Pengaruh Bauran Pemasaran Terhadap Pembentukan Ekuitas Merek FItbar Di Jabodetabek

Abstract

Persaingan di industri healthy snack bar Indonesia semakin ketat, ditandai penyempitan selisih Top Brand Index antara Fitbar dan Soyjoy. Penelitian ini menganalisis pengaruh bauran pemasaran terhadap dimensi ekuitas merek serta pengaruh dimensi ekuitas merek terhadap ekuitas merek Fitbar pada konsumen usia 17-29 tahun di Jabodetabek. Variabel bauran pemasaran meliputi harga, citra produk, intensitas distribusi, dan intensitas iklan, sedangkan dimensi ekuitas merek terdiri atas kesadaran dan asosiasi merek, kesan kualitas, serta loyalitas merek. Data primer dikumpulkan melalui kuesioner terhadap 140 responden dan dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa harga dan intensitas iklan berpengaruh positif dan signifikan terhadap kesan kualitas. Intensitas distribusi dan intensitas iklan berpengaruh signifikan terhadap loyalitas merek. Citra produk berpengaruh signifikan terhadap kesadaran dan asosiasi merek, namun tidak terhadap kesan kualitas. Seluruh dimensi ekuitas merek terbukti berpengaruh positif dan signifikan terhadap ekuitas merek, dengan loyalitas merek sebagai kontributor terbesar.

Competition in Indonesia's healthy snack bar industry is intensifying, marked by a narrowing Top Brand Index gap between Fitbar and Soyjoy. This study analyzes the effect of marketing mix on brand equity dimensions and the effect of those dimensions on Fitbar's overall brand equity among consumers aged 17–29 years in Jabodetabek. Marketing mix variables include price, product image, distribution intensity, and advertising intensity, while brand equity dimensions consist of brand awareness and association, perceived quality, and brand loyalty. Primary data were collected via questionnaire from 140 respondents and analyzed using PLS-SEM. Results show that price and advertising intensity positively and significantly affect perceived quality. Distribution intensity and advertising intensity significantly affect brand loyalty. Product image significantly affects brand awareness and association, but not perceived quality. All brand equity dimensions positively and significantly influence overall brand equity, with brand loyalty as the strongest contributor.