PENGARUH KESADARAN MEREK, CITRA MEREK DAN KOMUNIKASI PEMASARAN TERHADAP EKUITAS MEREK

Ahmad Dwi Nurdiyanto, Mochamad Purnomo

Abstract


Abstract

The brand in a product has a very important role as an identity and differentiator from other products. A brand is said to have equity if it can be recognized and remembered and embedded in the minds of consumers in one product class over other product brands. This study aims to determine the factors that influence brand equity of Herborist products at PT. Victoria Care Indonesia (VCI). This type of research used in this research is explanatory research with a quantitative approach. Samples were taken of 100 respondents from the consumer population of Herborist products. The results showed that both partially and simultaneously brand awareness was obtained, brand image and marketing communications had a significant effect on brand equity. With an influence contribution of 67%.

Keywords : brand awareness, brand image, marketing communications, brand equity


Full Text:

PDF

References


Aaker, D. A. (1996). Measuring brand equity across products and markets. 38(3)

Bintang, J. S. (2017) Pengaruh Komunikasi Pemasaran Terintegrasi Dan Ekuitas Merek Terhadap Loyalitas Nasabah (Studi Pada PT. Bank Sumut Cabang Sidiklang), JOM FISIP.

Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program SPSS, IBM SPSS 23 Update PLS Regresi, ISBN. Semarang

Ghozali, I. J. S. Y. P. (2016). Desain Penelitian Kuantitatif dan Kualitatif untuk Akuntansi, Bisnis, dan ilmu Sosial Lainnya.

Habeahan, A. P. (2019). Pengaruh Komunikasi Pemasaran Terpadu, Citra Merek Dan Kualitas Pelayanan Terhadap Ekuitas Merek Produk Smartphone Samsung Galaxy (Studi Kasus Pada Masyarakat Pondok Labu), Repository UPN Veteran Jakarta.

Kotler, P. and K. L. Keller (2009). Manajemen Pemasaran. Penerjemah: Bob Sabran edisi 13 jilid 2, Jakarta: Erlangga.

Lemy, D. M., Bernarto, I., & Tulung, J. E. (2013). Pengaruh Bauran Komunikasi Pemasaran Jasa Terhadap Proses Pengambilan Keputusan Mahasiswa Memilih Perguruan Tinggi Swasta di Sulawesi Utara. Jurnal Manajemen: Derema

Meylinawati, D. (2014). Pengaruh Citra Merek Dan Sikap Merek Terhadap Ekuitas Handphone Nokia Di Kota Purworejo, Segmen Jurnal Manajemen dan Bisnis.

Muzaqqi, A., Fauzi, A. dan Suyadi, I. (2016). Pengaruh Kesadaran Merek, Kesan Kualitas, Asosiasi Merek Dan Loyalitas Merek Terhadap Ekuitas Merek (Survei Pada Konsumen Pembeli Dan Pengguna Produk Sari Apel Siiplah di Perumahan Saxophone Kecamatan Lowokwaru Kota Malang), Jurnal Administrasi Bisnis, 31(1), hal. 26–34.

Nugroho, S. (2011). Pengaruh advertising spending, dan distribution intensity melalui kesadaran merek, dan citra merek terhadap ekuitas merek McDonald’s di Surabaya, Widya Mandala Catholic University Surabaya.

Nurdiyanto, A. dan Malik, D. (2019). Peran Efektivitas Iklan Dalam Memediasi Daya Tarik Iklan Dan Kredibilitas Celebrity Endorser Terhadap Keputusan Pembelian Sepeda Motor Sport Honda, Prima Ekonomika, 10(1).

Pujotomo, D. dan Putri, R. K. (2015). Analisis Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Dan Loyalitas Merek Terhadap Ekuitas Merek Laptop (Studi Kasus Mahasiswa Universitas Diponegoro Semarang), Prosiding SNST Fakultas Teknik.

Schiffman, L.& L. L. J. J. P. I. Kanuk (2007). Perilaku konsumen edisi kedua.

Sukiarti, H. et al. (2016) Pengaruh Citra Merek, Sikap Merek, Kesadaran Merek Dan Kualitas Merek Terhadap Ekuitas Merek, Hand & Body Lotion Vaseline (Studi Kasus di Kecamatan Pringapus, Kabupaten Semarang) Journal of Management.




DOI: https://doi.org/10.35794/jmbi.v7i3.31443

Refbacks

  • There are currently no refbacks.


View My Stats

index by: 

Google Scholar

 

Portal Garuda 

 

 

 

 Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.