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The Influence of Brand Equity of Sabana Fried Chicken Toward Repurchase Intention

Tugas Akhir, 009 / 2012 / MPE
Undergraduate Theses from JBPTPPOLBAN / 2014-05-13 10:57:59
Oleh : Halimatus Sa'diyah - 095231043 (09halimah@gmail.com)
Dibuat : 2014-05-13, dengan 4 file

Keyword : Ekuitas Merek, Minat Pembelian Ulang
Subjek : Brand Equity, Repurchase Intention

Penelititan ini bertujuan untuk mengetahui pengaruh ekuitas merek sabana fried chicken terhadap minat pembelian ulang di wilayah Bandung. Terdapat empat dimensi ekuitas merek, yaitu kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek. Responden penelitin ini adalah konsumen yang membeli sabana fried chicken di wilayah Bandung. Jumlah responden dalam penelitian ini sebanyak 200 responden. Data yang terkumpul diolah menggunakan sofware SPSS versi 18.0 dengan metode analisis reabilitas, faktor ekspolatori analisis, deskriptif dan analisis regresi dengan uji-t dan uji-F. hasil analisis regresi dengan tingkat signifikansi 0.000 < 0.05. dari hasil analisis faktor ekspolatori analisis ada tiga faktor untuk mengukur ekuitas merek dalam penelitian ini, yaitu persepsi merek, loyalitas merek, dan kesadaran merek. Kemudian dilakukan pengujian hipotesa-hipotesa, hanya ada dua dimensi ekuitas merek yang berpengaruh terhadap minat pembelian ulang yaitu persepsi kualitas dan loyalitas merek. Hasil dari nilai R square sebesar 0.466 artinya 46,6 % minat pembelian ulang dipengaruhi oleh ekuitas merek sabana fried chicken, sedangkan sisanya 53,4 % dipengaruhi faktor lain diluar penelitian. Berdasarkan uji signifikansi bahwa dari kedua dimensi variabel ekuitas merek yang paling dominan mempengaruhi minat pembelian ulang yaitu persepsi kualitas sebesar 24.9 %. Temuan – temuan dari penelitian ini diharapkan dapat memberi masukan-masukan bagi sabana fried chicken untuk meningkatkan merek sabana fried chicken di benak konsumen. Kata Kunci : Ekuitas Merek, Minat Pembelian Ulang

Deskripsi Alternatif :

The purpose of this research is to determine the influence of Sabana fried chicken brand equity toward repurchase intention in Bandung. There are four dimension of brand equity, there are: brand awareness, perceived quality, brand association, and brand loyalty. The respondents of this research are consumers, who buy Sabana fried chicken in Bandung. The number respondents were used in the research was 200 respondents. The data have been analyzed by software SPSS version 18.0 with method reabillity analysis, exploratory factor analysis, descriptive analysis and regression analysis with T-test and F-test. The result of regression analysis with significant level 0.000 < 0.05. From the result of exploratory factor analysis, there are three factors of this research that can used to measure the brand equity, there are quality perception, brand loyalty, and brand awareness. By testing the hypothesis, there are only two dimension of brand equity that influence the repurchase intention there are perceived quality and brand loyalty. The result of R square is 0.466 it means 46.6% of repurchase intention was influenced by brand equity of Sabana fried chicken, and 53.4% was influenced by other factor out of research. Based on significance test, that from both of dimension in variable brand equity the most dominant influence of repurchase intention is perceived quality 24.9%. The findings of this research are expected give brand storming for Sabana fried chicken to increase brand of Sabana fried chicken in the minds of consumer. Key Words : Brand Equity, Repurchase Intention

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