The effect of brand image, variety seeking, and social factor on brand loyalty of BWM car brand with a moderation age in Surabaya
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Bima Haning Wijaya (STUDENT ID : bimahaning5@gmail.com)
Lydia Ari Widyarini (LECTURER ID : ..)
Wahyudi Wibowo (LECTURER ID : ..)
Lydia Ari Widyarini (LECTURER ID : ..)
Wahyudi Wibowo (LECTURER ID : ..)
Subject
International Business Management
Datestamp
2020-08-07 06:12:30
Abstract :
BMW is a original brand from Germany that has mastered the premium vehicle segment in Indonesia, amounting to 26.05% of car sales in Indonesia. supported by young entrepreneurs who have under 40 years of age.This thesis uses the theoretical basis derived from the Decision making model, Kotler and Keller (2007) to determine someone in deciding on a purchase of a BMW brand. This thesis has a sample of 210 people who know and use BMW and will know as a customer's loyalty to a brand. This thesis is distributed using Google forms and posted on social media with a minimum age of 17 years in Surabaya. Analysis of technical data in this skirpsi uses Structural Equation Model (SEM) with SMART PLS 3.0 as an analysis tool. The results of this study indicate that of the 4 hypotheses proposed, there is 1 hypothesis that was rejected. that is, age that has no power to moderate brand image, find variations, and social factors. Basic logic of thought that underlies this skype is not proven. This thesis also provides information about what BMW should improve in the future. Suggestions for people who are interested in doing this thesis to add other moderation variables and user ages that are more detailed or detailed so that the resulting data is more valid.
BMW is a original brand from Germany that has mastered the premium vehicle segment in Indonesia, amounting to 26.05% of car sales in Indonesia. supported by young entrepreneurs who have under 40 years of age.This thesis uses the theoretical basis derived from the Decision making model, Kotler and Keller (2007) to determine someone in deciding on a purchase of a BMW brand. This thesis has a sample of 210 people who know and use BMW and will know as a customer's loyalty to a brand. This thesis is distributed using Google forms and posted on social media with a minimum age of 17 years in Surabaya. Analysis of technical data in this skirpsi uses Structural Equation Model (SEM) with SMART PLS 3.0 as an analysis tool. The results of this study indicate that of the 4 hypotheses proposed, there is 1 hypothesis that was rejected. that is, age that has no power to moderate brand image, find variations, and social factors. Basic logic of thought that underlies this skype is not proven. This thesis also provides information about what BMW should improve in the future. Suggestions for people who are interested in doing this thesis to add other moderation variables and user ages that are more detailed or detailed so that the resulting data is more valid.
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