ABSTRACT. Effect of Brand Image on Honda Beat motorcycle Purchase. Decision in Bandung city
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- Dewi Kusnadi
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1 ABSTRACT Effect of Brand Image on Honda Beat motorcycle Purchase Decision in Bandung city The purpose of this research is to know and to analyze the factors that influence purchase decision. There are coorporate image, user image, and product image predicted partially or simultaneously influence toward Honda Beat motorcycle purchase decision in Bandung city. This research used a nonprobability sampling technique to distribute questionnaires were distributed to the students of Maranatha Christian University who use Honda Beat motorcycle. The number of respondents in this research is 100 respondents. Processing data using SPSS software version and hypothesis testing using multiple linear regression analysis. The coefficient of determination (R) is equal to This shows that the effect on purchase decision, brand trust by 18,2% and the remaining 81,8% is influenced by other factors. This research concludes that in simultan brand image dimension are have influence towards Honda Beat motorcycle purchase decision in Bandung city. In partial corporate image, user image, and product image has influence towards Honda Beat motorcycle purchase decision in Bandung city. Keywords : Brand Image, Coorporate Image, User Image, Product Image, and Purchase Desicion viii
2 ABSTRAK PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT DI BANDUNG Penelitian ini bertujuan untuk meneliti faktor-faktor yang mempengaruhi keputusan pembelian. Apakah dimensi brand image yang terdiri dari corporate image, user image, dan product image baik secara parsial maupun simultan berpengaruh terhadap keputusan pembelian sepeda motor Honda Beat di Bandung. Penelitian ini menggunakan teknik nonprobability sampling dengan menyebarkan kuesioner yang dibagikan kepada mahasiswa Universitas Kristen Maranatha yang menggunakan sepeda motor Honda Beat. Jumlah responden yang dalam penelitian ini adalah 100 responden. Pengolahan data menggunakan perangkat lunak SPSS versi dan pengujian hipotesis menggunakan analisis regresi linier berganda. Koefisien determinasi (R) adalah sebesar Hal ini menunjukan bahwa pengaruh Brand Image terhadap Keputusan Pembelian sebesar 18,2% dan sisanya sebesar 81,8% dipengaruhi oleh faktor lain. Hasil penelitian menunjukan bahwa dimensi Brand Image secara simultan memiliki pengaruh terhadap Keputusan Pembelian sepeda motor Honda Beat di kota Bandung. Secara parsial, Coorporate Image, User Image, dan Product Image masing-masing berpengaruh terhadap Keputusan Pembelian sepeda motor Honda Beat di Bandung. Kata Kunci : Brand Image, Coorporate Image, User Image, Product Image, dan Keputusan Pembelian ix
3 DAFTAR ISI Halaman HALAMAN JUDUL... i KATA PENGANTAR... ii ABSTRACT... viii ABSTRAK... ix DAFTAR ISI... x DAFTAR GAMBAR... xvi DAFTAR TABEL... xvii BAB I PENDAHULUAN Latar Belakang Identifikasi Masalah Tujuan Penelitian Kegunaan Penelitian... 6 BAB II TINJAUAN PUSTAKA, KERANGKA TEORITIS, KERANGKA PEMIKIRAN, DAN PENGEMBANGAN HIPOTESIS Kajian Pustaka Pengertian Manajemen Pemasaran Bauran Pemasaran Produk Merek x
4 2.1.5 Citra Merek Perilaku Konsumen Keputusan Pembelian Hubungan Brand Image dengan Keputusan Pembelian Peneliti Terdahulu Kerangka Teoritis Kerangka Pemikiran Model Penelitian Hipotesis BAB III METODE PENELITIAN Objek Penelitian Jenis Penelitian Populasi dan Sampel dan Teknik Pengambilan Sampel Populasi Sampel Teknik Pengambilan Sampel Devinisi Operasional Variabel dan Skala Pengukuran Definisi Operasional Skala Pengukuran Metode Analisis Data xi
5 3.5.1 Uji Instrumen Uji Validitas Uji Reliabilitas Uji Asumsi Klasik Uji Outliers Uji Normalitas Uji Multikolinearitas Uji Heteroskedastisitas Analisis Regresi Linier Berganda Analisis Koefisien Determinasi Uji Hipotesis Uji F Uji T Analisis Data BAB IV HASIL PENELITIAN DAN PEMBAHASAN Hasil Penelitian Secara Deskriptif Karakteristik Responden Jenis Kelamin Usia Hasil Tanggapan Responden Per Variabel xii
6 Hasil Tanggapan Responden Tentang Coorporate Image (C/1) Hasil Tanggapan Responden Tentang Coorperate Image (C/2) Hasil Tanggapan Responden Tentang Coorperate Image (C/3) Hasil Tanggapan Responden Tentang User Image (U/1) Hasil Tanggapan Responden Tentang User Image (U/2) Hasil Tanggapan Responden Tentang User Image (U/3) Hasil Tanggapan Responden Tentang Product Image (P/1) Hasil Tanggapan Responden Tentang Product Image (P/2) Hasil Tanggapan Responden Tentang Product Image (P/3) Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Tanggapan Responden Tentang Keputusan Pembelian Hasil Penelitian Secara Induktif Uji Validitas xiii
7 Uji Reliabilitas Uji Asumsi Klasik Uji Outliers Uji Normalitas Uji Heteroskedastisitas Uji Multikolinearitas Pengujian Hipotesis dan Pembahasan Analisis Persamaan Regresi Linier Berganda Analisis Koefisien Determinasi Pengujian Hipotesis Uji F Uji T Pembahasan Hasil Penelitian Pembahasan Pengaruh CI Terhadap Keputusan Pembelian Pembahasan Pengaruh UI Terhadap Keputusan Pembelian Pembahasan Pengaruh PI Terhadap Keputusan Pembelian Pembahasan Pengaruh Simultan CI,PI, dan UI Terhadap Keputusan Pembelian Implikasi Manajerial Honda Beat xiv
8 BAB V KESIMPULAN DAN SARAN Kesimpulan Saran DAFTAR PUSTAKA LAMPIRAN xv
9 DAFTAR GAMBAR Halaman Gambar 1 Pengaruh Antara Produk, Harga, Saluran Distribusi, Promosi, Dengan Sasaran Pasar (Konsumen)...9 Gambar 2 Tahapan Evaluasi Alternatif dan Keputusan Pembelian Gambar 3 Kerangka Teoritis Gambar 4 Kerangka Pemikiran Gambar 5 Model Penelitian Gambar 6 Hasil Uji Heteroskedastisitas xvi
10 DAFTAR TABEL Halaman Tabel I Pengertian Coorporate Image, User Image, Product Image Menurut Ahli.. 21 Tabel II Skala Likert Tabel III Karakteristik Responden Berdasarkan Jenis Kelamin Tabel IV Karakteristik Responden Berdasarkan Usia Tabel V Tanggapan Responden Terhadap CI Tabel VI Tanggapan Responden Terhadap CI Tabel VII Tanggapan Responden Terhadap CI Tabel VIII Tanggapan Responden Terhadap UI Tabel IX Tanggapan Responden Terhadap UI Tabel X Tanggapan Responden Terhadap UI Tabel XI Tanggapan Responden Terhadap PI Tabel XII Tanggapan Responden Terhadap PI Tabel XIII Tanggapan Responden Terhadap PI Tabel XIV Tanggapan Responden Terhadap KP Tabel XV Tanggapan Responden Terhadap KP xvii
11 Tabel XVI Tanggapan Responden Terhadap KP Tabel XVII Tanggapan Responden Terhadap KP Tabel XVIII Tanggapan Responden Terhadap KP Tabel XIX Tanggapan Responden Terhadap KP Tabel XX Tanggapan Responden Terhadap KP Tabel XXI Tanggapan Responden Terhadap KP Tabel XXII Tanggapan Responden Terhadap KP Tabel XXIII Pengujian Validitas Menggunakan Pearson Corelation Coorporate Image Tabel XXIV Pengujian Validitas Menggunakan Pearson Corelation User Image Tabel XXV Pengujian Validitas Menggunakan Pearson Corelation Product Image 74 Tabel XXVI Pengujian Validitas Menggunakan Pearson Corelation Keputusan Pembelian Tabel XXVII Uji Reliabilitas CI Tabel XXVIII Uji Reliabilitas UI Tabel XXIX Uji Reliabilitas PI Tabel XXX Uji Reliabilitas KP Tabel XXXI Uji Akhir Reliabilitas KP xviii
12 Tabel XXXII Hasil Uji Outliers Tabel XXXIII Hasil Uji Mahal. Distance Tabel XXXIV Hasil Uji Normalitas Tabel XXXV Hasil Uji Multikolinearitas Tabel XXXVI Hasil Uji Persamaan Regresi Linier Berganda Tabel XXXVII Hasil Analisis Koefisien Determinasi Tabel XXXVIII Hasil Analisis Koefisien Determinasi Tabel XXXIX Hasil Uji F Tabel XL Hasil Uji T CI Tabel XLI Hasil Uji T UI Tabel XLII Hasil Uji T PI xix
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DAFTAR ISI HALAMAN JUDUL... ii HALAMAN PENGESAHAN... iii HALAMAN PERNYATAAN... iv HALAMAN PERSEMBAHAN... v KATA PENGANTAR... vi DAFTAR ISI... viii DAFTAR TABEL... x DAFTAR GAMBAR... xii DAFTAR LAMPIRAN...
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ABSTRAK Di zaman yang serba modern ini perkembangan teknologi semakin maju dengan cepat. Hal ini memberikan angin segar bagi perusahaan dalam usaha pengembangan produknya. Seperti pada industri penyedia
ABSTRACT. Keywords: Hedonic Shopping Motivation. vii. Universitas Kristen Maranatha
ABSTRACT Along with the development of era, the current shopping concept has turned into a reflection of lifestyle and leisure among communities. Humans also have the motivation of a hedonist is a form
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.
PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC
PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC HONDA (STUDI KASUS PADA MAHASISWA JURUSAN ADMINISTRASI BISNIS POLITEKNIK NEGERI SRIWIJAYA) LAPORAN AKHIR Dibuat Untuk Memenuhi Syarat
ABSTRAK. Universitas Kristen Maranatha
ABSTRAK Laptop sudah menjadi kebutuhan yang tidak terpisahkan dari masyarakat di jaman sekarang ini. Apapun pekerjaan yang dijalani, namun kebutuhan terhadap laptop semakin berkembang. Hewlett-Packard
Universitas Kristen Maranatha
ABSTRAK Dunia pemasaran saat ini menganggap bahwa brand patut diperhitungkan sebagai salah satu intangible asset terpenting oleh karenanya manajemen merek di dalam suatu perusahaan merupakan suatu hal
ABSTRACT. Keywords: educational level, spiritual quotient, tax payers compliance. vii Universitas Kristen Maranatha
ABSTRACT The purpose of this research is to analyze the influence of educational level and spiritual quotient towards the tax payers compliance in fulfilling tax obligatory. The independence variables
ABSTRACT. Keywords: Point of Purchase, purchase decision. viii. Universitas Kristen Maranatha
ABSTRACT Many companies that produces products for which meet the market, resulting in the company in creating a communication that unique. For it griya supermarket bandung 're enterprising increase promotion
SKRIPSI OLEH. Dewi Sartika Zalukhu
SKRIPSI PENGARUH PENGEMBANGAN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN NOTEBOOK ACER PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SUMATERA UTARA MEDAN OLEH Dewi Sartika Zalukhu 100521085 PROGRAM
ABSTRACT. viii. Universitas Kristen Maranatha
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
ABSTRACT. Nurmalasari, 2009, The Influence of Sales Promotion to Customer Loyalty, under supervision of Faisal Afif
ABSTRACT Nurmalasari, 2009, The Influence of Sales Promotion to Customer Loyalty, under supervision of Faisal Afif Based on the observation, indetified that Pearson correlation number between the sales
ABSTRACT. Keywords: Internal Audit, Sales Internal Control. vii Universitas Kristen Maranatha
ABSTRACT The purpose of this research was to determine the internal audit adopted by the PT. PINDAD (PERSERO) has adequate and internal audit significantly influence the effectiveness of sales internal
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
Universitas Kristen Maranatha
ABSTRACT Conditions of business competition forces company should be able to take advantage of all the opportunities and challenges of the business, particularly in the retail field. Modern retail business
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. Kata Kunci : brand awareness, brand attachment, brand loyalty, perceived quality, compulsive buying. viii. Universitas Kristen Maranatha
ABSTRAK Penelitian ini berjudul Pengaruh Fenomena Merek (Brand Awareness, Brand Attachment, Brand Loyalty, dan Perceived Quality) terhadap Compulsive Buying. Latar belakang dari penelitian ini adalah terjadinya
Kata kunci: Kompetensi, Independensi, Kualitas Audit, Etika Auditor
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kompetensi dan independensi terhadap kualitas audit dengan etika audit sebagai variabel moderasi. Penelitian inii dilakukan di 2 (dua) KAP di
ABSTRACT. 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
ABSTRACT. Universitas Kristen Maranatha
ABSTRACT This study aimed to test the influence of Bank Indonesia Interest Rate and Inflation to Capital Adequacy Ratio (CAR), Loan to Deposit Ratio (LDR), operating eficiency (BOPO), Return on Assets
ABSTRACT. 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
ABSTRACT. Keywords: Good Corporate Governance, Internal control, Internal audit, Fraud. viii. Universitas Kristen Maranatha
ABSTRACT The purpose of this research is to examine the effect of Good Corporate Governance, Internal Control, and Internal Audit on the Fraud. This research conducted at located on PT. Telekomunikasi
LEMBAR PENGESAHAN LEMBAR PERNYATAAN MOTTO ABSTRAC
DAFTAR ISI LEMBAR JILID... i LEMBAR PENGESAHAN LEMBAR PERNYATAAN MOTTO ABSTRACT... i ABSTRAK... ii KATA PENGANTAR... iii DAFTAR ISI... vii DAFTAR TABEL... xii DAFTAR GAMBAR... xv BAB I PENDAHULUAN... 1
Kata kunci : Total Quality Management, Pengukuran Kinerja, Kinerja Manajerial
ABSTRAK Kinerja manajerial merupakan kinerja para individu dalam pengelolaan perusahaan. Keberhasilan suatu organisasi dalam mencapai tujuan dan memenuhi tanggung jawab sosialnya, sebagian besar tergantung
DAFTAR ISI HALAMAN JUDUL... PERSETUJUAN SKRIPSI... PERNYATAAN ORISINALITAS... ABSTRACT... ABSTRAK... MOTTO... KATA PENGANTAR... DAFTAR ISI...
DAFTAR ISI Halaman HALAMAN JUDUL... PERSETUJUAN SKRIPSI... PERNYATAAN ORISINALITAS... ABSTRACT... ABSTRAK... MOTTO... KATA PENGANTAR... DAFTAR ISI... DAFTAR TABEL... DAFTAR GAMBAR... DAFTAR LAMPIRAN...
ABSTRACT. Keywords: Sociodemographic Factor, Attitude Factor, Contextual Factor, Entrepreneurial Intentions
ABSTRACT Unemployment in Indonesia is being increased, this was due to lack of employment and lack of one s intentions for entrepreneurship. This study aims to examine and analyze the sociodemographic
ABSTRACT 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
Keywords : Advertising, Internet Marketing, Sales Promotion, Buying Decision
ABSTRACT This study, entitled "Effects of Promotional Advertising, Internet Marketing, and Sales Promotion on Consumer Purchase Decision Starbucks PVJ Bandung", with a goal to know the contribution of
ABSTRACT. perseptions taxpayer, knowledge taxpayer, sanctions land and building tax, and obedience to pay in land and building tax.
ABSTRACT This study aims to analyze the factors that affect the taxpayer awareness of land and building tax towards obedience to pay in land and building tax at Nyengseret Village. Samples in this study
ABSTRAK. sistem pengendalian internal, efektivitas dan efisiensi, siklus persediaan.
ABSTRAK Penelitian ini bertujuan untuk mengetahui penerapan sistem pengendalian internal, efektivitas dan efisiensi pada siklus persediaan PT. Tobindo Kencana, dan untuk mengetahui pengaruh sistem pengendalian
ABSTRAK. Kata-kata kunci: hedonic shopping value, shopping lifestyle, dan impulse buying
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh hedonic shopping value terhadap impulse buying, hedonic shopping value terhadap shopping lifestyle, shopping lifestyle terhadap impulse buying,
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