ANALISIS BRAND EQUITY SURAT KILAT KHUSUS KANTOR POS BANDUNG

Oleh: Ricky Ramadhan - 2011

ABSTRAK

Merek yang kuat memiliki brand equity yang kuat dan positif. Karena brand equity merupakan seperangkat aset dan liabilitas merek yang berkaitan dengan suatu merek, nama dan simbolnya, yang menambah atau mengurangi nilai yang diberikan oleh suatu barang atau jasa kepada perusahaan atau pelanggan. Merek yang kuat merupakan aset tak berwujud yang sangat berharga bagi perusahaan dan merupakan alat pemasaran strategis utama. Merek yang kuat akan membangun loyalitas, dan loyalitas akan mendorong bisnis berulang kembali sehingga akan terus meningkatkan tingkat penjualan produk dari merek tersebut.

Teknik analisis yang digunakan adalah teknik analisis deskriptif. Analisis tersebut digunakan untuk mengetahui brand equity, brand loyalty, perceived quality, brand awareness & brand association, overall brand equity yang dimiliki oleh surat kilat khusus PT. Pos Indonesia di benak konsumennya.

Berdasarkan hasil peneitian di BAB IV dapat disimpulkan bahwa brand equity yang dimiliki oleh surat kilat khusus PT. Pos Indonesia berada pada posisi yang kuat hal ini dibuktikan dari persentase total penilaian yaitu sebesar 72.09%. Dengan rincian sebagai berikut: brand loyalty 77.6%, perceived quality 67.9%, brand awareness & brand association 70.08%, dan overall brand equity 71.3%.

Kata Kunci: Brand Equity, Brand Loyalty, Brand Awareness & Brand Association, Overall Brand Equity

PENDAHULUAN

A. Latar Belakang Masalah

Merek (Brand) diyakini mempunyai kekuatan yang kuat untuk memikat hati orang untuk membeli produk atau jasa yang diwakilinya. Citra yang ditampilkan serasa ‘menyihir’ setiap sasarannya. Keputusan pembelian pun lebih sering didasarkan pada pertimbangan merek daripada hal lainnya, karena merek yang telah melekat di benak konsumen secara positif akan mengalahkan harga atau pun tawaran menggiurkan lainnya yang ditawarkan oleh pesaing. Karena setiap tahunnya muncul puluhan bahkan ratusan merek yang tentu saja memilki keunggulan atau strategi masing-masing untuk memikat hati konsumen . . . . .. . . . . . .(baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Butuh Artikel/Jurnal Lainnya ?, click di :

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• Jurnal Value
• Jurnal Loyalitas Pelanggan (Loyalty)

JUAL CEPAT Rumah di "Puri Margawangi" Kota BANDUNG

DIJUAL CEPAT (TANPA PERANTARA) sebuah Rumah Di Kota BANDUNG:

Alamat : "Puri Margawangi" Jl. Margawangi Raya No 1 RT 05/17 Kel Margawangi Margacinta - Bandung
Luas Rmh : 114 M
Kondisi : Layak huni/Permanen (3 Kamar Tidur, 1 RUtama, 1 RKeluarga, 2 Kamar Mandi, Dapur),
Lokasi Strategis (Dekat dengan Masjid, Dekat ke Pertokoan/Pasar, / Bank-Bank / Taman)
Fasilitas : Telpon, Jetpam, PLN 2.200KWh, Water Heater, Garasi Luas.
Cocok Utk : Rumah Tinggal


Contact : Mela (085222949788) & KEN Kanaidi (0812 2353 284)
e-mail : netkas_mela@yahoo.com

e-mail : kana_ati@yahoo.com

THE EFFECT OF BRAND IMAGE ON OVERALL SATISFACTION AND LOYALTY INTENTION IN THE CONTEXT OF COLOR COSMETIC

by : Stephen L. Sondoh Jr, et all

Published : Asian Academy of Management Journal, Vol. 12, No. 1, 83–107, January 2007

ABSTRACT

The purpose of this study is to examine the effect of brand image benefits on satisfaction and loyalty intention in the context of color cosmetic product. Five brand image benefits consisting of functional, social, symbolic, experiential and appearance enhances were investigated. A survey carried out on 97 females showed that functional and appearance enhances significantly affect loyalty intention. Four of brand image benefits: functional, social, experiential, and appearance enhances are positively related to overall satisfaction. The results also indicated that overall satisfaction does influence customers' loyalty. The results imply that marketers should focus on brand image benefits in their effort to achieve customer loyalty.
Keywords: brand image, satisfaction, loyalty, brand strategy, color cosmetic product

INTRODUCTION
Customer satisfaction has been widely accepted as an important issue for many marketing managers. It is commonly used as a marketing benchmark of a company's performance (Bennett & Rundle -Thiele, 2004). Furthermore, it is generally believed that a satisfied customer is more likely to display loyalty behavior, i.e. repeat purchase and willingness to give positive word of mouth (Taylor, 1998; Bennett & Rundle -Thiele, 2004; Schultz, 2005). Although this is the case, Taylor (1998) stated that "companies began to notice that they often were losing customers despite high satisfaction" (p. 41).
Reichheld (1994) argued that satisfied customers are not necessary loyal. Evidently, Reichheld and Markey (2000) noted that those customers said to be satisfied or very satisfied on the survey, showed that between 60 and 80% will defect in most businesses. The criticisms of relying solely on consumer satisfaction survey (Jones & Sasser, 1995; Reichheld, 1994) have deliberately called for a paradigm shift from emphasis on satisfaction to the pursuit of loyalty as a strategic business goal (Oliver, 1999). Oliver (1999) noted the shift "appeared to be a worthwhile change in strategy for most firms because business understood the profit of having a loyal customer base" (p. 33). Therefore, it was suggested that those who are measuring customer satisfaction should not stop there (Reichheld, 1994). The shift to measure loyalty is based on a desire to better understand retention, a component of loyalty which had a direct link to a company's profit (Taylor, 1998).
This problem is further aggravated by the increasing number of superior alternatives in the market. Much of the competing product has a similar standard in terms of product quality, price, performance . . . . . . . . (Read_More)

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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Butuh Jurnal/Artikel Lainnya?, click di :

• LKM/S Net KAS : lkmsnetkas.blogspot.com/
• Jurnal Business & Marketing
• Jurnal Merek
• Jurnal Manajemen Sdm
• Daftar-Judul-Hasil-PENELITIAN-Relevan
• Jurnal Kualitas Jasa (Servqual)
  
• Jurnal Value
• Jurnal Loyalitas Pelanggan (Loyalty)
• Jurnal Corporate Image
• Artikel-artikel Image
• Jurnal/Artikel “CRM”