Analisis Brand Equity Perguruan Tinggi Swasta di Bandar Lampung

  • Aswin Aswin
  • Cahyani Pratisti Institut Informatika dan Bisnis Darmajaya
  • Muhammad Saputra
Keywords: Brand equity, University

Abstract

Business competition among education services in Bandar Lampung is rapidly raising, including private universities. Brand equity is proven to increase the universities profitability in the long term. This qualitative research aims to provide a comparison of the brand equity among private universities in Bandar Lampung. Through descriptive analysis and cochran q-test from 560 combined informants from high school and collegues found that in high school IIB Darmajaya was Top of mind IIB Darmajaya, Recall brand was Technocrats University, and Brand recognition that they knew IIB Darmajaya from friends and family. Whereas the collegues obtained Top of mind was IIB Darmajaya, Brand recall IIB Darmajaya was  identical to  Computer Science and  Economics, Brand  recognition recognizes IIB Darmajaya from logos, slogans and taglines, Brand association that IIB Darmajaya had a good image, good quality private campus, an innovative campus, had a variety of student activities, and Brand loyalty in good categories also. Promotional activities both directly and digitally to high school students absolutely needed to improve IIB Darmajaya's brand recall.

Abstrak

Persaingan bisnis antar jasa pendidikan di Bandar Lampung semakin pesat, tak terkecuali perguruan tinggi swasta. Ekuitas merek dalam jangka panjang terbukti dapat meningkatkan profitabilitas perguruan tinggi. Penelitian kualitatif ini bertujuan untuk memberikan perbandingan ekuitas merek perguruan tinggi swasta di Bandar Lampung. Melalui analisis deskriptif dan uji cochran q-test dari   informan   siswa/i SMA/sederajat   sebanyak 250  orang dan mahasiswa/i 410  mahasiswa, didapat bahwa  pada siswa/i SMA/sederajat Top of mind Perguruan Tinggi Swasta adalah IIB Darmajaya, Brand recall Universitas Teknokrat, dan Brand recognition mengetahui merek Darmajaya dari teman dan keluarga. Sedangkan pada mahasiswa/i didapat Top of Mind Perguruan Tinggi Swasta adalah IIB Darmajaya, Brand recall IIB Darmajaya identik dengan ilmu komputer dan ilmu ekonomi, Brand recognition mengenali IIB Darmajaya dari logo, serta slogan dan tagline, dan Brand association IIB Darmajaya memiliki citra yang baik, kampus swasta yang bermutu, kampus yang inovatif, memiliki ragam kegiatan mahasiswa, serta Brand loyalty dalam kategori baik. Kegiatan promosi baik secara langsung maupun digital kepada siswa/i SMA diperlukan untuk meningkatkan brand recall IIB Darmajaya.

References

Aaker, D. (1997). Managing Brand Equity. New York: The Free Press.

Aaker, D. (2014). Aaker On Branding. 20 Prinsip Esensial Mengelola dan Mengembangkan Brand. Jakarta: PT Gramedia Pustaka Utama.

Ariyadi, D. (2015). Analisis Ekuitas Merek Berbasis Pelanggan pada Minimarket Indomaret di Salatiga. Jurnal Among Makarti vol (8), no 16.

Bernard, W.T. (2018). Lifestyle Marketing, Jakarta: PT Gramedia Pusat Utama.

Cooper, Schnidler. (2011). Business Research Methods. 11th Edition. New York: McGraw-Hill Companies Inc.

Damayanti, C., Wahyono. (2019). Pengaruh Kualitas Produk, Brand Image terhadap Loyalitas dengan Kepuasan Sebagai Variabel Intervening. Management Analysis Journal vol (4) no 3.

Garry, Kotler, P., Amstrong. (2005). Dasar-Dasar Pemasaran, Jilid 1, Alih Bahasa Alexander Sindoro.

Humdiana. (2005). Analisis Elemen-Elemen Ekuitas Merek Produk Rokok Merek Djarum Black. Jakarta.

Kemdikbud.co.id (2020). Data Referensi Kementerian Pendidikan dan Kebudayaan https://referensi.data.kemdikbud.go.id/index51.php?kode=126008&level=3 diakses tanggal 12 April 2020.

Kotler. (2005). Manajemen Pemasaran. Jakarta: Erlangga.

Kotler, P., Keller, K.L. (2009). Marketing Management. 12th Edition. New Jersey: Pearson Education, Inc., Upper Saddle River.

Mourad, M., C. Ennew., W. Kortam. (2011). Brand equity in Higher Education. Marketing Intelligent and Planning Journal, Vol. 29 Iss 4 pp. 403 – 420.

Pinar, M., P. Trapp, T. Girald, T. Boyt. (2014). University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management, Vol. 28 Iss 6 pp. 616-634.

Shimp, AT., Andrews, JC. (2012). Advertising, Promotion, and Other Aspecs of Integrated marketing Communications. South Western: Cengange Learning.

Simamora, B. (2001). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel, Edisi 1. Jakarta: PT. Gramedia Pustaka Utama.

Suarna, IF. (2016). Analisis Ekuitas Merek Sari Roti di Bandung. Jurnal Ekubis.

Sugiono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Penerbit Alfabeta.

Published
2021-07-30