Effect Of Brand Equity Vario Motorcycle Sales In Motor Dealer Cendana Purwodadi

Haditama, Satria and , Muzakar Isa, SE, Msi (2016) Effect Of Brand Equity Vario Motorcycle Sales In Motor Dealer Cendana Purwodadi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine : brand equity is brand awareness, brand association, perceived quality and brand loyalty significantly influence sales on a motorcycle Honda Vario Dealer Sandalwood Motor Purwodadi. The research method used survey method, the type of data used quantitative and qualitative data. Source data used is primary data and data sekunder.sampling techniques using purposive sampling. Test instrument using validity and reliability test. Classical assumption test, comprising, multicollinearity, autocorrelation test, and test for normality. Data analysis and coefficient of determination. The results of the research results that the regression analysis that there is influence the strength of the brand equity that the brand loyalty significant effect equation. The test results demonstrate the validity of statement items regarding brand awareness, brand association, perceived quality and sales filed on respondents declared invalid because rhitung> rtabel. Reliability test results showed that all items are statements about brand equity and sales dinyatan reliable. Test multikolinearitas known that smoking brand equity variables does not occur multikolinearitas or in other words in the regression model multikolinearitas pass the test. Autocorrelation can be known sig. test run, so it can be said residual said random / random which means not occur auto correlation or correlation test passes. Normality test can know the value of the probability p- value so in this model residual normal distribution, which means pass the test of normality. Determination test results obtained with the adjusted R-square value, which means the effect on the brand equity motorcycle sales Honda Vario on Sandalwood Motor Purwodadi barpengaruh Dealer. Based on the results of this study concluded that brand awareness, brand association, perceived quality and brand loyalty significantly influence sales.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Equity, Sales, Motorcycles.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SATRIA HADITAMA
Date Deposited:	14 May 2016 02:38
Last Modified:	04 Jan 2017 11:58
URI:	http://eprints.ums.ac.id/id/eprint/43921

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