PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE LAPTOP HEWLETT-PACKARD

Agung Sulaksana, - (2018) PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE LAPTOP HEWLETT-PACKARD. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Banyaknya laptop yang ditawarkan dengan berbagai keunggulan dan kelebihan, menuntut produsen untuk lebih proaktif dalam mengembangkan produknya. Ini terlihat dari kondisi pemasaran yang tidak hanya mengandalkan kemampuan produk tetapi sudah mempengaruhi persepsi penggunanya. Penelitian ini dimaksud untuk mengetahui adanya pengaruh brand ambassador terhadap brand image laptop HP. Penelitian ini dilakukan di Manajemen FPEB UPI. Dilihat dari brand image laptop HP yang mengetahui brand ambassador, banyak faktor yang mempengaruhi brand image, diantaranya: strength of brand association, favorable of brand association dan uniqueness of brand association. Sebagai upaya meningkatkan brand image laptop HP memilih metode pemasaran dengan brand ambassador untuk laptop HP yang dimensinya terdiri dari visibility, credibility, attraction dan power. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan jumlah populasi berjumlah 108 laptop HP di Manajemen UPI 2014-2017 yang mengetahui brand ambassador laptop HP dan sampel dengan 52 orang responden. Teknik analisis yang digunakan adalah koefisien korelasi pearson dan analisis regresi sederhana. Hasil perhitungan korelasi menunjukan adanya hubungan dengan tingkat tinggi antara brand image dan brand image laptop HP pada pengguna laptop HP yang mengetahui brand ambassador. Besarnya pengaruh brand ambassador terhadap brand image adalah sebesar 0,706 artinya variabel brand ambassador memiliki pengaruh yang positif Sebaiknya perusahaan lebih memperhatikan brand ambassador agar dapat meningkatkan brand image. Karena dapat dilihat bahwa terdapat pengaruh yang tinggi antara brand ambassador terhadap brand image. ;---The large number of laptops that are offered with a variety of advantages and advantages, demands manufacturers to be more proactive in developing its products. This can be seen from the marketing conditions that do not rely solely on the ability of the product but is already influencing the perception of users. This study is meant to influence the presence of brand ambassador against HP laptop brand image. This research is done in Management FPEB UPI. Seen from the HP laptop brand image who knows the brand ambassador, many factors affect the brand image, including: strength of brand association, favorable of brand association and uniqueness of brand association. In an effort to improve the brand image of a laptop HP select marketing methods with a brand ambassador for the HP laptop dimensions consists of visibility, credibility, attraction and power. This research uses descriptive method and verifikatif with a total population of 108 HP laptop in 2014-2017 UPI Management who know HP laptop brand ambassador and samples with 52 people respondents. Analytical techniques used is correlation coefficients of pearson and simple regression analysis. The results of the calculation of the correlation indicates the existence of a relationship with a high level between the brand image and brand image of HP laptops HP laptop users who know the brand ambassador. The magnitude of the influence of a brand ambassador against the brand image is of variable meaning 0.706 brand ambassador has a positive influence The company should pay more attention to brand ambassador in order to improve the brand image. Because it can be seen that there is high influence among brand ambassador against the brand image.

Item Type:	Thesis (S1)
Additional Information:	No. Panggil : S PEM AGU p-2018; Pembimbing : I. Chairul Furqon, II. Heny Hendrayanti; NIM. : 1405754.
Uncontrolled Keywords:	Brand, Brand Ambassador, Brand Image, Brand, Brand Ambassador, Brand Image.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Isma Anggini Saktiani
Date Deposited:	27 Jan 2020 03:17
Last Modified:	27 Jan 2020 03:17
URI:	http://repository.upi.edu/id/eprint/45431

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