TA DIGITAL
Analisis Pengaruh Kesadaran Merek (Brand Awareness) dan Citra Merek (Brand Image) terhadap Ekuitas Merek (Brand Equity) Produk Speedy pada PT Telekomunikasi Indonesia, Tbk DIVRE IV Jateng dan DIY
This study is about how the influence of the brand awareness and brand image on brand equity at PT Telekomunikasi Indonesia, Tbk Divre IV Jateng dan DIY. The purpose of this study is to analyze the influence of brand awareness and brand image on purchasing decision of Speedy.
Methods of collecting data are questionnaire, observation and literature. The sources of data used in this study are primary and secondary data. After a literature review and hypothesis development, data were collected through questionnaire method against 50 respondents of Speedy’s customers in Plasa Telkom Pahlawan Semarang using a technique of convenience sampling. The quantitative analysis include validity test and reliability test, multiple regression analysis, hypothesis testing of F test and t test, analysis of the coefficient of determination and analysis of the dominant variable.
Data that have passed the validity test and reliability test then processed using SPSS 20.0. Hypothesis using t test and F test shows that the two independent variables (X1 and X2) give significant influence on the dependent variable. Adjusted R2 0.843 mean that the brand awareness and brand image are variations that influence the brand equity of Speedy for 84.3% while the remaining 15.7% are influenced by other factors that are not studied in this Final Project. While the most influential variable in this study is the brand image with a value of unstandardized coefficients was 0.670. It can be concluded that brand awareness and brand image are influenced on brand equity of Speedy.
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