Pengaruh Brand Equity Sophie Paris terhadap Kepercayaan Diri Customer Member di Kertosono

ABSTRAK

Penelitian ini bertujuan untuk mengetahui: (1) Tingkat Brand Equity Sophie Paris di Kertosono, (2) Tingkat kepercayaan diri customer member Sophie Paris di Kertosono, (3) Pengaruh Brand Equity Sophie Paris terhadap kepercayaan diri customer member di Kertosono, (4) Apa indikator Brand Equity (Brand salience, Brand performance, Brand imagery, Brand judgments, Brand feelings, Brand resonance) Sophie Paris yang paling dominan terhadap kepercayaan diri customer member di kertosono.

Metodologi Penelitian meliputi: Variabel Penelitian terdiri dari (1) Brand Equity Sophie Paris sebagai variabel bebas (X), meliputi a) Brand salience, b) Brand performance, c) Brand imagery, d) Brand judgments, e) Brand feelings, f) Brand resonance, (2) Kepercayaan diri cutomer member sebagai variabel terikat (Y). Sedangkan jumlah sampel yang ditentukan sebanyak 30 responden. Metode pengambilan sampel dalam penelitian ini adalah nonprobabilitas yaitu suatu cara pengambilan sampel apabila besarnya peluang anggota populasi untuk terpilih sebagai sampel tidak diketahui. Dengan menggunakan teknik incidental sampling. Penelitian yang menggunakan teknik sampling ini adalah penelitian yang populasinya adalah individu-individu yang sukar ditemui dengan alasan sibuk, tidak mau diganggu, tidak bersedia menjadi responden, atau alasan lainnya. Oleh karena itu, siapa saja yang ditemui dan masuk dalam kategori populasi, dapat diinterviwe sebagai sampel atau responden.

Hasi dari penelitian diperoleh kesimpulan: (1)Tingkat Brand Equity Sophie Paris di Kertosono berada dalam kategori tinggi dengan prosentase 66,7%, sebanyak 20 responden. (2) Tingkat kepercayaan diri customer member Sophie Paris di Kertosono berada dalam kategori tinggi dengan prosentase 50% sebanyak 15 orang dari 30 responden. (3) Ada pengaruh yang signifikan antara Brand Equity Sophie Paris terhadap kepercayaan diri customer member di Kertosono. Semakin tinggi Brand Equity Sophie Paris maka akan semakin tinggi pula kepercayaan diri customer member Sophie Paris, demikian pula sebaliknya.(4) Indikator dari Brand Equity Sophie Paris yang paling dominan mempengaruhi kepercayaan diri customer member di Kertosono adalah Brand Resonance yang mengacu pada karakteristik relasi yang dirasakan pelanggan terhadap merek spesifik.

ABSTRACT

This study aims to determine: (1) The level of brand equity in Kertosono Sophie Paris, (2) The level of customer confidence in Kertosono member Sophie Paris, (3) Effect of Brand Equity Sophie Paris on customer confidence in Kertosono member, (4) What indicator of brand equity (brand salience, brand performance, brand imagery, brand judgments, brand feelings, Brand resonance) Sophie Paris the most dominant member of the customer's confidence in Kertosono.

The research methodology includes: Variables The study consisted of (1) Brand Equity Sophie Paris as the independent variable (X), includes a) Brand salience, b) Brand performance, c) Brand imagery, d) Brand judgments, e) Brand feelings, f) Brand resonance, (2) Confidence customer member as a dependent variable (Y). While the sample size is determined by 30 respondents. The sampling method in this study is nonprobabilitas which is a way of sampling if the opportunity for elected members of the population as the sample is unknown. By using the incidental sampling technique. Research using this sampling technique is the study population was individuals who are hard to find the reasons busy, do not want to be disturbed, not willing to be the respondent, or other reasons. Therefore, anyone who found and included in the category of the population, can diinterviwe as responders.

Hasi from the study concluded: (1) The level of brand equity in Kertosono Sophie Paris is in the high category with a percentage of 66.7%, a total of 20 respondents. (2) The level of customer confidence in Kertosono member Sophie Paris is in the high category with the percentage of 50% Shebaniah 15 people from 30 respondents. (3) There is significant relationship between brand equity Sophie Paris on customer confidence in Kertosono member. The higher the brand equity Sophie Paris it will be the higher the customer confidence in member Sophie Paris, and vice versa. (4) Indicators of Brand Equity Sophie Paris's most dominant affect customer confidence in Kertosono members are Brand resonance refers to the characteristic relations customers perceived the brand specific.

ABSTRACT ARABIC