Analisis brand equity UPH Surabaya: perspektif siswa/i SMA di Surabaya

Manafe, Indra Steiven (2012) Analisis brand equity UPH Surabaya: perspektif siswa/i SMA di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis faktor-faktor yang mempengaruhi ekuitas merek atau brand equity UPH Surabaya, ditinjau dari perspektif siswa/i SMA yang ada di Surabaya. Model yang digunakan dalam penelitian ini adalah metode observasi, wawancara, studi kepustakaan dan kuesioner dengan menggunakan skala likert, dan metode penentuan sampel yang digunakan adalah aksidental sampling sebanyak 221 sampel, namun setelah melalui hasil dan uji outliers, maka hanya digunakan 190 sampel. Metode analisis yang digunakan adalah analisis faktor eksploratori (exploratory factor analysis) yang dilanjutkan dengan metode regresi linear berganda (multiple linear regression). Kuantitatif data dikumpulkan melalui survey untuk menguji model dari brand equity dalam konteks pendidikan tinggi. Target empiris yang digunakan adalah wilayah Surabaya, di mana UPH Surabaya berdiri dan beroperasi. Penelitian ini menunjukkan bahwa hasil penelitian secara parsial mendukung akan proposed conceptual framework yang ada, di mana brand images memiliki pengaruh yang lebih signifikan dari consumer attributes maupun brand awareness terhadap brand equity UPH Surabaya. Berdasarkan hasil ini, maka secara practical dapat dijadikan pedoman untuk memfokuskan kegiatan dan usaha marketing dari UPH Surabaya. / This research aims to determine and analyze what factor is particular significance in UPH Surabaya’s brand equity, using high school student in Surabaya perspective. The model used in this research are the method of observation, interviews, literature review and questionnaires using Likert scale, and method of determination of the sample used was accidentasl sampling of as manya as 221 sample, which decreased to 190 sample after outliers tests. The method of analysis were used exploratory factor analysis, and then continued with multiple linear regression. Quantitative data collected via a self-completion survey are used to test a model of brand equity in the context of Higher Education. The empirical setting is Surabaya, which is UPH Surabaya location and operational area. The result provide partial support for the proposed conceptual model, with image-related determinant (brand image) of brand equity being far more significant to UPH Surabaya brand equity than awareness-related determinant (brand awareness) and consumer-related determinant (consumer attributes). This result practically could be used to provides guidance on how and where to focus UPH Surabaya marketing efforts.

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