Analisis pengaruh TV commercial terhadap peningkatan brand equity (studi kasus TV commercial tidak ada badak tidak bagus minuman larutan penyegar cap badak) = The effect of TV commercial to improve brand equity (case study cap badak TV commercial tidak ada badak tidak bagus) / Nikita Puspita Ing Endit
Nikita Puspita Ing Endit;
Rembeth, John Daniel, supervisor; Triyono Arief Wahyudi, examiner; Bagio Nugroho Karno, examiner
(Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013)
|
ABSTRAK Tesis ini membahas pengaruh TV Commercial terhadap peningkatan brand equity minumanlarutan penyegar Cap Badak. Penelitian ini menggunakan analisis statistik deskriptif dananalisis regresi sebagai teknik analisis data. Teknik sampling yang digunakan adalahnonprobability sampling yaitu menggunakan convenience sampling.Berdasarkan data dari200 responden, maka didapatkan hasil penelitian yang menunjukkan bahwa TV Commercialberpengaruh secara signifikan terhadap seluruh dimensi brand equity, yaitu brand awareness,brand association, perceived quality, dan brand loyalty. Brand awareness, perceived quality,dan brand loyalty tidak berpengaruh secara signifikan terhadap peningkatan brand equity.Selain itu, didapatkan pula hasil penelitian yang menunjukkan bahwa brand associationberpengaruh secara signifikan terhadap peningkatan brand equity. ABSTRACT This thesis analyze the effect of TV Commercial to improve brand equity of ‘LarutanPenyegar Cap Badak’.This research applied descriptive statistic and regression analysismethod. The sampling technique used is non probability sampling, which employed aconvenience sampling approach. According to the data from 200 respondents, there is asignificant effect of TV Commercial to the overall improvement of brand equity dimension.Brand awareness, perceived quality, and brand loyalty has no significant relation with theincrease of brand equity. In the other hand, brand awareness, perceived quality, and brandloyaltyhave no significant relation with the increase of brand equity. In addition, the researchalso shows that brand association significantly affects brand equity enhancement. |
T-Pdf Nikita Puspita Ing Endit.pdf :: Unduh
|
No. Panggil : | T-Pdf |
Entri utama-Nama orang : | |
Entri tambahan-Nama orang : | |
Entri tambahan-Nama badan : | |
Subjek : | |
Penerbitan : | [Place of publication not identified]: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013 |
Program Studi : |
Bahasa : | ind |
Sumber Pengatalogan : | LibUI ind rda |
Tipe Konten : | text |
Tipe Media : | computer |
Tipe Carrier : | online resource |
Deskripsi Fisik : | xv, 210 pages : illustration ; 28 cm + appendix |
Naskah Ringkas : | |
Lembaga Pemilik : | Universitas Indonesia |
Lokasi : | Perpustakaan UI, Lantai 3 |
No. Panggil | No. Barkod | Ketersediaan |
---|---|---|
T-Pdf | TERSEDIA |
Ulasan: |
Tidak ada ulasan pada koleksi ini: 20350106 |