Muhrad Yannurfani, - (2022) ANALISIS PENGARUH BRAND IMAGE TERHADAP DAYA TARIK KONSUMEN PADA CLOTHING UNKL347. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pada saat produk lokal Indonesia sedang mengalami perubahan dengan pesat, masyarakat mengetahui bahwa tempatnya belanja itu tepatnya harus berbelanja di Kota Bandung lebih rinciannya berbelanja di clothing UNKL347 yang sudah berdiri dari tahun 1996 hingga sekarang. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand image terhadap daya tarik konsumen pada clothing UNKL347. Dalam peneliatan ini metode kuantitatif deskriptif menggunakan rumus skala likert, dengan komposisi brand image meliputi empat komponen yaitu, desain produk, logo, merek, dan harga. setelah menggunakan skala likert maka akan dilakukan sample sebanyak lima puluh orang responden mahasiswa UPI Kampus Cibiru dua puluh tujuh orang dan siswa siswi SMA Negeri satu Cileunyi sebanyak dua puluh tiga orang. Untuk hasil uji t variabel brand image terhadap daya tarik diperoleh pengaruh brand image terhadap daya tarik konsumen UNKL347, hasil uji t variabel desain produk, logo, merek terhadap daya tarik diperoleh tidak berpengaruh terhadap daya tarik konsumen UNKL347, hasil uji t variabel harga terhadap daya tarik diperoleh pengaruh harga terhadap daya tarik konsumen UNKL347. Maka hasil uji t memiliki arti bahwa pengaruh yang paling berkaitan yaitu pengaruh harga terhadap daya tarik konsumen UNKL347. Dengan menggunakan skala likert maka terdapat jika dari keempat komponen brand image yang paling baik pengaruhnya yaitu ada pada desain produk. Sehingga dapat disimpulkan dari keempat komponen brand image UNKL347 mulai dari desain produk, logo, merek, dan harga produk yang paling berpengaruh terhadap daya tarik konsumen UNKL347 adalah desain produk. Maka dari itu bisa dikatakan jika desain produk yang paling berpengaruh dalam minat pembeli di UNKL347. ------ At a time when local Indonesian products are undergoing rapid changes, people know that the place to shop is precisely having to shop in the city of Bandung, more details are shopping at UNKL347 clothing which has been established since 1996 until now. The purpose of this study is to determine the influence of brand image on consumer attraction in UNKL347 clothing. In this research, the descriptive quantitative method uses a likert scale formula, with the composition of the brand image covering four components, namely, product design, logo, brand, and price. after using the likert scale, a sample of fifty respondents of UPI Cibiru Campus students will be carried out twenty-seven people and students of state high school students one Cileunyi as many as twenty-three people. For the results of the t test variable brand image on attractiveness obtained the influence of brand image on consumer attractiveness UNKL347, the results of the t test variables of product design, logo, brand on attractiveness obtained did not affect the attractiveness of consumers UNKL347, the results of the t test variable price on attractiveness obtained the influence of price on consumer attractiveness UNKL347. Then the results of the t test mean that the most related influence is the influence of price to the consumer appeal of UNKL347. By using the likert scale, there is if of the four components of the brand image that has the best effect is on the product design. So that it can be concluded from the four components of the UNKL347 brand image starting from product design, logo, brand, and product price that most affects the attractiveness of UNKL347 consumers is product design. Therefore, it can be said that the product design is the most influential in the interest of buyers at UNKL347.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar : https://scholar.google.com/citations?user=4XOrOL0AAAAJ&hl=en&oi=ao |
| Uncontrolled Keywords: | brand image, desain produk, UNKL347 |
| Subjects: | L Education > L Education (General) N Fine Arts > N Visual arts (General) For photography, see TR T Technology > T Technology (General) T Technology > TR Photography |
| Divisions: | UPI Kampus cibiru > S1 Pendidikan Multimedia |
| Depositing User: | Muhrad Yannurfani |
| Date Deposited: | 24 Oct 2022 02:58 |
| Last Modified: | 24 Oct 2022 02:58 |
| URI: | http://repository.upi.edu/id/eprint/81070 |
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