Hasil Pencarian  ::  Simpan CSV :: Kembali

"Penelitian ini membahas mengenai strategi pemasaran brand alliance dan pengaruhnya terhadap brand equity, brand preference, dan purchase intention dalam industri laptop. Dengan melakukan eksperimen terhadap 2 buah merek laptop dan 2 buah merek audio system yang merupakan high equity brand dan low equity brand ke dalam 4 pasang brand alliance fiksional yaitu ASUS/PIONEER, ASUS/PLANTRONICS, CLEVO/PIONEER dan CLEVO/PLANTRONICS. Penelitian ini menggunakan 162 responden yang termasuk dalam generasi Y yang lahir pada tahun 1980-2000 dan berada di sekitar lingkungan kampus baru Universitas Indonesia sebagai subjek penelitian. Teknik pengambilan sampel dilakukan dengan teknik convenience sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah paired t test dan linear regression. Hasil penelitian menunjukkan bahwa post alliance host brand equity pasangan pertama tetap stabil dengan perubahan sebesar (0,047). Pada pasangan kedua host brand equity juga tetap stabil dengan perubahan sebesar (0,098). Pasangan ketiga meningkatkan host brand equity sebesar (0,375). Kemudian pasangan terakhir meningkatkan host brand equity sebesar (0,357). Hasil uji regresi menunjukkan bahwa post alliance brand equity ternyata memiliki pengaruh positif terhadap brand preference dan purchase intention. Hasil penelitian ini menunjukkan bahwa brand alliance dapat meningkatkan brand equity dari merek laptop yang menjalankan strategi tersebut.

---

This research will discuss about the brand alliance marketing strategy and its effects on brand equity, brand preference, and purchase intention in the laptop industry. By conducting experiments on 2 laptop brands and 2 audio system brand that is considered high equity brands and low equity brands into 4 pairs of fictional brand alliance that ASUS / PIONEER, ASUS / PLANTRONICS, CLEVO / PIONEER and CLEVO / PLANTRONICS.

This study is using 162 participants that are a member of generation Y whose date of birth is between 1980 and 2000 within the new campus of the University of Indonesia as a research subject. Sampling technique that is used in this research is convenience sampling technique. Data analysis technique that is used in this research is paired t test and linear regression methods.

Analysis result shows that post alliance hosts brand equity of the first pair of brand remained stable with the change of (0,047). In the second pair, host brand equity also remains stable with changes of (0,098). The third pair increases the host brand equity by (0,375). Then the last pair increases the host brand equity by (0,357).

Regression results indicate that post-alliance brand equity have a positive effect on brand preference and purchase intention. These results shows that brand alliance can increase brand equity of laptop brands who implement this strategy."

"Persaingan pasar yang begitu ketat memaksa pemasar mencari cara untuk memenangkan produknya di pasar. Brand equity menjadi salah satu cara untuk dapat meningkatkan nilai perusahaan di mata konsumen. Brand equity tidak hanya didapatkan dari strategi promosi seperti harga dan iklan saja namun juga dari negara asal sebuah merek. Penelitian ini bertujuan untuk menganalisis pengaruh country-of-origin image terhadap brand equity dengan mempertimbangkan perceived quality, brand loyalty, dan brand awareness/association yang dimiliki konsumen pada industri laptop di Indonesia. Sampel penelitian ini adalah mahasiswa yang berdomisili di Jabodetabek yang pernah membeli dan menggunakan produk laptop dalam kurun waktu enam tahun terakhir. Data diolah menggunakan metode Structural Equation Modelling SEM dan juga menggunakan metode Analysis of Variance ANOVA untuk melihat perbedaan antar merek laptop dan antar negara asal merek laptop. Hasil penelitian ini menunjukkan bahwa country-of-origin image memiliki pengaruh positif terhadap perceived quality, brand loyalty, dan brand awareness/association, namun country-of-origin image tidak berpengaruh signifikan terhadap brand equity. Hasil penelitian juga menunjukkan bahwa perceived quality dan brand awareness/association tidak memediasi hubungan antara country-of-origin image dan brand equity, hanya brand loyalty yang memediasi hubungan antara kedua variabel tersebut.

---

The market competition is so tight forcing marketers to find ways to win their products in the market. Brand equity becomes a way to increase company value in costumers rsquo eyes. Brand equity is not only gained by promotional strategies such as pricing and advertising but also by brand rsquo s country of origin. This study aims to analyze the effect of country of origin image towards brand equity by considering perceived quality, brand loyalty, and brand awareness association in Indonesia laptop industry. Data for this research were collected from college student in Jabodetabek who have ever bought and used laptop in the last six years. The data were analyzed using Structural Equation Modelling SEM method using LISREL 8.51 and also using Analysis of Variance ANOVA method to analyze differences between laptop brands and between laptop brand rsquo s country of origin. The result of this research shows that country of origin image has positive effect on perceived quality, brand loyalty, and brand awareness association, whilst country of origin image tidak berpengaruh signifikan terhadap brand equity. Furthermore, the results shows that perceived quality and brand awareness association does not mediating the relationship between country of origin image and brand equity, only brand loyalty which mediating the relationship among those variables. "