PENGUKURAN KUALITAS MEREK BERBASIS PELANGGAN STUDI KASUS PADA PENGGUNA HONDA BEAT DAN YAMAHA MIO DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
FEBRIANDORY, CHOIRIL AFFIF
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-15 04:07:48
Abstract :
This study investigated the influence of perceived quality, brand awareness, brand associations, brand image, brand loyalty and brand equity with the user choise criteria Honda Beat and Yamaha Mio in Surabaya. Data were collected from questionnaires as many as 96 respondents motorcycle users. The design of this study used a non-probability sampling with sampling judgment. The method of analysis used in this study is to test the multiple linear regression and two different test samples by using SPSS for windows 19. The results also showed that only 3 acceptable hypothesis, perceived quality, brand awareness and brand image significantly positive effect on the brand equity of users Honda Beat and Yamaha Mio Surabaya, but the brand association and brand loyalty has no significant positive effect on brand equity. Hipoteis that both perceived quality, brand awareness, brand associations, brand image and brand loyalty significantly positive effect on brand equity partially manual Honda Beat and Yamaha Mio Surabaya. And the last nothing difference between brand equity and users Yamaha Mio Honda Beat Keyword : perceived quality, brand awareness, brand associations, brand image, brand loyalty and brand equity.
This study investigated the influence of perceived quality, brand awareness, brand associations, brand image, brand loyalty and brand equity with the user choise criteria Honda Beat and Yamaha Mio in Surabaya. Data were collected from questionnaires as many as 96 respondents motorcycle users. The design of this study used a non-probability sampling with sampling judgment. The method of analysis used in this study is to test the multiple linear regression and two different test samples by using SPSS for windows 19. The results also showed that only 3 acceptable hypothesis, perceived quality, brand awareness and brand image significantly positive effect on the brand equity of users Honda Beat and Yamaha Mio Surabaya, but the brand association and brand loyalty has no significant positive effect on brand equity. Hipoteis that both perceived quality, brand awareness, brand associations, brand image and brand loyalty significantly positive effect on brand equity partially manual Honda Beat and Yamaha Mio Surabaya. And the last nothing difference between brand equity and users Yamaha Mio Honda Beat Keyword : perceived quality, brand awareness, brand associations, brand image, brand loyalty and brand equity.
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