Brand Equity Notebook Berdasarkan Atribut: Studi Komparatif Atas Acer, Asus, HP dan Toshiba
Formulation of the problem in this study were: a). What attributes of the brand image forming notebook b). How brand image of the Acer, Asus HP and Toshiba notebook, which is the market leader and How is the relative position of the brand image of some of the brand notebook c). Does Brand image effe...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2012
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/98159/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53370 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Formulation of the problem in this study were: a). What attributes of the
brand image forming notebook b). How brand image of the Acer, Asus HP and
Toshiba notebook, which is the market leader and How is the relative position of
the brand image of some of the brand notebook c). Does Brand image effect on
Brand attitude and d). Does Brand attitude affects the Brand resonance. The
purpose of this study were: a). to know the attributes of brand image building, b).
Relation of brand image, brand attitude and brand resonance as brand equity
construction and c). The position matrix of notebooks based on the brand image.
The model used adapted from Keller (2008). Pre study was conducted to
obtain the attributes that are important to consumers by interviewing 10 people
with backgrounds notebook vendors, IT workers and students. Attribute the
results are then grouped into 8 groups of attributes.
Multiple Regression Analysis of the results was found F test result is 0.000
or significant and partial results of each variable, ie: brand, the main specification,
specification support and durability demonstrated significant results and other
variables are: price, service and features do not show significant results. Results
from simple regression analysis of brand attitude on brand resonance shows the
results of F test are .000 or significant results. The results demonstrate HP's map
position of the best positions on the dimensions of price, brand, design and
specifications. Acer is the best on the dimension of features, Toshiba's best on the
dimension of durability and serviceability. Asus Notebooks best in the dimension
specifications support. Hypothesis test results for H1 and H2 show that the H1 and
H2 accepted. |
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