Pengaruh brand awareness, brand association, perceived quality dan brand loyalty terhadap repurchase intention melalui brand equity beras dalam kemasan bermerek “manna” di Jember

Setiabudi, Maria Magdalena Cendani (2011) Pengaruh brand awareness, brand association, perceived quality dan brand loyalty terhadap repurchase intention melalui brand equity beras dalam kemasan bermerek “manna” di Jember. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Ekuitas merek menjadi hal yang sangat penting untuk diperhatikan oleh perusahaan karena sejalan dengan perdagangan bebas memunculkan berbagai produksi barang oleh produsen yang berbeda terhadap barang sejenis. Beras termasuk dalam produk yang memiliki perbedaan sedikit antar mereknya dan merupakan produk dengan pembelian low involvement. Jadi perilaku pembelian konsumennya adalah habitual buying behavior. Dengan berada pada posisi ini, maka semakin besar peluang dari beras kemasan bermerek “Manna” untuk memperkuat ekuitas mereknya. Tujuan penelitian ini adalah untuk mengetahui pengaruh dimensi ekuitas merek terhadap minat beli ulang melalui ekuitas merek pada beras dalam kemasan bermerek “Manna” di Jember. Objek penelitian ini adalah pelanggan Carrefour Jember yang melakukan pembelian beras. Analisis data menggunakan SEM (Structural Equation Modelling) dengan alat AMOS. Analisis meliputi analisis deskriptif, uji asumsi SEM, uji validitas dan reliabilitas, kausal Model atau SEM dan pengujian kesesuaian model melalui AMOS 18. Hasil analisis menunjukkan bahwa model memenuhi kriteria Goodness of Fit. Hasil penelitian juga menunjukkan 5 hipotesis yang diajukan dalam penelitian ini diterima. Saran teoritis yang diajukan dalam penelitian ini adalah terutama untuk penelitian yang akan datang agar mencakup variabel-variabel lain yang belum diteliti dalam penelitian ini. Saran praktis yang diajukan dalam penelitian adalah tidak hanya untuk produk beras namun juga untuk pelaku usaha lain di industry perdagangan agar memperhatikan memasarkan dan menetapkan strategi bisnis atas produk yang sesuai / Brand equity becomes a very important thing to note by the company in line with free trade because it raises a variety of production of goods by different manufacturers of similar goods. Rice is included in the product that has a little difference between the brand and a product with the purchase of low involvement. So the consumer purchasing behavior is habitual buying behavior. Being in this position, the greater the chances of branded packaged rice "Manna" to strengthen its brand equity. The purpose of this study was to determine the effect of Brand Equity dimensions to Repurchase Intention through on the Brand Equity of branded rice in packs "Manna" in Jember. The object of this study is customers Carrefour Jember who make purchases of rice. This research has been analyzed through SEM (Structural Equation Modelling) with AMOS tools. This analysis consist of descriptive analysis, test assumptions SEM, validity and reliability, causal models or SEM and conformance testing of the model through the AMOS 18. The analysis showed that the model meets the criteria Goodness of Fit. The results also showed five hypotheses proposed in this study received. Theoretical suggestions posed in this study is mainly for future studies to include other variables that have not been investigated in this study. Practical suggestions put forward in the research is not just for rice products, but also for other business actors in the trade industry to pay attention to market and establish business strategy for the appropriate product

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