Analisis pengaruh perluasan merek terhadap brand image pada merek Bodrex

ROKHMAN, M. Rifqi, Dr. Sampurno, MBA., Apt

2009 | Tesis | S2 Ilmu Farmasi

PT Tempo Scan Pacific selaku produsen Bodrex berusaha memanfaatkan kesuksesan merek Bodrex untuk memasuki kategori obat flu dan batuk dengan mengeluarkan Bodrex Flu dan Batuk. Peluncuran Bodrex Flu dan Batuk tentunya akan berpengaruh pada brand image dari Bodrex. Penelitian dilakukan di D.I. Yogyakarta menggunakan pendekatan purposive sampling dengan kriteria responden yaitu konsumen yang menggunakan produk merek Bodrex dalam 6 bulan terakhir. Jumlah responden sebanyak 161 responden. Penelitian menggunakan kuesioner dengan skala Likert sebagai alat pengumpul data. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan software Lisrel 8.54. Hasil penelitian menunjukkan bahwa perluasan merek berpengaruh terhadap brand image Bodrex, dimana final brand image dipengaruhi secara signifikan oleh sikap konsumen terhadap perluasan merek (t-value 4,88) dan initial brand image (t-value 15,14), namun demikian initial brand image (standardized solution 0,88) memegang peran lebih besar dalam pembentukan final brand image dibanding sikap konsumen terhadap perluasan merek (standardized solution 0,15). Sikap konsumen terhadap perluasan merek Bodrex dipengaruhi secara signifikan oleh image fit (t-value 5,29), category fit (t-value 1,99), dan tidak signifikan oleh initial brand image (t-value 0,49). Image fit (standardized solution 0,62) merupakan variabel yang paling berpengaruh pada sikap konsumen terhadap perluasan merek, diikuti category fit (standardized solution 0,24) sedangkan initial brand image berpengaruh secara tidak langsung melalui jalur image fit (standardized solution 0,42) dan category fit (standardized solution 0,16). Hasil penelitian juga menunjukkan bahwa innovativeness dari responden secara signifikan (t-value -2,79) akan memoderasi hubungan category fit pada sikap konsumen terhadap perluasan merek, sehingga pengaruh category fit pada sikap konsumen terhadap perluasan merek menjadi rendah pada responden dengan innovativeness tinggi.

Bodrex is one of headache medicine brand with a strong brand image. PT Tempo Scan Pacific as Bodrex’s manufacturer is attempting to use Bodrex brand success to enter flu and cough medicine category by releasing Bodrex Flu dan Batuk. The launching of Bodrex Flu dan Batuk will affect Bodrex’s brand image A research conduct in D.I. Yogyakarta using purposive sampling approach with respondent criteria na mely the respondent that use product of Bodrex brand within the last 6 months. Total of respondents are 161 respondents. The research was using questionnaire with Likert scale as tool for gathering data. The data was analyzed using Structural Equation Modeling (SEM) method with the use of Lisrel 8.54 software. Research result showed that brand extension has its effect on Bodrex’s brand image, in which its final brand image was affected significantly by consumers’ attitude towards brand extension (t-value = 4.88) and initial brand image (t-value = 15.14). However, initial brand image (standardized solution = 0,88) has a larger role in final brand image formation than consumers’ attitude towards brand extension (standardized solution = 0.15). Consumers’ attitude towards Bodrex’s brand extension affected significantly by image fit (t-value = 5.29), category fit (tvalue = 1.99) and insignificantly by initial brand image (t- value = 0.49). Image Fit (standardized solution = 0.62) is the most affecting variable in consumers’ attitude towards brand extension, followed by category fit (standardized solution = 0.24), meanwhile initial brand image was affected indirectly through image fit (standardized solution = 0.42) and category fit (standardized solution = 0.16) paths. Research result also showed that innovativeness from respondents significantly (t-value = -2.79) will moderate category fit relation with consumers attitude towards brand extension, so that category fit effect towards consumers’ attitude towards brand extension will be lower in respondents with high innovativeness.

Kata Kunci : Perluasan merek,Brand image,Bodrex,Innovativeness, brand extension, brand image, Bodrex, innovativeness