HUBUNGAN ANTARA COUNTRY OF ORIGIN, WORD OF MOUTH, BRAND EQUITY DIMENSIONS, DAN BRAND DEQUITY

  • Tan Gracia Octaviani Sudono Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika, Universitas Surabaya
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Keywords: Country of origin, Word of mouth, Dimension of brand equity, Brand equity

Abstract

Penelitian ini bertujuan untuk membuktikan adanya pengaruh antara Country of Origin, Word of mouth, Brand Equity dimensions, dan Brand Equity pada konsumen Toyota di Surabaya. Jenis penelitian yang digunakan adalah basic research dengan tujuan causal dan pendekatan penelitian kuantitatif. Penelitian ini menggunakan pendekatan kuota sampling yang merupakan teknik pengambilan sampel berdasarkan karakteristik kontrol yang sesuai dengan responden yang diinginkan dan mementukan jumlah kuota agar memenuhi syarat minimal untuk melakukan analisis. Adapun karakteristik kontrol yang ditetapkan adalah responden menggunakan mobil Toyota dan berusia 20-70 tahun. Responden yang digunakan dalam penelitian ini berjumlah 280 orang. Analisis dalam penelitian ini adalah SEM (Structural Equation Modeling) dan kemudian diolah dengan menggunakan software SPSS versi 20.0 for windows dan juga AMOS versi 21.0 for windows yang digunakan untuk pengujian Measurement Model dan Structural Model. Hasil penelitian menunjukkan adanya pengaruh negatif antara brand awareness terhadap brand equity, pengaruh positif antara brand association, perceived quality,dan brand loyalty terhadap brand equity, serta pengaruh positif antara country of origin terhadap brand awareness, brand association, perceived quality, brand loyalty, dan pengaruh positif antara word of mouth terhadap brand awareness, brand association, perceived quality, brand loyalty.

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Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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