Langga, Anderias Siwa Wunu (2019) Pengaruh Distribusi Intensif Dan Promosi Penjualan Terhadap Citra Perusahaan, Ekuitas Merek Berbasis Konsumen, Niat Pembelian Kembali Dan Word Of Mouth (Studi Pada Konsumen Mobil Suzuki Pt. Surya Batara Mahkota Wilayah Nusa Tenggara Timur Tahun 2016). Doktor thesis, Universitas Brawijaya.
Abstract
Perusahaan industri otomotif Indonesia menghadapi persaingan yang begitu ketat sehingga mendorong pihak Agen Tunggal Pemegang Merek berupaya mempertahankan konsumennya, memperluas pangsa pasar dengan menambah jaringan diler/bengkel serta quality service. Upaya-upaya tersebut di atas dilakukan dengan berbagai cara yaitu mendukung penjualan mobil agar didistibusikan secara intensif dan menyajikan promosi penjualan lebih menarik dengan tujuan agar dapat meningkatkan citra perusahaan, ekuiatas merek berbasis konsumen dan niat pembelian kembali yang pada gilirannya akan meningkatkan word of mouth (WOM) konsumen kepada orang lain. Teknik sampel secara multi stage sampling. Populasinya 1.782 konsumen mobil Suzuki pada 14 kabupaten/kota di NTT. Kabupaten/kota sampel adalah Kupang, Timor Tengah Selatan, Belu, dan Ende, jumlah konsumen 1.402 orang. Sampel sebanyak 114 orang ditentukan melalui rumus Slovin dengan tingkat presisi 9%. Teknik sampel di tiap kabupaten yaitu sampel area proporsional dan responden diambil secara accidental. Jenis penelitian ini eksplanatory. Instrumen utama pengumpulan data primer adalah kuisioner. Analisis data menggunakan statistik deskriptif dan Generalized Structured Component Analysis (GSCA). Hasil penelitian menunjukkan bahwa Distribusi intensif berpengaruh signifikan dan positif terhadap citra perusahaan, ekuitas merek berbasis konsumen, dan niat pembelian kembali. Promosi penjualan berpengaruh signifikan dan positif terhadap citra perusahaan dan WOM, namun berpengaruh tidak signifikan terhadap ekuitas merek berbasis konsumen. Citra perusahaan berpengaruh signifikan dan positif terhadap ekuitas merek berbasisi konsumen. Ekuitas merek berbasis konsumen berpengaruh signifikan dan positif terhadap niat pembelian kembali dan WOM. Niat pembelian kembali berpengaruh tidak signifikan terhadap WOM. Kebaruan studi ini menghasilkan tiga hubungan baru yaitu hubungan distribusi intensif dengan niat pembelian kembali, promosi penjualan dengan WOM, dan ekuitas merek berbasis konsumen dengan WOM. Penelitian masa depan, disarankan menambah variabel lain yang belum masuk dalam model penelitian ini agar hasilnya lebih komprehensif. Mengambil sampel lain, misalnya konsumen pemilik mobil Suzuki tujuan usaha bisnis, studi dilakukan di perusahaan lain dan studi komparatif antara beberapa perusahaan industri.
English Abstract
The Indonesian automotive industry companies face such intense competition that they encourage the Brand Holder Sole Agents to try to retain their consumers, expand their market share by adding a dealer/workshop network and quality service. These efforts are carried out in various ways, namely to support car sales so that they are intensively distributed and present more attractive sales promotions with the aim of increasing corporate image, consumer-based brand equity and repurchase intention which in turn will increase word of mouth consumers to others. The sample technique is multi stage sampling. Its population is 1,782 consumers Suzuki cars in 14 districts/cities in NTT. The sample districts/cities are Kupang, Timor Tengah Selatan, Belu, and Ende, the number of consumers is 1,402 people. A sample of 114 people was determined through Slovin formula with a precision level of 9%. The sample technique in each district is the proportional area sample and the respondents are taken accidentally. This type of research is explanatory. The main instrument for primary data collection is a questionnaire. Data analysis used descriptive statistics and Generalized Structured Component Analysis (GSCA). The results showed that intensive distribution had a positive and significant influence on the corporate image, consumer-based brand equity, and repurchase intention. Sales promotion has a positive and significant influence on corporate image and word of mouth (WOM), but it has no significant influence on consumer-based brand equity. The corporate image has a positive and significant influence on consumer-based brand equity. Consumer-based brand equity has a positive and significant influence on repurchase intention and WOM. The repurchase intention has no significant influence on WOM. The novelty of this study resulted in three new relationships, namely intensive distribution relations with repurchase intentions, sales promotions with WOM, and consumer-based brand equity with WOM. Future research, it is recommended to add other variables that have not been included in this research model so that the results are more comprehensive. Taking other samples, for example consumers of Suzuki car owners, aim for business ventures, studies are carried out in other companies and comparative studies between several industrial companies.
Other obstract
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| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | DIS/658.8/LAN/p/2019/061905789 |
| Uncontrolled Keywords: | Distribusi intensif, Promosi penjualan, Citra perusahaan, Ekuitas merek berbasis konsumen, Niat pembelian kembali, Word of mouth,-Intensive distribution, Sales promotion, Corporate image, Consumer based brand equity, Repurchase intention, Word of mouth. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Doktor Ilmu Administrasi, Fakultas Ilmu Administrasi |
| Depositing User: | Endang Susworini |
| Date Deposited: | 13 May 2022 04:35 |
| Last Modified: | 13 May 2022 04:35 |
| URI: | http://repository.ub.ac.id/id/eprint/190439 |
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