emergence of fast-growing mobile operators competing. And mobile operators are competing to satisfy the customers
ABSTRACT. Keywords: advertising, direct marketing, events and ecperience, public relations, personal selling, sales promotion. Brand Awareness.
ABSTRACT Indonesia is a developing country, which at the time of current conditions among competing companies fighting over the attention of consumers so that their products much liked and bought. No exception
ABSTRACT. Keywords: Balanced Scorecard, employee performance. viii. Universitas Kristen Maranatha
ABSTRACT Balanced Scorecard (BSC) is a performance measurement system that not only measure performance through the financial perspective, but through nonfinancial perspective as well. Balanced Scorecard
ABSTRACT. viii. Universitas Kristen Maranatha
ABSTRACT Companies that will win the competition in a market segment should be able to reach the level of quality, not just the quality of its products, but quality viewed from all aspect. This can be
ABSTRACT. Keywords: television advertising, sales promotion, image. viii. Universitas Kristen Maranatha
ABSTRACT Increasingly tight competition among producers in line with the development of the business world. Surely every company wants to continue to survive life in a way they have to take steps that
ABSTRAK. Kata kata kunci : Harga, Promosi, Keputusan Pembelian. Universitas Kristen Maranatha
ABSTRAK Penelitian ini bertujuan untuk mengetahui tingkat pengaruh dari variabel variabel yang berupa Harga dan Promosi terhadap Keputusan Pembelian Produk Fashion Sundayclub melalui media sosial Instagram.
ABSTRACT. Keywords: Sense, feel, think, act, relate and customer satisfaction. ix Universitas Kristen Maranatha
ABSTRACT The study aims to determine the effect of experiential marketing variables include sense, feel, think, act and relate to customer satisfaction at Prudential Life Assurance Company. Given the importance
ABSTRACT. 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
PENGARUH PERSEPSI HARGA, ATRIBUT PRODUK, KESAN KUALITAS DAN CITRA MEREK TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA SHAMPOO SUNSILK DI SURABAYA TESIS
i PENGARUH PERSEPSI HARGA, ATRIBUT PRODUK, KESAN KUALITAS DAN CITRA MEREK TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA SHAMPOO SUNSILK DI SURABAYA TESIS Oleh: Jessica Nugroho, S.T. PROGRAM STUDI MAGISTER
ABSTRACT. Keywords : Operational Audit, Increased Effectiveness of Employee Performance. viii. Universitas Kristen Maranatha
ABSTRACT Operational audit should be able to control problems that might arise, usually a problem often faced is the employee performance. Each company held operational control which is expected to assist
ABSTRACT. Key words: Celebrity endorsers, Credibility, likeability, attractiveness, Meaningfulness and Brand Image
ABSTRACT One creative way to promote a product from an advertising is using a Celebrity Endorser. By using Celebrity endorser, consumers are expected to be interested in using these products and can create
ABSTRACT. Keywords: The management commitment on service quality, training, empowerment, rewards, job satisfaction.
ABSTRACT Employee service quality and excellence in serving customers is needed in an increasingly competitive environment for companies to retain customers. Thus every company should focus on employee
ABSTRAK. Kata kunci : brand awareness, brand image, brand trust online, minat beli
ABSTRAK Tokopedia merupakan situs jual beli online yang ada di Indonesia. Tokopedia memiliki visi "Membangun Indonesia yang Lebih Baik Lewat Internet". Cara Tokopedia mempertahankan eksistensinya dengan
ABSTRACT. Key Words: Brand community integration, product, brand community, viking community brand loyalty, satisfaction.
ABSTRACT Brand loyalty is one indicator of the success of the company through customers who have been loyal to the product or brand to promote the new consumer. Elements that influence the brand loyalty
ABSTRACT. Keywords: Pocari Sweat, Pocari Sweat Run, Sponsorship,Fit Event, Brand Trust and Brand Loyalty. Universitas Kristen Maranatha
ABSTRACT At this moment, there is an increase in promotional activity for the like of sponsorship where marketers tries to enhance brand loyalty by spending fund for many events, for example Pocari Sweat
ABSTRAK. Kata Kunci: Motivasi Intrinsik, Motivasi Ekstrinsik, Kinerja Karyawan
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Motivasi Intrinsik dan Ekstrinsik terhadap Kinerja Karyawan di tiga perusahaan sektor jasa, PT.Angkasa Pura II Bandung, Verona Palace Hotel Bandung,
ABSTRAK. 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
ABSTRACT. Keywords: Service quality, customer loyalty, tangible, realibility, responsiveness, assurance, empathy. viii Universitas Kristen Maranatha
ABSTRACT The purpose of this research is to examine and analyze the influence of service quality which consists of tangible, realibility, responsiveness, assurance, and empathy toward customer loyalty
ABSTRACT. vii. Universitas Kristen Maranatha
ABSTRACT This Final Exam titled "EFFECT TRAINING EMPLOYEE PRODUCTIVITY IN PD ANUGERAH JAYA, CIMAHI". Problems are going to be solved by this study are: 1. How is the response employees regarding training
ABSTRAK. Kata kunci : customer engagement,word of mouth, brand loyalty. Universitas Kristen Maranatha
ABSTRAK Maybelline adalah produk kosmetik berlisensi global yang di pegang PT. L oreal Indonesia. Maybelline bersaing dengan merek - merek kosmetik lain untuk menjadi top brand di Indonesia. Maybelline
ABSTRACT. Keywords: sensitivity, response, brand extension
ABSTRACT Brand plays a role in a company to run the competition in the business world. Competition situation in the business world in today s changing very drastically that it become increasingly competitive.
ABSTRACT. Keywords: Management Control Systems, Organizational Culture, and Innovation Work. vii Universitas Kristen Maranatha
ABSTRACT Implementation of the new control system and effective management will lead to the improvement of organizational innovation and achievement of organizational goals. Therefore we need an innovative
ABSTRAK. x U n i v e r s i t a K r i s t e n M a r a n a t h a
ABSTRAK Seiring dengan pertumbuhan masyarakat di Indonesia menyebabkan semakin tingginya mobilisasi penduduk dari satu daerah ke daerah lain sehingga pemerintah menanggapinya dengan membangun jalan bebas
ABSTRAK. Kata Kunci : branded product, kemasan, minat beli. vi Universitas Kristen Maranatha
ABSTRAK Penelitian ini bertujuan untuk mengetahui berapa besar pengaruh branded product terhadap minat beli konsumen di Cianjur Jawa Barat. Serta mengetahui dimensi dari branded product apakah yang paling
ABSTRACT. 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
ABSTRACT. Keywords: consumer s interest buying,location, test data. viii Universitas Kristen Maranatha
ABSTRACT In the Bandung which is currently undergoing development in various fields of business. The companies in Bandung consider the selection of the location in which they prioritize strategic business
ABSTRAK. Kata kunci: waiting time, servicecape dan perceived value. vii. Universitas Kristen Maranatha
ABSTRAK Meningkatnya intensitas persaingan dan jumlah pesaing menuntut perusahaan untuk selalu memperhatikan kebutuhan dan keinginan konsumen serta berusaha memenuhi harapan konsumen dengan cara memberikan
ABSTRACT. keywords: location, brand image, purchase decision. i Universitas Kristen Maranatha
ABSTRACT This study aims to analyze the influence of the location and brand image on purchase decisions at the Starbucks Paris Van Java Bandung, sample in this study is that consumers who never visited
ABSTRAK. Kata Kunci : Audit Internal, Pencegahan Kecurangan. vii. Universitas Kristen Maranatha
ABSTRAK Kecurangan juga sewaktu-waktu bisa terjadi dalam perusahaan. Segala bentuk kecurangan dapat dihindari jika pengendalian internal dalam perusahaan berjalan dengan baik. Dalam hal ini, audit internal
ABSTRAK. Kata kunci: Kepuasan pelanggan, retensi pelanggan, loyalitas pelanggan. Universitas Kristen Maranatha
ABSTRAK Dewasa ini kebutuhan akan kendaraan baik motor ataupun mobil sangatlah tinggi dimana kebanyakan orang mulai memerlukan kendaraan baik untuk bepergian jarak dekat maupun jarak jauh. Perbandingan