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...