PENGARUH BRAND AWARENESS, PERCEIVED QUALITY OF BRAND, BRAND ASSOCIATION, BRAND LOYALTY, DAN BRAND IMAGE TERHADAP BRAND EQUITY ERIGO MENURUT MAHASISWA DI SURABAYA
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brand equity, brand equity dimensions, under-graduate student, local brand
Abstract
Tujuan penelitian ini adalah untuk menguji efek dari brand awareness, perceived quality of brand, brand association, brand loyalty, dan brand image terhadap brand equity Erigo pada mahasiswa di Surabaya.Data yang diambil dari 215 mahasiswa dianalisis dengan menggunakan Structural Equation Model (SEM) dengan program Statistical Package for Social Sciences (SPSS) versi 18 dan Lisrel versi 8.7. Responden secara acak diambil dari mahasiswa aktif di berbagai universitas di Kota Surabaya, Indonesia.Berdasarkan hasil pengujian, ditemukan bahwa semua variabel memiliki hubungan yang positif dan pengaruh yang signifikan terhadap brand equity. Oleh karena itu, dapat disimpulkan bahwa semua hipotesis terdukung. Dalam penelitian ini, brand association adalah faktor yang paling memiliki pengaruh dominan terhadap brand equity Erigo.Dampak dari hasil penelitian ini dapat membantu perusahaan selaku produsen merek Erigo menciptakan strategi untuk meningkatkan brand equity mereka dalam rangka mendapatkan keunggulan kompetitif dan memperluas pasar, khususnya di antara mahasiswa.
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References
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Aaker, David A., 1996, Measuring Brand Equity Across Products And Market, California Management Review, Vol. 38 No. 3: 102-120.
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Chan, Kara, Yu Leung Ng, and Edwin K. Luk, 2013, Impact Of Celebrity Endorsement In Advertising On Brand Image Among Chinese Adolescents, Young Consumers, Vol. 14 No. 2: 167-179.
Chung, Jee Young, Jaesub Lee, and Robert L. Heath, 2013, Public Relations Aspects Of Brand Attitudes And Customer Activity, Public Relations Review, Vol. 39 No. 5: 432-439.
Cretu, Anca E. and Roderick J. Brodie, 2007, The Influence Of Brand Image And Company Reputation Where Manufacturers Market To Small Firms: A Customer Value Perspective, Industrial Marketing Management, Vol. 36 No. 2: 230-240.
Durianto, Darmadi, Sugiarto, and Tony Sitinjak, 2001, Strategi Menaklukkan Pasar Melalui Riset Ekuitas and Perilaku Merek, Jakarta: Gramedia Pustaka Utama.
Emari, Hossien, Ali Jafari, and Mehdi Mogaddam, 2012, The Mediatory Impact Of Brand Loyalty And Brand Image On Brand Equity, African Journal Of Business Management, Vol. 6 No. 17: 5592-5701.
Erenkol, Dr. H. Anil Degermen and Adnan Duygun, 2010, Customer’s Perceived Brand Equity And A Research On The Customers Of Bellona Which Is A Turkish Furniture Brand, The Journal Of American Academy Of Business, Cambridge, Vol. 16 No. 1: 93-109.
Faircloth, James B., Louis M. Capella, and Bruce L. Alford, 2001, The Effect Of Brand Attitude And Brand Image On Brand Equity, Journal Of Marketing Theory And Practice, Vol. 9 No. 3: 61-75.
Fleck, Nathalie, Michael Korchia, and Isabelle Le Roy, 2012, Celebrities In Advertising: Looking For Congruence Or Likability, Psychology & Marketing, Vol. 29 No. 9: 651-662.
Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson, 2010, Multivariate Data Analysis 7th Edition, New Jersey: Pearson Education Inc.
Hsieh, An‐Tien and Chung‐Kai Li, 2008, The Moderating Effect Of Brand Image On Public Relations Perception And Customer Loyalty, Marketing Intelligence & Planning, Vol. 26 No. 1: 26-42.
Huang, Rong and Emine Sarigollu, 2011, How Brand Awareness Relates To Market Outcome, Brand Equity, And The Marketing Mix, Journal Of Business Research, Vol. 65 No. 1: 92-99.
Huang, Ying and Patricia Huddleston, 2009, Retailer Premium Own-Brands: Creating Customer Loyalty Through Own-Brand Products Advantage, International Journal Of Retail & Distribution Management, Vol. 40 No. 7: 528-543.
Jacob, S. M. and B. Isaac, 2008, The Mobile Devices And Its Mobile Learning Usage Analysis, Proceedings Of The International MultiConference Of Engineers And Computer Scientists, Vol. 1: 19-21.
Jung, Jahee and Eunyoung Sung, 2008, Consumer-Based Brand Equity:Comparisons Among Americans And South Koreans In The USA And South Koreans In Korea, Journal Of Fashion Marketing And Management, Vol. 12 No. 1: 24-35.
Keller, Kevin Lane, 1993, Conceptualizing, Measuring, And Managing Customer-Based Brand Equity, Journal Of Marketing, Vol. 57 No. 1: 1-22.
Aaker, David A., 1996, Measuring Brand Equity Across Products And Market, California Management Review, Vol. 38 No. 3: 102-120.
Atilgan, Eda, Safak Aksoy, and Serkan Akinci, 2005, Determinants Of The Brand Equity: A Verification Approach In The Beverage Industry In Turkey, Marketing Intelligence & Planning, Vol. 23 No. 3: 237-248.
Binninger, Anne-Sophie, 2008, Exploring The Relationships Between Retail Brands And Consumer Store Loyalty, International Journal Of Retail & Distribution Management, Vol. 36 No. 2: 94-110.
Bowen, John T. and Stowe Shoemaker, 1998, Loyalty: A Strategic commitment, Cornell Hotel and Restaurant Administration Quarterly, Vol. 39 No. 1: 12-25
Buil, Isabel, Leslie de Chernatony, and Eva Martinez, 2013, Examining The Role Of Advertising And Sales Promotions In Brand Equity Creation, Journal Of Business Research, Vol. 66 No. 1: 115-122.
Chan, Kara, Yu Leung Ng, and Edwin K. Luk, 2013, Impact Of Celebrity Endorsement In Advertising On Brand Image Among Chinese Adolescents, Young Consumers, Vol. 14 No. 2: 167-179.
Chung, Jee Young, Jaesub Lee, and Robert L. Heath, 2013, Public Relations Aspects Of Brand Attitudes And Customer Activity, Public Relations Review, Vol. 39 No. 5: 432-439.
Cretu, Anca E. and Roderick J. Brodie, 2007, The Influence Of Brand Image And Company Reputation Where Manufacturers Market To Small Firms: A Customer Value Perspective, Industrial Marketing Management, Vol. 36 No. 2: 230-240.
Durianto, Darmadi, Sugiarto, and Tony Sitinjak, 2001, Strategi Menaklukkan Pasar Melalui Riset Ekuitas and Perilaku Merek, Jakarta: Gramedia Pustaka Utama.
Emari, Hossien, Ali Jafari, and Mehdi Mogaddam, 2012, The Mediatory Impact Of Brand Loyalty And Brand Image On Brand Equity, African Journal Of Business Management, Vol. 6 No. 17: 5592-5701.
Erenkol, Dr. H. Anil Degermen and Adnan Duygun, 2010, Customer’s Perceived Brand Equity And A Research On The Customers Of Bellona Which Is A Turkish Furniture Brand, The Journal Of American Academy Of Business, Cambridge, Vol. 16 No. 1: 93-109.
Faircloth, James B., Louis M. Capella, and Bruce L. Alford, 2001, The Effect Of Brand Attitude And Brand Image On Brand Equity, Journal Of Marketing Theory And Practice, Vol. 9 No. 3: 61-75.
Fleck, Nathalie, Michael Korchia, and Isabelle Le Roy, 2012, Celebrities In Advertising: Looking For Congruence Or Likability, Psychology & Marketing, Vol. 29 No. 9: 651-662.
Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson, 2010, Multivariate Data Analysis 7th Edition, New Jersey: Pearson Education Inc.
Hsieh, An‐Tien and Chung‐Kai Li, 2008, The Moderating Effect Of Brand Image On Public Relations Perception And Customer Loyalty, Marketing Intelligence & Planning, Vol. 26 No. 1: 26-42.
Huang, Rong and Emine Sarigollu, 2011, How Brand Awareness Relates To Market Outcome, Brand Equity, And The Marketing Mix, Journal Of Business Research, Vol. 65 No. 1: 92-99.
Huang, Ying and Patricia Huddleston, 2009, Retailer Premium Own-Brands: Creating Customer Loyalty Through Own-Brand Products Advantage, International Journal Of Retail & Distribution Management, Vol. 40 No. 7: 528-543.
Jacob, S. M. and B. Isaac, 2008, The Mobile Devices And Its Mobile Learning Usage Analysis, Proceedings Of The International MultiConference Of Engineers And Computer Scientists, Vol. 1: 19-21.
Jung, Jahee and Eunyoung Sung, 2008, Consumer-Based Brand Equity:Comparisons Among Americans And South Koreans In The USA And South Koreans In Korea, Journal Of Fashion Marketing And Management, Vol. 12 No. 1: 24-35.
Keller, Kevin Lane, 1993, Conceptualizing, Measuring, And Managing Customer-Based Brand Equity, Journal Of Marketing, Vol. 57 No. 1: 1-22.
Published
2017-09-01
Section
Bidang Manajemen (M)
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