PENGARUH PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP EKUITAS MEREK SMARTPHONE SAMSUNG

Abstract

Penelitian ini bertujuan untuk menguji (1) pengaruh simultan persepsi kualitas dan loyalitas merek terhadap ekuitas merek, (2) pengaruh parsial persepsi kualitas terhadap ekuitas merek, dan (3) pengaruh parsial loyalitas merek terhadap ekuitas merek smartphone Samsung. Desain penelitian eksplanatori dan menggunakan metode kuantitatif. Subjek penelitian ini adalah mahasiswa jurusan Manajemen angkatan tahun 2015 yang pernah atau sedang menggunakan produk smartphone Samsung dan objek dalam penelitian ini adalah smartphone merek Samsung. Dari perhitungan yang dialkukan dengan menggunakan rumus slovin maka banyaknya responden yang digunakan dalam penelitian ini yaitu sebanyak 129 responden. Data dikumpulkan dengan menggunakan instrument berupa kuesioner yang memiliki total 11 pernyataan, kemudian data yang diperoleh dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa (1) persepsi kualitas dan loyalitas merek berpengaruh signifikan terhadap ekuitas merek, (2) persepsi kualitas berpengaruh positif dan signifikan terhadap ekuitas merek, dan (3) loyalitas merek berpengaruh positif dan signifikan terhadap ekuitas merek smartphone Samsung.
Kata Kunci : ekuitas merek, loyalitas merek, persepsi kualitas

The research is aimed at examining (1) the partial effect of perceived quality on brand equity (2) partial effect of brand loyalty on brand equity and, (3) simultaneous effect of perceived quality and brand loyalty on brand equity. Explanatory research design and quantitative method were applied in conducting this research. The subject of this study was college students in Undiksha from Management Department year 2015, who had ever used or who are currently using Samsung as smartphone. Smartphones from Samsung as the brand were becoming the object of this study. From the calculation done using Slovin Formula, the number of respondents for this research is 129. Questionnaire was the instrument used for this research. The questionnaire consisted of 11 statements, and the obtained data was analyzed using multiple regression analysis. The results of this study showed that (1) there was significant and positive partial effect of perceived quality on brand equity, (2) there was significant and positive partial effect of perceived brand loyalty and brand equity and, (3) there was significant and positive simultaneous effect of perceived quality and brand loyalty on brand equity of Samsung smartphones.
keyword : brand equity, brand loyalty, perceived quality