Pengaruh Prestige, Satisfaction dan Corporate Communication Terhadap Brand Identification pada Toko Oke Doku

Otto Sugiharto Prakoso; Nur Rita Handayani; Muhammad Tohir

doi:10.31004/riggs.v4i3.2317

Authors

Otto Sugiharto Prakoso Institut Transportasi dan Logistik Trisakti
Nur Rita Handayani Akademi Pariwisata Paramitha
Muhammad Tohir Institut Transportasi dan Logistik Trisakti

DOI:

https://doi.org/10.31004/riggs.v4i3.2317

Keywords:

Gengsi, Identifikasi, Kepuasan Pelanggan, Komunikasi Korporat, Merek

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh prestige, kepuasan pelanggan (satisfaction), dan komunikasi korporat (corporate communication) terhadap identifikasi merek (brand identification) pada pelanggan Toko Oke Doku di Grand Mall Bekasi. Fenomena persaingan bisnis ritel yang semakin ketat menuntut perusahaan untuk membangun citra merek yang kuat guna meningkatkan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 115 responden menggunakan teknik simple random sampling. Instrumen penelitian diuji validitas dan reliabilitasnya sebelum dilakukan analisis regresi linier berganda dengan bantuan SPSS versi 17.0. Hasil penelitian menunjukkan bahwa hanya variabel kepuasan pelanggan yang berpengaruh signifikan terhadap identifikasi merek. Sementara itu, prestige dan komunikasi korporat tidak menunjukkan pengaruh yang signifikan. Implikasi dari temuan ini menunjukkan bahwa perusahaan perlu lebih fokus pada peningkatan pengalaman dan kepuasan pelanggan sebagai faktor kunci dalam membangun kekuatan identitas merek di tengah persaingan pasar yang kompetitif.

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