PENGUKURAN BRAND EQUITY JASA PENGIRIMAN BARANG DI PT. POS INDONESIA (PERSERO)

Sari

Tingkat persaingan jasa pengiriman barang semakin kompetitif, sehingga PT. Pos Indonesia (Persero) perlu melakukan pengukuran kekuatan merek dengan menggunakan metode Ekuitas Merek. Metode Ekuitas Merek terdiri dari beberapa elemen: Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, dan Loyalitas Merek. Berdasarkan hasil pengukuran, jasa pengiriman barang di PT. Pos Indonesia (Persero) sudah menempati posisi top of mind, tapi nilai rata-rata performance belum mencapai level puas. Namun PT. Pos Indonesia (Persero) sudah dapat membentuk brand image yang positif menurut konsumen. Sedangkan dari segi loyalitas, PT. Pos Indonesia (Persero) belum berada pada posisi tertinggi yaitu commited buyer, melainkan masih berada pada posisi liking the brand.

Kata Kunci: Ekuitas Merek, Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Loyalitas Merek

 

ABSTRACT

Competition level courier services is increasing, so PT. Pos Indonesia (Persero) have to measure their Brand Equity by using the Brand Equity methode. Brand Equity methode is composed of several elements: Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty. Based on the results of measurement courier services of PT. Pos Indonesia (Persero) has achieved top of mind, but the average value of performance has not yet reached the level of satisfaction. However, PT. Pos Indonesia (Persero) has been able to establish a positive brand image in by consumers. In terms of loyalty, PT. Pos Indonesia (Persero) has not been in the highest position is committed buyer, but still in a position of liking the brand.

Keywords: Brand Equity, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty