Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRAK
Fikri Triputera (1001209), “Pengaruh Marketing Communications Mix terhadap Customer-Based Brand Equity (Survei Pada Pengguna Minuman Isotonik di Helios Fitness Center Festival Citylink Bandung)”. Di bawah bimbingan Dr. Lili Adi Wibowo. S.Pd.,S.Sos.,MM
Persaingan yang kompetitif pada industri minuman isotonik ditandai dengan naik turunnya kesadaran dan citra sebuah merek di benak konsumen yang terlihat dari tinggi rendahnya customer-based brand equity (CBBE), khususnya pada merek di industri minuman isotonik yaitu di antaranya Pocari Sweat, Mizone, Hydro Coco, dan Vitazone. Untuk dapat meningkatkan CBBE, perusahaan dapat melakukan promosi menggunakan marketing communications, sehingga tercipta pengetahuan merek sehingga dapat meningkatkan ekuitas merek. Komunikasi pemasaran dilakukan dengan menggunakan marketing communications mix (MCM).
Penelitian ini bertujuan untuk mengetahui gambaran pelaksanaan MCM, mengetahui gambaran CBBE, mengetahui pengaruh pelaksanaan program MCM terhadap CBBE. Unit analisis dalam penelitian ini yaitu pengguna minuman isotonik di Helios Fitness Center Festival Citylink Bandung. Variabel bebas dalam penelitian ini yaitu marketing communications mix dan variabel terikat pada penelitian yaitu customer-based brand equity. Metode yang digunakan adalah explanatory survey. Teknik systematic random sampling, dengan jumlah sampel sebanyak 220 orang. Teknik analisa data yang digunakan adalah structural equation modelling menggunakan software AMOS 22.0. Hasil yang diperoleh dalam penelitian menyatakan bahwa MCM berpengaruh terhadap CBBE sebesar 69,2%. Maka dapat diketahui bahwa MCM memiliki pengaruh yang positif terhadap CBBE.
Penulis merekomendasikan agar perusahaan lebih selektif dalam memilih alat MCM sebagai salah satu cara untuk meningkatkan CBBEmerek minuman isotonik.
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRACT
Fikri Triputera (1001209), "The Influence of Marketing Communications Mix on Customer-Based Brand Equity (Survey on Isotonic Drinks User in Helios
Fitness Center Festival Citylink Bandung)". Under the guidance of Dr. Lili Adi
Wibowo.S.Pd.,S.Sos., MM
Competitive rivalry in isotonic drinks industry is characterized by the rise and fall of awareness and a brand image in the consumer's mind and memory that can be seen from the level of customer-based brand equity (CBBE), especially on brands in the industry among the isotonic drinks Pocari Sweat, Mizone, Hydro Coco, and Vitazone. In order to improve the CBBE in order to maintain the performance of the brand, the company is required to conduct a campaign using marketing communications, so as to create a brand so that knowledge can enhance brand equity. Marketing communication can be done by using the marketing communications mix (MCM).
This study aims to determine the picture of the MCM implementations, determine a picture of the CBBE, determine the effect of the implementation of the MCM programs on CBBE isotonic drinks brands. Object / unit of analysis in this study is an isotonic drinks users in Helios Fitness Center Festival Citylink Bandung. The independent variable in this study is the marketing communications mix and the dependent variable in this study is a customer-based brand equity. The method used is explanatory survey by systematic random sampling technique, with a total sample of 220 people. Data analysis technique used is structural equation modeling (SEM) with software tools AMOS 22.0. The results obtained in the study stated that the MCM effect on CBBE brand isotonic 69.2%. MCM has a positive influence on CBBE.
The author recommends that companies are more selective in choosing a MCM as one of the ways to improve the CBBE isotonic drink brands.
