Update Artikelilmiah: 15610

MOHAMMAD IRWAN TAJUL ARIFIN

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Abstrak (Bhs. Indonesia)

Penelitian ini bertujuan untuk mengetahui dan menganalisis “Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas dan Loyalitas Merek Terhadap Ekuitas Merek Laptop Asus". Penelitian dilakukan menggunakan kuesioner dengan jumlah sampel 100 responden dari Mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Jenderal Soedirman Purwokerto. Data di analisis menggunakan analisis regresi berganda dengan uji t sebagai metode pengujian hipotesis.
Hasil penelitian ini menunjukkan bahwa kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek secara parsial berpengaruh positif terhadap ekuitas merek laptop Asus. Merujuk pada penelitian ini, faktor yang paling mempengaruhi ekuitas merek adalah kesadaran merek, maka disarankan bagi manajer bagian pemasaran untuk membuat iklan di media cetak dan elektronik. Periklanan perlu dilakukan secara terus menerus agar merek laptop Asus selalu berada dalam benak konsumen (Top of Mind).
Penelitian selanjutnya disarankan untuk mengembangkan lokasi penelitian, subyek dan obyek penelitian, metode penelitian serta variabel penelitian.

Abtrak (Bhs. Inggris)

This research aim to perceive and analyze “The Influence of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty Regarding Brand Equity of Asus Laptop”. This research was conducted using questioner method, which there were 100 total samples of respondents from the undergraduate students of Economics and Business Faculty, University of Jenderal Sudirman Purwokerto. The data was analyzed using multiplied linear regression by testing t as the examination of hypothesis method.
The result of this research showed that the brand awareness, brand association, perceived quality, and brand loyalty were partially giving positive impact on the brand equity of Asus laptop. Based on this research, the most influencing factor in the brand equity is brand awareness, suggestion for the marketing manager to make advertising on the press and on the electronics media. Advertising need to be publish intensifly so that the Asus laptop brand still in the consumers mind (Top of Mind).
The following research is hoped to expand the research location and to develop research subject and object. The researcher is also advised to considerate the research methods and it’s variable.

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