STUDI TENTANG BRAND RESONANCE MELALUI BRAND FEELING PADA HONDA TIGER DI KOTA SEMARANG

Abstract

ABSTRAKSI Membangun ekuitas merek merupakan salah satu bagian penting dari membangun merek. Membangun ekuitas merek berbasis konsumen merupakan suatu pendekatan yang banyak diteliti. Ekuitas merek tercapai bila terjadi ikatan psikologis antara merek dengan konsumen, sehingga tercipta Brand Resonance. Pemasar melakukan upaya untuk menciptakan resonansi merek Penelitian ini mengkaji tentang faktor-faktor yang mempengaruhi Brand Resonance. Hasil penelitian ini diharapkan dapat menjawab rumusan masalah dalam penelitian ini, yaitu bagaimana meningkatkan Brand Resonance melalui Brand Salience dan Perceived Quality dengan memperhatikan Brand Feeling. Penelitian ini bertujuan menguji lima hipotesis yaitu semakin tinggi Brand Salience maka semakin tinggi Brand Resonance, semakin tinggi Brand Salience maka semakin tinggi Keputusan Pembelian, semakin tinggi Keputusan Pembelian maka semakin tinggi Brand Feeling, semakin tinggi Perceived Quality maka semakin tinggi Brand Feeling, dan semakin tinggi Brand Feeling semakin tinggi Brand Resonance. Sampel penelitian ini adalah para pengguna Honda Tiger dan menjadi anggota klub yang mengambil keputusan pembelian dan tinggal di Semarang. Jumlah responden adalah 125 orang. Teknik analisis data menggunakan SEM (Structural Equation Model) dari paket software AMOS 18. Model penelitian yang diajukan dapat diterima dengan asumsi nilai dari Standardized Residual Covariance tidak ada yang melebihi ± 2,58 dan nilai Determinant of Covariance Matrix 1882,404. Pengukuran eksogen dan endogen telah diuji dengan menggunakan analisis konfirmatori. Selanjutnya dianalisis dengan Structural Equation Model (SEM) untuk pengujian hubungan kausalitas antar variabel-variabel yang mempengaruhi dan dipengaruhi oleh brand salience, keputusan pembelian, perceived quality, brand feeling dan brand resonance. Hasil pengujian telah memenuhi kriteria Goodness of Fit yaitu chi square =194,064 ; probability = 0,054; GFI = 0,869; AGFI = 0,832; CFI = 0,979; TLI = 0,975; RMSEA = 0,038; CMIN/DF = 1,183. Berdasarkan hasil analisis data dapat disimpulkan bahwa model tersebut dapat diterima. Kesimpulan dari hasil penelitian ini menunjukkan bahwa untuk meningkatkan Brand Resonance dapat dicapai melaui Brand Feeling yang diperoleh dari kemantapan keputusan pembelian karena kemenonjolan merek dalam memori (Brand Salience) serta mendukung pendapat Keller (1993) dan penelitian Kim et., al. (2004). Kata kunci : Brand Salience, Keputusan Pembelian, Perceived Quality, Brand Feeling dan Brand Resonance ABSTRACT Developing brand equity is one of the significant parts of brand development. Developing Consumer-Based Brand Equity (CBBE) is the most researched approach. Brand equity is achieved if physiological relationship among consumer and brand, so it would create what called brand resonance. Marketers attempt to create brand resonance. This research examines influential factors of brand resonance. This research is expected to answer the questions, i.e. how to improve brand resonance through brand salience and perceived quality by paying attention on brand feeling. The research is intended to test five hypotheses. First, higher brand salience will create higher brand resonance. Second, the higher brand salience will make higher purchase decision. Third, the higher purchase decision will establish higher brand feeling. Fourth, the higher perceived quality will boost higher brand feeling. Fifth, higher brand feeling will attract higher brand resonance. The sample of research is Honda Tiger riders who are becoming the member of motorcycle club, having the purchase decision, and living in Semarang. A number of respondent is 125 people. The researcher uses SEM (Structural Equation Model) and AMOS 18 software to analyze data. Research model proposed can be accepted by assuming Standardized Residual Covariance value of 2.58 and Determinant of Covariance Matrix of 1882.404. Measurement of exogenous and endogenous has been examined by using confirmatory analysis. Furthermore, it is analyzed by SEM (Structural Equation Model) to review causality related to affecting and affected variables of brand salience, purchase decision, perceived quality, brand feeling, and brand resonance. The tested result has required goodness of fit : chi square of 194.064; probability = 0.054; GFI of 0.869; AGFI = 0.832; CFI of 0.979; TLI of 0.975; RMSEA = 0.038; CMIN/DF of 1.183. According to the data analysis result, it can be concluded that the model can be accepted. The conclusion of the research shows that improving brand resonance can be obtained by brand feeling which is gained from steadiness of purchase decision by brand salience and also the result of the research supports Keller's (1993) and Kim's research et., al. (2004) Key words: Brand salience, purchase decision, perceived quality, brand feeling, and brand resonance