ANALISIS BAURAN KOMUNIKASI PEMASARAN TERHADAP CUSTOMER-BASED BRAND EQUITY : Survei pada Pelanggan Yogya Toserba Raya Kepatihan Bandung

Ira Valentina Silalahi, - (2018) ANALISIS BAURAN KOMUNIKASI PEMASARAN TERHADAP CUSTOMER-BASED BRAND EQUITY : Survei pada Pelanggan Yogya Toserba Raya Kepatihan Bandung. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penurunan tingkat ekuitas merek minyak goreng SunCo tercermin dalam banyak indikator yaitu Market Share, Brand Share, Brand Value, Indonesian Customer Satisfaction Award, Kinerja Merek, dan Top Brand Index. Semua indikator ini menunjukkan data posisi merek minyak goreng SunCo yang belum cukup stabil dan masih berada pada kategori rendah. Ekuitas merek yang mulai melemah dirasa perlu dibangun lagi melalui program komunikasi pemasaran yang konsisten. Dengan melakukan perbaikan pada efektivitas bauran komunikasi pemasaran, diharapkan dapat membangun customer-Based Brand Equity pada minyak goreng SunCo dengan tujuan menjadikan nilai mereknya lebih kuat di benak konsumen, sehingga minyak goreng merek SunCo mampu bersaing dan meningkatkan eksistensinya dalam industri ini. Penelitian ini menggunakan survey dengan jenis verificative explanation reseach terhadap 100 pelanggan Yogya Toserba Raya Kepatihan Bandung yang menggunakan minyak goreng merek SunCo. Analisis dan interpretasi hasil pengolahan data menggunakan analisis deskriptif dan analisis verifikatif (Partial Least Square). Hasil analisis menunjukan bahwa variabel bauran komunikasi pemasaran termasuk kedalam kategori kuat sedangkan variabel customer-based brand equity termasuk kategori tinggi serta kuat lemahnya bauran komunikasi pemasaran memiliki pengaruh yang positif dan signifikan terhadap tinggi rendahnya customer-based brand equity. ;---The decline in SunCo's brand equity level is reflected in many indicators: Market Share, Brand Share, Brand Value, Indonesian Customer Satisfaction Award, Brand Performance, and Top Brand Index. All of these indicators show the brand positioning data of SunCo cooking oil that is not stable enough and still in the low category. The weakening brand equity is needed to be built again through a consistent marketing communications program. By improving the effectiveness of the marketing communication mix, it is expected to build customer-based Brand Equity on SunCo cooking oil with the aim of making its brand value stronger in the minds of consumers, so that SunCo brand cooking oil can compete and increase its existence in this industry. This research uses survey with verificative explanation reseach type to 100 customers of Yogya Toserba Raya Kepatihan Bandung using SunCo brand cooking oil. Analysis and interpretation of data processing using descriptive analysis and verifikatif analysis (Partial Least Square). The result of analysis shows that marketing communication mix variables are included in the strong category while customer-based brand equity variables including high category and strong marketing communication mix have a positive and significant influence to high customer-based brand equity.

Item Type:	Thesis (S2)
Additional Information:	No. Panggil : T MMB IRA a-2018; Pembimbing : I. Ratih Huriyati, II. Vanessa Gafar; NIM. : 1502652.
Uncontrolled Keywords:	Bauran Komunikasi Pemasaran, Customer-Based Brand Equity, Partial Least Square, Marketing Communication Mix, Customer-Based Brand Equity, Partial Least Square.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Sekolah Pasca Sarjana > Magister Manajemen Bisnis
Depositing User:	Isma Anggini Saktiani
Date Deposited:	05 Jul 2019 09:54
Last Modified:	05 Jul 2019 09:54
URI:	http://repository.upi.edu/id/eprint/35972

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