Permatasari, Meisya (2017) PENGARUH DIMENSI BRAND PERSONALITY TERHADAP EKUITAS MEREK : studi kasus produk lipstik oriflame pada komunitas fanpage facebook oriflame Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Banyaknya merek kosmetik yang beredar di pasaran, menjadi pertimbangan bagi konsumen untuk memilih salah satu merek yang dianggap tepat. Untuk dapat mengurangi potensi pelanggan memilih merek lain, perusahaan kosmetik perlu untuk meningkatkan ekuitas mereknya. Solusi yang dapat dilakukan oleh perusahaan kosmetik di Indonesia agar dapat meningkatkan ekuitas mereknya dengan meningkatkan brand personality. Penelitian ini bertujuan untuk memperoleh temuan pengaruh dimensi brand personality terhadap ekuitas merek. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah explanatory survey dengan teknik sampel Tabachnick and Fidell sebanyak 98 responden. Teknik analisis data yang digunakan adalah analisis jalur dengan alat bantu program SPSS 22.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand personality dalam kategori baik, gambaran ekuitas merek dalam kategori baik, variabel brand personality yang memiliki pengaruh tertinggi terhadap ekuitas merek adalah dimensi activity, sedangkan variabel yang memiliki pengaruh terendah adalah aggressiveness. Berdasarkan hasil penelitian ini, disarankan dalam brand personality perusahaan untuk meningkatkan aggressiveness guna meningkatkan ekuitas merek. Sehingga diharapkan brand personality dapat diperhatikan lebih lanjut oleh perusahaan di industri kosmetik dalam meningkatkan ekuitas merek perusahaan.;---Increasing of cosmetic brands on the market, into consideration for consumers to choose one brand that is considered appropriate. In order to reduce the potential customers to choose another brand, cosmetic companies need to increase their brand equity. Solutions that can be done by cosmetic company in Indonesia in order to increase brand equity is by improving brand personality. The purpose of this research is to obtain the effect of brand personality dimensions on brand equity. This type of research is descriptive and verification. The method used is explanatory survey with Tabachnick and Fidell the total sample of 98 respondents. Data analysis technique used is path analysis with SPSS 22.0 for Windows. The outcome of this study indicate that the description of brand personality is in good category, the description of brand equity is in good category, brand personality variables that have the highest influence on brand equity is activity, while the lowest influence is aggressiveness. Based on these results, it is suggested in terms of brand personality, companies can increase aggressiveness in order to increasing brand equity. So hopefully, brand personality can be noticed further by the company in the cosmetics industry in order to increasing brand equity.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MBS PER p-2017; Pembimbing : I. Lili Adi Wibowo, II. Puspa Dewi Dirgantari; NIM : 1304841. |
| Uncontrolled Keywords: | Kosmetik, Brand Personality, Responsibility, Activity, Aggressiveness, Simplicity, Emotionality, Ekuitas Merek, Cosmetic, Brand Personality, Responsibility, Activity, Aggressiveness, Simplicity, Emotionality, Brand Equity. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | DAM staf |
| Date Deposited: | 30 Nov 2018 02:50 |
| Last Modified: | 30 Nov 2018 02:50 |
| URI: | http://repository.upi.edu/id/eprint/32275 |
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