PENGARUH PRODUCT RECALL MITSUBISHI XPANDER TERHADAP BRAND TRUST KEPADA MITSUBISHI (STUDI PADA KONSUMEN DI KOTA JAKARTA)

WIRANATA, ALVIN (2020) PENGARUH PRODUCT RECALL MITSUBISHI XPANDER TERHADAP BRAND TRUST KEPADA MITSUBISHI (STUDI PADA KONSUMEN DI KOTA JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT. Mitsubishi Motors Krama Yudha Indonesia is a manufacturing company that produces vehicles. In 2017, Mitsubishi launched its latest vehicle, Mitsubishi Xpander. Mitsubishi Xpander sales increased sharply during the 2017-2019 period. In June 2020, a Mitsubishi Xpander product recall was carried out to replace and repair the fuel pump components. To maintain consumer trust, research is needed on the effect of product recall by Mitsubishi on brand trust using a simple linear regression method. The purpose of this study is to determine whether there is an influence between the Mitsubishi Xpander product recall variable and the Mitsubishi brand trust variable after the recall in the city of Jakarta. The method used is explanative research and to collect data used a questionnaire distributed to 100 respondents. The results of this study obtained the regression equation Y = 1.954 + 0.483X. From the regression equation, it can be concluded that there is a positive effect of the variable product recall (X) on brand trust (Y). Key Words: product recall, brand trust, Simple linear regression, explanative research PT. Mitsubishi Motors Krama Yudha Indonesia adalah salah satu perusahaan manufakturing yang memproduksi kendaraan roda empat. Pada tahun 2017, Mitsubishi meluncurkan kendaraan roda empat terbaru yaitu Mitsubishi Xpander. Penjualan Mitsubishi Xpander meningkat tajam selama periode 2017-2019. Pada bulan Juni 2020, dilakukan product recall Mitsubishi Xpander untuk pergantian dan perbaikan komponen fuel pump. Untuk menjaga kepercayaan konsumen, maka dibutuhkan penelitian mengenai pengaruh dari product recall yang dilakukan oleh Mitsubishi terhadap brand trust menggunakan metode regresi linier sederhana. Tujuan dari penelitian ini adalah mengetahui ada tidaknya pengaruh antara variabel product recall Mitsubishi Xpander dengan variabel brand trust Mitsubishi setelah recall di kota Jakarta. Metode yang digunakan adalah penelitian eksplanatif dan untuk mengumpulkan data digunakan kuesioner yang disebar ke 100 responden. Hasil dari penelitian ini didapatkan persamaan regresi Y= 1,954 + 0,483X. dari persamaan regresi tersebut dapat disimpulkan adanya pengaruh positif dari variabel product recall (X) terhadap brand trust (Y). Kata Kunci: product recall, brand trust, regresi linier sederhana, penelitian eksplanatif

Item Type: Thesis (S1)
Call Number CD: FT/IND. 20 123
Call Number: ST/16/21/072
NIM/NIDN Creators: 41618110017
Uncontrolled Keywords: product recall, brand trust, regresi linier sederhana, penelitian eksplanatif
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 388 Ground Transportation/Transportasi Jalan Raya > 388.3 Vehicular Transportation/Transportasi kendaraan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Putra Arsy Anugrah
Date Deposited: 12 Jan 2023 02:11
Last Modified: 08 Mar 2023 08:43
URI: http://repository.mercubuana.ac.id/id/eprint/53144

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