Perbandingan Ekuitas Merek Produk Kosmetik Asing Orea Dengan Kosmetik Lokal

Maretta Edgina Damayanti, Berta Bekti Retnowati

Abstract


Brand equity became important for a product because it referred to a set of brand assets and liabilities related to a brand, its name and its symbol, which add or subtract the value provided by a good or service to the company or its customers. Departing from this understanding, this study aimed to conduct empirical differences or comparative studies on local cosmetic products represented by local brand the Wardah and South Korea cosmetic product represented by Etude House. The data required in this study was obtained through interviews using a questionnaire. Interviews were conducted to students at four Universities in Semarang, namely Soegijapranata Chatolic University, Dian Nuswantoro University, Diponegoro University, and Semarang State University. Data analysis for the purpose of this study was conducted using the Mann Whitney Comparative Test (U-test). The results showed that brand awareness, brand association, perceived quality of Wardah and Etude House cosmetics were significantly different, while the brand loyalty to Wardah and Etude House cosmetics brand was the same.

Keywords


brand awareness, brand association, perceived quality, brand loyalty

Full Text:

PDF

References


Aaker, David A. 1992. “Managing the Most Important Assets Brand quity.”Planning Review 20(5):56–58. Retrieved https://www.emeraldinsight.com/doi/abs/10.1108/eb054384).

Bastian, Danny. 2014. “Analisa Pengaruh Citra Merek ( Brand Image ) Dan Kepercayaan Merek ( Brand Trust ) Terhadap Loyalitas Merek ( Brand Loyalty ) ADES PT . Ades Alfindo Putra Setia.” Jurnal ManajemenPemasaran Petra 2(1):1–9. Retrieved (http://ueu201411001.weblog.esaunggul.ac.id/wpcontent/uploads/sites/4269/2017/03/1391-2555-1-SM.pdf).

Darmawan, Hudayah Syarifah, and Asnawati. 2016. “Perbandingan Ekuitas Merek Indomie Dan Mie Sedaap.” Jurnal Manajemen 8(2):113–35. Retrieved (http://journal.feb.unmul.ac.id/ index.php/JURNALMANAJEMEN/article/do wnload/1190/pdf.).

Ferdinand, Augusty. 2011. Metode Penelitian Manajemen. 3rd ed. Badan Penerbit Universitas Diponegoro.

Giroux, Marilyn, Frank Pons, Lionel Maltese, and Marilyn Giroux. 2017. “The Role of Perceived Brand Personality in Promotion Effectiveness and Brand Equity Development of Professional Sports Teams.” International Journal of Sports Marketing and Sponsorship 18(2):180–95. Retrieved (https://www.emeraldinsight.com/ doi/full/10.1108/IJSMS-05-2017-092).

JakPat. 2015. The Summary of Survey Result: Lokal vs Impor. Retrieved (https://blog.jakpat.net/preference-for-local-vs-imported-products-survey-report/).

JakPat. 2016a. Brand Tracking. Retrieved (https://blog.jakpat.net/brand-tracking-make-up-product/).

JakPat. 2016b. Report Cosmetics Purchasing Trends 2016. Retrieved (https://blog.jakpat.net/cosmetic-purchasing-trends-survey-report/).

Juliana. 2016. “Pengaruh Celebrity Endorser Dan Brand Image Terhadap Purchase Intention Produk Kosmetik Etude House Pada Mahasiswa Politeknin IT & B Medan.” POLITEKNIK IT&B MEDAN. Retrieved (https://s3.amazonaws.com/ academia.edu.documents/49400865/PENELITIAN_JULIANA_TAHUN_2016.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2 Y53UL3A&Expires=1509775782 &Signature=cjkAA1g896YrIDicq1N90gW odWE%3D&response-content-disposition=inline%3B filename%3DPENGARUH_CELEBRITY_ENDORSER _DAN_BRAND_I M.pdf).

Jung, Jaehee and Eunyoung Sung. 2008. “Consumer-Based Brand Equity Comparisons among Americans and.” Fashion Marketing and Management 12(1):24–35. Retrieved (https://www.emeraldinsight.com/doi/abs/10.1108/13612020810857925).

Kertajaya, Hermawan. 2010. Brand Operation. Erlangga.

Loureiro, Sandra. 2017. “Advertising and Country-of-Origin Images as Sources of Brand Equity and the Moderating Role of Brand Typicality.” Baltic Journal of Management 12(2). Retrieved (https://www.emeraldinsight.com/doi/full/10.1108/BJM-11-2015-0226).

Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, Cheng-hao Steve Chen, and Cheng-hao Steve Chen. 2017. “Responsible Brands VS Active Brands ? An Examination of Brand Personality On Brand Awareness , Brand Trust , and Brand Loyalty.” Marketing Intelligence & Planning 35(2):166–79. Retrieved (https://www.emeraldinsight.com/doi/full/10.1108/MIP-04-2016-0064).

Mourad, Maha. 2011. “Brand Equity in Higher Education.” Marketing Intelligence & Planning 29(4):403–20. Retrieved (https://www.emeraldinsight.com/doi/abs/ 10.1108/02634501111138563).

Parengkuan, Kissi, Fatimawali, and Citraningtyas Gayatri. 2013. “Analisis Kandungan Merkuri Pada Krim Pemutih Yang Beredar Di Kota Manado.” Ilmiah Farmasi 2. Retrieved (http://download.portalgaruda.org/article.php?article=15419&val=1015).

Permana, Magyar and Jony Haryanto. 2014. “Pengaruh Country of Origin, Brand Image Dan Persepsi Kualitas Terhadap Intensi Pembelian.” XVIII(3):365–80. Retrieved (https://media.neliti.com/media/publications/112392-ID-none.pdf).

Rangkuti, Freddy. 2002. The Power of Brands. Badan Penerbit Universitas Diponegoro.

Rodrigues, Paula. 2016. “Perceptual and Behavioural Dimensions : Measuring Brand Equity Consumer Based.” Journal of Fashion Marketing and Management: An International Journal 20(4). Retrieved (https://www.emeraldinsight.com/doi/full/10.1108/JFMM-03-2016-0019).

Romaniuk, Jenni, Samuel Wight, and Margaret Faulkner. 2016. “Brand Awareness: Revisiting an Old Metric for a New World.” Journal of Product & Brand Management. Retrieved (https://www.emeraldinsight.com/doi/abs/10.1108/JPBM-06-2016-1242?af=R).

Santoso, Yussy and Ronnie Resdianto. 2007. “Brand Sebagai Kekuatan Perusahaan Dalam Persaingan Global.” Business & Management 3:52–63. Retrieved (https://journal.ubm.ac.id/index.php/business-management/article/view/342/329).

Stocchi, Lara and Rachel Fuller. 2017. “A Comparison of Brand Equity Strength Across Consumer Segments and Markets.” Journal of Product & Brand Management 26(5):453–68. Retrieved (https://www.emeraldinsight.com/doi/abs/10.1108/JPBM-06-2016-1220).

Sujarweni, Wiratna. 2015. Metodologi Penelitian Bisnis & Ekonomi. Pustaka Baru Press.

Sukristiani, Dwi. 2014. “Pengetahuan Tentang Kosmetika Perawatan Kulit Wajah Dan Riasan Pada Mahasiswi Jurusan Kesejahteraan Keluarga Fakultas Teknik Universitas Negeri Padang).” (September). Retrieved (http://ejournal.unp.ac.id/index.php/ jhet/article/view/4325/3390).

Suyadi, Muhammad and Dahlan Fannani. 2017. “Quality Dan Brand Loyalty Terhadap Brand Equity (Survei Pada Konsumen Usia Remaja Di Kelurahan Purwantoro Kecamatan Blimbing Malang Yang Menggunakan Kartu Prabayar IM3 PT . Indosat).” 7(2). Retrieved (http://download.portalgaruda.org/article.php?article=189795 &val=6468& title=PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY DAN BRAND LOYALTY TERHADAP BRAND EQUITY (Survei Pada Konsumen Usia Remaja Di Kelurahan Purwantoro Kecamatan Blimbing Malang Yang Menggunakan Kartu Prabayar IM3 PT.Indosat).

Veloutsou, Cleopatra, Francisco Guzmán, Cleopatra Veloutsou, and Francisco Guzmán. 2017. “The Evolution of Brand Management Thinking over the Last 25 Years as Recorded in the Journal of Product and Brand Management.” Journal of Product and Brand Management 26(1):2–12. Retrieved (https://www.emeraldinsight.com/doi/full/ 10.1108/JPBM-01-2017-1398).

Wulandari, Dwi. 2016. “Ramai Brand Korea Bertarung Di Pasar Kosmetik, Siapa Menang?” MIX (Marketing Communication). Retrieved (http://mix.co.id/marcomm/news-trend/ramai-brand-korea-bertarung-di-pasar-kosmetik-siapa-menang)




DOI: https://doi.org/10.24167/jemap.v2i1.2102

Refbacks

  • There are currently no refbacks.


e-ISSN 2622-612X | View My Stats