Pengaruh brand signature, brand logo, brand attitude, awareness of consumers dan brand reputation terhadap brand performance Wuling di Indonesia

Priyatna, Halim (2019) Pengaruh brand signature, brand logo, brand attitude, awareness of consumers dan brand reputation terhadap brand performance Wuling di Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini dilakukan untuk mengetahui pengaruh brand signature, brand logo, brand attitude, awareness of consumers dan brand reputation terhadap brand performance Wuling di Indonesia. Obyek penelitian yang digunakan adalah Wuling Motors di Indonesia. Data dalam penelitian ini diperoleh dengan memberikan kuisoner kepada responden. Responden yang digunakan dalam penelitian ini adalah seseorang atau individu yang sudah memiliki kendaraan dengan brand Wuling dan individu yang belum memiliki kendaraan dengan brand Wuling, namun memiliki ketertarikan terhadap brand Wuling dengan jumlah 215 orang. Jenis desain sampel yang digunakan adalah nonprobability purposive sampling dimana target populasi yang dituju adalah konsumen Wuling Motors Indonesia, konsumen yang sudah memiliki dan yang belum memiliki kendaraan dengan brand Wuling. Metode analisis yang digunakan adalah Partial Least Squares- Structural Equation Modeling (PLS-SEM) dengan program SmartPLS 3.0. Hasil analisis menunjukkan, seluruh hipotesis penelitian memiliki pengaruh yang signifikan di dukung. Maka dapat dijabarkan bahwa, Brand signature Wuling berpengaruh terhadap brand attitude Wuling Brand attitude Wuling berpengaruh terhadap brand performance Wuling. Brand signature dan Brand Logo Wuling berpengaruh terhadap awareness of consumers Wuling Awareness of consumer Wuling berpengaruh terhadap brand performance Wuling. Awareness of consumer Wuling berpengaruh terhadap brand attitude Wuling. Brand reputation Wuling berpengaruh terhadap brand performance Wuling. "/" The purpose of this study was to determine the effect of brand signatures, brand logos, brand attitude, awareness of consumers and brand reputation on Wuling's brand performance in Indonesia. The research object used is Wuling Motors in Indonesia. Data in this study were obtained by giving questionnaires to respondents. Respondents used in this study are individuals or individuals who already have vehicles with the Wuling brand and individuals who do not have a vehicle with the Wuling brand, but have an interest in the Wuling brand with 215 people. The type of sample design used is nonprobability purposive sampling where the target population is consumers of Wuling Motors Indonesia, consumers who already have and who do not have a vehicle with the brand Wuling. The analytical method used is Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 3.0 program. The results of the analysis show that all research hypotheses have a significant influence supported. So it can be explained that, Wuling's brand signature influences Wuling's brand attitude Wuling's brand attitude influences Wuling's brand performance. The Wuling logo's brand signature and brand has an effect on awareness of consumers. Wuling's awareness of consumer influences Wuling's brand attitude. Wuling's brand reputation affects Wuling's brand performance.

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