PENGARUH CORPORATE BRANDING TERHADAP BRAND EQUITY (Studi pada Pelanggan Indihome di Indonesia)

• Main Author: Ulfia Wahdatul Nurfuadah, - (Author)
• Format: Book
• Published: 2022-06-15.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/82080/1/S_MBS_1700803_Title.pdf; http://repository.upi.edu/82080/2/S_MBS_1700803_Chapter%201.pdf; http://repository.upi.edu/82080/3/S_MBS_1700803_Chapter%202.pdf; http://repository.upi.edu/82080/4/S_MBS_1700803_Chapter%203.pdf; http://repository.upi.edu/82080/5/S_MBS_1700803_Chapter%204.pdf; http://repository.upi.edu/82080/6/S_MBS_1700803_Chapter%205.pdf; http://repository.upi.edu/82080/8/S_MBS_1700803_Appendix.pdf
• Keywords: HD28 Management. Industrial Management; L Education (General)

Perkembangan industri telekomunikasi di Indonesia saat ini bertumbuh pesat sehingga banyak perusahaan mengalami persaingan begitu ketat salah satunya Indihome. Meningkatnya jumlah pesaing mengharuskan perusahaan untuk memperkuat strategi pemasaran dalam menciptakan ekuitas merek. Corporate branding sebagai salah satu strategi yang dapat memberikan kontribusi untuk membangun kesadaran merek yang kuat dalam benak pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh dan gambaran corporate branding terhadap brand equity pada pelanggan Indihome di Indonesia. Jenis penelitian yang digunakan adalah deskriptif dan verfikatif dengan pendekatan kuantitatif. Variabel terikat dalam penelitian ini adalah brand equity (Y) dan corporate branding (X) sebagai variable bebas. Pengambilan sampel dalam penelitian ini menggunakan metode cluster random sampling dengan menggunakan teknik probability sampling terhadap 200 responden yang merupakan pelanggan Indihome yang tersebar di seluruh Indonesia. Data diperolah secara statistik dengan metode Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS versi 21.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran corporate branding dan brand equity berada pada kategori baik. Corporate branding berpengaruh positif dan signifikan terhadap brand equity. Dimensi corporate image dalam corporate branding memberi kontribusi yang paling besar dalam membentuk brand equity. Kata kunci : Corporate Branding; Brand Equity The development of the telecommunications industry in Indonesia is currently growing rapidly so that many companies are experiencing intense competition with Indihome. The increasing number of competitors requires companies to strengthen marketing strategies in creating brand equity. Corporate branding is a strategy that can contribute to building strong brand awareness in the minds of customers. This study aims to determine the effect and description of corporate branding on brand equity in Indihome customers in Indonesia. The type of research used is descriptive and verification with a quantitative approach. The variables in this study are brand equity (Y) and corporate branding (X) as independent variables. Sampling in this study used a cluster random sampling method using a probability sampling technique to 200 respondents who were Indihome customers spread throughout Indonesia. The data was processed statistically by using the Structural Equation Modeling (SEM) method with IBM SPSS AMOS version 21.0 for Windows program. The findings of this study indicate that the description of corporate branding and brand equity is in the good category. Corporate branding has a positive and significant effect on brand equity. The corporate image dimension in corporate branding gives the biggest contribution in shaping brand equity. Keyword: Corporate Branding; Brand Equity