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Please use this identifier to cite or link to this item: http://repository.uksw.edu/handle/123456789/721
Title: Pendekatan Baru dalam Membangun Brand Salience : Analisis Moderator
Authors: Abdi, Antonius Surjo
Keywords: brand name products
Issue Date: 2012
Publisher: Doktor Ilmu Manajemen Program Pascasarjana FEB-UKSW
Abstract: Pemasar mempunyai keyakinan bahwa sering menerapkan sales promotion, meliputi promosi harga dan promosi premium terhadap konsumen akan menurunkan kepercayaan konsumen terhadap kualitas sebuah merek. Konsumen akan menganggap kualitas merek tersebut buruk. Periklanan selalu dipandang sebagai instrumen dari program pemasaran yang dapat membangun citra sebuah merek. Jadi, aktivitas sales promotion selalu dianggap sebagai upaya yang dapat melemahkan brand salience sebuah produk, dan aktivitas periklanan dipandang sebagai alat ampuh untuk dapat meningkatkan brand salience sebuah produk. Penelitian tentang adanya pengaruh positif pelaksanaan sales promotion terhadap brand salience masih jarang dilakukan. Penelitian tentang penguatan brand salience masih berkutat pada aktivitas promosi non harga. Penelitian ini ingin melihat apakah ada pengaruh positif promosi harga,promosi premium dan periklanan terhadap brand salience sebuah produk. Selanjutnya peneliti menambahkan fungsi moderator yang dapat mempengaruhi hubungan antara ketiganya dengan brand salience. Peneliti berdasarkan pengalaman empiris me-mutuskan menggunakan moderator negara asal merek, reputasi perusa-haan dan status sosial-ekonomi konsumen. Dengan menggunakan Structural Equation Model, maka peneliti ingin melihat hubungan antar peubah tersebut secara simultan. Pengambilan sampel dilakukan dengan metode cluster sampling. Penelitian dilakukan di kota Semarang, Yogyakarta dan Klaten dengan total responden sebanyak 400 responden pengguna kompor gas Rinnai. Hasil yang ada menun-jukkan bahwa promosi harga dan periklanan berpengaruh positif terhadap brand salience, sedangkan promosi premium berpengaruh negatif terhadap brand salience. Hasil yang berbeda apabila peubah moderator dimasukkan, karena semua aktivitas promosi harga, per-iklanan, dan bahkan promosi premium berpengaruh positif terhadap brand salience. Dari hasil penelitian maka didapati implikasi manajerial bahwa pemasar seharusnya tidak ragu-ragu dalam melaksanakan promosi harga dan promosi premium, selama memperhatikan kebera-daan perusahaan apakah telah memenuhi kualifikasi sehingga dianggap siap untuk melaksanakan sales promotion. Pemasar harus juga sepe-nuhnya menyadari bentuk-bentuk promosi harga dan promosi pre-mium yang akan dilakukan agar menjadi efektif dan tidak berpengaruh negatif terhadap brand salience perusahaan
Marketers have a belief that is often applied sales promotion, including price promotion and premium promotion to consumers will decrease consumer confidence in the quality of a brand. Consumers will consider the poor quality of the brand. Advertising has always viewed as an instrument of marketing programs that can build a brand image. Thus, sales promotion activities are always regarded as an attempt to weaken the salience of a product brand, and advertising activity is seen as a powerful tool to increase brand salience of a product. Research about the positive influence the implementation of sales promotion on brand salience is still rarely done. Research on strengthening brand salience is busily engaged in the activity of non-price promotions. This study wanted to see if there is a positive influence price promotion, premium promotion and advertising of brand salience of a product. Further research moderators can add functions affect the relationship between all three brand salience. Researchers based on empirical experience moderator country decides to use the brand, corporate reputation and social-economic status of consumers. By using a structural equation model, the researcher would like to see the relationship between these variables simultaneously. Research about the positive influence the implementation of sales promotion on brand salience is still rarely done. Research on strengthening brand salience is busily engaged in the activity of non-price promotions. This study wanted to see if there is a positive influence price promotion, premium promotion and advertising of brand salience of a product. Further research moderators can add functions affect the relationship between all three brand salience. Researchers based on empirical experience moderator country decides to use the brand, corporate reputation and social-economic status of consumers. The sample collection is done with a method of sampling clusters . Research is done in the city of Semarang, Yogyakarta and Klaten with a total of respondents as many as 400 respondents user to the gas burner Rinnai. The result showed that the price promotional and advertising influential favorably to brand salience, while the promotion of premium have negative effects for the brand salience. Different outcomes when variables included a moderator because all the activity of promotion price, advertising, and even promotion premium influential favorably to brand salience . Then the implications of the research found managerial marketers that shouldn 't hesitate in carrying out the promotion of premium price promotion and premium promotion, for taking into account the company would have qualified so regarded ready to implement sales promotion. Marketers must also fully aware of the forms of price promotion and premium promotions that will be done in order to become effective and does not affect negatively to brand salience
URI: http://repository.uksw.edu/handle/123456789/721
ISBN: 978-979-729-077-1
Appears in Collections:D - Doctor of Management Science

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D_922009101_BAB I.pdfBAB I1.02 MBAdobe PDFView/Open
D_922009101_BAB II.pdfBAB II3.42 MBAdobe PDFView/Open
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D_922009101_Daftar Pustaka.pdfDaftar Pustaka439.18 kBAdobe PDFView/Open
D_922009101_Lampiran.pdfLampiran606.09 kBAdobe PDFView/Open


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