Pengaruh Komunikasi Pemasaran Pada Ekuitas Merek Bank

KARTIKA YULYANTON, Yulia Arisnani Widyaningsih, M.B.A., Ph.D

2016 | Tesis | S2 Manajemen

Persaingan yang ketat dalam industri perbankan membutuhkan langkah cepat dari perusahaan yang bergerak dari industri ini untuk segera membentuk branding, yang tepat di benak nasabah. Perusahaan, dalam hal ini bagian pemasaran, harus mampu menciptakan keunikan tersendiri dibanding perusahaan pesaing. Strategic brand management dapat menjadi solusi dalam menjawab permasalahan di atas. Melalui strategi komunikasi pemasaran yang tepat, beberapa bank nasional maupun swasta di Indonesia berhasil menciptakan branding yang sesuai. 2 (dua) strategi komunikasi yang digunakan untuk melihat dampaknya terhadap ekuitas merek bank-bank di Indonesia antara lain adalah komunikasi pemasaran melalui media iklan dan personal selling. Komponen ekuitas merek yang dilihat adalah perceived quality, brand awareness, brand association, brand loyalty, dan brand trust. Dari hasil analisis didapatkan bahwa variabel ekuitas merek, yakni perceived quality, brand awareness, brand association, brand loyalty dan brand trust akan semakin meningkat dengan implementasi media komunikasi iklan dan personal selling secara bersama-sama. Media komunikasi pemasaran, secara terpisah, iklan tidak memiliki pengaruh terhadap perceived quality dan brand loyalty. Sedangkan personal selling memiliki pengaruh yang positif terhadap Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty dan Brand Trust.

Intense competition in banking industry needs a rapid pace of companies engaged in this industry to build right branding in the minds of customers. The company, in this case the marketing department, should be able to create its own uniqueness compared to competitor companies. Strategic brand management can be a solution in answering the problems. Through proper marketing communication strategy, several national and private banks in Indonesia managed to create an appropriate branding. There are two (2) communication strategies used to see the impact on the brand equity of banks in Indonesia, among others, is a marketing communication through media advertising and personal selling. Component of brand equity are perceived quality, brand awareness, brand association, brand loyalty, and brand trust. It was found that the marketing communications, which is Advertising and Personal Selling, together, has a correlation and positive influence on brand equity component as Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty and Brand Trust. Advertising, partially, has no influence on Perceived Quality and Brand Association. Howevwe, Personal Selling, has positive influence on all brand equity component: Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty dan Brand Trust.

Kata Kunci : Ekuitas Merek, Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty dan Brand Trust