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ANALISIS EKUITAS MEREK SEPATU BATA PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG

ARMANDA, HARI (2014) ANALISIS EKUITAS MEREK SEPATU BATA PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

Target of research to know and to describe (1) awareness of brand, (2) brand association, (3) perception of quality and (4) brand loyalitas to Bata brand shoe. Type Research is survey. Variable include: (1) awareness of brand (X1), (2) brand association (X2), (3) perception of quality (X3) and (4) brand loyalitas (X4). Population Research is student university of Muhammadiyah Malang with sampling method of quota accidental sampling 100 responder. Data collecting use interview and quesioner. Validity test through item analysis of product moment. Reliabilitas Cronbach Alpha. Technique Analysis use (1) frequency distribution, (2) test of Cochran, and ( 3) percentage describe. Result this research: (1) Result analysis awareness of brand that shoe Bata brand have been known better, proven can occupy rank culminate mind. (2) Analysis brand association indicate that attribute which forming image brand is slogan, logo, tidiness, price and brand Ambassador. (3) Result of analysis of perception variable of quality of have created impression of good quality at consumer. (4) Result analysis of variable loyalitas brand indicate that most responder express taking a fancy to it.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 22 Feb 2016 05:34
Last Modified: 22 Feb 2016 05:34
URI : http://eprints.umm.ac.id/id/eprint/20401

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