PENGARUH BRANDING TERHADAP PERILAKU KONSUMEN

Tri Esti Masita

Abstract

ABSTRACT


Customer-based brand equity (CBBE) is a differential effect which is owned brand knowledge on consumer response to marketing the brand. The principle of customer-based brand equity model is that the strength of the brand lies in what is seen, read, heard, learned, thinking and feeling about the brand customers all the time. The purposes of branding is giving power of the brand on the product or service as opposed to another.

This article is the research developed the conceptual framework of the model Mohammad Reza Jalivand at al (2011) that integrates customer-based brand equity and the theory of planned behavior carried out in Purwokerto’s sociaty`

Data were collected and analyzed from 113 respondents. The results using analysis tools Structural Equation Modeling AMOS 16.0 indicates that the variable brand equity consists of brand awareness, brand association, perceived quality and loyalty largely influence the behavior of the premeditated consisting of affective attitude, subjective norm, and control the behavior that ultimately affect consumer intentions to behave choose the brand. There are two variables that are not significant in this research,that are the brand awareness of the subjective norm, and perception of quality to control behavior. To overcome this, required complete information and interesting conducted by the salesperson or personal selling that brand closer and embedded in the minds of consumers are expected to motivate target consumers to prefer the brand delivered.

 

Keywords: customer-based brand equity, branding, planned behavior, Islamic banking services Purwokerto.

 

ABSTRAK

 

Ekuitas merek berbasis pelanggan (customer-based brand equity) adalah pengaruh diferensial yang dimiliki pengetahuan merek atas respon konsumen terhadap pemasaran merek. Prinsip dari model ekuitas merek berbasis pelanggan adalah bahwa kekuatan merek terletak pada apa yang dilihat, dibaca, didengar, dipelajari, dipikirkan dan dirasakan pelanggan tentang merek sepanjang waktu. Selanjutnya tujuan penetapan merek (branding) adalah memberikan kekuatan merek pada produk atau jasa agar berbeda dengan yang lain.

Artikel ini merupakan riset yang dikembangkan dari model kerangka pemikiran konseptual Mohammad Reza Jalivand at al (2011) yang mengintegrasikan ekuitas merek berbasis pelanggan dan teori perilaku terencana yang dilakukan pada masyarakat Purwokerto

Data dikumpulkan dan dianalisis dari 113 responden. Hasil penelitian dengan menggunakan alat analisis Structural Equation Modeling AMOS 16.0 menunjukkan bahwa variabel ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas sebagian besar mempengaruhi perilaku terencana yang terdiri dari sikap afektif, norma subyektif, dan kontrol perilaku yang pada akhirnya mempengaruhi niat konsumen berperilaku memilih merek. Ada dua variabel yang tidak berpengaruh signifikan dalam riset ini yaitu kesadaran merek terhadap norma subyektif dan persepsi kualitas terhadap kontrol perilaku. Untuk mengatasi hal tersebut diperlukan informasi yang lengkap dan menarik yang dilakukan oleh tenaga penjual atau personal selling agar merek lebih dekat dan melekat di benak konsumen yang diharapkan dapat memotivasi konsumen sasaran untuk lebih memilih merek yang disampaikan.

 

Kata kunci : Ekuitas merek berbasis pelanggan, branding, perilaku terencana, layanan perbankan syariah Purwokerto.

Full Text:

PDF

References

DAFTAR PUSTAKA

Aaker, David, A. (1991). Managing Brand Equity: Capitalizing on the value of the brand name. New York, NY: The Free Press.

Aaker, David, A. (1996). Measuring Brand Equity Across Product and Markets, California Management Review, Vol 38, pp.102 — 120.

Aaker, Jennifer,L. (1997), Dimensions of Brand Personality, journal of Marketing Research, 34, August, 347 — 357.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Springer.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Kauhl & Beckman (Eds.), Action Control: From Cognition to Behavior (pp. 11 — 39). Heidelberg, Germany Springer.

Ajzen, I. (1987). Attitudes,traits, and action: Dispositional prediction of behavior in personality and social psychology. Advances in Experimental Social Psychology, 20, 1 ¬63.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Process, 50 (2), 179 — 211.

Ajzen, I. (2005). Attitudes, Personality and Behavior 2e. McGraw-Hill International.

Ajzen, I. (2006) Construction a TPB questionnaire : conceptual and methodological considerations. Available at: http:// www.people.umass.eduiajzenitpbrefs.html (2 Mei 2012).

Ajzen, I., Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs NJ: Prentice-Hall.

Ardianto, Eka (1999), Mengelola Aktiva Merek: Sebuah Pendekatan Strategis. Forum Manajemen Prasetya Mulya, No. 67, p. 34 — 39.

Bandura, A. (1986). Social foundations of thought and action : A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.

Berry, Leonard L. (2000). Cultivating Service Brand Equity. Academy of Marketing Science Journal. Vol 28: 128 — 137 AB1/INFORM Global.

Campbell, M.C. (2002). Building brand equity. International Journal of Medical Marketing, 2(3): 1-6 (dapat diakses pada http:// derby. co.il/shivuk/shivuk_new/3b.pdf).

Chau, Patrick Y. K. dan Hu, Paul J. (2002). Examining a Model of Information Technology Acceptance by Individual Professionals: An Exploratory Study [electronic version]. Journal of Management Information System,18 (4), 191-229.

Durianto,Sugiarto dan Tony Sitinjak, (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, PT. Gramedia Pustaka Utama, Jakarta.

Ferdinand, Augusty (2005) Structural Equation Modeling Dalam Penelitian Managemen, Badan PenerbitnUniversitas Diponegoro.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley

Fishben, M. & Ajzen, I. (1972). Attitudes and opinions. Annual Review of Psychology, 23, 487-544.

Futrell, Charles & William J. Stanton, (1989), Fundamentals of Marketing, 8th edition, McGrawhill, Singapore

Gagné, R.M. (1974),Essentials of Learning for Instruction, Dryden, Hinsdale, IL

Gerungan WA. (2000). Psikologi Sosial. Bandung: Refika Aditama

Ginden, R. (1993). The name game. Cheers, 59-62

Grace, D. & O’Cass, A. (2002), “Brand associations: looking through the eye of the beholder”, Journal of An International Qualitative Market Research, Vol 5, pp. 96-111.

Hair, Joseph F., Ralph E. Anderson, Ronald L. Tatham., William C. Black (1995), Multivariate Data Analysis, 5th ed. upperSaddle River, NJ: Prentice Hall

Honderich, T. (1995), Oxford Companion to Philosophy, Oxford University Press, Oxford

Howard dan Kendler, 1974; Howard H., Kendler.(1974). Basic Psychology.Philipines: Benyamin/Cummings http://people.umass.edu/aizen/f&a1975.html

Jalilvand, Mohammd Reza, Ebrahimabadi, Farhad., & Samiei, Neda (2011). The impact of Branding on Customer's Attitudes toward Banking Service (The Case of Iran's Melli Bank), International Business and Management, Vol.2, no.1, pp. 186— 197. www. cscanada.net.

Kamakura, Wagner A. & Gary J. Russell (1993), "Measuring Brand Value with Scanner Data", International Journal of Research in Marketing, 10 (March), 9-22.

Keagan, Warren.J, Sandra E. Moriarty, & Thomas R. Duncan, (1995), Marketing, Third Edition. Prentice Hall International Inc, Englewood Cliffs, New jersey.

Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity.(3rd ed.). Upper Saddle River, NJ: Prentice Hall.

Keller,L.K. (2001). Building Customer — Based Brand Equit: A Bluprint for Creating Strong Brand, WorkingPaper Report no: 01- 107, Marketing Science Institute.

Keller,L.K., (1993), Conceptualizing, measuring, and managing customer — based brand equity, Journal of Marketing, vol. 57, pp. 1 - 39.

Kertajaya, Hermawan. (1996). Siasat Memenangkan Persaingan Global: Marketing Plus 2000, Gramedia Pustaka Utama, Jakarta.

Montgomery, C. &Wernerfelt, B.(1992). Risk reduction and umbrella a branding. Journal of Business,65, 31 — 50.

O’Leary, S. & Deegan, J. (2003). People, pace, place: Qualitative and quantitative images of Ireland as a tourism destination in France. Journal of Vacation Marketing, 9, 213 — 226.

O'Malley, D. (1 991). Brand means business. Accountancv. 107, 107 - 108,

Outlook Perbankan Syariah 2012 - Bank Indonesia (dapat di akses pada www.bi.go.id/NR/...EF4E../outlook_perbankan_syariah_2012.pdf).

Park, Chan Su & Seenu V. Srinivasan (1994), "A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, 31, 2, 271-288.

Rangaswamy, Arvind, Raymond Burke, & Terence Oliva (1993), “Brand equity and the extendibility of brand names,”International Journal of Research in Marketing, 10 (1), 61-75

Ries, AL, Trout, J., (1982), Positioning: The Bettle for Your Mind. New York, NY: Warner.

Suliyanto. (2005), Analisis data dalam aplikasi pemasaran, Bogor: Ghalia Indonesia.

Terence, A. Shimp (2003). Periklanan dan Promosi, Erlangga, Jakarta

Tim Penyusun Kamus Pusat Pembinaan Dan Pengembangan Bahasa, (1994), Kamus Besar Bahasa Indonesia, Jakarta, Balai Pustaka

Urde, M., (1994), Brand Orientation - strategy for survival. Journal of Consumer Marketing, vol. 11 n 3.

Vaidyanathan, & Aggarwal, P. (2000), Strategic brand alliances: implication of ingredient branding for national and private label brands. Journal of Product and Brand Managemen. Vol. 9, pp. 214 - 228.

Wadsworth, B.J. 1971. Piaget's Theory of Cognitive Development. New York: Longman, Inc

Wood, L. (2000), Brands and brand equity: Definition and management. Management Decision, 38(9): 662 - 669

Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. http://dx.doi.org/10.1177/0092070300282002

http://ekbis.sindonews.com/

http://infobanknews.com/

Refbacks

  • There are currently no refbacks.