Brand Equity

PENGARUH BRAND ASSOCIATION, BRAND AWARENESS, PERCEIVED

QUALITY, DAN BRAND LOYALTY TERHADAP WILLINGNESS TO

REPURCHASE DAN RECOMMENDATION TO PURCHASE

PADA FEDERAL OIL DI SURABAYA

TRINUS TEAM

Vicentius Raditya

Maria Sudiarti Kudmas

Andy Pratama Sulistyo

UNIVERSITAS KATOLIK WIDYA MANDALA

SURABAYA

NATIONAL MARKETING RESEARCH COMPETITION 2014

BRAND LOYALTY AND ADVOCACY

2

PENGARUH BRAND ASSOCIATION, BRAND AWARENESS, PERCEIVED

QUALITY, DAN BRAND LOYALTY TERHADAP WILLINGNESS TO

REPURCHASE DAN RECOMMENDATION TO PURCHASE

PADA FEDERAL OIL DI SURABAYA

TRINUS TEAM

Vicentius Raditya

Maria Sudiarti Kudmas

Andy Pratama Sulistyo

NATIONAL MARKETING RESEARCH COMPETITION 2014

BRAND LOYALTY AND ADVOCACY

3

DAFTAR ISI

Abstrak .................................................................................................................. 4

PENDAHULUAN ................................................................................................ 4

Latar Belakang ............................................................................................. 4

Identifikasi Masalah .................................................................................... 7

Penentuan Tujuan Penelitian ....................................................................... 8

Manfaat Penelitian ....................................................................................... 9

LANDASAN TEORI ............................................................................................ 9

Brand Equity ................................................................................................ 9

Brand Association ........................................................................................ 10

Brand Awareness ......................................................................................... 10

Percieved Quality......................................................................................... 11

Brand Loyalty .............................................................................................. 11

Willingness to Repurchase ......................................................................... 12

Recommedation to Purchase ...................................................................... 13

Pengaruh Antar Variabel ............................................................................ 13

Model Penelitian ......................................................................................... 14

METODE PENELITIAN ...................................................................................... 14

Desain Penelitian ........................................................................................ 14

Identifikasi Variabel ................................................................................... 14

Definisi Operasional Variabel ..................................................................... 15

Jenis dan Sumber Data................................................................................. 16

Alat dan Prosedur Pengambilan Data ......................................................... 16

Populasi, Sampel dan Teknik Pengambilan Sampel ................................... 17

Teknik Pengukuran Data ............................................................................ 18

Lokasi Penelitian ........................................................................................ 18

Teknik Analisis Data .................................................................................. 18

ALUR PENELITIAN ........................................................................................... 21

KUESIONER ....................................................................................................... 22

DAFTAR PUSTAKA .......................................................................................... 25

NATIONAL MARKETING RESEARCH COMPETITION 2014

BRAND LOYALTY AND ADVOCACY

4

PENGARUH BRAND ASSOCIATION, BRAND AWARENESS, PERCEIVED

QUALITY, DAN BRAND LOYALTY TERHADAP WILLINGNESS TO

REPURCHASE DAN RECOMMENDATION TO PURCHASE

PADA FEDERAL OIL DI SURABAYA

ABSTRAK

Penenelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh

Brand Association, Brand Awareness, Perceived Quality dan Brand Loyalty

terhadap Willigness to Repurchase dan Recommendation to Purchase pada

Federal Oil di Surabaya. Penelitian ini diharapkan dapat membantu Federal Oil

untuk meningkatkan brand value yang dimiliki untuk menciptakan...