Analisa Pengaruh Brand Performance Terhadap Repurchase Intention Dengan Competitive Advantage Sebagai Variabel Mediasi Pada Erha Dermatology Surabaya

Kenny Willianto(1*),


(1) 
(*) Corresponding Author

Abstract


          Industri kosmetik di Indonesia mengalami peningkatan yang pesat. Hal ini menyebabkan meningkatnya persaingan dalam industri kosmetik. Banyaknya perusahaan yang bergerak dibidang kosmetik berlomba-lomba meningkatkan kualitas produk dan layanan mereka di pasar. Perusahaan kosmetik tersebut menggunakan brand performance mereka di pasar ditunjang dengan keunggulan bersaing mereka dalam memperoleh kepercayaan dari konsumennya.

           Penelitian ini bertujuan untuk menganalisa pengaruh Brand Performance terhadap Repurchase Intention dengan Competitive Advantage sebagai variabel mediasi pada Erha Dermatology.

           Penelitian ini akan dilaksanakan dengan menyebarkan angket / kuesioner kepada 100 orang responden yang telah menggunakan produk dan jasa dari Erha Dermatology selama 3 bulan terakhir. Metode penelitian yang digunakan merupakan pendekatan kuantitatif dengan menggunakan warp PLS.


Keywords


Brand performance, Competitive advantage, Repurchase intention, Erha, Dermatology

Full Text:

PDF

References


Aaker, David, (Springs 1996). Managing Brand Equity Across Product and Market. California Managing Reviews, 38(3), 9-21.

Aaker, J., Maheswaran, D., (1997). “Dimension of Brand Personality”, Journal of Consumer Research, 34(3), 347

A.B. Susanto dan Hilmawan Wijanarko. (2004). Power Branding : Membangun Merk Unggul dan Organisasi Pendukungnya. Jakarta : PT Mizan Publika Jakarta.

Baldauf, S., L. (2003). “The Deep Roots of Eukaryotes”, Journal of Marketing Science, 1703–1706

Berry, L., L. (2000) “Cultivating Service Brand Equity”, Journal of the Academy of Marketing Science, 28(1), 128-137

Bharadwaj, S., G., Varaderajan, P., R., Fahy, J. (1993) “Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions”, Journal of Marketing, 57(4), 83-99

Bhimrao M. Ghodeswar, (2008) "Building brand identity in competitive markets: a conceptual model", Journal of Product & Brand Management, 17(1), 4-12.

Chirani, E., Taleghani, M., & Monghadam, N. E. (2012). “Brand performance and Brand Equity”, Interdisciplinary Journal of Contemporary Research in Business, 1-4.

DeShields, J., Oscar, W., Kara, A., & Kaynak, E. (2005). Determinants of Business Student Satisfaction and Retention in Higher Education: Applying Herzberg's Two Factor Theory. International Journal of Educational Management, 19(2), 128-139

Fiol, C.M. and Lyles, M. (1985) “Organizational Learning. Academy of Management Review", 10, 803-813

Hague, P. N., & Jackson, P. (1994). The power of industrial brands, an effectiveroute to competitive advantage. London: McGraw-Hill

Hoffman, N. P. (2000). An Examination of the " Sustainable Competitive Advantage" Concept: Past, Present, and Future. Academy of Marketing Science Review , 1-16.

Kaleka, A. (2002). “Resources and Capabilities Driving Competitive Advantage in Export Markets: Guidelines for Industrial Exporters”, Industrial Marketing Management, 31(3), 273-283

Keller, K., L. (1993). “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing, 57(1), 1-22.

Keller, K. L. (1998). Strategic brand management, building, measuring, and managing brand equity. Upper Saddle River: Prentice-Hall

Keller, K. L., & Lehmann, D. R. (2003). Assessing long-term brand potential. Journal of Brand Management, 17(1), 6–17

Kim, S., C, Lee, H., Kim, C., Lee, S, (2005) "The service quality dimensions and patient satisfaction relationships in South Korea: comparisons across gender, age and types of service", Journal of Services Marketing, 19(3), 140-149

Knapp, J.,T, (2000). “Global Business and Organizational Exellence”, Journal of Organizational Exellence Banner, 20(1), 69-76

Lassar, W., Mittal, B., Sharma, A. (1995) "Measuring customer‐based brand equity", Journal of Consumer Marketing, 12(4), 11-19

Malhotra, N. K. (2004). Marketing research: an applied orientation (4th Edition). New Jersey: Upper Saddle River.

Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, Vol. 38, No. 1, pp. 131-142

Nurittamont, Wasutida, Ussahawanitchakit, & Phapruke. (2008). “The Influences of Brand Equity in Competitive Advantage and Performance of Spa Business in Thailand”, International Journal of Business Strategy, 8(2)

Quelch, J. A., & Harding, D. (1996). “Brands versus private labels: Fighting to win”. Harvard Business Review, 74, 99–109.

Wood, L. (2000). Brands and brand equity: definition and management. Management Decision, 1-8.


Refbacks

  • There are currently no refbacks.