| dc.contributor.advisor | HANDAYANI, SITI DYAH | |
| dc.contributor.author | WICAKSONO, ILHAM ADHI | |
| dc.date.accessioned | 2019-01-15T03:51:19Z | |
| dc.date.available | 2019-01-15T03:51:19Z | |
| dc.date.issued | 2018-12-17 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/23845 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek,
asosiasi merek, persepsi kualitas, loyalitas merek, citra negara asal dan green
marketing terhadap minat beli konsumen Mobil Low Cost Green Car (LCGC) Toyota
di Yogyakarta. Dalam penelitian ini sampel yang diperoleh sebanyak 142 responden
yang dipilih dengan menggunakan metode purposive sampling dengan teknik
pengumpulan data menggunakan kuesioner. Alat analisis yang digunakan adalah
Analisis Regresi Berganda dan mengguakan uji validitas, uji realibilitas, uji F, uji t,
serta koefisien determinasi, dengan menggunakan aplikasi SPSS 21.0.
Berdasarkan analisis yang telah dilakukan diperoleh bahwa: (1) Kesadaran
merek berpengaruh positif dan signifikan terhadap minat beli konsumen Mobil LCGC
Toyota, (2) Asosiasi merek tidak berpengaruh signifikan terhadap minat beli
konsumen Mobil LCGC Toyota, (3) Persepsi kualitas berpengaruh positif dan
signifikan terhadap minat beli konsumen Mobil LCGC Toyota, (4) Loyalitas merek
berpengaruh positif dan signifikan terhadap minat beli konsumen Mobil LCGC
Toyota, (5) Citra negara asal berpengaruh positif dan signifikan terhadap minat beli
konsumen Mobil LCGC Toyota, (6) Green marketing berpengaruh positif dan
signifikan terhadap minat beli konsumen Mobil LCGC Toyota. | en_US |
| dc.description.abstract | This study aims to analyze the The Influence of brand equity, country of origin image
and green marketing on consumer buying intention Low Cost Green Car (LCGC)
Toyota Car in Yogyakarta . In this study the sample obtained as many as 155
respondents selected by using purposive sampling method with data collection
techniques using questionnaires. The analysis tool used is Multiple Regression and
use validity test, reliability test, t test, F test, and determination using SPSS 21.0
application.
Based on the analysis that has been done, it is obtained that: (1) Brand
awareness has a positive and significant effect on consumer buying intention in
Toyota LCGC Cars, (2) Brand associations have a insignificant effect on consumer
buying intention in Toyota LCGC Cars, (3) Quality perception has a positive effect
and significant to the consumer buying intention of Toyota LCGC Cars, (4) Brand
loyalty has a positive and significant effect on consumer buying intention in Toyota
LCGC Cars, (5) The image of home countries has a positive and significant effect on
consumers' buying intention in Toyota LCGC Cars, (6) Green marketing positive and
significant effect on consumer buying intention in Toyota LCGC Cars. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Brand Association, Quality Perception, Brand Loyalty, Country of Origin Image, Green Marketing. | en_US |
| dc.title | PENGARUH EKUITAS MEREK, CITRA NEGARA ASAL DAN GREEN MARKETING TERHADAP MINAT BELI KONSUMEN | en_US |
| dc.title.alternative | Studi pada Produk Mobil Low Cost Green Car (LCGC) Toyota di Yogyakarta | en_US |
| dc.type | Thesis
SKR
FEB | en_US |
