Brand Personality and Partnert Quality Relationship

Prayogo, Andriyanto, Basu Swastha Dharmmesta, Prof. Dr., M.B.A.

2008 | Tesis | S2 Magister Management

Studi ini bertujuan mempelajari variabel bebas (personalitas merek-sincerity, excitement, competence, sophistication, dan ruggedness) yang diprediksikan mempunyai hubungan positif terhadap kualitas persepsian dari suatu merek sebagai partner. Merek yang digunakan dalam penelitian ini adalah merek telepon genggam Nokia. Test pendahuluan dilakukan di Yogyakarta, dengan hasil semua dimensi personalitas merek adalah valid dan reliabel, sehingga analisis dapat dilanjutkan dengan menggunakan sampel besar. Data dikumpulkan melalui kuesioner yang dibagikan kepada 200 responden pengguna Nokia yang merupakan mahasiswa Fakultas Ekonomi Universitas Gadjah Mada. Pemilihan sampel dalam penelitian ini menggunakan metode purposive sampling. Dengan menggunakan analisis regresi bertingkat, hasil dari penelitian ini adalah hanya dua dimensi personalitas merek-competence dan ruggedness yang mempunyai hubungan positif terhadap kualitas persepsian dari merek Nokia sebagai partner. Sementara itu, tiga dimensi personalitas merek yang lain-sincerity, excitement, dan sophistication tidak mempunyai hubungan positif terhadap kualitas persepsian dari merek Nokia sebagai partner. Kata kunci: merek, personalitas, personalitas merek, sincerity, excitement, competence, sophistication, ruggedness, partner quality

This paper emphasized on examining independent variables (brand personality dimensions-sincerity, excitement, competence, sophistication, and ruggedness) that predict to have positive relationship towards perceived quality of a brand as relationship partner. The brand use in this research is Nokia brand of cellular phone. Pre test conducted in Yogyakarta found that all dimensions of brand personality and partner quality were valid and reliable, so further analysis could be conducted. Data collected by using questionnaire to 200 respondents of Nokia users who were students from Economic Faculty of Gadjah Mada University. Purposive sampling design was used in this research. Using multiple regression analysis, this research found that only two dimensions of brand personality-competence and ruggedness which had positive relationship towards perceived quality of Nokia brand as relationship partner. While, the other three dimensions-sincerity, excitement, and sophistication did not have positive relationship towards perceived quality of Nokia brand as relationship partner. Keywords: brand, personality, brand personality, sincerity, excitement, competence, sophistication, ruggedness, partner quality

Kata Kunci : merek, personalitas, personalitas merek, sincerity, excitement, competence, sophistication, ruggedness, partner quality