S MBS 1001209 Abstract
ABSTRAK
Fikri Triputera (1001209), “Pengaruh Marketing Communications Mix terhadap
Customer-Based Brand Equity (Survei Pada Pengguna Minuman Isotonik di Helios
Fitness Center Festival Citylink Bandung)”. Di bawah bimbingan Dr. Lili Adi
Wibowo. S.Pd.,S.Sos.,MM
Persaingan yang kompetitif pada industri minuman isotonik ditandai dengan naik
turunnya kesadaran dan citra sebuah merek di benak konsumen yang terlihat dari tinggi
rendahnya customer-based brand equity (CBBE), khususnya pada merek di industri
minuman isotonik yaitu di antaranya Pocari Sweat, Mizone, Hydro Coco, dan Vitazone.
Untuk dapat meningkatkan CBBE, perusahaan dapat melakukan promosi menggunakan
marketing communications, sehingga tercipta pengetahuan merek sehingga dapat
meningkatkan ekuitas merek. Komunikasi pemasaran dilakukan dengan menggunakan
marketing communications mix (MCM).
Penelitian ini bertujuan untuk mengetahui gambaran pelaksanaan MCM, mengetahui
gambaran CBBE, mengetahui pengaruh pelaksanaan program MCM terhadap CBBE.
Unit analisis dalam penelitian ini yaitu pengguna minuman isotonik di Helios Fitness
Center Festival Citylink Bandung. Variabel bebas dalam penelitian ini yaitu marketing
communications mix dan variabel terikat pada penelitian yaitu customer-based brand
equity. Metode yang digunakan adalah explanatory survey. Teknik systematic random
sampling, dengan jumlah sampel sebanyak 220 orang. Teknik analisa data yang
digunakan adalah structural equation modelling menggunakan software AMOS 22.0.
Hasil yang diperoleh dalam penelitian menyatakan bahwa MCM berpengaruh terhadap
CBBE sebesar 69,2%. Maka dapat diketahui bahwa MCM memiliki pengaruh yang
positif terhadap CBBE.
Penulis merekomendasikan agar perusahaan lebih selektif dalam memilih alat MCM
sebagai salah satu cara untuk meningkatkan CBBE merek minuman isotonik.
Kata kunci: customer-based brand equity, marketing communications mix
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRACT
Fikri Triputera (1001209), " The Influence of Marketing Communications Mix
on Customer-Based Brand Equity (Survey on Isotonic Drinks User in Helios
Fitness Center Festival Citylink Bandung)". Under the guidance of Dr. Lili Adi
Wibowo.S.Pd.,S.Sos., MM
Competitive rivalry in isotonic drinks industry is characterized by the rise and fall
of awareness and a brand image in the consumer's mind and memory that can be
seen from the level of customer-based brand equity (CBBE), especially on brands
in the industry among the isotonic drinks Pocari Sweat, Mizone, Hydro Coco, and
Vitazone. In order to improve the CBBE in order to maintain the performance of
the brand, the company is required to conduct a campaign using marketing
communications, so as to create a brand so that knowledge can enhance brand
equity. Marketing communication can be done by using the marketing
communications mix (MCM).
This study aims to determine the picture of the MCM implementations, determine
a picture of the CBBE, determine the effect of the implementation of the MCM
programs on CBBE isotonic drinks brands. Object / unit of analysis in this study
is an isotonic drinks users in Helios Fitness Center Festival Citylink Bandung.
The independent variable in this study is the marketing communications mix and
the dependent variable in this study is a customer-based brand equity. The method
used is explanatory survey by systematic random sampling technique, with a total
sample of 220 people. Data analysis technique used is structural equation
modeling (SEM) with software tools AMOS 22.0. The results obtained in the study
stated that the MCM effect on CBBE brand isotonic 69.2%. MCM has a positive
influence on CBBE.
The author recommends that companies are more selective in choosing a MCM as
one of the ways to improve the CBBE isotonic drink brands.
Keywords: customer-based brand equity, marketing communications mix
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Fikri Triputera (1001209), “Pengaruh Marketing Communications Mix terhadap
Customer-Based Brand Equity (Survei Pada Pengguna Minuman Isotonik di Helios
Fitness Center Festival Citylink Bandung)”. Di bawah bimbingan Dr. Lili Adi
Wibowo. S.Pd.,S.Sos.,MM
Persaingan yang kompetitif pada industri minuman isotonik ditandai dengan naik
turunnya kesadaran dan citra sebuah merek di benak konsumen yang terlihat dari tinggi
rendahnya customer-based brand equity (CBBE), khususnya pada merek di industri
minuman isotonik yaitu di antaranya Pocari Sweat, Mizone, Hydro Coco, dan Vitazone.
Untuk dapat meningkatkan CBBE, perusahaan dapat melakukan promosi menggunakan
marketing communications, sehingga tercipta pengetahuan merek sehingga dapat
meningkatkan ekuitas merek. Komunikasi pemasaran dilakukan dengan menggunakan
marketing communications mix (MCM).
Penelitian ini bertujuan untuk mengetahui gambaran pelaksanaan MCM, mengetahui
gambaran CBBE, mengetahui pengaruh pelaksanaan program MCM terhadap CBBE.
Unit analisis dalam penelitian ini yaitu pengguna minuman isotonik di Helios Fitness
Center Festival Citylink Bandung. Variabel bebas dalam penelitian ini yaitu marketing
communications mix dan variabel terikat pada penelitian yaitu customer-based brand
equity. Metode yang digunakan adalah explanatory survey. Teknik systematic random
sampling, dengan jumlah sampel sebanyak 220 orang. Teknik analisa data yang
digunakan adalah structural equation modelling menggunakan software AMOS 22.0.
Hasil yang diperoleh dalam penelitian menyatakan bahwa MCM berpengaruh terhadap
CBBE sebesar 69,2%. Maka dapat diketahui bahwa MCM memiliki pengaruh yang
positif terhadap CBBE.
Penulis merekomendasikan agar perusahaan lebih selektif dalam memilih alat MCM
sebagai salah satu cara untuk meningkatkan CBBE merek minuman isotonik.
Kata kunci: customer-based brand equity, marketing communications mix
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRACT
Fikri Triputera (1001209), " The Influence of Marketing Communications Mix
on Customer-Based Brand Equity (Survey on Isotonic Drinks User in Helios
Fitness Center Festival Citylink Bandung)". Under the guidance of Dr. Lili Adi
Wibowo.S.Pd.,S.Sos., MM
Competitive rivalry in isotonic drinks industry is characterized by the rise and fall
of awareness and a brand image in the consumer's mind and memory that can be
seen from the level of customer-based brand equity (CBBE), especially on brands
in the industry among the isotonic drinks Pocari Sweat, Mizone, Hydro Coco, and
Vitazone. In order to improve the CBBE in order to maintain the performance of
the brand, the company is required to conduct a campaign using marketing
communications, so as to create a brand so that knowledge can enhance brand
equity. Marketing communication can be done by using the marketing
communications mix (MCM).
This study aims to determine the picture of the MCM implementations, determine
a picture of the CBBE, determine the effect of the implementation of the MCM
programs on CBBE isotonic drinks brands. Object / unit of analysis in this study
is an isotonic drinks users in Helios Fitness Center Festival Citylink Bandung.
The independent variable in this study is the marketing communications mix and
the dependent variable in this study is a customer-based brand equity. The method
used is explanatory survey by systematic random sampling technique, with a total
sample of 220 people. Data analysis technique used is structural equation
modeling (SEM) with software tools AMOS 22.0. The results obtained in the study
stated that the MCM effect on CBBE brand isotonic 69.2%. MCM has a positive
influence on CBBE.
The author recommends that companies are more selective in choosing a MCM as
one of the ways to improve the CBBE isotonic drink brands.
Keywords: customer-based brand equity, marketing communications mix
Fikri Triputera, 2014
Pengaruh marketing communications mix terhadap customer-based brand equity
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu