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BUILDING INFORMATION TECHNOLOGY MODEL IN SMEs SUPPLY CHAIN MANAGEMENT: REVIEW

BUILDING INFORMATION TECHNOLOGY MODEL IN SMEs SUPPLY CHAIN MANAGEMENT: REVIEW

 

Dina Mellita

Faculty of Economics

Bina Darma University

dinamellita@mail.binadarma.ac.id

 

 

ABSTRACT

To almost all economies in the world, Small and Medium Scale Enterprises (SMEs) is important due to it’s role in contributing  to economic development of many countries around the world.  With no exception, SMEs  also have to be competitive and resilient to survive in today’s challenging environment In this area, competition not only between firm but between Supply Chain. Supply Chain Management (SCM) literature proposes that integrated control of these multi-firm network can provide significant benefit.  The utilization of information technology (IT) in turn, is considered an imperative requirement for managing these network and has been associated with significant supply chain efficiency improvements. The flexibility, quick decision-making, and co-operation from employees of the SMEs characteristic should build a specific patern of IT for this kind of firm. This paper provide a framework that constructs the model of IT specifically for SME’s Supply Chain Management. It’s conclude that IT is powerful technology for communication at the buyer-supplier interface in SMEs. Electronicmail (E-mail), Application Software, Internet Network, website and even SMS can lead the supply chain in area of buyer supplier partnership and beteer co-ordination and ensure competitive advantage of SMEs

 

Field of Research: Supply Chain Management (SCM), Information technology, Small and Medium Scale Enterprises (SMEs)

———————————————————————————————————————————-

 

1. Introduction

Supply Chain Management (SCM) is defined as a series of interconnected activities which are concerned with planning, coordinating and controlling materials, parts and finished goods form supplier to customer (Stevens, 1989). SCM is one of the most powerful executive paradigms for competitive advantage of production companies and service providers (Gunasekaran, 2004). Today, organizations or individual firm are not important but rather the creation of added value occurs in the supply chain and its management. Just as competition has increased, customer expectations are also constantly changing. In other words,  more emphasis needs to be put on faster distribution, higher customer orientation, and better service quality and by timely access to information different production and distribution sectors should be supported.

To the effectiveness control of today’s complex supply chains the use of Information Technology (IT) considered important. Recent study explored that there is so many benefit brought about by IT to the industries. Within the application of IT, industry can improve supply chain agility, reduce cycle time, achieve higher efficiency, and deliver products to customer in a timely manner (Radjou, 2003). Besides, the implementation of IT in the SCM can enable a firm to develop and accumulate knowledge stores about its customers, suppliers and market demands, which in turn influences firm performance (Tippins, and Sohi, 2003).

However, current status of literature indicates that the impact IT in terms of SCM in the large firm leaving out SMEs who anyways start with a disadvantage due to their inherent resource constraints. Given that majority of the firms in economies today are Small and Medium Enterprises (SMEs), they are the ones that are acquired effective and efficient in gaining global competition and play very fundamental function in the economies of many developing countries through the creation of employment and provision of support services to larger firms (UNCTAD, 1993). Some research found that SMEs face a number of challenges which are likely to explain the performance of their supply chains and their survival, one of them is information technology accessibility (Onugu , 2005). Due to these identified limitations in the previous literature, this paper tend to built a model for IT model specifically on SMEs’ SCM.

 

2. Supply Chain Management and IT

Today, SCM is a critical element in today’s highly complex and competitive business  environment. It has direct influence on key issues like cost to market, time to market, responsiveness to changing customer demands and market dynamics and the overall business. SCM has received attention since early 1980’s (Moore, 2008).it can be described as a path of value creation frombasic producer through customer including all transportation and logistic sevices that connect them. In other words, SCM is a system which includes material suppliers, production facilities, distribution services and customer linked together by the feed forwars flow of materials and the feedback flow of formation (Stevens, 1989).

Supply chain management confines the notion of an organization to coordinate the activities from procurement to the final customer. Each component of the SCM activity supports another by focusing on each component operations across firms’ boundaries (McIvor and McHugh, 2000). Procurement in almost literature consider vital aspect of supply chains. According to Carr (1996), the constructs of procurement practices are strategic purchasing, purchasing risk taking and purchasing knowledge and skill.  Strategic purchasing involves planning, evaluating, implementing and controlling the operational activities of the purchasing function an effort to meet the objectives of the firm. Purchasing risk taking is about the long term focus of the purchasing function to take on risk when appropriate opportunities present themselves and relentless pursuit of company objectives by purchasing professionals. Then, the construct of purchasing knowledge and skills looks at the extent to which persons handling the procurement function exhibit high purchasing knowledge and skills. This includes ensuring that persons handling the procurement function are qualified, have the skills to monitor and interpret supply market changes as well as handle aspects of relationship with suppliers.

SCM requires a serious integration from planning process to order and sales. Niu (2010) recognize the components of a linear supply chain as upstream supply chain, internal supply chain and downstream supply chain. Each component of the SCM activity supports another by focusing on each component operations across firms’ boundaries (McIvor and McHugh, 2000). In order to be successful in SCM, firms should share their stock, production and promotion estimations and plan with customers and suppliers which form the other rings of the chain. In this area, Information access and data transfer are highly recommended in SCM systems.  Reservation of information and avoiding use use of technology by some firms reduce pace and effectiveness of supply chain.

Jaana Auramo et al (…..) investigates the role of IT in SCM, They develop three different types of IT in use in SCM as follows: transaction processing, supply chain planning and collaboration, order tracking and delivery coordination. Transaction processing stands for the use IT for increasing the efficiency of repetitive information exchanges between supply chain partners. In this type of IT use the exchange information is typically related to such task as order processing, billing, delivery verification, generating and sending dispatch advices and producing order quotes. The supply chain planning and collaboration type represents the use of IT for sharing planning-related information such as demand forecasts and other demand information, inventory information, and producing capacity information, with the intention of increasing the effectiveness of the supply chain. And the last is the third type of IT use in SCM, order tracking and delivery coordination which refers to the monitoring of individual orders or shipments, which include of component or final product, with the aim of coordinating their delivery or conveying timely information of their location.

 

SCM IN SME

Small and Medium enterprises are defined in several ways, but most commonly as firm that have up to 250 employees. In other literature, SMEs describe as an entity which deploys limited resources due to its small size, with less information and integration, and employs less trained workers with short-term goals 9Persona et al., 2004).  As a group, these enterprises already provide wide-scale employment: jobs in small and medium enterprises account for more than half off all formal employment worldwide and 45% of formal employment in developing countries (Ayyagari et al, 2007). SMEs are seen by many national governments and international development organizations as important engines of innovation, economic growth, employment and poverty reduction.

SCM is perceived by SMEs differently. In several researches assumes that SMEs do not perceive their supplier to be their partners, rather, they perceive them to be a process which protects them against lack of production (Udomleartpresert et al., 2003). Udemleartpresert proposed Vertical Chain Management Model to increase SME’s bargaining power and relationship with customer. The of this model is to maximizing bilateral benefits with supplier in the chain and gaining bargaining power over supplier through establishment of a union by SMEs operating in the same sector.

Most studies on SCM did not take the size of firm as consideration. It means there is no sufficient research on to what extent SCM fits to SMEs and whether it is right to implement exactly the same SCM, which is implemented on big firms, on SMEs. Arend and Wisher (2005) found that SMEs do not implemented SCM rightly, they do not use SCM strategies fullyand they do not select SCM freely. In fact, there is week harmony between SCM and SMEs. Within their study, it was concluded that SMEs are willing to use supply chain after they begin using their supplier’s electronic data interchange (EDI) system.

In the research conducted by Hatice Cahpmar (2007) on SME Supply Chain Management Model, it was concluded that SMEs Supply Chain devided into 2 stage. The first stage of the model takes places place in supply and production centers and the scond stage takes place in product and customer center in consideration of their ffeatures and qualification. In supply-production stage of the model there are supply center, customer center and production center. SME union, which is among these institutions, provides integration among institutions at the first stage. The second stage, which is product-customer center, consist of bulk supplier, retail  dealer and customer center, there is information flow in the opposite direction.

 

Figure 1. SME Supply Chain Management Model

 

 Information Technology in SME

As competition began to increase, and the supply-based market was replaced by the consumer-based market where there were plenty of suppliers to satisfy the consumer’s demand, corporations were compelled to improve their performance in order to survive in this everchanging market. Thus, rapid changes in information technology (IT) force enterprises to adapt new development. In other words, IT is critical to the success of most businesses especially small and medium sized enterprises (SMEs).

 

In the late nineties, web-based technologies were introduced and corporations started realizing the immense potential carried by these technologies.

 

 

 

 

Based on the objective of this study that is to examine the influence of student trainees’ bullying experiences and emotional dissonance on their subsequent career intentions, the above theoretical framework was developed (Figure 1). The instrument used was adopted from Rayner & Hoel (1997), Chu & Murrmann (2006) and Zahari (2004) earlier related studies.

6. Methodology

6.1 Sample and data collection method

Diploma students majoring in culinary arts and hotel management from two universities in Malaysia was the focus of this study based on their prior practicum training experiences in various hotels in Malaysia. A structured group-administered questionnaire using 7-point Likert scale was used in assessing the students’ self-reported experiences and feedbacks. The students were gathered and asked to respond to the questionnaire in a group administered setting in the faculty conference halls.

 

6.2 Instrumentation

The following Table 1 indicates the measures of the study variables used in the study. The instrument items were adopted from previous studies by Rayner, & Hoel, (1997), Dormann & Zapf (2004), Chu & Murrmann (2006), Maslach & Jackson (1986) and Zahari (2004).

 

 

7. Finding & Discussion

7.1 Reliability analysis

The Cronbach’s alpha coefficient value for all variables in the study revealed a range of coefficient value from .78 to .82 accordingly. The dependent variable of subsequent career intentions scale had a high reliability coefficient of .82 as compared to the independent variables. The independent variables of workplace bullying and emotional dissonance had coefficient values of .78 and .79 respectively.

 

7.2 Descriptive statistics & analysis

The findings showed that the distribution of gender was higher for females with a total of 157 female respondents (67.7%). On the other hand, there were 75 male respondents or 32.3 percent out of the total respondents. The age of the respondents showed that most of them were 21 years old, 13.4% were 20 years old and the rest (15.1%) were above 21 years old.

 

 

8. Conclusion and Future Recommendation

Although the findings showed significant influences of workplace bullying on student trainees’ subsequent career intentions and emotional dissonance experiences did not, more detail investigation is recommended to seek and better clarify other variables similar to this study. The findings provide human resource or training managers with information on how to deal with and eliminating bullying behavior or even tendencies to do so..

 

Acknowledgement

This paper is under scholarship of the university.

 

References

Abraham, R. (1999). Emotional dissonance in organizations: conceptualizing the roles of self-esteem and job-induced tension, Leadership & Organization Development Journal, 20(1), 18-25.

 

Bloisi, W., & Hoel, H. (2008). Abusive work practices and bullying among chefs: A review of the literature. International Journal of Hospitality Management, 27, 649-656.

 

Bubany, S. T., Krieshok, T. S., Black, M. D., & McKay, R. A. (2008). College students’ perspectives on their career decision making. Journal of Career Assessment, 16(2), 177-197.

 

Abraham, R. (1999). Emotional dissonance in organizations: conceptualizing the roles of self-esteem and job-induced tension, Leadership & Organization Development Journal, 20(1), 18-25.

 

Bloisi, W., & Hoel, H. (2008). Abusive work practices and bullying among chefs: A review of the literature. International Journal of Hospitality Management, 27, 649-656.

 

Bubany, S. T., Krieshok, T. S., Black, M. D., & McKay, R. A. (2008). College students’ perspectives on their career decision making. Journal of Career Assessment, 16(2), 177-197.

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Sistem Keuangan Mikro (Microfinance) Berbasis Syariah Sebagai Alternatif Dalam Meningkatkan Pembangunan Sosial Ekonomi Usaha Kecil Menengah di Indonesia

Sistem Keuangan Mikro (Microfinance) Berbasis Syariah Sebagai Alternatif Dalam Meningkatkan Pembangunan Sosial Ekonomi Usaha Kecil Menengah di Indonesia

Dina Mellita
Universitas Bina Darma
Jalan Jenderal Ahmad Yani No.12, Palembang
Pos-el: dinamellita@mail.binadarma.ac.id

Abstrak
Pertumbuhan ekonomi dan pesatnya pembangunan industry membawa Indonesia menjadi salah satu ekonomi paling terbuka di dunia. Sebagai Negara yang sedang berkembang, pemerintah membuat kebijakan untuk mendorong usaha kecil menengah untuk semakin kompetitif dalam menghadapi perekonomian yang semakin global. Sebagai suatu negara yang penduduknya mayoritas muslim berdampak juga pada system pembiayaan dan mikro kredit UKM. Selama ini, UKM memiliki kendala dalam aksesnya untuk mendapatkan sumber pembiayaan. Jaminan dan skala usaha yang tidak sesuai dengan persyaratan pembiayaan menjadi kendala utama bagi UKM untuk mendapatkan pembiayaan. Agar dapat bertahan dalam lingkungan bisnis global yang semakin kompetitif, pembiayaan dan kredit mikro untuk UKM berbasis syariah menjadi salah satu alternative untuk meningkatkan kinerja dari UKM. Kajian ini membahas perkembangan keuangan mikro (microfinance) berbasis syariah sebagai salah satu alternative dalam sumber pembiayaan pada UKM. Keuangan mikro pada system perekonomian Indonesia dikaji melalui tiga indikator yaitu, Bank Perkreditan Rakyat Syariah (BPRS), Baitul Maal wat Tamwil (BMT) dan produk-produk keuangan syariah. Hasilnya, walaupun keuangan mikro yang berbasis syariah tidak sepopuler yang dimiliki oleh konvensial, namun system keuangan mikro berbasis syariah ini perlu untuk dijadikan sebagai salah satu alternative sebagai sumber keuangan untuk UKM.

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SEM

 

Structural Equation Modelling (SEM) Dalam Membangun Ekuitas Merek

(Brand Equity) Universitas Bina Darma

Dina Mellita, Wiwin Agustian

Lecturer at Universitas Bina Darma

Jalan Jenderal Ahmad Yani No.12, Palembang

Pos-el: dmellita@yahoo.com

______________________________________________________________

Abstract:This study purposes a brand equity at Bina Darma University from their student prespective and it uses structural equation model to analyze the model’s appropriateness. This study proceeds with random sampling along with face-to-face questionnaire to the 103 student as a sample. Brand equity employed with 5 indicators, there are brand awareness, perceived quality, brand loyalty, brand reliabilityand brand feeling. Descriptive statistics shows respondents highly agree with the BDU brand equity.But from the result it is shows that there is room from continous improvement especially on curriculum improvement. Moreover, the proposed model displays the rigorous and robust method of SEM and the statistically significant level of the model fits into the likert scales (from GFI and CFI). It reveals that management should focus on brand equity that will reflect BDU performance.

Keywords: brand equity, structural equation modelling

Abstrak: Penelitian ini bertujuan untuk mendeskripsikan ekuitas merek Universitas Bina Darma melalui analisis Structural Equation Modelling (SEM). Dengan menggunakan teknik random sampling terhadap 103 mahasiswa UBD data diolah dengan menggunakan analisis deskriptif dan inferensial. Hasil analisis deskriptif menunjukkan ekuitas merek yang dilihat dari responden yang merupakan mahasiswa UBD cukup tinggi. Walaupun demikian, ada beberapa hal yang harus diperhatikan dan ditingkatkan khususnya pada perbaikan dan peningkatan kurikulum. Model yang disajikan melalui analisis SEM memperlihatkan model yang sesuai dengan data, yang dilihat dari ondeks GFI dan CFI. Hal ini berarti bahwa pihak-pihak terkait harus memperhatikan indikator-indikator pada ekuitas merek dalam meningkatkan mutu agar dapat bersaing dengan perguruan tinggi lain.

Kata kunci:ekuitas merek, structural equation modelling

_______________________________________________________________________________________



A.Latar Belakang

Dewasa ini, Brand Equity atau ekuitas merek merupakan salah satu konsep yang menjadi fokus utama dalam bidang pemasaran. Brand equity dapat didefinisikan sebagai nilai tambah yang dibawa suatu merek produk barang atau jasa melebihi manfaat fungsional yang diberikan produk atau jasa itu sendiri. Kotler dan Armstrong (2004), mengartikanbrand equity sebagai efek diferensiasi yang positif yang dapat diketahui dari respon konsumen terhadap barang atau jasa. Jadi brand equity adalah kekuatan suatu brand yang dapat menambah atau mengurangi nilai dari brand itu sendiri yang dapat diketahui dari respon konsumen terhadap barang atau jasa yang dijual.

Memahami brand equity merupakan suatu proses dimana seseorang atau pihak-pihak yang terkait mengidentifikasi bagaimana keseluruhan aspek dan keterkaitan atau hubungan antara aspek-aspek dari suatu barang atau jasa dari suatu merek menimbulkan kepuasan. Menurut Soehadi (2005), secara umum kekuatan suatu merek (brand equity) dapat diukur berdasarkan 7 indikator, yaitu: Kepemimpinan, Stabilitas, Pasar, Kemampuan keluar dari areanya (Internationality), Trend, Support dan Proteksi.

Perspektif konsumen mengenai brand equity dikaji oleh Keller (1993) dan Aaker (1991). Keller berpendapat bahwa komponen dari brand equity adalah brand awareness (kesadaran merek) dan brand image (citra merek). Dimensi brand awareness ditentukan dari adanya informasi yang tersedia mengenai suatu merek karena adanya aktivitas promosi yang dilakukan oleh perusahaan dan berasal dari arti merek itu sendiri (Aaker, 1991; Keller, 1993). Dimensi kedua adalah brand image (citra merek) yang ditentukan oleh atribut simbolis (symbolic attributes), atribut jasa (service attributes), atribut penyedia (provider attributes) dan atribut konsumen (consumer attributes). Atribut symbolik merupakan brand image sosial dan meunjukkan keberadaan suatu merek dalam suatu pasar yang dihubungkan dengan kualitasnya (Lovelock, 1991; Temple, 2006; Kurz, Scannell dan Veeder, 2008; chen, 2008; Mourad, 2010).

Aspek tidak berwujud (intangible) yang merupakan ciri khas industri jasa dianggap akan meningkatkan persepsi resiko (perceived risk) konsumen pada saat membuat keputusan untuk membeli. Persepsi negatif merupakan konsekuensi negatif yang konsumen ingin hindari ketika membeli atau menggunakan suatu jasa. Tingginya tingkat persepsi resiko yang dialami konsumen dalam membeli suatu jasa disebabkan karakteristik pembelian jasa yang amat tergantung dengan tingginya pengalaman dan tingkat kepercayaan terhadap kualitas jasa yang digunakan serta rendahnya tingkat pencarían dalam kualitas. Untuk itu membangun ekuitas merek pada industri jasa sangatlah penting untuk mengurangi persepsi resiko yang diterima konsumen serta menciptakan identitas yang kuat guna meningkatkan daya saing di pasar industri.

Satu metode praktis yang digunakan untuk membangun dan mengidentifikasi ekuitas merek atau Brand Equity adalah melalui Structural Equation modeling (SEM). Dibanding metode lain seperti analisis regresi dan Model Pemilihan Diskrit (Discrete Choice Model), SEM sangat general serta merupakan teknik multivariate yang menggabungkan berbagai versi dari teknik-teknik multivariate yang ada. Dapat dikatakan SEM merupakan model linear lanjutan yang secara simultan memprediksi hubungan antar veriabel bebas berganda, terikat bahkan variabel pengganggu (latent variable).

Yang menjadi kekuatan dalam metode SEM adalah semua variable dapat diekspresikan dalam diagram jalur (Path Diagram) sehingga memudahkan phak-pihak terkait seperti klien, dan menejer pemasaran memahami output yang dihasilkan metode ini secara awam sekalipun. Dalam diagram ini memperihatkan hubungan antar variable yang diperihatkan oeh garis arah sebab akibat. Seain itu, metode ini memiiki kemampuan untuk menghadapi latent variable dalam analisisnya.

Industri jasa yang akan diteliti adalah industri pendidikan tinggi. Perspektif konsumen mengenai suatu merek perguruan tinggi juga salah satu hal yang penting untuk diketahui. Selama ini tidak banyak penelitian yang mengkaji perspektif konsumen mengenai barang komersial tetapi hanya sedikit yang meneliti mengenai perspektif mereka terhada merek suatu jasa pendidikan khususnya pendidikan tinggi. Mourad, Ennew dan Kortam (2010) mengkaji peran ekuitas merek pada industry jasa pendidikan tinggi menemukan bahwa secara deskriptif merek memegang peranan penting dalam keputusan pembelian konsumen karena merek dianggap mampu menyampaikan informasi mengenai pengalaman dan kepercayaan tentang kualitas merek itu sendiri sehingga akan menurunkan resiko yang akan diterima konsumen.

Universitas Bina Darma sebagai salah satu perguruan tinggi swasta di Kota Palembang dikategorikan sebagai organisasi jasa, saat ini mengalami suatu perubahan yang fundamental. Perubahan kurikulum, perubahan metode pengajaran, perubahan sistem paket semester menjadi sistem kredit semester, dan sebagainya berdampak antara lain pada lamanya masa studi serta kualitas lulusan yang lebih baik. Perubahan ini dilakukan untuk mengantisipasi perubahan lingkungan terutama dalam menyambut era globalisasi. Perubahan ini bukan hanya disebabkan karena pesatnya perkembangan ilmu, teknologi dan seni, melainkan juga karena perubahan ekspektasi masyarakat terhadap peranan perguruan tinggi dalam merintis hari depan bangsa dan negara.

Tuntutan terhadap perguruan tinggi dewasa ini bukan hanya sebatas kemampuan untuk menghasilkan lulusan yang diukur secara akademik, melainkan keseluruhan program dan lembaga-lembaga perguruan tinggi harus mampu membuktikan kualitas yang tinggi yang didukung oleh akuntabilitas yang ada. Bukti prestasi, penilaian, sertifikasi kualitas, keberhasilan alumni dalam mendapatkan pekerjaan yang sesuai dengan bidang ilmunya, serta hasil evaluasi juga dibutuhkan untuk memperoleh pengakuan dari masyarakat.

Untuk memenuhi tuntutan itu, maka Universitas Bina Darma (UBD) melalui program-program studinya perlu memperoleh kepercayaan masyarakat dengan jaminan kualitas (quallity assurance), pengendalian kualitas (quality control), perbaikan kualitas (quality improvement). Jaminan, pengendalian, dan pembinaan atau perbaikan kualitas dapat diberikan kepada perguruan tinggi atau program studi yang telah dievaluasi secara cermat melalui proses akreditasi secara nasional (Badan AkreditasiNasional Perguruan Tinggi, 1998). Selain evaluasi kualitas yang dilakukan oleh BAN, perguruan tinggi sebagai salah satu organisasi jasa yang bergerak dibidang pendidikan, perlu juga melakukan evaluasi atas kualitas jasa dari konsumen, terutama mahasiswanya. Evaluasi kualitas jasa di perguruan tinggi dapat dilakukan untuk mengetahui apa yang sebenarnya diharapkan oleh mahasiswa dan apa yang selama ini dipersepsikan oleh mahasiswa atas kualitas jasa yang diterimanya. Berdasarkan keadaan ini, maka perlu diteliti mengenai kualitas jasa pendidikan tinggi dari perspektif mahasiswa itu sendiri melalui analisis SEM.

B. Metode Penelitian

Pengumpulan Data dan Pemilihan Sampel

Jenis penelitian yang digunakan untuk mengetahui Ekuitas Merk (Brand Equity) UBD adalah penelitian survey. Kerlinger dalam Sugiyono (1999) mengemukakan bahwa penelitian survey adalah penelitian yang dilakukan pada populasi besar maupun kecil, tetapi data yang dipelajari adalah data sample yang diambil dari populasi tersebut, sehingga ditemukan kejadian-kejadian relatif, distribusi dan hubungan antar variable sosiologis maupun psikologis.

Data yang diambil merupakan data primer primer yang diperoleh peneliti dari penyebaran kuisioner kepada responden. Jumlah sampel yang diambil sebanyak 103 responden mahasiswa aktif di UBD. Prosedur pemngambilan sampel dalam penelitian ini adalah dengan menggunakan non-probabilitas sampling yaitu simple random sampling.

Pengukuran Variabel

Variabel yang digunakan dalam penelitian adalah Ekuitas Merek (Brand Equity), melalui 5 (lima) indikator yang terdiri dari: Kesadaran merek (Brand Awareness), Kualitas Jasa yang Diterima (Perceived Quality), Kesetiaan Merek (Brand Loyalty), Keberadaan Merek (Brand Reliability), Hubungan Merek (Brand Feeling). Sedangkan pertanyaan-pertanyaan dalam kuesioner merupakan jenis pertanyaan tertutup dengan metode pengukuran skala likert yang terdiri dari 5 jawaban, yaitu sangat setuju (5), setuju (4), tidak pasti (3), tidak setuju (2), sangat tidak setuju (1)

C. Hasil dan Pembahasan

Karakteristik Responden

Responden dalam penelitian ini adalah mahasiswa aktif UBD. Responden dalam penelitian ini sebanyak 103 orang, yang sebagian besar responden adalah pria (57%) sedangkan sisanya 43% adalah wanita. Sedangkan berdasarkan kategori umur, rata-rata responden berada dalam kelompok 18- 21 tahun. Kategori kelompok umur ini merupakan umur yang tepat untuk masa kuliah. Dalam hal ini, responden yang mengisi kuisioner ini rata-rata adalah kelompok umur yang pada saat selesai menempuh sekolah menengah atas (SMA) langsung memasuki perguruan tinggi. Sedangkan hanya sedikit responden (3%) yang bekerja dulu baru melanjutkan kuliahnya.

Tabel 1

Karakteristik Responden

Variabel

Frekuensi

%

Jenis Kelamin:

Pria

59

57,3

Fakultas :

Ekonomi

47

45,6

Umur:

18-21 tahun

60

58,3

Status

Belum Menikah

81

78,6

Semester :

Semester VIII

17

16,5

Sumber: data sudah diolah

Selain umur, status perkawinan responden merupakan salah satu butir yang ditanyakan dalam penelitian ini. Hal ini disebabkan selain umur, status perkawinan akan mempengaruhi tingkat kematangan responden dalam menjawab kuisioner yang diberikan. Hasil kuesioner memperlihatkan bahwa mayoritas responden (79%) adalah belum menikah sedangkan sisanya (21%) sudah menikah.

Dari hasil pengolahan data, respondent rata-rata merupakan mahasiswa semester akhir Fakultas Ekonomi. Berhubung pada saat kuesioner ini dibagikan merupakan saat libur semester, maka yang ditanyakan adalah semester terakhir yang ditempuh oleh responden. Dengan menggunakan metode random sampling, terlihat bahwa sebagian besar responden yang mengisi kuesioner ini adalah mahasiswa yang berada di semester akhir. Hal ini disebabkan kebanyakan mahasiswa yang berada di kampus pada saat libur semester adalah mahasiswa semester akhir karena mereka tengah mempersiapkan ujian skripsi.

Persepsi Responden Mengenai Ekuitas Merek UBD

Ekuitas merek secara keseluruhan dipandang oleh responden cukup tinggi. Ini dilihat dari nilai rata-rata keseluruhan indikator ekuitas merek yang mendapat nilai cukup tinggi yaitu 4,04. Ini berarti bahwa responden menganggap ada nilai tambah tersendiri pada saat mendengar atau melihat merek UBD. Sedangkan secara mandiri, indikator Kesadaran Merek (Brand Awareness) memiliki nilai paling tinggi dibandingkan indikator lain. Hasil ini mengindikasikan bahwa di mata responden ekuitas merek UBD telah terbentuk. Sejalan dengan Keller (1993) yang menyatakan bahwa ekuitas merek konsumen terbentuk pada saat pengetahuan akan merek yang dimiliki konsumen memberikan dampak pada respon konsumen yang berbeda terhadap pemasaran suatu merek. Selain itu pengetahuan akan merek dari konsumen merupakan hal yang terpenting dalam mengkonseptualisasikan dan membangun ekuitas merek yang pada akhirnya merek tersebut akan menambah nilai pada produk barang atau jasa jika konsumen memiliki pengetahuan positif tentang merek. Artinya, dengan hasil ini, secara deskriptif dapat dikatakan bahwa responden memiliki respon yang positif terhadap ekuitas merek UBD.

Kesadaran merek didefinisikan sebagai persepsi konsumen mengenai kekuatan yang ada dalam merek itu sendiri. Dalam hal ini kesadaran merek diukur berdasarkan kemampuan konsumen untuk mengidentifikasi merekdari berbagai elemen. Hasil penelitian menunjukkan bahwa rata-rata hasil keseluruhan adalah 4,32. Ini menunjukkan bahwa kesadaran merek yang direfleksikan melalui elemen-elemen dari logo atau lambang UBD cukup tinggi menurut responden. Indikator tertinggi terlihat pada bagaimana mahasiswa mengidentifikasi logo/lambang UBD. Dalam hal ini, mereka sangat mengenal dengan baik logo dan lambang UBD. Hal ini mengindikasikan bahwa UBD dengan logo dan lambang yang disandangnya telah mencerminkan enam dimensi makna dalam Kotler(2004) yaitu atribut, manfaat, nilai, budaya, kepribadian dan pemakai. Ini berarti bahwa, UBD telah cukup mampu menanamkan identitas merek di mata masyarakat.Karena pada hakekatnya merek merupakan janji penjual untuk secara konsisten memberikan seperangkat atribut, manfaat dan pelayanan.

Hasil kuesioner mendeskripsikan persepsi responden mengenai kualitas merek yang diterima (Perceived Quality) oleh responden menunjukkan secara keseluruhan kualitas yang cukup tinggi (3,91). Menurut Aaker (1991), kualitas yang diterima merupakan elemen merek yang berhubungan dengan gambaran status asset dari merek berdasarkan harga, tingkat kepercayaan dari suatu bisnis walaupun bukan suatu hal yang prinsip dan merupakan salah satu aspek bagaimana suatu merek diterima. Artinya, hasil kuesioner menunjukkan bahwa responden dalam hal ini mahasiswa sangat setuju dengan kualitas pendidikan yang ditawarkan oleh UBD. Selain itu, responden sangat terbuka dengan adanya pengembangan atau inovasi dari program yang ditawarkan UBD. Hal ini terlihat dari persepsi responden yang menyatakan bahwa program dan kurikulum yang ditawarkan belum cukup memuaskan keinginan responden

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