S MBS 0907459 Table of content
viii
DAFTAR ISI
LEMBAR PENGESAHAN
LEMBAR PERNYATAAN
ABSTRAK .......................................................................................................... i
ABSTRACT .......................................................................................................... ii
KATA PENGANTAR ........................................................................................ iii
UCAPAN TERIMA KASIH ............................................................................. iv
DAFTAR ISI ....................................................................................................... viii
DAFTAR TABEL .............................................................................................. xiv
DAFTAR GAMBAR .......................................................................................... xvii
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ..................................................................... 1
1.2 Identifikasi Masalah ............................................................................. 18
1.3 Rumusan Masalah ................................................................................ 18
1.4 Tujuan Penelitian .................................................................................. 19
1.5 Kegunaan Penelitian ............................................................................. 19
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS
2.1 Kajian Pustaka ...................................................................................... 21
2.1.1 Konsep Virtual Brand Community ............................................... 21
2.1.1.1 Virtual Brand Community dalam Marketing Management.. 21
2.1.1.2 Definisi Virtual Brand Community ...................................... 34
2.1.1.3 Dimensi Virtual Brand Community ..................................... 37
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ix
2.1.1.4 Fungsi Virtual Brand Community ........................................ 45
2.1.2 Konsep Ekuitas Merek .................................................................. 48
2.1.2.1 Definisi Ekuitas Merek ........................................................ 48
2.1.2.2 Dimensi Ekuitas Merek ....................................................... 50
2.1.2.3 Keuntungan Ekuitas Merek ................................................. 59
2.1.3 Pengaruh Virtual Brand Community Terhadap Ekuitas Merek .... 61
2.1.4 Orisinalitas Penelitian .................................................................... 62
2.2 Kerangka Pemikiran ............................................................................. 66
2.3 Hipotesis ............................................................................................... 72
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ................................................................................... 73
3.2 Metode Penelitian ................................................................................. 74
3.2.1 Jenis Penelitian dan Metode yang Digunakan .............................. 74
3.2.2 Operasionalisasi Variabel.............................................................. 76
3.2.3 Jenis dan Sumber Data .................................................................. 81
3.2.4 Populasi, Sampel dan Teknik Sampling ........................................ 83
3.2.4.1 Populasi ................................................................................ 83
3.2.4.2 Sampel ................................................................................. 84
3.2.4.3 Teknik Sampling ................................................................... 86
3.2.5 Teknik Pengumpulan Data ............................................................ 87
3.2.6 Pengujian Validitas dan Reliabilitas ............................................. 89
3.2.6.1 Hasil Pengujian Validitas ..................................................... 89
3.2.6.2 Hasil Pengujian Reliabilitas ................................................. 95
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
x
3.2.7 Rancangan Analisis Data dan Pengujian Hipotesis ...................... 97
3.2.7.1 Rancangan Analisis Deskriptif Menggunakan Distribusi
Frekuensi ............................................................................. 98
3.2.7.2 Rancangan Analisis Verifikatif ............................................ 100
1. Asumsi Analisis Regresi Linier Sederhana ............................ 100
a. Uji Normalitas .................................................................. 100
b. Uji Linieritas .................................................................... 101
c. Diagram Pencar ................................................................ 101
d. Uji β Melalui Uji t ............................................................... 102
2. Regresi Linier Sederhana ....................................................... 103
a. Analisis Regresi Linier Sederhana .................................... 104
b. Koefisien Determinasi ....................................................... 107
3.2.8 Rancangan Pengujian Hipotesis .................................................... 107
BAB IV HASIL PENELITIAN DAN BAHASAN
4.1 Profil Perusahaan dan Anggota Komunitas Facebook Bunda Cermat . 109
4.1.1 Profil Perusahaan PT. Softex Indonesia ........................................ 109
4.1.1.1 Visi dan Misi PT. Softex Indonesia ..................................... 110
4.1.1.2 Identitas Perusahaan PT. Softex Indonesia .......................... 111
4.1.1.3 Program Virtual Brand Community Pada Diaper Sweety .... 112
4.1.2 Karakteristik dan Pengalaman Responden .................................... 114
4.1.2.1 Karakteristik Responden Berdasarkan Usia ......................... 114
4.1.2.2 Karakteristik
Responden
Berdasarkan
Pendidikan
Terakhir Dikaitkan dengan Pekerjaan .................................. 115
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xi
4.1.2.3 Karakteristik Responden Berdasarkan Pekerjaan Dikaitkan
dengan Uang Belanja Rumah Tangga .................................. 117
4.1.2.4 Karakteristik Responden Berdasarkan Jumlah Anak yang
Dimiliki ................................................................................ 118
4.1.2.5 Karakteristik Responden Berdasarkan Usia Anak yang
Menggunakan Produk Sweety ............................................ 119
4.1.2.6 Karakteristik Responden Berdasarkan Jenis Diaper Sweety
yang Dipakai Dikaitkan dengan Kemasan Diaper Sweety
yang Sering Dibeli dan Ukuran Diaper Sweety yang Dipakai . 121
4.1.2.7 Karakteristik Responden Berdasarkan Alasan Utama Masuk
ke Komunitas Bunda Cermat .................................................... 124
4.1.2.8 Karakteristik Responden Berdasarkan Event atau Promo
Sweety yang Dikatahui ............................................................ 126
4.2 Tanggapan Responden Terhadap Virtual Brand Community Diaper
Sweety .................................................................................................. 127
4.2.1 Tanggapan Responden Terhadap Consciousness of Kind Diaper
Sweety ........................................................................................... 129
4.2.2 Tanggapan Responden Terhadap Ritual and Tradition ................ 132
4.2.3 Tanggapan Responden Terhadap Sense of Moral Responsibility . 136
4.2.4 Rekapitulasi Dimensi Virtual Brand Community ......................... 140
4.3 Tanggapan Responden Terhadap Ekuitas Merek Diaper Sweety ........ 143
4.3.1 Tanggapan Responden Terhadap Brand Salience......................... 144
4.3.2 Tanggapan Responden Terhadap Brand Performance ................. 147
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xii
4.3.3 Tanggapan Responden Terhadap Brand Imagery ........................ 150
4.3.4 Tanggapan Responden Terhadap Brand Judgement .................... 153
4.3.5 Tanggapan Responden Terhadap Brand Feelings ........................ 156
4.3.6 Tanggapan Responden Terhadap Brand Resonance ..................... 159
4.3.7 Rekapitulasi Dimensi Ekuitas Merek ............................................ 162
4.4 Pengaruh Virtual Brand Community Terhadap Ekuitas Merek
Disposable Diaper Merek Sweety........................................................ 165
4.4.1 Uji Normalitas ............................................................................... 166
4.4.2 Uji Linieritas ................................................................................ 168
4.4.3 Diagram Pencar ............................................................................ 169
4.4.4 Uji β Melalui Uji t ………………………………... ....................... 170
4.4.5 Regresi Linier Sederhana ............................................................. 171
4.4.5.1 Analisis Korelasi ...................................................................... 171
4.4.5.2 Analisis Regresi Linier Sederhana ........................................... 172
4.4.5.3 Koefisien Determinasi .............................................................. 174
4.5 Pembahasan .......................................................................................... 176
4.5.1 Virtual Brand Communitty ......................................................... 176
4.5.2
Ekuitas Merek ......................................................................... 177
4.5.3
Virtual Brand Community Terhadap Ekuitas Merek .............. 178
4.6 Implikasi Hasil Penelitian .................................................................... 179
4.6.1 Temuan Penelitian Bersifat Teoritis........................................... 179
4.6.2 Temuan Penelitian Bersifat Empirik ......................................... 181
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xiii
4.7 Implikasi Hasil Penelitian Virtual Brand Community Terhadap
Pengembangan Pendidikan Manajemen Bisnis ................................ 184
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan .......................................................................................... 189
5.2 Rekomendasi ....................................................................................... 190
DAFTAR PUSTAKA ......................................................................................... 193
LAMPIRAN
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR ISI
LEMBAR PENGESAHAN
LEMBAR PERNYATAAN
ABSTRAK .......................................................................................................... i
ABSTRACT .......................................................................................................... ii
KATA PENGANTAR ........................................................................................ iii
UCAPAN TERIMA KASIH ............................................................................. iv
DAFTAR ISI ....................................................................................................... viii
DAFTAR TABEL .............................................................................................. xiv
DAFTAR GAMBAR .......................................................................................... xvii
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ..................................................................... 1
1.2 Identifikasi Masalah ............................................................................. 18
1.3 Rumusan Masalah ................................................................................ 18
1.4 Tujuan Penelitian .................................................................................. 19
1.5 Kegunaan Penelitian ............................................................................. 19
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS
2.1 Kajian Pustaka ...................................................................................... 21
2.1.1 Konsep Virtual Brand Community ............................................... 21
2.1.1.1 Virtual Brand Community dalam Marketing Management.. 21
2.1.1.2 Definisi Virtual Brand Community ...................................... 34
2.1.1.3 Dimensi Virtual Brand Community ..................................... 37
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ix
2.1.1.4 Fungsi Virtual Brand Community ........................................ 45
2.1.2 Konsep Ekuitas Merek .................................................................. 48
2.1.2.1 Definisi Ekuitas Merek ........................................................ 48
2.1.2.2 Dimensi Ekuitas Merek ....................................................... 50
2.1.2.3 Keuntungan Ekuitas Merek ................................................. 59
2.1.3 Pengaruh Virtual Brand Community Terhadap Ekuitas Merek .... 61
2.1.4 Orisinalitas Penelitian .................................................................... 62
2.2 Kerangka Pemikiran ............................................................................. 66
2.3 Hipotesis ............................................................................................... 72
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ................................................................................... 73
3.2 Metode Penelitian ................................................................................. 74
3.2.1 Jenis Penelitian dan Metode yang Digunakan .............................. 74
3.2.2 Operasionalisasi Variabel.............................................................. 76
3.2.3 Jenis dan Sumber Data .................................................................. 81
3.2.4 Populasi, Sampel dan Teknik Sampling ........................................ 83
3.2.4.1 Populasi ................................................................................ 83
3.2.4.2 Sampel ................................................................................. 84
3.2.4.3 Teknik Sampling ................................................................... 86
3.2.5 Teknik Pengumpulan Data ............................................................ 87
3.2.6 Pengujian Validitas dan Reliabilitas ............................................. 89
3.2.6.1 Hasil Pengujian Validitas ..................................................... 89
3.2.6.2 Hasil Pengujian Reliabilitas ................................................. 95
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
x
3.2.7 Rancangan Analisis Data dan Pengujian Hipotesis ...................... 97
3.2.7.1 Rancangan Analisis Deskriptif Menggunakan Distribusi
Frekuensi ............................................................................. 98
3.2.7.2 Rancangan Analisis Verifikatif ............................................ 100
1. Asumsi Analisis Regresi Linier Sederhana ............................ 100
a. Uji Normalitas .................................................................. 100
b. Uji Linieritas .................................................................... 101
c. Diagram Pencar ................................................................ 101
d. Uji β Melalui Uji t ............................................................... 102
2. Regresi Linier Sederhana ....................................................... 103
a. Analisis Regresi Linier Sederhana .................................... 104
b. Koefisien Determinasi ....................................................... 107
3.2.8 Rancangan Pengujian Hipotesis .................................................... 107
BAB IV HASIL PENELITIAN DAN BAHASAN
4.1 Profil Perusahaan dan Anggota Komunitas Facebook Bunda Cermat . 109
4.1.1 Profil Perusahaan PT. Softex Indonesia ........................................ 109
4.1.1.1 Visi dan Misi PT. Softex Indonesia ..................................... 110
4.1.1.2 Identitas Perusahaan PT. Softex Indonesia .......................... 111
4.1.1.3 Program Virtual Brand Community Pada Diaper Sweety .... 112
4.1.2 Karakteristik dan Pengalaman Responden .................................... 114
4.1.2.1 Karakteristik Responden Berdasarkan Usia ......................... 114
4.1.2.2 Karakteristik
Responden
Berdasarkan
Pendidikan
Terakhir Dikaitkan dengan Pekerjaan .................................. 115
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xi
4.1.2.3 Karakteristik Responden Berdasarkan Pekerjaan Dikaitkan
dengan Uang Belanja Rumah Tangga .................................. 117
4.1.2.4 Karakteristik Responden Berdasarkan Jumlah Anak yang
Dimiliki ................................................................................ 118
4.1.2.5 Karakteristik Responden Berdasarkan Usia Anak yang
Menggunakan Produk Sweety ............................................ 119
4.1.2.6 Karakteristik Responden Berdasarkan Jenis Diaper Sweety
yang Dipakai Dikaitkan dengan Kemasan Diaper Sweety
yang Sering Dibeli dan Ukuran Diaper Sweety yang Dipakai . 121
4.1.2.7 Karakteristik Responden Berdasarkan Alasan Utama Masuk
ke Komunitas Bunda Cermat .................................................... 124
4.1.2.8 Karakteristik Responden Berdasarkan Event atau Promo
Sweety yang Dikatahui ............................................................ 126
4.2 Tanggapan Responden Terhadap Virtual Brand Community Diaper
Sweety .................................................................................................. 127
4.2.1 Tanggapan Responden Terhadap Consciousness of Kind Diaper
Sweety ........................................................................................... 129
4.2.2 Tanggapan Responden Terhadap Ritual and Tradition ................ 132
4.2.3 Tanggapan Responden Terhadap Sense of Moral Responsibility . 136
4.2.4 Rekapitulasi Dimensi Virtual Brand Community ......................... 140
4.3 Tanggapan Responden Terhadap Ekuitas Merek Diaper Sweety ........ 143
4.3.1 Tanggapan Responden Terhadap Brand Salience......................... 144
4.3.2 Tanggapan Responden Terhadap Brand Performance ................. 147
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xii
4.3.3 Tanggapan Responden Terhadap Brand Imagery ........................ 150
4.3.4 Tanggapan Responden Terhadap Brand Judgement .................... 153
4.3.5 Tanggapan Responden Terhadap Brand Feelings ........................ 156
4.3.6 Tanggapan Responden Terhadap Brand Resonance ..................... 159
4.3.7 Rekapitulasi Dimensi Ekuitas Merek ............................................ 162
4.4 Pengaruh Virtual Brand Community Terhadap Ekuitas Merek
Disposable Diaper Merek Sweety........................................................ 165
4.4.1 Uji Normalitas ............................................................................... 166
4.4.2 Uji Linieritas ................................................................................ 168
4.4.3 Diagram Pencar ............................................................................ 169
4.4.4 Uji β Melalui Uji t ………………………………... ....................... 170
4.4.5 Regresi Linier Sederhana ............................................................. 171
4.4.5.1 Analisis Korelasi ...................................................................... 171
4.4.5.2 Analisis Regresi Linier Sederhana ........................................... 172
4.4.5.3 Koefisien Determinasi .............................................................. 174
4.5 Pembahasan .......................................................................................... 176
4.5.1 Virtual Brand Communitty ......................................................... 176
4.5.2
Ekuitas Merek ......................................................................... 177
4.5.3
Virtual Brand Community Terhadap Ekuitas Merek .............. 178
4.6 Implikasi Hasil Penelitian .................................................................... 179
4.6.1 Temuan Penelitian Bersifat Teoritis........................................... 179
4.6.2 Temuan Penelitian Bersifat Empirik ......................................... 181
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
xiii
4.7 Implikasi Hasil Penelitian Virtual Brand Community Terhadap
Pengembangan Pendidikan Manajemen Bisnis ................................ 184
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan .......................................................................................... 189
5.2 Rekomendasi ....................................................................................... 190
DAFTAR PUSTAKA ......................................................................................... 193
LAMPIRAN
LENI DENIARNI, 2015
ANALISIS PERSEPSI VIRTUAL BRAND COMMUNITY TERHADAP KINERJA EKUITAS MEREK DISPOSABLE DIAPER
MEREK SWEETY
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu