Analisis Atas Consumer-Brand Relationship Untuk Simcard Utama dan Cadangan pada Pengguna Simcard di Yogyakarta
GUNAWAN, DAVID (Adv.: Ike Janita Dewi, Dr., MBA), Ike Janita Dewi, Dr., MBA
Persaingan di dalam dunia telekomunikasi melahirkan sebuah fenomena dimana satu orang menggunakan operator seluler lebih dari satu. Operator seluler berusaha untuk menciptakan customer-brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, dan brand attitude. Penelitian ini bertujuan untuk menguji customer-brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, dan brand attitude antara kartu operator seluler utama dan kartu operator seluler kedua. Penelitian ini juga bertujuan untuk melihat apakah terdapat perbedaan customer-brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, dan brand attitude jika ditinjau dari faktor usia.
Data diperoleh melalui kuesioner yang disebarkan pada 200 responden yang menggunakan dua operator seluler di Yogyakarta. Hasil penelitian menunjukkan adanya perbedaan antara kartu operator seluler utama dan kartu seluler kedua dalam long–term brand reputation, brand tribalism dan customer-brand relationship, dimana kartu operator seluler utama memiliki long-term brand reputation, brand tribalism dan customer–brand relationship yang tinggi, sehingga mendorong adanya long–term brand reputation, brand tribalism dan customer-brand relationship yang lebih tinggi daripada kartu operator seluler kedua. Selain itu, penelitian ini membuktikan konsumen dengan usia yang berbeda memiliki tingkat customer-brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, dan brand attitude yang sama tingginya saat menggunakan kartu operator seluler utama dan kartu operator seluler kedua.
Competition in the telecommunications world spawned a phenomenon in which a person uses more than one mobile operator. Mobile operators are trying to create customer -brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, and brand attitude. This study aimed to test the customer ¬brand relationship, brand satisfaction, brand tribalism, long-term brand reputation and brand attitude among major mobile operators cards and cards second mobile operator. The study also aims to determine whether there are differences in customer-brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, and brand attitude when viewed from the age factor.
Data were collected from questionnaire spread to 200 respondents who use two mobile operators in Yogyakarta. Results showed that the differences between the main carrier mobile operators and the second mobile operators in the long-term brand reputation, brand and customer tribalism-brand relationship, in which the main carrier card has a higher long-term brand reputation, tribalism brand and customer-brand relationship than the second mobile operator card . In addition, this study also find consumers of different ages have a same level of customer-brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, brand attitude when using main carrier mobile operators and the second mobile operators.
Kata Kunci : Marketing Management, Pemasaran, Consumer Behavior, Prilaku Konsumen, customer -brand relationship, brand satisfaction, brand tribalism, long-term brand reputation, brand attitude.
