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ANALISIS PERBANDINGAN BRAND EQUITY H&M DAN UNIQLO Studi Pada Konsumen H&M Dan UNIQLO Di Yogyakarta Berdasarkan PENDAPATA

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ANALISIS PERBANDINGAN BRAND EQUITY H&M DAN UNIQLO Studi Pada Konsumen H&M Dan UNIQLO Di Yogyakarta Berdasarkan PENDAPATA PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ANALISIS PERBANDINGAN BRAND EQUITY H&M DAN UNIQLO Studi pada Konsumen H&M dan UNIQLO di Yogyakarta berdasarkan PENDAPATAN Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Ekonomi Program Studi Manajemen Oleh : Audyrinda Windani NIM : 162214150 PROGRAM STUDI MANAJAMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2019 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ANALISIS PERBANDINGAN BRAND EQUITY H&M DAN UNIQLO Studi pada Konsumen H&M dan UNIQLO di Yogyakarta berdasarkan PENDAPATAN Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Ekonomi Program Studi Manajemen Oleh : Audyrinda Windani NIM : 162214150 PROGRAM STUDI MANAJAMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2019 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI iii ii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MOTTO DAN PERSEMBAHAN Roma 5: 3-4 “ Dan bukan hanya itu saja. Kita malah bermegah juga dalam kesengsaraan kita, karena kita tahu, bahwa kesengsaraan itu menimbulkan ketekunan dan ketekunan menimbulkan tahan uji dan tahan uji menimbulkan pengharapan.” Yeremia 29 : 11 “ Sebab Aku ini mengetahui rancangan-rancangan apa yang ada pada-Ku mengenai kamu, demikianlah firman TUHAN, yaitu rancangan damai sejahtera dan bukan rancangan kecelakaan untuk memberikan kepadamu hari depan yang penuh harapan.” Amsal 3: 5-6 “ Percayalah kepada TUHAN dengan segenap hatimu, dan janglah bersandar kepada pengertianmu sendiri. Akuilah Dia dalam segala lakumu, maka Ia akan meluruskan jalanmu.” “ Stay positive, Work Hard and Make It Happen.” Unknown Skripsi ini dipersembahkan kepada Papa dan Mama Atas segala cinta, perhatian dan pengorbanannya. iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI KATA PENGANTAR Puji syukur dan terima kasih kepada Tuhan Yesus atas karunia dan rahmat-Nya sehingga peneliti dapat menyelesaikan skripsi yang berjudul Analisis Perbandingan Brand Equity H&M dan Uniqlo Studi pada Konsumen H&M dan Uniqlo di Yogyakarta berdasarkan PENDAPATAN. Skripsi ini ditulis sebagai salah satu syarat untuk memperoleh gelar Sarjana Management pada Program Studi Manajemen, Jurusan Manajemen Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta. Penulisan skripsi ini dapat selesai dengan baik berkat bantuan berbagai pihak. Untuk itu peneliti ingin mengucapkan terima kasih kepada : 1. Bapak Tiberius Handono Eko Prabowo, MBA, Ph.D, selaku Dekan Fakultas Ekonomi Universitas Sanata Dharma. 2. Bapak Patrick Vivid Adinata, M.Si, selaku Ketua Program Studi Manajemen, Fakultas Ekonomi, Universitas Sanata Dharma. 3. Ibu Lucia Kurniawati, S.Pd., M.S.M., selaku dosen pembimbing I yang telah senantiasa mengarahkan dan membimbing peneliti sehingga skripsi ini menjadi lebih sempurna. 4. Ibu Fransisca Desiana, S.E., M.M., selaku dosen pembimbing II yang telah senantiasa mengarahkan dan membimbing peneliti sehingga skripsi ini menjadi lebih sempurna. vii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 5. Bapa Fransiskus Xaverius Lameng, Mama Ning Lameng dan Mama tercinta yang selalu memberikan kasih sayang, semangat, dukungan dan doa yang tak terhingga bagiku. Terimakasih juga telah menjadikanku orang yang kuat, dewasa dan bijaksana dalam menyikapi keadaan dan selalu berpesan bahwa hidup untuk Tuhan karena itu selalu menyertakan Tuhan Yesus dalam setiap langkah hidupku. 6. Kakakku, Audinita Larasati tersayang yang selalu mendukung, menyemangatiku disaat aku mulai lelah dan selalu berdoa sehingga aku dapat menyelesaikan skripsi ini. 7. Sahabat-sahabatku tersayang selama masa perkuliahan dari awal semester sampai saat ini, Angie Noverine, Eva Yuniaty, Angellina Bella Nessy, Yolanda Pangaribuan, Oktavianus Harry Putra, Roberto Dipo, dan Rico Susanto yang selalu ada disaat suka maupun duka dan selalu bersama serta mendukung satu sama lain dalam hal apapun. Terimakasih sudah berjuang sama-sama dari awal hingga saat ini, kita hebat. Semoga kita bukan hanya dapat bersahabat melainkan menjadi keluarga yang selalu terus mendukung satu sama lain. Tuhan Yesus senantiasa menyertai langkah hidup kita semua. 8. Birgita Aulia yang sudah senantiasa membantuku, menemaniku dan selalu mendukungku dalam menyelesaikan skripsi ini. Terimakasih untuk segala kebaikan hati yang tulus untukku. viii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR ISI HALAMAN JUDUL ..................................................................... i HALAMAN PERSETUJUAN PEMBIMBING ........................... ii HALAMAN PERSEMBAHAN.................................................... iii LEMBAR PENGESAHAN .... ………………………………….. iv LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI........ v HALAMAN PERNYATAAN KEASLIAN KARYA TULIS ...... vi HALAMAN KATA PENGANTAR ............................................. vii HALAMAN DAFTAR ISI ........................................................... ix HALAMAN DAFTAR TABEL ................................................... xii HALAMAN DAFTAR GAMBAR ............................................... xiii HALAMAN DAFTAR LAMPIRAN ........................................... xiv HALAMAN ABSTRAK ............................................................... xv BAB I PENDAHULUAN ............................................................. 1 A. Latar Belakang .................................................................. 1 B. Rumusan Masalah ............................................................. 6 C. Pembatasan Masalah ......................................................... 6 D. Tujuan Penelitian .............................................................. 6 E. Manfaat Penelitian ............................................................ 7 BAB II KAJIAN PUSTAKA ........................................................ 8 A. Landasan Teoritis .............................................................. 8 1. Manajemen Pemasaran................................................ 8 2. Penadapatan (Uang Saku) ........................................... 9 3. Brand ........................................................................... 10 4. Brand Equity ............................................................... 12 B. Penelitian Sebelumnya ...................................................... 26 C. Kerangka Konseptual Penelitian ....................................... 30 D. Hipotesis ............................................................................ 30 BAB III METODE PENELITIAN................................................ 35 A. Jenis Penelitian .................................................................. 35 B. Waktu dan Lokasi Penelitian ............................................ 35 C. Variabel Penelitian ............................................................ 36 x PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 1. Identifikasi Variabel Penelitian ................................... 36 2. Definisi Variabel Penelitian ........................................ 36 3. Pengukuran Variabel ................................................... 38 D. Populasi dan Sampel ......................................................... 39 E. Unit Analisis...................................................................... 40 F. Teknik Pengambilan Sampel............................................. 41 G. Sumber Data ...................................................................... 41 H. Teknik Pengumpulan Data ................................................ 41 I. Teknik Pengujian Instrumen ............................................. 43 J. Teknik Analisis Data ......................................................... 44 BAB IV GAMBARAN UMUM PERUSAHAAN ....................... 51 A. H&M ................................................................................. 51 1. Sejarah Perusahaan H&M ........................................... 51 2. E-commerce H&M ...................................................... 54 3. H&M memulai platform E-commerce khusus di Indonesia 55 4. Dukung bisnis online-offline, H&M akuisisi saham ... 56 5. H&M Grup .................................................................. 56 6. Organisasi dan Manajemen H&M .............................. 61 7. Pasar per merek yang ada di H&M grup ..................... 63 8. Ringkasan keuangan 5 tahun perusahaan H&M ......... 64 9. Nilai-niali yang menjadi pedoman perusahaan H&M 65 B. Uniqlo ............................................................................... 68 1. Sejarah Perusahaan Uniqlo ......................................... 68 2. Perkembangan e-commerce Uniqlo ............................ 69 3. Memanfaatkan e-commerce dan sinergi toko ............. 71 4. Perencanaan dan produksi Uniqlo ............................... 72 5. Pengendalian persediaan dan pemasaran Uniqlo ........ 75 6. Keuangan Uniqlo Internasional................................... 76 7. Uniqlo grup ................................................................. 80 BAB V ANALISIS DATA DAN PEMBAHASAN ..................... 82 A. Teknik Pengujian Instrumen ............................................. 82 B. Analisis Data ..................................................................... 85 C. Pembahasan ....................................................................... 112 BAB VI KESIMPULAN, SARAN, DAN KETERBATASAN ... 116 A. Kesimpulan ....................................................................... 116 B. Saran .................................................................................
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