http://digilib.unila.ac.id/go.php?id=laptunilapp-gdl-s2-2006-atwinkurni-481
Oleh: Atwin Kurniawaty
S2 - Magister Management
Dibuat: 2006-11-21 , dengan 1 file(s).
Keywords: Ekuitas merek, Radar Lampung
Subject: KONSUMEN
Call Number: 658.83 Kur a
ABSTRAK
Keberadaan media surat kabar saat ini memegang peranan yang sangat penting. Hampir seluruh peristiwa yang tcrjadi di tanah air tidak ada yang luput dari liputan pemberitaan. Pertumbuhan pasar surat kabar harian daerah di lampung berkembang dengan pesat, hal ini ditandai dengan ekspansi Jawa Post yang menerbitkan SKH. Radar Lampung.
Surat Kabar harian Radar Lampung sebagai pendatang yang berhasil memimpin pasar, memilik'j kinerja yang terus membaik dan mampu meningkatkan pangsa pasarnya. Fenomena tersebut membuat pihak manajemen terus berusaha mempertahankan posisinya di tengah persaingan yang kompetitif. Salah satu hal penting yang perlu dikelola terus menerus adalah merek. Hal tersebut mendorong peneliti untuk mengetahui kekuatan elemen ekuitas merek SKH. Radar Lampung sebagai pemimpin pasar.
Penelitian ini bertujuan untuk mengetahui (1) pandangan pelanggan terhadap ekuitas merek SKH. Radar Lampung (2) mengetahui hubungan Ekuitas merek SKH. Radar Lampung kategori ukuran kesadaran merek, asosiasi merek, kesan kualitas merek dan loyalitas merek dengan status sosial ekonomi pelanggan kategori pekerjaan, pendidikan dan penghasilan. Metode penelitian yang digunakan adalah dengan metode survey menggunakan kuesioner, jumlah sampel yang diambil sebesar 392 responden. Sebagai pelanggan SKH. Radar Lampung dengan tnetode cluster random sampling. Untuk menjawab tujuan dan hipotesis penelitian digunakan korelasi Rangk Spearman.
Hasil penelitian menunjukkan. pengukuran kesadaran merek menempati peringkat pertama, pandangan pelanggan terhadap asosiasi dan kesan kualitas memberikan hasil yang cukup baik. Untuk kategori loyalitas merek pelanggan SKH. Radar Lampung masih loyal hal ini ditunjukkan dengan adanya bentuk piramid terbalik.
Translation:
Abstract
Todays, newspaper has important role. Almost all happen ini our motherland not miss from news cover. Market growth of local daily newspaper in lampung highly fast, it's sign with Jawa Post expansion to getting out Radar Lampung daily news.
Radar Lampung daily news as a cover who success become market leader, has a better performance and car develop its market share, that fenomena make management trying to keep position in the middle of competitive competition the important thing to continuously maintenance is a brand. That's pushing the researcher to know the power of brand equity element Radar Lampung Daily News a market leader.
This research has a porpuse to know (1) Customer vision to brand equity Radar Lampung Daily News (2) To know relationship between brand equity Radar Lampung Daily News in category as a brand awareness size, brand association, brand quality image and brand loyality with social economics customer status in category job, education and income. Research method that useful is survey method with questionnaire, 392 respondent as a sample as Radar Lampung Daily News customer with cluster random sampling method. To answer purpose research hypotesis use rank spearman correlation.
Based on the result of research shows that brand awareness in the first plase, customer vision to association and quality image give a good result. To brand loyality category Radar Lampung Daily News still loyality that shows with capsize pyramid. Commited buyer at the top with the larger number and switcher buyer at the bottom.
For a hypothesis that has been set before that there is relationship between brand equity with category brand awareness, association, quality image and brand
loyality with social economic status in category job, education and income there are an accepted and denied hypothesis. Based on rank spearman correlation analysis for relationship between job and brand equity get the result too failed probability 0,000 and correlation coefisient 0,223 ( positive perfect correlation), for relationship between brand equity and education get result two tailed probability 0,000 and correlation coefisient -0,309 ( negative perfect correlation) and for relationship between brand equity with income the two tailed probability result 0,627, this is bigger than alpha (0,01) that's sign there's no correlation.
Hubungi kami:
DL Name: Lampung University Library
PublisherID: LAPTUNILAPP
Organization: Lampung University
Contact: Perpustakaan Universitas Lampung
Address: Jl.Prof. Dr. Soemantri Brojonegoro No. 1
City: Bandar Lampung
Region: Lampung
Country: Indonesia
Phone: 62-721-706352
Fax: 62-721-706351
Admin Email: dedi[at]unila.ac.id
CKO Email: library[at]unila.ac.id
