vi ABSTRAK
Bernadetta Surya Febrianti : Skripsi
Pengaruh Identitas Merk dan Citra Merk di Media Sosial terhadap Loyalitas Merk: Studi Kasus Coca Cola
Tujuan utama dari penelitian ini adalah untuk mengetahui hubungan antara identitas merk dan loyalitas merk, demikian pula antara citra merk dan loyalitas merk dengan menggunakan Coca Cola sebagai contoh. Melalui metode judgement sampling, data primer didapatkan dari kuisioner dengan 87 responden berkriteria anak muda, netizen, dan pernah membeli Coca Cola dalam kurun waktu 1.5 tahun.
Data yang didapat kemudian dianalisa menggunakan regresi linear sederhana.
Hasil analisa data tersebut menunjukkan adanya hubungan yang signifikan dan positif baik antara identitas merk dan loyaltias merk maupun antara citra merk dan loyaltias merk. Dengan demikian, performa merk di sosial media perlu mendapat sorotan lebih dengan cara menyampaikan pesan yang benar dan manjaga citra positif di benak pelanggan.
Kata Kunci: Identitas Merk, Citra Merk, Loyalitas Merk, dan Media Sosial
ABSTRACT
Bernadetta Surya Febrianti : Thesis
The Impact of Brand Identity and Brand Image in Social Media toward Brand Loyalty: Case of Coca Cola
The main purpose of this study is to investigate the relationship between brand identity and brand loyalty as well as between brand image and brand loyalty in social media using Coca Cola as the example. Through judgement sampling method, primary data was obtained from a questionnaire with 87 respondents who are youth, are netizen, and have bought Coca Cola in the past 1.5 year. The data was then analyzed using simple linear regression analysis. The result of the analysis showed that both relationship is significant and positive meaning that both brand identity and brand image will lead to brand loyalty. Therefore, the brand needs to improve their brand’s performance in social media by delivering the right message and maintaining the positive image in its customers’ minds.
Keyword: Brand Identity, Brand Image, Brand Loyalty, and Social Media
vii
TABLE OF CONTENTS
TITLE PAGE ... i
APPROVAL PAGE ... ii
STATEMENT OF AGREEMENT IN PUBLICATION OF UNDERGRADUATE THESIS FOR ACADEMIC PURPOSE ... iii
ACKNOWLEDGEMENT ... iv
ABSTRACT ... vi
TABLE OF CONTENTS ... vii
LIST OF TABLES ... x
LIST OF FIGURES ... xii
LIST OF EQUATIONS ... xiii
LIST OF APPENDICES ... xiv
1. INTRODUCTION ... 1
1.1. Research Background ... 1
1.2. Research Questions ... 7
1.3. Research Objectives ... 7
1.4. Research Benefit ... 7
2. THEORETICAL BACKGROUND ... 9
2.1. Concepts and Definitions ... 9
2.1.1. Brand identity ... 9
2.1.2. Brand Image ... 13
2.1.3. Brand Loyalty ... 14
2.2. Relationship between Concepts ... 15
2.2.1. Brand Identity – Brand Loyalty ... 15
2.2.2. Brand Image – Brand Loyalty ... 17
2.3. Hypothesis ... 20
3. RESEARCH METHOD ... 21
3.1. Types of Research Methodology ... 21
3.2. Description of Variables ... 22
3.2.1. Independent Variables ... 22
3.2.2. Dependent Variables ... 25
3.3. Description of Data ... 26
3.3.1. Type of Data ... 26
viii
3.3.2. Source of Data ... 30
3.3.3. Sampling Method ... 30
3.4. Analytical Method ... 34
3.4.1. Justification of Data ... 34
3.4.1.1. Reliability Test ... 34
3.4.1.2. Validity Test ... 34
3.4.1.3. Outlier Test... 35
3.4.2. Statistical Methods ... 36
3.4.2.1. Classical Assumptions Test ... 36
3.4.2.2. Simple Linear Regression Analysis ... 40
4. ANALYSIS AND RESULTS ... 42
4.1. Report of the Results ... 42
4.1.1. Justification of Data ... 42
4.1.1.1. Independent Variable 1: Brand Identity ... 43
4.1.1.2. Independent Variable 2: Brand Image ... 46
4.1.1.3. Dependent Variable: Brand Loyalty ... 49
4.1.2. Descriptive Statistics ... 52
4.1.3. Classical Assumptions Test: Brand Identity – Brand Loyalty ... 54
4.1.3.1. Autocorrelation Test... 54
4.1.3.2. Heteroscedasticity Test ... 54
4.1.3.3. Normality Test ... 56
4.1.3.4. Linearity Test ... 58
4.1.4. Classical Assumptions Test: Brand Image – Brand Loyalty ... 59
4.1.4.1. Autocorrelation Test... 59
4.1.4.2. Heteroscedasticity Test ... 59
4.1.4.3. Normality Test ... 61
4.1.4.4. Linearity Test ... 63
4.1.5. Simple Linear Regression: Brand Identity – Brand Loyalty ... 63
4.1.5.1. Coefficient of Determination (R2) ... 64
4.1.5.2. t-test ... 64
4.1.6. Simple Linear Regression: Brand Image – Brand Loyalty ... 65
4.1.6.1. Coefficient of Determination (R2) ... 66
4.1.6.2. t-test ... 66
4.2. Discussion of the Results ... 67
4.2.1. Brand Identity towards Brand Loyalty ... 68
4.2.2. Brand Image towards Brand Loyalty ... 70
5. SUMMARY AND RECOMMENDATION ... 73
5.1. Summary and Conclusions ... 73
5.2. Recommendations ... 74
5.2.1. Brand Identity – Brand Loyalty ... 74
5.2.2. Brand Image – Brand Loyalty ... 77
5.3. Limitations of the Research ... 80
5.4. Suggestion for Further Research ... 81
BIBLIOGRAPHY ... 83 APPENDICES
ix
APPENDICES ... 91
x
LIST OF TABLES
3.1 Dimensions of Brand-Identity Prism Model & The Application
on Social Media ... 23
3.2 Dimensions of Brand Image & The Application on Social Media ... 25
3.3 List of Classification Questions ... 28
3.4 Example of Likert scale used ... 30
3.5 Probability and Non-probability Sampling Designs ... 31
3.6 Decision Making for Durbin-Watson Test ... 37
4.1 Brand Identity’s Validity Test ... 43
4.2 Brand Identity's Reliability Test ... 44
4.3 Brand Identity's Cronbach's Alpha if Item Deleted ... 44
4.4 Brand Identity's Outlier Test ... 45
4.5 Brand Image's Validity Test ... 47
4.6 Brand Image's Reliability Test ... 47
4.7 Brand Image's Cronbach's Alpha if Item Deleted ... 48
4.8 Brand Image's Outlier Test ... 48
4.9 Brand Loyalty's Validity Test ... 50
4.10 Brand Loyalty's Reliability Test ... 50
4.11 Brand Loyalty's Cronbach's Alpha if Item Deleted ... 50
4.12 Brand Loyalty's Outlier Test ... 51
4.13 Respondent's Mean of Brand Loyalty ... 53
4.14 Brand Identity - Brand Loyalty Autocorrelation Test ... 54
4.15 Brand Identity - Brand Loyalty Heteroscedasticity Test ... 55
4.16 Brand Identity - Brand Loyalty Normality Test ... 57
xi
4.17 Brand Identity - Brand Loyalty Linearity Test ... 58
4.18 Brand Image - Brand Loyalty Autocorrelation Test ... 59
4.19 Brand Image - Brand Loyalty Heteroscedasticity Test... 60
4.20 Brand Image - Brand Loyalty Normality Test ... 62
4.21 Brand Image - Brand Loyalty Linearity Test ... 63
4.22 Brand Identity - Brand Loyalty Coefficient of Determination ... 64
4.23 Brand Identity - Brand Loyalty t-test... 65
4.24 Brand Image - Brand Loyalty Coefficient of Determination... 66
4.25 Brand Image - Brand Loyalty t-test ... 67
4.26 Respondent's Mean of Brand Identity ... 68
4.27 Respondents' Mean of Brand Image ... 70
xii
LIST OF FIGURES
1.1 The Relationship between Brand Identity and Customers' Loyalty ... 2
1.2 Major Channels of Internet Marketing ... 4
1.3 Top Soda Brands on Facebook, Twitter, and Instagram ... 6
2.1 Brand identity Prism ... 10
2.2 Relationships between Concepts ... 15
2.3 Building Customer-Based Brand Equity ... 16
2.4 Framework of the Relation between Brand Image and Brand Loyalty ... 18
2.5 Framework of the Relations between Brand Image - Customer Loyalty and Brand Image - Customer Commitment ... 19
3.1 Comparison of Homoscedasticity and Heteroscedasticity Scatterplots ... 38
3.2 Histogram and Plot Test of Data with Normal Distribution ... 39
4.1 Respondent's Time Spent Online ... 52
4.3 Brand Identity - Brand Loyalty Scatterplot ... 55
4.4 Brand Identity - Brand Loyalty Histogram ... 56
4.5 Brand Identity - Brand Loyalty Plot Test ... 57
4.6 Brand Image - Brand Loyalty Scatterplot ... 60
4.7 Brand Image - Brand Loyalty Histogram ... 61
4.8 Brand Image - Brand Loyalty Plot Test ... 62
xiii
LIST OF EQUATIONS
3.1 ... 33
3.2 ... 34
3.3 ... 39
3.4 ... 39
3.5 ... 40
3.6 ... 40
4.1 ... 58
4.2 ... 58
4.3 ... 62
4.4 ... 62
4.5 ... 69
4.6 ... 71
xiv
LIST OF APPENDICES
Appendix A: Research Schedule ... 92
Appendix B: List of Data ... 93
Appendix C: Detailed Data Calculations ... 98
Appendix D: Detailed Graphs ... 116
Appendix E: Questionnaire ... 121
Appendix F: Other Related Documents ... 129
