SUKENDAR, ANANTO (2010) PENGARUH BRAND TRUST DAN BRAND EQUITY TERHADAP LOYALITAS KONSUMEN PRODUK TES WIDAL MEREK REMEL. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Medical diagnostic industry is currently faced with stiff competition and complex rapid business changes. Each company, therefore, needs to understand its competitive advantage so as to maintain and enhance customer loyalty. The most recent literature on competitive advantage views brand trust and strong brand equity will have a better customer loyalty because they arise from the relationships that consumers have with brands. Given the fact that brand trust and strong equity are viewed as the corner stone, as well as one of the most desirable qualities in any relationship. The objective of this study is to analyze the importance of brand trust and brand equity. Specifically, this study is to examine empirically whether both brand trust and brand equity variables have the effect on consumers’ loyalty. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal, and books. Primary data were obtained by using questionnaire. Target respondents were medical laboratory analysts in hospital and clinical Laboratories in Jakarta, Tangerang, Bekasi and Depok who utilized the widal test of Remel brand products. A total of 60 responses were obtained. Data were examined using both descriptive and statistical analysis such as classical assumption test, multicollinearity, heteroscedasticity, normality, F test, t test, linear regression analysis, validity and reliability test. The finding reveals the key issues for research. Using multiple regression analysis, it was found that brand trust and brand equity partially and simultaneously had significant effect to customer loyalty of Remel brand products. It was also found that brand trust had a more dominant influence on consumer loyalty. There is also a need for more research the importance of brand trust and brand equity to customer loyalty the widal test of Remel brand products on a nation-wide sample. However, the results have significant implications. The fact that customer loyalty is best explained when brand trust and brand equity are taken into account.Industri diagnostik kesehatan saat ini dihadapkan pada persaingan yang ketat, komplek, dan perubahan bisnis yang cepat. Oleh karena itu setiap perusahaan perlu memahami keunggulan kompetitif, sehingga dapat mempertahankan dan meningkatkan loyalitas konsumen. Banyak literatur terbaru mengenai keunggulan kompetitif memandang brand trust dan brand equity yang kuat akan memiliki loyalitas konsumen yang lebih baik, hal itu disebabkan munculnya hubungan antara konsumen dengan merek. Fakta menunjukkan bahwa brand trust dan brand equity yang kuat dipandang sebagai pondasi ( dasar ), serta salah satu kualitas yang paling diinginkan dalam suatu hubungan. Tujuan dari penelitian ini adalah untuk menganalisis pentingnya brand trust dan brand equity. Secara khusus, penelitian ini menguji secara empiris apakah kedua variabel yaitu brand trust dan brand equity memiliki pengaruh terhadap loyalitas konsumen. Baik data primer dan maupun data sekunder digunakan dalam penelitian ini. Data sekunder diperoleh dari berbagai sumber seperti jurnal, dan buku. Data primer diperoleh dengan menggunakan kuesioner. Target responden adalah Analis Laboratorium Kesehatan di Rumah Sakit dan Laboratorium Klinik di Jakarta, Tangerang, Bekasi dan Depok yang menggunakan produk tes widal merek Remel. Sebanyak 60 responden diperoleh. Analisis data menggunakan deskriptif dan statistik analisis seperti uji asumsi klasik, multikolinearitas, heteroskedastisitas, normalitas, uji F, uji t, analisis regresi linier, uji validitas dan reliabilitas. Temuan dalam penelitan ini mengungkapkan isu-isu kunci. Dengan menggunakan analisis regresi berganda, ditemukan bahwa brand trust dan brand equity secara parsial dan simultan berpengaruh nyata atau signifikan terhadap loyalitas konsumen produk tes widal merek Remel. Analisis ini juga menemukan bahwa brand trust memiliki pengaruh lebih dominan terhadap loyalitas konsumen. Ada juga kebutuhan untuk penelitian lebih lanjut tentang pentingnya brand trust dan brand equity terhadap loyalitas konsumen produk tes widal merek Remel dalam skala sampel yang lebih luas ( Nasional). Namun, hasil dalam penelitian ini sudah memiliki implikasi yang signifikan. Kenyataan menunjukkan bahwa loyalitas konsumen adalah yang terbaik untuk menjelaskan ketika brand trust dan brand equity diperhitungkan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-234 |
| NIM/NIDN Creators: | 55108110141 |
| Uncontrolled Keywords: | MPS, MANAJEMEN PEMASARAN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 08 Jun 2022 07:50 |
| Last Modified: | 14 Jul 2022 07:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62899 |
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