Analisis Ekuitas Merek Sari Roti di Bandung
Abstract
The baked goods industry in Indonesia has become increasingly competitive, so in this environment, creating and maintaining brand equity is an important strategy to maintain a competitive advantage. This study aims to empirically test and operationalize brand equity dimensions and how they interact within the context of Sari Roti brand in Bandung. A total of 480 respondents were selected by a systematic random sampling method. The questionnaire includes a set of questions intended to measure the different variables of the model. Structural Equation Modelling (SEM) was used to test the hypotheses on the brand equity model. The findings conclude that brand awareness, brand association, perceived quality and brand loyalty are influential dimensions of brand equity. The intercorrelations between perceived quality and brand association and brand loyalty, and the intercorrelations between brand awareness and brand association and brand loyalty were positive and all significant. The Sari Roti should concentrate their efforts primarily on perceived quality and brand loyalty, which have high importance and directly in the construct of brand equity. However, it should not undervalue the effects of perceived quality and brand awareness.
References
Aaker, D. A. (1991). Managing Brand Equity. New York, NY.: Free Press.
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. New York, NY: Free Press.
Anselmsson, J., Johansson, U., & Persson, N. (2007). Understanding Price Premium for Grocery products: A conceptual model of customer-based brand equity. Journal of Product & Brand Management, 16(6),
-414.
Byrne, B. M. (2010). Structural equation modeling with AMOS (2nd ed.). New York: Routledge.
Davidson, H., Keegan, W. J., & Brill, E. A. (2004). Offensive marketing: An action guide to gaining competitive advantage. Oxford: Elsevier Butterworth– Heinemann.
Dunia Industri. (2015, November). Dunia Industri: New Industrial Community. Retrieved February 2017, from www.duniaindustri.com:
http://duniaindustri.com/tujuhperusahaan-pemimpin-pasar biskuitperebutkan-market-rp-623-triliun/
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: building marketing strategy. New York: McGraw-Hill/Irwin. Hooley, G. J., Piercy, N. F., & Nicolaud, B.
(2008). Marketing strategy and competitive positioning (4th ed.). Harlow:
Prentice Hall.
Kardes, F. R., Conrey, M. L., & Cline, T. W. (2011). Consumer behavior. Mason, USA: South-Western Cingage Learning.
Kartajaya, H. (2010). Brand Operation. The Official MIM Academy Coursebook. Jakarta: Erlangga.
