PENGARUH IKLAN TERHADAP CITRA MEREKDAN DAMPAKNYA PADAMINAT BELIMOBIL JENIS CITY CAR MEREK DAIHATSU SIRION

Mustika, Reza Maulana (2015) PENGARUH IKLAN TERHADAP CITRA MEREKDAN DAMPAKNYA PADAMINAT BELIMOBIL JENIS CITY CAR MEREK DAIHATSU SIRION. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Industri otomotif mobil di Indonesia semakin berkembang, ukuran pasarnya terus meningkat dari tahun ke tahun. Berdasarkan data dari Gabungan Industri Kendaraan Bermotor Indonesia (GAIKINDO) yang membuktikan bahwa Daihatsu Sirion dari tahun 2011 sebesar 2.875 unit mengalami kenaikan pada tahun 2012 sebesar 5.474 unit lalu mengalami penurunan pada tahun 2014 yaitu sebesar 3.587. Penelitian ini bertujuan untuk mengetahui gambaran iklan, citra merek, dan minat beli serta bagaimana pengaruh iklan terhadap citra merek serta dampaknya pada minat beli mobil jenis city car Daihatsu Sirion. Penelitian ini menggunakan metode deskriptif dan verifikatif. Sampel berjumlah 100 orang yang merupakan dosen dan staf Universitas Pendidikan Indonesia. Teknik sampling yang digunakan adalah non-probability sampling dan teknik pemilihan sampel dalam penelitian ini adalah quota sampling. Teknik analisis yang digunakan adalah koefisien korelasi pearson product moment dan analisis jalur.Hasil penelitian ini menunjukkan bahwa iklan Daihatsu Sirion berada pada kategori sedang, citra merek berada pada kategori sedang, dan minat beli berada pada kategori sedang pula. Hasil penelitian membuktikan bahwa iklan berpengaruh positif dan signifikan terhadap citra merek yaitu sebesar 22,8% sedangkan 77,2% dipengaruhi oleh faktor lain. Kemudian hasil penelitian melalui uji f (simultan) pengaruh iklan terhadap citra merek serta dampaknya pada minat beli berpengaruh positif dimana Fhitung> Ftabelyaitu 20,40 >3,09.Berdasarkan hal tersebut untuk meningkatkan menciptakan citra merek yang baik harus disertai dengan iklan yang menarik dan mudah diingat sehingga berdampak pula pada meningkatnya minat beli Daihatsu Sirion. Kata Kunci : Iklan, Citra Merek, Minat Beli Automotive industries car in indonesia growing , its market size continued to increase from year to year .Based on the data of Alliance of Motor Vehicle Industry Indonesia (GAIKINDO) which proves that Daihatsu Sirion of 2011 as much as 2.875 unit increased in 2012 of 5.474 unit and experienced a fall in 2014 is as much as 3.587. Research aims to understand picture of advertising, brand image, and purchase intention and how the influence of advertising to brand image and its impact on interest in buying kind of car daihatsu sirion city car.This research using methods and verifikatif descriptive. Totaled 100 sample a person who is a lecturer and staff Indonesia university of education.Sampling technique used is non-probability sampling and techniques of sampling in this research is a quota of sampling. Analysis technique used the correlation coefficient is pearson product moment and path analysis. This research result indicates that the advertising ofDaihatsu Sirion is at medium category , brand image is at medium category , and purchase intention also at medium category.The results of the study approve that the advertising have had a positive impact and significant impact on brand image is as much as 22,8 % and 77,2 % influenced by other factors. The results of research by test f ( simultaneous ) the influence advertising to brand image and its impact on purchase intention have had a positive impact where fhitung > ftabel namely 20,40 >3,09. Based on this to increase created image a brand that good must be accompanied by advertising an interesting and easy to remember so impacted in an increase in purchase intentionof Daihatsu Sirion. Keywords : Advertising, Brand Image, Purchase Intention

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S_PEM_MUS p-2015; Pembimbing : I. Vanessa Gaffar, II. Mokh. Adib Sultan
Uncontrolled Keywords: Iklan, Citra Merek, Minat Beli
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
T Technology > TL Motor vehicles. Aeronautics. Astronautics
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr. Cahya Mulyana
Date Deposited: 18 Mar 2016 00:58
Last Modified: 18 Mar 2016 00:58
URI: http://repository.upi.edu/id/eprint/19604

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