oleh : ARIEF YULIAN SUBEKTI - 2010
ABSTRACT
This research was based on phenomenon of brand competition from various companies in obtaining Top Brand Award. Consumers tend to believe in the brands that reached the Top Brand Award. The decline of the top brand index Indomilk for packaged liquid milk category about 6% from 2009-2010 indicate there were problems on brand equity of Indomilk. The problem in this research is "What is the effect of brand image and brand awareness on Brand Equity Indomilk". Brand image and brand awareness are likely to influence the brand equity and very important to build strong brand equity. Therefore the aim of this study is to analyze the influence of brand image and brand awareness on Brand Equity of Indomilk.
This research took samples from 100 respondents who have purchased or consumed Indomilk packaged liquid milk using purposive samples and accidental samples methods. Afterwards analyzing the obtained data both quantitatively and qualitatively methods. Qualitative analysis is the interpretation of data obtained in the field and analysis of open answers given by respondents, whereas quantitative analysis includes: reability and validity test, the classic assumption test, multiple linear regression analysis, F test, t test, and analysis of coefficient of
determination.
The results of this research show that the brand image (X1) and brand awareness (X2) are proven significantly affect the brand equity (Y). Among the analyzed independent variables both brand awareness is a variable that has the greatest influence on the dependent variable followed by brand image.
Keywords: Brand Image, Brand Awareness and Brand Equity
PENDAHULUAN
1.1 Latar Belakang Masalah
Di pasar yang serba kompetitif seperti sekarang ini, merek mempunyai peranan penting bagi kelangsungan hidup sebuah perusahaan. Apalagi pemasaran di masa yang akan datang lebih menjadi persaingan antar merek, yaitu persaingan untuk merebut konsumen melalui merek. Selain itu merek bukan hanya dianggap sebagai sebuah nama, logo ataupun simbol. Lebih dari itu merek merupakan nilai yang ditawarkan sebuah produk bagi konsumen yang memakainya.
Kotler dan Keller (2007) menyatakan bahwa merek sebenarnya merupakan sarana untuk membedakan barang-barang dari satu produsen dengan produsen yang lain. Bahkan pada tataran yang lebih tinggi merek menurut Kotler dan Keller (2007) dapat memainkan sejumlah peran penting untuk . . . . . .......(baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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