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Pengaruh Self- Image Congruence pada Brand Preference dan kepuasan konsumen

GUSTI, Yenni Kurnia, Prof.Dr. Basu Swastha Dh., MBA

2005 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk menguji pengaruh self image congruence terhadap brand preference dan kepuasan konsumen, serta bertujuan untuk menguji individu yang memiliki tingkat self image congruence yang berbeda, apakah akan menunjukkan brand preference dan kepuasan konsumen yang berbeda dalam mengunakan produk dengan merek tertentu. Subyek penelitian ini berjumlah 197 responden yang mengetahui, memiliki dan mengunakan produk elektronik merek Sony. Responden yang dipilih adalah responden yang berdomisili di Daerah Istimewa Yogyakarta. Pengumpulan data dilakukan melalui penyebaran kuisioner dengan teknik nonprobability dengan metode purposive sampling. Model diuji dengan mengunakan metode kolerasi regresi dan analisa uji beda independent student t. Hasil pengujian menunjukkan ketiga hipotesa diterima, ketiga variabel yang digunakan yaitu self image congruence, brand preference dan kepuasan konsumen serta memasukkan beberapa faktor demografi seperti usia, jenis kelamin, tingkat pendidikan dan status perkawinan. Hasil analisa kolerasi menunjukkan ada hubungan yang kuat antara ketiga variabel tersebut dan analisis regresi menunjukkan bahwa ada pengaruh yang signifikan antara self image congruence dengan brand preference dan kepuasan konsumen. Hasil analisis independent student t menunjukkan bahwa individu yang memiliki tingkat self image congruence yang berbeda menunjukkan brand preference dan kepuasan konsumen yang berbeda pula. Pada bagian akhir penelitian ini terdapat beberapa saran untuk penelitian dimasa mendatang agar lebih memperluas kategori dan jenis produk sehingga dapat memperoleh generalisasi yang lebih luas dengan populasi yang lebih beragam.

This research aimed at examining the influence of self image congruence to the brand preference and customer satisfaction, as well as at examining individual whom which own different self image congruence level, whether it will show different brand preference and customer satisfaction in using products with certain brands. The subjects of this research were 197 respondents who were understanding, owning, and using Sony electronic product. Respondents selected were those who have been living in Special Province of Yogyakarta. Data collections were performed through questioner distribution by non-probability technique with purposive sampling. Models were tested by using regression correlation method and independent student t-test analysis. As result, it showed that the three hypotheses were accepted. The three variables used were self-image congruence, brand preference, and customer satisfaction, as well as entering several demographic factors like age, type of sex, education level, and marital status. Correlation analysis result showed that there were strong relationships between those Three variables and regression analysis showed that there were significant relationships between self-image congruence and brand preference and customer satisfaction. The result of independent student t-test analysis showed that individual whom which owned different self-image congruence level showed different brand preference and customer satisfaction as well. In the final part of this research, there are some suggestions for future researches so that they extend category and kind of product. So, they able to obtain larger generalization with more diverse population.

Kata Kunci : Manajemen Pemasaran,Kepuasan Konsumen,Brand Preference,Self Image Congruence,Self image congruence, Brand preference, Customer satisfaction


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