PENGARUH SIKAP MEREK DAN CITRA MEREK TERHADAP EKUITAS MEREK LP3I
DOI:
https://doi.org/10.34127/jrlab.v1i2.136Abstract
Merek (brand) merupakan nama suatu nama, term, tanda, symbol, atau disain, atau merupakan kombinasi dari hal-hal tersebut yang mengidentifikasi pembuat atau penjual suatu produk atau jasa (Kotler & Armstrong; 2001: 301). Menciptakan, mempertahankan, melindungi, dan meciptakan nilai bagi merek merupakan keterampilan khusus yang diperlukan oleh para pemasar bagi produk dan jasa mereka. Hal ini disebabkan karena konsumen memandang penting arti merek sebagai suatu bagian penting dari produk itu sendiri.
Craven (Craven & Piercy; 2006: 265-267) mengatakan bahwa pemberian merek, manajemen merek, dan membangun suatu merek yang kuat mengalami banyak tantangan-tantangan. Pada bidang jasa, memposisikan suatu merek memerlukan suatu asosiasi pada komponen-komponen berujud seperti sosok seseorang yang menciptakan suatu jasa tersebut atau hal-hal berujud yang berhubungan dengan jasa yang ditawarkan. Hal ini dikarenakan jasa merupakan produk tak berujud. Merek yang berbasis internet juga merupakan permasalahan dalam mendirikan suatu merek-merek yang efektif bagi produk tak berujud seperti jasa.
Kontribusi potensial kekuatan merek dalam membangun nilai pelanggan (customer value) dan keunggulan bersaing telah memotivasi para manajer untuk memfokuskan perhatian pada estimasi global mengenai nilai merek (value of brands) dan konsep mengenai ekuitas merek (brand equity). Hal yang paling menarik perhatian bagi investor ialah nilai finansial (financial value) dari suatu merek, khususnya pada perubahan estimasi nilai merek yang dimiliki perusahaan (Craven & Piercy; 2006). Dalam hal ini nilai merek dilihat hanya dari sisi finansial saja, yakni performa keuangan yang tercermin dalam ekuitas merek. Ekuitas merek merupakan suatu hal yang penting dalam mengukur kekuatan merek, di mana suatu merek dari suatu produk atau jasa dapat meningkatkan nilai pelanggan (customer value).
Keyword : Merek, Produk, ekuitas dan pelanggan
PENGARUH SIKAPMEREK DAN CITRA MEREK TERHADAP EKUITAS MEREK LP3I
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