Dublin Core
Title
PERBEDAAN EKUITAS MEREK KARTU PRA BAYAR KARTU AS DAN RNXL DI KALANGAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SYIAH KUALA
Description
ABSTRAKPenelitian ini bertujuan untuk mengetahui perbedaan ekuitas merek kartu pra bayar As dan XL di kalangan mahasiswa Fakultas Ekonomi Universitas Syiah Kuala. Lokasi dan objek penelitian ini adalah mahasiwa/i di Fakultas Ekonomi Universitas Syiah Kuala. Jumlah sampel sebanyak 100 responden diambil secara purposive sampling. Berdasarkan analisis data menggunakan uji T test diperoleh bahwa terdapat perbedaan yang paling besar pada variabel persepsi kualitas merek antara kartu As dan XL adalah sebesar 10,422, sedangkan yang paling kecil pada variabel asosiasi merek adalah hanya sebesar 1,649. Penelitian ini menyimpulkan bahwa secara keseluruhan berdasarkan variabel kesadaran merek, asosiasi merek, persepsi kualitas merek dan loyalitas merek terdapat perbedaan terhadap ekuitas merek kartu pra bayar As dan XL di kalangan mahasiswa Fakultas Ekonomi Universitas Syiah Kuala, sedangkan secara parsial hanya Asosiasi merek tidak berpengaruh signifikan dengan tingkat signifikansi 0,102.Kata kunci: ekuitas, merek, kartu pra bayar. ABSTRACTThis study aims to determine the differences in brand equity prepaid card As and XL among the students of Faculty of Economics, University of Syiah Kuala. The location and the object of this study are the students at the Faculty of Economics, University of SyiahKuala. The number of sample of 100 respondents was taken by using purposive sampling. Based on the data analysis using T test, the greatest difference imperceptions of brand quality variables between As and XL is 10.422, Whilethe smallest difference on the variable of brand associations is only 1.649. This study concludes that variables based on brand awareness, brand association, perceived quality of brand and brand loyalty consist of differences of brand equity of As and XL among students of the Faculty of Economics UNSYIAH, whereas only partial association with the brand which does not have a significant effect with significance level of 0.102.Keyword: equity, brand, prepaid card
Creator
Maqhfirrah Atriana
Identifier
http://etd.unsyiah.ac.id//index.php?p=show_detail&id=8617