Pengaruh Pengalaman, Kesadaran, Keterikatan, dan Kualitas Hubungan Merek Terhadap Resonansi Merek pada SIM Card
DOI:
https://doi.org/10.56393/aktiva.v1i1.34Keywords:
Pengalaman Merek, Kesadaran Merek, Keterikatan Merek, Resonansi MerekAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman merek, kesadaran merek, keterikatan merek, dan kualitas hubungan merek terhadap resonansi merek. Populasi yang digunakan dalam penelitian ini adalah konsumen produk sim card merek Telkomsel yang berada di Daerah Istimewa Yogyakarta. Penelitian ini menggunakan 120 sampel penelitian. Metode yang digunakan untuk mengumpulkan sampel penelitian adalah purposive sampling. Analisis data dalam penelitian ini menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian diketahui persamaan regresi linier berganda sebagai berikut: Y = 0.365 + 0.020 X1 + 0.156X2 + 0.393 X3 + 0.359 X4. Berdasarkan hail uji t menunjukkan bahwa pengalaman merek tidak berpengaruh signifikan terhadap variabel dependen resonansi merek. Hasil uji F menunjukkan bahwa pengalaman merek, kesadaran merek,keterikatan merek, dan kualitas hubungan merek berpengaruh secara simultan terhadap resonansi merek dengan nilai fhitung sebesar 82,504 dengan nilai sig 0.000 (<0.05). sementara itu nilai R square sebesar 0.742 yang artinya 74,2% resonansi merek sim card Telkomsel dapat dijelaskan dengan pengalaman merek, kesadaran merek, keterikatan merek, dan kualitas hubungan merek.
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