Jurnal Dinamika Manajemen
Vol 4, No 1 (2013): March 2013 (DOAJ Indexed)

ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN SEDAAP DI SEMARANG

Khasanah, Imroatul ( Jl. Prof. Soedarto, SH, Gedung A, Semarang )



Article Info

Publish Date
04 Mar 2013

Abstract

Penelitian ini bertujuan untuk menentukan pengaruh elemen ekuitas merek, yang meliputi kesadaran merek (brand awareness), persepsi kualitas (perceived quality), asosiasi merek (brand associations) dan keputusan pembelian (purchasing decisions). Penelitian ini termotivasi karena tingginya tingkat persaingan mie instan, dimana baik merek lama dan baru bermunculan. Mereka mulai menerapkan beberapa strategi untuk meraih pangsa pasar. Sampel dalam penelitian ini sejumlah 100 konsumen. Teknik yang digunakan dalam pengambilan responden adalah accidental sampling. Hasil penelitian ini menemukan bahwa perusahaan manufaktur atau pelaku bisnis yang mampu untuk menawarkan keuntungan melalui peningkatan merek produk dengan menyediakan nilai tambah pada bisnis dan konsumennya, pada akhirnya akan mempengaruhi perilaku konsumen dalam keputusan pembelian merek tersebut, karena merek mampu menunjukkan nilai produk yang ditawarkan ke pasar dan memberikan nilai baik pada konsumen maupun perusahaan.  This study aimed to determine the influence of brand equity elements that include brand awareness, perceived quality, brand associations and purchasing decisions. This research is motivated increasingly tight competition level of instant noodle, which lately both old and new brand have raised and that started to implement several new strategies to market share. A sample of this study is 100 consumens. The technique used in sampling is an accidental sampling. The result of this study is a manufacture company or business actors which is able to offer the benefits through increased brand equity by providing added value services to business and consumers, will eventually be able to influence its consumer behaviour in purchasing decisions of a brand, because product merk has ability to shows product value to offered in market and give value to consumens also the company.

Copyrights © 2013






Journal Info

Abbrev

jdm

Publisher

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Dinamika Manajemen [p-ISSN: 2086-0668 | e-ISSN: 2337-5434] issued by the Department of Management, Faculty of Economics, Universitas Negeri Semarang, Indonesia, periodically (every 6 months) in March and September with the aim of disseminating information about the study of knowledge ...