ANALISIS PENGARUH EKUITAS MEREK TERHADAP PERLUASAN MEREK DARI KATEGORI PRODUK MINYAK GORENG MEREK FILMA DI SURABAYA
Samples of the research are consumer respondents, those are consumer respondents bought and consumed Filma brand fried oil product category in Surabayacity. There are 200 respondents of consumers have been taken for the purpose of conducting this research. Data obtained from the research are analyzed by applying the SPSS program of 11.0 verssion and the AMOS program of 4.01 verssion. The SPSS program was used for the purpose of conducting the preliminary tests (validity and reliability tests), mean while, the AMOS program was used for executing statistical technique analysis, namely Structural Equation Model (SEM). Test of pre-research has been conducted in order to know the validity of the measurement tools in functioning the measurement function and the reliability of the research data. The validity and reliability tests are based on the collected data received from the consumer respondents through distributing questionnaires addressed to 30 consumer respondents.
From this research model, it is expected that the relation among variables in conjunction with observing reciprocal effects between brand equity and brand extension can be explained. Through SEM, the researcher can observe the fitness of the model with empirical data, and also the researcher knows the causal relation among the constructed or observed factors in the model.
The results of this research indicated that (1) Brand awareness has no influence upon brand equity (hypothesis is rejected); (2) Perceived quality has influence upon brand equity (hypothesis is accepted); (3) Brand association has no influence upon brand equity (hypothesis is rejected); (4) Brand equity has influence upon brand extension (hypothesis is accepted); and (5) Brand extension has no influence upon brand equity (hypothesis is rejected).
Aaker, David A., 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. NewYork: the Free Press.
Aaker, David A., 1996. Building Strong Brands. NewYork: the Free Press.
Aaker, David A. & Joachimstaler, E., 1999. The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review: Spring.
Aaker, David A. & Keller, Kevin L., 1990. Consumer Evaluations of Brand Extensions. Journal of Marketing, 54, pp. 27-41.
Ailawadi Kusum L. Donald R. Lehmann & Scott A. Neslin, October 2003. Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, Vol. 67: pp. 1 – 17.
Balachander, Subramanian. & Ghose, Sanjoy, 2003. Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions. Journal of Marketing, 67: pp. 4-13.
Biehal Gabriel & Chakravarti, Dipankar, 1989. The Effects of Concurrent Verbalization on Choice Processing. Journal of Marketing Research, pp. 84-96.
Bottomley, Paul A. Holden, Stephen JS., 2001. Do we Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies. Journal of Marketing Research, 38: pp. 494-500.
Bovee, Courtland L. Thull, John V., 1992. Marketing. McGraw-Hill, Inc.
Broniarczyk, Susan M., Gershoff, Andrew D., 2003. The reciprocal Effects of Brand Equity and Trivial Attributes. Journal of Marketing Research, XL: pp. 161-175.
Chaudhuri Arjun & Morris B. Holbrook, April 2001. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing. Vol. 65: pp. 81-93.
D. Davis & Cosenza RM., 1993. Business Research for Decision Making. Belmoni: PWS – KENT Publishing Company.
Dillon, William R., Madden, Thomas J., Kirmani, Amna. & Mukherjee, Soumen, 2001. Understanding What’s in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity. Journal of Marketing Research, XXXVIII: pp. 415-429.
Duane E. Knapp, 2000. The Brand Mindset. the McGraw-Hill Companies, Inc.
Durianto Darmadi, et al., 2001. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka Utama.
Erdem, Tulin, 1998. An Empirical Analysis of Umbrella Branding. Journal of Marketing Research, XXXV: pp. 339-351.
Ferdinand Augusty, 2002. Structural Equation Modelling Dalam Penelitian Manajemen. Aplikasi Model-model Rumit Dalam Penelitian Untuk Tesis Magister & Disertasi Doktor, Fakultas Ekonomi Undip.
Garvin, David A., 1988. Managing Quality. NewYork: the Free Press.
Hair Joseph F. Jr., Rolph E. Anderson, Ronald L. Tatham, William C. Black, 1998. Multivariate Analysis. Fifth Edition. Prentice Hall. Inc., A Simon & Schuster Company. NewJersey 07458: Upper Saddle River.
John, Deborah Roedder, Loken, Barbara.and Joiner, Christopher, 1998. The Negative Impact of Extensions: Can Flagship Products Be Diluted. Journal of Marketing, 62: pp. 19-32.
Kapferer, Jean Noel, 1992. Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity. NewYork: the Free Press.
Kardes Frank R., 2002. Consumer Behavior and Managerial Decision Making. Second Edition. NewJersey: the Prentice Hall, Pearson Education, Inc., Upper Saddle River.
Keller, Kevin L., 1998. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. NewJersey: Prentice Hall, Inc.
Kevin Lane Keller, 2003. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. American Marketing Association (AMA).
Kirmani, Amna, Sood, Sanjay. & Bridges, Sher, 1999. The Ownership Effect in Consumer Responses to Brand Line Stretches. Journal of Marketing.
Kish Paulette, Dwight R. Riskey, Roger A. Kerin, 2001. Measurement and Tracking of Brand Equity in the Global Marketplace – the PepsiCo Experience. Publication of International Marketing Review. Vol. 18. London.
Krishnan HS., 1996. Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective. International Journal of Research in Marketing, 13: pp. 389-405.
Lemon, Rust, Zeithaml, 2000. Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy. NewYork: the Free Press.
Majalah Usahawan, September 2003. Meningkatkan Peluang Sukses Ekstensi Merek. No.: 09/XXXII: hlm 29.
Marisa Maio Mackay, 2001. Evaluation of Brand Equity Measures: Further Empirical Results. the Journal of Product and Brand Management. Vol. 10. Santa Barbara.
Martin, Ingrid M. & Stewart, David W., 2001. The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity. Journal of Marketing Research, 38: pp. 471-484.
Osselaer Van, Stijn M. J. & Alba, Joseph W., 2003. Locus of Equity and Brand Extension. Journal of Consumer Research, 29.
Osselaer Van, Stijn M. J. & Janiszewski, Chris, 2001. TwoWays of Learning Brand Associations. Journal of Consumer Research, 28: pp. 202-223.
Pettis, C., 1995. Technobrands: How to Create and Use Brand Identity to Market, Advertise, and Sell Technology Products. NewYork: American Management Association.
Pratikno, Andre Nugroho, 2003. Studi Mengenai Proses Pemilihan Merek. Jurnal Sains Pemasaran Indonesia, Volume II, No.1: hlm 53-66.
Rangga, 2003. Pengaruh Brand Equity yang dibentuk dari Dimensi Brand Awareness, Brand Association dan Perceived Quality terhadap Niat Membeli Ulang Konsumen Sabun Mandi Lux di Surabaya. Tesis Pasca Sarjana Ilmu Manajemen, Universitas Airlangga, Surabaya.
Rangkuti F., 2002. The Power of Brands: Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek plus Analisis Kasus dengan SPSS. Jakarta: PT Gramedia Pustaka Utama.
Rossiter, John R. & Percy, Larry, 1987. The Advertising and Promotion Management. Singapore: McGraw Hill.
Schiffman, Leon G & Kanuk, Leslie L., 1997. The Consumer Behavior. NewJersey: Prentice Hall.
Sinugroho Purboyo, 2003. Analisis Pengaruh Ekuitas Merek Bank Jatim terhadap Nilai Nasabah di Wilayah Surabaya. Tesis, Pasca Sarjana Magister Manajemen, Universitas Airlangga, Surabaya.
Sitompul EG., 1996. Metode Penelitian Bisnis. Edisi Kelima. Jakarta: Erlangga.
Swaminathan Vanita, Richard J. Fox & Srinita K. Reddy, 2001. The Impact of Brand Extension Introduction on Choice. Journal of Marketing, Vol. 65 (October 2001): pp. 1-15.
Umar Husein, 2003. Riset Pemasaran & Perilaku Konsumen. Jakarta: PT Gramedia Pustaka Utama bekerjasama dengan Jakarta Business Research Center (JBRC).
Washburn Judith H, Richard E. Plank, 2002. Measuring Brand Equity: an Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, Winter 2002, Vol. 10.
Zeithaml, Valerie A, Parasunaman, A. and Berry, Leonard, L., 1990. Delivering Quality Service: Balancing Customer Perception and Expectations. NewYork: the Free Press.
Zhang, Shi. & Sood, Sanjay, 2002. Deep and Surface Cues: Brand Extension Evaluations by Children and Adults. Journal of Consumer Research, 29.
- Saat ini tidak ada refbacks.