[ABSTRAK
Ekuitas merek merupakan serangkaian aset dan kewajiban merek yang terkaitdengan sebuah merek, nama dan simbolnya, yang menambah atau menguranginilai yang diberikan sebuah produk atau jasa kepada perusahaan atau pelangganperusahaan tersebut. Penelitian ini membahas tentang pengaruh elemen-elemenutama ekuitas merek, yaitu persepsi kualitas, kesadaran merek, asosiasi merek,dan loyalitas merek, dalam membangun ekuitas merek Shell Helix HX3. Hasilpenelitian menunjukkan bahwa hanya loyalitas merek yang memiliki pengaruhpositif yang signifikan terhadap ekuitas merek Shell Helix HX3. Dengandemikian, sebaiknya Shell Indonesia terus meningkatkan aktivitas komunikasipemasaran terpadu secara terencana dan berkelanjutan untuk meningkatkanloyalitas merek dan selanjutnya ekuitas merek Shell Helix HX3.
ABSTRACT
Brand equity is a set of assets (and liabilities) linked to a brand's name andsymbol that adds to (or subtracts from) the value provided by a product or serviceto a firm and/or that firm's customers. This study discusses the influence of themain elements of brand equity, including perceived quality, brand awareness,brand association, and brand loyalty, in building brand equity of Shell Helix HX3.The results showed that the only element that has a significant positive effect onbrand equity of Shell Helix HX3 was brand loyalty. Thus, Shell Indonesia shouldcontinue to improve the integrated marketing communications activities in aplanned and sustainable manner to increase brand loyalty and subsequentlybrand equity of Shell Helix HX3, Brand equity is a set of assets (and liabilities) linked to a brand's name andsymbol that adds to (or subtracts from) the value provided by a product or serviceto a firm and/or that firm's customers. This study discusses the influence of themain elements of brand equity, including perceived quality, brand awareness,brand association, and brand loyalty, in building brand equity of Shell Helix HX3.The results showed that the only element that has a significant positive effect onbrand equity of Shell Helix HX3 was brand loyalty. Thus, Shell Indonesia shouldcontinue to improve the integrated marketing communications activities in aplanned and sustainable manner to increase brand loyalty and subsequentlybrand equity of Shell Helix HX3] |
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