Analisis Ekuitas Merek Mobile Internet Broadband Provider terhadap Niat Beli Konsumen

Andhini, Rizki; Dr. Sahid SUsilo Nugroho, M.Sc. (Pembimbing), Dr. Sahid Susilo Nugroho, M.Sc.

2010 | Skripsi | S1 Extention - Management

Semakin banyaknya merek-merek baru yang muncul di pasaran membuat perusahaan perlu menciptakan ekuitas merek pada produk-produk yang dikeluarkannya agar produk tersebut dapat diterima oleh masyarakat secara baik. Salah satu konsep yang kemudian menjadi pilar teori tentang ekuitas merek adalah konsep dari Aaker (1991). Menurutnya, ekuitas merek terdiri dari brand loyalty, brand awareness, perceived quality, dan brand association.

Penelitian ini bertujuan untuk melihat pengaruh elemen-elemen pembentuk ekuitas merek (brand awareness, advertising awareness, brand association dan percieved quality) terhadap niat beli konsumen. Hasil penelitian ini dapat memperluas kajian mengenai variabel- variabel pembentuk ekuitas merek dengan memberikan informasi tentang penilaian konsumen dari segi (yaitu brand awareness, advertising awareness, brand association dan percieved quality)yang bermuara kepada niat beli konsumen.

Sebanyak 250 kuesioner tertutup dibagikan kepada responden yang menggunakan produk IM2.Data dianalisis dengan menggunakan Analisis Regresi Linear Berganda. Hasil dari penelitian ini mengindikasikan bahwa: (1) terdapat pengaruh signifikan antara brand awareness terhadap niat beli (2) tidak terdapat pengaruh signifikan antara advertising awareness terhadap niat beli (3) tidak terdapat pengaruh signifikan antara brand association terhadap niat beli (4) terdapat pengaruh signifikan antara perceived quality terhadap niat beli. Implikasi secara teoritis dan manajerial didiskusikan dalam penelitian ini. Kata kunci: brand awareness, advertising awareness, brand association, percived quality dan niat beli

Since many factories introduce their new brands in general market, they have to create trusted brand equity for their products as a good image in purpose of customersÂ’ acceptability. AakerÂ’s theory of brand equity becomes the main foundation of this subject matter in which brand loyalty, brand awareness, perceived quality, and brand association as the details points to be owned by the factories. This study aims to see the influence of brand equityÂ’s elements namely; brand awareness, advertising awareness, brand association dan percieved quality toward to purchase intention. The result of the study is able to enlarge the discussion of variables of brand equity elements by giving information about customersÂ’ sight of brand awareness, advertising awareness, brand association and percieved quality resulted in the customersÂ’ intention. The data gained from closed questionairres for 250 respondents were utilizing IM2 product. The data is analyzed using Multiple Regression Linear. The outcome of this study indicates; (1) there is a significant influence between brand awareness towards the purchase intention.(2) there is no significant effect between advertising awareness towards the purchase intention.(3) there is no significant impact between brand association towards the purchase intention.(4) there is a significant affect between perceived quality towards the purchase intention. Theoritical and managerial implications are discussed in this study. Key words: brand awareness, advertising awareness, brand association, percived quality and purchase intention.

Kata Kunci : Ekuitas Merek; Mobile Internet Broadband Provider; Niat Beli Konsumen; Branding; Pemasaran