ANALISIS EKUITAS MEREK (BRAND EQUITY) SEPEDA MOTOR HONDA DI SUKABUMI
Kata Kunci:
Merek, Ekuitas MerekAbstrak
Tujuan dari penelitian ini adalah untuk mengetahui tingkat brand equity sepeda motor merek Honda di Sukabumi yang diukur melalui dimensi brand equity sebagai berikut : a) Brand Awareness b) Perceived Quality c) Brand Association dan d) Brand Loyality. Metode penelitian menggunakan metode kuantitatif deskriftif. Tujuan studi ini adalah menggambarkan sesuatu karakteristik seseorang, peristiwa atau situasi. Sumber data yang digunakan dalam penelitian ini adalah data primer, metode pengumpulan data yang dilakukan yaitu dengan menyebarkan kuisioner. Sample yang digunakan berjumlah 109 responden pengguna sepeda motor merek Honda yang ada di Sukabumi. Hasil penelitian menunjukan bahwa brand awareness sepeda motor merek Honda berada pada kategori tinggi. Perceived quality sepeda motor merek Honda berada pada kategori sangat tinggi. Brand asociation sepeda motor merek Honda berada pada kategori tinggi. Brand loyalty sepeda motor merek Honda berada pada kategori tinggi.
Unduhan
Referensi
Alhaddad, A. (2014). The effect of brand image and brand loyalty on brand equity.
Atikah Rahman, N., & Md Noor, S. (2014). The role of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda. Article in Jurnal Komunikasi: Malaysian Journal of Communication. https://doi.org/10.17576/JKMJC-2014-3002-06
Barros-Arrieta, D. (2021). Internal branding: conceptualization from a literature review and opportunities for future research. Springer. https://link.springer.com/article/10.1057/s41262-020-00219-1
Boukis, A. (2020). Investigating key antecedents and outcomes of employee‐based brand equity. Wiley Online Library. https://onlinelibrary.wiley.com/doi/abs/10.1111/emre.12327
Ha, H. Y., & John, J. (2010). Role of customer orientation in an integrative model of brand loyalty in services. Service Industries Journal, 30(7), 1025–1046. https://doi.org/10.1080/02642060802311252
He, Y., & Lai, K. K. (2014). The effect of corporate social responsibility on brand loyalty: The mediating role of brand image. Total Quality Management and Business Excellence, 25(3–4), 249–263. https://doi.org/10.1080/14783363.2012.661138
Jayswal, M., Communications, P. V.-J. of C., & 2019, undefined. (2019). Impact of brand association on brand equity with specific focus on advergames in India. Journals.Sagepub.Com, 14(3), 271–284. https://doi.org/10.1177/0973258619866366
Keller, K. L. (2020). Brand Equity and Integrated Communication. Integrated Communication, 113–142. https://doi.org/10.4324/9780203773475-13/BRAND-EQUITY-INTEGRATED-COMMUNICATION-KEVIN-LANE-KELLER
Khuong, M., Stud., N. C.-R. E., & 2017, undefined. (2017). The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention-A Case Study of Toyota Vietnam. HeinOnline, 9(1). https://doi.org/10.5539/res.v9n1p148
Liu, C. R., Liu, H. K., & Lin, W. R. (2015). Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value. International Journal of Tourism Research, 17(3), 229–238. https://doi.org/10.1002/JTR.1979
Nasermoadeli, A., Choon Ling, K., & Severi, E. (2013). Exploring the relationship between social environment and customer experience. Pdfs.Semanticscholar.Org, 9(1). https://doi.org/10.5539/ass.v9n1p130
Othman, M., Kamarohim, N., & Of, F. N. (2017). Brand Credibility, Perceived Quality and Perceived Value: A Study of Customer Satisfaction. Core.Ac.Uk. https://core.ac.uk/download/pdf/187728985.pdf
Pappu, R., & Quester, P. (2016). Brand Innovativeness Effects on Perceived Quality, Satisfaction and Loyalty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 763. https://doi.org/10.1007/978-3-319-24184-5_185
Pranata, Z., Management, D. P.-E. J. of B. and, & 2021, undefined. (2021). Identifying the role of brand loyalty in the relationship between brand awareness, brand association and repurchase intention. Ejbmr.Org, 6, 129. https://doi.org/10.24018/ejbmr.2021.6.1.704
Ruiz-Real. (2020). Destination branding: Opportunities and new challenges. Elsevier. https://www.sciencedirect.com/science/article/pii/S2212571X20300755
Samosir, J., Purba, O., Natu Prihanto, Yj., Hutahaen, T., & Trisakti, I. (2021). Analysis of Brand Equity towards the Decision of Air Transport Passenger Service Users at Lion Airlines. Nveo.Org, 8(5), 7830–7841. http://www.nveo.org/index.php/journal/article/view/2078
Severi, E., Ling, K., Of, A. N.-I. J., & 2014, U. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. Academia.Edu. https://www.academia.edu/download/79729414/21586.pdf
Stylidis, K., Wickman, C., Engineering, R. S.-J. of, & 2020, undefined. (2019). Perceived quality of products: a framework and attributes ranking method. Taylor & Francis, 2020(1), 37–67. https://doi.org/10.1080/09544828.2019.1669769
Tuncer, I., Unusan, C., & Cobanoglu, C. (2021). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in Hospitality and Tourism, 22(4), 447–475. https://doi.org/10.1080/1528008X.2020.1802390
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2023 Hesti Nuramdini, Gita Sagita, Dewi Herawati, Bunyana Bunyana, Ce Gunawan
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
