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Anteseden Dan Konsekuensi Dari Price Perception Pada Konsumen Penggunan Smartphone


Oleh : Ameilia Kusdayani

Info Katalog

Nomor Panggil : 2016_TA_MJ_022121058

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Adiati Hardjanti

Subyek : Brand loyalty;Marketing management

Kata Kunci : consumer behaviour, consume involvement, brand loyalty, consumer psychology, price perception, consu


File Repositori
No. Nama File Ukuran (KB) Status
1. 2016_TA_MJ_022121058.Halaman-Judul.pdf 2759.02
2. 2016_TA_MJ_022121058.-Bab-1.pdf 2704.16
3. 2016_TA_MJ_022121058.-Bab-2.pdf 2544.62
4. 2016_TA_MJ_022121058.-Bab-3.pdf 2661.72
5. 2016_TA_MJ_022121058.-Bab-4.pdf 2824.27
6. 2016_TA_MJ_022121058.-Bab-5.pdf 2176.19
7. 2016_TA_MJ_022121058-Daftar-Pustaka.pdf 2250.34
8. 2016_TA_MJ_022121058-Lampiran.pdf 5393.75

P Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruhproduct involvement terhadap brand loyalty smartphone Samsung, productinvolvement terhadap price perception, dan price perception terhadap brand loyalty .Metode teknik pengumpulan data yang digunakan adalah purposive sampling.Data dikumpulkan secara langsung melalui penyebaran kuesioner kepada 150responden dan diolah menggunakan metode analisis Linear Regression .Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif antaraproduct involvement terhadap brand loyalty, terdapat pengaruh positif antara productinvolvement terhadap price perception, tidak terdapat pengaruh negatif antaradimensi price perception value consciousness, price consciousness, sale proneness, coupon proneness, price mavenism, dan tidak terdapat pengaruh positif antara pricequality schema, dan prestige sensitivity terhadap brand loyalty.Penelitian selanjutnya diharapkan untuk berfokus pada kelompok respondenyang lebih besar dengan menambahkan jumlah responden, menggunakan produkkategori yang berbeda atau lebih dari satu kategori produk sebagai sampel penelitian dapat membawa hasil yang berbeda, dan menambahkan variabel brand identification,brand meaning dan brand effect.

T The purpose of this study is to analyze the relation between product involvement to Samsung smartphone brand loyalty, product involvement to price perception, and price perception to brand loyalty . The data taken by distributing 150 questionnaires using purposive sampling technic method. Data was processed by using Linear Regression. The results show that there is positive relation between product involvement to brand loyalty, positive relation between product involvement to price perception, no negative relation between dimension of price perception which are value consciousness, price consciousness, sale proneness, coupon proneness, price mavenism, and no positive relation between price-quality schema, prestige sensitivity to brand loyalty. For future research, it is suggested to focus on a large group of respondents with added more respondents, using different of product category or more than one product category can bring different result, and added more variable such as brand identification, brand meaning and brand effect. Keywords : Consumer behaviour, consumer involvement, Brand loyalty, Consumer psychology, Price perception, Consumer Attitude

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