PENGARUH FAKTOR – FAKTOR BRAND AWARENESS, WORD OF MOUTH (WOM), PERCEIVED QUALITY, INNOVATION AWARENESS, BRAND USAGE, BRAND PERFORMANCE, CSR AWARENESS, DAN GREEN AWARENESS DALAM MEMBANGUN PERSEPSI TERHADAP MEREK TERBAIK (Analisis Structural Equation Modeling Pengaruh Faktor – Faktor Yang Membangun Persepsi Terhadap Merek Terbaik Produk Handphone Global Kota Solo Tahun 2015)

ARIEZA, ULFA (2016) PENGARUH FAKTOR – FAKTOR BRAND AWARENESS, WORD OF MOUTH (WOM), PERCEIVED QUALITY, INNOVATION AWARENESS, BRAND USAGE, BRAND PERFORMANCE, CSR AWARENESS, DAN GREEN AWARENESS DALAM MEMBANGUN PERSEPSI TERHADAP MEREK TERBAIK (Analisis Structural Equation Modeling Pengaruh Faktor – Faktor Yang Membangun Persepsi Terhadap Merek Terbaik Produk Handphone Global Kota Solo Tahun 2015). Other thesis, Universitas Sebelas Maret.

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    Abstract

    Brand equity is a concept mostly used by marketers to maintain brand existence and to empower the brand winning the competition in a competitive market. The brand equity is measured by consumer’s perception towards the best brand. Brand owner, then, takes some communication attempt to build perception towards the best brand. This study is important to do in order to examine the prevalence of perception towards the best brand (brand equity) model conceptually built through brand awareness, word of mouth (WOM), perceived quality, brand usage, brand performance, innovation awareness, CSR awareness, and green awareness in global handphone (cellular phone) product. This study uses David Aaker’s brand equity model (1991) involving brand awareness, perceived quality, and brand loyalty. The relevant variable as the response to communication phenomena development in global handphone product is added into model, including word of mouth, innovation awareness, CSR awareness, and green awareness. This author also takes the user’s experience factor into account as the factor affecting the consumer’s perception on best brand. This study uses Lavidge and Steiner’s communication effects theory (1961) to analyze the hierarchy stages of the effect of brand communications, covering the stages of cognitive, affective, and conative. Each stage effect is translated using the study variables. The higher level of consumer awareness of the brand, both overall brand, and a brand that is often talked about through word of mouth, brand innovation, brand social activities, and a brand that supports environmental issues, the greater the potential of the brand perceived as a brand best Respondents of research are the respondents domiciled in Solo City, consisting of 180 people. The sampling technique used is multistage sampling because population is undefined in nature. The model is tested using Structural Equation Method, because the objective of research is to see the contribution of all latent variables and indicator simultaneously in building perception on best brand. The result of research represents that the brand equity model fit with RMSEA value of 0.000 and P-value of 1.000. This model indicates that there is a contribution of brand awareness, word of mouth (WOM), perceived quality, brand usage, brand performance, innovation awareness, CSR awareness, and green awareness to build perception on best brand of global handphone product. Three variables with largest contribution to build perception on best brand are innovation awareness (1.010), brand awareness (1.000), and green awareness (1.000). Thus, respondent awareness factor contributed considerably to build brand equityr, thus it should be prioritized in developing a brand communication strategy. Keywords: Brand Awareness, Word of Mouth, Perceived Quality, Brand Usage, Brand Performance, Innovation Awareness, Green Awareness, Brand Equity.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: faizah sarah yasarah
    Date Deposited: 27 Mar 2016 17:44
    Last Modified: 27 Mar 2016 17:44
    URI: https://eprints.uns.ac.id/id/eprint/24014

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