Kesadaran Merek, Citra Merek, dan Asosiasi Merek terhadap Kepuasan Konsumen
Abstract
The purpose of this study was to examine and analyze the influence of brand awareness, brand image and brand associations on customer satisfaction in a case study at Mixue Citra Grand in Semarang City. This research method is quantitative. The sample taken in this study was taken using a purposive sampling technique with the criteria of a consumer who is a student or university student who has purchased and consumed Mixue Ice Cream & Tea Citra Grand in Semarang City. Data were analyzed using validity test, reliability test, multiple regression analysis, F test, determination test (R2), and T test. The results showed, a) brand awareness on consumer satisfaction has a significance value obtained, namely 0.005 <0.05 and the value beta is 0.231 (positive); b) brand image on consumer satisfaction has a significance value obtained, namely 0.00 <0.05 and a beta value of 0.4218 (positive); c) brand association with consumer satisfaction has a significant value obtained, namely 0.001 <0.05 and a beta value of 0.276 (positive). In conclusion, brand awareness, brand image, and brand associations have a positive and significant effect on consumer satisfaction.
Keywords: Brand Association, Brand Image, Consumer Satisfaction, Brand Awareness
References
Febrida, A., Ridwan, D. H., & Nastiti, D. H. (2020). Analisis Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Kepuasan Konsumen Thai Tea pada Generasi Millenial . Jurnal Business Management, Economic, and Accounting, 1, 500–513. https://conference.upnvj.ac.id/index.php/biema/article/view/889
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22. http://dx.doi.org/10.2307/1252054
Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-757. https://www.jstor.org/stable/40057218
Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran, (12th ed.). Jakarta: Erlangga
Nisal, R. G. (2015). Impact of Brand Equity Towards Purchasing Desition : A Situation on Mobile Telecommunication Services of Sri Lanka. Journal of Marketing Management, 3, 100-117. http://dx.doi.org/10.15640/jmm.v3n1a10
Rangkuti, F. (2009). Strategi Promosi yang kreatif & Analisis kasus – Integrated. Marketing Communication. Jakarta: PT Gramedia Pustaka Utama
Sondakh, C. (2014). Kualitas Layanan, Citra Merek dan Pengaruhnya terhadap Kepuasan Nasabah dan Loyalitas Nasabah Tabungan (Studi pada Nasabah Taplus BNI Cabang Manado). Jurnal Riset Bisnis dan Manajemen, 3(1), 19-32. https://media.neliti.com/media/publications/128798-ID-kualitas-layanan-citra-merek-dan-pengaru.pdf
Subekti, R. (2010). Hukum Perjanjian. Jakarta: PT Intermassa
Tjiptono, F. (2005). Strategi Pemasaran, (2nd ed.). Yogyakarta: Andi Offset
Tjiptono, F. (2011). Service Management Mewujudkan Layanan Prima, (2nd ed.). Yogyakarta: Andi
Tjiptono, F. (2012). Strategi Pemasaran, (3rd ed.). Yogyakarta: Andi
Tjiptono, F. (2014). Service, Quality & Satisfaction, (3rd ed.). Yogyakarta: Penerbit Andi
Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2019). A Theories-in-Use Approach to Building Marketing Theory. Journal of Marketing, 84(1), 32-51. doi:10.1177/0022242919888477
