Pengaruh brand trust, brand image, dan perceived quality terhadap brand equity apple di Surabaya

Elfanzah, Jaka (2022) Pengaruh brand trust, brand image, dan perceived quality terhadap brand equity apple di Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui sejauh mana merek Apple dapat mempengaruhi segala ketertarikan konsumen terhadap merek Apple. Merek merupakan ujung tombak perusahaan, walaupun harus didukung pula oleh kualitas produk dan kualitas manajemen tetapi merek adalah cerminan dari keseluruhan kualitas didalam perusahaan tersebut. Selama ini umumnya pemilihan kriteria merek masih pada tataran teknis. Beberapa kriteria tersebut yaitu: pertama memorability atau mudah diingat, kedua memiliki arti yang menyenangkan, menarik, credible, sugestif, kaya imajinasi; ketiga protectability atau dilindungi undang-undang. Penelitian ini menggunakan metode kuantitatif. Data dikumpulkan dengan teknik kuesioner. Responden untuk penelitian ini adalah orang yang mengerti merek Apple dan juga produk Apple di Surabaya dengan jumlah responden sebanyak 105 orang. Metode kuantitatif meliputi validitas dan reliabilitas, uji regresi linier berganda, pengujian hipotesis melalui uji F, uji T dan koefisien determinasi (R2). Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil temuan menunjukkan bahwa variabel Brand Trust berpengaruh positif dan signifikan terhadap Brand Equity, variabel Brand Image berpengaruh positif dan signifikan terhadap Brand Equity, dan yang terakhir variabel Perceived Quality berpengaruh positif dan signifikan terhadap Brand Equity. Kata kunci: Brand Trust, Brand Image, Perceived Quality, dan Brand Equity ABSTRACT This study aims to determinate the extent to which the brand Apple can affect any consumer interest in the Apple brands. Brand is the spearhead of the company, although it must be support by quality products and management but the brand is a reflection of the overall quality within the company. During the selection criteria is generally still at the technical level brand. Some of these criteria are: first memorability or easy to remember, the second had a pleasant meaning, attractive, credible, suggestive, rich imagination; the third protectability or constitution. This study uses quantitative methods. Data were collect by questionnaire technique. Respondents for this study were the ones who understood Apple product in Surabaya with the number of respondents as many as 105. Quantitative methods include validity and reliability, multiple linear regression hypothetical testing through test F, test T, and coefficient determinations (R2). The data analysis technique used is the multiple linear regression analysis. The findings indicate that a Brand Trust variable has a positive and significant impact on a Brand Equity, a Brand Image variable has a positive and significant impact on the Brand Equity, and the latter Perceived Quality variable has a positive and significant impact on the Brand Equity. Keywords: Brand Trust, Brand Image, Perceived Quality, and Brand Equity

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata kunci: Brand Trust, Brand Image, Perceived Quality, dan Brand Equity Keywords: Brand Trust, Brand Image, Perceived Quality, and Brand Equity
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Jaka elfanzah fauzi Uwks
Date Deposited:	18 Apr 2022 02:06
Last Modified:	18 Apr 2022 02:06
URI:	http://erepository.uwks.ac.id/id/eprint/11654

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