Pengaruh Citra Diri, Kepribadian Merek, dan Kelompok Acuan terhadap Kualitas Hubungan Merek
- Ella Anastasya Sinambela Universitas Sunan Giri Surabaya, Indonesia
- Cici Cici Universitas Sunan Giri Surabaya, Indonesia
-
Didit Darmawan
*
Universitas Sunan Giri Surabaya,
Indonesia
- Rahayu Mardikaningsih Universitas Sunan Giri Surabaya, Indonesia
- Abdul Rahman Universiti Tun Hussein Onn Malaysia, Malaysia
Abstract
Saat ini konsumen tidak hanya ditawarkan produk yang beragam namun juga merek yang beragam. Konsumen dihadapkan pada pilihan dari berbagai jenis merek yang memiliki kelebihan tersendiri. Manajemen pemasaran mengharapkan adanya hubungan berkelanjutan antara konsumen dan merek. Peningkatan kualitas hubungan merek itu perlu ditingkatkan dan dikembangkan terus. Tujuan penelitian untuk mengetahui pembentukan kualitas hubungan merek melalui citra diri, kepribadian merek, dan kelompok acuan. Penelitian kuantitatif ini dengan populasi adalah konsumen Milo yang ada di Kota Johor Bahru Malaysia. Peneliti menggunakan 100 responden sebagai sampel penelitian dan dianalisis menggunakan teknik regresi. Hasil penelitian menunjukkan adanya peran nyata citra diri terhadap pembentukan kualitas hubungan merek. Selanjutnya kepribadian merek memiliki peran nyata pada kualitas hubungan merek. Kualitas hubungan merek juga dipengaruhi signifikan oleh kelompok acuan. Ketiga variabel secara simultan berperan nyata membentu kualitas hubungan merek.
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