PENGARUH CONSUMER PERSONALITY TRAIT OPENNES, BRAND PERSONALITY Dan BRAND LOYALTY (Studi pada Konsumen Batik Arum Madani Surakarta)

P, YAN AYU P (2013) PENGARUH CONSUMER PERSONALITY TRAIT OPENNES, BRAND PERSONALITY Dan BRAND LOYALTY (Studi pada Konsumen Batik Arum Madani Surakarta). Other thesis, Universitas Sebelas Maret.

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    Abstract

    The purpose of this study was to examine the effect of the relationship between personality trait opennes, brand personality, and brand loyalty. Formulation of the problems of this research were study was whether there was a relationship between brand personality trait opennes with personality, whether there was a relationship between personality trait opennes influence on brand loyalty, as well as whether there was influence between brand personality on brand loyalty. This study used a survey method in which respondents were interviewed and asked to fill out a five-point Likert scale questionnaire. The target population were consumers who had made a buying of at least more than twice in Batik Arum Madani Surakarta . Sample of 230 respondents, which the sampling technique used was convenience sampling method. The method of analysis used in this study was the analysis of SPSS (Statistical Package for Social Science) 15.0 for Windows. The results were then conducted an analysis of the data obtained with the quantitative data. Quantitative analysis included: validity and reliability, the classical assumption test, multiple regression analysis, hypothesis testing via t test and F test, and analysis of the coefficient of determination (R2). Referring to the results of the analysis that had been done, it could be concluded that the personality trait opennes significant and positive impact on brand personality, personality trait opennes significant and positive impact on brand loyalty, and brand personality significant and positive impact on brand loyalty. Keywords: Personality trait opennes, Brand personality, Brand Loyalty. Tujuan penelitian ini adalah untuk menguji pengaruh hubungan antara personality trait opennes, brand personality, dan brand loyalty. Rumusan masalah yang diteliti adalah apakah terdapat hubungan antara personality trait opennes dengan brand personality, apakah ada pengaruh antara hubungan personality trait opennes pada brand loyalty, serta apakah ada pengaruh antara brand personality terhadap brand loyalty. Penelitian ini menggunakan metode survey dimana responden diwawancarai dan diminta mengisi kuesioner berskala likert lima poin. Target populasi penelitian adalah konsumen yang melakukan pembelian minimal lebih dari dua kali di Batik Arum Madani Surakarta. Sampel sebesar 230 responden, Teknik pengambilan sampel yang digunakan adalah metode convenience sampling. Metode analisis yang digunakan dalam penelitian ini adalah Analisis SPSS (Statistical Package for Social Science) 15.0 for Windows. Hasil penelitian ini kemudian dilakukan analisis terhadap data yang diperoleh dengan data secara kuantitatif. Analisis kuantitatif meliputi: uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis melalui uji t dan uji F, serta analisis koefisien determinasi (R2). Mengacu pada hasil analisis yang telah dilakukan, dapat disimpulkan bahwa personality trait opennes berpengaruh signifikan dan positif terhadap brand personality, personality trait opennes berpengaruh signifikan dan positif terhadap brand loyalty, serta brand personality berpengaruh signifikan dan positif terhadap brand loyalty. Kata Kunci: Personality trait opennes, Brand personality, Brand Loyalty.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Tri Wahyu Prasetyo
    Date Deposited: 19 Apr 2014 07:38
    Last Modified: 19 Apr 2014 07:38
    URI: https://eprints.uns.ac.id/id/eprint/12229

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