“PENGARUH SUBDIMENSI CUSTOMER-BASED BRAND EQUITY (C.B.B.E) DAN KEPUASAN PELANGGAN TERHADAP EKUITAS MEREK”
TESIS Diajukan sebagai salah satu syarat untuk menyelesaikan Program Magister Manajemen Universitas Katolik Soegijapranata Semarang
Diajukan Oleh: Nama NIM
: Fiona Dewi : 12.90.0018
PROGRAM MAGISTER MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG 2014
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MOTTO DAN PERSEMBAHAN
MOTTO: “Life is a struggle, there is no life without a struggle” The formulas of a success are a hard work and never give up.” “Nothing is impossible. Anything can happen as long as we believe.” “Be blessed and be a blesssing to others”
PERSEMBAHAN Tesis ini penulis persembahkan kepada: 1. Tuhan Yesus Kristus akan kasih karunia dan anugerah-Nya 2. Almamater UNIKA Soegijapranata Semarang 3. Papa, Mama, Fensia, David yang selalu memberikan semangat dan doa
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KATA PENGANTAR
Pada kesempatan yang berbahagia ini, peneliti mengucapkan puji syukur kepada Tuhan Yesus Kristus atas segala kasih dan anugerah-Nya, peneliti akhirnya berhasil menyelesaikan tesis yang berjudul: “Pengaruh Subdimensi Customer-Based Brand Equity (C.B.B.E) Dan Kepuasan Pelanggan Terhadap Ekuitas Merek”.
Tesis ini diajukan untuk memenuhi sebagian persyaratan dalam menyelesaikan Program Magister Manajemen, Universitas Katolik Soegijapranata
Dalam menyelesaikan tesis ini tidak terlepas dari bimbingan dan dukungan beberapa pihak. Oleh karena itu, pada kesempatan ini dengan rasa hormat dan kerendahan hati peneliti ingin mengucapkan terima kasih kepada:
1. Bapak Drs. Sentot Suciarto A,MP., Ph.D dan Ibu Dra. Retno Yustini W., M selaku dosen pembimbing yang luar biasa telah meluangkan waktu untuk membimbing, mendidik, memberikan ide dan nasehat serta semangat pada peneliti dalam menyelesaikan tesis ini. 2. Ibu Dr. Elizabeth Lucky Maretha, Msi dan Ibu Posmaria Sitohang, SE., M.Si selaku dosen penguji yang telah memberikan banyak masukan dan semangat selama menyelesaikan tesis ini. 3. Seluruh dosen dan staff pengajar Fakultas Ekonomi dan Bisnis Universitas Katolik Soegijapranata Semarang yang telah mendidik serta membimbing selama masa perkuliahan di Program Magister Manajemen.
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4. Keluargaku tercinta (Papa, Mama, Dede dan saudara-saudara yang terkasih) yang selalu mendukung, memberikan semangat dan mendoakan saya setiap waktu. I Love U all, Thank you. 5. David
Antonius
Irawan
yang
selalu
mendukung,
memberikan
semangat,motivasi, ide-ide dan doa. Thank You, for your love. 6. Seluruh teman – teman peneliti yang telah memberikan doa dan semangat. 7. Serta semua pihak yang tidak dapat peneliti sebutkan satu-persatu.
Semarang, 19 Desember 2014 Penulis
Fiona Dewi
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DAFTAR ISI
Halaman HALAMAN JUDUL................................................................................................ i HALAMAN PERSETUJUAN ................................................................................ ii HALAMAN PENGESAHAN TESIS .................................................................... iii PERNYATAAN KEASLIAN TESIS .................................................................... iv MOTTO DAN PERSEMBAHAN .......................................................................... v KATA PENGANTAR ........................................................................................... vi DAFTAR ISI ........................................................................................................ viii DAFTAR TABEL ................................................................................................. xii DAFTAR GAMBAR ........................................................................................... xiv ABSTRAK. .......................................................................................................... xvi BAB I PENDAHULUAN. ...................................................................................... 1 1.1 Latar Belakang Penelitian ................................................................................. 1 1.2 Perumusan dan Pembatasan Masalah ............................................................ 15 1.2.1 Perumusan Masalah ................................................................................. 15 1.2.1 Pembatasan Masalah ............................................................................... 15 1.3 Tujuan dan Manfaat Penelitian ....................................................................... 16 1.3.1 Tujuan Penelitian ..................................................................................... 16 1.3.2 Manfaat Penelitian .................................................................................. 16 BAB II LANDASAN TEORI. .............................................................................. 18 2.1 LANDASAN TEORI. ..................................................................................... 18 2.1.1 Brand (Merek) ......................................................................................... 18 2.1.2 Brand Equity (Ekuitas Merek) ................................................................. 24 2.1.3 Customer-Based Brand Equity (C.B.B.E) ............................................... 31 2.1.4 Brand Salience ......................................................................................... 34 2.1.5 Brand Performance .................................................................................. 39 2.1.6 Brand Imagery. ........................................................................................ 42 2.1.7 Brand Judgments ...................................................................................... 45 2.1.8 Brand Feelings. ........................................................................................ 47
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2.1.9 Brand Resonance .................................................................................... 49 2.1.10 Kepuasan Pelanggan .............................................................................. 52 2.1.11 Loyalitas Pelanggan ............................................................................... 55 2.1.12 Loyalitas Merek ..................................................................................... 56 2.2. Penelitian Terdahulu ...................................................................................... 60 2.3. Hipotesis......................................................................................................... 63 2.4. Kerangka Pikir ............................................................................................... 88 2.5. Definisi Operasional....................................................................................... 89 BAB III METODE PENELITIAN........................................................................ 96 3.1. Obyek dan Lokasi Penelitian ..................................................................... 96 3.2. Populasi dan Sampel Penelitian ................................................................. 98 3.2.1. Populasi ........................................................................................... 98 3.2.2 Sampel ............................................................................................. 98 3.3. Metode Pengumpulan Data ...................................................................... 100 3.3.1. Jenis dan Sumber Data .................................................................. 100 3.3.2 Teknik Pengumpulan Data ............................................................ 101 3.4. Analisis Statistik Deskriptif ..................................................................... 102 3.5. Pengujia Data ........................................................................................... 103 3.6. Pelaksanaan Penelitian ............................................................................. 105 3.6.1. Pelaksanaan Pre-Test .................................................................... 105 3.6.2 Pelaksanaan Survei ....................................................................... 110 3.7. Metode Analisis ....................................................................................... 111 BAB IV HASIL ANALISIS DAN PEMBAHASAN. .................................... 125 4.1. Deskriptif Karakteristik Perusahaan ........................................................ 125 4.2. Deskriptif Karakteristik Responden ........................................................ 128 4.2.1. Kelompok Umur dan Jenis Kelamin Responden .......................... 129 4.2.2. Tingkat Pendidikan dan Jenis Kelamin Responden ...................... 130 4.2.3. Jenis Pekerjaan dan Kelompok Umur Responden ........................ 131 4.2.4. Jenis Pekerjaan dan Tingkat Pendidikan Responden .................... 132 4.2.5. Kelompok Pendapatan dan Jenis Pekerjaan Responden ............... 133 4.2.6. KelompokPendapatan dan Cara Pembayaran Responden............. 134
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4.2.7.Tipe Smartphone Android Merek Samsung dan Kelompok Pendapatan Responden .................................................................. 135 4.3. Analisis Deskriptif Data Penelitian ......................................................... 137 4.3.1. Nilai Indeks Variabel Brand Salience ........................................... 137 4.3.2. Nilai Indeks Variabel Brand Performance ................................... 139 4.3.3. Nilai Indeks Variabel Brand Imagery ........................................... 141 4.3.4. Nilai Indeks Variabel Brand Judgments ....................................... 143 4.3.5. Nilai Indeks Variabel Brand Feelings .......................................... 144 4.3.6. Nilai Indeks Variabel Brand Resonance ....................................... 146 4.3.7. Nilai Indeks Variabel Kepuasan Pelanggan .................................. 148 4.3.8. Nilai Indeks Variabel Loyalitas Merek ......................................... 149 4.3.9. Nilai Indeks Variabel Ekuitas Merek ............................................ 151 4.4. Pengujian Validitas dan Reliabilitas Konstruk ........................................ 152 4.4.1. Analisis Konfirmatori Konfirmatori Eksogen ............................... 153 4.4.1.1. Brand Salience ........................................................................ 153 4.4.1.2. Brand Performance ................................................................. 154 4.4.1.3. Brand Imagery ........................................................................ 156 4.4.1.4. Brand Judgments ................................................................... 157 4.4.1.5. Brand Feelings ........................................................................ 158 4.4.1.6. Brand Resonance .................................................................... 160 4.4.1.7. Kepuasan Pelanggan ............................................................... 161 4.4.2. Analisis Konfirmatori Konfirmatori Endogen .............................. 162 4.4.2.1. Loyalitas Merek ...................................................................... 162 4.4.2.2. Ekuitas Merek ......................................................................... 163 4.4.3. Uji Reliabilitas .............................................................................. 164 4.5. Analisis Model Persamaan Struktural ..................................................... 166 4.5.1. Pengujian Asumsi Model Persamaan Struktural ........................... 166 4.5.1.1. Asumsi Kecukupan Sampel .................................................... 167 4.5.1.2. Asumsi Normalitas Data ......................................................... 167 4.5.1.3. Asumsi Outlier ........................................................................ 169 4.5.2. Evaluasi Kesesuaian Model .......................................................... 171
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4.5.3. Pengujian Hipotesis....................................................................... 175 4.5.3.1. Pengujian Hipotesis 1 ............................................................. 177 4.5.3.2. Pengujian Hipotesis 2 ............................................................. 178 4.5.3.3. Pengujian Hipotesis 3 ............................................................. 178 4.5.3.4. Pengujian Hipotesis 4 ............................................................. 179 4.5.3.5. Pengujian Hipotesis 5 ............................................................. 180 4.5.3.6. Pengujian Hipotesis 6 ............................................................. 180 4.5.3.7. Pengujian Hipotesis 7a............................................................ 181 4.5.3.8. Pengujian Hipotesis 7b ........................................................... 181 4.5.3.9. Pengujian Hipotesis 7c............................................................ 182 4.6. Pembahasan Atas Masalah Penelitian ..................................................... 184 4.7. Implikasi Manajerial................................................................................ 195 BAB V KESIMPULAN DAN SARAN. ......................................................... 199 5.1. Kesimpulan atas Hipotesis ...................................................................... 199 5.2. Saran ........................................................................................................ 200
DAFTAR PUSTAKA. .................................................................................... 208 LAMPIRAN KUESIONER PENELITIAN. ................................................... 218 LAMPIRAN DESKRIPTIF KARAKTERISTIK RESPONDEN................... 230 LAMPIRAN ANALISIS DESKRIPTIF DATA PENELITIAN. ................... 234 LAMPIRAN OUPUT AMOS. ........................................................................ 250 LAMPIRAN TABULASI DATA RESPONDEN. ......................................... 265
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DAFTAR TABEL Halaman Tabel 1.1 Perbandingan Penjualan Merek-Merek Handphone di Seluruh Dunia (ribuan unit)...........................................................................................6 Tabel 1.2 Merek Smartphone Terbaik secara Global............................................ 9 Tabel 1.3 Data Top Brands Smartphone di Indonesia Tahun 2013-2014 ........... 10 Tabel 1.4
Kepuasan Konsumen Smartphone Tahun 2013 ................................. 11
Tabel 2.1
Kriteria dalam Memilih Unsur-Unsur Merek .................................... 20
Tabel 2.2
Dimensi Ekuitas Merek ...................................................................... 28
Tabel 2.3
Dimensi Brand Salience. ................................................................... 36
Tabel 2.4
Dimensi Brand Performance ............................................................. 40
Tabel 2.5
Dimensi Brand Imagery ..................................................................... 43
Tabel 2.6
Dimensi Brand Judgments ................................................................. 45
Tabel 2.7
Dimensi Brand Feelings .................................................................... 47
Tabel 2.8
Dimensi Brand Resonance ................................................................. 49
Tabel 2.9
Dimensi Kepuasan Pelanggan ............................................................ 54
Tabel 2.10 Dimensi Loyalitas Merek ................................................................... 57 Tabel 2.11 Ringkasan Penelitian Terdahulu ....................................................... 60 Tabel 3.1
Tipe dan Kisaran Harga Smartphone Android Merek Samsung........ 99
Tabel 3.2
Pengukuran Variabel Penelitian ....................................................... 101
Tabel 3.3
Pre-Testing: Hasil Uji Validitas Brand Salience ............................. 106
Tabel 3.4
Pre-Testing: Hasil Uji Validitas Brand Performance ...................... 106
Tabel 3.5
Pre-Testing: Hasil Uji Validitas Brand Imagery.............................. 107
Tabel 3.6
Pre-Testing: Hasil Uji Validitas Brand Judgments .......................... 107
Tabel 3.7
Pre-Testing: Hasil Uji Validitas Brand Feelings ............................. 107
Tabel 3.8
Pre-Testing: Hasil Uji Validitas Brand Resonance.......................... 107
Tabel 3.9
Pre-Testing: Hasil Uji Validitas Kepuasan Pelanggan .................... 108
Tabel 3.10 Pre-Testing: Hasil Uji Validitas Loyalitas Merek............................ 108 Tabel 3.11 Pre-Testing: Hasil Uji Validitas Ekuitas Merek .............................. 108 Tabel 3.12 Pre-Testing: Hasil Uji Reliabilitas ................................................... 109 Tabel 3.13 Metode Pengukuran ......................................................................... 114
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Tabel 3.14 Persamaan Matematik Model Penelitian.......................................... 116 Tabel 3.15 Goodness of-fit Indices..................................................................... 123 Tabel 4.1 Kelompok Umur dan Jenis Kelamin ................................................. 129 Tabel 4.2 Tingkat Pendidikan dan Jenis Kelamin............................................. 130 Tabel 4.3 Jenis Pekerjaan dan Kelompok Umur ............................................... 131 Tabel 4.4 Jenis Pekerjaan dan Tingkat Pendidikan ........................................... 132 Tabel 4.5 Kelompok Pendapatan dan Jenis Pekerjaan ...................................... 133 Tabel 4.6 Kelompok Pendapatan dan Cara Pembayaran .................................. 134 Tabel 4.7 Tipe Smartphone Android Merek Samsung dan Pendapatan .......... 135 Tabel 4.8 Nilai Indeks Variabel Brand Salience ............................................... 137 Tabel 4.9 Nilai Indeks Variabel Brand Performance ....................................... 139 Tabel 4.10 Nilai Indeks Variabel Brand Imagery .............................................. 141 Tabel 4.11 Nilai Indeks Variabel Brand Judgments .......................................... 143 Tabel 4.12 Nilai Indeks Variabel Brand Feelings ............................................. 144 Tabel 4.13 Nilai Indeks Variabel Brand Resonance .......................................... 146 Tabel 4.14 Nilai Indeks Variabel Kepuasan Pelanggan ..................................... 148 Tabel 4.15 Nilai Indeks Variabel Loyalitas Merek ............................................ 149 Tabel 4.16 Nilai Indeks Variabel Ekuitas Merek .............................................. 151 Tabel 4.17 Goodness of-fit Indices................................................................... . 153 Tabel 4.18 Construct Reliability. ..................................................................... . 165 Tabel 4.19 Normalitas Data ............................................................................... 168 Tabel 4.20 Multivariate Outlier ......................................................................... 170 Tabel 4.21 Ringkasan Indeks Kesesuaian Model .............................................. 175 Tabel 4.22 Regression Weight Structural Equation Modeling .......................... 177 Tabel 4.23 Ringkasan Pengujian Hipotesis ........................................................ 183 Tabel 4.24 Pedoman Untuk Memberikan Interpretasi Koefisien Korelasi ........ 184
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DAFTAR GAMBAR Halaman Gambar 1.1 Tempat Akses Pengguna Internet di Indonesia Tahun 2009-2010...... 4 Gambar 1.2 Pertumbuhan Pengguna Internet di 8 Kota Besar di Indonesia Tahun 2009-2010 .......................................................................................... 5 Gambar 1.3 Market Share Penjualan Smartphone secara Global ........................... 8 Gambar 1.4 Market Share Operating System Smartphone di Indonesia ................ 8 Gambar 2.1 Kerangka Konseptual Brand Equity Versi Aaker ............................. 27 Gambar 2.2 Kerangka Konseptual Brand Equity Versi Yoo, Donthu & Lee ....... 29 Gambar 2.3 Customer-Based Brand Equity Pyramid ........................................... 32 Gambar 2.4 Subdimensions of Brand Building Blocks ......................................... 34 Gambar 2.5 Kerangka Pikir................................................................................... 88 Gambar 3.1 Data Pengguna Handphone di Indonesia Berdasarkan Umur ........... 96 Gambar 3.2 Diagram Alur Model Penelitian ...................................................... 118 Gambar 4.1 Analisis Faktor Konfirmatori Konstruk Eksogen Brand Salience...154 Gambar 4.2.A. Analisis Faktor Konfirmatori Konstruk Eksogen Brand Performance .................................................................................. 155 Gambar 4.2.B. Revisi Faktor Konfirmatori Konstruk Eksogen Brand Performance ....................................................................................................... 156 Gambar 4.3. Analisis Faktor Konfirmatori Konstruk Eksogen Brand Imagery..157 Gambar 4.4. Analisis Faktor Konfirmatori Konstruk Eksogen Brand Jugment..158 Gambar 4.5. A. Analisis Faktor Konfirmatori Konstruk Eksogen Brand Feelings... ....................................................................................................... 159 Gambar 4.5.B. Revisi Faktor Konfirmatori Konstruk Eksogen Brand Feelings....... ....................................................................................................... 160 Gambar 4.6 Analisis Faktor Konfirmatori Konstruk Eksogen Brand Resonance...... ................................................................................ 161 Gambar 4.7 Analisis Faktor Konfirmatori Konstruk Eksogen Kepuasan Pelanggan. ...................................................................................... 162
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Gambar 4.8 Analisis Faktor Konfirmatori Konstruk Endogen Loyalitas Merek.. ....................................................................................................... 163 Gambar 4.9 Analisis Faktor Konfirmatori Konstruk Endogen Ekuitas Merek....164 Gambar 4.10 Full Model Persamaan Struktural .................................................. 176 Gambar 4.11 Pembahasan atas hasil penelitian .................................................. 185
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ABSTRAK Penelitian ini mengambil konsumen produk smartphone android merek Samsung sebagai sampel, dengan teknik purposive sampling sejumlah 200 responden. Metode survey untuk pengumpulan data kuesioner menggunakan mall intercept yang dilakukan di 4 pusat perbelanjaan kota Semarang. Data yang terkumpul dianalisis dengan analisis persamaan struktural atau Structural Equation Modeling Analysis (SEM). Hasil penelitian menunjukkan bahwa dari keenam subdimensi konsep piramida Customer-Based Brand Equtiy (C.B.B.E) hanya tiga subdimensi C.B.B.E yang berpengaruh positif dan signifikan terhadap ekuitas merek yaitu: Brand Salience, Brand Performance dan Brand Resonance. Sedangkan ketiga subdimensi C.B.B.E lainnya yaitu Brand Imagery, Brand Judgments dan Brand Feelings tidak berpengaruh signifikan. Hasil penelitian juga menunjukkan secara tidak langsung loyalitas merek berpengaruh sebagai variabel mediator antara kepuasan pelanggan dan ekuitas merek. Kata Kunci : Ekuitas Merek, Customer - Based Brand Equity (C.B.B.E), Kepuasan Pelanggan, Loyalitas Merek.
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ABSTRACT This research used consumer of Samsung smarphone android product as sample, by purposive sampling technique of 200 respondents in number. Survey method for questionnaire data collecting used mall intercept conducted in 4 shopping centres in Semarang city. Data collected were analyzed using Structural Equation Modeling Analysis (SEM). The research results showed that of the six subdimensions of CustomerBased Brand Equtiy (C.B.B.E) pyramid concept, only three subdimensions C.B.B.E have positive and significant influence on brand equity namely: Brand salience, Brand Performance and Brand Resonance. While the other three subdimensions C.B.B.E namely Brand Imagery, Brand Judgments and Brand Feelings have non significant influence. This research also showed that indirectly brand loyalty influence as a mediator variable between customer satisfaction and brand equity. KEYWORDS: Brand Equity, Customer - Based Brand Equity (C.B.B.E), Customer Satisfaction, Customer Loyalty.
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