BRAND EQUITY DAN PEMBELIAN SURAT KABAR HARIAN SUARA MERDEKA (Studi Pengaruh Brand Equaity Terhadap Aksi Membeli Surat Kabar Harian Suara Merdeka Dikalangan Mahasiswa Universitas Sebelas Maret Surakarta)

Dwiyanto, Mayolus Fajar (2013) BRAND EQUITY DAN PEMBELIAN SURAT KABAR HARIAN SUARA MERDEKA (Studi Pengaruh Brand Equaity Terhadap Aksi Membeli Surat Kabar Harian Suara Merdeka Dikalangan Mahasiswa Universitas Sebelas Maret Surakarta). Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRAK Mayolus Fajar Dwiyanto, D 1209056, BRAND EQUITY DAN PEMBELIAN SURAT KABAR HARIAN SUARA MERDEKA (Studi Pengaruh Brand Equaity Terhadap Aksi Membeli Surat Kabar Harian Suara Merdeka Dikalangan Mahasiswa Universitas Sebelas Maret Surakarta), 108 halaman. Perkembangan teknologi di bidang komunikasi dan informasi mengalami peningkatan seiring dengan kemajuan zaman. Salah satu bentuk media informasi yang dikenal dan melekat pada masyarakat adalah media surat kabar. Media surat kabar merupakan sarana yang dijadikan sumber informasi dan disajikan dalam bentuk tulisan dan gambar yang tercetak. Perusahaan surat kabar perlu memiliki ekuitas merek yang kuat. Ekuitas merek merupakan seperangkat aset dan liabilitas merek yang berkaitan dengan suatu merek, nama dan simbolnya, yang menambah atau mengurangi nilai yang diberikan oleh suatu barang atau jasa kepada perusahaan atau pelanggan perusahaan. Ekuitas merek memiliki beberapa indikator, yaitu kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek. Penelitian ini bertujuan untuk menganalisis lebih spesifik mengenai pengaruh antar variabel, yaitu menganalisis: (1) pengaruh kesadaran merek terhadap aksi pembelian surat kabar harian. (2) pengaruh persepsi kualitas terhadap aksi pembelian surat kabar.(3) pengaruh asosiasi merek terhadap aksi pembelian surat kabar. (4) pengaruh loyalitas merek terhadap aksi pembelian surat kabar. (5) pengaruh kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek secara bersama-sama terhadap aksi pembelian surat kabar. Penelitian ini bersifat kuantitatif, dengan sampelnya yaitu mahasiswa angkatan 2009-2011 yang membaca susrat kabar Suara Merdeka berjumlah 55 orang. Teknik pengambilan sampel yaitu teknik purposive non random sampling. Alat penelitian menggunakan kuesioner dan analisis data menggunakan regresi berganda. Hasil kesimpulan penelitian ini, yaitu: (1) Ada pengaruh kesadaran merek terhadap aksi pembelian (0,031 < 0,05). (2) Ada pengaruh persepsi kualitas terhadap aksi pembelian (0,002 < 0,05). (3) Ada pengaruh asosiasi merek terhadap aksi pembelian (0,024 < 0,05). (4) Ada pengaruh loyalitas merek terhadap aksi pembelian (0,039 < 0,05). (5) Ada pengaruh kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek secara bersama-sama terhadap aksi pembelian (0,003 < 0,05). Besarnya pengaruh kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek secara bersama-sama terhadap aksi pembelian sebesar 78,2%. Alasannya, kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek merupakan faktor-faktor yang mempengaruhi aksi pembelian. Besaranya pengaruh keempat faktor tersebut 78,2%. Sisanya 21,8% dipengaruhi oleh faktor lain, misalnya persepsi terhadap harga, kemudahan dalam pembelian, dan iklan yang ditayangkan suatu produk. Kata Kunci: Brand dan Aksi Membeli ABSTRACT Mayolus Dwiyanto, D 1209056, BRAND EQUITY AND PURCHASE OF DAILY NEWSPAPER Gulf Daily (Study Influence Between Brand Towards Action Purchase Newspapers Suara Merdeka Amongst University Students Social Politics of March Surakarta), 108 page. Technological developments in the field of communication and information increased in line with the progress of time. One form of information known to the media and the media is attached to the newspapers. Media newspaper is a tool used as a source of information and is presented in the form of text and images are printed. Newspaper companies need to have strong brand equity. Brand equity is a set of brand assets and liabilities associated with a brand, name and symbol, that add to or diminish the value provided by a product or service to any company or enterprise customers. brand equity has several indicators, namely brand awareness, perceived quality, brand associations, and brand loyalty. This study aims to analyze more specific about the influence between variables, analyze: (1) effect of brand awareness on the action of buying a daily newspaper. (2) influence of the perceived quality of the action of buying newspapers. (3) effect of the action of buying brand association newspaper. (4) effect of brand loyalty to the action purchase newspapers. (5) effect of brand awareness, perceived quality, brand associations, and brand loyalty jointly to the actions of purchase newspapers. This research is quantitative, the sample is 2009-2011 higher education who read the newspaper Suara Merdeka there is 55 people. The sampling technique is purposive non-random sampling technique. Research tools used questionnaires and analysis of data using multiple regression. The conclusions of this study are: (1) There is the effect of brand awareness on the purchase action (0,031 < 0,05). (2) There is the influence of the perceived quality of the act of purchase (0,002 < 0,05). (3) There is a brand associations influence the actions of purchase (0,024 < 0,05). (4) There is the influence of brand loyalty towards the purchase action (0,039 < 0,05). (5) There is the influence of brand awareness, perceived quality, brand association, brand loyalty jointly to the actions of purchase (0,003 < 0,05). The magnitude of the effect of brand awareness, perceived quality, brand associations, and brand loyalty together against acts of purchase of 78.2%. The reason, brand awareness, perceived quality, brand association, brand loyalty are all factors that affect the action of purchase. Magnitude four factors influence 78.2%. The remaining 21.8% is influenced by other factors, such as perceptions of price, ease of purchase, and the ads for a product. Keywords: Brand and Action Purchase

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Noviana Daruwati Kusuma Adi
    Date Deposited: 25 Apr 2014 19:55
    Last Modified: 25 Apr 2014 19:55
    URI: https://eprints.uns.ac.id/id/eprint/13208

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