ABSTRACT. Keywords: Indomie, Brand Equity, Purchase Decision. Universitas Kristen Maranatha
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- Adi Sudjarwadi
- 7 tahun lalu
- Tontonan:
Transkripsi
1 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 isindomie instant noodles which is the market leader in Indonesia since But in the year 2006 manufacturer of instant noodles brand Mie Sedap have beat Indomie as the market leader, because increasing competition it makes Indomie instant noodle manufacturers think of strategies to get back the position as market leader, one of which increase the brand equity of products that brand Awareness, Perceived Quality, brand Associations and loyalty to the brand purchase decision on the product Indomie instant noodles at Maranatha Christian University. Results of the 150 respondents indicated that brand equity influence the purchase decision because of his sig <0.05. Keywords: Indomie, Brand Equity, Purchase Decision ix
2 ABSTRAK Persaingan mie instant yang semakin marak, membuat banyak produsen yang memproduksi mie instant bersaing secara ketat untuk mendapatkan hati konsumen untuk membeli produknya, salah satunya adalah produsen produk mie instant Indomie dimana mie instant merek Indomie ini menjadi market leader di Indonesia sejak tahun Namun ditahun 2006 produsen mie instant merek Sedap telah mengalahkan produsen Indomie sebagai market leader, karena persaingan yang semakin ketat ini membuat produsen mie instant Indomie memikirkan strategi agar mendapatkan posisi sebagai market leader kembali, salah satunya meningkatkan Brand Equity produk yaitu Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek dan Loyalitas merek terhadap Keputusan Pembelian pada produk mie instant Indomie di. Hasil penelitian dari 150 responden menunjukkan bahwa Brand Equityberpengaruh terhadap Keputusan Pembelian karena sig nya < Kata kunci: Indomie, Brand Equity, Keputusan Pembelian x
3 DAFTAR ISI Halaman HALAMAN JUDUL...i LEMBAR PENGESAHAN...ii SURAT PERNYATAAN KEASLIAN SKRIPSI...iii SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGU- NAKAN PERUSAHAAN...iv KATA PENGANTAR...v ABSTRAK...viii ABSTRAK...ix DAFTAR ISI...x DAFTAR GAMBAR...xv DAFTAR TABEL...xvi BAB I PENDAHULUAN 1.1 Latar Belakang Identifikasi Masalah Tujuan Penelitian Manfaat Penelitian...7 BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, PENGEMBANGAN HIPOTESIS 2.1 Kajian Pustaka Pemasaran...9 xi
4 2.1.2 Strategi Pemasaran Promosi Komunikas Pemasaran Merek Ekuitas Merek Kesadaran Merek Asosiasi Merek Persepsi Kualitas Loyalitas Merek KeputusanPembelian Rerangka Teoritis Rerangka Pemikiran Penelitian Terdahulu Pengembangan Hipotesis Model Penelitian...37 BAB III METODOLOGI PENELITIAN 3.1 Jenis Penelitian Populasi dan Sampel...39 xii
5 3.3 Teknik Pengambilan Sampel Definisi Operasional Variabel Metode Pengumpulan Data Karakteristik Responden Validitas Uji Relibilitas Uji Hipotesis Metode Analisis Data...48 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Karakteristik Responden Karakteristik Responden Berdasarkan Jenis Kelamin Karakteristik Responden Berdasarkan Usia Karakteristik Responden Berdasarkan Pengeluaran Variabel Brand Equity Variabel Kesadaran Merek Tanggapan Responden Mengenai Kesadaran Merek Tanggapan Responden Mengenai Kesadaran Merek Tanggapan Responden Mengenai Kesadaran Merek xiii
6 4.2.2 Variabel Persepsi Kualitas Tanggapan Responden Mengenai Persepsi Kualitas Tanggapan Responden Mengenai Persepsi Kualitas Tanggapan Responden Mengenai Persepsi Kualitas Variabel Asosiasi Merek Tanggapan Responden Mengenai Asosiasi Merek Tanggapan Responden Mengenai Asosiasi Merek Tanggapan Responden Mengenai Asosiasi Merek Variabel Loyalitas Merek Tanggapan Responden Mengenai Loyalitas Merek Tanggapan Responden Mengenai Loyalitas Merek Tanggapan Responden Mengenai Loyalitas Merek Variabel Keputusan Pembelian Tanggapan Responden Mengenai Keputusan Pembelian Tanggapan Responden Mengenai Keputusan Pembelian Tanggapan Responden Mengenai Keputusan Pembelian Hasil Penelitian secara Induktif Uji Validitas...69 xiv
7 4.3.2 Uji Reliabilitas Uji Reliabilitas Variabel Pengujian Hipotesis dan Pembahasan...73 BAB V KESIMPULAN DAN SARAN 5.1 Kesimpulan Saran...75 DAFTAR PUSTAKA LAMPIRAN xv
8 DAFTAR GAMBAR Halaman Gambar 1 Konsep Brand Equity...28 Gambar 2 Rerangka Ekuitas Berbasis Konsumen...29 Gambar 3 Model Proses Keputusan Pembelian...32 xvi
9 DAFTAR TABEL Halaman Tabel I Top Brand Index dan Top Brand Award Mie Instant...5 Tabel II Definisi Operasional Variabel...40 Tabel III Penilaian dan Bobot Nilai...43 Tabel IV Karakteristik Responden Berdasarkan Jenis Kelamin...51 Tabel V Karakteristik Responden Berdasarkan Usia...52 Tabel VI Karakteristik Responden Berdasarkan Pengeluaran...53 Tabel VII Tanggapan Responden Mengenai Kesadaran MereK Tabel VIII Tanggapan Responden Mengenai Kesadaran Merek Tabel IX Tanggapan Responden Mengenai Kesadaran Merek Tabel X Tanggapan Responden Mengenai Persepsi Kualitas Tabel XI Tanggapan Responden Mengenai Persepsi Kualitas Tabel XII Tanggapan Responden Mengenai Persepsi Kualitas Tabel XIII Tanggapan Responden Mengenai Asosiasi Merek Tabel XIV Tanggapan Responden Mengenai Asosiasi Merek Tabel XV Tanggapan Responden Mengenai Asosiasi Merek Tabel XVI Tanggapan Responden Mengenai Loyalitas Merek xvii
10 Tabel XVII Tanggapan Responden Mengenai Loyalitas Merek Tabel XVIII Tanggapan Responden Mengenai Loyalitas Merek Tabel XIX Tanggapan Responden Mengenai Keputusan Pembelian Tabel XX Tanggapan Responden Mengenai Keputusan Pembelian Tabel XXI Tanggapan Responden Mengenai Keputusan Pembelian Tabel XXII Hasil Akhir Uji Validitas...69 Tabel XXIII Pengujian Reliabilitas...72 xviii
11 DAFTAR LAMPIRAN Halaman Kuesioner...80 Lampiran...83 xix
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DAFTAR ISI LEMBAR PENGESAHAN LEMBAR PERNYATAAN PROGRAM SARJANA ABSTRAK... iii ABSTRACT... iv KATA PENGANTAR... v DAFTAR ISI...viii DAFTAR TABEL...xiv DAFTAR GAMBAR...xvii DAFTAR LAMPIRAN...xix BAB I PENDAHULUAN...
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ABSTRAK Sejak beberapa dekade terakhir kesadaran masyarakat dunia akan pentingnya pelestarian lingkungan semakin meningkat, peningkatan ini dicetuskan oleh adanya kekhawatiran besar kemungkinan terjadinya
Skripsi ini diajukan sebagai salah satu syarat untuk menyelesaikan jenjang pendidikan Strata Satu (S1) pada Fakultas Ekonomi Universitas Muria Kudus
FAKULTAS EKONOMI EKUITAS MEREK PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Program Studi Manajemen Universitas Muria Kudus) Skripsi ini diajukan
ABSTRAK. Kata-kata kunci: service quality, dan loyalitas konsumen. vii. Universitas Kristen Maranatha
ABSTRAK Penelitian ini bertujuan untuk menguji seberapa besar pengaruh service quality terhadap loyalitas konsumen produk KFC Cabang Surya Sumantri. Dengan demikian, dilakukan sebuah penelitian yang bertujuan
SKRIPSI PENGARUH EKUITAS MEREK (BRAND EQUITY) PADA KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN MEREK INDOMIE
SKRIPSI PENGARUH EKUITAS MEREK (BRAND EQUITY) PADA KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN MEREK INDOMIE Diajukan Untuk Memenuhi Sebagian Syarat Guna Memperoleh Gelar Sarjana Ekonomi OLEH : SANTI FITRI YULIA
DAFTAR ISI. ABSTRAK...iv KATA PENGANTAR DAN UCAPAN TERIMA KASIH...v DAFTAR ISI...vii DAFTAR TABEL...xii DAFTAR GAMBAR... xvi DAFTAR LAMPIRAN...
ABSTRAK Persaingan di pasar ponsel yang semakin ketat membuat setiap produsen ponsel untuk memiliki strategi dalam mempertahankan dan meningkatkan pangsa pasarnya. Demikian pula dengan Samsung yang harus
ABSTRAK Pengaruh Merek (House Brand) Terhadap Minat Beli konsumen di Toserba X
ABSTRACT These days, store retailers development in Indonesia is very fast. Store retailers are the last distribution position before goods are used by consumers. Store reatailers are the place where consumers
ABSTRACT. Keywords : experiential marketing, repeat purchase. Universitas Kristen Maranatha
ABSTRACT Bandung coffee house is one of the coffee shop located in the city of Bandung. Bandung Coffee House serves the variants of the local coffee (toraja, Aceh, Gayo land, Kintamani, Lintong, roared,
ABSTRACT. Key word : Prevention Cost, Appraisal Cost, Internal Failure Cost, External Failure Cost, and Cost Control Product. viii
ABSTRACT Quality cost is a part of production cost, that has big influence in the production cost. Quality cost is important in industries to determine production cost. The purposes of this research are
ABSTRACT. Keywords: brand image, country of origin, and buying interest
ABSTRACT The purpose of this study was to see whether the brand image and the country of origin affect consumer buying interest on Toyota, Kia and Ford. This research uses explanatory causal research.
ABSTRAK. Universitas Kristen Maranatha
ABSTRAK. Telkomsel sebagai operator selular pertama di Indonesia yang menawarkan layanan prabayar GSM harus melakukan pengelolaan brand equity terhadap kartu prabayar simpati karena kualitas layanan dapat
ABSTRACT. Keywords : Service Quality, Customer Loyalty. Universitas Kristen Maranatha
ABSTRACT In the current era of globalization, beauty salon industry is increasing rapidly. The service industries in the services sector emphasizes consideration of the company to increase competitive
ABSTRACT. Keywords: Quality of Customer Contact Centre, Satisfaction, Trust, Affective Commitment, Loyalty.
ABSTRACT In developing the relational ties, the company must have a strong customer relationship quality that will have an impact on customer loyalty. This study uses the variable sub relationship quality:
DAFTAR ISI. ABSTRAK... i. ABSTRACT... ii. KATA PENGANTAR... iii. DAFTAR ISI... v. DAFTAR GAMBAR... ix. DAFTAR TABEL... x. DAFTAR LAMPIRAN...
ABSTRAK Advergames sudah mulai di lirik oleh beberapa perusahaan untuk memasarkan produk dan merek mereka, tujuannya menumbuhkan kesadaran terhadap merek dan produk yang di miliki oleh perusahaan (Afshar,
ABSTRAK. 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
ABSTRAK. Kata-kata kunci: Promosi penjualan, dan keputusan pembelian. vii. Universitas Kristen Maranatha
ABSTRAK Promosi penjualan yang baik menjadi faktor penting dalam kegiatan pemasaran untuk mempertahankan kelangsungan hidup perusahaan dan menjangkau konsumen sebanyak-banyaknya. Dengan pengaruh dan dampak
ABSTRACT. iii Universitas Kristen Maranatha
ABSTRACT In Choosing a product to buy, consumer have some separate criteria as according to characteristic of itself consumer. One of criterion which at most used is Brand Image. Brand Image is one of
ABSTRAK. Kata Kunci : Iklan di televisi dan minat beli konsumen. Universitas Kristen Maranatha
ABSTRAK Pertumbuhan ekonomi dan kemajuan teknologi dunia menyebabkan berkembangnya sektor perekonomian dengan pesat, tak terkecuali di Indonesia. Saat ini, persaingan yang terjadi antar perusahaan-perusahaan
DAFTAR ISI ABSTRAK... ABSTRACT... KATA PENGANTAR... DAFTAR ISI... vii. DAFTAR TABEL... xii. DAFTAR GAMBAR... xv. DAFTAR LAMPIRAN...
DAFTAR ISI LEMBAR PENGESAHAN LEMBAR PERNYATAAN PROGRAM SARJANA ABSTRAK... ABSTRACT... KATA PENGANTAR... iii iv v DAFTAR ISI... vii DAFTAR TABEL... xii DAFTAR GAMBAR... xv DAFTAR LAMPIRAN... xvi BAB I PENDAHULUAN...
ABSTRAK. Kata Kunci: Wisata Kuliner, Keputusan berkunjung. viii. Universitas Kristen Maranatha
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari wisata kuliner yang ada di Kota Bandung dari segi produk, harga, dan lokasi terhadap keputusan berkunjung wisata bagi para wisatawan ke Kota
ABSTRACT. Keywords: Expansion of the brand, brand knowledge, perceived quality, innovativeness, consumer purchase intention. viii
ABSTRACT This study aims to analyze the influence factors of brand extensions (brand knowledge, perceived quality and innovativeness) on consumer purchase intention Taxi Max Cipaganti at Maranatha Christian
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
ABSTRAK. Kata kunci: brand image, brand trust, customer loyalty. vii
ABSTRAK Perkembangan internet di Indonesia sampai saat ini mengalami peningkatan yang sangat signifikan. Smartfren sebagai salah satu perusahaan terbaik dalam Internet Service Porvider Mobile di Indonesia
UKDW BAB 1 PENDAHULUAN Latar Belakang Masalah. Pemasaran merupakan ujung tombak bagi suatu perusahaan untuk tetap dapat
BAB 1 PENDAHULUAN 1.1. Latar Belakang Masalah Pemasaran merupakan ujung tombak bagi suatu perusahaan untuk tetap dapat bertahan hidup dan harus mempunyai strategi khusus dalam memasarkan produknya. Pemasaran
ABSTRAK. Kesadaran Merk, Kesetiaan Merk, Keterikatan terhadap Merk, Persepsi Kualitas, Perilaku Pembelian Kompulsif
ABSTRAK Keputusan pembelian konsumen dipengaruhi oleh faktor internal (seperti keadaan emosional positif atau negatif) dan faktor eksternal (seperti jenis kelamin, nama merk). Keputusan pembelian konsumen
PENGARUH STORE IMAGE TERHADAP RETAILER LOYALTY MELALUI RETAILER EQUITY DIMENSION PADA KONSUMEN PAPAYA SUPERMARKET DARMO PERMAI SURABAYA
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PENGARUH 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
ABSTRACT. Keywords: hedonic product, self expressive brand, brand loyalty, word of mouth, dan brand love. Universitas Kristen Maranatha
ABSTRACT Word of mouth have an influence of purchase decision. Besides that, consumer loyalty have an influence to consumer desire for repeat their purchasing also. To achieve that, the company must build