ANALISIS PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, LOYALITAS MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK (Studi Kasus pada Konsumen Larissa Aesthetic Center Semarang)

AJI, Efi Praptiwi and SUTOPO , Sutopo (2014) ANALISIS PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, LOYALITAS MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK (Studi Kasus pada Konsumen Larissa Aesthetic Center Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This research is motivated by the increasing competition between branded beauty clinics that exist in Semarang. This affects the consumer decision-making in choosing a brand that is able to meet their needs. This study aims to analyze and test the effect of brand awareness, perceived quality, brand loyalty, and brand image on brand equity Larissa Aesthetic Center Semarang. After a literature review and hypothesis formulation, data collected through questionnaire method against 100 consumers Larissa Aesthetic Center Semarang obtained by using techniques Accidental sampling technique which is part of the Non-Probability Samples. Then testing hypotheses through quantitative analysis, include: the test of validity, reliability test, the classical assumption test, multiple linear regression analysis, and test of goodness of fit. Based on the results of the study, obtained the following regression equation: Y = 0.199 X1 + 0.211 X2 + 0.333 X3 + 0.233 X4 Where the brand equity’s variable (Y), brand awareness (X1), perceived quality (X2), brand loyalty (X3), and brand image (X4). Hypothesis testing using ttest showed that the four independent variables, namely brand awareness, perceived quality, brand loyalty, brand image and significant positive effect on brand equity (the dependent variable). The results showed that the research model was acceptable

Item Type:Thesis (Undergraduate)
Additional Information:brand awareness, perceived quality, brand loyalty, brand image, and brand equity
Uncontrolled Keywords:brand awareness, perceived quality, brand loyalty, brand image, and brand equity
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:43572
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:27 Aug 2014 13:40
Last Modified:27 Aug 2014 13:40

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