NURUL, VIYANI (2019) ANALISIS PENGARUH ELEMEN EKUITAS MERK TERHADAP KEPUTUSAN PENGGUNA JASA MEMILIH LAYANAN TAKSI BLUE BIRD DI KOTA SEMARANG. SKRIPSI.
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Abstract
This research is motivated by the tight competition of taxis with a growing number of various brand new, good old brands who continue to innovate with various offers and strategies to attract consumer. This has an impact on the approval of brand values, discussing the market, future brand growth potential, and the level of satisfaction with Blue Bird taxi users. This study discusses the elements of brand equity which consist of Brand Awareness, Brand Association, Quality Perception, and Brand Loyalty towards the Decision of service users. This study relates to studying brand awareness, brand association and brand loyalty towards the decision of service users to choose Blue Bird taxis. The sample in this study was taken 100 respondents with Purposive Sampling technique. Analysis of the data used in this study is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with help (software) Statistical Package for Social Sciences (SPSS) version.23. The results of the study were by testing the t-test hypothesis and F-test. Based on the results of the study, it can be seen that the research model of multiple linear regression is: Y = - 1,735 + 0,291.X1 + 0,256.X2 + 0,247.X3 + 0,335.X4 + µ. Results Multiple linear equations show the difference between positive and partial decisions (t count = 3.442> t table = 1.98525), brand associations with the results of service users (t count = 2,398> t table = 1, 98525), perceived quality of user decisions services (t count = 2.892> t table = 1.98525), brand loyalty to service user decisions (t count = 4.802> t table = 1.98525). Keywords: Brand Equity, Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty, and purchasing decision
| Item Type: | Article |
|---|---|
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 14 Nov 2019 04:23 |
| Last Modified: | 14 Nov 2019 04:23 |
| URI: | http://repository.stimart-amni.ac.id/id/eprint/74 |
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