PENGARUH BRAND AWARENESS DAN BRAND IMAGE PADUAN SUARA MAHASISWA UNIVERSITAS MERCU BUANA TERHADAP KEPUASAN MAHASISWA TINGKAT 1 UNIVERSITAS MERCU BUANA

YUWONO, AGUS (2018) PENGARUH BRAND AWARENESS DAN BRAND IMAGE PADUAN SUARA MAHASISWA UNIVERSITAS MERCU BUANA TERHADAP KEPUASAN MAHASISWA TINGKAT 1 UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effect of Brand Awareness and Brand Image Mercu Buana Student Choir on The Satisfaction of the entry level student’s Mercu Buana University. This research is a quantitative research using survey method. The study design used associative explant causality. Explanation with associative approach of causality aims to analyze and explain the influence of the independent variables on the dependent variable. The object of this research is entry level student of Mercu Buana University at Jakarta. The study was conducted on 336 students as respondents with saturated sampling technique. The results showed that Brand Awareness has a positive and significant effect on Students’s Satisfaction, and Brand Image has a positive and significant effect on Students’s Satisfaction with Behavioural Intention as an intervening variable. Keyword: Brand Awareness, Brand Image, Behavioural Intention, Customer Satisfaction. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Awareness dan Brand Image Paduan Suara Mahasiswa Universitas Mercu Buana terhadap Kepuasan Mahasiswa tingkat 1 Universitas Mercu Buana. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survey. Desain penelitian menggunakan eksplanasi asosiatif kausalitas. Eksplanasi dengan pendekatan asosiatif kausalitas bertujuan untuk menganalisa dan menjelaskan pengaruh dari variable-variabel bebas terhadap variabel terikat. Objek penelitian ini adalah mahasiswa tingkat 1 Universitas Mercu Buana, yang berlokasi di Jakarta. Penelitian dilakukan terhadap 336 mahasiswa tingkat 1 Universitas Mercu Buana sebagai responden dengan teknik sampling jenuh. Hasil penelitian menunjukkan bahwa Brand Awareness berpengaruh positif dan signifikan terhadap Kepuasan Mahasiswa, dan Brand Image berpengaruh positif dan signifikan terhadap Kepuasan Mahasiswa dengan Behavioural Intention sebagai variabel intervening. Kata kunci: Brand Awareness, Brand Image, Behavioural Intention, Kepuasan Pelanggan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 419
Call Number: SE/31/18/500
NIM: 43113110614
Uncontrolled Keywords: Brand Awareness, Brand Image, Behavioural Intention, Kepuasan Pelanggan.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.91 Influence of Physical Environment and Conditions/Pengaruh Lingkungan dan Kondisi Fisik
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.92 Influence of Social Environment/Pengaruh Lingkungan Sosial
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 17 Dec 2018 02:20
Last Modified: 08 Jan 2019 08:03
URI: http://repository.mercubuana.ac.id/id/eprint/46115

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