ABSTRACT. ix Universitas Kristen Maranatha
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1 ABSTRACT Promotion through advertisements for the purpose of product introductions in the community one brand Indomie instant noodle products. In this case Indomie is the brand of the product that has confidence and a strong brand image in the minds of consumers, so as to attract consumers to buy. The purpose of this study was to examine and influence of Advertising, Brand Trust and Brand Image on consumer purchase intentions ( Case Study : Brand Indomie Instant Noodles ). This research included an explanatory causal research. This study used a non - probability sampling with purposive sampling method, with a total sample of 190 respondents. The population around the Maranatha Christian University student who consume the product Indomie Analysis using multiple linear regression analysis method. The results of this study indicate that the variable Advertising, Brand Trust and Brand Image has positive influence on Consumer Purchase Intentions. Keywords : Advertising, Brand Trust, Brand Image, Purchase Intensions ix
2 ABSTRAK Promosi melalui iklan dengan tujuan untuk melakukan pengenalan produk di kalangan masyarakat salah satunya produk mie instan merek Indomie. Dalam hal ini Indomie merupakan produk yang memiliki kepercayaan merek dan citra merek yang kuat dalam benak konsumen, sehingga dapat menarik minat beli konsumen. Tujuan penelitian ini untuk menguji dan mengalisis pengaruh Iklan, Brand Trust, dan Brand Image terhadap minat beli konsumen (Studi Kasus: Mie Instan Merek Indomie). Jenis penelitian ini termasuk penelitian causal explanatory. Penelitian ini menggunakan non-probability sampling dengan metode purposive sampling, dengan jumlah sampel sebanyak 190 responden. Populasi dalam penelitian ini seluruh Mahasiswa yang mengkonsumsi produk Indomie Teknik analisis data menggunakan metode analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa variabel Iklan, Brand Trust, dan Brand Image berpengaruh positif terhadap Minat Beli Konsumen, Kata Kunci: Iklan, Brand Trust, Brand Image, Minat Beli x
3 DAFTAR ISI Halaman HALAMAN JUDUL... i HALAMAN PENGESAHAN... ii SURAT PERNYATAAN KEASLIAN SKRIPSI... iii SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN... iv PERRNYATAAN PUBLIKASI LAPORAN PENELITIAN... v KATA PENGANTAR... vi ABSTRACT... ix ABSTRAK... x DAFTAR ISI... xi DAFTAR GAMBAR... xvii DAFTAR TABEL... xviii DAFTAR LAMPIRAN... xxi BAB I PENDAHULUAN Latar Belakang Identifikasi Masalah Tujuan Penelitian Kegunaan Penelitian... 8 xi
4 BAB II KAJIAN PUSTAKA, RERANGKA TEORITIS, RERANGKA PEMIKIRAN DAN PENGEMBANGAN HIPOTESIS Kajian Pustaka Pemasaran Bauran Pemasaran Iklan Tujuan Iklan Strategi Iklan Efektifitas Iklan Personal Selling Promosi Penjualan (Sales Promotion) Hubungan Masyarakat (Public Relation) Pemasaran Langsung (Direct Marketing) Brand Branding Brand Equity Brand Trust Brand Image Konsep Strategi Pemasaran Perilaku Konsumen xii
5 Model Perilaku Konsumen Model Horward Sheth untuk Perilaku Pembelian Konsumen Model Stimulus-Organism-Response Minat Beli Rerangka Teoritis Rerangka Pemikiran Studi Pendahuluan Pengembangan Hipotesis Model Penelitian BAB III METODE PENELITIAN Jenis Penelitian Populasi dan Sampel Teknik Pengambilan Sampel Definisi Operasional Variabel Variabel Bebas / Independen (Variabel X) Variabel Tergantung / Dedependen (Variabel X) Skala Likert Tabel Definisi Operasional Variabel xiii
6 3.5 Teknik Pengumpulan Data Metode Analisis Data Uji Validitas Uji Reliabilitas Uji Normalitas Uji Multikolinearitas Uji Heteroskedastisitas Uji Regresi Linear Berganda BAB IV HASIL PENELITIAN DAN PEMBAHASAN Analisa Hasil Pengumpulan Data Penyebaran Kuesioner Profile Responden Usia Responden Tempat Tinggal Responden Penghasilan Responden Frekuensi Pembelian Data Tabulasi Pertanyaan Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor xiv
7 Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Frekuensi Pertanyaan Nomor Analisis Pengujian Instrumen Validitas Kuesioner Reliabilitas Kuesioner Uji Data Uji Normalitas Uji Multikolinearitas Uji Heteroskedastisitas Uji Regresi Linear Berganda xv
8 4.5 Pembahasan BAB V SIMPULAN DAN SARAN Simpulan Keterbatasan Penelitian Saran DAFTAR PUSTAKA LAMPIRAN RIWAYAT HIDUP PENULIS (CURRICULUM VITAE) xvi
9 DAFTAR GAMBAR Halaman Gambar 1 Data Grafik Penjualan... 5 Gambar 2 Pengertian Produk Gambar 3 Model Perilaku Konsumen Gambar 4 Faktor Situasional Penentu Perilaku Konsumen Gambar 5 Faktor Situasional Penentu Perilaku Konsumen Gambar 6 Rerangka Teoritis Gambar 7 Rerangka Pemikiran Gambar 8 Model Penelitian xvii
10 DAFTAR TABEL Halaman Tabel I Best Brand Index Mie Instan... 6 Tabel I I Perincian Penyebaran Kuesioner Penelitian Tabel I II Deskripsi Usia Responden Tabel I V DeskripsiTempat Tinggal Responden Tabel V Deskripsi Penghasilan Responden Tabel VI Deskripsi Frekuensi Pembelian Tabel VII Frekuensi Pertanyaan Nomor Tabel VIII Frekuensi Pertanyaan Nomor Tabel IX Frekuensi Pertanyaan Nomor Tabel X Frekuensi Pertanyaan Nomor Tabel XI Frekuensi Pertanyaan Nomor Tabel XII Frekuensi Pertanyaan Nomor Tabel XIII Frekuensi Pertanyaan Nomor Tabel XIV Frekuensi Pertanyaan Nomor Tabel XV Frekuensi Pertanyaan Nomor Tabel XVI Frekuensi Pertanyaan Nomor xviii
11 Tabel XIII Frekuensi Pertanyaan Nomor Tabel XIX Frekuensi Pertanyaan Nomor Tabel XX Frekuensi Pertanyaan Nomor Tabel XXI Frekuensi Pertanyaan Nomor Tabel XXII Frekuensi Pertanyaan Nomor Tabel XXIII Frekuensi Pertanyaan Nomor Tabel XXIV Frekuensi Pertanyaan Nomor Tabel XXV Frekuensi Pertanyaan Nomor Tabel XXV Frekuensi Pertanyaan Nomor Tabel XXVI Uji Validitas Tabel XXVII Uji Reliabilitas Iklan Tabel XXVIII Uji Reliabilitas Brand Trust Tabel XXIX Uji Reliabilitas Brand Image Tabel XXX Uji Reliabilitas Minat Beli Tabel XXXI Uji Normalitas Tabel XXXII Multikolinearitas Tabel XXXIII Heteroskedstisitas Tabel XXXIV Uji Regresi Linear Berganda Secara Simultan xix
12 Tabel XXXV Uji Regresi Linear Berganda Secara Parsial Tabel XXXVI Besar Pengaruh Secara Simultan Tabel XXXVII Besar Pengaruh Secara Parsial xx
13 DAFTAR LAMPIRAN LAMPIRAN A Kuesioner LAMPIRAN B Profile Responden LAMPIRAN C Uji Validitas LAMPIRAN D Uji Reliabilitas LAMPIRAN E Uji Asumsi Klasik Normalitas LAMPIRAN F Uji Asumsi Klasik Multikolinearitas LAMPIRAN G Uji Asumsi Klasik Heteroskedastisitas LAMPIRAN H Uji Regresi Linear Berganda LAMPIRAN I Besar Pengaruh Uji Regresi Linear Berganda xxi
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ABSTRACT. Keywords: Marketing mix, and purchase decision process. viii Universitas Kristen Maranatha
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Abstract. The development of the mobile telecommunications world increasingly marked by the
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Keywords : Advertising, Internet Marketing, Sales Promotion, Buying Decision
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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
ABSTRACT. Keywords: Nokia, Product Quality, Loyalty. viii. Universitas Kristen Maranatha
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ABSTRAK. Kata kunci : brand image, loyalitas konsumen. viii
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ABSTRAK. Universitas Kristen Maranatha
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ABSTRACT. viii Universitas Kristen Maranatha
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ABSTRACT. Keywords: Brand Image, Purchase Interest. i Universitas Kristen Maranatha
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C. Subjek Penelitian D. Penentuan Jumlah Sampel dan Teknik Pengumpulan Sampel E. Data dan Teknik Pengumpulan Data F.
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. viii Universitas Kristen Maranatha
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ABSTRACT. Keywords: Product quality, price, purchasing decisions. ix Universitas Kristen Maranatha
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ABSTRACT The purpose of this study to obtain empirical evidence on the effect of ratio analysis to changes in earnings. In this case the researchers used data in the form of financial statements Property
ABSTRACT. Keywords: service quality, relationship marketing, customer satisfaction. viii. Universitas Kristen Maranatha
ABSTRACT This study aimed to determine the effect of service quality and relationship marketing to customer satisfaction either partially or simultaneously (together). This study is a causality by using
ABSTRAK. Kata-kata kunci: gaji, insentif, kinerja karyawan. viii. Universitas Kristen Maranatha
ABSTRAK Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Gaji dan Insentif terhadap Kinerja Karyawan. Data diperolah dengan menyebarkan kuesioner pada 207 karyawan PT. Pos Indonesia (PERSERO)
ABSTRACT. Key Words: similarity, reputation, perceived risk, innovativeness, brand extension, brand image
ABSTRACT There are a lot of competitors in food and beverage industry such as milk category in this era. Ultra Milk Company has a problem in brand extension of sweetened condensed milk which was the lastest
Abstract-Abstrak ABSTRACT
Abstract-Abstrak ABSTRACT Globalization is the case today, providing significant impact on various aspects of human life, especially the economic aspects. One example is Indonesia will face the ASEAN Free
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
ABSTRAK. Kata Kunci: Kualitas Produk, Harga, dan Promosi
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Handphone Xiaomi di Universitas Kristen Maranatha Bandung. Penelitian ini dilaksanakan
ABSTRAK. Kata kunci : Partisipasi Anggaran, Komitmen Organisasi, Kinerja Karyawan
ABSTRAK Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh partisipasi anggaran dan komitmen organisasi secara parsial terhadap kinerja karyawan. Sampel dalam penelitian ini adalah 50 responden
ABSTRAK. Kata Kunci: Faktor-Faktor Suasana Toko, Kualitas Pelayanan yang Dipersepsikan, Perilaku Pendekatan
ABSTRAK Penelitian ini bertujuan untuk membuktikan pengaruh dari Faktor-Faktor Suasana Toko dan Kualitas Pelayanan yang Dipersepsikan pada Perilaku Pendekatan. Penelitian ini dilatarbelakangi oleh 4 fenomena
ABSTRACT. Key Words: Celebrity Endorsers, Expertise, Trustworthiness, and Attractiveness, purchase interest. vi Universitas Kristen Maranatha
ABSTRACT One of creative strategy in advertising to attract more consumers attention is using a celebrity endorser. The company wants consumers look for that particular information that create purchase
ABSTRACT. 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
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
Abstrak. 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
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
Pengaruh Komunikasi Pemasaran Terpadu Terhadap Citra Perusahaan Pada Sari Anzailla (Sa) Wedding And Event Organizer Di Kota Bandung
Repositori STIE Ekuitas STIE Ekuitas Repository Thesis of Management http://repository.ekuitas.ac.id Marketing Management 2017-02-04 Pengaruh Komunikasi Pemasaran Terpadu Terhadap Citra Perusahaan Pada
ABSTRACT. Keywords: Brand community, word of mouth behavior, community, Vespa.
ABSTRACT Basically, the more choices of products in the market, the more options for consumers to choose products that match their expectations. In this situation, the role of consumer who have used a
ABSTRAK. Kata Kunci : teacher centered learning, student centered learning, minat, karir, akuntan publik
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh metode pembelajaran pengauditan Teacher Centered Learning/ TCL dan metode pembelajaran pengauditan Student Centered Learning/ SCL terhadap minat
PENGARUH ELECTRONIC-WORD-OF-MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN YANG MENGIKUTI AKUN KULINER DI INSTAGRAM ABSTRAK
PENGARUH ELECTRONIC-WORD-OF-MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN YANG MENGIKUTI AKUN KULINER DI INSTAGRAM ABSTRAK Pertumbuhan dalam jejaring sosial online yang berjumlah besar telah memperluas potensi
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
ABSTRAK. Kata kunci: kesadaran merek, persepsi kualitas, keputusan pembelian. iii Universitas Kristen Maranatha
ABSTRAK Samsung Galaxy Note II merupakan ponsel Android yang banyak digemari oleh mahasiswa, khusunya di, Fakultas Ekonomi, Jurusan Manajemen. Ponsel ini sangat digemari di kalangan ini, karena merek ponsel
ABSTRACT. Key words: management control system, knowledge management, resource-based view theory. vii
ABSTRACT Knowledge has become one of the most important asset in organization in this information era, because knowledge has tremendous influence in determining the progress of an organization. This is
ABSTRACT. Keywords: intrinsic value of work, salary / financial benefits, professional training, work environment, and labor market considerations.
ABSTRACT Factors - Factors that Affect the Career Selection of Certified Public Accountants for Accounting Students at Maranatha Christian University. The purpose of this study was to investigate and analyze
ABSTRACT. Keywords: audit fee, internal control, Good Corporate Governance
ABSTRACT The objective of this research is to investigate the influence of the internal control and the Good Corporate Governance toward the audit fee. Sampling method that used in this research is purposive
ABSTRAK. Kata-kata kunci : kompensasi finansial, kompensasi non finansial, pencapaian target penjualan.
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kompensasi finansial dan kompensasi non finansial terhadap pencapaian target penjualan pada CV. Rejeki Putra Mandiri Cihampelas
ABSTRACT. Keywords: Motivation, Interest, Understanding of Taxation Laws
ABSTRACT This study is aimed to determine what level of is a significant effect of motivation and interest student of accounting in pursuing brevet education toward their understanding of taxation laws
ABSTRAK. Kata-kata kunci: Gaya kepemimpinan, motivasi, disiplin kerja, dan kinerja manajerial. vii. Universitas Kristen Maranatha
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
ABSTRACT. Keywords: ROE, Sales Increase, Export Growth, Fundamental Analysis, and Return on Shares. viii. Universitas Kristen Maranatha
ABSTRACT In line with the development of business in mine sector, companies are conducting expansion that need some capital. One of the measures that companies pursue in gaining their capital is by a going
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. 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
ABSTRAK. Kata Kunci : Kualitas Produk, Harga, Promosi dan Keputusan Pembelian. vii. Universitas Kristen Maranatha
ABSTRAK Globalisasi telah memberikan perubahan terhadap cara perusahaan untuk berkompetisi. Perkembangan industri yang begitu pesat, perdagangan bisa terjadi lintas negara serta membuka pasar tenaga kerja