AGUSTINA, MERLIANA SAGITA (2010) PENGARUH PERSEPSI KONSUMEN PADA FAKTOR- FAKTOR MARKETING MIX DAN BRAND EQUITY FAKTOR MARKETING MIX DAN BRAND EQUITY TERHADAP BRAND PURCHASE INTENTION PRODUK PONSEL SAMSUNG DI JAKARTA. S2 thesis, Universitas Mercu Buana.
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Abstract
Penelitian ini meneliti pengaruh dari faktor-faktor marketing mix terhadap brand equity dan dampaknya pada brand purchase intention produk posel Samsung di Jakarta. Penelitian ini menggunakan data primer secara kuantitatif yang didapat dari survei terhadap 150 responden. Data yang didapat dari hasil survey tersebut kemudian diolah dengan menggunakan program AMOS 7.0. Hasilnya menunjukkan bahwa : faktor-faktor marketing mix ternyata memiliki pengaruh signifikan dan positif terhadap brand awareness dan brand association hanya pada dimensi promotion, sedangkan pada dimensi product dan price tidak memiliki pengaruh signifikan terhadap brand awareness. Brand awareness ternyata tidak memiliki pengaruh signifikan terhadap brand purchase intention, sedangkan brand association ternyata memiliki pengaruh positif dan signifikan terhadap brand purchase intention. Rekomendasi yang dapat diberikan adalah : Usulan untuk ilmu pengetahuan : untuk penelitian selanjutnya dapat dilakukan penelitian pada beberapa merek ponsel sebagai objeknya. Hal ini dimungkinkan akan didapatkan temuan-temuan baru mengenai perilaku konsumen terhadap faktor-faktor marketing mix yang paling berpengaruh terhadap brand purchase intention. Usulan untuk perusahaan : dengan lebih mempertahankan dan meningkatkan brand asossiation dan promotion yang sudah baik, maka perusahaan dapat meningkatkan brand purchase intention yang nantinya bisa menjadi kekuatan bagi perusahaan dalam meningkatkan jumlah konsumen. Perusahaan juga harus lebih kreatif dan inovatif dalam usaha meningkatkan faktor-faktor lain yang masih dianggap kurang dirasakan pengaruhnya oleh konsumen terhadap brand purchase intention yaitu dari segi produk dan price, sehingga nantinya diharapkan dapat meningkatkan brand awareness yang dapat mempengaruhi brand purchase intention.This study investigated the effects of the factors of marketing mix on brand equity and its impact on purchase intention to the cell phone of Samsung. This study use both primary and secondary data were obtained from a survey of 150 respondents. The data obtained from the survey results are then processed by using AMOS 7.0 program. The results showed that: the factors of marketing mix have proved a significant and positive impact on brand awareness and brand association dimensions only on promotion, whereas the dimensions of product and price do not have a significant influence on brand awareness. Brand awareness had a significant influence on brand purchase intention, brand association, while it had a positive and significant impact on brand purchase intention. Recommendations that can be given are: Proposal for science: for further research can be conducted research on several brands of mobile phones as its object. It is possible to get the new findings about consumer behavior to marketing factors are most influential mix of brand purchase intention. Proposal for the company: with more to maintain and increase brand association and promotion of already good, so companies can improve brand purchase intention that later can be a force for companies to increase the number of consumers. Companies also have to be more creative and innovative in the effort to improve other factors that are considered less perceived influence consumer intention to purchase the brand in terms of product and price, so that later is expected to increase brand awareness can affect the brand purchase intention.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-125 |
| NIM/NIDN Creators: | 55105120107 |
| Uncontrolled Keywords: | marketing mix, brand equity, brand asossiation dan promotion. MM, TESIS MAGISTER MANAJEMEN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 11 May 2022 03:31 |
| Last Modified: | 26 Apr 2024 02:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60963 |
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