Faktor-faktor yang Mempengaruhi Ekuitas Merek Gerai Buah Durian (Studi Kasus: CV Si Bolang Durian)

Andrianto, Rui (2020) Faktor-faktor yang Mempengaruhi Ekuitas Merek Gerai Buah Durian (Studi Kasus: CV Si Bolang Durian). Masters thesis, IPB University.

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Abstract

Si Bolang Durian is one of the many durian fruit outlets in the city of Medan. This outlet sells local durian fruit originating from various regions in North Sumatra. Si Bolang Durian always prioritizes quality products, fresh, sterile and hygienic so that consumers can immediately enjoy it safely. The price is affordable and supported by adequate facilities so as to make customers comfortable, Si Bolang Durian also has a strategic location / place and is easily accessed by customers. Potential local market opportunities for durian products, seen from the population of Medan which has now reached 2,210,624 people in the 2015 census. If it is assumed there are 50 percent or 1,105,312 Medan residents who consume durian, then it can be seen that the local market is sufficient promising. The growth of the durian fruit outlet business in the city of Medan which began to develop also indicates this business is considered as a prospective business. The increasing number of durian fruit outlets illustrates the competition between these durian fruit businesspeople. The competition between similar outlets and also the decline in sales in the last 4 years triggered increasingly fierce competition, especially in Medan City. The objectives of this study are: 1) Analyzing the demographic characteristics of Si Bolang Durian fruit outlet service consumers, 2) Analyzing the factors that influence the Si Bolang Durian fruit outlet service brand equity, 3) Analyzing the level of contribution of Si Bolang fruit service brand fruit service variables Durian and 4) Analyzing managerial implications in the form of marketing strategies for Si Bolang Durian fruit outlet service brands. The analytical method used is SEM Analysis and Descriptive Analysis. Data obtained through interviews and general information as well as other information that supports research. The study was conducted from July to September 2018. SEM analysis results show that factors that significantly influence brand equity in durian outlets are brand awareness, brand association and brand loyalty, which have loading factors of 0.20, 0.36 and 0.51, respectively. Meanwhile there is one variable which is not significant, that is brand perceived quality which has a loading factor value of 0.04. Based on the SEM analysis, it was concluded that the influence on brand equity obtained brand awareness, brand association and brand loyalty influence on brand equity, where all the effects are positive. Of the three variables that are influential, the Loyaty Brand factor has the most influence on brand equity compared to the other variables, this can be seen from the estimated value and the greatest compared to the other variables. Managerial implications of durian fruit outlets to increase brand equity is to advertise more in print media and also on billboards / billboards and improve service quality and facilities to be better. So that it can always be remembered and also build customer trust.

Item Type: Thesis (Masters)
Uncontrolled Keywords: analisis deskriptif, SEM, peningkatan daya saing, descriptive analysis, SEM, increased competitiveness.
Subjects: Manajemen Sumber Daya Manusia
Depositing User: SB-IPB Library
Date Deposited: 15 Jun 2022 03:42
Last Modified: 15 Jun 2022 03:42
URI: http://repository.sb.ipb.ac.id/id/eprint/3868

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