PENGARUH KREDIBILITAS MEREK DAN CITRA MEREK TERHADAP EKUITAS MEREK PRODUK “SAVER” PT CEMAKO LESTARI INDONESIA
Abstract
Abstrak: Kredibilitas merek digunakan oleh pemasar untuk menyampaikan pesan dari suatu merek. Saver sebagai merek minyak pelumas dan bahan kimia menggunakan nama mereka sebagai nilai untuk meningkatkan citra dan ekuitas merek mereka. Penggunaan kredibilitas merek dan citra merek ini diharapkan dapat meningkatkan ekuitas merek dari Saver bagi konsumen mereka. Ini sangat penting dalam industri B2B ini karena semua konsumen sangat unik.Responden dalam penelitian ini adalah 100 pria dan wanita yang merupakan konsumen produk Saver di Jawa Timur, Indonesia. Penelitian ini menggunakan pendekatan kuantitatif yang menguji beberapa hipotesis menggunakan analisis PLS SEM (Structural Equation Modeling). Hasil penelitian ini menunjukkan bahwa kredibilitas merek mempengaruhi ekuitas merek Saver secara signifikan dengan probabilitas sebesar 1,964, dan citra merek Saver sebesar 16,814. Citra merek juga mempengaruhi ekuitas merek Saver secara signifikan sebesar 6,06. Maka dari itu citra merek dari Saver juga akan membantu meningkatkan ekuitas.
Kata kunci: Ekuitas Merek, Kredibilitas Merek, Citra Merek, Pelumas dan Oli Kimia
Abstract: Brand credibility are used by marketers to convey messages from a brand. Saver as a lubricant and chemical oil brand uses their name as a value to increase their brand image and equity. The use of these brand credibliity and brand image is expected to increase brand equity from Saver for their consumers. It’s really important in this B2B industry because all consumer is very unique.Respondents in this study were 100 men and women who is a consumer of the Saver product in East Java, Indonesia. This study uses a quantitative approach that tests several hypotheses using SEM (Structural Equation Modeling) PLS analysis. The results of this study indicate that the brand credibility affect the Saver brand equity significantly with probability 1,964 and also affects 16,814 the establishment of Saver brand image. Brand image is affect as much 6,06 the equity of the Saver brand. Then brand image from Saver also help improve the equity.
Keywords: Brand Equity, Brand Credibility, Brand Image, Lubricant and Chemical Oil
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