UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Pengaruh store reputation store commercial image dan store price image terhadap pembentukkan private label brand equity: studi kasus pada produk toko merek giant dari giant hypermarket = The influence of store reputation store commercial image and store price image on private label brand equity case study store brand of giant hypermarket

Fijria Rahmawati; Bambang Wiharto, supervisor; Gita Gayatri, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

 Abstrak

[ABSTRAK
Giant Hypermarket merupakan jenis pasar serba ada yang dibuat dengan
format modern. Didalam Giant hypermarket dijual berbagai macam produk dan
merek. Dalam penjualan berbagai macam produk, Giant Hypermarket memberi
merek nama produknya dengan nama Giant atau disebut dengan store brand atau
private label brand. Dengan adanya berbagai macam merek yang dijual oleh
Giant Hypermarket, hal ini akan membuat persaingan diantara produk merek
manufaktur dengan produk merek Giant. Dalam memenangkan persaingan merek
maka Giant Hypermarket harus dapat mengetahui ekuitas produk merek tokonya.
Komponen ? komponen yang membentuk ekuitas merek diantaranya persepsi
kualitas, kesadaran merek/asosiasi merek, dan loyalitas merek.
Dari latar belakang permasalahan di atas, tujuan dari penelitian ini adalah
mengetahui bagaimana pengaruh reputasi toko, citra komersial toko, dan citra
harga toko terhadap pembentukkan ekuitas produk merek toko. Penelitian
menggunakan kuesioner dengan metode pengumpulan data yaitu mall intercept
interviews dengan responden sebanyak 200 responden. Teknik analisis yang
digunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan
bahwa reputasi toko, citra komersial toko, dan citra harga toko berpengaruh positif
terhadap persepsi kualitas dan kesadaran merek. Selanjutnya adanya hubungan
yang positif antara persepsi kualitas dan kesadaran merek terhadap loyalitas
merek. Dalam pembentukan ekuitas produk merek toko, maka terdapat hubungan
positif diantara persepsi kualitas, kesadaran merek, dan loyalitas merek terhadap
ekuitas produk merek toko. Penelitian ini diharapkan dapat memberikan informasi
bagi para ritel untuk meningkatkan persaingan pada produk-produk merek
tokonya.

ABSTRACT
Giant Hypermarket is a type of convenience market which create in modern
format. In Giant hypermarket sold varieties of products and brands. In selling
varieties of products, Giant Hypermarket give brand name of the product by
named of Giant which called store brand or private label brand. With the wide
varieties of brands sold by Giant Hypermarket, it will create competition among
manufacturing brands with the Giant brand products. In the competition to win the
Giant Hypermarket brand should be able to find out the store brand equity
products. The components of brand equity such as perceived quality, brand
awareness / brand association, and brand loyalty.
From the background of the problems above, the purpose of this study was
to determine the influence of store reputation, store commercial image, and store
price image on equity Giant brand products. The study used a questionnaire
method of data collection which a mall intercept interviews with respondents as
much 200 respondents. The analysis technique used Structural Equation Modeling
(SEM). The results showed that store reputation, store commercial image, and
store price image have positive effect on perceived quality and brand awareness.
Furthermore, the existence of a positive relationship between perceived quality
and brand awareness to brand loyalty. In the formation of brand equity products
store, then there is a positive relationship between perceived quality, brand
awareness, and brand loyalty towards the private label brand equity products. This
study is expected to provide information for the retailers to increase competition
in private label brand products.;Giant Hypermarket is a type of convenience market which create in modern
format. In Giant hypermarket sold varieties of products and brands. In selling
varieties of products, Giant Hypermarket give brand name of the product by
named of Giant which called store brand or private label brand. With the wide
varieties of brands sold by Giant Hypermarket, it will create competition among
manufacturing brands with the Giant brand products. In the competition to win the
Giant Hypermarket brand should be able to find out the store brand equity
products. The components of brand equity such as perceived quality, brand
awareness / brand association, and brand loyalty.
From the background of the problems above, the purpose of this study was
to determine the influence of store reputation, store commercial image, and store
price image on equity Giant brand products. The study used a questionnaire
method of data collection which a mall intercept interviews with respondents as
much 200 respondents. The analysis technique used Structural Equation Modeling
(SEM). The results showed that store reputation, store commercial image, and
store price image have positive effect on perceived quality and brand awareness.
Furthermore, the existence of a positive relationship between perceived quality
and brand awareness to brand loyalty. In the formation of brand equity products
store, then there is a positive relationship between perceived quality, brand
awareness, and brand loyalty towards the private label brand equity products. This
study is expected to provide information for the retailers to increase competition
in private label brand products., Giant Hypermarket is a type of convenience market which create in modern
format. In Giant hypermarket sold varieties of products and brands. In selling
varieties of products, Giant Hypermarket give brand name of the product by
named of Giant which called store brand or private label brand. With the wide
varieties of brands sold by Giant Hypermarket, it will create competition among
manufacturing brands with the Giant brand products. In the competition to win the
Giant Hypermarket brand should be able to find out the store brand equity
products. The components of brand equity such as perceived quality, brand
awareness / brand association, and brand loyalty.
From the background of the problems above, the purpose of this study was
to determine the influence of store reputation, store commercial image, and store
price image on equity Giant brand products. The study used a questionnaire
method of data collection which a mall intercept interviews with respondents as
much 200 respondents. The analysis technique used Structural Equation Modeling
(SEM). The results showed that store reputation, store commercial image, and
store price image have positive effect on perceived quality and brand awareness.
Furthermore, the existence of a positive relationship between perceived quality
and brand awareness to brand loyalty. In the formation of brand equity products
store, then there is a positive relationship between perceived quality, brand
awareness, and brand loyalty towards the private label brand equity products. This
study is expected to provide information for the retailers to increase competition
in private label brand products.]

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 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T42110
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : ix, 109 pages : illustration ; 30 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T42110 15-17-477209039 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20390135
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