| dc.contributor.advisor | WIDODO, WIDODO | |
| dc.contributor.advisor | RAHMAWATI, NUR | |
| dc.contributor.author | ADANI, VERLITA CAHYA | |
| dc.date.accessioned | 2019-08-23T02:18:31Z | |
| dc.date.available | 2019-08-23T02:18:31Z | |
| dc.date.issued | 2019-07-24 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/28358 | |
| dc.description | Penelitian ini bertujuan untuk mengetahui bagaimana ekuitas merek “pathok”di
Yogyakarta dan pengaruh ekuitas merek “pathok” terhadap loyalitas konsumen
bakpia di Yogyakarta. Penelitian ini menggunkan data primer dan sekunder. Data
primer didapatkan dengan menggunakan responden sebanyak 281 orang dengan
menggunakan teknik nonprobability sampling dengan pendekatan samping
insidental. Teknik analisis data pada penelitian ini menggunakan analisis deskriptif
dan analisis regresi linear berganda. Tingkat brand equity “pathok” menurut
penelitian berada pada tingkatan tinggi dengan rata-rata indeks 216,6. Tingkat
loyalitas konsumen bakpia pathok berada pada kategori sedang dengan rata-rata
indeks 166,7. Loyalitas konsumen bakpia “pathok” di Daerah Istimewa Yogyakarta
dipengaruhi oleh variabel independen brand awareness, perceived quality, brand
association dan brand loyality pada tingkat 74,2%. Secara simultan variabel
independen brand awareness, perceived quality, brand association dan brand
loyality berpenaruh seginifikan terhadap loyalitas konsumen bakpia pathok. Faktorfaktor
yang mempengaruhi secara signifikan loyalitas konsumen bakpia pathok
meliputi perceived quality dan brand loyality. | en_US |
| dc.description.abstract | This study aims to find out on
how the brand equity "Pathok" in Yogyakarta and the influence of "Pathok" brand
equity on bakpia consumer loyalty in Yogyakarta. This study used primary and
secondary data. Primary data are obtained by using 281 respondents using
nonprobability sampling techniques with an incidental sampling approach. The data
analysis technique in this study used descriptive analysis and multiple linear
regression analysis. The level of brand equity "pathok" according to the research is
at a high level with an average index of 216.6. The level of loyalty of bakpia
consumers is in the moderate category with an average index of 166.7. Consumers
loyalty of bakpia "pathok" in Yogyakarta are influenced by the independent variable
of brand awareness, perceived quality, brand association and brand loyalty at the
level of 74.2%. Simultaneously, independent variable of brand awareness, perceived
quality, brand association and brand loyalty have a significant effect on consumer
loyalty of bakpia pathok. Hence, the factors that significantly influence consumers'
loyalty of bakpia pathok include perceived quality and brand loyalty. | en_US |
| dc.publisher | FAKULTAS PERTANIAN UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | bakpia, brand equity, consumer loyalty | en_US |
| dc.title | PENGARUH BRAND EQUITY “PATHOK” TERHADAP LOYALITAS KONSUMEN BAKPIA | en_US |
| dc.title.alternative | Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Yogyakarta | en_US |
| dc.type | Thesis
SKR
FP
09 | en_US |
