Carlos, Rio (2018) Hubungan Dimensi Brand Equity dengan Customer Satisfaction, dan Customer Loyalty Pupuk Phonska di Kelurahan Temas, Kecamatan Batu, Kota Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Persaingan industri yang semakin ketat membuat perusahaan berlomba lomba untuk terus mengembangkan produknya demi meningkatkan kualitas termasuk industri pertanian. Kualitas produk yang baik diharapkan mampu menimbulkan kepuasan bagi konsumen serta menimbulkan adanya loyalitas merek dalam diri konsumen. Kebutuhan pupuk untuk beberapa sektor pertanian saat ini sebagian besar dipenuhi oleh industri pupuk anorganik.., dalam beberapa tahun terakhir salah satu konsep yang paling popular dan paling potensial dalam hal konsep pemasaran adalah ekuitas merek (brand equity). Tujuan Penelitian ini antara lain: (1) mengetahui hubungan dimensi ekuitas merek (brand equity) dengan kepuasan (customer satisfaction), (2) mengetahui hubungan dimensi ekuitas merek (brand equity) dengan loyalitas (customer loyalty), (3) mengetahui hubungan kepuasan (customer satisfaction) dengan loyalitas (customer loyalty), serta (4) mengetahui hubungan dimensi ekuitas merek (brand equity) terhadap customer loyalty melalui customer satisfaction sebagai mediasi pada produk pupuk Phonska di lingkup petani hortikultura Kelurahan Temas, Kota Batu. Penelitian ini dilakukan di daerah Kelurahan Temas, Kecamatan Batu, Kota Batu pada bulan Januari-Februari 2018, responden dari penelitian ini adalah petani hortikultura yang pernah atau sedang menggunakkan pupuk Phonska dalam waktu satu tahun terakhir yang berada di Kelurahan Temas. Penentuan jumlah sampel yang akan diambil pada penelitian ini menggunakan rumus Slovin sebesar 32 responden. Data dianalisis menggunakan metode SEM-PLS dengan software SmartPLS versi 3.0. Rio Carlos. 145040100111033. Hubungan Dimensi Brand Equity dengan Customer Satisfaction, dan Customer Loyalty Pupuk Phonska di Kelurahan Temas, Kecamatan Batu, Kota Batu. Dibawah Bimbingan Dr.Ir. Agustina Shinta Hw, Mp. Hasil dari penelitian ini dapat diketahui bahwa pada model hubungan dimensi ekuitas merek (brand equity) dengan kepuasan (customer satisfaction) didapat hasil variabel brand awareness tidak memiliki hubungan dengan customer satisfaction, sedangkan variabel brand association dan perceived quality memiliki hubungan yang positif yang signifikan dengan customer satisfaction. Pada model hubungan dimensi ekuitas merek (brand equity) dengan loyalitas (customer loyalty) didapat hasil variabel brand awareness dan brand association tidak memiliki hubungan dengan customer loyalty, sedangkan variabel perceived quality memiliki hubungan positif yang signifikan dengan customer loyalty. Pada model hubungan kepuasan (customer satisfaction) dengan loyalitas (customer loyalty) tidak terdapat hubungan diantara kedua variabel. Pada dimensi ekuitas merek (brand equity) terhadap customer loyalty melalui customer satisfaction sebagai mediasi didapat hasil variabel brand awareness, brand association, serta perceived quality tidak memiliki hubungan dengan customer loyalty melalui mediasi kepuasan, selain itu pada model ini terjadi inkonsistensi mediator pada variabel brand association dan perceived quality sehingga dapat dikatakan kepuasan tidak mampu memediasi antara dimensi ekuitas merek dan juga loyalitas pelangganii Saran yang dapat penulis berikan atas hasil penelitian kepada pihak perusahaan terkait adalah melakukan promosi yang menonjolkan keunggulan pupuk Phonska dari segi atribut produknya seperti kandungan, volume, harga, kemudahan mendapatkan produk serta ketersedian produk serta fokus membangun citra yang positif terkait produk melalui kinerja, kemudahan pengaplikasian, serta kualitas produk pupuk Phonska.
English Abstract
The increasingly fierce industrial competition makes the company compete to continue to develop its products in order to improve the quality included agricultural industry. Quality of product is expected to cause consumer satisfaction dan is expected to lead to brand loyalty in customers. The needs for fertilizer for some agricultural sectors today is mostly met by chemical fertilizer industry. In recent years one of the most popular dan most potential concepts in terms of marketing concept was brand equity. The objectives of this research are: (1) to analyze the relationship of brand equity dimension with customer satisfaction, (2) to analyze the relationship of brand equity dimension with customer loyalty, dan (3) to analyze the relationship of customer satisfaction and customer loyalty, (4) to analyze the relationship of brand equity dimension with customer loyalty using customer satisfaction variable as mediation on Phonska fertilizer product in horticulture farmer Temas urban village, Batu city. This research was conducted in Temas village, Batu Sub-district, Batu City in January-February 2018, respondents from this research were horticultural farmers who had or were using Phonska fertilizer in the last one year in Temas Village. Determining the number of samples to be taken on this research using Slovin formula of 32 respondents. Data were analyzed using SEM-PLS method with SmartPLS version 3.0 software’s The result of this research can be seen that in the relationship model of brand equity dimension with customer satisfaction, the result of variable of brand awareness has no relation with customer satisfaction, while brand association and perceived quality variable has significant positive relationship with customer satisfaction. In the relationship model of brand equity dimension with customer loyalty, the result of variable of brand awareness and brand association has no relation with customer loyalty, while perceived quality variable has significant positive relation with customer loyalty. In relationship’s model of customer satisfaction with customer loyalty there is no relationship between the two variables. Lastly, in relationship’s model of brand equity’s dimension to customer loyalty through customer satisfaction as mediation, the result of variable of brand awareness, brand association, and perceived quality has no relation with customer loyalty through mediation of satisfaction. Suggestions that writers can provide on the results of research to related companies are promoting Phonska fertilizer superiority in terms of product attributes such as content, volume, price, ease of getting the product and the availability of products and focus on building a positive image related products through performance, ease of application, as well as the quality of Phonska fertilizer products.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/426/051808378 |
| Uncontrolled Keywords: | Brand Equity, Customer Satisfaction, Customer Loyalty, Pupuk Phonska |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 29 Nov 2018 03:46 |
| Last Modified: | 19 Oct 2021 22:29 |
| URI: | http://repository.ub.ac.id/id/eprint/161599 |
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