ANALISIS BRAND AMBASSADOR, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN HELM KYT DI KECAMATAN KEMBANGAN JAKARTA

PERDANA, SATRIA ALZA (2018) ANALISIS BRAND AMBASSADOR, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN HELM KYT DI KECAMATAN KEMBANGAN JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to clarify the influence of brand ambassador, brand equity, and price perception on purchase decision of KYT helmet. The design of the study used is the combination of explanatory research using descriptive qualitative approach. The object of the study is consumer of KYT and selecting consumer as sample by using technique of purposive sampling with multilinier regression analysis using Statistical Product and Service Solution (SPSS) program and obtained 416 samples. The result of the study are brand ambassador, brand equity, and price perception have partially positive and significant influence on purchase decision. Brand ambassador influences positively and significantly toward brand equity. Brand ambassador and brand equity simultaneously have positive and significant influence on purchase decision. The strongest relationship between dimensions is the relationship of brand personality and brand choices. The better brand personality offered by the company, the higher level to choose brand of KYT helmet. Keywords: brand ambassador, brand image, KYT helmet, price perception, purchase decision Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, citra merek dan persepsi harga terhadap keputusan pembelian helm KYT. Desain penelitian ini menggunakan gabungan antara penelitian explanatory dengan pendekatan deskriptif kuantitatif. Objek penelitian ini adalah konsumen helm KYT dan pemilihan konsumen sebagai sampel menggunakan teknik purposive sampling dengan analisa Regresi Linear Berganda menggunakan program Statistical Product and Service Solution (SPSS) sehingga diperoleh sampel sebesar 416. Hasil penelitian ini adalah brand ambassador, citra merek dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand ambassador berpengaruh positif dan signifikan terhadap citra merek. Brand ambassador dan citra merek secara simultan berpengaruh postif dan signifikan terhadap keputusan pembelian. Hubungan antar dimensi yang paling kuat adalah hubungan brand personality dan pilihan merek. Semakin baik brand personality yang ditawarkan oleh perusahaan, maka tingkat keputusan memilih merek helm KYT meningkat. Kata kunci: brand ambassador, citra merek, helm KYT, persepsi harga, keputusan pembelian

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 004
NIM: 55115010004
Uncontrolled Keywords: brand ambassador, citra merek, helm KYT, persepsi harga, keputusan pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.52 Perception Theory/Teori Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
400 Language/Bahasa > 400. Language/Bahasa > 401 Philosopy and Theory/Filsafat dan Teori Bahasa > 401.9 Psycholinguistics/Psikolinguistik > 401.95 Speech Perceptions/Persepsi Pengucapan, Penafsiran Ucapan
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 27 Oct 2018 05:28
Last Modified: 06 Nov 2018 04:55
URI: http://repository.mercubuana.ac.id/id/eprint/45271

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