Achmad, Taufik (2018) PENGARUH ASOSIASI MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK SEPEDA MOTOR YAMAHA FINO 125 (Studi kasus pada komunitas Fino Owners Indonesia Chapter Bekasi) THE INFLUENCE OF BRAND ASSOCIATION AND BRAND TRUST ON BRAND LOYALTY OF MOTORCYCLE YAMAHA FINO 125 (case study on the Fino Owners Indonesia Chapter Bekasi community). Other thesis, Universitas Darma Persada.
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Abstract
The purpose of this study was to determine the effect of brand association and brand trust on Yamaha Fino motorcycle brand loyalty (case study on the Fino Owners Indonesia Community Bekasi Chapter). It was conducted with data collection methods by distributing questionnaires directly to 110 members at the Fino Owners Indonesia Community Bekasi Chapter. Using non probability sampling to determine respondents' responses to each variable contained in this research. Furthermore, the analytical method used is simple and multiple liniear, namely T and F test. The results showed that the brand association relationship (X1) to brand loyalty (Y) partially showed a relationship of 0.573 and had an effect of 32.9%, while brand trust (X2) on brand loyalty (Y) shows a relationship of 0.560 and has an effect of 31.4%. Then simultaneously, the results of research in relationship between brand associations (X1) and brand trust (X2) to brand loyalty (Y) shows a relationship of 0.642 and has an influence of 41.2%, which means that both of the relationship are very strong. It shows that the purchasers of Yamaha Fino 125cc love the product because it suits what they want. And they also put their trust in the brand of the product they choose. Tujuan Penelitian ini adalah untuk mengetahui Pengaruh Asosiasi Merek Dan Kepercayaan Merek Terhadap Loyalitas Merek Sepeda Motor Yamaha Fino (Studi Kasus Pada Komunitas Fino Owners Indonesia Chapter Bekasi). Penelitian ini dilakukan dengan metode pengumpulan data dengan cara penyebaran kuisioner secara langsung kepada 110 orang anggota di komunitas Fino Owners Indonesia Chapter Bekasi dengan menggunakan non probability sampling untuk mengetahui tanggapan responden terhadap masing-masing variabel yang terdapat dalam penelitian ini. Metode analisis yang digunakan adalah linier sederhana dan berganda yaitu uji T dan uji F. Hasil penelitian menunjukan hubungan antara asosiasi merek (X1) terhadap loyalitas merek (Y) secara parsial menunjukan hubungan sebesar 0,573 dan memiliki pengaruh sebesar 32,9%, sedangkan kepercayaan merek (X2) terhadap loyalitas merek (Y) menunjukan hubungan sebesar 0,560 dan memiliki pengaruh sebesar 31,4%. Lalu secara simultan hasil penelitian hubungan antara asosiasi merek (X1) dan kepercayaan merek (X2) terhadap loyalitas merek (Y) menunjukan hubungan sebesar 0,642 dan memiliki pengaruh sebesar 41,2% yang artinya bahwa hubungannya sangat kuat. Hal ini menunjukan bahwa para konsumen Yamaha Fino 125 menyukai produk tersebut sesuai dengan apa yang diinginkannya dan konsumen tersebut sudah menaruh kepercayaan kepada merek dari produk yang ia pilih.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Brand Associations, Brand Trust, Brand Loyalty |
| Subjects: | 300 Social Science/Ilmu Sosial > 346.04 Property/Hukum Kepemilikan, Hak Milik Pribadi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Julia Ningsih Perpustakaan |
| Date Deposited: | 02 Nov 2018 04:42 |
| Last Modified: | 05 Mar 2024 06:13 |
| URI: | http://repository.unsada.ac.id/id/eprint/449 |
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