3. Abstract_TOC.pdf
- 1. vi Petra Christian University ABSTRACT Ivena Renata Chandra: Undergraduate thesis The Impact of Marketing Mix Elements toward Brand Equity through Brand Awareness and Brand Image as Mediators in Bakery Industry in Indonesia As the factor accompanying the rise of GDP of people in Indonesia, consumption habit in having meal is as well shifting from traditional staple to wheat based product such as bakery products. Knowing from this phenomenon, it is known that bakery industry in Indonesia is on the business’s concern recently. The effort in having good brand equity in the consumer’s eyes surely will bring long term profit for the companies that are playing in this industry. In order to have a good brand equity, marketing mix elements which are price, intensity of marketing activities, store image, and price deals are believed can be the effective strategy in the business competition. Moreover, the existence of brand awareness and brand image as mediators are also playing a big role in achieving good brand equity. This market research is conducted by spreading 158 questionnaires to bakery consumers in Surabaya. This data is analyzed using regression with mediating variable. The result is showing that intensity of marketing activities is not significantly impacting brand equity through brand awareness. Additionally, only price and store image give significant affect toward brand equity through brand image whereas intensity of marketing activities and price deals are not. Keyword: Bakery Industry, Marketing Mix, Price, Intensity of Marketing Activities, Store Image, Price Deals, Brand Awareness, Brand Image, Brand Equity.
- 2. vii Petra Christian University ABSTRAK Ivena Renata Chandra: Skripsi Pengaruh Elemen-Elemen Marketing Mix terhadap Ekuitas Brand melalui Kesadaran Merek dan Citra Merek sebagai Penengah di dalam Industri Bakery di Indonesia Sebagai fakor yang mengiringi naiknya GDP masyarakat Indonesia, kebiasaan konsumsi juga bergeser dari makanan-makanan tradisional ke produk yang berbahan tepung seperti bakery. Fenomena ini membuat industri bakery di Indonesia menjadi sorotan baru-baru ini. Memiliki ekuitas merek yang baik di mata konsumen tentu akan membuat penjualan jangka panjang meningkat untuk perusahaan-perusahaan yang bermain di bidang ini. Dalam pencapaian ekuitas merek yang bagus, marketing mix yang terdiri dari harga, intensitas dari aktifitas pemasaran, citra toko, dan promosi harga dipercaya dapat menjadi strategi yang efektif. Selain itu, kesadaran merek dan citra merek juga memiliki peran besar dalam menjadi penengah. Riset ini dilakukan dengan penyebaran kuesioner berjumlah 158 ke konsumen bakery di Surabaya. Data yang diperoleh selanjutnya dianalisa lebih lanjut menggunakan regresi dengan variabel mediator. Sebagai hasil, ditemukan bahwa intensitas dari aktifitas pemasaran tidak memberikan efek signifikan terhadap ekuitas merek yang diperantarai oleh kesadaran merek. Hasil lainnya menjunjukan bahwa hanya harga dan citra merek yang mempengaruhi ekuitas merek secara signifikan dengan perantara citra merek, sedangkan dengan perantara citra merek, intensitas dari aktifitas pemasaran dan promosi harga tidak memberikan hasil yang signifikan terhadap ekuitas merek. Kata kunci: Industri Bakery, Marketing Mix, Harga, Intensitas dari Aktifitas Pemasaran, Citra Toko, Promosi Harga, Kesadaran Merek, Citra Merek, Ekuitas Merek.
- 3. viii Petra Christian University TABLE OF CONTENTS TITLE PAGE ............................................................................................ i APPROVAL PAGE .................................................................................. ii STATEMENT OF AGREEMENT ............................................................ iii ACKNOWLEDMENT .............................................................................. iv ABSTRACT ............................................................................................. vi TABLE OF CONTENTS .......................................................................... viii LIST OF TABLES .................................................................................... xi LIST OF FIGURES .................................................................................. xiv LIST OF EQUATIONS ............................................................................ xvi LIST OF APPENDICES ........................................................................... xvii 1. INTRODUCTION 1.1. Research Background .................................................................... 1 1.1.1. Justification for The Research .............................................. 3 1.1.2. Statement of Research Problem ............................................ 5 1.2. Research Objectives ....................................................................... 6 1.3. Research Benefit ............................................................................ 6 2. THEORETICAL BACKGROUND ....................................................... 8 2.1. Concepts and Definitions ............................................................... 8 2.1.1. Price .................................................................................... 8 2.1.2. Intensity of Marketing Activities .......................................... 8 2.1.3. Store Image ......................................................................... 9 2.1.4. Price Deals .......................................................................... 10 2.1.5. Brand Awareness ................................................................. 10 2.1.6. Brand Image ........................................................................ 10 2.1.7. Brand Equity ........................................................................ 11 2.2. Relationship between Concepts ...................................................... 12 2.3. Summary of Relevant Research ..................................................... 14 2.4. Hypothesis ..................................................................................... 24 3. RESEARCH METHOD ........................................................................ 25 3.1. Type of Research Method .............................................................. 25 3.2. Description of Variables ................................................................ 27 3.2.1. Dependent Variable ............................................................. 27 3.2.1.1. Brand Equity ........................................................... 27
- 4. ix Petra Christian University 3.2.2. Mediating Variables ............................................................. 28 3.2.2.1. Brand Awareness .................................................... 28 3.2.2.2. Brand Image ........................................................... 29 3.2.3. Independent Variable ........................................................... 29 3.2.3.1. Price ........................................................................ 29 3.2.3.2. Intensity of Marketing Activities.............................. 30 3.2.3.3. Store Image ............................................................. 31 3.2.3.4. Price Deals .............................................................. 31 3.3. Description of Data ........................................................................ 32 3.3.1. Type of Data ........................................................................ 32 3.3.2. Source of Data ..................................................................... 35 3.3.3. Sampling Method ................................................................ 36 3.4. Analytical Method ......................................................................... 38 3.4.1. Justification of Data ............................................................. 38 3.4.2. Statistical Methods ............................................................... 39 3.4.2.1. Classic Assumption Test ......................................... 40 3.4.2.2. Regression with Mediating Variable ........................ 43 4. ANALYSIS AND RESULTS ................................................................ 46 4.1. Type of Research Method............................................................... 46 4.1.1. Descriptive Statistics ............................................................ 46 4.1.2. Justification of Data ............................................................. 49 4.1.2.1. Independent Variable: Price .................................... 50 4.1.2.2. Independent Variable: Intensity of Marketing Activities ................................................................ 50 4.1.2.3. Independent Variable: Store Image ......................... 51 4.1.2.4. Independent Variable: Price Deals .......................... 52 4.1.2.5. Mediation Variable: Brand Awareness .................... 53 4.1.2.6. Mediation Variable: Brand Image ........................... 54 4.1.2.7. Dependent Variable: Brand Equity .......................... 54 4.1.3. Classic Assumption Test ...................................................... 55 4.1.3.1. Multicollinearity Test .............................................. 56 4.1.3.2. Autocorrelation Test ................................................ 61 4.1.3.3. Heteroscedasticity Test ............................................ 65 4.1.3.4. Normality Test ........................................................ 74 4.1.4. Regression with Mediating Variable .................................... 86 4.1.4.1. T Test ...................................................................... 87 4.1.4.2. Sobel ....................................................................... 93 4.2. Discussions of the Results .............................................................. 96 4.2.1. The Impact of Intensity of Marketing Activities towards Brand Equity through Brand Awareness .............................. 96 4.2.2. The Impact of Price towards Brand Equity through Brand Image .................................................................................. 97 4.2.3. The Impact of Intensity of Marketing Activities towards Brand Equity through Brand Image ..................................... 98 4.2.4. The Impact of Store Image towards Brand Equity through Brand Image ........................................................................ 99 4.2.5. The Impact of Price Deals towards Brand Equity through
- 5. x Petra Christian University Brand Image ........................................................................ 100 5. SUMMARY AND RECOMMENDATION ........................................... 101 5.1. Summary and Conclusions.............................................................. 101 5.2. Recommendations .......................................................................... 103 5.3. Limitations of the Research ............................................................ 104 5.4. Suggestions for Further Research.................................................... 105 BIBLIOGRAPHY...................................................................................... 106 APPENDICES........................................................................................... 109
- 6. xi Petra Christian University LIST OF TABLES 1.1. Most Populous Countries in the World with GDP Growth Comparison ...................................................................................... 3 1.2. GDP Compositions by End User (2014) ........................................... 5 3.1. Classifications Questions .................................................................. 33 3.2. Target Questions .............................................................................. 34 3.3. Likert Scale ...................................................................................... 35 4.1. Reliability Statistics of Price ............................................................. 50 4.2. Item-Total Statistics of Price ............................................................ 50 4.3. Reliability Statistics of Intensity of Marketing Activities .................. 51 4.4. Item-Total Statistics of Intensity of Marketing Activities .................. 51 4.5. Reliability Statistics of Store Image .................................................. 51 4.6. Item-Total Statistics of Store Image .................................................. 52 4.7. Reliability Statistics of Price Deals ................................................... 52 4.8. Item-Total Statistics of Price Deals ................................................... 53 4.9. Reliability Statistics of Brand Awareness ......................................... 53 4.10. Item-Total Statistics of Brand Awareness ......................................... 53 4.11. Reliability Statistics of Brand Image ................................................ 54 4.12. Item-Total Statistics of Brand Image ................................................ 54 4.13. Reliability Statistics of Brand Equity ................................................ 54 4.14. Item-Total Statistics of Brand Equity ................................................ 55 4.15. Multicollinearity Coefficient Correlation Table 1 ............................. 56 4.16. Multicollinearity Coefficients 1 ........................................................ 57 4.17. Multicollinearity Coefficient Correlation Table 2 ............................. 57
- 7. xii Petra Christian University 4.18. Multicollinearity Coefficients 2 ........................................................ 58 4.19. Multicollinearity Coefficient Correlation Table 3 ............................. 59 4.20. Multicollinearity Coefficients 3 ........................................................ 59 4.21. Multicollinearity Coefficient Correlation Table 4 ............................. 60 4.22. Multicollinearity Coefficients 4 ........................................................ 61 4.23. Autocorrelation Coefficients 1 .......................................................... 62 4.24. Autocorrelation Coefficients 2 .......................................................... 62 4.25. Autocorrelation Coefficients 3 .......................................................... 63 4.26. Autocorrelation Coefficients 4 .......................................................... 63 4.27. Autocorrelation Coefficients 5 .......................................................... 64 4.28. Autocorrelation Coefficients 6 .......................................................... 65 4.29. Heteroscedasticity Coefficients 1 ...................................................... 67 4.30. Heteroscedasticity Coefficients 2 ...................................................... 68 4.31. Heteroscedasticity Coefficients 3 ...................................................... 69 4.32. Heteroscedasticity Coefficients 4 ...................................................... 71 4.33. Heteroscedasticity Coefficients 5 ...................................................... 72 4.34. Heteroscedasticity Coefficients 6 ...................................................... 73 4.35. Descriptive Statistics 1 ..................................................................... 76 4.36. Descriptive Statistics 2 ..................................................................... 78 4.37. Descriptive Statistics 3 ..................................................................... 80 4.38. Descriptive Statistics 4 ..................................................................... 81 4.39. Descriptive Statistics 5 ..................................................................... 83 4.40. Descriptive Statistics 6 ..................................................................... 85 4.41. T-test Coefficients 1 ......................................................................... 88
- 8. xiii Petra Christian University 4.42. T-test Coefficients 2 ......................................................................... 89 4.43. T-test Coefficients 3 ......................................................................... 90 4.44. T-test Coefficients 4 ......................................................................... 91 4.45. T-test Coefficients 5 ......................................................................... 92 4.46. T-test Coefficients 6 ......................................................................... 93
- 9. xiv Petra Christian University LIST OF FIGURES 1.1. FDI, Net Inflows (BoP, Current US$) ............................................... 4 2.1. Relationships between Concepts ....................................................... 12 2.2. Research Model of Journal 1 ............................................................ 15 2.3. Research Model of Journal 2 ............................................................ 17 2.4. Research Model of Journal 3 ............................................................ 19 2.5. Research Model of Journal 4 ............................................................ 21 2.6. Research Model of Journal 5 ............................................................ 23 3.1. First Model of Regression Test ......................................................... 43 3.2. Second Model of Regression Test .................................................... 43 4.1. Gender Distributions of the Respondents .......................................... 46 4.2. Occupation Distributions of the Respondents ................................... 46 4.3. Residence Distributions of the Respondents ..................................... 47 4.4. Average Expenditure per month Distributions of the Respondents .... 47 4.5. Frequency in Consuming Bakery Product per month Distributions of the Respondents............................................................................ 48 4.6. Most Consumed Bakery Brand Distributions of the Respondents ..... 49 4.7. Scatterplot of Intensity of the Impact of Marketing Activities towards Brand Equity........................................................................ 66 4.8. Scatterplot of the Impact of Intensity of Marketing Activities towards Brand Awareness ................................................................. 67 4.9. Scatterplot of the Impact of Intensity of Marketing Activities and Brand Awareness toward Brand Equity............................................. 69 4.10. Scatterplot of the Impact of Price, Intensity of Marketing Activities, Store Image, and Price Deals toward Brand Equity ........................... 70 4.11. Scatterplot of the Impact of Price, Intensity of Marketing Activities, Store Image, and Price Deals toward Brand Image ........................... 71
- 10. xv Petra Christian University 4.12. Scatterplot of the Impact of Price, Intensity of Marketing Activities, Store Image, Price Deals, and Brand Image toward Brand Equity ..... 73 4.13. Histogram of the Impact of Intensity of Marketing Activities towards Brand Equity .................................................................................... 75 4.14. Normal P-P Plot of Regression Standardized Residual of the Impact of Intensity of Marketing Activities towards Brand Equity................ 75 4.15. Histogram of the Impact of Intensity of Marketing Activities towards Brand Awareness ............................................................................. 77 4.16. Normal P-P Plot of Regression Standardized Residual of the Impact of Intensity of Marketing Activities towards Brand Awareness.......... 77 4.17. Histogram of the Impact of Intensity of Marketing Activities and Brand Awareness toward Brand Equity ............................................ 79 4.18. Normal P-P Plot of Regression Standardized Residual of the Impact of Intensity of Marketing Activities and Brand Awareness toward Brand Equity..................................................................................... 79 4.19. Histogram of the Impact of Price, Intensity of Marketing Activities, Store Image, and Price Deals toward Brand Equity ........................... 80 4.20. Normal P-P Plot of Regression Standardized Residual of the Impact of Price, Intensity of Marketing Activities, Store Image, and Price Deals toward Brand Equity................................................................ 81 4.21. Histogram of the Impact of Price, Intensity of Marketing Activities, Store Image, and Price Deals toward Brand Image ........................... 82 4.22. Normal P-P Plot of Regression Standardized Residual of the Impact of Price, Intensity of Marketing Activities, Store Image, and Price Deals toward Brand Image ................................................................ 83 4.23. Histogram of the Impact of Price, Intensity of Marketing Activities, Store Image, Price Deals, and Brand Image toward Brand Equity ..... 84 4.24. Normal P-P Plot of Regression Standardized Residual of the Impact of Price, Intensity of Marketing Activities, Store Image, Price Deals, and Brand Image toward Brand Equity.............................................. 85
- 11. xvi Petra Christian University LIST OF EQUATIONS Equation 3.1. Green’s Formula .................................................................. 38 Equation 3.2. Regression of LM Test ........................................................ 41 Equation 3.3. Skewness Ratio .................................................................... 42 Equation 3.4. Kurtosis Ratio ..................................................................... 42 Equation 3.5. Z Value Formula ................................................................. 44 Equation 3.6. Z Value Formula ................................................................. 44 Equation 4.1. Skewness Ratio .................................................................... 74 Equation 4.2. Kurtosis Ratio ..................................................................... 74 Equation 4.3. Z Value Formula ................................................................. 87 Equation 4.4. Z Value Formula ................................................................. 87
- 12. xvii Petra Christian University LIST OF APPENDICES A. Research Schedule ............................................................................... 109 B. List of Data .......................................................................................... 113 C. Detailed Data Calculations ................................................................... 131 D. Detailed Graphs ................................................................................... 165 E. Questionnaire ....................................................................................... 168