PENGARUH PERSONA MEREK TERHADAP EKUITAS MEREK DAN MINAT BELI KONSUMEN GENERASI Z DI RESTORAN DAN CAFÉ DI KOTA SURABAYA
Abstract
Generasi Z memiliki peranan penting dalam konsumsi industri makanan dan minuman menimbang generasi ini akan menjadi potensi umur produktif yang besar di beberapa tahun yang akan mendatang dan potensial bagi bisnis. Namun, penelitian dengan topik brand personality, brand equity, dan buying intention belum popular dan diteliti secara spesifik dengan objek generasi Z. Padahal, secara teori generasi, mereka memiliki karakteristik yang berbeda dengan generasi pendahulunya. Maka dari itu, peneliti akan mengkaji pengaruh Brand Personality terhadap Brand Equity, dan Minat Beli Konsumen Generasi Z di Industri Food & Beverage Indonesia. Metode penelitian ini menggunakan metode kuantitatif multivariat dan menggunakan aplikasi SMART-PLS. Peneliti mengolah 98 data kuesioner utama dengan sampel konsumen Gen Z dengan rentang kelahiran 1997-2006 dan pernah membeli produk makanan dan minuman di restoran atau Café di Surabaya dalam rentang waktu setahun terakhir. Hasil penelitian mengungkapkan hasil yang positif dan signifikan antara Brand Personality terhadap Brand Equity, Brand Equity terhadap Purchase Intention, dan Brand Personality terhadap Purchase Intention.
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Wantini, E., & Yudiana, F. E. (2021). Social media marketing and brand personality to brand loyalty with brand trust and brand equity as a mediator. Indonesian Journal of Islamic Economics Research, 3(1), 1-14.
Wong, K. K. K. (2019). Mastering partial least squares structural equation modeling (PLS-Sem) with Smartpls in 38 Hours. IUniverse.
Zorn, R. L. (2017). Coming in 2017: A New Generation of Graduate Students—The Z Generation. College and University; Washington, 92(1), 61.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership. New York: The Free Press
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
Ahmad, A., Swain, S., Singh, P. K., Yadav, R., & Prakash, G. (2021). Linking brand personality to brand equity: measuring the role of consumer-brand relationship. Journal of Indian Business Research, 13(4), 586-602.
Agussetyaningsih, R., & Baihaqi, A. I. (2023). Pendampingan Digitalisasi UMKM “Warung Ana” Dalam Upaya Pengembangan Usaha di Era Digital. Jurnal Inovasi dan Pengabdian Kaa Mieera, 1(1), 30-39.
Azzari, V., & Pelissari, A. (2021). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. BBR. Brazilian Business Review, 17, 669-685.
Borusiak, B., Szymkowiak, A., Horska, E., Raszka, N., & Żelichowska, E. (2020). Towards building sustainable consumption: A study of second-hand buying intentions. Sustainability, 12(3), 875.
Campbell, J. M., & DiPietro, R. B. (2014). Sign of the times: Testing consumer response to local food signage within a casual dining restaurant. Journal of Retailing and Consumer Services, 21(5), 812–823.
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center, 17(1), 1-7.
Dinas Kebudayaan dan Pariwisata Provinsi Jawa Timur. (2019). Jumlah Rumah Makan/Restoran di Provinsi Jawa Timur Menurut Kabupaten/Kota, 2014-2018. https://jatim.bps.go.id/statictable/2019/10/08/1578/jumlah-rumah-makan%20restoran-di-provinsi-jawa-timur-menurut-kabupaten-kota-2014-2018.html
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307–319.
DSS. (2023). Jumlah Kunjungan Wisatawan. Retrieved from: https://edata.surabaya.go.id/dss/v2/blog/detail/28
Francis, T., & H. F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company.
Fratrièová, J., & Kirchmayer, Z. (2018). Barriers to work motivation of generation Z. Journal of human resource management, 21(2), 28-39.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89(1), 462-474.
Garanti, Z., & Kissi, P. S. (2019). The effects of social media brand personality on brand loyalty in the Latvian banking industry: The mediating role of brand equity. International Journal of Bank Marketing, 37(6), 1480-1503.
De Guzman, M., Tabaquin, K. L., Dimaunahan, P. J., & Dimaculangan, E. (2022). Impact of Apple’s Brand Equity Towards Purchase Intentions of Gen Z Thomasians on Secondhand Apple Products. International Journal of Social and Management Studies, 3(5), 116-124.
Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International journal of research in marketing, 26(2), 97-107.
Huifeng, P., & Ha, H. Y. (2021). Temporal effects of online customer reviews on restaurant visit intention: the role of perceived risk. Journal of Hospitality Marketing & Management, 30(7), 825-844.
Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.
Keller, K. L. (2014). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River: Prentice Hall.
Kementrian Perindustrian Republik Indonesia (2022). Kementerian Perindustrian. Retrieved from: https://kemenperin.go.id/
Kemenperin.go.id. (2022). Kontribusi Industri Makanan dan Minuman Tembus 37,77 Persen. Retrieved from: https://www.kemenperin.go.id/artikel/23393/Kontribusi-Industri-Makanan-dan-Minuman-Tembus-37,77-Persen
Kusmaryono, I., Wijayanti, D., & Maharani, H. R. (2022). Number of Response Options, Reliability, Validity, and Potential Bias in the Use of the Likert Scale Education and Social Science Research: A Literature Review. International Journal of Educational Methodology, 8(4), 625-637.
Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.
Marquardt, A. J., Kahle, L. R., O’Connell, D. P., & Godek, J. (2017). LOV measures: using the list of values to measure symbolic brand equity (an abstract). In Stieler, M. (Ed.), Creating Marketing Magic and Innovative Future Marketing Trends, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham, pp. 283-284.
Santoso, L. W., & Setiawan, A. (2008). Perancangan Dan Pembuatan Aplikasi Profil Kota Surabaya Sebagai Sarana Promosi Pariwisata Dengan Menggunakan Java ME. Jurnal Ilmiah Komputer, 6(2), 190-199.
Scarpi, D., Pizzi, G., & Raggiotto, F. (2019). The extraordinary attraction of being ordinary: A moderated mediation model of purchase for prototypical products. Journal of Retailing and Consumer Services, 49, 267-278.
Sugiyono. (2013). Metode Penelitian Manajemen. Pendekatan Kuantitatif, Kualitatif, Kombinasi, Tindakan Kelas dan Evaluasi. Bandung: Alafabeta.
Sugiyono, S., & Lestari, P. (2021). Metode Penelitian Komunikasi (Kuantitatif, Kualitatif, dan Cara Mudah Menulis Artikel pada Jurnal Internasional). Bandung: Alafabeta.
Tien, N. H., Vu, N. T., & Tien, N. V. (2019). The role of brand and brand management in creating business value case of Coca-Cola Vietnam. International Journal of Research in Marketing Management and Sales, 1(2), 57-62.
Trenggonowati, D. L., & Kulsum, K. (2018). Analisis faktor optimalisasi golden age anak usia dini studi kasus di kota cilegon. Journal Industrial Servicess, 4(1).
Vițelar, A. (2019). Like me: Generation Z and the use of social media for personal branding. Management Dynamics in the Knowledge Economy, 7(2), 257-268.
Wantini, E., & Yudiana, F. E. (2021). Social media marketing and brand personality to brand loyalty with brand trust and brand equity as a mediator. Indonesian Journal of Islamic Economics Research, 3(1), 1-14.
Wong, K. K. K. (2019). Mastering partial least squares structural equation modeling (PLS-Sem) with Smartpls in 38 Hours. IUniverse.
Zorn, R. L. (2017). Coming in 2017: A New Generation of Graduate Students—The Z Generation. College and University; Washington, 92(1), 61.
Published
2024-05-26
How to Cite
Gunawan, L., & Assaf, R. (2024). PENGARUH PERSONA MEREK TERHADAP EKUITAS MEREK DAN MINAT BELI KONSUMEN GENERASI Z DI RESTORAN DAN CAFÉ DI KOTA SURABAYA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 551-568. https://doi.org/10.31955/mea.v8i2.4073
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Articles
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