ANALISIS PENGARUH KESADARAN MEREK, KUALITAS PERSEPSIAN DAN KEPUASAN MEREK PADA KESETIAAN MEREK ULTRABOOK DI JAKARTA

IRENNE PARAMITHA ISLAMI, Bayu Sutikno, SE., Cand.MERC., Ph.D

2016 | Tesis | S2 Manajemen

Tujuan dari dilakukannya penelitian ini ialah menguji adanya pengaruh positif kesadaran merek, kualitas persepsian dan kepuasan merek pada kesetiaan merek produk ultrabook di Jakarta. Terdapat tiga hipotesis pada penelitian ini. Hipotesis pertama ialah kesadaran merek berpengaruh positif pada kesetiaan merek, hipotesis kedua ialah kualitas persepsian berpengaruh positif pada kesetiaan merek dan hipotesis ketiga ialah kepuasan merek berpengaruh positif pada kesetiaan merek. Pendekatan dan metoda yang digunakan dalam penelitian ini adalah pendekatan kuantitatif menggunakan survei dengan metoda sampling non probabilistic dan metoda pengujian hipotesis yang digunakan adalah regresi dan uji t. Hasil pengujian hipotesis menunjukkan bahwa kesadaran merek, kualitas persepsian dan kepuasan merek memiliki pengaruh positif pada kesetiaan merek. Kata kunci: kesadaran merek, kualitas persepsian, kepuasan merek, kesetiaan merek

The purpose of this study is to examine the influence of positive impact of brand awareness, perceived quality and brand satisfaction to brand loyalty of ultrabook product in Jakarta. There are three hypotheses were constructed in this study. The first hypothesis is brand awareness has positive effect on brand loyalty, the second hypothesis is perceived quality has positive effect on brand loyalty and the third hypothesis is brand satisfaction positive effect on brand loyalty. Research approach and methods used in this study is a quantitative approach using survey with sampling non probabilistic method. The data in this study are primary data from respondents who filled a quessionaire, and the method of hypothesis testing is using regression and t-tests. The result from hypothesis testing has shown that brand awareness, perceived quality and brand satisfaction has a positive impact to brand loyalty. Keywords: brand awareness, perceived quality, brand satisfaction, brand loyalty

Kata Kunci : kesadaran merek, kualitas persepsian, kepuasan merek, kesetiaan merek