PENGARUH SPOKES-CHARACTER TERHADAP KOMPONEN BRAND EQUITY ALFAMART DI SURABAYA
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Keywords:
Spokes-Character, Brand Awareness/Association, Perceived Quality, Brand Loyalty, Likability, Expertise, Relevance
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis dimensi likability, expertise, dan relevance dalam merefleksikan spokes-characterserta menganalis pengaruh spokes-character terhadap komponen brand equaity yaitu brand awareness/association, perceived quality dan brand loyalty terhadap merek Alfamart di Surabaya. Pengolahan data dilakukan dengan menggunakan IBM SPSS Statistics 22 dan Lisrel 8.70. Teknik pengambilan sampel yang digunakan yaitu non-probability sampling dengan teknik purposive sampling. Jumlah sampel yang digunakan dalam penelitian yaitu 153 responden yang telah memenuhi karakteristik populasi. Hasil penelitian ini menunjukkan likability, expertise dan relevanvce merefleksikan spokes-character dan adanya pengaruh spokes-character terhadap brand awareness/association dan perceived quality, serta pengaruh perceived quality terhadap brand loyalty. Selain itu, pada penelitan ini juga terdapat bahwa brand awareness/association tidak berpengaruh terhadap brand loyalty.
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References
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Beristain, J.J. dan P. Zorrilla, 2011, The relationship between store image and store brand equity: a conceptual framework and evidence from hypermarkets, Journal of Retailing and Consumer Services, Vol. 18 No. 6, pp. 562-574.
Brakus, J.J., B.H. Schmitt, dan L. Zarantonello, 2009, Brand experience: what is it? How is it measured? Does it affect loyalty?, Journal of Marketing, Vol. 73 No. 3, pp. 52-68.
Callcott, M.F. dan W.N. Lee, 1994, A content analysis of animation and animated spokescharacters in television commercials, Journal of Advertising, Vol. 23 No. 4, pp. 1-12.
Callcott, M.F. dan B. Phillips, 1996, Observations: elves make good cookies: creating likable spokes-character advertising, Journal of Advertising Research, Vol. 36 No. 5, pp. 73-79.
Chang, E. 2014, Influences of the spokes-character on brand equity antecedents, Journal of Marketing and Logistics, Vol. 26 No. 3, pp. 494 - 515
Cobb-Walgren, C., C. Rubble, dan N. Donthu, 1995, Brand equity, brand preference, and purchase intent, Journal of Advertising, Vol. 24 No. 3, pp. 25-40.
Dewi, T.S. Rahayu, S. Kumar, Analisa faktor yang mempengaruhi efektifitas iklan dan implikasinya terhadap minat beli produk Ponds di Bekasi, Jurnal Administrasi Bisnis.
Folse, J., A., Garretson, R.G. Netemeyer, and S. Burton, 2012, Spokes characters: how the personality traits of sincerity, excitement, and competence help to build equity, Journal of Advertising, Vol. 41 No. 1, pp. 17-34.
Garretson, J. dan R. Niedrich, 2004, Spokes-characters: creating character trust and positive brand attitudes, Journal of Advertising, Vol. 33 No. 2, pp. 25-36.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E., 1998, Multivariate Data Analysis Fifth Edition, Prentice Hall: New Jersey.
Jara, M. dan G. Cliquet, 2012, Retail brand equity: conceptualization and measurement, Journal of Retailing and Consumer Services, Vol. 19 No. 1, pp. 140-149.
Kaynak, E., G.G. Salman, dan E. Tatoglu, 2008, An integrative framework linking brand associations and brand loyalty in professional sports, Jurnal of Brand Management, Vol. 15 No. 5, pp. 336-357.
Keller, K, 1993, Conceptualizing, measuring, and managing customer- based brand equity, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
Keller, K. dan D. Lehmann, 2006, Brands and branding: research findings and future priorities, Journal of Marketing Science, Vol. 25 No. 6, pp. 740-759.
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LeBel, J. dan N. Cooke, 2008, Branded food spokescharacters: consumers’ contributions to the narrative of commerce, Journal of Product & Brand Management, Vol. 17 No. 3, pp. 143-153.
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Pappu, R. dan P. Quester, 2006, Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands, Journal of Product and Brand Management, Vol. 15 No. 1, pp. 4-15.
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Rigaux-Bricmont, B, 1982, Influences of Brand Name and Packaging on Perceived Quality", Journal of Consumer Research, Vol 9, pp 472- 477.
Scott, L.M. dan R. Batra, 2003, Persuasive Imagery: A consumer Response perspective, American Communication Journal, Vol 6.
Veloutsou, C., 2015, Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationship, Journal of Consumer Marketing, Vol.32 Iss 6, hal 405-421.
Villarejo-Ramos, A. dan M. Sanchez-Franco, 2005, The impact of marketing communication and price promotion on brand equity, Journal of Brand Management, Vol. 12 No. 6, pp. 431-444.
Widjoyo, C., 2004, Aplikasi Spokes-character dalam kaitan dengan merek produk, Journal of design, Vol 6 No.2, hal 183-196.
Yang, Z. dan R. Peterson, 2004, Customer perceived value, satisfaction, and loyalty: the role of switching costs, Journal of Psychology & Marketing, Vol. 21 No. 10, pp. 799-822.
Yoo, B., N. Donthu, dan S. Lee, 2000, An examination of selected marketing mix elements and brand equity, Journal of Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211.
Yoo, B., N. Donthu, dan S. Lee, 2001, Developing and validating a multidimensional consumer based brand equity scale, Journal of Business Research, Vol. 52 No. 1, pp. 1-14.
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www.books.google.co.id/books?id=xs9LVskwDjsC&pg=PA11&dq=skala+ interval&hl=id&sa=X&redir_esc=y#v=onepage&q=skala%20interval&f=fa lse diakses pada tanggal 5 Desember 2016
www.eurekapendidikan.com/2015/09/definisi-sampling-dan-teknik- sampling.html/m=1 diakses pada tanggal 5 Desember 2016
www.indomaret.co.id/korporat/seputar-indomaret/peduli-dan- berbagi/2014/01/16/pemasaran-dan-promosi/ diakses pada tanggal 12 Mei 2017
www.kompasiana.com/ajansaparjan/albi-sidomar-dan- kojib_5519f6578133111d7c9de114 diakses pada tanggal 25 April 2017
www.lensaindonesia.com/2015/02/24/ratusan-minimarket-di-surabaya- ternyata-tak-berijin.html diakses pada tanggal 1 April 2017
www.marketing.co.id/brand-switching-analysis-dalam-industri-ritel- modern/ diunduh pada tanggal 21 Desember 2016
www.minimarketrak.com/blog/potensi-bisnis-minimarket/ diunduh pada tanggal 2 April 2016
www.scribd.com/doc/162685921/usia-menurut-depkes diakses pada tanggal 5 Desember 2016
Bamert, T. dan H. Wehrli, 2005, Service quality as an important dimension of brand equity in Swiss service industries, Journal of Managing Service Quality, Vol. 15 No. 2, pp. 132-141.
Beristain, J.J. dan P. Zorrilla, 2011, The relationship between store image and store brand equity: a conceptual framework and evidence from hypermarkets, Journal of Retailing and Consumer Services, Vol. 18 No. 6, pp. 562-574.
Brakus, J.J., B.H. Schmitt, dan L. Zarantonello, 2009, Brand experience: what is it? How is it measured? Does it affect loyalty?, Journal of Marketing, Vol. 73 No. 3, pp. 52-68.
Callcott, M.F. dan W.N. Lee, 1994, A content analysis of animation and animated spokescharacters in television commercials, Journal of Advertising, Vol. 23 No. 4, pp. 1-12.
Callcott, M.F. dan B. Phillips, 1996, Observations: elves make good cookies: creating likable spokes-character advertising, Journal of Advertising Research, Vol. 36 No. 5, pp. 73-79.
Chang, E. 2014, Influences of the spokes-character on brand equity antecedents, Journal of Marketing and Logistics, Vol. 26 No. 3, pp. 494 - 515
Cobb-Walgren, C., C. Rubble, dan N. Donthu, 1995, Brand equity, brand preference, and purchase intent, Journal of Advertising, Vol. 24 No. 3, pp. 25-40.
Dewi, T.S. Rahayu, S. Kumar, Analisa faktor yang mempengaruhi efektifitas iklan dan implikasinya terhadap minat beli produk Ponds di Bekasi, Jurnal Administrasi Bisnis.
Folse, J., A., Garretson, R.G. Netemeyer, and S. Burton, 2012, Spokes characters: how the personality traits of sincerity, excitement, and competence help to build equity, Journal of Advertising, Vol. 41 No. 1, pp. 17-34.
Garretson, J. dan R. Niedrich, 2004, Spokes-characters: creating character trust and positive brand attitudes, Journal of Advertising, Vol. 33 No. 2, pp. 25-36.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E., 1998, Multivariate Data Analysis Fifth Edition, Prentice Hall: New Jersey.
Jara, M. dan G. Cliquet, 2012, Retail brand equity: conceptualization and measurement, Journal of Retailing and Consumer Services, Vol. 19 No. 1, pp. 140-149.
Kaynak, E., G.G. Salman, dan E. Tatoglu, 2008, An integrative framework linking brand associations and brand loyalty in professional sports, Jurnal of Brand Management, Vol. 15 No. 5, pp. 336-357.
Keller, K, 1993, Conceptualizing, measuring, and managing customer- based brand equity, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
Keller, K. dan D. Lehmann, 2006, Brands and branding: research findings and future priorities, Journal of Marketing Science, Vol. 25 No. 6, pp. 740-759.
Kirmani, A. dan A.R. Rao, 2000, No pain, no gain:A critical review of the litelature on signaling unobservable product quality, Journal of Marketing, Vol 64, hal 66-79.
LeBel, J. dan N. Cooke, 2008, Branded food spokescharacters: consumers’ contributions to the narrative of commerce, Journal of Product & Brand Management, Vol. 17 No. 3, pp. 143-153.
Maiyanti, S.I., O. Dwipurwani, A. Desiani, dan R. Aprianah, 2008, Aplikasi Analisis Faktor Konfirmantori untuk Mengetahui Hubungan Perubah Indikator dengan Perubah Laten yang Mempengaruhi Prestasi Mahasiswa di Jurusan Matematika FMIPA UNSRI, Vol 12: 15-30.
Pappu, R. dan P. Quester, 2006, Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands, Journal of Product and Brand Management, Vol. 15 No. 1, pp. 4-15.
Pramono, T, 2016, statistik kesejahteraan rakyat provinsi Jawa Timur tahun 2015, Badan Pusat Statistik Provinsi Jawa Timur.
Rigaux-Bricmont, B, 1982, Influences of Brand Name and Packaging on Perceived Quality", Journal of Consumer Research, Vol 9, pp 472- 477.
Scott, L.M. dan R. Batra, 2003, Persuasive Imagery: A consumer Response perspective, American Communication Journal, Vol 6.
Veloutsou, C., 2015, Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationship, Journal of Consumer Marketing, Vol.32 Iss 6, hal 405-421.
Villarejo-Ramos, A. dan M. Sanchez-Franco, 2005, The impact of marketing communication and price promotion on brand equity, Journal of Brand Management, Vol. 12 No. 6, pp. 431-444.
Widjoyo, C., 2004, Aplikasi Spokes-character dalam kaitan dengan merek produk, Journal of design, Vol 6 No.2, hal 183-196.
Yang, Z. dan R. Peterson, 2004, Customer perceived value, satisfaction, and loyalty: the role of switching costs, Journal of Psychology & Marketing, Vol. 21 No. 10, pp. 799-822.
Yoo, B., N. Donthu, dan S. Lee, 2000, An examination of selected marketing mix elements and brand equity, Journal of Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211.
Yoo, B., N. Donthu, dan S. Lee, 2001, Developing and validating a multidimensional consumer based brand equity scale, Journal of Business Research, Vol. 52 No. 1, pp. 1-14.
http://davidakenny.net/cm/fit.htm diakses pada tanggal 10 Juni 2017
www.books.google.co.id/books?id=NOkOS2V7vVcC&pg=PA110&dq=kel ebihan+kuesioner&hl=en&sa=X&ved=0ahUKEwiFgKyhm- fPAhUC9mMKHazvALgQuwUIHzAC#v=onepage&q=kelebihan%20kuesi oner&f=false diakses pada tanggal 5 Desember 2016
www.books.google.co.id/books?id=xs9LVskwDjsC&pg=PA11&dq=skala+ interval&hl=id&sa=X&redir_esc=y#v=onepage&q=skala%20interval&f=fa lse diakses pada tanggal 5 Desember 2016
www.eurekapendidikan.com/2015/09/definisi-sampling-dan-teknik- sampling.html/m=1 diakses pada tanggal 5 Desember 2016
www.indomaret.co.id/korporat/seputar-indomaret/peduli-dan- berbagi/2014/01/16/pemasaran-dan-promosi/ diakses pada tanggal 12 Mei 2017
www.kompasiana.com/ajansaparjan/albi-sidomar-dan- kojib_5519f6578133111d7c9de114 diakses pada tanggal 25 April 2017
www.lensaindonesia.com/2015/02/24/ratusan-minimarket-di-surabaya- ternyata-tak-berijin.html diakses pada tanggal 1 April 2017
www.marketing.co.id/brand-switching-analysis-dalam-industri-ritel- modern/ diunduh pada tanggal 21 Desember 2016
www.minimarketrak.com/blog/potensi-bisnis-minimarket/ diunduh pada tanggal 2 April 2016
www.scribd.com/doc/162685921/usia-menurut-depkes diakses pada tanggal 5 Desember 2016
Published
2018-03-01
Section
Bidang Manajemen (M)
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