Citra Merek Dan Pengaruh Sugrophobia Terhadap Niat Pembelian Mobil Mewah Mercedes Benz

Kurniawan, Dhean Dikky (2021) Citra Merek Dan Pengaruh Sugrophobia Terhadap Niat Pembelian Mobil Mewah Mercedes Benz. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri otomotif di Indonesia yang sangat pesat dan signifikan pada beberapa tahun terakhir ini, menjadikan industri otomotif di Indonesia sebagai penyumbang pajak terbesar bagi pemerintah Indonesia dengan nilai lebih dari 80 triliun pada tahun 2010. Oleh karena itu, diprediksikan total aset 13 perusahaan otomotif yang beroperasi di Indonesia akan mencapai angka di atas 40 trilyun dengan penyerapan tenaga kerja sekitar 50.000 orang. Perkembangan industri otomotif tersebut dapat diasumsikan bahwa kendaraan pribadi adalah kebutuhan sekunder yang termasuk sangat penting untuk masyarakat. Seiring dengan peningkatan taraf ekonomi dan perkembangan soal gaya hidup, kendaraan pribadi menjadi alat transportasi yang memiliki beragam pilihan mulai dari jenis, tipe, merek dan segmentasi. Mobil mewah adalah salah satu segmentasi dari kendaraan pribadi yang dicari oleh masyarakat kelas menengah yang menginginkan kemewahan fitur dan model dari suatu merek mobil mewah. Salah satu merek mobil mewah di dunia yang juga sangat populer di Indonesia adalah Mercedes Benz yang menawarkan kekayaan fitur dan teknologi dengan kualitas yang sangat baik pada produk mereka. Penjualan Mercedes Benz di Indonesia terus meningkat setiap tahunnya. Niat beli (purchase intention) konsumen tidak jarang menjadi isu yang dikaji dalam industri otomotif. Penelitian akan difokuskan guna mengetahui pengaruh dari empat faktor yang diambil dari kacamata konsumen mobil mewah terhadap niat beli (purchase intention) pada Mercedes Benz. Empat faktor tersebut di antaranya yaitu citra merek (brand image), nilai yang dirasakan (perceived value), kepercayaan (trust), dan sikap (attitude). Penyebaran kuisioner dilakukan secara online dengan mengirimkan direct message melalui sosial media kepada target responden. Terdapat 9 hipotesis yang dirumuskan dan diuji secara kuantitatif dengan menggunakan metode Analisis Regresi Berganda. ===================================================================================================== The development of the automotive industry in Indonesia is very rapid and significant in recent years, making the automotive industry in Indonesia the largest tax contributor to the Indonesian government with a value of more than 80 trillion in 2010. Therefore, it is predicted that the total assets of 13 automotive companies operating in Indonesia it will reach a figure above 40 trillion with a workforce absorption of around 50,000 people. The development of the automotive industry can be assumed that private vehicles are a secondary need which is very important for society. Along with the increase in economic standards and the development of lifestyle issues, private vehicles have become a means of transportation that has a variety of choices ranging from type, type, brand and segmentation. Luxury cars are one of the segments of private vehicles that are sought after by the middle class who want the luxury features and models of a luxury car brand. One of the luxury car brands in the world that is also very popular in Indonesia is Mercedes Benz which offers a wealth of features and technology with excellent quality in their products. Sales of Mercedes Benz in Indonesia continue to increase every year. Consumer purchase intention is often an issue that is studied in the automotive industry. The research will be focused on determining the effect of four factors taken from the perspective of luxury car consumers on purchase intention for Mercedes Benz. The four factors include brand image, perceived value, trust, and attitude. Questionnaires were distributed online by sending direct messages via social media to target respondents. There are 9 hypotheses formulated and tested quantitatively using the Multiple Regression Analysis method.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Citra Merek, Nilai yang Dirasakan, Kepercayaan, Sikap, Mercedes Benz, Minat Beli, Brand Image, Perceived Value, Trust, Attitude, Mercedes Benz, Purchase Intention.
Subjects: H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
T Technology > TL Motor vehicles. Aeronautics. Astronautics > TL152.5 Motor vehicles Driving
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Dhean Dikky Kurniawan
Date Deposited: 04 Mar 2021 05:03
Last Modified: 04 Mar 2021 05:03
URI: https://repository.its.ac.id/id/eprint/83401

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