Pengaruh Brand Rating terhadap Brand Equity produk telepon selular merek Nokia :: Studi kasus di Jakarta Pusat

FARIDA, Sari Winahjoe S., Dra.,MBA

2005 | Tesis | Magister Manajemen

Studi ini bertujuan untuk menguji apakah terdapat hubungan significant antara dimensi-dimensi brand equity dengan brand rating produk telepon selular merek Nokia. Dimensi-dimensi brand equity yang diuji antara lain adalah brand awareness, brand loyalty, perceived quality dan brand associations. Kuesioner digunakan untuk mengumpulkan data, dengan 100 responden pemilik dan pengguna telepon selular merek Nokia yang berdomisili di Jakarta Pusat sebagai sampel penelitian. Angka Correlation Coeficient (r) menunjukkan adanya hubungan yang erat dan significant antara brand awareness dengan brand rating produk telepon selular merek Nokia; adanya hubungan yang erat dan significant antara brand loyalty dengan brand rating produk telepon selular merek Nokia; adanya hubungan yang erat dan significant antara perceived quality dengan brand rating produk telepon selular merek Nokia; adanya hubungan yang erat dan significant antara brand associations dengan brand rating produk telepon selular merek Nokia. Angka Correlation Coeficient (r) positip dan lebih besar dari 0,5 menunjukkan adanya hubungan yang erat dan searah antara kedua variabel, hal ini berarti semakin tinggi brand equity maka akan semakin tinggi pula brand rating produk telepon selular merek Nokia.

This paper is planned to examine the significant relationship between dimensions of brand equity and brand rating of Nokia. The dimensions of brand equity consist of brand awareness, brand loyalty, perceived quality and brand associations. Questionaire is used to collect data. The sample of this research is respondent who has and used Nokia as mobile phone and lived in Central Jakarta. The total respondents of this research sample are 100 person. Using Correlation Coeficient (r), this research found that there is a significant relationship between brand awareness and brand rating of Nokia; there is a significant relationship between brand loyalty and brand rating of Nokia; there is a significant relationship between perceived quality and brand rating of Nokia; there is a significant relationship between brand associations and brand rating of Nokia. The positive value and greater than 0.5 of Correlation Coeficient (r) indicates a perfect positive relationship between two variables, it means the greater the brand equity relates to the greater the brand rating of Nokia.

Kata Kunci : Brand Equity,Brand Rating,Brand Awareness,Brand Loyalty,Perceived Quality,Brand Association