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PENGARUH KECINTAAN MEREK DAN CITRA MEREK TERHADAP WORD OF MOUTH PENGGUNA TUPPERWARE DI SURABAYA

Laela, ALFU (2015) PENGARUH KECINTAAN MEREK DAN CITRA MEREK TERHADAP WORD OF MOUTH PENGGUNA TUPPERWARE DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This research as a purpose for understanding how many great influence quality brand love and brand image to word of mouth all employing of the Tupperware at Surabaya city. Sample for this research are 66 respondent and removal techique sample this usingly in non-probability sampling with judgment sampling. Instrument analysis for purpose is regresion analysis linier handicap. Result from trial hipotesys with using experiment (T) which point us that second variable independent which between brand love (X1) and brand image (X2) that evidence research influence variable independent that is word of mouth. Result for this research indicate that statistical variable brand love had influence the most great about word of mouth to large 0,264 which the time that at variable brand image had influence to small with value 0,031. Research also result point out adjusted R square to district the value great 0,213 from word of mouth be able to district by the second variable independent inside similitary regression average remainder 0,787 to district by other variable upon outside from the second variable independent which use at this research. Keywords: brand love, brand image and word of mouth PENDAHULUAN Di era modern saat ini dengan mobilitas yang sangat tinggi banyak dibutuhkannya peralatan rumah tangga yang praktis. Maka dari itu banyak perusahaan yang menangkap peluang ini, sehingga banyak bermunculan produk rumah tangga yang praktis di pasaran. Salah satunya yaitu Tupperware. Tabel 1 menunjukkan bahwa Top Brand produk dengan kategori produk plastik dari tahun 2012 hingga pertengahan tahun 2014. Dari Tabel diatas dapat diketahui bahwa merek Tupperware terus menunjukkan peningkatan terhadap niat beli, menunjukkan bahwa Tupperware merupakan produk yang paling disukai oleh masyarakat Indonesia. Pada tahun 2013, Tupperware mengalami penurunan yakni sebesar empat puluh dua persen dibandingkan pada tahun 2012 yakni sebesar lima puluh satu koma lima persen meskipun pada tahun berikutnya terus mengalami penurunan. Tetapi, Tupperware perlu mewaspadai ancaman dari pesaingnya tesebut yang bisa saja dapat merebut posisi Tupperware sebagai pemimpin pasar yang diniati masyarakat.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 330 - ECONOMICS
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 11 Nov 2016 07:16
Last Modified: 11 Nov 2016 08:09
URI: http://eprints.perbanas.ac.id/id/eprint/427

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