This thesis investigates the influence of brand equity elements towards
value retention percentage in the context Daihatsu Xenia and Toyota Avanza.
This research is done in order to solve the disparity problem between the resale
value of Daihatsu Xenia and Toyota Avanza which is believed to cause disparity
in sales volumes between them. Brand equity elements concept used in this
research is based on that of Aaker (1991) which consists of brand awareness,
brand associations, perceived quality and brand loyalty. Questionnaire survey
was employed as the mean for data gathering and purposive judgment is used as
the sampling method. The data is based on 106 respondents who are selected due
to their fit towards the characteristics of Daihatsu Xenia and Toyota Avanza
potential customers. The causality study in this researchisconductedbyusing
multiple regression as the analytical method. The analysis points out that brand
equity elements, as a unity, do affect value retention percentage. However, only
brand associations and perceived quality are proven to be statistically significant
in influencing value retention percentage. The regression model indicates that
Daihatsu Xenia and Toyota Avanza brand equity elements can explain 46.2%
variability in their respective value retention percentages
Author
• (34405005) RONY KRISTIANTO
Contributor
• (98-058) Tessa Vanina Soetanto
• (98-037) Ricky
Publisher
Universitas Kristen Petra
Year : 2009
Keyword
brand equity, value retention percentage, resale value, Daihatsu, Xenia, Toyota Avanza
Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Language
English
Rights
Undergraduate Thesis No. 34010019/MAN/2009; Rony Kristianto (34405005)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
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