S MBS 1001209 Table of content
DAFTAR ISI
ABSTRAK ......................................................................................................... i
ABSTRACT ........................................................................................................ ii
KATA PENGANTAR ....................................................................................... iii
UCAPAN TERIMA KASIH ............................................................................ iv
DAFTAR ISI ...................................................................................................... viii
DAFTAR TABEL ............................................................................................. xi
DAFTAR GAMBAR ......................................................................................... xiv
DAFTAR LAMPIRAN ..................................................................................... xv
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian .............................................................................
1.2 Identifikasi Masalah ......................................................................................
1.3 Rumusan Masalah .........................................................................................
1.4 Tujuan Penelitian ..........................................................................................
1.5 Kegunaan Penelitian......................................................................................
1
11
12
12
13
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS
2.1 Kajian Pustaka............................................................................................... 14
2.1.1 Konsep Marketing Communication Mix............................................. 14
2.1.1.1 Marketing Communication Mix dalam Marketing Mix ......... 14
2.1.1.2 Definisi Marketing Communication Mix ................................ 19
2.1.1.3 Dimensi Marketing Communication Mix ............................... 21
2.1.2 Konsep Customer-Based Brand Equity .............................................. 29
2.1.2.1 Definisi Customer-Based Brand Equity ................................. 29
2.1.2.2 Perspektif Customer-Based Brand Equity .............................. 31
2.1.2.3 Dimensi Customer-Based Brand Equity................................. 33
2.1.3 Pengaruh Marketing Communication Mix terhadap
Customer-Based Brand Equity ........................................................... 38
2.1.4 Orisinalitas Penelitian ......................................................................... 39
2.2 Kerangka Pemikiran ..................................................................................... 43
2.3 Hipotesis ...................................................................................................... 47
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ...........................................................................................
3.2 Jenis dan Metode Penelitian yang Digunakan .............................................
3.2.1 Jenis Penelitian yang Digunakan ........................................................
3.2.2 Metode Penelitian yang Digunakan ....................................................
3.2.3 Operasionalisasi Variabel ...................................................................
3.2.4 Jenis dan Sumber Data .......................................................................
3.2.5 Populasi, Sampel, dan Teknik Penarikan Sampel ..............................
3.2.5.1 Populasi...................................................................................
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
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3.2.5.2 Sampel ....................................................................................
3.2.5.3 Teknik Penarikan Sampling ....................................................
3.2.6 Teknik Pengumpulan Data .................................................................
3.2.7 Hasil Pengujian Validitas dan Reliabilitas .........................................
3.2.7.1 Hasil Pengujian Validitas .......................................................
3.2.7.2 Hasil Pengujian Reliabilitas ....................................................
3.2.8 Teknik Analisis Data ..........................................................................
3.2.8.1 Analisis Deskriptif ..................................................................
3.2.8.2 Analisis Verifikatif .................................................................
3.2.8.2.1 Pengujian Model Pengukuran Menggunakan
Analisis Faktor Konfirmatori .................................
3.2.8.2.1.1 Spesifikasi Model .................................
3.2.8.2.1.2 Pengujian Model Pengukuran
Secara Keseluruhan ............................
3.2.8.2.1.3 Pengujian Validitas Model
Pengukuran ..........................................
3.2.8.2.1.4 Pengujian Reliabilitas Model
Pengukuran ..........................................
3.2.8.2.2 Analisis Data Verifikatif dengan Model
Persamaan Struktural..............................................
3.2.9 Pengujian Hipotesis ............................................................................
62
66
67
69
69
75
77
78
79
80
81
82
86
88
89
91
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Profil Perusahaan dan Pengguna Minuman Isotonik di
Helios Fitness Center Festival Citylink Indonesia ...................................... 92
4.1.1 Profil Perusahaan Minuman Isotonik Indonesia ................................. 92
4.1.1.1 Identitas Pocari Sweat ............................................................. 94
4.1.1.2 Identitas Mizone ..................................................................... 95
4.1.1.3 Identitas Vitazone ................................................................... 95
4.1.1.4 Identitas Hydro Coco .............................................................. 95
4.1.1.5 Visi dan Misi PT Amerta Indah Otsuka ............................... 96
4.1.1.6 Visi dan Misi PT Aqua Golden Mississipi ............................. 96
4.1.1.7 Visi dan Misi PT. Mayora Indah Tbk ..................................... 97
4.1.1.8 Visi dan Misi PT. Kalbe Farma Tbk....................................... 97
4.1.1.9 Produk Pocari Sweat ............................................................... 98
4.1.1.10 Produk Mizone ..................................................................... 98
4.1.1.11 Produk Vitazone ................................................................... 99
4.1.1.12 Produk Hydro Coco .............................................................. 99
4.1.1.13 Program Marketing Communications Mix Merek
Minuman Isotonik di Indonesia ............................................100
4.1.2 Profil Pengguna Berdasarkan Karakteristik dan Pengalaman
Pengguna Minuman Isotonik di Helios Fitness Center
Festival Citylink Bandung ..................................................................104
4.1.2.1 Profil Pengguna Berdasarkan Merek Minuman Isotonik
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
yang Digunakan ......................................................................105
4.1.2.2 Jenis Kelamin dan Usia Dikaitkan dengan Merek
Minuman Isotonik yang Digunakan .......................................106
4.1.2.3 Jenis Kelamin dan Usia Dikaitkan dengan Merek
Minuman Isotonik yang Digunakan .......................................108
4.1.2.4 Pendidikan Terakhir dan Pekerjaan Dikaitkan dengan
Merek Minuman Isotonik yang Digunakan ............................110
4.1.2.5 Alasan Pengguna Memilih Merek Minuman Isotonik............112
4.2 Tanggapan Kinerja Marketing Communications Mix dan
Dimensinya pada Pengguna Minuman Isotonik di Helios Fitness
Center Fetsival Citylink Bandung ...............................................................114
4.2.1 Tanggapan Pengguna terhadap Kinerja Marketing Communications
Mix Merek Minuman Isotonik Indonesia ...........................................114
4.2.1.1 Tanggapan Pengguna terhadap Advertising ............................116
4.2.1.2 Tanggapan Pengguna terhadap Public Relations and
Publicity .................................................................................119
4.2.1.3 Tanggapan Pengguna terhadap Interactive Marketing ...........121
4.2.1.4 Tanggapan Pengguna terhadap Personal Selling ...................124
4.2.1.5 Tanggapan Pengguna terhadap Sales Promotion ...................127
4.2.1.6 Tanggapan Pengguna terhadap Word-of-Mouth Marketing ...129
4.2.1.7 Tanggapan Pengguna terhadap Event and Experiences .........132
4.2.1.8 Tanggapan Pengguna terhadap Direct Marketing ..................134
4.2.1.9 Rekapitulasi Tanggapan Pengguna terhadap
Marketing Communications Mix ..........................................137
4.3 Tanggapan Kinerja Customer-Based Brand Equity dan
Dimensinya pada Pengguna Minuman Isotonik di Helios Fitness
Center Fetsival Citylink Bandung ...............................................................143
4.3.1Tanggapan Pengguna terhadap Kinerja
Customer-Based Brand Equity Merek Minuman Isotonik Indonesia 143
4.3.1.1 Tanggapan Pengguna terhadap Brand Salience ..................... 145
4.3.1.2 Tanggapan Pengguna terhadap Brand Performance .............. 148
4.3.1.3 Tanggapan Pengguna terhadap Brand Imagery...................... 151
4.3.1.4 Tanggapan Pengguna terhadap Brand Judgments .................. 154
4.3.1.5 Tanggapan Pengguna terhadap Brand Feelings ..................... 157
4.3.1.6 Tanggapan Pengguna terhadap Brand Resonance .................. 159
4.3.1.7 Rekapitulasi Tanggapan Pengguna terhadap
Customer-Based Brand Equity ............................................... 162
4.4 Pengaruh Marketing Communications Mix terhadap Customer Based
Brand Equity ................................................................................................ 167
4.5 Pembahasan Hasil Penelitian ....................................................................... 171
4.5.1 Pembahasan Marketing Communications Mix ................................... 171
4.5.2 Pembahasan Customer-Based Brand Equity ...................................... 172
4.5.3 Pembahasan Pengaruh Marketing Communications Mix
terhadap Customer-Based Brand Equity ............................................ 173
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.6 Implikasi Hasil Penelitian ............................................................................ 174
4.6.1 Temuan Penelitian Bersifat Teoritis ................................................... 174
4.6.2 Temuan Penelitian Bersifat Empiris ................................................... 176
4.7 Implikasi Hasil Penelitian Marketing Communications Mix
terhadap Customer-Based Brand Equity Pada Program Studi
Pendidikan Manajemen Bisnis ..................................................................... 178
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan .................................................................................................. 182
5.2 Rekomendasi ................................................................................................ 183
DAFTAR PUSTAKA ........................................................................................ 186
LAMPIRAN
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRAK ......................................................................................................... i
ABSTRACT ........................................................................................................ ii
KATA PENGANTAR ....................................................................................... iii
UCAPAN TERIMA KASIH ............................................................................ iv
DAFTAR ISI ...................................................................................................... viii
DAFTAR TABEL ............................................................................................. xi
DAFTAR GAMBAR ......................................................................................... xiv
DAFTAR LAMPIRAN ..................................................................................... xv
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian .............................................................................
1.2 Identifikasi Masalah ......................................................................................
1.3 Rumusan Masalah .........................................................................................
1.4 Tujuan Penelitian ..........................................................................................
1.5 Kegunaan Penelitian......................................................................................
1
11
12
12
13
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS
2.1 Kajian Pustaka............................................................................................... 14
2.1.1 Konsep Marketing Communication Mix............................................. 14
2.1.1.1 Marketing Communication Mix dalam Marketing Mix ......... 14
2.1.1.2 Definisi Marketing Communication Mix ................................ 19
2.1.1.3 Dimensi Marketing Communication Mix ............................... 21
2.1.2 Konsep Customer-Based Brand Equity .............................................. 29
2.1.2.1 Definisi Customer-Based Brand Equity ................................. 29
2.1.2.2 Perspektif Customer-Based Brand Equity .............................. 31
2.1.2.3 Dimensi Customer-Based Brand Equity................................. 33
2.1.3 Pengaruh Marketing Communication Mix terhadap
Customer-Based Brand Equity ........................................................... 38
2.1.4 Orisinalitas Penelitian ......................................................................... 39
2.2 Kerangka Pemikiran ..................................................................................... 43
2.3 Hipotesis ...................................................................................................... 47
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian ...........................................................................................
3.2 Jenis dan Metode Penelitian yang Digunakan .............................................
3.2.1 Jenis Penelitian yang Digunakan ........................................................
3.2.2 Metode Penelitian yang Digunakan ....................................................
3.2.3 Operasionalisasi Variabel ...................................................................
3.2.4 Jenis dan Sumber Data .......................................................................
3.2.5 Populasi, Sampel, dan Teknik Penarikan Sampel ..............................
3.2.5.1 Populasi...................................................................................
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
49
50
50
51
52
59
61
61
3.2.5.2 Sampel ....................................................................................
3.2.5.3 Teknik Penarikan Sampling ....................................................
3.2.6 Teknik Pengumpulan Data .................................................................
3.2.7 Hasil Pengujian Validitas dan Reliabilitas .........................................
3.2.7.1 Hasil Pengujian Validitas .......................................................
3.2.7.2 Hasil Pengujian Reliabilitas ....................................................
3.2.8 Teknik Analisis Data ..........................................................................
3.2.8.1 Analisis Deskriptif ..................................................................
3.2.8.2 Analisis Verifikatif .................................................................
3.2.8.2.1 Pengujian Model Pengukuran Menggunakan
Analisis Faktor Konfirmatori .................................
3.2.8.2.1.1 Spesifikasi Model .................................
3.2.8.2.1.2 Pengujian Model Pengukuran
Secara Keseluruhan ............................
3.2.8.2.1.3 Pengujian Validitas Model
Pengukuran ..........................................
3.2.8.2.1.4 Pengujian Reliabilitas Model
Pengukuran ..........................................
3.2.8.2.2 Analisis Data Verifikatif dengan Model
Persamaan Struktural..............................................
3.2.9 Pengujian Hipotesis ............................................................................
62
66
67
69
69
75
77
78
79
80
81
82
86
88
89
91
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Profil Perusahaan dan Pengguna Minuman Isotonik di
Helios Fitness Center Festival Citylink Indonesia ...................................... 92
4.1.1 Profil Perusahaan Minuman Isotonik Indonesia ................................. 92
4.1.1.1 Identitas Pocari Sweat ............................................................. 94
4.1.1.2 Identitas Mizone ..................................................................... 95
4.1.1.3 Identitas Vitazone ................................................................... 95
4.1.1.4 Identitas Hydro Coco .............................................................. 95
4.1.1.5 Visi dan Misi PT Amerta Indah Otsuka ............................... 96
4.1.1.6 Visi dan Misi PT Aqua Golden Mississipi ............................. 96
4.1.1.7 Visi dan Misi PT. Mayora Indah Tbk ..................................... 97
4.1.1.8 Visi dan Misi PT. Kalbe Farma Tbk....................................... 97
4.1.1.9 Produk Pocari Sweat ............................................................... 98
4.1.1.10 Produk Mizone ..................................................................... 98
4.1.1.11 Produk Vitazone ................................................................... 99
4.1.1.12 Produk Hydro Coco .............................................................. 99
4.1.1.13 Program Marketing Communications Mix Merek
Minuman Isotonik di Indonesia ............................................100
4.1.2 Profil Pengguna Berdasarkan Karakteristik dan Pengalaman
Pengguna Minuman Isotonik di Helios Fitness Center
Festival Citylink Bandung ..................................................................104
4.1.2.1 Profil Pengguna Berdasarkan Merek Minuman Isotonik
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
yang Digunakan ......................................................................105
4.1.2.2 Jenis Kelamin dan Usia Dikaitkan dengan Merek
Minuman Isotonik yang Digunakan .......................................106
4.1.2.3 Jenis Kelamin dan Usia Dikaitkan dengan Merek
Minuman Isotonik yang Digunakan .......................................108
4.1.2.4 Pendidikan Terakhir dan Pekerjaan Dikaitkan dengan
Merek Minuman Isotonik yang Digunakan ............................110
4.1.2.5 Alasan Pengguna Memilih Merek Minuman Isotonik............112
4.2 Tanggapan Kinerja Marketing Communications Mix dan
Dimensinya pada Pengguna Minuman Isotonik di Helios Fitness
Center Fetsival Citylink Bandung ...............................................................114
4.2.1 Tanggapan Pengguna terhadap Kinerja Marketing Communications
Mix Merek Minuman Isotonik Indonesia ...........................................114
4.2.1.1 Tanggapan Pengguna terhadap Advertising ............................116
4.2.1.2 Tanggapan Pengguna terhadap Public Relations and
Publicity .................................................................................119
4.2.1.3 Tanggapan Pengguna terhadap Interactive Marketing ...........121
4.2.1.4 Tanggapan Pengguna terhadap Personal Selling ...................124
4.2.1.5 Tanggapan Pengguna terhadap Sales Promotion ...................127
4.2.1.6 Tanggapan Pengguna terhadap Word-of-Mouth Marketing ...129
4.2.1.7 Tanggapan Pengguna terhadap Event and Experiences .........132
4.2.1.8 Tanggapan Pengguna terhadap Direct Marketing ..................134
4.2.1.9 Rekapitulasi Tanggapan Pengguna terhadap
Marketing Communications Mix ..........................................137
4.3 Tanggapan Kinerja Customer-Based Brand Equity dan
Dimensinya pada Pengguna Minuman Isotonik di Helios Fitness
Center Fetsival Citylink Bandung ...............................................................143
4.3.1Tanggapan Pengguna terhadap Kinerja
Customer-Based Brand Equity Merek Minuman Isotonik Indonesia 143
4.3.1.1 Tanggapan Pengguna terhadap Brand Salience ..................... 145
4.3.1.2 Tanggapan Pengguna terhadap Brand Performance .............. 148
4.3.1.3 Tanggapan Pengguna terhadap Brand Imagery...................... 151
4.3.1.4 Tanggapan Pengguna terhadap Brand Judgments .................. 154
4.3.1.5 Tanggapan Pengguna terhadap Brand Feelings ..................... 157
4.3.1.6 Tanggapan Pengguna terhadap Brand Resonance .................. 159
4.3.1.7 Rekapitulasi Tanggapan Pengguna terhadap
Customer-Based Brand Equity ............................................... 162
4.4 Pengaruh Marketing Communications Mix terhadap Customer Based
Brand Equity ................................................................................................ 167
4.5 Pembahasan Hasil Penelitian ....................................................................... 171
4.5.1 Pembahasan Marketing Communications Mix ................................... 171
4.5.2 Pembahasan Customer-Based Brand Equity ...................................... 172
4.5.3 Pembahasan Pengaruh Marketing Communications Mix
terhadap Customer-Based Brand Equity ............................................ 173
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.6 Implikasi Hasil Penelitian ............................................................................ 174
4.6.1 Temuan Penelitian Bersifat Teoritis ................................................... 174
4.6.2 Temuan Penelitian Bersifat Empiris ................................................... 176
4.7 Implikasi Hasil Penelitian Marketing Communications Mix
terhadap Customer-Based Brand Equity Pada Program Studi
Pendidikan Manajemen Bisnis ..................................................................... 178
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan .................................................................................................. 182
5.2 Rekomendasi ................................................................................................ 183
DAFTAR PUSTAKA ........................................................................................ 186
LAMPIRAN
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu