HENDRAYANA, FERNANDO ALDI (2020) HUBUNGAN BRAND IMAGE CONVERSE DAN PERSONALITY TRAITS TERHADAP LOYALITAS KONSUMEN PADA MAHASISWA/I MERCU BUANA JAKARTA. S1 thesis, Universitas Mercu Buana.
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Abstract
This research aims to knowledge the relation of brand image converse and personality traits with costumer loyality on student of Mercu Buana University in Jakarta. The method used in this study is quantitative that used questionnaire as data collection tecnique with 400 respondents among Converse shoes users. Technique analysis data to test the hypothesis were using correlation test with Brand Image variabel (X1), Personality Traits Extraversion (X2) and Customer Loyality (Y). This research shows there is significant relation between Brand Image and Customer Loyality with coefficient correlation value 0.656 and significant value 0.000 (p<0.05). However there is no significant relation between Personality Traits (Ekstraversion) and Costumer Loyality with coefficient correlation value 0.144 and significant value 0.023 (p>0.05). Key Word : Brand Image, Personality Traits, Costumer Loyality Penelitian ini bertujuan untuk mengetahui hubunngan antara Brand Image Converse dan Personality Traits dengan Loyalitas Konsumen pada mahasiswa/i Mercu Buana Jakarta. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan teknik pengumpulan data menggunakan kuesioner. Dengan jumlah sampel 400 responden pengguna sepatu Converse. Teknik analisa data untuk menguji hipotesis menggunakan uji korelasi dengan menggunakan Variabel Brand Image (X1), Personality Traits Extraversion (X2) dan Loyalitas Konsumen (Y). Hasil dari penelitian ini menunjukan bahwa adanya hubungan yang signifikan antara Brand Image dengan Loyalitas Konsumen dengan nilai koefisien korelasi sebesar 0.656 dan nilai signifikansi 0.000 (p<0.05). Akan tetapi tidak adanya hubungan yang signifikan antara Personality Traits (extraversion) degan Loyalitas Konsumen dengan nilai koefisien korelasi sebesar 0.114 dan nilai signifikansi 0.023 (p>0.05). Kata kunci: Brand Image (Citra Merek), Personality Traits (Extraversion), Loyalitas Konsumen.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FP/PSI. 19 347 |
| NIM/NIDN Creators: | 46115010014 |
| Uncontrolled Keywords: | Brand Image (Citra Merek), Personality Traits (Extraversion), Loyalitas Konsumen. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 08 Mar 2022 02:13 |
| Last Modified: | 16 Feb 2023 02:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57398 |
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