ANALISIS EKUITAS MEREK PADA MINUMAN SERBUK ENERGI EXTRA JOSS

                                                        DAFTAR ISI

        

HALAMAN JUDUL .........................................................................................  i
HALAMAN PERSETUJUAN ........................................................................... ii
PENGESAHAN................................................................................................. iii
HALAMAN MOTTO ......................................................................................... iv
HALAMAN PERSEMBAHAN ......................................................................... v
KATA PENGANTAR ........................................................................................ vi
DAFTAR ISI ...................................................................................................... viii
DAFTAR TABEL............................................................................................... x
DAFTAR GAMBAR .......................................................................................... xii
ABSTRAK .......................................................................................................... xiii

BAB I. PENDAHULUAN

A.  Latar Belakang Masalah....................................................................... 1

B.  Perumusan Masalah ............................................................................. 3

C.  Tujuan Penelitian ................................................................................ 4

D.    Manfaat Penelitian ............................................................................... 5

BAB II. TELAAH PUSTAKA

A.  Landasan Teori .................................................................................... 6

1.   Pengertian Merek............................................................................ 6

2.   Manfaat Merek ...............................................................................9

3.   Pengertian Ekuitas Merek .............................................................. 11

4.   Manfaat Ekuitas Merek .................................................................. 12

5.   Elemen-Elemen Utama Ekuitas Merek .......................................... 15

B.  Penelitian Terdahulu............................................................................. 27

C.     Kerangka Konseptual............................................................................30

 

BAB III. METODE PENELITIAN

A.  Ruang Lingkup Penelitian.................................................................... 32

B.  Populasi, Sampel dan Teknik Sampling .............................................. 32

C.     Pengukuran Variabel dan Devinisi Operasional .................................. 34

D.  Instrumen Penelitian ............................................................................ 39

E.  Sumber Data ........................................................................................ 40

F.  Metode Pengumpulan Data ................................................................. 41

G.    Metode Analisis Data .......................................................................... 42

BAB IV. ANALISIS DATA DAN PEMBAHASAN

A.  Gambaran Umum PSM Madiun …………………………………….. 47

B.  Gambaran Umum PT. Bintang Toedjoe …………………………….. 52

C.  Gambaran Umum Produk Extra Joss ……………………………….. 53

D.  Gambaran Umum Responden ……………………………………….. 60

1.   Responden Berdasarkan Usia…………………………………..... 55

2.   Responden Berdasarkan Pekerjaan……………………………..... 56

3    Responden Berdasarkan Klub Asal……………………………… 57

4.   Responden Berdasarkan Rata-Rata Uang Saku………………….. 58

E.  Analisis Data ………………………………………………………… 59

1.   Uji Validitas dan Reabilitas ……………………………………... 59

2.   Analisis Kesadaran Merek (Brand Awareness) …………………. 61

3.   Analisis Asosiasi Merek (Brand Association) …………………... 65

4.   Analisis Kesan Kualitas (Perceived Quality) ………………….... 70

5.      Analisis Loyalitas Merek (Brand Loyalty) ……………………… 79

BAB V. KESIMPULAN DAN SARAN

A.  Kesimpulan .......................................................................................... 91

B.  Saran..................................................................................................... 93

C.     Keterbatasan Penelitian ........................................................................ 94

DAFTAR PUSTAKA LAMPIRAN

HARGA: Rp. 50.000,- 

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