Verry Fuji Arian, - (2018) PENGARUH ELEMEN MEREK TERHADAP EKUITAS MEREK: Survey Pada Konsumen Online NAH Project. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Menciptakan brand (merek) yang kuat merupakan kunci bagi suatu perusahaan agar dapat bertahan dalam persaingan bisnis yang semakin ketat. Tanpa adanya ekuitas merek yang baik, produk dan jasa yang dipasarkan pasti akan sulit diterima oleh konsumen. NAH Project merupakan merek yang bergerak di bidang fashion. Berdasarkan hasil wawancara, permasalahan yang dialami oleh tim marketing NAH Project adalah sulitnya merek ini diterima konsumen sehingga NAH Project pun hanya diminati oleh konsumen dikalangan tertentu. Sedangkan menurut tim pemasaran NAH Project, NAH Project tidak dirancang untuk menyasar konsumen yang segmented. Perusahaan pun berstrategi mengganti konsep merek NAH Project bermulai dari elemen mereknya. Tujuan penelitian ini adalah untuk mengetahui gambaran mengenaielemen merek, ekuitas merek, dan bagaimana pengaruhelemen merekterhadapekuitas merek NAH Project. Metode yang digunakan dalam penelitian ini adalah metode penelitian deskriptif dan verifikatif. Sampel penelitian ini adalah 100 orang konsumen yang pernah membeli produk merek NAH Project. Sample tersebut dipilih menggunakan teknik recruited sample. Hasil analisis dalam penelitian ini menunjukkan bahwa kedua variabel berada pada kategori yang tinggi (baik). Selain itu, terdapat hubungan yang kuat antara variabel elemen merek dengan ekuitas merek. Maka dari itu, dapat disimpulkan jika elemen merek memiliki pengaruh terhadap ekuitas merek NAH Project. ----- Creating a strong brand is the key for a company to survive in super tight business competition. Without good brand equity, products and services which are marketed will be difficult to accept by the consumers. NAH Project is a brand that engages in fashion. Based on the interview result, the problem that is faced by NAH Project’s marketing team is this brand still difficult to be accepted by the consumers so that NAH Project was only interested by the certain consumers. Meanwhile, according to NAH Project’s marketing team, NAH Project was not designed for targeting the segmented consumers. The company also has a strategy to replace the brand concept of NAH Project starting from its brand elements. The aim of this study is to know the description of brand element, brand equity, and the influence of brand element to NAH Project brand equity. The method of this study is descriptive and verifikatif research. The sample of this study is 100 consumers who have bought products of NAH Project. That sample are chosen by using recruited sample technique. The analysis result of this study represents that both variables are in the high category (good). In addition, there is a strong connection between brand element variable and brand equity. Therefore, it can be concluded that brand element has an influence on the NAH Project brand equity.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S PEM VER p-2018 ; Pembimbing I. Ayu Krishna Yuliawati, II. Heny Hendrayati NIM : 1403346 |
| Uncontrolled Keywords: | Elemen merek, Ekuitas merek, Brand element, Brand equity, NAH Project |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mr Tatang Saja |
| Date Deposited: | 24 Jul 2019 02:47 |
| Last Modified: | 24 Jul 2019 02:47 |
| URI: | http://repository.upi.edu/id/eprint/36155 |
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