Pengaruh Kinerja Repositioning Terhadap Brand Equity: Survei Pada Konsumen Pengguna Sabun Mandi Cair Lux di Griya Kopo Permai

Utari, Rini (2015) Pengaruh Kinerja Repositioning Terhadap Brand Equity: Survei Pada Konsumen Pengguna Sabun Mandi Cair Lux di Griya Kopo Permai. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Perkembangan dunia bisnis mengalami kemajuan yang semakin meningkat, baik yang bergerak di bidang manufaktur, perdagangan maupun yang bergerak di bidang jasa termasuk industri sabun mandi cair. Dalam dunia bisnis selalu berusaha untuk mencapai tujuan yang telah ditetapkan sebelumnya. setiap perusahaan dituntut untuk melakukan strategi yang tepat dalam menghadapi persaingan usaha yang semakin ketat.Upaya yang dilakukan oleh PT. Unilever Tbk dengan merek Lux untuk meningkatkan brand equity yaitu dengan melakukan repositioning yang diindikasikan akan berpengaruh terhadap brand equity sabun mandi cair Lux. Penelitianinibertujuanuntuk1) memperolehtemuanmengenaigambaranKinerja repositioning 2) memperolehtemuanmengenaigambaranbrand equity sabun mandi cair Lux3) memperolehtemuanmengenaiseberapabesarPengaruhKinerja RepositioningTerhadap Brand Equity SabunMandiCairLux. Objekpenelitianiniadalahkonsumen pengguna sabun mandi cair Lux di Griya Kopo Permai.VariabelbebaspadapenelitianiniadalahKinerja Repositioning terhadap brand equitysebagaivariabelterikat.Jenispenelitian yang digunakanadalahdeskriptifdanverifikatif.Metode yang digunakanadalahexplanatory surveydengantekniksystematic samplingterhadapsampelsebanyak80responden.Teknikanalisis data yang digunakanadalahregresi linier sederhanadenganalatbantusoftwarekomputer SPSS 21.0 for windows. Hasil yang diperolehpadapenelitianinimenyatakanbahwaKinerja Repositioningmempunyaipengaruhterhadapbrand equitysebesar57,2%. Dari hasilpenelitianterhadappengujianhipotesisdapatdiketahuibahwaKinerja Repositioningmemilikipengaruh yang positifdansignifikanterhadapbrand equity. Penulismerekomendasikan agar perusahaanmeningkatkan kinerjaRepositioning yang disesuaikansebagaiupayameningkatkanbrand equity sabun mandi cair Lux. The development of business has growing rapidly, whether in manufacture, and trading, as well as services including liquid soap industry. There is almost any attempt to obtain the target has determined by management and every single business must establish an appropriate strategic to cope with the tight competition in business. Any effort of PT. Unilever Tbk under Lux brand to improve of brand equity is perform of repositioning that it indicate to bring an influence to the product. The study intends to: 1) obtain the description on performence repositioning; 2) find out the description on brand equity on product of Lux liquid soap; 3) know how the influence of performence repositioning on brand equity of product. The research object is customer of liquid soap of Lux in GriyaKopoPermai. An independent variable of research is performence repositioning to the brand equity as dependent one. The study is descriptive and verification. A method used is explanatory survey with systematic sampling technique for 80 respondents as samples. Data analysis technique is including simply linear regression supported by software of SPSS 21.0 for windows. By the result it is concluded that performence repositioning had influence to the brand equity of 57.2%. By the study of hypothetical test, it is found that performence repositioning had a positive influences and significant to the brand equity. The observer has recommended that the management must increase their performance in performence repositioning that suitable to improve of brand equity of liquid soap of Lux.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MBS UTA p-2015; Pembimbing : I. Ratih Hurriyati.
Uncontrolled Keywords: Kinerja Repositioning, Brand Equity
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Staf Koordinator 3
Date Deposited: 16 Sep 2015 02:25
Last Modified: 16 Sep 2015 02:25
URI: http://repository.upi.edu/id/eprint/16649

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