Analisis Ekuitas Merek pada Perusahaan Online
DOI:
https://doi.org/10.24090/mabsya.v1i1.3151Keywords:
Brand Equity, Brand Awareness, Brand Association, Brand Value, Brand Trust, Social MediaAbstract
This study is an empirical study, entitled "Ekuitas Merek pada Perusahaan Online". The purpose of this study was to analyze the measurement model of brand equity in a online company, that if the traditional measurement model that has been used in the offline company applied to the online company.Subjects in this study were users of social networking site Facebook. The object of this study is brand awareness, brand value, brand trust, brand loyalty, and brand equity. Based on the results of research and data analysis with Structural Equation Modeling (SEM) showed that: (1) The level of consumer awareness no positive effect on brand equity from online business brand, (2) The value of the brand is not a positive influence on brand equity from online business brand, (3) Levels consumer trust is not a positive influence on brand equity from online business brand, (4) Positive impact of consumer loyalty to the brand equity of the business brand online, (5) Brand awareness has a positive effect on the value of the brand online business associations, (6) Brand awareness have a positive effect on the association of brand trust in online businesses, (7) The perceived value is not affected positively the trust level of brand in online business; (8) Trust has a positive effect on the level of brand loyalty in business online, and (9) The perceived value has a positive effect on the level of brand loyalty in business online.The implications of the above conclusion that in order to achieve the highest power of a brand, brand equity is measured in the form of an online business, an effort that can be done is to consider each of the dimensions of brand equity, including brand awareness, brand association (in the form of brand value and brand trust), and brand loyalty.References
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Durianto, Darmadi, Sugiarto, dan Tony Sitinjak. 2001. Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. PT Gramedia Pustaka Utama. Jakarta.
Ghozali, Imam. 2008. Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 16.0. Badan Penerbit Universitas Diponegoro. Semarang.
Haryadi, Arham. 2010. Trend dan Ide Sosial Teknologi 2011. (http://road-entrepreneur.com/trend-dan-ide-sosial-teknologi-2011/) diakses pada 29 Juni 2011.
Interbrand. 2007. The Brand Glossary. Palgrave Macmillan. New York.
Internet World Stats. 2010. Australia - Internet Usage Stats and Telecommunications Market Report. (http://www.internetworldstats.com/ sp/au2.htm) diakses pada 30 Juni 2011.
Keller, Kevin. 2010. 10 Pertanyaan Paling Umum Soal Bran Equity – Apa Itu Merek? Kenapa Merek itu Penting? (1). Majalah Marketing. 01/X/ JANUARI 2010.
Li et al. 2008. Brand Trust as a Second-Order Factor: An Alternative Measurement Model. International Journal of Market Research. Vol. 50 Issue 6.
Oetomo, Budi Sutedjo Dharma, dkk. 2007. Pengantar Teknologi Informasi Internet, Konsep dan Aplikasi. Penerbit Andi. Yogyakarta.
Rios, Rosa E. dan Riquelme, Hernan E. 2008. Brand Equity for Online Companies. Marketing Intelligence & Planning. Vol.26 No.7, pp.719-742.
Social Bakers. 2011. Facebook Statistics by Country. (http://www.socialbakers. com/facebook-statistics/?interval=last-2-weeks#chart-intervals) diakses 2 Februari 2011.
The Marketeers. 2011. Editor’s Note Majalah Marketeers Edisi Juni 2011: E-Commerce di Indonesia – Siapa Cepat, Siapa Telat?. (http://the-marketeers.com/archives/editors-note-majalah-marketeers-edisi-juni-2011-e-commerce-di-indonesia-siapa-cepat-siapa-telat.html) diakses 27 Juni 2011.
Wijaya, Tony. 2009. Analisis Structural Equation Modeling Menggunakan AMOS. Universitas Atma Jaya Yogyakarta. Yogyakarta.
Wikipedia. 2011a. Gelembung Dot-Com. (http://id.wikipedia.org/wiki/ Gelembung_dot-com) diakses 17 Januari 2011.
________. 2011b. Web 2.0. (http://id.wikipedia.org/wiki/Web_2.0) diakses 27 Januari 2011.
________. 2011c. Web 2.0. (http://en.wikipedia.org/wiki/Web_2.0) diakses 27 Januari 2011.
_______. 2011d. Viral Marketing. (http://id.wikipedia.org/wiki/Viral_marketing) diakses tanggal 4 Maret 2011.
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Published
2019-06-28
How to Cite
Raharja, M. C. (2019). Analisis Ekuitas Merek pada Perusahaan Online. Mabsya: Jurnal Manajemen Bisnis Syariah, 1(1), 55–78. https://doi.org/10.24090/mabsya.v1i1.3151
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