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
Abstract Views: 156 times
PDF - FULL TEXT Downloads: 160 times
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.

Downloads

Download data is not yet available.

References

Aaker, D.A., 1991, Managing Brand Equity: Capitalizing on The Value of a Brand Name, Macmillan, New York, NY.

Aghaei Mohammad, Elham Vahedi, Mohammad S. Kahreh, dan Mahdi Pirooz, 2014, an Examination of the Relationship Between Services Marketing Mix and Brand Equity Dimensions, Journal of Social and Behavioral Sciences.

Aqueveque Claudio, 2015, The Influence of Experts’ Positive Word of Mouth on a Wine’s Perceived Quality and Value the Moderator Role of Consumer’s Expertise, Journal of Wine Research.

Balaji M.S., 2009, Measuring Brand Equity An Exploratory Study to Investigate Interrelations Among the Brand Equity Dimension, Journal of the Academy of Marketing Science.

Boonghee Yoo, Naveen Donthu, dan Sungho Lee., 2000, An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science.

Hair Joseph, William C. Black, Barry J. Babin, dan Rolph E. Anderson, 2014, Multivariate Data Analysis, Pearson Education Limited.

Hanaysha Jalal, 2016, Examining the Link Between Word of Mouth and Brand Equity a Study on International Fast Food Restaurants in Malaysia, Journal of Economic and Social Society.

Huang Rong dan Emine Sarigollu, 2012, How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix, Journal of Bussiness Research.

Istiana Erna, 2015, Country of Origin Image and It’s Impact on Brand Associatio, Peceived Quality, and Brand Loyalty, Journal of Marketing and Consumer Research.

Kotler dan Keller, 2015, Marketing Management, 15th Edition, Pearson.

Lo Hsi, 2012, Does Word of Mouth Effect Really Matter the Case of Chinese Tourist Travel Experience in Taiwan, Journal of Bussiness Research.
Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

Creative Commons License

  • Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.