Pengaruh Price, Store Imange, Distribution Intensity, Advertising Spending dan Price Deals (discount) Pada Brand Equity Mobil MPV

PURI, SYAH ANINDITA DEWANGGA (Pembimbing: Sahid Susilo Nugroho, Dr., M.Sc.), Sahid Susilo Nugroho, Dr., M.Sc.

2011 | Skripsi | S1 Extention - Management

Tujuan penelitian ini adalah untuk menguji pengaruh Price, Store Image, Distribution Intensity, Advertising Spending dan (Price Deals/Promotion (Discount) terhadap Brand Equity mobil MPV. Metode analisis yang digunakan adalah Structural Equation Modelling (SEM).

Desain penelitian ini adalah desain Survey, data primer yang digunakan diambil secara cross sectional sebanyak 200 responden. Responden adalah pria dan wanita yang telah menggunakan mobil MPV minimal selama 3 tahun, memahami tentang mobil MPV serta bersedia meluangkan waktunya untuk mengisi kuesioner tentang mobil MPV ini.

Hasil penelitian menunjukkan bahwa perceived quality tidak berpengaruh positif pada brand equity. Brand loyalty berpengaruh positif pada brand equity. Brand association dan brand awareness tidak berpengaruh positif pada brand equity. Price berpengaruh positif pada perceived quality. Store image tidak berpengaruh positif pada perceived quality. Store image tidak berpengaruh positif pada brand association dan brand awareness. Distribution intensity tidak berpengaruh positif pada perceived quality. Distribution intensity tidak berpengaruh positif pada brand loyalty. Distribution intensity berpengaruh positif pada brand awareness dan brand association. Advertising spending berpengaruh positif pada perceived quality. Advertising spending berpengaruh positif pada brand loyalty. Advertising spending berpengaruh positif pada brand association dan brand awareness. Price deals tidak berpengaruh negative pada perceived quality. Price deals tidak berpengaruh negative pada brand association dan brand awareness.

Hasil penelitian ini memberikan kontribusi penting bagi penelitian selanjutnya untuk memperhatikan elemen-elemen Marketing Mix apa saja yang mempengaruhi Brand Equity suatu produk.

The purpose of this research is examining the influence of Price, Store Image, Distribution Intensity, Advertising Spending and Price Deals/Promotion (Discount) on the Brand Equity of MPV. The instrument of this thesis is Structural Equation Modelling (SEM).

This research design applies Survey Design. The primary data is obtained from cross section method taken from 200 respondents. The respondents are man and woman who is using MPV at least for 3 years, understanding about MPV, and willing to fill the questionaire about MPV.

The result of this research shows that the perceived quality do not influence positively to the brand equity. The brand loyalty impact positively to the brand equity. The brand association and brand awareness do not influence positively to the brand equity. The price impact positively to the perceived quality. The store image do not influence positively to the perceived quality. The store image do not influence positively to the brand association and brand awareness. Distribution intensity do not influence positively to the perceived quality. Distribution intensity do not influence positively to the brand loyalty. Distribution intensity impact positively to the brand awareness and brand association. Advertising spending impact positively to the perceived quality. Advertising spending impact positively to the brand loyalty. Advertising spending impact positively to the brand association and brand awareness. Price deals do not influence negatively to the perceived quality. Price deals do not influence negatively to the brand association and brand awareness.

This thesis gives an important contribution to the next research to pay attention to the Marketing Mix elements that influences Brand Equity MPV.

Kata Kunci : Price, Store Image, Distribution Intensity, Advertising Spending, Price Deals/Promotion (Discount), Brand Equity,