ANALISIS PENGARUH KEGIATAN PEMASARAN TERHADAP EKUITAS MEREK PADA PRODUK HABIS PAKAI (Kasus di Minimarket X di Surabaya)

Nirma Kurriwati

Abstract


Ekuitas merek menurut Aaker adalah seperangkat aset dan liabilitas merek yang berkaitan dengan suatu merek, nama dan simbolnya yang menambah atau mengurangi nilai yang diberikan oleh sebuah barang/jasa kepada konsumen. Brand equity dibangun dan diperkuat oleh  bauran pemasaran  dan hal ini akan berpengaruh pada persepsi konsumen. Penelitian ini menggunakan model yang dibangun oleh Yoo, Donthu and Lee(2000) dimana obyek penelitian model tersebut adalah barang-barang habis pakai. Tujuan penelitian ini adalah untuk mengetahui pengaruh kegiatan bauran pemasaran terhadap ekuitas merek. Data dikumpulkan dari  mahasiswa suatu perguruan tinggi. Dan data yang diperoleh dianalisa dengan menggunakan Analisis Faktor Confirmatori (CFA). Hasil yang diperoleh bahwa brand equity berpengaruh positif dengan store image, distribusi dan advertising dan berpengaruh negatif dengan price deal.

Keywords


ekuitas merek, bauran pemasaran, store image, distribusi, advertising, price deal

References


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DOI: https://doi.org/10.21107/nbs.v6i1.553

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