Pengaruh antara Brand Logo, Brand Personality, Brand Familiarity dengan Brand Image Apple Iphone

Wang, Jason (2023) Pengaruh antara Brand Logo, Brand Personality, Brand Familiarity dengan Brand Image Apple Iphone. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penjualan dapat ditingkatkan dengan berbagai cara salah satunya menggunakan berbagai komponen merek, seperti logo untuk mengomunikasikan strategi merek. Namun terdapat kelangkaan kerangka teori yang menganalisis bagaimana logo merek memengaruhi merek dari sudut pandang konsumen. Oleh karena itu, penelitian ini mengeksplorasi bagaimana bisnis mengelola logo merek agar memiliki pengaruh yang menguntungkan pada citra merek mereka berdasarkan kesenjangan penelitian. Penelitian ini bertujuan untuk menganalisis pengaruh brand logo, brand personality, dan brand familiarity terhadap brand image produk Apple iPhone. Penelitian ini menggunakan metode survei dengan kuesioner sebagai alat pengumpulan data dari responden yang merupakan pemilik atau pengguna potensial produk Apple iPhone. Jenis penelitian ini adalah kuantitatif, menggunakan sampel 176 responden pengguna Apple Iphone. Teknik analisis data menggunakan SEM PLS. Dari 15 hipotesis, 6 hipotesis diterma dan 9 hipotesis ditolak. Hasil penelitian menunjukkan bahwa Brand logo berpengaruh positif terhadap sincerity, Excitement, Competence, Sophistication, Ruggedness, dan Brand Familiarity. Sedangkan Sincerity, Excitement, Competence, Sophistication, Ruggedness tidak berpengaruh positif terhadap Brand Image. Hasil penelitian juga mengungkapkan bahwa Brand Familiarity dan Brand logo tidak berpengaruh positif terhadap Brand Image. Brand Personality dan Brand Familiarity tidak dapat Memediasi pengaruh Brand logo terhadap Brand Image. / Sales can be increased in various ways, one of which is using various brand components, such as a logo to communicate brand strategy. However, there is a dearth of theoretical frameworks that analyze how brand logos influence brands from the consumer's perspective. Therefore, this research explores how businesses manage brand logos to have a favorable impact on their brand image based on research gaps. This research aims to analyze the influence of brand logo, brand personality, and brand familiarity on the brand image of Apple iPhone products. This research uses a survey method with a questionnaire as a data collection tool from respondents who are owners or potential users of Apple iPhone products. This type of research is quantitative, using a sample of 176 respondents who are Apple iPhone users. The data analysis technique uses SEM PLS. Of the 15 hypotheses, 6 hypotheses were accepted and 9 hypotheses were rejected. The research results show that the brand logo has a positive effect on sincerity, excitement, competence, sophistication, ruggedness and brand familiarity. Meanwhile, Sincerity, Excitement, Competence, Sophistication, Ruggedness do not have a positive effect on Brand Image. The research results also reveal that Brand Familiarity and Brand logo do not have a positive effect on Brand Image. Brand Personality and Brand Familiarity cannot mediate the influence of the Brand logo on Brand Image.

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