Analisis Brand Equity (Kasus Pada Usaha Kuliner Bakso Mandiri Jember)

Vania Puspita Anggraeni; Tanti Kustiari;  Muksin; Huda Ahmad Hudori

doi:10.25047/jmaa.v1i2.18

Analisis Brand Equity (Kasus Pada Usaha Kuliner Bakso Mandiri Jember)

Jurnal Manajemen Agribisnis dan Agroindustri ◽

10.25047/jmaa.v1i2.18 ◽

2021 ◽

Vol 1 (2) ◽

pp. 95-102

Author(s):

Vania Puspita Anggraeni ◽

Tanti Kustiari ◽

Muksin ◽

Huda Ahmad Hudori

Keyword(s):

Brand Equity

Seiring perkembangan zaman usaha kuliner bakso semakin banyak dan mudah ditemui, sehingga persaingan usaha kuliner bakso juga semakin kompetitif. Tujuan dari penelitian ini adalah menganalisis pengaruh kesadaran merek, kesetiaan merek, asosiasi merek, dan kualitas yang dirasakan pada Bakso Mandiri Kabupaten Jember terhadap brand equity. Penelitian ini menggunakan 100 populasi yang telah ditetapkan peneliti sebelumnya dan dihitung menggunakan rumus slovin hingga menemukan 50 sampel sebagai responden dari konsumen bakso mandiri yang mengisi kuisioner tertutup dengan metode pengambilan data judgment sampling. Hasil analisis dan pembahasan yang telah dilakukan pada penelitian ini, dapat disimpulkan bahwa semua variabel bebas yang terdiri dari kesadaran merek, kesetiaan merek, asosiasi merek, dan kualitas yang dirasakan berpengaruh serempak pada variabel terikat brand equity (ekuitas merek) melalui uji F. Namun pada uji t hanya variabel kesetiaan merek yang berpengaruh signifikan terhadap brand equity. Kata kunci: Brand Equity, Kesadaran Merek, Kesetiaan Merek, Asosiasi Merek, Kualitas yang dirasakan

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Review of Brand Equity and Advertising: Advertising's Role in Building Strong Brands.

Contemporary Psychology ◽

10.1037/033862 ◽

1994 ◽

Vol 39 (1) ◽

pp. 99-99

Author(s):

Terri Gullickson ◽

Pamela Ramser

Keyword(s):

Brand Equity

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Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

Journal of Economics and Development ◽

10.33301/2011.13.02.05 ◽

2011 ◽

pp. 61-88

Author(s):

Huong Hoang Thi Thu ◽

Lin Yu-Li

Keyword(s):

Brand Equity ◽

Sales Promotion ◽

Three Dimensions ◽

Brand Trust ◽

Brand Performance ◽

Business Context ◽

Brand Association ◽

Customer Perceived Value ◽

Trade Promotions ◽

Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

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