PENGARUH ASOSIASI MEREK DAN PERSEPSI KUALITAS TERHADAP LOYALITAS MEREK PEMBUATAN RESEP OBAT HIPERTENSI DIVASK PT. KALBE FARMA TBK.

WIDYASARI, NUR (2010) PENGARUH ASOSIASI MEREK DAN PERSEPSI KUALITAS TERHADAP LOYALITAS MEREK PEMBUATAN RESEP OBAT HIPERTENSI DIVASK PT. KALBE FARMA TBK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The background of this research is the existence of a new product launch Divask by PT. Kalbe Farma as newcomer brand Divask requires research in order to compete in the marketplace and gain the loyalty of physicians. The purpose of this study is to determine how the influence of brand association (brand awareness-brand association) and the perception of quality (perceived quality) concerning formation of Brand Loyalty, both simultaneously (together) or partially. This study used a descriptive analysis and discriminant analysis method. Data collected using a questionnaire which tested the validity and reliability. The total sample 52 was taken using a purposive sampling method. The research data were then analyzed using SPSS 16.0. The results show the importance of the components of brand association to build brand loyalty and brand associaion components that have the highest value is the quality of the product. Physician perception of perceived quality with the most important value is characteristic of the drug. From the analysis results of brand awareness, brand association and perceived quality influential simultaneously toward brand loyalty with the R square for 0959. from each component brand awareness has no significant to brand loyalty while brand association and perceived quality has significant influent toward brand loyalty and of these three variables percieved quality variable which have the most impact on brand loyalty. Key Word: brand awareness, brand association, perceived quality, and brand loyalty.Penelitian ini dilatar belakangi oleh adanya peluncuran produk baru Divask oleh PT. Kalbe Farma sebagai pendatang baru Divask membutuhkan riset brand agar mampu bersaing di pasar dan memperoleh loyalitas dari dokter. Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh asosiasi merek (brand awareness, brand association) dan persepsi kualitas (perceived quality) terhadap loyalitas merek (brand Loyalty) baik secara simultan (bersama- sama) ataupun secara parsial. Penelitian ini digunakan dengan metode analisis deskriptif dan analisis diskriminan. Penarikan data menggunakan kuesioner yang telah dilakukan uji validitas dan reliabilitas. Jumlah sampel sebanyak 52 diambil menggunakan metode purposive sampling. Data penelitian selanjutnya dianalisis menggunakan bantuan SPSS 16,0. Hasil penelitian menunjukan pentingnya komponen-komponen brand association untuk membentuk brand loyalty dan komponen brand associaion yang mempunyai nilai tertinggi adalah kualitas produk. Persepsi dokter terhadap perceived quality dengan nilai paling penting adalah karakteristik dari obat. Dari hasil analisa brand awareness, brand association dan perceived quality berpengaruh secara serentak terhadap brand loyalty dengan nilai R square sebesar 0.959. dari masing-masing komponen brand awareness tidak berpengaruh signifikan terhadap brand loyalty sedangkan brand association dan perceived quality berpengaruh secara signifan terhadap brand loyalty dan dari ketiga variabel tersebut variabel percieved quality yang mempunyai pengaruh paling besar terhadap brand loyalty. Kata Kunci: brand awareness, brand association, perceived quality, dan brand loyalty.

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