Pengaruh Brand Equity Atas Niat Pembelian Kembali Bahan Bakar Cng Jes-Mobilegas (Studi Kasus Di Pt Java Energy Semesta)

Santoso, Toto (2022) Pengaruh Brand Equity Atas Niat Pembelian Kembali Bahan Bakar Cng Jes-Mobilegas (Studi Kasus Di Pt Java Energy Semesta). Masters thesis, Institut Teknologi Sepuluh November.

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Abstract

Pada umumnya penjualan dipengaruhi oleh citra sebuah merek yang menimbulkan kesetiaan pelanggan, namun penelitian ini menemukan fakta bahwa kesetiaan tidak terlalu dominan, begitu juga kesadaran, bahkan persepsi mereka atas kualitas. Pelanggan hanya memiliki keterkaitan yang kuat dengan merek produk. Ini sangat mungkin, karena populasi penelitian ini bukanlah orang yang di dalamnya selera, gaya hidup dan emosi sangat terlibat (B2C - Business To Customer), akan tetapi perusahaan (B2B - Business To Business) yang pastinya memiliki concern yang berbeda. Penelitian ini mencakup empat kriteria utama: brand loyalty, brand association, brand awareness, dan perceived quality - yang secara bersama-sama membentuk ekuitas merek (brand equity), dimana untuk membangun customer loyalty, brand equity ini merupakan faktor penting untuk menumbuhkan intention to re-purchase. Selanjutnya, alasan terpenting mengapa pelanggan akan berganti pemasok merupakan karena tidak bertemunya kebutuhan pelanggan dengan kemampuan pemasok untuk memenuhinya. Koefisien alpha Cronbach digunakan untuk pengujian reliabilitas. Pengguna Compressed Natural Gas (CNG) JES-MobileGAS yang tentu saja memiliki hubungan B2B dengan JES merupakan target populasi. Minitab versi 18 dengan statistik deskriptif dan regresi berganda digunakan untuk analisis data. Dengan menggunakan Quota Sampling dan Slovin Technique, jumlah responden merupakan sebanyak 32 Perusahaan yang masing-masing diwakili 1 responden dan hasil temuan disajikan dari 32 responden itu. Hasil penelitian memperlihatkan adanya hubungan yang signifikan antara brand equity dengan intention to re-purchase. Selanjutnya, faktor-faktor khusus; brand loyalty, brand association, brand awareness, dan perceived quality memiliki hubungan yang signifikan atas niat pembelian kembali (intention to re-purchase)
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In general, sales are influenced by the image of a brand that creates customer loyalty, but this study found the fact that loyalty is not too dominant, also awareness, even their perception of quality. Customers only have a strong association with the product brand. This is very possible, because the population of this study is not people whose tastes, lifestyles and emotions are very involved (B2C - Business To Customer), but companies (B2B - Business To Business) who certainly have different concerns. This research is based on the Aeker model, which includes four main criteria: brand loyalty, brand association, brand awareness, dan perceived quality - which together form brand equity, where in building customer loyalty - the brand equity is an important factor for building intention to re-purchase. Furthermore, the most important reason why customers will change suppliers is because the customer's needs do not meet the supplier's ability to meet them. Cronbach's alpha coefficient was used for reliability testing. JES-MobileGAS Compressed Natural Gas (CNG) users who of course have a B2B relationship with JES are the target population. Minitab versi 18 with descriptive statistics and multiple regression was used for data analysis. By using Quota Sampling and Slovin Technique, the number of respondents is 32 people and the findings are presented from the 32 respondents. The results showed that there was a significant relationship between brand equity and intention to re-purchase. Furthermore, certain factors; loyalty, association, awareness, dan perceived quality have a significant relationship with the intention to repurchase (intention to repurchase

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	b2b, customer loyalty, brand equity, brand loyalty, brand association, brand awareness, perceived quality, and intention to re-purchase
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) T Technology > TJ Mechanical engineering and machinery > TJ808 Renewable energy sources. Energy harvesting.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Toto Santoso Toto Santoso
Date Deposited:	24 Jan 2023 01:57
Last Modified:	24 Jan 2023 02:17
URI:	http://repository.its.ac.id/id/eprint/95566

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