i 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
ii 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
