Muhammad, Rifqi Zaki (2017) PENGARUH BRAND LOVE TERHADAP BRAND LOYALTY PADA BRAND HONDA CBR 250 : Survei pada Pengguna Sepeda Motor Honda CBR 250 di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
The growing of an automotive industry has created a phenomenon in which a sportsbike began to be in the interest in the society and made many variations of sportsbike brand competing in the Indonesian motorcycle market. Some of the factors that stated that brand loyalty on the CBR 250 brand in bandung of allegedly low is the problem, and whether there is influence between the brand love and brand loyalty on the CBR 250 brand is the main problem in this study. This study aims to find out the image of brand love and brand loyalty, and to analyze the effect of brand love on brand loyalty on the CBR 250 brand. In this study, the independent variable (X) is brand love, while the dependent variable (Y) is brand loyalty. The method used in this research is descriptive and verification method. The subjects of this study are the users of CBR 250 in bandung with a sample of 86 respondents by using an accidental sampling technique. The technical analysis is the normality test, pearson correlation coefficient, simple regression analysis, and ttest analysis using SPSS software.----- The results from this research showed that brand love and brand loyalty variables are in the high category, and the Correlation calculation results show the brand love variables on brand loyalty has a significant influence on the brand loyalty of the CBR 250 brand on the honda CBR 250 users in bandung. Industri otomotifyang terus berkembang telah menciptakan sebuah fenomena dimana motor sport mulai di minati oleh masyarakat dan menjadikan banyaknya variasi brand motor sport berlomba untuk bersaing di pasaran sepeda motor Indonesia. Beberapa faktor yang menyatakan bahwa brand loyalty pada brand CBR 250 di kota bandung yang disinyalir rendahlah yang menjadi permasalahan, dan apakah ada pengaruh brand love terhadap brand loyalty pada brand CBR 250 itulah yang menjadi permasalahan dalam penelitian ini. Penelitian ini bertujuan untuk mengetahui gambaran brand love dan brand loyalty serta menganalisis pengaruh brand love terhadap brand loyalty pada brand CBR 250. Dalam penelitian ini variable bebas (X) yaitu brand love, sedangkan variable terikat (Y) yaitu brand loyalty. Metode penelitian yang digunakan adalah deskriptif dan verifikatif. Subyek penelitian ini adalah pengguna CBR 250 di kota bandung dengan sampel sejumlah 86 responden dengan menggunakan teknik pengambilan sampel yaitu accidental sampling. Teknis analisis yang digunakan adalah ujinormalitas, koefisien korelasi pearson, analisis regresi sederhana, dan analisis uji T menggunakan software SPSS. Hasil penelitan menunjukan bahwa variabel brand love dan brand loyalty berada pada kategori tinggi. Hasil perhitungan korelasi menunjukan variable brand love memiliki pengaruh signifikan terhadap brand loyalty pada pengguna sepeda motor honda CBR 250 di kota bandung.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil: S PEM MUH p-2017 ; Pembimbing: I. Vanessa Gaffar, II. Ayu Krishna Yuliawati ; NIM: 1304364 |
| Uncontrolled Keywords: | Brand Love, Brand Loyalty. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mr. Arif Rezkyana Nugraha |
| Date Deposited: | 12 Dec 2018 11:18 |
| Last Modified: | 12 Dec 2018 11:18 |
| URI: | http://repository.upi.edu/id/eprint/32542 |
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