SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2019

Ukuran Huruf:  Kecil  Sedang  Besar

Pengaruh Brand Image dan Perceived Quality Terhadap Brand Loyalty (Studi pada Pengguna Smartphone di Kota Malang)

PUTRA CAKRA MANDALA

Abstrak


ABSTRAK

Putra, Cakra Mandala. 2019. Pengaruh Brand Image dan Perceived Quality Terhadap Brand Loyalty (Studi Pada Pengguna Smartphone Merek Samsung di Kota Malang). Skripsi. Jurusan Manajemen. Fakultas Ekonomi. Universitas Negeri Malang. Pembimbing : Handri Dian Wahyudi, S.Pd.,           S.E., M.Sc.

 

Kata Kunci : Brand Image, Perceived Quality, Brand Loyalty.

Kemajuan teknologi yang sangat pesat membuat berbagai macam smartphone bermunculan dan bersaing untuk menjadi pemimpin di pangsa pasar smartphone Indonesia. Berdasarkan Indonesia Top 5 Smartphone Companies 2018 terdapat lima vendor smartphone dengan penjualan terbesar di Indonesia yaitu Samsung, Xiaomi, Oppo, Vivo, dan Advan. Samsung disini menduduki peringkat pertama dengan penjualan tertinggi di Indonesia pada quartal kedua tahun 2018.

Penelitian ini bertujuan untuk mengetahui :

(1) Deskripsi Brand Image dan Perceived Quality serta Brand Loyalty

(2) Pengaruh Brand Image dan Perceived Quality terhadap Brand Loyalty secara parsial pada smartphone merek Samsung.

Jenis penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah pengguna smartphone merek Samsung yang ada di kota Malang. Sampel dalam penelitian ini berjumlah 150 sampel dengan teknik pengambilan sampel purposive sampling. Teknik pengumpulan data dengan menggunakan kuesioner. Alat analisis yang digunakan adalah regresi linier berganda dan asumsi klasik.

Hasil penelitian ini menunjukkan bahwa

(1) menurut persepsi pelanggan Brand Image dan Perceived Quality rata-rata memiliki nilai yang baik serta Brand Loyalty pelanggan smartphone merek Samsung juga memiliki nilai yang baik.

(2) Secara Parsial terdapat pengaruh positif dan signifikan terhadap variabel Brand Image terhadap Brand Loyalty pelanggan smartphone merek Samsung, serta terdapat pengaruh positif dan signifikan Perceived Quality terhadap Brand Loyalty pelanggan smartphone merek Samsung. Saran untuk perusahaan yaitu lebih konsisten untuk memberi fitur-fitur baru serta meningkatkan telnologi pada produk mereka sepserti fingerprint, scan pengenal wajah, triple camera, dan masih banyak lagi.

 

ABSTRACT

Putra, Chakra Mandala. 2019. Influence of Brand Image and Perceived Quality Of Brand Loyalty (Studies on Brand Samsung Smartphone Users in Malang). Sarjana’s Thesis. Departement of Management. Faculty of Economics. Universitas Negeri Malang. Advisor: Handri Dian Wahyudi, S.Pd., SE, M.Sc.

 

Keywords: Brand Image, Perceived Quality, Brand Loyalty.

Rapid technological advances that make a wide range of smartphones to emerge and compete to become the leader in the smartphone market in Indonesia. Based Indonesia of  Top 5 Smartphone Companies in 2018 there were five smartphone vendors with the largest sales in Indonesia, namely Samsung, Xiaomi, Oppo, Vivo, and Advan. Samsung have ranked first with the highest sales in Indonesia in the second quartal 2018.

The objective of this study to determine:

(1) Description of Brand Image, Perceived Quality and Brand Loyalty

(2) The Influence of Brand Image and Perceived Quality on Brand Loyalty partially on the smartphone Samsung brand.

This type of research is quantitative research. The population in this study is the users of Samsung brand of smartphone in the city of Malang. The sample in this study amounted to 150 samples with judgemental sampling technique. The data collection technique using a questionnaire. The analytical tool used is multiple linear regression and classic assumption.

The results of this study indicate that

(1) according to customer perception Brand Image and Perceived Quality have a good value on average and Brand Loyalty smartphone customers brand Samsung also has a good value.

 

(2) Partial there is a significant and positive effect on the variable Brand Image to Brand Loyalty of brand Samsung smartphone customers, and there is the influence significant and positive effect of the variable Perceived Quality to Brand Loyalty of brand Samsung smartphone customers. Suggestions for the company is more consistent to give the new features and update the technology for their product like a fingerprint scan, face unlock, triple camera and much more.