Rohmatalayali, Rohmatalayali (2014) Pengaruh ekuitas merek terhadap keputusan pembelian mie Sedap: Survei mahasiswa Perguruan Tinggi Negeri Kota Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Text (Abstract: English)
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Text (Chapter 1)
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Text (References)
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Other (Appendices)
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Abstract
INDONESIA:
Merek menyederhanakan kehidupan konsumen yang sibuk dan selalu kekurangan waktu dengan cara membantu mereka pada saat membuat pilihan dalam pasar yang sangat padat. Mie Sedaap merupakan penantang pasar yang sukses dalam beberapa tahun terakhir ini. Hal ini dibuktikan dengan berhasil merebut pangsa pasar mie instan di indonesia yang dimiliki oleh Indomie sebesar 10-15%. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek terhadap keputusan pembelian, baik secara simultan, parsial dan variabel dominan. Untuk lokasi penelitiannya dilakukan survei di Perguruan Tinggi Negeri kota Malang.
Penelitian ini merupakan penelitian kuantitatif dengan pendekatan survey jumlah sampel sebanyak 107 dengan teknik pengambilan purposive sampling. Lokasi penelitian ini dilakukan survey di Perguruan Tinggi Negeri kota Malang. Pada penelitian ini variabel bebasnya terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek. Sedangkan variabel terikatnya keputusan pembelian. Pengujian instrument menggunakan uji validitas realibilitas dan uji asumsi klasik. Sedangkan metode analisis data menggunakan regresi linear berganda dengan uji F dan uji t.
Hasil penelitian menunjukkan bahwa secara simultan atau bersama-sama variabel kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, variabel kesadaran merek, asosiasi merek, dan persepsi kualitas berpengaruh signifikan terhadap keputusan pembelian. Sedangkan variabel loyalitas merek tidak berpengaruh signifikan terhadap keputusan pembelian. Hasil penelitian ini menyatakan bahwa varibel dominannya adalah variabel persepsi kualitas.
ENGLISH:
Brand simplify the lives of consumers who are busy and always short of time by helping them to make choices in a very crowded market. Mie Sedaap a successful market challenger in recent years. This is evidenced by the successful capture market share of instant noodles in Indonesia owned by Indomie by 10-15%. This study aims to determine the effect of brand equity on purchasing decisions, either simultaneously, partial and dominant variables. For the location of survey research at the State University of Malang.
This research is a quantitative survey approach with a total sample of 107 decision-purposive sampling technique. Location of survey research at the State University of Malang. In this study the independent variables consist of brand awareness, brand associations, perceived quality and brand loyalty. While the dependent variable purchase decision. Testing instrument using validity and reliability of classical assumption test. While the methods of data analysis using multiple linear regression with the F test and t test.
The results showed that simultaneous or variables together brand awareness, brand associations, perceived quality and brand loyalty significantly influence purchasing decisions. Partially, the variable of brand awareness, brand associations, and perceived quality significantly influence purchasing decisions. While brand loyalty variable does not significantly influence the purchase decision. The results of this study stated that the dominant variable is the variable quality perception.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Rahayu, Yayuk Sri | ||||||
Contributors: |
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Keywords: | Ekuitas Merek; Pembelian Mie Instan; Brand Equity; Purchase Instant Noodles | ||||||
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Location: | 150502 | ||||||
Depositing User: | Indar Erdiana | ||||||
Date Deposited: | 15 Sep 2015 08:59 | ||||||
Last Modified: | 15 Sep 2015 08:59 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/1804 |
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