Pengaruh Otsuka Factory Visit terhadap Brand Image di Mata Konsumen

Abstract

ABSTRAK MUCHAMMAD GOFARUL ABIDIN. Pengaruh Otsuka Factory Visit terhadap Brand Image di Mata Konsumen. Dibimbing oleh SOFYAN SJAF dan BADAR MUHAMMAD. Penelitian ini bertujuan untuk mengetahui pengaruh Otsuka Factory Visit terhadap brand image di mata konsumen. Metode yang digunakan dalam penelitian ini adalah deskriptif kuantitatif dengan jumlah responden sebanyak 398 yang didapat menggunakan teknik random sampling kepada peserta kegiatan Otsuka Factory Visit. Variabel independen dalam penelitian ini terdiri dari karakteristik personal dan Otsuka Factory Visit, sedangkan variabel dependen adalah brand image. Hasil analisis menunjukkan bahwa kedua variabel independen berpengaruh secara signifikan terhadap brand image, dengan nilai signifikansi X1 sebesar 0,021 dan X2 sebesar < 0,001. Nilai koefisien determinasi (R Square) sebesar 0,620 menunjukkan bahwa 62% pengaruh brand image dapat dibentuk melalui karakteristik personal dan kegiatan Otsuka Factory Visit, sementara sisanya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Hasil variabel Otsuka Factory Visit memiliki pengaruh paling dominan terhadap brand image konsumen dengan nilai standardized beta sebesar 0,784. Hasil penelitian ini dapat disimpulkan bahwa kegiatan Otsuka Factory Visit terbukti menjadi strategi yang efektif dalam mempengaruhi brand image yang positif di benak konsumen melalui pengalaman langsung yang diberikan selama kegiatan Otsuka Factory Visit. Kata kunci: brand image, experiential marketing, karakteristik personal, otsuka factory visit

ABSTRACT MUCHAMMAD GOFARUL ABIDIN. The Influence of Otsuka Factory Visits on Brand Image in the Eyes of Consumers. Supervised by SOFYAN SJAF and BADAR MUHAMMAD. This study aims to determine the effect of Otsuka Factory Visit on brand image in the eyes of consumers. The method used in this study is quantitative descriptive with 398 respondents obtained using random sampling techniques from participants of the Otsuka Factory Visit activity. The independent variables in this study consist of personal characteristics and the Otsuka Factory Visit, while the dependent variable is brand image. The analysis results indicate that both independent variables significantly influence brand image, with a significance value of X1 at 0.021 and X2 at <0.001. The coefficient of determination (R Square) value of 0.620 indicates that 62% of the influence on brand image can be formed through personal characteristics and the Otsuka Factory Visit activity, while the remainder is influenced by other factors not examined in this study. The results of the Otsuka Factory Visit variable have the most dominant influence on improving consumer brand image with a standardized beta value of 0.784. The results of this study can be concluded that the Otsuka Factory Visit activity has proven to be an effective strategy in influencing positive brand image in the minds of consumers through the direct experience provided during the Otsuka Factory Visit activity. Keywords: brand image, experiential marketing, Otsuka factory visit, personal characteristics