ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER MEREK SWEETY

Deniarni, Leni (2015) ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER MEREK SWEETY. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Leni Deniarni (0907459), “Analisis Persepsi Virtual Brand Community terhadap Kinerja Ekuitas Merek Disposable Diaper Merek Sweety (Survei pada Anggota Fan Page Facebook Bunda Cermat)”. Di bawah bimbingan Lisnawati, S.Pd., M.M. Persaingan yang kompetitif dalam industri fast moving consumer good (FMCG) ditandai dengan turun naiknya ekuitas merek suatu produk, khususnya pada lini disposable diaper yang berasal dari perusahaan PT. Softex Indonesia dengan merek Sweety. Untuk dapat bertahan di tengah persaingan, perusahaan dituntut untuk menciptakan strategi yang dapat memperkuat ekuitas merek karena hanya produk yang memiliki ekuitas merek yang kuat yang mampu bersaing untuk merebut dan menguasai pasar. Salah satu strategi yang dapat dilakukan adalah dengan strategi virtual brand community. Penelitian ini bertujuan untuk 1) memperoleh temuan mengenai virtual brand community diaper Sweety, 2) memperoleh temuan mengenai ekuitas merek diaper Sweety dan 3) memperoleh temuan mengenai seberapa besar virtual brand community dapat mempengaruhi ekuitas merek diaper Sweety. Dimensi virtual brand community antara lain consciousness of kind, ritual and tradition dan sense of moral responsibility. Sedangkan dimensi ekuitas merek adalah brand saliance, brand performance, brand imagery, brand judgment, brand feeling dan brand resonance. Objek penelitian ini adalah anggota komunitas Sweety di fan page Facebook Bunda Cermat. Variabel bebas (X) dalam penelitian ini adalah virtual brand community dan ekuitas merek (Y) sebagai variabel tidak bebas. Jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel 100 responden di fan page Facebook Bunda Cermat. Teknik analisa data yang digunakan adalah analisis regresi linier sederhana dengan alat bantu software komputer SPSS 21.0. Hasil yang diperoleh dalam penelitian menyatakan bahwa virtual brand community berpengaruh terhadap ekuitas merek pada diaper Sweety sebesar 81,3%. Dari hasil penelitian terhadap pengujian hipotesis dapat diketahui bahwa virtual brand community memiliki pengaruh yang positif terhadap ekuitas merek. Berdasarkan hasil penelitian melalui analisis regresi linier sederhana terdapat pengaruh dari virtual brand community terhadap ekuitas merek diaper Sweety. Penulis merekomendasikan agar perusahaan lebih selektif dalam memilih media komunikasi virtual brand community sebagai salah satu strategi untuk meningkatkan ekuitas merek diaper Sweety. Leni Deniarni (0907459), "Analysis of Perceived Virtual Brand Community Through the Performance of Brand Equity (A Survey to Fan Page Members on Facebook Bunda Cermat )". Guidance of Lisnawati, S.Pd., M.M. Competitive rivalry in the industry fast moving consumer good (FMCG) marked by ups and downs of equity saatu brand products, especially in the line of disposable diaper from the company, PT. Sweety Softex Indonesia brand. In order to survive in the competition, companies are required to create a strategy to strengthen the brand equity because only products that have strong brand equity that can compete to win and dominate the market. One strategy that can be done is with the strategy virtual brand community. The purpose of research are 1) to obtain findings on virtual brand community of diaper Sweety, 2) to obtain findings on Sweety diaper brand equity, and 3) to obtain discovery regarding its virtual brand community can affect brand equity Sweety diaper. The dimension of virtual brand community consist: consciousness of kind, ritual and tradition and sense of moral responsibility. While the dimension of brand equity is brand saliance, brand performance, brand imagery, brand judgment,brand feeling and brand resonance. Object of this study is members of Sweety community on Facebook Bunda Cermat. The independent variable in this study is virtual brand community of the brand equity as the dependent variable. This type of research is descriptive, verification, and the method used is explanatory survey with random sampling techniques, with samples 100 respondents on fan page Facebook Bunda Cermat. Data analysis technique used simple linear regression with the computer software SPSS 21.0. The results obtained in this study stated that the virtual brand community effect on the brand equity of Sweety diaper 81,3%. From the results of the study to test the hypothesis that the performance can be seen virtual brand community have a positive influence on brand equity. Based on the results of research through simple linear regression found an effect of virtual brand community of the Sweety diaper. The author recommends that companies be more selective in choosing communication virtual brand community media as a strategy to enhance brand equity Sweety diaper.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: ekuitas merek, virtual brand community
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HJ Public Finance
H Social Sciences > HQ The family. Marriage. Woman
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Staf Koordinator 3
Date Deposited: 16 Sep 2015 02:39
Last Modified: 16 Sep 2015 02:39
URI: http://repository.upi.edu/id/eprint/16827

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