EKUITAS MEREK HOTEL BERBINTANG DI JAKARTA: PERAN KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK
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Abstract
Penelitian ini mengkaji peran asosiasi merek, kesadaran merek, loyalitas merek dan persepsi kualitas untuk membangun ekuitas merek pada industri perhotelan di Jakarta. Sebagaimana diketahui, ekuitas merek merupakan keunggulan kompetitif dan aset strategis bagi perusahaan dalam jangka panjang. Oleh karenanya pemasar memberikan perhatian pada isu terkait ekuitas merek. Populasi yang diteliti adalah pelanggan hotel di Jakarta. Metode pemilihan sampel yang digunakan adalah nonprobabilitas berupa convenience sampling. Ukuran sampel sebesar 100 responden di Jakarta yang merupakan pelanggan hotel minimal berbintang tiga yang memiliki frekuensi menginap minimal sekali dalam setahun. Data dianalisis dengan Partial Least Square Structural Equation Modelling (PLS SEM) dengan bantuan program statistik SmartPLS. Hasil analisis memperlihatkan bahwa asosiasi merek, persepsi kualitas dan loyalitas pelanggan memiliki peran secara positif dan signifikan terhadap ekuitas merek, sementara kesadaran merek berperan positif namun tidak signifikan. Hasil penelitian ini diharapkan dapat memberikan manfaat bagi pemasar hotel berbintang tiga, empat dan lima untuk membangun ekuitas merek berbasis pada asosiasi, kesadaran dan loyalitas pelanggan terhadap merek.
This study aims to analyze the role of brand association, brand awareness, brand loyalty and perceived quality to build brand equity in the hotel industry in Jakarta. As is known, brand equity is a competitive advantage and strategic asset for a company in the long run. Therefore, marketers pay attention to issues related to brand equity. The population is hotel customers in Jakarta. The sample selection method used is non-probability with convenience sampling technique. The sample size is 100 respondents in Jakarta who are customers of at least three-star hotels who have a frequency of staying at least once a year. The data analysis technique used was Partial Least Square Structural Equation Modeling (PLS SEM) by using SmartPLS statistical program. This study showed that perceived quality, brand associations and customer loyalty have a positive and significant role on brand equity, while brand awareness has a positive but not significant role. This study is expected to assist marketers of three, four and five star hotels to build brand equity based on association, awareness and customer loyalty.
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