The Consumer Perceptions On Brand Image Yakult (Quantitative Descriptive Study of Brand Image Yakult at Bank Mandiri KCP Diponegoro Yogyakarta)

Pratidina, Annisa Wendy and , Dr. Dian Purworini, S.sos,MM (2018) The Consumer Perceptions On Brand Image Yakult (Quantitative Descriptive Study of Brand Image Yakult at Bank Mandiri KCP Diponegoro Yogyakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Nowadays, company is prosecuted to be able to compete with others to dominate market share by making good image in whole society. Making good image or branding is an effort to build good perception in society because in that perception effective communication between consumers to its product will be created. The magnitude of the sales span between Yakult and the competitor means that trust in the product is also great. This study aims to see how the dominant influence of brand image on the formation of consumer perceptions.. This study is held in Yogyakarta especially in Mandiri Bank Office KCP Diponegoro Jetis, DIY. The sampling technique using purposive sampling. The method on descriptive quantitative by using questionnaires as its instrument with sample of 80 people. Test validity is calculated by comparing r count-value, while test reliability used SPSS for Windows with statistical test of Cronbach Alpha>0,60. The primary data used in this study is taken by distributing instrument of study, that is questionnaires to respondents. Based on data analysis result shows that consumers perception is tend to be good with the highest percentage trend 95%, moderate 3,8% and low 1,3%. By that, perception that had by employees of Mandiri Bank KCP Diponegoro can be stated in high category

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: consumers perception, Yakult, brand image.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: ANNISA WENDY PRATIDINA
Date Deposited: 23 Jul 2018 07:45
Last Modified: 23 Jul 2018 07:45
URI: http://eprints.ums.ac.id/id/eprint/63917

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