EKUITAS MEREK JASA GERAI BUAH-BUAHAN BERDASARKAN PERSEPSI KONSUMEN - Erdiasa Nursaman; Ujang Sumarwan; Setiadi Djohar (School of Business, Bogor Agricultural University (SB-IPB), 2014)
The need of fruits and the number of fruit outlets in Jakarta has been increasing, therefore the study on brand equity of fruit outlet services according to consumer’s perception is now required. In detail the purpose of this study is to analyze the demographic characteristics of fruits outlets consumer in Jakarta, analyzing the factors that affect brand equity of fruits outlets services, analyze the level of contribution of brand equity variables fruits outlets service in Jakarta and analyze the managerial implications to fruits outlets brand. Structured questionnaires instrument was used for data collection, while Structural Equation Modeling (SEM) method was used in data analysis. The study results have shown that demographic profile of respondents who visited fruit outlet were female, aged 31-40 years, have an undergraduate educational background, private employment and married. Some factors which may influence brand equity are brand loyalty and brand awareness. The brand equity of fruit outlets services is influenced by brand loyalty with contribution of 0.71 and brand awareness with contribution of 0.58. Managerial implication that should be done is to increase promotional activities through advertising. Keywords: brand equity, brand awareness, brand association, brand perceived quality, brand loyaltyABSTRAKLatar belakang dilaksanakannya penelitian ini adalah kebutuhan akan buah-buahan yang semakin meningkat dan makin bertambahnya gerai buah-buahan di Jakarta. Oleh karena itu, diperlukan penelitian ekuitas merek gerai buah-buahan berdasarkan persepsi konsumen. Secara terperinci tujuan penelitian ini menganalisis karakteristik demografi konsumen jasa gerai buah-buahan di Jakarta, menganalisis faktor-faktor yang memengaruhi ekuitas merek jasa layanan gerai buah-buahan, menganalisis tingkat kontribusi peubah-peubah ekuitas merek jasa gerai buah-buahan di Jakarta serta menganalisis implikasi manajerial untuk merek gerai buah-buahan yang dianalisis. Teknik pengumpulan data menggunakan instrumen kuesioner yang terstruktur, sedangkan pengolahan data dilaksanakan dengan metode Structural Equation Modelling (SEM). Didapatkan hasil penelitian bahwa profil demografi responden yang mengunjungi gerai buah-buahan Total Buah Segar adalah wanita, usia 31–40 tahun, pendidikan S1, pekerjaan swasta, status sudah menikah. Faktor-faktor yang memengaruhi ekuitas merek adalah brand loyalty dan brand awareness. Kontribusi variabel Brand loyalty terhadap brand equity adalah 0,71, sedangkan kontribusi variabel brand awareness terhadap brand equity adalah 0,58. Implikasi Manajerial yang harus dilakukan dengan meningkatkan promosi melalui periklanan.Kata kunci: ekuitas merek, kesadaran merek, asosiasi merek, persepsi kulitas merek, loyalitas merek