PENGARUH KOMUNITAS MEREK DAN CITRA MEREK TERHADAP LOYALITAS MEREK MOTOR HONDA TIGER (Survei pada Komunitas motor Honda Tiger, Bekasi Tiger Club)

AISHA ALDILA HAKIM, . (2013) PENGARUH KOMUNITAS MEREK DAN CITRA MEREK TERHADAP LOYALITAS MEREK MOTOR HONDA TIGER (Survei pada Komunitas motor Honda Tiger, Bekasi Tiger Club). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

[img] Text
Bab 4.pdf
Download (338kB)
[img] Text
ABSTRAK.pdf
Download (34kB)
[img] Text
BAB 1.pdf
Download (252kB)
[img] Text
BAB 2.pdf
Download (134kB)
[img] Text
Bab 3.pdf
Download (129kB)
[img] Text
BAB 5.pdf
Download (27kB)
[img] Text
lampiran.pdf
Download (177kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (17kB)
[img] Text
Cover & Daftar Isi.pdf
Download (248kB)

Abstract

Tujuan penelitian ini adalah: 1) Mengetahui deskripsi komunitas merek, citra merek, dan loyalitas merek motor Honda Tiger pada komunitas merek Bekasi Tiger Club, 2) Mengetahui pengaruh komunitas merek dan citra merek secara simultan atau bersama-sama terhadap loyalitas merek motor Honda Tiger pada komunitas motor Bekasi Tiger Club, 3) Mengetahui pengaruh komunitas merek terhadap loyalitas merek motor Honda Tiger pada komunitas motor Bekasi Tiger Club 4) Mengetahui pengaruh citra merek terhadap loyalitas merek motor Honda Tiger pada komunitas motor Bekasi Tiger, 5)Mengetahui variabel mana diantara komunitas merek dan citra merek yang lebih dominan mempengaruhi loyalitas merek. Unit observasi adalah 112 responden anggota komunitas motor Bekasi Tiger Club di Bekasi. Desain penelitian yang digunakan adalah deskriptif dan kausal. Teknik penentuan sampel menggunakan teknik convenience sampling. Teknik pengumpulan data menggunakan kuesioner dengan skala Likert dari 1 sampai 5. Hasil analisis deskriptif menunjukkan: 1) Komunitas motor Honda Tiger sudah terlihat baik. dalam hal hubungan intrinsic antar anggota, tradisi, dan tanggung jawwab moral. 2) Citra Merek motor Honda Tiger terlihat baik dalam hal atribut, manfaat dan evaluasi menyeluruh. 3) Loyalitas merek motor Honda Tiger terlihat baik dalam hal pengukuran sikap dan kebiasaan. Hasil dari hipotesis penelitian ini melalui uji t dan uji F menunjukkan bahwa terdapat pengaruh variabel komunitas merek terhadap loyalitas merek, terdapat pengaruh citra merek terhadap loyalitas merek, dan terdapat pengaruh dari komunitas merek dan citra merek secara simultan atau bersama-sama terhadap loyalitas merek. Berdasarkan koefisien determinasi sebesar 51.3%, maka variasi loyalitas merek sebesar 51.3% ditentukan oleh variabel komunitas merek, citra merek The purpose of this study are: 1) Knowing the description of brand community, brand image, and brand loyalty on motor cycle community Bekasi Tiger Club.2) Knowing the influence of brand community and brand image simultaneously or together against brand loyalty on motor cycle community Bekasi Tiger Club, 3) Knowing the influence of brand community on brand loyalty on loyalty on motor cycle community Bekasi Tiger Club, 4) Knowing the influence of brand image to the brand loyalty on motor cycle community Bekasi Tiger Club, 5)Knowing which variable between brand comunity and brand image, is more dominan to brand loyalty. The observation unit is 112of Bekasi Tiger Club’s membe at Bekasi. Research designs used are descriptive and causal. Sample determination technique using convenience sampling. Data collection techniques using a questionnaire with a Likert scale from 1 to 5. The results of descriptive analysis showed: 1)Brand Community of Tiger Motor Sport has already looks good in terms of internal relation of member, tradition, and moral responsibility. 2) Brand Image of Tiger Motor Sport has already looks in terms of attribute, advantages ,and thorough. 3) Brand Loyalty of Tiger Motor Sport has already looks in terms of behavioral and attitudinal loyalty. The results of this research through hypothesis testing of t and the F-test show that there is the influence of brand community on the brand loyalty, there is the influence of brand image on brand loyalty, and there is the influence of brand community and brand image simultaneously or together against on brand loyalty. Based on the determination of the coefficient of 51.3 %, then variation of brand loyalty is 51.3% determined by variable brand community and brand image. .

Item Type: Thesis (Sarjana)
Additional Information: 1). Setyo Ferry Wibowo, SE, MSi.,; 2). Dra. Basrah Saidani, M.Si,
Subjects: Ilmu Sosial > Komunitas Sosial, Ras dan Kelompok
Divisions: FE > D III Manajemen Pemasaran
Depositing User: Users 14651 not found.
Date Deposited: 21 Jul 2022 03:53
Last Modified: 21 Jul 2022 03:53
URI: http://repository.unj.ac.id/id/eprint/31936

Actions (login required)

View Item View Item
repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.