Analisis Pengaruh Brand Image, Brand Awareness, dan Brand Positioning Terhadap Kepuasan Pelanggan pada Bus Berchassis Scania di Indonesia (Studi pada PT. United Tractors Tbk.)

Aji, Ibnu Prayuda Bayu and -, Sri Murwanti, S.E., M.M. (2020) Analisis Pengaruh Brand Image, Brand Awareness, dan Brand Positioning Terhadap Kepuasan Pelanggan pada Bus Berchassis Scania di Indonesia (Studi pada PT. United Tractors Tbk.). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to analyze the effect of brand image, brand awareness, and brand positioning on customer satisfaction on Scania chassis of buses in Indonesia. This research was also carried out on the basis of knowing the development of the Scania bus in Indonesia when PT United Tractors had officially become a distributor company of the Scania brand for the Indonesian market in 2004. This study uses a sample of customers or passengers using Scania bus users as many as 100 respondents with a sampling method using purposive sampling and the data used are primary data in the form of questionnaires. Data analysis method used is multiple linear regression analysis method using several variables, namely brand image, brand awareness, brand positioning, and customer satisfaction. The results of this study indicate that brand image has a significant effect on customer satisfaction, brand awareness has a significant effect on customer satisfaction, and brand positioning has a significant effect on customer satisfaction as evidenced by the results of the t test which have a significance value of less than 0.05.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	bus, Scania, brand image, brand awareness, brand positioning, costumer satisfaction.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	IBNU PRAYUDA BAYU AJI
Date Deposited:	24 Oct 2020 06:23
Last Modified:	24 Oct 2020 06:23
URI:	http://eprints.ums.ac.id/id/eprint/86641

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