THE EFFECT OF BRAND EQUITY ON CUSTOMER PERSPECTIVE PERFORMANCE IN FADKHERA

Muhammad Abdurrahman Mukhlis, Universitas Negeri Yogyakarta, Indonesia
Ratna Candra Sari, Universitas Negeri Yogyakarta

Abstract


Abstract The aim of this study is to determine the effect of brand equity on customer perspective performance in Fadkhera. This research is included in the comparative causal method with a quantitative approach. The number of samples taken in this study were 100 respondents. Purposive sampling was the sampling technique used in this study. The data collection technique used in this study was an instrument in the form of a questionnaire. This study uses a Partial Least Square data analysis technique model with: (1) Outer model to test the validity using convergent validity and discriminant validity techniques, and reliability testing using the measurement of the value of R Square and Cronbach's alpha. (2) Inner model to test the path coefficient, evaluate the value of R Square, and the stone-geisser test (Q2 ). (3) Hypotheses testing is carried out using the bootstrapping method. The results of this study indicate that brand equity has a positive and significant effect on customer perspective performance. This is proved by the results of the path coefficient showing the value of the original sample is 0.881. This can prove that brand equity has a positive relationship with customer perspective performance. In the T-statistics test, the value is greater than 1,66, which is 33,505. The R Square results for this study were 0.776.

Keywords: Brand Equity, Company Performance, Customer Perspective Performance

 

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek terhadap kinerja perspektif pelanggan pada Fadkhera. Penelitian ini termasuk dalam kausal komparatif dengan metode pendekatan kuantitatif. Jumlah sampel yang diambil pada penelitian ini sebanyak 100 responden. Teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling. Teknik pengambilan data dalam penelitian ini menggunakan instrumen berupa kuesioner. Penelitian ini menggunakan model teknik analisis data Partial Least Square dengan: (1) Outer model untuk melakukan uji validitas menggunakan teknik convergent validity dan discriminant validity, serta uji reliabilitas menggunakan pengukuran nilai R Square dan cronbach’s alpha. (2) Inner model untuk melakukan pengujian path coeficient, mengevaluasi nilai R Square, dan uji stone-geisser (Q2 ). (3) Uji hipotesis dilakukan dengan metode bootstrapping. Hasil penelitian ini menunjukkan bahwa ekuitas merek berpengaruh positif dan signifikan terhadap kinerja perspektif pelanggan. Hal ini dibuktikan dengan hasil path coeficient yang menunjukkan nilai dari original sample sebesar 0,881. Hal tersebut dapat membuktikan bahwa ekuitas merek memiliki hubungan positif terhadap kinerja perspektif pelanggan. Pada uji Tstatistics menunjukkan nilai di atas 1,66 yaitu sebesar 33,505. Hasil R Square pada penelitian ini sebesar 0,776.

Kata Kunci: Ekuitas Merek, Kinerja Perspektif Pelanggan, Kinerja Perusahaan


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