Strategi Corporate Branding Dalam Meningkatkan Brand Equity Pada Pelanggan Provider Komunikasi dan Data di Indonesia

Ulfia Wahdatul Nurfuadah, Bambang Widjajanta, Puspo Dewi Dirgantari

Abstract


Perkembangan industri telekomunikasi di Indonesia saat ini bertumbuh pesat sehingga banyak perusahaan mengalami persaingan begitu ketat salah satunya Indihome. Meningkatnya jumlah pesaing mengharuskan perusahaan untuk memperkuat strategi pemasaran dalam menciptakan ekuitas merek. Corporate branding sebagai salah satu strategi yang dapat memberikan kontribusi untuk membangun kesadaran merek yang kuat dalam benak pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh dan gambaran corporate branding terhadap brand equity pada pelanggan Indihome di Indonesia. Jenis penelitian yang digunakan adalah deskriptif dan verfikatif dengan pendekatan kuantitatif. Variabel terikat dalam penelitian ini adalah brand equity (Y) dan corporate branding (X) sebagai variable bebas. Pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling dengan menggunakan teknik non-probability sampling terhadap 200 responden yang merupakan pelanggan Indihome yang tersebar di seluruh Indonesia. Data diperolah secara statistik dengan metode Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS versi 21.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran corporate branding dan brand equity berada pada kategori baik. Corporate branding berpengaruh positif dan signifikan terhadap brand equity. Dimensi corporate image dalam corporate branding memberi kontribusi yang paling besar dalam membentuk brand equity.


Keywords


Corporate Branding; Brand Equity

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References


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DOI: https://doi.org/10.17509/strategic.v22i1.46629

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