Research Paper
Year: 2019 | Month: July | Volume: 6 | Issue: 7 | Pages: 496-503
Analysis of Factors That Form a Welding Electrode Brand Image: Case Study of Gemini Brand Welding Wire
Herman1, Dr. Ir. Nazaruddin2, Dr. Rulianda Purnomo Wibowo2
1Postgraduate Students Master of Management University of North Sumatera, Indonesia
2Postgraduate Lecturer Master of Management University of North Sumatera, Indonesia
Corresponding Author: Herman
ABSTRACT
For companies that have a good brand image will get a positive perception from consumers, so that the consumer's decision to use the product is higher. For this reason, it is necessary to know various things and factors that can shape the brand image itself. Brand image can basically form a high willingness for consumers to buy company products continuously. To build a brand image on company products there are seven dimensions of product image to measure brand image, namely Performance, Durability, Conformance to Specification, Features, Reliability, Aesthetics and Perceived Quality.
The purpose of this study is to analyze the factors that can form the Gemini Welding Electrode Brand Image based on consumer perceptions. Identifying the most significant factors forming the Gemini Welding electrode Brand Image based on consumer perceptions. Where the samples taken in this study were 120 people. Data was collected using a questionnaire. Data is tested using validity and reliability tests, and data must meet the elements of the classic assumption test conditions. Test data analysis using factor analysis.
This research concludes that Performance, Durability, Conformance, Features, Reliability, and Aeshetic are factors that can influence the Gemini Brand Welding Wire Brand Image. Furthermore, Variables Performance, Durability, Conformance are variables that significantly affect the brand image of gemini welding wire. This shows and provides information that the dimensions of product quality or in other words that the quality of gemini welding products according to consumer perceptions is still considered less than the quality of other brand products. And in the formulation of strategies to increase sales and loyal consumers must pay attention to the variables Performance, Durability, Conformance.
Key words: Performance, Durability, Performance to Specification, Features, Reliability, Aesthetics and Brand Image
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