ANALISIS BRAND IMAGE, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP PEMASANGAN SPONSORSHIP PROGRAM KICK ANDY

SOPUTRA, JULIANA (2018) ANALISIS BRAND IMAGE, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP PEMASANGAN SPONSORSHIP PROGRAM KICK ANDY. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is purposed to analyze brand image, product quality, and price perception sponsoring on Kick Andy program. Sampling method that is used is non-probability sampling to 51 media planner at Jakarta, both who have been chosen Kick Andy program for advertisement placement and the ones who have not. Analysis method used in this research is Structural Equation Modelling (SEM) with Smart PLS (Partial Least Square) Version 2. The result of this research shows that brand image positively and significantly influential to sponsorship placement in Kick Andy program, product quality influenced positively and significantly to sponsorship placement in Kick Andy program, and price perception influenced negatively and significant to sponsorship placement in Kick Andy program. Keywords: Buying Decision, Brand Image, Product Quality, Price Perception Penelitian ini bertujuan untuk menganalisis brand image, kualitas produk, dan persepsi harga terhadap pemasangan sponsorship program Kick Andy. Metode sampling yang digunakan adalah non-probability sampling terhadap 51 media planner di Jakarta baik yang sudah pernah memilih program Kick Andy untuk memasang iklan mereka atau belum. Metode analisis yang digunakan dalam penelitian ini yaitu Structural Equation Modelling (SEM) dengan software Smart PLS (Partial Least Square) 2 Student Version. Hasil penelitian ini menunjukan bahwa brand image berpengaruh positif dan signifikan terhadap pemasangan sponsorship program Kick Andy, kualitas produk berpengaruh positif dan signifikan terhadap pemasangan sponsorship program Kick Andy, dan persepsi harga berpengaruh negatif dan signifikan terhadap pemasangan sponsorship program Kick Andy. Kata kunci : Keputusan Pembelian, Brand Image, Kualitas Produk, Persepsi Harga

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 18 083
NIM/NIDN Creators:	55115110234
Uncontrolled Keywords:	Keputusan Pembelian, Brand Image, Kualitas Produk, Persepsi Harga
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.3 Office Management/Manajemen Kantor, Manajemen Perkantoran
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Virda Syifa
Date Deposited:	05 Nov 2018 03:05
Last Modified:	15 Dec 2021 09:52
URI:	http://repository.mercubuana.ac.id/id/eprint/45383

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