Analisis Brand Equity dan Customer Loyality Celebrity Fitness Cabang Mall Puri Indah Jakarta Barat

Authors

  • Robertus Tang Herman Universitas Bina Nusantara
  • Ryandhi Wijaya Universitas Bina Nusantara

DOI:

https://doi.org/10.21512/bbr.v1i1.1067

Keywords:

brand equity, brand awareness, perceived quality of service, loyalty, customer satisfaction

Abstract

This study aims to determine the condition of the elements of brand equity Celebrity Fitness, namely knowing the brand awareness, brand association is formed, to know how the perception of performance and the interests of the brand, how consumers' brand loyalty, and what attributes of service quality a priority for improved performance to can meet consumers' desire to achieve satisfaction. The method used is descriptive method with the sampling technique using probability sampling (simple random sampling), with regional research area in West Jakarta. The results of this study indicate that the overall brand equity of the company is good enough to position the brand awareness top of mind, the brand associations that are formed from Celebrity Fitness is where fitness is comfortable and fun and has a diverse and interesting program, another association was formed team aggressive promotion. Performance level of perceived quality is also good enough. To Brand loyalty are in poor condition because of the high percentage of switchers. Overall customer satisfaction levels are good enough just need a little improvement in the performance of staff. The implication of this research is PT Exertainment should improve the performance of some quality attributes are prioritized so that the loyalty of the members has also increased.

Dimensions

Plum Analytics

Author Biographies

Robertus Tang Herman, Universitas Bina Nusantara

Jurusan Manajemen 

Ryandhi Wijaya, Universitas Bina Nusantara

Jurusan Manajemen

References

Anonim. (2004). Manajemen pemasaran, edisi milenium, jilid pertama, Jakarta: PT Indeks Kelompok Gramedia.

Durianto, D., Sugiarto, dan Lie J. B. (2004). Brand equity ten: Strategi memimpin pasar. Jakarta: PT Gramedia Pustaka Utama.

Foster, T. S. (2003). Managing quality: An integrative approach, 2nd ed., New Jersey: Pearson Prentice Hall.

Heizer, J., dan Render, B. (2005). Manajemen operasi, edisi ketujuh, Jakarta: Salemba Empat.

Knapp, A. D. (2005). The brand mindset, Yogyakarta: Andi Offset.

Kotler, P., Bloom, P., and Hayes, T. (2002). Marketing professional services: Forward-thinking strategies for boosting your business, your image and your profit, 2nd ed., United State of America: Prentice Hall.

Kotler, P., Keller, and Lane, K. (2006). Management marketing, 12th ed., United State of America: Pearson Education.

Kotler, P., dan Amstrong. (2003). Dasar-dasar pemasaran, Jakarta: Erlangga.

Puspitasari, A. W., dan Petra S. M. (2006). Hubungan antara brand equity dan minat konsumen: Perubahan nama / merek Panasonic dari merek National, Jurnal Riset Manajemen dan Bisnis, 1 (1), Juli 2006.

Rangkuti, F. (2002). The power of brands: Teknik mengelola brand equity dan strategi pengembangan merek plus analisis kasus dengan SPSS, Jakarta, PT Gramedia Pustaka Utama.

Santoso, S. (2002). Buku latihan SPSS statistik parametric, Jakarta: PT Elex Media Komputindo.

Sitinjak. (2004). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. Jakarta: PT Gramedia Pustaka Utama.

Sitinjak. (2004). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. Jakarta: PT Gramedia Pustaka Utama.

Suliyanto. (2006). Metode riset bisnis, Yogyakarta: Andi Offset.

Supranto, J. (2006). Pengukuran tingkat kepuasaan pelanggan: Untuk menaikkan pangsa pasar, Jakarta: PT Rineka Cipta.

Susanto, A. B., dan Wijanarko, H. (2004). Power branding: Membangun merek unggul dan organisasi pendukungnya, Jakarta: PT Mizan Publika.

Triton, P. B. (2006). SPSS 13.0 terapan riset statistik parametrik, Yogyakarta: Andi Offset.

Umar, H. (2003). Riset pemasaran dan perilaku konsumen, Jakarta: PT Gramedia Pustaka Utama.

Downloads

Published

2010-05-30
Abstract 848  .
PDF downloaded 832  .