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Abstract
Penelitian ini menguji adanya hubungan antara pengalaman merek, kredibilitas merek, persepsi keunikan dengan kemauan konsumen membayar harga premium. Tujuan dari penelitian ini adalah untuk menguji adanya peran pengalaman merek terhadap kredibilitas merek, pengalaman merek terhadap persepsi keunikan, pengalaman merek terhadap kemauan konsumen membayar harga premium, kredibilitas merek terhadap kemauan konsumen membayar harga premium, dan persepsi keunikan terhadap kemauan konsumen membayar harga premium pada ponsel merek iPhone. Penelitian ini bersifat kuantitatif dengan teknik pengumpulan data sampel menggunakan teknik sampel acak atau non-profitability sampling. Populasi dalam penelitian ini adalah konsumen pengguna smartphone merek iPhone dan data yang digunakan adalah data primer yang membutuhkan 100 responden. Dalam menganalisa data menggunakan aplikasi SPSS. Hasil penelitian menyatakan bahwa seluruh hipotesis signifikan. Pengalaman merek, kredibilitas merek, dan persepsi keunikan berpengaruh positif terhadap kemauan membayar pada harga premium. Sedangkan kredibilitas merek dan persepsi keunikan juga berfungsi sebagai variabel mediator/intervening dari pengaruh positif pengalaman merek terhadap kemauan untuk membayar harga premium.
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References
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References
Aaker, D.A. (1996) ‘Measuring Brand Equity Across Products and Markets’, California Management Review, 38(3), pp. 102–120. Available at: https://doi.org/10.2307/41165845.
Albari, A. (2019) ‘Peran Kesadaran Dan Citra Merek Terhadap Preferensi Merek’, Benefit: Jurnal Manajemen dan Bisnis, 4(2), pp. 198–211. Available at: http://journals.ums.ac.id/index.php/benefit/article/view/9129.
Alok, K.R. and Srivastava, M. (2013) ‘The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context’, Journal of Competitiveness, 5(2), pp. 139–163. Available at: https://doi.org/10.7441/joc.2013.02.10.
Anselmsson, J., Bondesson, N.V. and Johansson, U. (2014) ‘Brand image and customers’ willingness to pay a price premium for food brands’, Journal of Product and Brand Management, 23(2), pp. 90–102. Available at: https://doi.org/10.1108/JPBM-10-2013-0414.
Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009) ‘Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?’, Journal of Marketing, 73(3), pp. 52–68. Available at: https://doi.org/10.1509/jmkg.73.3.52.
databoks.katadata.co.id (2017). Available at: https://databoks.katadata.co.id/datapublish/2017/02/02/samsung-dan-apple-pilihan-telepon-pintar-masyarakat-indonesia.
Dwivedi, A., Nayeem, T. and Murshed, F. (2018) ‘Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness’, Journal of Retailing and Consumer Services, 44, pp. 100–107. Available at: https://doi.org/10.1016/j.jretconser.2018.06.009.
Ghaleb, M. and Kaplan, B. (2019) ‘Brand Characteristics’ Effects on Yemeni Companies’ Willingness To Pay (Wtp) a Price Premium for Audit Services’, IJASOS- International E-journal of Advances in Social Sciences, 5(14), pp. 878–889. Available at: https://doi.org/10.18769/ijasos.592668.
Ghozali, I. (2005) Aplikasi Analisis Multivarians dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hovland, J. s and K. (1953) Communication and Persuasion: Psychological Studies of Opinion Change. New Haven: Yale University Press.
Huang, T.L. (2021) ‘Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment’, Journal of Retailing and Consumer Services, 58, p. 102256. Available at: https://doi.org/10.1016/j.jretconser.2020.102256.
Jiménez-Barreto, J. et al. (2020) ‘Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination’, Tourism Management, 79. Available at: https://doi.org/10.1016/j.tourman.2020.104101.
Keller, K.L. (2008) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3rd edn. Upper Saddle River: Person/Prentice Hall.
Kerviler, G.D. and Rodriguez, C.M. (2019) ‘Luxury brand experiences and relationship quality for Millennials: The role of self-expansion’, Journal of Business Research, 102, pp. 250–262. Available at: https://doi.org/10.1016/j.jbusres.2019.01.046.
Kirana, G.A. (2015) ‘TINJAUAN BRAND AWARENESSPADA MEREK iPhone’, Sekolah Tinggi Ilmu Ekonomi Kesatuan [Preprint], (July). Available at: https://doi.org/10.13140/RG.2.2.15024.87045.
Lumba, M.G. (2019) ‘Peran Brand Love Terhadap Brand Loyalty Dan Willingness To Pay Premium Price Pada Pembeli Iphone Di Surabaya’, Agora, 7(1), p. 287271.
Maulana and Rosmayati (2020) Strategi Bisnis Perusahaan: Suksesnya Steve Jobs dan Steve Wozniak Menciptakan Komputer Pertama Mereka di Apple Inc. Bandung: Guepedia.
Nayeem, T., Murshed, F. and Dwivedi, A. (2019) ‘Brand experience and brand attitude: examining a credibility-based mechanism’, Marketing Intelligence and Planning, 37(7), pp. 821–836. Available at: https://doi.org/10.1108/MIP-11-2018-0544.
Netemeyer, R.G. et al. (2004) ‘Developing and validating measures of facets of customer-based brand equity’, Journal of Business Research, 57(2), pp. 209–224. Available at: https://doi.org/10.1016/S0148-2963(01)00303-4.
Nysveen, H., Pedersen, P.E. and Skard, S. (2013) ‘Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions’, Journal of Brand Management, 20(5), pp. 404–423. Available at: https://doi.org/10.1057/bm.2012.31.
Rao and Monroe (1996) ‘Causes and Consequences of Price Premiums’, The Journal of Business, 69(4), pp. 511–535.
Shahzad, M.F. et al. (2019) ‘Impact of smartphone brand experience on brand equity: With mediation effect of hedonic emotions, utilitarian emotions and brand personality’, Journal of Islamic Marketing, 10(2), pp. 440–464. Available at: https://doi.org/10.1108/JIMA-04-2017-0045.
Verdilla, V. and Albari, A. (2018) ‘Dampak Dimensi Ekuitas Merek Dalam Membentuk Minat Beli Ulang’, Jurnal Manajemen Maranatha, 17(2), pp. 81-90. Available at: https://doi.org/10.28932/jmm.v17i2.802.
Yu, X. et al. (2021) ‘A new form of brand experience in online social networks: An empirical analysis’, Journal of Business Research, 130(June 2019), pp. 426–435. Available at: https://doi.org/10.1016/j.jbusres.2020.02.011.