ANALISIS ELEMEN-ELEMEN EKUITAS MEREK UNTUK PRODUK TAKARI PADA PT. CENTRAL PROTEINAPRIMA : STUDI KASUS WILAYAH PASAR IKAN BARITO - Binus e-Thesis

  Abstrak Universitas Bina Nusantara

  Jurusan Manajemen Fakultas Ekonomi Skripsi Strata 1 - Semester Ganjil tahun 2005 / 2006

  

ANALI SI S ELEMEN- ELEMEN EKUI TAS MEREK UNTUK PRODUK

TAKARI PADA PT. CENTRAL PROTEI NAPRI MA : STUDI KASUS

WI LAYAH PASAR I KAN BARI TO

  Nellysia – 0600653846 Olivia Teguh – 0600655845

  Abstrak Penelitian ini dilakukan untuk mengetahui tingkat kesadaran (

  Brand Awareness), asosiasi (Brand Association), persepsi kualitas (Perceived Quality), dan tingkat loyalitas (Brand Loyalty) merek TAKARI dari pemelihara ikan hias air tawar. Metode penelitian yang digunakan adalah metode penelitian deskriptif dengan pendekatan studi kasus pada wilayah pasar ikan Barito (Jakarta

  Selatan). Teknik pengambilan sampel menggunakan metode

  Probability Sampling ( Simple

  Data diperoleh dari 110 responden, yang diolah dengan menggunakan Random Sampling) . analisis deskriptif, Cohcran, Diagram Cartesius (Performance-I mportance), Brand Switching Pattern Matrix. Hasil dari penelitian ini menunjukkan bahwa posisi merek TAKARI pada tingkat Brand Awareness masih berada pada posisi brand recall (28,7% ), sedangkan untuk tingkat Top of Mind masih dipegang oleh merek Beauty(48,2% ). Asosiasi-asosiasi yang membentuk Brand image TAKARI adalah harga murah, berkualitas, ukurannya sesuai, tidak cepat hancur, mudah digunakan, kemasan tahan lama, dan mudah didapat. Persepsi kualitas TAKARI untuk saat ini masih kurang baik, tingkat performance masih lebih rendah dibandingkan tingkat importance. Dari keseluruhan atribut terdapat beberapa atribut yang perlu ditingkatkan (harga murah, ukuran sesuai, dan ikan lebih ceria dan sehat), dan terdapat beberapa atribut yang harus dipertahankan dan ditingkatkan (berkualitas, warnanya tidak cepat luntur,tidak cepat hancur, mudah digunakan, kemasan tahan lama, komposisi lengkap, dan mudah didapat. Pada tingkat loyalitas menunjukkan kondisi yang kurang baik bagi perusahaan, dimana tingkat loyalitas konsumen merek TAKARI berada pada tingkat habitual buyer (84,78% ), kemungkinan perpindahan merek diperoleh hasil sebesar 57,05% .

  Kata Kunci Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty

KATA PENGANTAR

  Puji syukur kepada Tuhan Yang Maha Esa atas rahmat dan kasih karuniaNya sehingga penulis dapat menyelesaikan skripsi ini. Dengan bantuanNya, penulis dapat menyelesaikan penelitian sebagai salah satu persyaratan untuk memperoleh gelar Sarjana Ekonomi pada Universitas Bina Nusantara.

  Dalam penyusunan skripsi ini, penulis memperoleh bantuan dan bimbingan dari berbagai pihak. Penulis secara khusus ingin mengucapkan terima kasih kepada: Bapak Prof. Dr. Gerardus Polla, M.App.Sc. selaku Pejabat Rektor Universitas Bina

• Nusantara . Bapak Bahtiar Saleh Abbas, Ph.D. selaku Wakil Rektor Universitas Bina Nusantara.
• Bapak Parulian Sihotang, Ph.D. Dekan Fakultas Ekonomi.
• Bapak Antonius Herusetya, SE.,MM.,Ak selaku Ketua Jurusan Manajemen Universitas
• Bina Nusantara. Bapak Robertus Tang Herman, S.E selaku dosen pembimbing. Dengan bimbingan,
• pengarahan, dan saran beliau, penyusunan skripsi ini berjalan dengan baik. Bapak Donny Barata, S.Si yang telah memberikan masukan dan saran selama
• penyusunan skripsi. Seluruh dosen Fakultas Ekonomi Jurusan Manajemen yang telah memberikan ilmu
• pengetahuan dan inspirasi selama penulis mengikuti kuliah. Bapak Sutino Sufjan selaku GM Operation PT. Central Proteinaprima yang membantu
• penulis agar dapat melakukan penelitian di PT.Central Proteinaprima. Bapak I ustinus Paschalis selaku Sales Manager PT. Central Proteinaprima yang telah
• meluangkan waktu dalam memberikan informasi selama penyusunan skripsi. Bapak Lilik Eko Pramono selaku Business Research Section Head pada Pt Central
• Proteinaprima. Mama, Papa dan saudara-saudara penulis yang telah banyak memberikan bantuan
• dan dukungan baik moril maupun materil sehingga skripsi ini dapat diselesaikan. Sahabat dan teman-teman yang selalu mendukung dan memberi semangat kepada
• penulis : Shasha, Dede, Papat, Yuyu, Stella, Kope, Uci, Lidia, Yanto, William, Pengkuh, Hadi, Kak Rita, Dewi, Debby, Fenni, Maitri, juga semua teman-teman di lab, dan teman-teman disidang kemanggisan, yang tidak dapat disebutkan satu persatu. Teman-teman dari PDKK Binus, Daniel Alexander, Stella, Andrew, Novi, Amel, Sinthia,
• Shalita, Aan Anita untuk Doa dan Dukungannya.

  Penulis menyadari bahwa skripsi ini masih banyak sekali kekurangan, baik dalam hal materi dan penyajiannya. Oleh karena itu, penulis mengharapkan saran dan kritik yang bersifat membangun dari semua pihak.

  Akhir kata, penulis berharap agar skripsi ini dapat bermanfaat bagi pembaca dan pihak-pihak yang membutuhkan. Terima kasih. Jakarta, 6 Januari 2006 Penulis, Nellysia Olivia

  

DAFTAR I SI

  Halaman Halaman Judul ........................................................................................................................ 1 Halaman Pengesahan .............................................................................................................. 2 Abstrak .................................................................................................................................. 3 KATA PENGANTAR .................................................................................................................. 4 DAFTAR I SI ............................................................................................................................ 5 DAFTAR TABEL ...................................................................................................................... ix DAFTAR GAMBAR..................................................................................................................11i DAFTAR LAMPI RAN ...............................................................................................................12i BAB 1 . PENDAHULUAN .............................................................

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  1.1 Latar Belakang ................................................................

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  1.2 I dentifikasi masalah .........................................................

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  1.3 Tujuan dan Manfaat .........................................................

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  1.4 Sistematika penulisan ...................................................... Error! Bookmark not defined.

  Bab 2. Landasan Teori ............................................................... Error! Bookmark not defined.

  2.1 Merek (Brand) ................................................................. Error! Bookmark not defined.

  2.1.1 Pengertian merek...................................................... Error! Bookmark not defined.

  2.1.2 Pentingnya merek ..................................................... Error! Bookmark not defined.

  2.1.3 Makna Merek ............................................................

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  2.1.4 Manfaat merek .........................................................

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  2.2 Ekuitas merek ( Brand equity)............................................ Error! Bookmark not defined.

  2.2.1 Pengertian Ekuitas merek ..........................................

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  2.2.2 Elemen Ekuitas merek ( Brand Equity) ......................... Error! Bookmark not defined.

  2.2.3 Nilai dari ekuitas merek ............................................. Error! Bookmark not defined.

  2.3 Kesadaran merek ( Brand Awareness) ............................... Error! Bookmark not defined.

  2.3.1 Pengertian kesadaran merek ( Brand awareness).......... Error! Bookmark not defined.

  2.3.2 Peran kesadaran merek ............................................. Error! Bookmark not defined.

  2.3.3 Tingkatan kesadaran merek .......................................

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  2.4 Asosiasi merek ( Brand association).................................... Error! Bookmark not defined.

  2.4.1 Pengertian asosiasi merek .........................................

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  2.4.2 Nilai asosiasi merek...................................................

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  2.5 Persepsi kualitas (perceived quality) ..................................

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  2.5.1 Pengertian Persepsi kualitas.......................................

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  2.5.2 Faktor yang mempengaruhi persepsi kualitas ..............

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  2.5.3 Persepsi kualitas menghasilkan nilai............................

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  2.5.4 Membangun persepsi kualitas ( Perceived Quality) ........ Error! Bookmark not defined.

  2.6 Loyalitas merek ( Brand Loyalty) ....................................... Error! Bookmark not defined.

  2.6.1 Pengertian loyalitas merek ........................................ Error! Bookmark not defined.

  2.6.2 Fungsi loyalitas merek ............................................... Error! Bookmark not defined.

  2.6.3 Tingkatan loyalitas merek .......................................... Error! Bookmark not defined.

  2.7 Validitas dan Reliabilitas ...................................................

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  2.7.1 Validitas ...................................................................

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  2.7.2 Reliabilitas................................................................

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  2.8 Kerangka pemikiran .........................................................

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  2.9 Metodologi penelitian .......................................................

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  2.9.1 Jenis dan Metode Penelitian ....................................... Error! Bookmark not defined.

  2.9.2 Teknik pengambilan sampel ....................................... Error! Bookmark not defined.

  2.9.3 Teknik pengumpulan data ......................................... Error! Bookmark not defined.

  2.9.4 Definisi operasional dan instrumen pengukuran ........... Error! Bookmark not defined.

  2.9.4.1 Definisi operasional ............................................

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  2.9.4.2 I nstrumen penelitian ..........................................

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  2.9.5 Teknik Analisis data ..................................................

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  2.9.5.1 Uji Validitas dan Reliabilitas................................

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  2.9.5.2 Analisis Deskriptif ............................................... Error! Bookmark not defined.

  2.9.5.3 Test Cochran ..................................................... Error! Bookmark not defined.

  2.9.5.4 Tingkat Kesesuaian ............................................ Error! Bookmark not defined.

  2.9.5.5 Diagram Performance-I mportance ....................... Error! Bookmark not defined.

  2.9.5.6 Brand Switching Pattern Matrix............................ Error! Bookmark not defined.

  2.9.5.7 Analisis Error! Bookmark not defined.

  Brand Loyalty .........................................

  2.10 Analisis persaingan : Model lima kekuatan Porter ..............

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  BAB 3. GAMBARAN UMUM PERUSAHAAN..................................... Error! Bookmark not defined.

  3.1 Perkembangan Perusahaan ..............................................

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  3.1.1 Sejarah singkat perusahaan .......................................

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  3.1.2 Visi dan Misi Perusahaan ...........................................

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  3.2 Operasional perusahaan ................................................... Error! Bookmark not defined.

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  3.2.3Pemasaran ................................................................

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  3.2.4Keuangan..................................................................

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  3.2 Kondisi Bisnis Perusahaan ................................................

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  3.2.1 Persaingan dalam industri..........................................

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  3.2.2 Ancaman pendatang baru .......................................... Error! Bookmark not defined.

  3.2.3 Ancaman produk pengganti ....................................... Error! Bookmark not defined.

  3.2.4 Kekuatan daya tawar pemasok................................... Error! Bookmark not defined.

  3.2.5 Kekuatan daya tawar pembeli .................................... Error! Bookmark not defined.

  3.3 Struktur Organisasi dan Uraian Pekerjaan .......................... Error! Bookmark not defined.

  3.3.1 Struktur Organisasi ...................................................

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  3.2.2Uraian Pekerjaan .......................................................

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  BAB 4. HASI L dan ANALI SI S PENELI TI AN.................................... Error! Bookmark not defined.

  4.1 Pengumpulan dan Pengolahan data...................................

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  4.2 Analisis Data ...................................................................

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  4.2.1 Uji Validitas dan Reliabilitas ....................................... Error! Bookmark not defined.

  4.2.1.1 Uji Validitas dan Reliabilitas Variabel Brand Association Error! Bookmark not defined.

  4.2.1.2 Uji Validitas dan Reliabilitas Variabel Perceived Quality Error! Bookmark not defined.

  4.2.1.3 Uji Validitas dan Reliabilitas Variabel Brand Loyalty Error! Bookmark not defined.

  4.2.2 Profil responden........................................................

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  4.2.2.1 Berdasarkan Jenis kelamin ..................................

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  4.2.2.2 Berdasarkan Usia ...............................................

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  4.2.2.3 Berdasarkan Pekerjaan .......................................

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  4.2.2.4 Berdasarkan pengeluaran ...................................

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  4.2.3 Brand Awareness .................................................................................................. 70

  4.2.3.1 Top of Mind ................................................................................................... 70

  4.2.3.2 Brand Recall .................................................................................................. 70

  4.2.3.3 Brand Recognation ......................................................................................... 71

  4.2.3.4 Hasil Analisis Brand Awareness TAKARI ............................................................ 72

  4.2.4 Brand Association ................................................................................................. 73

  4.2.5 Perceived Quality .................................................................................................. 81

  4.2.6 Brand loyalty ........................................................................................................ 92

  4.2.6.1 Analisis Switcher ............................................................................................ 92

  4.2.6.2 Analisis Habitual Buyer ................................................................................... 94

  4.2.6.3 Analisis Satisfied Buyer with switching cost ....................................................... 95

  Commited Buyer ................................................................................. 97

  4.2.6.6 Hasil Analisis Loyalitas Merek ( Brand Loyalty) TAKARI ....................................... 98

  4.2.7 Brand Switching Pattern Matrix .............................................................................. 99

  BAB 5. SI MPULAN dan SARAN .............................................................................................101

  5.1 Simpulan ...................................................................................................................101

  5.2 Saran ........................................................................................................................102

  5.3. Keterbatasan Skripsi ..................................................................................................102 DAFTAR PUSTAKA................................................................................................................103 RI WAYAT HI DUP..................................................................................................................105 LAMPI RAN Surat Survey

  

DAFTAR TABEL

  Halaman Tabel 2.1 I nstrumen penelitian ..................................................

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Tabel 3.1 Daftar produk PT. Central Proteinaprima.......................

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Tabel 3.2 Daftar Pemasok PT. Central Proteinaprima....................

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Tabel 4.1 Uji Validitas dan Reliabilitas Variabel Brand Association . Error! Bookmark not defined.Tabel 4.2 Uji Validitas dan Reliabilitas I mportance........................ Error! Bookmark not defined.Tabel 4.3 Uji Validitas dan Reliabilitas Performance ...................... Error! Bookmark not defined.Tabel 4.4 Uji Validitas dan Reliabilitas Variabel Brand Loyalty ........ Error! Bookmark not defined.Tabel 4.5 Profil Responden Berdasarkan Jenis Kelamin ................. Error! Bookmark not defined.Tabel 4.6 Profil Responden Berdasarkan Usia .............................. Error! Bookmark not defined.Tabel 4.7 Profil Responden Berdasarkan Pekerjaan ......................

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Tabel 4.8 Profil Responden Berdasarkan Pengeluaran..................

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  Tabel 4.9 Top of Mind – Brand Awareness............................................................................... 70

  Tabel 4.10 Brand Recall – Brand Awareness ........................................................................... 71

Tabel 4.11 Brand Recognation dan Brand Unware.................................................................... 71Tabel 4.12 Responden yang Mengenal TAKARI ........................................................................ 73Tabel 4.13 Asosiasi Responden Terhadap Produk TAKARI (jawaban “ya”) .................................. 73Tabel 4.14 Responden yang Pernah atau Sedang Menggunakan TAKARI .................................. 81Tabel 4.15 I mportance-Performance untuk Atribut Harga ......................................................... 81Tabel 4.16 I mportance-Performance untuk Atribut Kemasan ..................................................... 82

  Tabel 4.17 I mportance-Performance untuk Atribut Kualitas....................................................... 83

  Tabel 4.18 I mportance-Performance untuk Atribut Warna Tidak Cepat Luntur ............................ 83

  Tabel 4.19 I mportance-Performance untuk Ukuran yang Sesuai ................................................ 84

  Tabel 4.20 I mportance-Performance untuk Bau yang Menyengat .............................................. 84

  Tabel 4.21 I mportance-Performance untuk Banyaknya Pilihan Warna ........................................ 85

Tabel 4.22 I mportance-Performance untuk Atribut Tidak Cepat Hancur...................................... 86Tabel 4.23 I mportance-Performance untuk Atribut Mudah Digunakan ........................................ 86Tabel 4.24 I mportance-Performance untuk Kemasan Tahan Lama............................................. 87Tabel 4.25 I mportance-Performance untuk Atribut I kan Lebih Ceria dan Sehat ........................... 87

  Tabel 4.26 I mportance-Performance untuk Komposisi Lengkap ................................................. 88

  Tabel 4.27 I mportance-Performance untuk Atribut Mudah Didapat ............................................ 89

Tabel 4.28 Nilai Rata-Rata

  I mportance-Performance ................................................................ 89

Tabel 4.29 Responden Pengguna Merek TAKARI ..................................................................... 92Tabel 4.31 Analisis

  Habitual Buyer ......................................................................................... 94

Tabel 4.32 Analisis Satisfied Buyer with Switching Cost............................................................. 95Tabel 4.33 Analisis

  Liking the Brand....................................................................................... 96

Tabel 4.34 Analisis

  Committed Buyer ..................................................................................... 97

Tabel 4.35 Brand Switching Pattern Matrix .............................................................................100Tabel 4.36 Posibility Rate of Transition...................................................................................100

  

DAFTAR GAMBAR

  Halaman Gambar 2.1 Brand Equity Value.................................................. Error! Bookmark not defined.

Gambar 2.2 Nilai-nilai kesadaran merek ...................................... Error! Bookmark not defined.Gambar 2.3 Piramida brand awareness ....................................... Error! Bookmark not defined.Gambar 2.4 Nilai asosiasi merek ................................................ Error! Bookmark not defined.Gambar 2.5 Nilai dari persepsi kualitas.......................................

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Gambar 2.6 Nilai loyalitas merek ...............................................

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Gambar 2.7 Piramida loyalitas merek .........................................

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Gambar 2.8 Diagram Cartesius I mportance-Performance ............. Error! Bookmark not defined.Gambar 2.9 Lima kekuatan persaingan Porter.............................

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Gambar 3.1 Proses produksi pakan ikan hias .............................. Error! Bookmark not defined.Gambar 3.2 Grafik Penjualan TAKARI ..................................................................................... 55Gambar 3.3 Analisa Five Competitive Force Porter pada PT. Central Proteinaprima .................... 56Gambar 3.4 Struktur Organisasi PT. Central Proteinaprima....................................................... 60Gambar 4.1 Piramida

  Brand Awareness TAKARI ...................................................................... 72

Gambar 4.2 Diagram Cartesius

  I mportance-Performance TAKARI ............................................. 90

Gambar 4.3 Piramida loyalitas Merek TAKARI ......................................................................... 99

DAFTAR LAMPI RAN

  Halaman Lampiran 1 Kuesioner

  L-1 Lampiran 2 Pengujian seluruh asosiasi

  L-4 Lampiran 3 Pengujian tanpa asosiasi 6

  L-6 Lampiran 5 Pengujian tanpa asosiasi 6 dan 7 L-8 Lampiran 6 Pengujian tanpa asosiasi 6, 7, dan 4 L-10 Lampiran 7 Pengujian tanpa 4, 6, 7, dan 12 L-12 Lampiran 8 Pengujian tanpa asosiasi 2, 4, 6, 7, dan 12 L-14 Lampiran 9 Pengujian tanpa asosiasi 2, 4, 6, 7, 11, dan 12 L-16 Lampiran 10 Validitas Asosiasi

  L-18 Lampiran 11 Validitas

  I mportance L-21 Lampiran 12 Validitas Performance L-24 Lampiran 13 Validitas Loyalty L-27 Lampiran 14 Reliabilitas Asosiasi dan I mportance L-28 Lampiran 15 Reliabilitas

  Performance dan Loyalty L-29 Lampiran 16 Tabel Nilai Kritis Korelasi r

  Product-Moment L-30

  Lampiran 17 Tabel Distribusi Chi-Square L-31

  Lampiran 18 Tabel Distribusi Normal Standar Z L-32