IRAWAN, NOVIDA (2010) PENGARUH DAYA TARIK PESAN DALAM KEMASAN PRODUK TERHADAP EKUITAS MEREK DAN KEPUTUSAN PEMBELIAN (Studi Mengenai Kemasan Botol Permen Lotte Xylitol di Carrefour Lebak Bulus Jakarta Selatan). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
01-cover luar.pdf Download (29kB) | Preview |
|
|
Text (Lembar Persetujuan)
03-lembar persetujuan.pdf Download (34kB) | Preview |
|
|
Text (Lembar Tanda Lulus)
04-lembar tanda lulus.pdf Download (42kB) | Preview |
|
|
Text (Lembar Pengesahan)
05-lembar pengesahan perbaikan.pdf Download (42kB) | Preview |
|
|
Text (Surat Pernyataan)
07-lembar pernyataan.pdf Download (38kB) | Preview |
|
|
Text (Abstrak)
08-abstrak indonesia.pdf Download (27kB) | Preview |
|
|
Text (Abstract)
09-abstract inggris.pdf Download (26kB) | Preview |
|
|
Text (Kata Pengantar)
10-kata pengantar.pdf Download (23kB) | Preview |
|
|
Text (Daftar Isi)
11-daftar isi.pdf Download (25kB) | Preview |
|
|
Text (Daftar Tabel)
12-daftar tabel.pdf Download (21kB) | Preview |
|
|
Text (Daftar Gambar)
13-daftar gambar.pdf Download (20kB) | Preview |
|
|
Text (Daftar Lampiran)
14-daftar lampiran.pdf Download (19kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
15-bab 1.pdf Restricted to Registered users only Download (52kB) |
|
|
Text (Bab 2)
16-bab 2.pdf Restricted to Registered users only Download (133kB) |
|
|
Text (Bab 3)
17-bab 3.pdf Restricted to Registered users only Download (103kB) |
|
|
Text (Bab 4)
18-bab 4.pdf Restricted to Registered users only Download (395kB) |
|
|
Text (Bab 5)
19-bab 5.pdf Restricted to Registered users only Download (32kB) |
|
|
Text (Daftar Pustaka)
20-daftar pustaka.pdf Restricted to Registered users only Download (28kB) |
|
|
Text (Lampiran)
21-lampiran.pdf Restricted to Registered users only Download (854kB) |
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik pesan dalam kemasan produk yang meliputi visibility, information, emotional appeal dan workability terhadap ekuitas merek dan keputusan pembelian konsumen. Penelitian dilaksanakan pada bulan Juli sampai Agustus 2009 di Carrefour Lebak Bulus Jakarta Selatan. Metode penelitian yang digunakan adalah survei berdasarkan kriteria, yaitu Carrefour Lebak Bulus Jakarta Selatan memiliki penjualan permen karet Lotte Xylitol yang paling tinggi dibandingkan Carrefour di wilayah lain di Jakarta serta dibandingkan dengan Supermarket atau Hypermarket sejenis yang ada di Jakarta. Penelitian ini menggunakan metode survei korelasional, penentuan sampel menggunakan simple random sampling dimana konsumen yang diambil sebagai responden sebanyak 95 orang. Analisis ini dilakukan dengan statistik deskriptif dan analisis jalur. Hasil hipotesis pertama berdasarkan hasil analisis jalur (path analysis) menunjukkan bahwa daya tarik pesan dalam kemasan produk yang terdiri dari visibility, information, emotional appeal dan workability mempunyai pengaruh yang signifikan terhadap variabel ekuitas merek. Hasil uji hipotesis kedua, berdasarkan hasil analisis jalur (path analysis) diketahui bahwa daya tarik pesan dalam kemasan produk yang terdiri dari visibility, information, emotional appeal dan ekuitas merek berpengaruh signifikan terhadap keputusan pembelian konsumen. Disini faktor workability tidak mempunyai pengaruh yang signifikan terhadap variabel keputusan pembelian konsumen. Kata Kunci: Kemasan, Ekuitas Merek, Keputusan Pembelian, Analisis Jalur The Objective of this research was to analyse the effect of message in packaging of product which are consisted of visibility, information, emotional appeal and workability to brand equity and buying decision of the consumer. The research was carried out on july to August 2009 at Carrefour Labak Bulus Jakarta Selatan. The Carrefour Lebak Bulus Jakarta Selatan was choose considered on selling performance compared to other Carrefour in other place and compared to a kind of Supermarket or Hypermarket in Jakarta. This research used the survey co relational approach using simple random sampling method for 95 respondent. The analysis has been done by statitistic descriptive and path analysis. The result shown that result of first hypothesis test, message in packaging of product which are consisted of visibility, information, emotional appeal and workability have influence is signifikan to brand variable. Result of second test, message in packaging of product which are consisted of visibility, information, emotional appeal and brand equity have effect on signifikan to buying decision of the consumer. Here workability factor don't have effect on signifikan to buying decision of the consumer. Key Word: Packaging, Brand Equity, Buying Decision, Path Analysis
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-10-002 |
| NIM/NIDN Creators: | 55207110004 |
| Uncontrolled Keywords: | Packaging, Brand Equity, Buying Decision, Path Analysis, Kemasan, Ekuitas Merek, Keputusan Pembelian, Analisis Jalur, CORCOM, Korporate Komunikasi dan Komunikasi Pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 19 Apr 2022 03:46 |
| Last Modified: | 21 Jul 2022 04:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60095 |
Actions (login required)
 |
View Item |
