Artikel Ilmiah : C1K006005 a.n. BAYU KRESHWANDONO
| NIM | C1K006005 |
|---|---|
| Namamhs | BAYU KRESHWANDONO |
| Judul Artikel | ANALYSIS OF THE INFLUENCE OF BRAND TRUST, BRAND AFFECT AND BRAND QUALITY OF BRAND LOYALTY WITH BRAND PREFERENCE AS MEDIATION VARIABLES ON YAMAHA V-IXION |
| Abstrak (Bhs. Indonesia) | Penelitian ini berjudul pengaruh brand trust, brand affect dan brand quality terhadap brand loyalty dengan brand preference sebagai variabel mediasi pada motor Yamaha V-ixion. Responden dalam penelitian ini adalah seluruh pengguna sepeda motor Yamaha V-ixion di sekitar Kampus Fakultas Ekonomi Universitas Jenderal Soedirman Purwokerto. Hasil penelitian menunjukkan brand trust, brand effect dan brand quality berpengaruh signifikan terhadap brand loyalty dan brand preference pada sepeda motor merek Yamaha V-ixion, serta brand preference mempunyai pengaruh signifikan terhadap brand loyalty. Kesan yang baik terhadap produk merek Yamaha perlu terus dipertahankan dan ditingkatkan supaya persepsi konsumen juga terus meningkat dengan meningkatkan fungsi, feature dan ketahanan, serta Yamaha perlu terus memperluas daerah pemasaran sehingga dealer Yamaha berada di setiap wilayah dan produk selalu mudah untuk didapatkan |
| Abtrak (Bhs. Inggris) | The study entitled effects of Brand Trust, brand and Brand Affect quality of Brand Loyalty and Brand Preference as mediation variables on Yamaha V-ixion. The respondents in this study are all users of motorcycles Yamaha V-ixion around Campus the Faculty of Economics of the University of General Soedirman Purwokerto. The results showed Brand Trust, brand effect and Brand Quality influence significantly to Brand Loyalty and Brand Preference on the motorcycle brand Yamaha V-ixion, and Brand Preference had a significant influence on Brand Loyalty. A good impression of the Yamaha brand products need to be maintained and improved continuously so that the perception of consumers also continued to increase with increasing functionality, features and durability, as well as Yamaha needs to continue to expand the marketing so that the dealers located in each region of the Yamaha and the product is always easy to get |
| Kata kunci | Brand Trust, Brand Affect, Brand Quality, Brand Loyalty, Brand Preference |
| Pembimbing 1 | Prof. Dr. H. Agus Suroso, SE, MSi |
| Pembimbing 2 | Dra. Sri Murni Setyawati, MM, Phd |
| Pembimbing 3 | Wiwiek Rabiatul Adawiyah M.Sc. Ph.D |
| Tahun | 2013 |
| Jumlah Halaman | 85 |
| Tgl. Entri | (belum diset) |