Pengaruh Brand Equity Terhadap Kepuasan Pelanggan Untuk Meningkatkan Positive Word Of Mouth (Studi Pada Pelanggan Toko Online Lazada.co.id)

ABSTRAK
Pengaruh Brand Equity Terhadap Kepuasan Pelanggan Untuk
Meningkatkan Positive Word Of Mouth
(Studi Pada Pelanggan Toko Online Lazada.co.id)
Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis
pengaruh brand equity terhadap kepuasan pelanggan dan positive word of mouth
Toko Online Lazada.co.id. Jenis penelitian ini adalah eksplanasi asosiatif.
Populasi dalam penelitian ini adalah siswa-siswi SMA Negeri 1 & SMA Negeri 2
Medan yang pernah berbelanja online minimal 2 kali dengan jumlah sampel
sebanyak 100 responden menggunakan teknik purposive sampling, pengumpulan
data primer menggunakan kuesioner, wawancara, dan pengumpulan data sekunder
menggunakan studi pustaka. Pengujian hipotesis dalam penelitian ini
menggunakan analisis jalur. Secara simultan, brand awareness, brand
association, perceived quality, dan brand loyalty berpengaruh positif dan
signifikan terhadap kepuasan pelanggan, kemudian brand awareness, brand
association, perceived quality, brand loyalty, dan kepuasan pelanggan juga
berpengaruh positif dan signifikan terhadap keputusan positive word of mouth.
Secara parsial, hanya brand awareness, perceived quality, dan brand loyalty yang
berpengaruh signifikan terhadap kepuasan pelanggan, kemudian hanya perceived
quality, dan kepuasan pelanggan yang berpengaruh signifikan terhadap positive
word of mouth.

Kata Kunci: positive word of mouth, kepuasan pelanggan, brand awareness,
brand association, perceived quality, brand loyalty

i
Universitas Sumatera Utara

ASBTRACT
Influence Of Brand Equity To Customer Satisfaction To Increase Positive
Word Of Mouth
(A Study onCustomer Online Store Lazada.co.id)
This research aimis to analyse the influence of brand equity to
customersatisfaction to increasepositive word of mouth (astudyon customer online
store Lazada.co.id) at SMA Negeri 1 & SMA Negeri 2 Medan. This research type
is explanatory associative research. Population of this research is every student of
SMA Negeri 1 & SMA Negeri 2 who ever buying online at least 2 times and have
total samples taken are 100 people that are taken using purposive sampling
technique. Primary data collection is taken using questionnaires, interviews and
secondary data using literature studies. The hypothesis is tested using path
analysis. Simultaneously, brand awarenss, brand association, perceived quality,
and brand loyalty are affecting positively and significantly to customer

satiscaction. Then, only brand awareness, brand association, perceived quality,
brand loyalty, and customer satisfaction are also affecting positively and
significantly to positive word of mouth. Partially, only brand awareness,
perceived quality, and brand loyalty affecting positively and significantly to
customer satisfaction, then only perceived quality, and customer satisfaction to
positive word of mouth.
Keywords: positive word of mouth, consumer’s satisfaction, brand awareness,
brand association, perceived quality, and brand loyalty

ii
Universitas Sumatera Utara