HUBUNGAN EKUITAS MEREK DAN KINERJA PERUSAHAAN

Sebuah Telaah Kritis Artikel Kim dan Kim (2004)

  • Alexander Joseph Ibnu Wibowo Universitas Prasetiya Mulya

Abstract

This study aims to analyze the relationship between customer-based brand equity and company performance based on a scientific article entitled "Measuring customer-based restaurant brand equity - investigating the relationship between brand equity and firms' performance" written by Kim and Kim (2004), and published in the journal Cornell Hotel and Restaurant Administration Quarterly, Vol. 45 Issue 2, pp. 115-131. Critical review is addressed both on the theory aspects and method. This study also describes the trends of previous researches on brand equity in Indonesia, including those related to fast food. This study is expected to be able to explain in more detail the comparison of findings of Kim and Kim (2004) in Korea, and those in Indonesia by Putri, et al. (2015), and Lupani and Jorie (2015). The findings of Putri, et al. (2015) are similar to those of Kim and Kim (2004) in which KFC brand equity ranked second highest after McDonald's in Korea. Korean consumers are more loyal to KFC restaurants than Indonesian consumers. So, Indonesian consumers are more likely to switch to other brands. Furthermore, the findings of Lupani dan Jorie (2015) are different from the ones of Kim dan Kim (2004). Lupani dan Jorie (2015) states that the perception of restaurant quality received the highest rating, whereas the opposite phenomenon is shown by Kim and Kim (2004).


Keywords—Customer-Based Brand Equity, Performance, Korea, Indonesia, Literature Review


Abstrak


Makalah ini bertujuan untuk menganalisis hubungan antara ekuitas merek berbasis pelanggan dan kinerja perusahaan berdasarkan artikel ilmiah yang ditulis oleh Kim dan Kim (2004). Tulisan mereka berjudul "Measuring customer-based restaurant brand equity - investigating the relationship between brand equity and firms' performance" dimuat di jurnal Cornell Hotel and Restaurant Administration Quarterly, Vol. 45 Issue 2, pp. 115-131. Telaah kritis dilakukan baik terhadap aspek substansi teori maupun metode. Tulisan ini memaparkan pula tren penelitian sebelumnya tentang ekuitas merek dalam konteks Indonesia, termasuk tren yang berkaitan dengan makanan cepat saji. Kajian ini diharapkan mampu menjelaskan secara lebih mendalam lagi perbandingan antara temuan studi Kim dan Kim (2004) dalam konteks Korea dengan temuan studi lain dalam konteks Indonesia, yang ditunjukkan oleh studi Putri, dkk. (2015) serta Lupani dan Jorie (2015). Temuan Putri, dkk. (2015) serupa dengan hasil penelitian Kim dan Kim (2004) di mana ekuitas merek KFC menempati rating tertinggi kedua setelah McDonald’s di Korea. Selain itu, konsumen Korea lebih loyal terhadap restoran KFC dibandingkan konsumen Indonesia. Jadi, konsumen Indonesia memiliki kemungkinan lebih besar untuk beralih ke merek selain KFC. Lebih lanjut, temuan studi Lupani dan Jorie (2015) berbeda sekali dengan temuan studi Kim dan Kim (2004). Lupani dan Jorie (2015) menyampaikan bahwa persepsi kualitas restoran memperoleh penilaian tertinggi. Sebaliknya, Kim dan Kim (2004) menyebutkan bahwa persepsi tersebut memperoleh penilaian terendah.


Kata kunci—Ekuitas Merek Berbasis Pelanggan, Kinerja, Korea, Indonesia, Telaah Literatur

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Published
2019-01-11
How to Cite
WIBOWO, Alexander Joseph Ibnu. HUBUNGAN EKUITAS MEREK DAN KINERJA PERUSAHAAN. Jurnal Manajemen Indonesia, [S.l.], v. 18, n. 3, p. 235-250, jan. 2019. ISSN 2502-3713. Available at: <//journals.telkomuniversity.ac.id/ijm/article/view/1735>. Date accessed: 28 mar. 2024. doi: https://doi.org/10.25124/jmi.v18i3.1735.

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