ABSTRAK
Banyaknya kegiatan komunikasi merek yang dilakukan oleh produsen mobil low cost green car (LCGC) dan hatchback dalam membangun persepsi terhadap merek terbaik. Persaingan yang kompetitif saat ini membuat para pengelola merek mobil melakukan berbagai upaya komunikasi untuk menjadi merek yang memiliki value lebih di mata konsumen sehingga menjadi merek terbaik bagi konsumen. Penelitian ini bertujuan untuk mengetahui peran brand awareness, perceived quality, word of mouth, brand usage, brand performance, communication innovation, service innovation, dan green awareness dalam membangun persepsi terhadap merek produk mobil terbaik di Surakarta. Penelitian ini mengembangkan model kekuatan merek David Aaker (1992) yang melibatkan faktor brand awareness, brand association, perceived quality dan brand loyalty dalam membangun persepsi terhadap merek terbaik. Peneliti menambahkan variabel lain sesuai dengan fenomena yang berkembang saat ini, yaitu aspek Green Awareness dan Innovation (Service dan Communication Innovation). Penelitian ini dilakukan di kota Surakarta dengan jumlah responden sebanyak 180 orang. Sampling dilakukan secara bertahap dengan menggunakan cluster sampling untuk keterwakilan seluruh area di Surakarta dan sekitarnya, setelahnya diturunkan pada pemilihan di tingkat RW, RT, UTK (Unit Tempat Kediaman) dan akhirnya individu dalam UTK. Metode analisis data menggunakan Structural Equation Modelling (SEM) yang landasan teorinya dikembangkan oleh Joreskog dan Sorbom.
Hasil penelitian menunjukkan bahwa model kekuatan merek untuk kategori mobil LCGC fit dengan nilai RMSEA 0,000 dan P-Value 0,99998 sedangkan untuk mobil Hatchback fit dengan nilai RMSEA 0,000 dan P-Value 0,99773. Artinya, model ini dapat menjelaskan tentang pengaruh secara simultan faktor-faktor brand awareness, perceived quality, brand usage, brand performance, communication innovation, service innovation dan green awareness. Untuk mobil low cost green car (LCGC) faktor Innovation (1,01), WoM (0,97), Awareness (0,95) dan Green (0,93) memiliki kontribusi paling tinggi atau pengaruh paling besar dalam membangun persepsi terhadap merek terbaik, faktor lain seperti Perceived Quality, Brand Usage, dan Brand Performance tidak terlalu berperan dalam membangun persepsi terhadap merek terbaik, sedangkan untuk mobil Hatchback faktor Green (1,03), Usage (1,01) dan Innovation (0,99) memberikan kontribusi paling tinggi dalam membangun persepsi terhadap merek terbaik mobil Hatchback.
Kata kunci: Brand Awareness, Perceived Quality, Brand Usage, Brand Performance, Innovation Awareness, Green Awareness, Brand Equity.
Abstract
The number of brand communication activities carried out by car manufacturers low cost green car (LCGC) and hatchback in building the best brand perception. Competition today's competitive automobile brands make managers perform a variety of communications efforts to become a brand that has value in the eyes of consumers to be the best brand for consumers. This study aims to determine the role of brand awareness, perceived quality, word of mouth, brand usage, brand performance, communication innovation, service innovation, and green awareness in building brand perception products best car in Surakarta. This study develops a model of brand strength David Aaker (1992), which involve factors brand awareness, brand association, perceived quality and brand loyalty in building the best brand perception. The researcher adds another variable in accordance with the growing phenomenon today, that aspect of Green Awareness and Innovation (Service and Communication Innovation). This research was conducted in Surakarta with the number of respondents as many as 180 people. Sampling is done in stages by using cluster sampling for the representation of all areas in Surakarta and surrounding areas, thereafter lowered at the election in RW level, RT, UTK (Unit Abode) and finally individuals in UTK. Methods of data analysis using Structural Equation Modelling (SEM) whose theoretical basis is developed by Joreskog and Sorbom.
The results showed that the model of brand strength for the car category LCGC fit with RMSEA value of 0.000 and P-Value 0.99998 while the hatchback car fit with RMSEA value of 0.000 and P-Value 0.99773. That is, this model can explain the simultaneous influence of factors of brand awareness, perceived quality, brand usage, brand performance, communication innovation, service innovation and green awareness. For low cost car green car (LCGC) Innovation factor (1.01), WOM (0.97), Awareness (0.95) and Green (0.93) has the highest contribution or the most impact in building brand perception best, other factors such as Perceived Quality, Brand Usage and Brand Performance is not too play a role in building the best brand perception, whereas for car Hatchback Green factor (1.03), Usage (1.01) and Innovation (0.99) gives the highest contribution in building the best brand perception hatchback car.
Key Words: Brand Awareness, Perceived Quality, Brand Usage, Brand Performance, Innovation Awareness, Green Awareness, Brand Equity.
