BRAND EQUITY AND CUSTOMER LOYALTY "Studi Korelasi antara Pengaruh Ekuitas Merek terhadap Pembentukan Loyalitas Konsumen dalam Pemilihan Jenis Merek Prosesor Komputer di Kalangan Mahasiswa Strata Satu Reguler FISIP UNS Angkatan 2006-2007"

MULYO, PRAMUJI ARI (2010) BRAND EQUITY AND CUSTOMER LOYALTY "Studi Korelasi antara Pengaruh Ekuitas Merek terhadap Pembentukan Loyalitas Konsumen dalam Pemilihan Jenis Merek Prosesor Komputer di Kalangan Mahasiswa Strata Satu Reguler FISIP UNS Angkatan 2006-2007". Other thesis, Universitas Sebelas Maret.

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    Abstract

    This research aims to examine how strong brand equity of Intel and AMD influenced customer loyalty in election of computer processor brand among regular college student of Social and Political Science Faculty of Sebelas Maret University Generation 2006-2007. Brand Equity is measured based on two knowledge about brand, that are brand awareness and brandimage. Meanwhile, customer loyalty is measured by product satisfaction level, committed buyer, product favorability and customer attitude to recommend the others in order to buy the product. All data from the questioners are evaluated by using a few examination technique, covering; validity test, reliability test, correlation test and central tendency test from primary data which have been processed. Population in this research is entire college student of Social and Political Science Faculty of Sebelas Maret University Generation 2006-2007 whouse computer, covering PC Desktop, Laptop or Notebook and Netbook. The sample taken with purposive stratified random sampling technique and there are 78respondent qualified for the research. The Result shows that the question aire in this research is valid and reliabel. The value of product moment correlation coefficient from brand equity toward Customer Loyalty for the brand of Intel and AMD were 0,884 and 0,836. Research finding indicates thatcorrelation coefficient calculate with above value 0,70 meaning bothof two havethe same very strength positive correlation. The value of riresult for the Intel processor compared to the valueof ritable product moment is 0,884.>.0,283 or is 0,884.>.0,303, meanwhile the value of riresult for the AMD processor compared to the valueof ritable product moment is 0,836.>.0,283 or is 0,836.>.0,303. Conclusion to both are H0 refused and Hα accepted. This signification test indicate that brand equity variable has the influence toward customer loyalty variable. According to the result of central tendency testto be known that mean of brand equity of Intel is equal to 39,65 and AMD is 34,1. Mean of customer loyality of Intel is equal to 37,67 and AMD is 30,49. The conclusion shows that brand equity and customer loyalty ofIntel more dominant than AMD.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HE Transportation and Communications
    J Political Science > JA Political science (General)
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Andika Setiawan
    Date Deposited: 22 Jul 2013 11:47
    Last Modified: 22 Jul 2013 11:47
    URI: https://eprints.uns.ac.id/id/eprint/7738

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