Langit, Kiemas Kawruh (2021) HUBUNGAN BRAND IMAGE, KEPERCAYAAN DAN HARGA DENGAN LOYALITAS PELANGGAN GITAR MERK COWBOY (Studi kasus pada konsumen Rumah Gitar, Tangerang). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui hubungan antara Brand image, kepercayaan dan harga dengan loyalitas pelanggan Gitar merk Cowboy, secara parsial dan simultan. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif. Metoda yang digunakan dalam penelitian ini adalah metoda survei. Populasi dalam penelitian ini yaitu konsumen di toko alat musik Rumah Gitar. Sampel dalam penelitian ini adalah pelanggan tetap yang melakukan pembelian. Metoda analisis data yang digunakan adalah analisis koefisien korelasi dan pengujian hipotesis. Hasil penelitian menyimpulkan, (1) Terdapat hubungan positif dan signifikan brand image dengan loyalitas pelanggan sebesar 0,225 yang termasuk dalam tingkat hubungan rendah, artinya citra merek dari Cowboy berbeda dari yang lain. Gitar Cowboy ini mempunyai ciri khasnya pada suara yang dikeluarkandari pick up humbuckernya, (2) Tidak terdapat hubungan antara kepercayaan dengan loyalitas pelanggan sebesar 0,132 yang termasuk dalam tingkat hubungan sangat rendah, artinya rumah gitar tidak mampu memenuhi kebutuhan pelanggan, (3) Terdapat hubungan positif dan signifikan harga dengan loyalitas pelanggan sebesar 0,354 yang termasuk dalam tingkat hubungan rendah, artinya adalah harga gitar Cowboy dirumah gitar sangatlah memberikan dampak kepada konsumen yang mana perbedaan antara harga gitar Cowboy dengan gitar lainnya berbeda, Cowboy adalah gitar original danlocal yang harganya terjangkau disbanding merk lain (4) Hubungan yang paling dominan dengan loyalitas pelanggan yaitu harga sebesar 0,354 atau 35,4%. Faktanya pertimbangan utama konsumen yaitu harga, harga yang diberikan oleh rumah gitar berbed dengan gitar lainnya karena Cowboy merupakan gitar baru The study aims to determine the relationship brand image, warranty, trust and price with customer loyality Helder Guitar, partially and simultaneously. The strategy used in this research is associative research strategy. The method used in this research is survey method. Population in this study were consumers at the guitar house music instrument shop. The sample in this study in regular customers who make purchases. The data analysis method used is the analysis of the correlation coefficient and hypothesis testing. The result of the study concluded, (1) there is a positive and significant relationship between brand image with customer loyality of 0,225 which is included in the low level of relationship, meaning that the brand image of cowboy is different from the others. This cowboy guitar has its characteristics in the sound emitted from its humbucker pick-up, (2) there is no relationship between trust with customer loyality of 0.135 which is included in the very low level of relation, it means that there needs to be an evaluation or re-examination whether there is really no trust, (4)there is a positiveand significant relationship between price and customer loyality of 0,354 whichis included in the low level of relationship, the meaning is the price of a Cowboy guitar at home guitar is very impacting consumers where the difference betweenthe price of a Cowboy guitar with other guitars is different, Helder is an original and local guitar whose price is 1.9 million compared to other brand guitars at a price of 1 million, (4) the most dominant with customer loyalty is a price of 0.354 or 35.4%. The fact is the main consideration of consumers is the parice,the price given by the guitar house is different from other guitars because Cowboy is a local guitar (the brand of the guitar house).
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | KIEMAS KAWRUH LANGIT | ||||||||
| Date Deposited: | 08 Dec 2021 07:33 | ||||||||
| Last Modified: | 08 Dec 2021 07:33 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6136 |
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