Open AccessPENGARUH PENGALAMAN MEREK DAN CITRA MEREK TERHADAP KEPUASAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS TADULAKO MENGGUNAKAN BEAUTY BALM (BB) CREAM WARDAH
Author(s) -
Agnesia Leonard,
Maskuri Sutomo,
Farid Farid
Publication year - 2018
Publication title -
jurnal ilmu manajemen universitas tadulako
Language(s) - English
Resource type - Journals
ISSN - 2443-3578
DOI - 10.22487/jimut.v4i2.119
Subject(s) - brand image , business administration , nonprobability sampling , psychology , advertising , population , medicine , business , environmental health
The purpose of this research is to know and analyze: (1) the influence of brand experience and brand image simultaneously to the satisfaction of students of Faculty of Economics of Tadulako University using BB Cream Wardah (2) brand experience have partially influence to student's satisfaction and (3) brand image influence partial to student satisfaction. Population in research is student of Faculty of Economics of University of Tadulako which have used BB Cream Wardah product 2-3 times. Sampling technique in this study using purposive sampling, with the number of samples as many as 60 students. Data collection using questionnaires. The analytical method used multiple linear regression analysis using SPSS release 16. The result of research shows that (1) There is influence of brand experience and brand image to the satisfaction of Student of Faculty of Economics of Tadulako University using Beauty Balm (BB) Cream Wardah, (2) There is influence of brand experience to satisfaction of Student of Faculty of Economics of Tadulako University using Beauty Balm (BB) Cream Wardah, (3) There is influence of brand image to the satisfaction of Student of Faculty of Economics of Tadulako University using Beauty Balm (BB) Cream Wardah. Tujuan penelitian ini untuk mengetahui dan menganalisis: (1) pengaruh pengalaman merek dan citra merek secara serempak terhadap kepuasan mahasiswa Fakultas Ekonomi Universitas Tadulako menggunakan BB Cream Wardah (2) pengalaman merek berpengaruh secara parsial terhadap kepuasan mahasiswa dan (3) citra merek berpengaruh secara secara parsial terhadap kepuasan mahasiswa. Jenis penelitian yang digunakan adalah kuantitatif (menunjukan hubungan antar variabel). Populasi dalam penelitian adalah mahasiswa Fakultas Ekonomi Universitas Tadulako yang telah menggunakan produk BB Cream Wardah sebanyak 2-3 kali. Teknik penarikan sampel dalam penelitian ini menggunakan purposive sampling, dengan jumlah sampel sebanyak 60 mahasiswa. Pengambilan data menggunakan kuesioner. Metode analisis yang digunakan analisis regresi linear berganda dengan menggunakan aplikasi SPSS release 16. Hasil penelitian menunjukan bahwa (1) Terdapat pengaruh pengalaman merek dan citra merek terhadap kepuasan Mahasiswa Fakultas Ekonomi Universitas Tadulako menggunakan Beauty Balm (BB) Cream Wardah, (2) Terdapat pengaruh pengalaman merek terhadap kepuasan Mahasiswa Fakultas Ekonomi Universitas Tadulako menggunakan Beauty Balm (BB) Cream Wardah, (3) Terdapat pengaruh citra merek terhadap kepuasan Mahasiswa Fakultas Ekonomi Universitas Tadulako menggunakan Beauty Balm (BB) Cream Wardah.