PENGARUH SELF CONGRUITY DAN PERCEIVED CONGRUENCE TERHADAP BRAND EQUITY DAN KONSEKUENSINYA

dyah astarini, Arwini Sumardi

Abstract


Abstrak

Tujuan - Penelitian ini bertujuan untuk menganalisis pengaruh self-congruity dan perceived congruence terhadap brand equity dan konsekuensinya

Desain/Metodologi/Pendekatan - Metode pengumpulan data dilakukan dengan penyebaran kuesioner secara online. Jumlah responden yang dianalisa adalah 180 responden. Pengujian dilakukan dengan menggunakan SEM

Hasil Penelitian - . Hasil penelitian ditemukan bahwa self-congruity tidak berpengaruh langsung terhadap brand equity namun akan berpengaruh positif jika ditambahkan variabel brand identification sebagai variabel intervening / mediasi. Perceived congcruence berpengaruh secara langsung dan positif terhadap brand equity. Brand credibility tidak memediasi pengaruh perceived congruence terhadap brand equity.

Keterbaruan/Nilai - , konsekuensi yang ditimbulkan oleh brand equity hanya brand preference bukan purchase intention. Untuk penelitian selanjutnya disarankan untuk meneliti merek produk yang lain atau merek jasa dan menambahkan variabel satisfaction dan trust.

 

 

Abstract

Purpose - This research aims to analyze the the effects of self-congruity and perceived congruence towards brand equity and its consequences.

Design/Methodology/Approach - Online questionnaires are distributed and 180 respondents are collected. Structural Equation Model (SEM) is used for hypothesis testing.

Finding - The results found that self-congruity is not directly affecting brand equity; it must be mediate by brand identifications. Perceived congruence is directly affecting brand equity, brand credibility is not a mediating variable. The consequence of brand equity is brand preference not brand purchase intentions.  For further research

Organization/nilai - The consequence of brand equity is brand preference not brand purchase intentions.  For further research, it is advised to do more research on other products’ brand or services and add variables such as satisfaction and trust


Keywords


self-congruity; perceived congruence; brand identification; brand credibility; brand equity; brand preference; purchase intentions.

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DOI: http://dx.doi.org/10.25105/mrbm.v20i2.8653

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