1. Home
  2. Lainnya

Pengaruh Bauran Promosi Pada Brand Awareness (Studi Pada Notebook Merk A-Note).

G
!

1 1

&

, ,
! "#
- '

$
!

"

!

"

2


%

G

1

"

&

!
,

% ' (%

2

,1
,


1

7

1

.,
,

2

, , 2
!
2 4 4 /

1

, ,


&
2

6
1

6

:
&

,1
1 4
/

1

,

!


2

1,
,

1

,

!
)'2*DH6 :
,
!

'

6

:

7
1
&
. 1
, ,
,
, ,I < ,

!
)'2*DH
6

1
'
,

&

,


1

1
!
(+2E(H

1

7

&
1

!

1
,

1


1

-

! % % #,
!

% % #, 2
1
,
2
2
1
! % % #,
1
, ,
,
,
1
2

, /
0
2
'
" % &
1
% #,
1
,
2
, ,
! % % #, 2
$ "
%
1
2
1 1
1
,
1

! % 1
1
2
% #,
1
7
! %
1
1
1
4
7 3%5
% #,
1
J
2
J
#,
1 /
3

, 52
1
/ ,
1 6

3
Universitas Kristen Maranatha

)
!

"

!

'

*
$
"


!

"

+
%

)
&

!

" ' (,
!- " & " *' "
* "
!
&
& '
,

"
"

!

"

!

'
!

.

"
'

&

&
"

'
!

"

! "#
+ '

&

!

"
'
'"

!

*
"

!
"

*'
"

&
! "

'

&
"
"
/0 123 '
"
.
" '
!
&
" ! '
* 4
56 753
"
!
&
*'
!
! & "
*"
"
8
"
"
&+
(9
! %
* !
* :
*'
! % (9
,
" '
'
; *'
"
''
"
' ! "
"
(9
! % ! '
'
"
"
'
' % !
!
" .
%
'
' "
'
" % &
(9 " '
'
" &
'
&
'
'
(9
! %
$ "
%
" '
'
! "
&
, '' &
! %
'
(9
! % " '
,
! %
"
"
!
' "
'
'
< =
(
9
&
"
!
! > '
&
>(9 !
'
< (
=
'
"
"
'
!
"
'

*

&

'
!
&
/0 123 "
' "

4
Universitas Kristen Maranatha

A B S T R A K ...................................................................................................... viii
LAMPIRANDAFTAR GAMBAR ............................................................................... xi
DAFTAR GAMBAR ............................................................................................... xii
DAFTAR TABEL................................................................................................... xiii
DAFTAR LAMPIRAN ........................................................................................... xiv
BAB I PENDAHULUAN ......................................................................................... 1
1.1 Latar Belakang Penelitian ............................................................................... 1
1.2 Identifikasi Masalah ....................................................................................... 6
1.3 Maksud dan Tujuan Penelitian ....................................................................... 6
1.4 Kegunaan Penelitian ...................................................................................... 6
1.5 Sistematika Penulisan .................................................................................... 7
BAB II TINJAUAN PUSTAKA .................................................................................. 9
2.1 Pemasaran ..................................................................................................... 9
2.1.1 Pengertian Pemasaran ............................................................................10
2.1.2 Pengertian Manajemen Pemasaran ........................................................10
2.1.3 Pengertian Bauran Pemasaran ................................................................11
2.1.4 Marketing Communication Mix ...............................................................12
2.1.5 Brand Awareness ....................................................................................16
2.1.6 Produk....................................................................................................21
2.1.6.1 Tingkatan Produk .............................................................................21
2.1.6.2 Klasifikasi Produk .............................................................................23
2.2 Perilaku Pembelian Konsumen ......................................................................28
2.2.1 Karateristik yang Mempengaruhi Perilaku Konsumen .............................29
2.2.2 Proses Keputusan Pembelian ..................................................................32
2.3 Hipotesis .......................................................................................................37
BAB III METODOLOGI PENELITIAN .......................................................................39
3.1 Design Penelitian ..........................................................................................39
3.2 Populasi dan Sampel Penelitian.....................................................................40

4
Universitas Kristen Maranatha

3.3 Metode Penelitian Sampel ............................................................................40
3.4 Metode Pengumpulan Data ..........................................................................40
3.5 Definisi Operasional Variabel dan Teknik Pengukuran Instrumen...................41
3.6 Analisis Validitas dan Reliabilitas...................................................................45
3.6.1 Validitas .................................................................................................45
3.6.2 Reliabilitas ..............................................................................................45
3.7 Metode Analisis Data ....................................................................................46
BAB IV PEMBAHASAN HASIL PENELITIAN ...........................................................48
4.1 Profil Responden...........................................................................................48
4.2 Pengujian Instrumen Penelitian.....................................................................51
4.3 Uji Validitas dan reliabilitas Instumen Penelitian ...........................................53
4.3.1 Uji Validitas ............................................................................................53
4.3.2 Uji Reliabilitas.........................................................................................57
4.4 Deskripsi Tanggapan Responden Mengenai Variabel Penelitian .....................58
4.4.1 Deskripsi Tanggapan Responden Mengenai Variabel Bauran Promosi......58
4.4.2 Deskripsi Tanggapan Responden Mengenai Variabel Brand Awareness ...89
4.5 Analisis Pengaruh Bauran Promosi Terhadap Brand Awareness Notebook ANote ................................................................................................................. 100
BAB V KESIMPULAN DAN SARAN ...................................................................... 103
5.1 Kesimpulan ................................................................................................. 103
5.2 Implementasi Manajerial ............................................................................ 104
5.3 Keterbatasan .............................................................................................. 105
5.4 Saran .......................................................................................................... 106
DAFTAR PUSTAKA ............................................................................................. 108
LAMPIRAN 1 ........................................................................................................ 4
Bagian I: Identitas Responden .............................................................................. 4

4
Universitas Kristen Maranatha

'-.'&
'-.'&

/1'! &' ) 5'&
%' 7

'-.'& 9 &+, ,

%'

,')'&'

/'-. %'

,, ****************************************************************** 6
&1************************************************************* 8
0"!",'

-. % *******************************************9

4
Universitas Kristen Maranatha

'. %

&' ) 5'&

'. %
'. %

,

%'-

!' / , '

'. %

'! /+&

'. %

&!'-'

'. %

'%

**********************************************************************:;

,0+ )

**********************************************************************:8
,0+ )

,0+ )

************************************************************:8
/ !'("

+! .++1

+! **********************<

,0+ ) '!', 0 &!' '' = ")'( . &'0' %'-'
+! .++1
+! > *****************************************************************<

+!'! ) @+-0+

,!*********************************************************************

.

.

6

6
,

2.
-

,

,

,

,

,

2.

2.

>
%
6% <

, 2 *''C6 $
(
,,
0

>
6

%

,

2 *'' 6
-

,

>
6

%
, 2 *'' 6
*2 %
-

,

2%

2.
.

6 *''*6
-:

-

2.
.

6 *''*6
-:

-

2 .6 *''C6
.
/ :
2 !6 6 *''*6
0 , , =

%
&

2"
.

6

'
, 1 2"

6"
6

6

0

,6

0

6"
6"62%6 6 .

,6

6 ,

6
"
62 & /6 # 4
F
9

6

6"
6

'
, 1

6"
6"62%6 6 .

,

6

2"

'('

'('

)6 %

6 .06 &

6

2
6

6

*2
6

, 6
6
%

!

?

"

2

6

6

;
Universitas Kristen Maranatha

2#

2 ,

, , 2 6"62
6

6 *''C6

77

6 $,

62 . "

6
6

1 6 *''D6

, 2
>

6

6;

6 *'' 6
02 .
.

2

6.

% A

, 6 *''(6 #
6
6

.
20 ,

8

6

6
%

6

G
-IIK

67

7,

6, I ,

6/,6 I

/

,

1

,

(*6
-II4446/
-II44461
-II7,
-II

6
/ 64

,,

I/

, 1,, D6

6/, I
6/, I ,4

6

@ OF(CCCD+

6 /6

8
Universitas Kristen Maranatha

Dokumen yang terkait

Pengaruh Citra Merek dan Bauran Promosi Terhadap Minat Beli Mobil Merek Mitsubishi pada Masyarakat Kota Medan

5 127 96

Pengaruh Advertising Terhadap Pembentukan Brand Awareness Serta Dampaknya Pada Keputusan Pembelian Produk Pocari Sweat Pada Mahasiswa Fakultas Ekonomi Universitas Sumatera Utara

14 58 108

Pengaruh Ekuitas Merek (Brand Equity) Tas Sophie Martin Terhadap Kesediaan Membayar Harga Premium (Studi Kasus Pada BC Rosida Medan).

3 49 104

Ekuitas Merek Dan Brand Loyalty Blackberry (Studi Deskriptif tentang Pengaruh Ekuitas Merek Blackberry terhadap Brand Loyalty pada Kalangan Mahasiswa FISIP USU)

1 44 136

Analisis Strategi Bauran Promosi Peningkatan Market Share (Studi Kasus Pada Majestyk Bakery &amp; Cake Shop Cabang Padang Bulan Medan

14 132 89

Pengaruh Celebrity Endorser Igor Saykoji Terhadap Brand Awareness Pada Kartu IM3 (Studi Kasus Karyawan Sogo Department Store Sun Plaza, Medan)

3 52 107

Pengaruh Perceived Quality dan Brand Association Terhadap Brand Loyalty Mie Instan Merek Indomie (Studi Kasus Pada Mahasiswa Fakultas Psikologi Universitas Sumatera Utara

1 42 105

Analisis pengaruh Brand Awareness, Perceived Quality, Brand Association, Dan Brand Loyalty terhadap keputusan pembelian pada produk pasta gigi 'Pepsodent (studi kasus pada Mahasiswa UIN Syarif Hidayatullah Jakarta)

6 41 167

Pengaruh brand image dan perceived quality pada minat beli konsumen : studi perbandingan notebook merk Zyrex dan Advan di DIY.

0 2 219

Pengaruh Promosi Produk Seafoodking terhadap Brand Awareness Produk

0 0 12