Hasil Pencarian  ::  Simpan CSV :: Kembali

"Merek yang kuat tidak selalu menghasilkan loyalitas sebuah merek. Merek dapat menjelma menjadi nama produk yang generik, seperti yang dialami merek Aqua, yang cenderung dikaitkan dengan air minum dalam kemasan dan bukan identitas merek.Tujuan khusus dilakukannya penelitian ini adalah mengetahui pengaruh kepuasan keseluruhan terhadap reliabilitas merek, intensi merek, loyalitas merek dan masing-masing reliabilitas merek dan intensi merek terhadap loyalitas merek serta pengaruh loyalitas merek terhadap ekuitas merek Aqua.Jenis penelitian ini bersifat deskriptif dengan metode kuantitatif. Penelitian ini menggunakan data primer dengan populasi penelitian ini adalah mahasiswali yang pernah mempergunakan air minum dalam kemasan merek Aqua di Fakultas Ekonomi Universitas Indonesia berjumlah 100 orang.Temuan dari hasil penelitian menyatakan bahwa kepuasan keseluruhan berpengaruh positif dan signifikan terhadap reliabilitas merek, intensi merek dan loyalitas merek. Sedangkan reliabilitas dan intensi merek sebagai bagian dari kepercayaan merek yang diduga mempengaruhi loyalitas merek, hanya intensi merek yang berpengaruh signifikan secara positif sedangkan reliabilitas merek tidak memiliki pengaruh signifikan terhadap loyalitas merek. Loyalitas merek memiliki pengaruh positif dan signifikan terhadap ekuitas merek air minum dalam kemasan merek Aqua.Implikasi dari hasil penelitian ini bahwa loyalitas merek Aqua dapat terus dilakukan untuk membentuk ekuitas merek sebagai substansi dari keunggulan kompetitif.

---

A strong brand is not always creating a brand loyalty. A brand could become a generic product, like Aqua, which was tend to be related to bottled mineral water, not a brand identity.

The specific objective of doing this research is to investigate the impact of overall satisfaction to the brand reliability, brand intention, brand loyalty and brand trust to the brand loyalty and also to investigate the impact of brand loyalty to the brand equity of Aqua.

This is descriptive research using quantitative method This research also using primary data with total population of 100 students of Economic Faculty, University of Indonesia who have used Aqua, bottled mineral water.

The result of this research explains that overall satisfaction has a positive and significant impact to brand reliability, brand intention, and brand loyalty. While brand reliability and brand intension as a part of brand trust which were hypothesized have the impact to brand loyalty, obviously only brand intention has the positive and significant impact, and brand reliability has not have significant impact to brand loyalty. And brand loyalty has the positive and significant impact to brand equity of Aqua bottled mineral water.

The implication of this research prove that the brand loyalty of Aqua bottled mineral water should be maintained and leveraged in order to create a sustainable brand equity as the core of competitive advantage."

"Under heavy pressure to increase profit and be the noble among the crowd, a business entity should sharp-witted in selecting social issues as the cause of their corporate social responsibility (CSR) programme, to maintain customer and win the competition. Satu Untuk Sepuluh Programme is manifestation of Aqua`s social responsibility, delivered in a unique cause related marketing (CRM) programme.The main objective is to study the customer`s perception on Aqua`s CRM, how is Aqua`s customer loyalty, correlate CRM to customer loyalty, and to study which of the necessary elements of CRM strongly effect customer loyalty. The study use the definition of CRM as stated by Landreth, in such the necessary elements to form the CRM are cause importance, cause proximity, participation effort, and cause congruency.The research is descriptive with quantitative approach, using processing technique of questionnaire survey method with convenience sampling. Descriptive analysis is carried out to characterized the respondent, subsequently any auto correlated noise are screened by factor analysis. Finally, the effect of CRM to customer loyalty is measured employing multiple regression. During May to June 2008, as many as 120 students of University of Indonesia are selected as respondent, to sample customer`s opinion.The result shows that in customer perception CRM is really appreciated and customer loyalty is at a good category. Customer loyalty effects the CRM. Cause proximity followed by cause congruency has factor highly effect customer loyalty. In view of this result, the CRM implemented by Aqua needs to continuously improve the existing CRM factor to serve the customers better CRM programme."

"Penelitian ini membahas tentang pengaruh consumer-based brand equity terhadap brand loyalty dengan dimediasi oleh customer satisfaction dalam industri restoran terutama cake shop. Pengolahan data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan program LISREL 8.70.Hasil penelitian ini menunjukkan bahwa tiga dari lima consumer-based brand equity berpengaruh positif dan signifikan terhadap customer satisfaction, dan customer satisfaction berpengaruh positif dan signifikan terhadap brand loyalty.

---

This research aims to analyze the effects of store consumer-based brand equity to brand loyalty, mediated by customer satisfaction in the context of restaurant especially cake shop. Data were analyzed using Structural Equation Modeling (SEM) with LISREL 8.70 software.

The result of this research suggest that three out of five consumer-based brand equity indicate positive and significant effect toward customer satisfaction, and customer satisfaction indicate positive and significant effect toward brand loyalty."

"Tujuan penelitian ini adalah untuk mengkaji pengaruh persepsi pada promosi penjualan terhadap keputusan pembelian pada merek. Persepsi pada promosi penjualan adalah interpretasi pelanggan mengenai program Ufia Infaq Rp15/liter. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebar kuesioner kepada 72 orang responden. Melalui uji Spearman ditemukan bahwa ada hubungan yang sangat kuat antara persepsi pada promosi penjualan dengan keputusan pembelian pada merek. Hasil lanjutannya menunjukkan bahwa keputusan pembelian pada merek dipengaruhi oleh persepsi pada promosi penjualan. Hasil penelitian dapat digunakan sebagai rekomendasi akademis dan praktis dalam memaksimalkan fungsi program promosi penjualan dalam menciptakan keputusan pembelian pada merek. Serta memberikan implikasi studi bahwa model proses IMC dapat digunakan dalam penelitian ini untuk menjelaskan proses terjadinya promosi penjualan akan mempengaruhi keputusan pembelian pada pelanggan.

---

The aim of the research is find out the perception influence of sales promotion on purchase decision of brand. The perception of sales promotion is customer interpretation about Ufia Infaq Rp15/liter programmed. The research used quantitative approach which spread a questioner to 72 respondent. Through Spearman test there found relation between perception of sales promotion with purchase decision of brand. Another result has shown that purchase decision of brand had influenced by perception of sales promotion. The research result can use for academic and practical recommendation to increase sales promotion program which can create a purchase decision of brand. It had an implication with IMC Process Model that can explain process of sales promotion will influence the customer purchase decision."

"Penelitian ini secara umum bertujuan untuk mengetahui hubungan merek dan konsumen dalarn konteks minuman ringan yang dibagi menjadi dua kategori yaitu minuman ringan non karbonasi dan minuman ringan berkabonasi. Responden pada penelitian ini adalah konsumen Teh Botol Sosro dan Coca-Cola yang berada di tiga Universitas. Setelah dilakukan pengumpulan data, selanjutnya data dianalisis menggunakan structure equation model. Hasil dari penelitian ini, menunjukkan terdapat perbedaan hasil antara Teh Botol Sosro dan Coca-Cola. Hasil dari penelitian Teb Botol Sosro, rnenunjukkan bahwa vatiabel kepuasan total tidak dapat berpengaruh langsung terhadap kepercayaan merek dan Joyalitas merek dalam membentuk ekuitas merek. Sedangkan untuk Coca-Cola, menunjukkan bahwa kepuasan total dapat secara langsung berpengaruh terhadap loyalitas merek, reputasi merek dan kepereayaan merek dalam memhentuk ekuitas merek. Penelitian ini diharapkan dapat memperkaya implikasi manajerial bagi Teh Botol Sosro dan Coca-Cola da1am rangka membangun hubungan konsumen dengan merek. Selain harus membangun reputasi merek dan kepercayaan terhadap merek, kedua mcrek tersebut harus melihat peta persaingan mereka agar dapat terus bertahan dan mendapatkan keutungan ekonomi yang diberikan oleh ekuitas merek yang dianggap sebagai relational market-basad asset.

---

This research aims to understand relations between consumer and a brand in the softdrink industry context, which can he divided into the softdrink non-carbonate and softdrink carbonate category. The respondents of at this research are consumers of Teh Botol Sosro and Coca-Cola residing in three University. After conducting data collections, the data is analyzed using structure equation mode).

Result from this analysis, showed differences between Teh Botol Sosro and Coca­ Cola. Result for Teh Botol Sosro, showed that overall satisfaction can't have an effect directly on brand trust and brand loyalty. However overall satisfaction directly have an effect on brand reputation in developing b.nmd equity. While Coca-Cola's research showed that overall satisfaction directly have an effect on brand loyalty, brand reputation and brand trust in developing brand equity.

This research is expected to give rich managerial implications to the context of Teh Botol Sosro and Coca Cola and a brand. In addition to developing brand reputation and brand trust, both of them have to know the competition map, in order to survive and enjoy the substantial competitive and economic advantages provided by brand equity as a relational market-based asset."

"Analisis nilai finansial merek dapat dijelaskan melalui berbagai metode, diantaranya adalah Metode Discounted Future Earnings (Don Schultz, 2005) yang merupakan metode yang paling lazim digunakan. Metode lain yang dapat digunakan adalah melalui pendekatan Revenue Multiples (Aswath Damodaran, 2002). Hasil penelitian menunjukkan bahwa nilai merek Aqua yang didapatkan dari perhitungan menggunakan pendekatan revenue multiples adalah sebesar Rp. 1.592.511.166.835,- atau sebesar 82.69% dari nilai ekuitas PT. Aqua Golden Mississipi, Tbk, dan nilai merek Aqua yang didapatkan dari perhitungan menggunakan metode discounted future earnings adalah sebesar Rp. 1.608.778.770.874,- atau sebesar 83.54% dari nilai ekuitas PT. Aqua Golden Mississipi, Tbk.

---

The analysis of brand valuation can be explained further more with the use of several methods. One of the the most commonly used method is the Discounted Future Earnings Method (Don Schultz, 2003). Another method that can be used is the Revenue Multiples Approach (Aswath Damodaran, 2002). This research used those two calculation methods and showed that the brand value of Aqua mineral water using the revenue multiples approach is approximately Rp. 1.592.511.166.835,- or 82.69% of the equity value of PT. Aqua Golden Mississipi, Tbk and the brand value of Aqua mineral water using the discounted future earnings method is approximately Rp. 1.608.778.770.874,- or 83.54% ofthe equity value of PT. Aqua Golden Mississipi, Tbk."

"Berkembangnya bisnis taksi di Jakarta yang tidak diimbangi dengan system pelayanan yang balk membuat persaingan di bisnis ini hanya dikuasai oleh sedikit merek dari banyaknya merek taksi yang beroperasi di Jakarta. Tingkat persaingan yang tidak imbang membuat pelaku bisnis taksi mencoba untuk merebut pasar dengan Cara-cara yang tidak baik walaupun cara tersebut tidak melanggar hukum, misalnya dengan meniru penampilan fisik dari market leader. Saat ini banyak pengusaha taksi yang hanya meniru ciri fisik penampilan saja tanpa diikuti oleh peningkatan kualitas pelayanan. Hal ini bisa dimaklumi karena pada saat ini belum ada standar kulaitas pelayanan yang berlaku dalam bisnis taksi ini. Dengan tidak adanya sistem pelayanan yang standar membuat pelanggan hanya pasrah dan menerima saja baik atau buruk pelayanan yang diberikan oleh penyedia jasa taksi. Bahkan pelanggan cenderung berhati-hati dalam memilih taksi berkaitan dengan buruknya image pelayanan taksi di Jakarta.Agar bisa bersaing para pengusaha taksi harus bisa memahami apa yang harus dilakukan untuk dapat memenuhi kepuasan pelanggan agar mereka bisa menjalin hubungan yang balk dan bisa menjadikan mereka Ioyal. Aspek ketidak berwujudan dari suatu hubungan merupakan suatu nilai tambah yang dapat dikembangkan menjadi suatu keunggulan kompetitif yang tidak mudah ditiru oleh pesaing. Menjalin ikatan yang kuat dengan pelanggan dapat dilakukan dengan meningkatkan kualitas hubungan (Bruggen, Kacker, dan Nieuwlaat, 2001). Tingginya tingkat kepuasan, kepercayaan, dan komitmen pelanggan adalah karakteristik penting bagi kualitas hubungan yang berkualitas tinggi dan berjangka panjang (Anderson dan Narus, 1990; Coleman dan Robicheaux, 1994; Morgan dan Hunt, 1994).Penelitian ini dilakukan untuk mengukur dimensi kualitas jasa taksi dengan metode SEROUAL yang kemudian dihubungkan kepada loyalitas pelanggan melalui kepercayaan dan komitmen pelanggan. Penelitian dilakukan melalui survei terhadap 170 responden pengguna taksi yang tersebar di wilayah Jakarta. Data yang diperoleh kemudian diproses dan dianalisa dengan menggunakan SPSS 12.0 for Windows.Hasil penelitian menunjukan ternyata dari lima dimensi kualitas jasa yang ada dalam metode SERVOUAL baru dua saja yang memiliki hubungan positif terhadap kepuasan pelanggan, yaitu Assurance dan Eniphaty. Penampilan fisik atau tangible yang selama ini menjadi fokus para pengusaha taksi, ternyata tidak memiliki hubungan yang signifikan terhadap kepuasan pelanggan. Walau demikian, kepuasan pelanggan menyeluruh terbukti memiliki pengaruh yang positif terhadap kepercayaan, komitmen dan loyalitas pelanggan. Dari penelitian ini dapat disusun implikasi manajerial yang bisa dijadikan pedoman bagi pengusaha taksi untuk lebih meningkatkan kualitas dimensi jasanya yang saat ini masih belum baik agar bisa bersaing dengan perusahaan taksi yang lain, sehingga pelangganpun mempunyai lebih banyak pilihan merek taksi yang dapat memberikan pelayanan yang lebih baik.

---

The growth of the taxi business in Jakarta does not come with the well-standardized procedure of service. Therefore there are only few companies left in the competition. Thus there are only several companies are taking part of this public transportation business base on hundred registered companies. With the rapid growth of the public transportation business have created several taxi services engage to the unfair conduct; Even though, they do not cross any guideline or law. For the example; some companies have created their vehicles similar with the leading competitor such as body appearance. However, they cannot deliver best service to the passengers as their well know competitor. That circumstance can be found because they have lack of knowledge on customer standard quality. All of these conditions have made the passengers intend to select the taxi service very carefully, without the standardized on quality standard often the passenger always get the unpleasant consequences.

The taxi companies need to recognize how to improve their performance to their clients. They need to deliver best quality of service to their clients, in order to satisfy their passengers. The taxi companies have to create good relationship with their customer. 13y delivering the best service and maintained good relationship with their clients, the companies has made their clients loyal to them. All of these aspects above have created the brand image which can not be easily copy by other competitors. In order to have relationship with their customer, the companies need to improve their quality of relationship to their clients (Bruggen, Kacker, and Nieuwlaat, 2001). The highest satisfaction, trust, and the committed customer are characteristic to maintain their best quality of service and long-term relationship with their customer (Anderson and Narus, 1990; Coleman and Robicheaux, 1994; Morgan and Hunt, 1994).

This research is perform in order to measure the quality of dimension of the taxi service based the SERQUAL method in which connected to the customer-loyalty trust and the commitment of the customer. The research is taken by several surveys based on one hundred seventy correspondents which are the customer of the taxi service in Jakarta. All these data are gathered, processed, and analyzed using SPSS 12.0 for windows.

The final result of this research has determined five points the quality of dimension of service. Which is come form SERVQUAL, and it is only can be found of two methods such as Assurance and Empathy, The physical attraction or the tangible which usually become the focus of the taxi service companies does not have any significant relationship to the customer satisfaction. However, the customer satisfactions determine to have the positive impact on trust, commitment, and loyalty to their taxi service. This research can create managerial implication on the taxi service. The necessary action need to be taken by taxi companies in order to give their customer the flexibility to choose any taxi companies as they want and desire."

"Kajian ini bertujuan untuk menganalisis pengaruh Brand Experience terhadap Brand Loyalty Melalui Brand Satisfaction dan Brand Trust studi pada Maskapai Penerbangan Lion Air Indonesia. Penelitian ini menggunakan pendekatan kuantitatif, dengan penyebaran 100 kuesioner dengan metode non-probability sampling dan teknik purposive sampling kepada penumpang Lion Air yang dalam satu tahun terakhir menggunakan maskapai penerbangan Lion Air Indonesia minimal 3 kali. Pengolahan data menggunakan SPSS 22.0 dan SEM-PLS. Hasil Penelitian menunjukan bahwa brand experience memiliki pengaruh positif yang signifikan terhadap brand loyalty melalui brand satisfaction dan brand trust, brand experience memiliki pengaruh positif terhadap brand loyalty, brand experience memiliki pengaruh positif yang signifikan terhadap brand satisfaction, brand experience memiliki pengaruh positif yang signifikan terhadap brand trust, brand satisfaction tidak memiliki pengaruh yang signifikan terhadap brand loyalty dan brand trust memiliki pengaruh positif yang signifikan terhadap brand loyalty. Untuk penelitian selanjutnya, hasil kajian merekomendasikan untuk menambah variabel lainnya yang juga mempengaruhi brand loyalty seperti brand love dan brand personality.

---

This study is aimed to analyze the influence of Brand Experience toward Brand Loyalty through Brand Satisfaction and Brand Trust in the study of Lion Air Indonesia Airline. This study uses quantitative approach, with 100 questionnaires distributed by non-probability sampling methods and purposive sampling technique to service users that have used Lion Air Indonesia Airline minimum 3 times in one last year. The descriptive analysis data process is using SPSS 22.0 and data analysis is using SEM-PLS. The study aims to shows that brand experience has a significant positive influence toward brand experience through brand satisfaction and brand trust, brand experience has a significant positive influence toward brand loyalty, brand experience has a significant positive influence on brand trust, brand satisfaction has no significant influence on brand loyalty, and brand trust has a significant positive influence on brand loyalty. The study suggests that further research is expected to examine other variables that influence brand loyalty as brand love and brand personality"