PENGARUH BRAND EQUITY DI KALANGAN KONSUMEN MUDA ( Studi Pada Kalangan Muda di Sleman )

Lee, Andre (2019) PENGARUH BRAND EQUITY DI KALANGAN KONSUMEN MUDA ( Studi Pada Kalangan Muda di Sleman ). S1 thesis, UAJY.

Text (Andre Lee) EM19910.pdf Restricted to Repository staff only Download (2MB)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand association, brand loyalty, brand awareness, dan brand image pada brand equity pada konsumen muda. Data yang diperoleh melalui penyebaran kuesioner dan dengan target 120 responden dan yang memenuhi kriteria sebanyak 100 responden. Data diolah menggunakan analisis Deskriptif, analisis Hubungan dan analisis regresi linear berganda melalui software SPSS 16.0. Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire population of Malaysia. Practical implications – Input regarding the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers would help marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly among young consumer markets. Originality/value – Empirical findings offer academic contributions to the existing body of knowledge of consumer behaviour as the sophisticated quantitative data analyses used will eventually allow future researchers to explicate the contribution of the current study to understand the importance of brand equity among young consumers in Malaysia.

Actions (login required)

View Item