analisis pengaruh ekuitas merek (brand equity)

ANALISIS PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP
KEPUASAN KONSUMEN NEXIAN PADA MAHASISWA
UNIVERSITAS NEGERI MEDAN
ABSTRAK
Nexian adalah salah satu merek telepon seluler yang ada di pasar yang terus
berinovasi agar dapat bersaing dan meningkatkan penjualan. Menyadari pentingnya
kepuasan konsumen bagi pencapaian tujuan perusahaan, Nexian terus memperkuat
ekuitas mereknya untuk meningkatkan kepuasan. Konsumen potensial telepon seluler
Nexian adalah kalangan mahasiswa. Mahasiswa Universitas Negeri Medan yang
menjadi konsumen telepon seluler Nexian (tahun ajaran 2007-2010) berjumlah 1.210
orang.
Perumusan masalah dalam penelitian ini adalah bagaimana pengaruh ekuitas
merek yang terdiri dari: kesadaran merek (brand awareness), kesan kualitas merek
(brand perceived quality), asosiasi merek (brand association) terhadap kepuasan
konsumen Nexian pada Universitas Negeri Medan.
Teori yang digunakan dalam penelitian ini adalah teori Manajemen
Pemasaran, khususnya yang berkaitan dengan teori ekuitas merek, kepuasan
konsumen dan loyalitas konsumen. Jenis penelitian adalah deskriptif kuantitatif dan
sifat penelitiannya adalah penjelasan (explanatory).
Metode pengumpulan data dilakukan dengan wawancara (interview), daftar
pertanyaan (questionaire), dan studi dokumentasi. Model analisis data yang
digunakan adalah analisis regresi linear berganda dan analisis regresi sederhana.
Penentuan jumlah sampel dalam penelitian ini menggunakan rumus Slovin dan
penulis menggunakan teknik penarikan sampel dengan metode accidental sampling.
Jumlah sampel penelitian adalah sebanyak 92 orang konsumen Nexian.
Hasil penelitian ini menunjukkan bahwa secara serempak ekuitas merek
(brand equity) yang terdiri dari kesadaran merek (brand awareness), kesan kualitas
merek (brand perceived quality), asosiasi merek (brand association) berpengaruh
signifikan terhadap kepuasan konsumen pada mahasiswa Universitas Negeri Medan,
dan secara parsial variabel asosiasi merek berpengaruh lebih dominan daripada
kesadaran merek dan kesan kualitas merek.
Kesimpulan dari penelitian ini adalah dengan mempertimbangkan pengelolaan
ekuitas merek (brand equity) yang baik akan meningkatkan kepuasan konsumen
Nexian pada Mahasiswa Universitas Negeri Medan karena kepuasan konsumen
merupakan tujuan akhir dari pemasaran.
Kata Kunci: Kesadaran Merek, Kesan Kualitas Merek, Asosiasi Merek, Kepuasan
Konsumen.
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ANALYZE THE EFFECT OF BRAND EQUITY TO CONSUMER
SATISFACTION NEXIAN AT THE STATE
UNIVERSITY OF MEDAN
ABSTRACT
Nexian is one of mobile phone brand in the market which continues to
innovate in order to make a competitive and improve the trade. The company realize
that satisfaction is very important for consument, because of that Nexian continues to
improve the quality of the brand because to improve consumers’ satisfaction. The
main customers of Nexian celluler are the students University. The students at the
State University of Medan who are consument of the Nexian celluler phone (school
year 2007-2010) amounted to 1.210 people.
The problem of the research were 1) How are the effect of brand equity which
are consist of brand awareness, brand perceived quality, brand association through
the Nexian consumers’ satisfaction at the State University of Medan.
The theory of Marketing Management, particularly related to the brand
equity, consumers’ satisfaction were used in this research. The type of research were
quantitative descriptive and explanatory nature.
The method of data collection were interview, questionare and study of
documentation. The model of data analysis used are multiple linear regression
analysis and simple linear regression analysis. The determination of sample using
Slovin formula and the writer used the accidental sampling, the total samples were 92
customers Nexian.
The result of this research were brand equity which consists of brand
awareness, brand perceived quality, and brand association worked together to gave
significant contribute of customers’ satisfaction and in partial variable of brand
association has significant effect to the customer’s satisfaction, while variables of
brand awareness and brand perceived quality.
The conclusions of the research is to consider the management of brand
equity that will either enhance consumer satisfaction Nexian at the State University of
Medan because consumer’s satisfaction is the ultimate goal of marketing.
Keywords: Brand Awareness, Brand Perceived Quality, Brand Association,
Consumers’ Satisfaction.
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