Ekuitas Merek Program Studi Agribisnis, Agroteknologi, Dan Peternakan Universitas Padjajaran
Keywords:
ekuitas merek, pendidikan tinggi, program studi, agrikultur
Abstract
One of the problems of higher educations is the lack of interest of high school students to continue their studies to the study program related to agriculture. Lots of factors are considered to influence, wether it comes from the public, government or industry. Apart from the influence of government policy on higher education and labor economics, agricultural studies program managers should look at this as a chalenge to undertake the necessary efforts. One creative approach to provide solutions is marketing approach, especially brand equity approach. The selected study programs are Agribusiness, Agrotechnology and Animal Husbandry of Padjadjaran University. Respondents that are choosed group of high school students in Bandung. The study proposes that the brand equity of study program shows low score by high school school student respondents. Promotion, location and social image are factors that significantly affect students’s perception of brand equity study programs Agribusiness, Agrotechnology and Animal Husbandry of Padjadjaran University.This study use Part Least Square (PLS) in analysing data and specifying of variables inside.
References
Aaker, D. (1991). Managing brand equity: capitalizing on the value of a brand name. New York, USA : The Free Press.
Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3):102-120.
Al-D’mour, H., Al-Zu’bi, ZM., Kakeesh, D. (2013). The effect of service marketing mix elements on customer-based brand equity: an empirical study of mobile telecom service recipients in Jordan. International Journal of Business and Management. 8(11):13-26.
Boonghee, Y., Naveen, D., Sungho, L. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science. 28(2):195-211.
Boonghee, Y., Donthu, N., (2001). Developing and validating a multidimensional consumer-based equity scale. Journal of Business Research. 52(2001):1-14.
Broyles, SA., Schumann, DW., Leingpibul, T. (2009). Examining brand equity antecedent/consequence relationship. Journal of Marketing Theory and Practice. 17(2):145-161.
Enache,IC., Marketing higher education using the 7 ps framework. Retrieved from http://webbut.unitbv.ro/bu2011/Series%20V/BULETIN%20V%20PDF/05%20enache%201%20BUT%202011.pdf
Erdem, T., Swait, J., Broniarczyk , S., Chakravarti , D., Kapferer, JN., Keane, M., Roberts, J., Steenkamp Jan-Benedict, EM., Zettelmeyer, F. 1999. Brand equity, consumer learning and choice. Marketing Letters. 10(3):301-318.
Fayrene, C., Chai Lee, G. Customer-base: a literature review. Retrieved from http://www.researchersworld.com/vol2/PAPER_04.pdf
Keller, KL., Lehmann, DR., (2006). Brands and branding: research findings and future priorities. Marketing Science. 25(6):740-759.doi:10.1287/mksc.1050.0153.
Keller, KL., (1998). Strategic Brand Management: Building, Measuring and Managing Brand. New Jersey (USA) : Prentice Hall
Kim, WG., Kim, HB., 2004. Measuring customer-based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly. 45(2):115-131.doi:1177/0010880404264507.
Kotler, P., Keller,`K. (2009). Manajemen Pemasaran. Ed ke-13. Volume ke-1.Sabran B, penerjemah. Jakarta (ID): Erlangga, Terjemahan dari: Marketing Management. Ed ke-13
Kuncoro, EA. (2008). Manajemen Corporate dan Strategi Pemasaran Jasa Pendidikan: Fokus pada Mutu dan Layanan Prima. Alma, B, Hurriyati, R, editor. Bandung (ID): Alfabeta
Lassar,W., Mittal, B., Arun, S., (1995). Measuring customer-based brand equity.Journal of Consumer Marketing. 12(4):11-19.
Maringe,F., Gibbs, P. (2009). Marketing higher education : theory and practice. Berkshire (GBR): Open University Press.
Mourad, M., Ennew, C., Kortam, W. (2010). Brand equity in higher education. Marketing Intelligence and Planning. 29(4):403-420.doi:10.1108/02634501111138563.
Netemeyer, RG., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., Wirth, F.( 2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research. 57(2004):209-224.
Steenkamp, JB. (1997). Dynamics in consumer behaviour with respect to agricultural and food products. Di dalam : Agricultural Marketing and Consumer Behaviour a Changing World. Wirenga, B., van Tilburg, A., Grunert, K., Steenkamp, J.B, danWedel, N. Eds.Dordrecht (NED): Kluwer Academic Publishers.
Soedijati. (2008). Manajemen Corporate & Strategi Pemasaran Jasa Pendidikan: Fokus pada Mutu dan Layanan Prima. Alma B, Hurriyati R, editor. Bandung (ID): Alfabeta
Supriyati. (2010). Dinamika ekonomi ketenagakerjaan pertanian : permasalahan dan kebijakan strategis pengembangan. Analisis Kebijakan. 8(1):49-65.
Rudd, D., Mills, R. (2008). Expanding marketing principles for the sale of higher education.Contemporary Issues in Education Research. Retrieved from http://www.journals.cluteonline.com/index.php/CIER/article/viewFile/1193/1177
Ruswidyo, .AN, Hudrasyah, H. (2012). Validating the instrument for measuring brands equity in Indonesian fuel retail brands. Retrieved from http://ccsenet.org/journal/index.php/ass/article/download/25284/15724
Severi , E., Ling, KC., (2013).The mediating effect of brand association, brand loyalty, brand image and perceived reality on brand equity.Asian Sosial Science. 9(3):125-137.doi:10.5539/ass.v9n3p125.
Tjiptono, F. (2011). Seri Manajemen Merek 01 – Manajemen &Strategi Merek. Yogyakarta (ID): Penerbit Andi
Vasquez, R., Rio, A.B, Iglesias, V. (2002). Consumer-based brand equity : development and validation of measurement instrument. Journal of Marketing Management. 18 : 27-48.
Zeithaml, VA. (1988). Consumer Perceptions of price, quality, and value : a means-end model and synthesis of evidence. Journal of Marketing. 52(7): 2-22.
Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3):102-120.
Al-D’mour, H., Al-Zu’bi, ZM., Kakeesh, D. (2013). The effect of service marketing mix elements on customer-based brand equity: an empirical study of mobile telecom service recipients in Jordan. International Journal of Business and Management. 8(11):13-26.
Boonghee, Y., Naveen, D., Sungho, L. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science. 28(2):195-211.
Boonghee, Y., Donthu, N., (2001). Developing and validating a multidimensional consumer-based equity scale. Journal of Business Research. 52(2001):1-14.
Broyles, SA., Schumann, DW., Leingpibul, T. (2009). Examining brand equity antecedent/consequence relationship. Journal of Marketing Theory and Practice. 17(2):145-161.
Enache,IC., Marketing higher education using the 7 ps framework. Retrieved from http://webbut.unitbv.ro/bu2011/Series%20V/BULETIN%20V%20PDF/05%20enache%201%20BUT%202011.pdf
Erdem, T., Swait, J., Broniarczyk , S., Chakravarti , D., Kapferer, JN., Keane, M., Roberts, J., Steenkamp Jan-Benedict, EM., Zettelmeyer, F. 1999. Brand equity, consumer learning and choice. Marketing Letters. 10(3):301-318.
Fayrene, C., Chai Lee, G. Customer-base: a literature review. Retrieved from http://www.researchersworld.com/vol2/PAPER_04.pdf
Keller, KL., Lehmann, DR., (2006). Brands and branding: research findings and future priorities. Marketing Science. 25(6):740-759.doi:10.1287/mksc.1050.0153.
Keller, KL., (1998). Strategic Brand Management: Building, Measuring and Managing Brand. New Jersey (USA) : Prentice Hall
Kim, WG., Kim, HB., 2004. Measuring customer-based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly. 45(2):115-131.doi:1177/0010880404264507.
Kotler, P., Keller,`K. (2009). Manajemen Pemasaran. Ed ke-13. Volume ke-1.Sabran B, penerjemah. Jakarta (ID): Erlangga, Terjemahan dari: Marketing Management. Ed ke-13
Kuncoro, EA. (2008). Manajemen Corporate dan Strategi Pemasaran Jasa Pendidikan: Fokus pada Mutu dan Layanan Prima. Alma, B, Hurriyati, R, editor. Bandung (ID): Alfabeta
Lassar,W., Mittal, B., Arun, S., (1995). Measuring customer-based brand equity.Journal of Consumer Marketing. 12(4):11-19.
Maringe,F., Gibbs, P. (2009). Marketing higher education : theory and practice. Berkshire (GBR): Open University Press.
Mourad, M., Ennew, C., Kortam, W. (2010). Brand equity in higher education. Marketing Intelligence and Planning. 29(4):403-420.doi:10.1108/02634501111138563.
Netemeyer, RG., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., Wirth, F.( 2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research. 57(2004):209-224.
Steenkamp, JB. (1997). Dynamics in consumer behaviour with respect to agricultural and food products. Di dalam : Agricultural Marketing and Consumer Behaviour a Changing World. Wirenga, B., van Tilburg, A., Grunert, K., Steenkamp, J.B, danWedel, N. Eds.Dordrecht (NED): Kluwer Academic Publishers.
Soedijati. (2008). Manajemen Corporate & Strategi Pemasaran Jasa Pendidikan: Fokus pada Mutu dan Layanan Prima. Alma B, Hurriyati R, editor. Bandung (ID): Alfabeta
Supriyati. (2010). Dinamika ekonomi ketenagakerjaan pertanian : permasalahan dan kebijakan strategis pengembangan. Analisis Kebijakan. 8(1):49-65.
Rudd, D., Mills, R. (2008). Expanding marketing principles for the sale of higher education.Contemporary Issues in Education Research. Retrieved from http://www.journals.cluteonline.com/index.php/CIER/article/viewFile/1193/1177
Ruswidyo, .AN, Hudrasyah, H. (2012). Validating the instrument for measuring brands equity in Indonesian fuel retail brands. Retrieved from http://ccsenet.org/journal/index.php/ass/article/download/25284/15724
Severi , E., Ling, KC., (2013).The mediating effect of brand association, brand loyalty, brand image and perceived reality on brand equity.Asian Sosial Science. 9(3):125-137.doi:10.5539/ass.v9n3p125.
Tjiptono, F. (2011). Seri Manajemen Merek 01 – Manajemen &Strategi Merek. Yogyakarta (ID): Penerbit Andi
Vasquez, R., Rio, A.B, Iglesias, V. (2002). Consumer-based brand equity : development and validation of measurement instrument. Journal of Marketing Management. 18 : 27-48.
Zeithaml, VA. (1988). Consumer Perceptions of price, quality, and value : a means-end model and synthesis of evidence. Journal of Marketing. 52(7): 2-22.
