Studi Customer Based Brand Ezuity Pada Industri Keramik Lantai
PUTRA, BAYU PERMADI (Adv.: Slamet Santoso Sarwono, Dr., MBA), Slamet Santoso Sarwono, Dr., MBA
Persaingan industri keramik lantai di Indonesia sangatlah tinggi, hal ini disebabkan oleh banyaknya perusahaan-perusahaan yang bermain dalam industri ini. Untuk mengatasi persaingan ini diperlukan adanya competitive advantage yang dapat diwujudkan dalam bentuk brand equity. Penelitian ini bertujuan mengukur customer based brand equity pada industri keramik lantai di Indonesia yang diwakili oleh brand ROMAN, MULIA, dan ARWANA. Dari hasil penelitian ini didapatkan nilai brand equity ROMAN sebesar 4,5129; MULIA sebesar 4,5528; dan ARWANA sebesar 3,9811. Penelitian ini juga mengevaluasi dimensi¬dimensi brand equity dari masing-masing brand guna memaksimumkan nilai brand equity di masa yang akan datang.
Competition of tile industry in Indonesia is very high, it is caused by the many companies that play in this industry. To overcome this rivalry, a competitive advantage that can be realized in the form of brand equity is required. This research aims to measure the customer based brand equity in the tile industry in Indonesia that is represented by the brands ROMAN, MULIA, and ARWANA. From the results of this research, it is acquired the value of brand equity of ROMAN is 4.5129; MULIA is 4.5528; and ARWANA is 3.9811. this research also evaluate the dimensions of brand equity from each brand to maximize the brand equity value in the future.
Kata Kunci : Customer Based Brand Equity, Floor Tile Industry, Dimension of Brand Equity, Competitive Advantage.
