ANALISIS ASOSIASI MEREK TERHADAP RESPON KONSUMEN PADA MEREK HEDONIK DAN MEREK UTILITARIAN
Abaharis, Henryanto, Adv.: Prof. Dr. Basu Swastha Dh., MBA
ANALISIS ASOSIASI MEREK TERHADAP RESPON KONSUMEN PADA MEREK HEDONIK DAN MEREK UTILITARIAN
Diajukan oleh:
Henryanto Abaharis 937811Y-31 1820/02
Penelitian ini bertujuan untuk menguji pengaruh asosiasi merek terhadap terespon konsumen pada merek hedonik dan merek utilitarian. Khususnya mengenai bagaimana pengaruh dimensi fungsi merek (fungsi garansi, fungsi identifikasi personal, fungsi identifikasi sosial dan fungsi status) terhadap respon konsumen (perluasan merek, keinginan konsumen untuk merekomendasikan merek dan keinginan konsumen untuk memebayar dengan harga premium). Model penelitian ini merupakan pengembangan model yang dikemukakan oleh Bele'n del Rio el uf .. (2001) dalam artikelnya yang berjudul “The effects of brand functions on consumer response."
Subjek penelitian ini adalah 193 mahasiswa penggunakan merek hedonik dan 197 mahasiwa penggunakan merek utilitarian yang berada di Daerah Istimewa Yogyakarta (DIY).
THE ANALYSIS OF BRAND ASSOCIATION TO CONSUMER RESPONSE AT HEDONIC BRAND AND UTILITARIAN BRAND
Proposed:
Henryanto Abaharis 19378/IV-3/1820/02
This study was intended to test the brand association to consumer response at hedonic brand and utilitarian brand. Especially on the effect of dimensions brand function (guarantee function, personal identification function, social identification function, and status function) to consumer response (brand extension, recommendation and consumer willingness to pay at price premium). The model of this research is firstly advanced by Bele'n del Rio et at., (2001) in his article entitled "The effects of brand functions on consumer response."
The subjects of this study were 193 students to hedonic brand and 197 students to utilitarian brand who lived in Daerah Istimewa Yogyakarta (DIY) By using analysis instrument of Structural Equation Modeling in AMOS 4.01 program.
The results of the analysis suggested on the hedonic brand had effects of dimensions brand function to consumer response, especially on personal identification and social identification. But on the utilitarian brand, from twelve hypotheses proposed unsupported in this study.
Kata Kunci : merek dagang, merek hedonic, fungsi merek, konsumen, utilitarian, fungsi garasi
