Ramadhani, Mirza and Dr. Fitria Dina Riana, and Dr. Ir. Agustina Shinta Hw., (2022) Pengaruh Karakteristik Merek Terhadap Persepsi, Evaluasi, Dan Advokasi Wom Pada Pelanggan Produk Oleh-Oleh Makanan Kekinian Khas Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Beberapa tahun terakhir, wisata kuliner pada destinasi wisata menjadi trend bagi wisatawan global. Perkembangan pariwisata ini juga mampu memberikan pergeseran motivasi dari wisata menjadi wisata belanja. Trend wisata belanja juga diketahui dengan adanya beragam pusat oleh-oleh makanan yang ada pada suatu destinasi wisata. Namun, diketahui saat ini cukup banyak persaingan pusat oleh-oleh makanan. Dalam lingkungan yang kompetitif ini, menggagas dan mempertahankan merek menjadi sangat penting (Han et al., 2015). Namun, preferensi merek sangat dinamis sehingga perusahaan harus mampu memahami preferensi merek yang diinginkan pelanggannya. Dalam bisnis makanan, presepsi pelanggan atas merek, menjadi hal utama bagi pertimbangan manajer dalam meningkatkan kepuasan dan berkunjung kembali, atau bahkan melalui pemasaran word of mouth (Teng & Chang, 2013). Penelitian ini melihat dari pusat oleh-oleh dengan latar belakang kekinian, sehingga mampu memberikan perspektif baru tentang merek. Dengan mengetahui jalur pengembangan merek, presepsi pelanggan dan faktor word of mouth pada pusat oleh-oleh selebriti dapat diketahui. Penelitian ini bertujuan untuk mengidentifikasi hubungan antara Brand Personality terhadap word of mouth berdasar kerangka analisis yang dibuat, menganalisis pengaruh brand personality, perceived coolness, perceived quality terhadap brand experience, dan pengaruh brand experience terhadap brand satisfaction, brand loyalty, terhadap word of mouth. Adapun penelitian ini menggunakan pendekatan statistik deskriptif dan kuantitatif. Pemilihan lokasi penelitian dilakukan secara purposive, dengan letak pusat oleh-oleh di Kota Malang. Adapun pertimbangannya adalah Kota Malang merupakan destinasi terfavorit. Kota Malang juga dipilih karena banyaknya wisata yang tersedia. Penelitian ini dilakukan pada bulan Juni 2022. Metode penentuan narasumber yang digunakan dalam penelitian ini adalah dengan teknik non probability sampling dengan metode purposive sampling. Jumlah responden mengikuti rule of thumb dengan panah menuju konstruk adalah 10 sehingga dibutuhkan minimal 100 responden dengan nilai signifikansi sebesar 10% dan minimum R2 sebesar 0.10. Sedangkan metode analisis data yang digunakan dalam penelitian ini adalah analisis model persamaan struktural (SEM) dengan menggunakan software WarpPLS 7.0. Hasil penelitian menunjukkan bahwa penelitian ini membuktikan bahwa : pertama, penelitian ini membuktikan bahwa terdapat hubungan antara variabel brand personality terhadap word of mouth melalui perceived coolness, perceived quality, brand experience, brand satisfaction, brand loyalty. Kedua, brand personality, perceived coolness, berpengaruh terhadap brand experience, namun terkecuali pada hubungan antara perceived quality menuju brand experience. Dalam hal ini menunjukkan bahwa perceived quality perlu ditingkatkan agar meningkatkan brand experience. Faktor yang berhubungan dengan pengalaman pelanggan (brand experience) akan menjadi tolak ukur dari penilaian akan merek. Ketiga, brand experience, brand satisfaction, dan brand loyalty, dan brand personality berpengaruh terhadap word of mouth. Namun, pengaruh brand satisfaction terhadap word of mouth tidak signifikan. Hal ini menunjukkan bahwa kepuasan konsumen belum membawa pada arah word of mouth. Keempat, brand personality sebagai strategi pemasaran, merupakan hal yang penting yang harus ada dalam perusahaan. Brand personality dapat dikemas melalui strategi pemasaran melalui periklanan. Salah satu hal yang penting, salah satunya adalah celebrity endorser Adapun saran yang dapat diberikan adalah bagi pengusaha maupun manajer untuk untuk tetap memerhatikan karakteristik merek sebagai hal yang utama untuk meningkatkan persepsi pelanggan dan mendapatkan keunggulan kompetitif serta menciptakan inovasi unik, serta memerhatikan tingkat gengsi merek apabila merupakan karakteristik dari Malang Strudel. Selain itu, penting untuk memahami identifikasi hubungan antara pelanggan hingga WOM, dan tidak hanya terfokus pada karakteristik saja namun juga terhadap psikologi dan perilaku pelanggan. Terkait dengan hasil penelitian ini, salah satu yang dapat dilakukan pula adalah selalu berusaha meningkatkan layanan merek dibanding pesaing dan berusaha menggencarkan produk komplemen (UMKM) yang ada pada outlet, dikarenakan perceived quality (persepsi merek) dan brand satisfaction (kepuasan merek) merupakan aspek penting yang nantinya akan berpengaruh terhadap aktivitas niat word of mouth. Berdasar perspektif pelanggan, perusahaan harus memberikan pelayanan yang berkualitas agar dapat bersaing. Bagi peneliti, untuk penelitian selanjutnya adalah dapat meneliti lebih spesifik untuk mengeksplor terkait dengan hubungan variabel-variabel laten yakni brand personality, perceived coolness, perceived quality, brand experience, brand satisfaction, brand loyalty, dan word of mouth yang masih bisa didapatkan hubungan secara langsung diluar kerangka penelitian ini
English Abstract
In recent years, culinary tourism in tourist destinations has become a trend for global tourists. The development of tourism is also able to provide a shift in motivation from tourism to shopping tourism. The trend of shopping tourism is also known by the existence of various food souvenir centers in a tourist destination. However, it is known today that there is quite a lot of competition for food souvenir centers. In this competitive environment, initiating and maintaining a brand becomes critical(Han et al., 2015). However, brand preferences are so dynamic that companies must be able to understand the brand preferences that their customers want. In the food business, customer perception of the brand, becomes the main thing for managers to consider in increasing satisfaction and visiting again, or even through Word of Mouth marketing (Teng & Chang, 2013). This research looks at the souvenir center with a contemporary background, so that it is able to provide a new perspective on the brand. By knowing the path of brand development, customer perception and the Word of Mouth factor at the celebrity souvenir center can be known. This study aims to identify the relationship between brand personality and Word of Mouth based on the analysis framework created, analyze the influence of brand personality, perceived coolness, perceived quality on brand experience, and the influence of brand experience on brand satisfaction, brand loyalty, on word of mouth. This research uses descriptive and quantitative statistical approaches. The selection of the research location was carried out purposively, with the location of the souvenir center in Malang City. The consideration is that Malang City is the most favorite destination. Malang city was also chosen because of the many tours available. The study was conducted in June 2022. The method of determining the sources used in this study was by non-probability sampling technique with purposive sampling method. The number of respondents following the rule of thumb with an arrow to the construct is 10 so a minimum of 100 respondents with a significance value of 10% and a minimum of R2 of 0.10 are needed. Meanwhile, the data analysis method used in this study is the analysis of structural equation models (SEM) using WarpPLS 7.0 software. The results showed that this study proves that: first, this study proves that there is a relationship between the variables of brand personality to the word of mouth through perceived coolness, perceived quality, brand experience, brand satisfaction, brand loyalty. Second, brand personality, perceived coolness, affects the brand experience, but except for the relationship between perceived quality and brand experience. In this case, it shows that perceived quality needs to be improved in order to improve the brand experience. Factors related to customer experience (brand experience) will be the benchmark of the assessment of the brand. Third, brand experience, brand satisfaction, and brand loyalty, and brand personality affect the word of mouth. However, the influence of brand satisfaction on the word of mouth is not significant. This shows that consumer satisfaction has not led to the direction of the word of mouth. Fourth, brand personality as a marketing strategy, is an important thing that must exist in the company. Brand personality can be packaged through marketing strategies through advertising. One of the important things, one of which is celebrity endorsers. The advice that can be given is for entrepreneurs and managers to continue to pay attention to brand characteristics as the main thing to improve customer perception and gain competitive advantages and create unique innovations, as well as pay attention to the level of brand prestige if it is a characteristic of Malang Strudel. In addition, it is important to understand the identification of the relationship between customers to WOM, and not only focus on characteristics but also on customer psychology and behavior. Related to the results of this study, one of the things that can also be done is to always try to improve brand services compared to competitors and try to intensify complementary products (MSMEs) at outlets, because perceived quality (brand perception) and brand satisfaction (brand satisfaction) are important aspects that will later affect the activity of word of mouth intentions. Based on the customer's perspective, companies must provide quality services in order to compete. For researchers, the next research is to be able to examine more specifically to explore related to the relationship of latent variables, namely brand personality, perceived coolness, perceived quality, brand experience, brand satisfaction, brand loyalty, and word of mouth which can still be obtained directly outside the framework of this study
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422040034 |
| Subjects: | 600 Technology (Applied sciences) > 630 Agriculture and related technologies |
| Divisions: | S2/S3 > Magister Bioteknologi Agroindustri, Fakultas Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 02 Jan 2023 06:53 |
| Last Modified: | 02 Jan 2023 06:53 |
| URI: | http://repository.ub.ac.id/id/eprint/196494 |
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