PENGARUH BRAND EQUITY, PERSEPSI HARGA, DAN DISTRIBUSI TERHADAP KEPUASAN PELANGGAN PRODUK PAKAIAN MEREK OLDBLUE COMPANY

Mariadi, Ludfi (2014) PENGARUH BRAND EQUITY, PERSEPSI HARGA, DAN DISTRIBUSI TERHADAP KEPUASAN PELANGGAN PRODUK PAKAIAN MEREK OLDBLUE COMPANY. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This thesis aims is to know effect of brand equity, perceived price, and distribution to customer satisfaction on apparel brand Oldblue Company. The method that used is an explanatory analysis by data collection through literature review, observation, and interviews. This observation found that perceived price variables has no significant effect on customer satisfaction, while other variables, brand equity and distribution in individually and simultaneously have significant effect on customer satisfaction. Brand feelings or self-confidence that is felt by customers when wearing Oldblue products make customers feel satisfied and make Oldblue as preferred customer favorite products. The availability of the product in Oldblue retailers make customers feel satisfied and created customers’ loyalty, so that customers do not need to switch to another brand to get the product that suits with them because retailers of Oldblue always provide it. Brand equity and distribution affected customer satisfaction at 56.3%, so the remaining 43.7% is influenced by other variables not that not observed. Keywords : Brand Equity, Perceived Price, Distribution, Customer Satisfaction. Tesis ini bertujuan untuk mengetahui tentang pengaruh brand equity, persepsi harga, dan distribusi terhadap kepuasan pelanggan pada produk pakaian merek Oldblue Company. Metode yang digunakan dalam penelitian ini adalah analisis eksplanatif dengan metode pengumpulan data melalui studi pustaka, observasi, dan wawancara. Dari hasil penelitian ditemukan bahwa variabel persepsi harga tidak berpengaruh signifikan terhadap kepuasan pelanggan, sedangkan variabel lainnya, brand equity dan distribusi secara sendiri dan bersama-sama berpengaruh signifikan terhadap kepuasan pelanggan. Brand feelings atau rasa percaya diri yang dirasakan oleh pelanggan ketika mengenakan produk Oldblue membuat pelanggan merasa puas dan menjadikan Oldblue sebagai produk favorite pilihan pelanggan. Ketersediaan produk (kelengkapan produk) di retailers Oldblue membuat pelanggan merasa puas dan membuat pelanggan loyal, sehingga pelanggan tidak perlu beralih ke merek lain untuk mendapatkan produk yang sesuai dengannya karena retailers Oldblue selalu menyediakannya. Brand equity dan distribusi berpengaruh terhadap kepuasan pelanggan sebesar 56,3%, sehingga sisa 43,7% lainnya dipengaruhi oleh variabel lain yang tidak diteliti. Kata Kunci: Brand Equity, Persepsi Harga, Distribusi, Kepuasan Pelanggan.

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