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Jasa Pembuatan Skripsi

Jasa Pembuatan Skripsi
Jasa Pembuatan Skripsi

Monday, April 24, 2017

Jasa Buat Skripsi: download Skripsi Manajemen:Pengaruh ekuitas merek (brand equity) terhadap keputusan pembelian konsumen pengguna sepeda motor merek Honda Beat di Kota Malang

Abstract

INDONESIA:
Persaingan antar perusahaan saat ini semakin ketat, dimana merek memiliki peran penting dan menjadi aset perusahaan yang paling bernilai. Merek mempengaruhi pandangan konsumen terhadap suatu produk tetapi juga memberikan keuntungan bagi konsumen dengan rendahnya resiko pembelian. Semakin tinggi nilai dari citra merek tersebut maka akan semakin kuat perusahaan dalam mencapai keunggulan kompetitifnya. Merek harus mempunyai brand equity yang kuat sehingga merek tersebut memiliki citra yang kuat pula dalam benak konsumen atau pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh variabel Brand Equity, baik secara simultan maupun parsial serta variabel mana yang paling dominan terhadap keputusan pembelian konsumen sepeda motor Merek Honda Beat di kota Malang.
Jenis penilitian yang digunakan adalah kuantitatif dengan pendekatan causal investigation, Dalam penelitian ini terdapat dua variabel, yaitu variabel independen yang terdiri dari variabel brand awareness (X1), perceived quality (X2), brand association (X3), dan brand loyalty (X4), dan variabel dependen yaitu keputusan pembelian (Y). Populasi dalam penelitian ini adalah para konsumen sepeda motor Honda Beat di kota Malang di mana sampel yang diambil adalah sebanyak 165 responden namun hanya 150 responden yang layak diteliti sesuai dengankriteria– kriteria yang telah ditentukan dalam penelitian. Teknik pengambilan sampel dalam penelitian ini menggunakan dasar pengambilan sampel Non probability sampling، dengan cara purposive sampling. Sedangkan jenis data yang digunakan adalah data primer dan sekunder. Analisis data yang digunakan dalam penelitian ini menggunakan uji validitas، reliabilitas dan analisis regresi linier berganda، serta uji hipotesis penelitian.
Hasil penelitian menunjukkan bahwa berdasarkan hasil uji simultan (Uji F) diperoleh nilai F hitung sebesar 95,081 dan nilai signifikansi sebesar 0,000 dimana nilai Fhitung > Ftabel (95,081 > 2,434)، sehingga diambil keputusan H0 ditolak dan disimpulkan Brand awareness (X1)، Brand association (X2)، Brand loyalitas (X3)، dan Perceived quality (X4) berpengaruh signifikan secara simultan terhadap keputusan pembelian (Y). Berdasarkan hasil uji parsial (Uji t) diperoleh nilai thitung sebesar 1,100 dan nilai signifikansi variabel X1 sebesar 0,273 dimana nilai thitung < ttabel (1,100 < 1,976), sehingga H0 diterima dan disimpulkan bahwa X1 tidak berpengaruh signifikan terhadap keputusan pembelian (Y). Sedangkan Brand association (X2) diperoleh nila ithitung sebesar 6،172 dan nilai signifikansi sebesar 0,000 dimana nilai thitung > ttabel (6,176 > 1,976), Brand loyalty (X3) dengan nilai thitung sebesar 3,506 dan nilai signifikansi sebesar 0،001 dimana nilai thitung > ttabel (3,506 > 1,976, dan Perceived quality (X4) dengan nilai thitung sebesar 3,666 dan nilai signifikansi sebesar 0,000dimana nilai thitung > ttabel (3,666 > 1,976), sehingga H0 ditolak dandisimpulkan bahwa X2, X3, danX4 berpengaruh signifikan terhadap keputusan pembelian (Y). Berdasarkan hasil uji dominan, diperoleh bahwa indikator Brand association (X2) merupakan indikator paling dominan di mana indikator X2 mempunyai koefisien standardized paling tinggi dibandingkan dengan indikator lain yaitu Ri 2 = 0,616.
ENGLISH:
Company competition nowadays is getting tighter, especially when brand holds an important role and being the most valuable company asset. Brand affects customer’s perspective toward a product and also beneficial for the customer with a low-risk purchasing. The higher the image of a brand, the stronger the company to reach the competitive benefit they aimed. A brand should have strong brand equity so that a brand can have a strong image in customer’s mind. This research is aimed to know the effect of brand equity both simultaneously and partially, and which variable dominate the customer’s decision to purchase a Honda Beat motorcycle in Malang.
This research used quantitative research with casual investigation approach. In this research, there were two variables i.e. independent variable which consists of brand awareness (x1), perceived quality (x2), brand association (x3), and brand loyalty (x4), whereas dependent variable consists of purchasing decision (y). The population for this research was Honda Beat customers in Malang and the sample taken was 165 respondents, but later decreased to 150 customers that is eligible to be researched based on criteria set in this research beforehand. The sampling technique used was non-probability sampling by using purposive sampling way. Kinds of data used in this research were primary and secondary data. The data analysis was done by using validity test, reliability and double linear regression analysis, and hypothesis test.

From the research findings, it was shown that based on the result of simultaneous test (F-test) Fcount obtained was 95,081 and significance by 0,000 where Fcount>Ftable (95,081>2,434) thus it can be concluded that H0 was rejected and Brand awareness (x1), brand association (x2), brand loyalty (x3), and perceived quality (x4) were significantly affects to purchasing decision (y) simultaneously. Based on the result of partial test (t-test) tcount obtained was 1,100 and significant variable of x1 by 0,273 where tcount < ttable (1,100>1,976), therefore H0 was accepted and it can be concluded that x1 did not significantly affect the purchasing decision (y). Meanwhile from brand association variable (x2) was obtained tcount value by 6,172 and significant value by 0,000 where tcount > ttable (6,176>1,976), brand loyalty (X3) with tcount 3,506 and significance value 0,001 where tcount > ttable (3,506 >1,976), and perceived quality (x4) with tcount by 3,666 and significance value by 0,000 where tcount > ttable (3,666>1,976), thus H0 was rejected and a conclusion was made that x2, x3, and x4 significantly affect the purchasing decision (y). Then, based on dominance test, it was obtained that brand association indicator (x2) was the most dominant indicator, where x2 had the highest standardized coefficient than the other indicator which was Ri 2 = 0,616.
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