PENGARUH KESADARAN, ASOSIASI, CITRA DAN KESETIAAN TERHADAP EKUITAS MEREK PADA PRODUK MIE INSTAN DI YOGYAKARTA
DOI:
https://doi.org/10.32477/jkb.v30i2.359Keywords:
Brand Equity, Brand Association, Brand Loyalty, Brand Awareness, Brand ImageAbstract
Tujuan dari penelitian ini adalah untuk mengetahui dimensi Ekuitas Merek yang mempengaruhi Ekuitas Merek mie instan Indomie pada mahasiswa S1 yang merantau di Yogyakarta. Teori deteksi sinyal dapat mendeteksi stimulus yang diterima dan menghasilkan keputusan, teori tersebut digunakan untuk menghasilkan formulasi strategi untuk meningkatkan Ekuitas Merek. Sampel berjumlah 182 responden sesuai dengan kriteria, yaitu responden yang menyukai mie instan, menyukai produk mie instan Indomie, dan mahasiswa S1 yang telah merantau di Yogyakarta. Analisis data penelitian ini menggunakan Structural Equation Modeling untuk mengetahui hubungan sebab akibat antara variabel bebas dan variabel terikat. Pengujian penelitian ini menggunakan program SPSS 24 dan AMOS 22. Hasil penelitian menunjukkan bahwa Asosiasi Merek, Loyalitas Merek, Kesadaran Merek, dan Citra Merek berpengaruh positif dan signifikan terhadap Ekuitas Merek. Kontribusi akademis dari penelitian ini memberikan bukti empiris dari variabel independen yang mempengaruhi variabel dependen berbasis produk sejalan dengan penelitian sebelumnya. Kontribusi penelitian praktek menunjukkan temuan untuk memberikan saran pada produk mie instan Indomie berdasarkan saluran pemasaran, dalam rangka mempertahankan sumber daya yang ada dan meningkatkan dimensi Ekuitas Merek.
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