ANALISIS PEMBENTUKAN EKUITAS MEREK BERDASARKAN CITRA MEREK, WORD OF MOUTH DAN MAKNA MEREK (STUDI EMPIRIS PADA J.CO DONUTS & COFFEE)

Authors

  • Ali Maddinsyah Universitas Pamulang
  • Nuzul Inas Nabila Universitas Pamulang

DOI:

https://doi.org/10.32493/Inovasi.v5i2.p1-18.2105

Abstract

ABSTRAK

ANALISIS PEMBENTUKAN EKUITAS MEREK BERDASARKAN CITRA MEREK, WORD OF MOUTH DAN MAKNA MEREK (STUDI EMPIRIS PADA J.CO DONUTS & COFFEE). Penelitian ini bertujuan untuk mengetahui apakah citra merek, word of mouth dan makna merek merupakan variabel pembentuk ekuitas merek. Sampel penelitian ini adalah 200 pelanggan J.CO di Jakarta Tangerang Selatan dan Depok. Structural Equation Modeling (SEM) dengan software Lisrel 8.80 digunakan untuk menganalisis data. Hasil analisis menunjukkan bahwa citra merek berpengaruh secara langsung dan signifikan terhadap brand meaning, begitu juga dengan word of mouth berpengaruh secara langsung dan signifikan terhadap brand meaning  serta citra merek dan word of mouth secara bersama-sama berpengaruh signifikan terhadap brand meaning dan brand meaning mempunyai pengaruh langsung terhadap brand equity sedangkan citra merek tidak terbukti mempunyai pengaruh langsung terhadap brand equity, dan word of mouth tidak terbukti mempunyai pengaruh langsung terhadap brand equity. Hasil temuan yang penting lainnya adalah citra merek, word of mouth, dan brand meaning secara bersama-sama berpengaruh signifikan terhadap brand equity

 

Kata Kunci: Brand Equity, Citra Merek, Brand Meaning, Word of Mouth

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Published

2018-12-10

How to Cite

Maddinsyah, A., & Nabila, N. I. (2018). ANALISIS PEMBENTUKAN EKUITAS MEREK BERDASARKAN CITRA MEREK, WORD OF MOUTH DAN MAKNA MEREK (STUDI EMPIRIS PADA J.CO DONUTS & COFFEE). INOVASI, 5(2), 1–18. https://doi.org/10.32493/Inovasi.v5i2.p1-18.2105

Issue

Vol. 5 No. 2 (2018): Inovasi: Jurnal Ilmiah Ilmu Manajemen

Section

Articles

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