PENGARUH BRAND IMAGE DAN EKUITAS MEREK TERHADAP PERILAKU KONSUMEN PENGGUNA JASA TRANSPORTASI KERETA API JENGGALA

ABSTRACT Pradita, Ananda Wendy Henggar, 2018. Influence Brand Image and Brand Equity To Consumer Behavior Users Of Transportation Service KA Jenggala. Thesis, Study Program Of Marketing Management, Faculty Of Economy, Universitas Islam Majapahit (UNIM). Advisor I : Budi Utami, SE., MM Advisor II : M. Syamsul Hidayat, SE., MM This research aims to know the influence between brand image and brand equity to the consumer behavior users of transportation service KA Jenggala with the destination of Mojokerto – Sidoarjo. Research design is descriptive with quantitative approach. The sampling technique that used in this research is nonprobability sampling. Sampling method that used is purposive sampling and accidental sampling. The population in this research is people that ever be the passenger of KA Jenggala. From the population can take the sample 100 respondent. The data was collected using questionnaires that share to the passengers. The analyzed method using multiple linear regression analysis with using the F test and t test as hypothesis examination. The data processing done with SPSS application version 22. The regression equation obtained is Y = 0,873 + 0,432X1 + 0,134X2. The result of this research shows that there are influence between brand image and brand equity to the consumer behavior users of transportation service KA Jenggala. The result from processing by SPSS version 22 shows that all off variable is a positive and significant. Keywords : Brand Image, Brand Equity, Consumer Behavior, Kereta Api Jenggal