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PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS, BRAND PERCEIVE QUALITY, BRAND USAGE, BRAND PERFORMANCE, INNOVATION DAN GREEN COMMUNICATION AWARENESS DALAM MEMBANGUN PERSEPSI TERHADAP MEREK TERBAIK PRODUK ELEKTRONIK (Analisis Structural Equation Modeling Pengaruh Yang Membangun Persepsi Terhadap Merek Terbaik Produk Elektronik Kota Solo Tahun 2015) Oleh: FEBRI NUGROHO D0209036 SKRIPSI Diajukan Guna Memenuhi Persyaratan Untuk Mencapai Gelar Sarjana Ilmu Sosial dan Politik Program Studi Ilmu Komunikasi PROGRAM STUDI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN POLITIK UNIVERSITAS SEBELAS MARET SURAKARTA 2016
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PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS, BRAND ... · pengaruh brand awareness, social brand awareness, brand perceive quality, brand usage, brand performance, innovation

Apr 16, 2018

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Page 1: PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS, BRAND ... · pengaruh brand awareness, social brand awareness, brand perceive quality, brand usage, brand performance, innovation

PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS,

BRAND PERCEIVE QUALITY, BRAND USAGE, BRAND

PERFORMANCE, INNOVATION DAN GREEN COMMUNICATION

AWARENESS DALAM MEMBANGUN

PERSEPSI TERHADAP MEREK TERBAIK PRODUK ELEKTRONIK

(Analisis Structural Equation Modeling Pengaruh Yang Membangun

Persepsi Terhadap Merek Terbaik Produk Elektronik Kota Solo

Tahun 2015)

Oleh:

FEBRI NUGROHO

D0209036

SKRIPSI

Diajukan Guna Memenuhi Persyaratan Untuk Mencapai

Gelar Sarjana Ilmu Sosial dan Politik

Program Studi Ilmu Komunikasi

PROGRAM STUDI ILMU KOMUNIKASI

FAKULTAS ILMU SOSIAL DAN POLITIK

UNIVERSITAS SEBELAS MARET

SURAKARTA

2016

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Page 3: PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS, BRAND ... · pengaruh brand awareness, social brand awareness, brand perceive quality, brand usage, brand performance, innovation
Page 4: PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS, BRAND ... · pengaruh brand awareness, social brand awareness, brand perceive quality, brand usage, brand performance, innovation
Page 5: PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS, BRAND ... · pengaruh brand awareness, social brand awareness, brand perceive quality, brand usage, brand performance, innovation

HALAMAN MOTTO

...”Perjuangan adalah pelaksanaan kata-kata”…

WS. Rendra

..”Orang itu kalau berkarya harus dimulai dengan cinta. Dengan cinta apapun bisa terjadi,

apapun bisa tercapai”.

Drs. Suyadi (Pak Raden)

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HALAMAN PERSEMBAHAN

“Sebuah karya yang penulis persembahkan untuk semua pihak yang berkepentingan terhadap

penelitian yang sejenis, dan seluruh teman-teman serta keluarga yang telibat dalam proses

pembuatannya. Semoga bisa bermanfaat dan menjadi wujud yang membanggakan”.

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KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan semesta alam, karena telah

melimpahkan segala petunjuk, pertolongan, dan kemudahan bagi setiap hamba – Nya.

Penulis menyadari betul bahwa atas campur tangan-Nya, maka skripsi dengan judul

“PENGARUH BRAND AWARENESS, SOCIAL BRAND AWARENESS, BRAND

PERCEIVE QUALITY, BRAND USAGE, BRAND PERFORMANCE, INNOVATION

DAN GREEN COMMUNICATION AWARENESS DALAM MEMBANGUN

PERSEPSI TERHADAP MEREK TERBAIK“ dapat diselesaikan.

Skripsi ini disusun sebagai wujud kontribusi penulis sebagai civitas akademika

terhadap perkembangan fenomena – fenomena komunikasi, khususnya komunikasi yang

dilakukan oleh pemilik merek produk elektronik. Mengingat bahwa produk elektronik

tidak lagi dipandang sebagai barang mewah, dimana setiap orang dapat membelinya. Peran

komunikasi sangat penting untuk berinteraksi dengan konsumen pengguna elektronik

tersebut. Komunikasi yang diciptakan hendaknya tidak sebatas menyampaikan pesan,

namun mampu membangun persepsi terhadap merek terbaik. Luaran skripsi memaparkan

pengaruh faktor – faktor efek komunikasi merek dalam membangun persepsi terhadap

merek terbaik produk elektronik Kota Solo Tahun 2015, sehingga dapat menjadi

pertimbangan bagi pemilik merek maupun perencana komunikasi dalam menyusun strategi

komunikasi. Dalam penyusunan skripsi ini, penulis banyak mendapatkan bimbingan,

arahan dan dukungan dari berbagai pihak. Oleh karena itu, penulis ingin mengucapkan

terimakasih yang sebesar-besarnya kepada:

1. Kedua orang tua (Ibu Maria Goreti Sarminah dan Bapak Sugiyono Hadi Prayitno) yang

senantiasa memberikan yang terbaik dari apa yang mereka miliki untuk menghantarkan

anaknya pada kesuksesan.

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2. Saudara, Ari, Aris, Melani dan Tri Sayekti sebagai kakak yang memberi kepercayaan dan

dukungan bagi penulis untuk menyelesaikan penulisan skripsi ini.

3. Prof. Dr. Ismi Dwi Astuti Nurhaeni, M.Si, selaku Dekan Fakultas Ilmu Sosial dan Politik

Universitas Sebelas Maret Surakarta.

4. Sri Hastjarjo, S.Sos., Ph.D., selaku Kepala Program Studi Ilmu Komunikasi Fakultas Ilmu

Sosial dan Politik Universitas Sebelas Maret Surakarta.

5. Dra Christina Tri Hendriyani, M.Si., selaku dosen pembimbing akademik.

6. Diah Kusumawati, S.Sos., M.Si., selaku pembimbing skripsi, yang telah memberikan penulis

kesempatan lebih dalam menimba ilmu dan mengembangkan diri. Terimakasih atas kesabaran,

waktu, dan totalitas baik dalam membimbing skripsi maupun memberikan wawasan

perjuangan hidup yang sebenarnya diluar dunia perkuliahan.

7. Sri Hastjarjo, S.Sos., Ph.D dan Ibu Nora Nailul Amal, S.Sos., M.LMEd, Hons, selaku penguji

skripsi yang telah bersedia memberi koreksi dan masukan pada karya penulis.

8. Dr. Ir. Budi Suharjo, MS dari OPSI Research Marketing and Training Indonesia yang telah

memberi kepercayaan bagi penulis untuk berproses dan berpartisipasi dalam proyek Solo Best

Brand Index.

9. PT. Aksara Solopos selaku pihak penyelenggara Solo Best Brand Index.

10. Teman – teman asisten dan tim Solo Best Brand Index atas kerjasama dan perjuangan selama

tiga tahun berturut – turut: Nia, Vivi, Gilang, Niqno, Rudi, Novia.

11. Teman – teman Ilmu Komunikasi angkatan 2009, yang telah memberi cerita selama di bangku

kuliah.

12. Teman- teman yang senantiasa menjadikan tempat inspirasi serta motivasi: Nefiana Puji

Astuti, Tiead Adhika Gilham, Tri Adi Prasetya, VP. Mario, Y. Wahyu Febriyanto Nugroho,

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Ferusta Adi, Gigih Priyambodo, Artono, Lia A. Merdekawati, Agra Senopati, Bhima Taragana,

Breffy Adesya, Rancang Bagus, dan Wahyu Pribadi.

13. Staff pendidikan FISIP UNS dan staff Jurusan Ilmu Komunikasi UNS yang telah mendukung

kelancaran administrasi dan proses skripsi, dan

14. Pihak-pihak yang telah mendukung kelancaran skripsi yang tidak dapat disebutkan satu per

satu.

Penulis menyadari tidak ada sesuatu yang sempurna di dunia, termasuk skripsi yang

penulis susun. Oleh karena itu, dengan senang hati penulis menerima segala kritik dan

masukan yang membangun demi kebermanfaatan skripsi ini.

Solo, Juni 2016

Penulis

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DAFTAR ISI

HALAMAN JUDUL ...................................................................................................................... i

PERSETUJUAN ............................................................................................................................ ii

LEMBAR PERNYATAAN ........................................................................................................... iii

PENGESAHAN ............................................................................................................................. iv

HALAMAN MOTTO ..................................................................................................................... v

HALAMAN PERSEMBAHAN .................................................................................................... vi

KATA PENGANTAR .................................................................................................................. vii

DAFTAR ISI ................................................................................................................................... x

DAFTAR TABEL ........................................................................................................................ xiv

DAFTAR GAMBAR ................................................................................................................. xviii

ABSTRAK .................................................................................................................................... xx

ABSTRACT ................................................................................................................................... xxi

BAB I PENDAHULUAN ............................................................................................................... 1

A. Latar Belakang Masalah .............................................................................................................. 1

B. Rumusan Masalah ............................................................................................................... 8

C. Tujuan Penelitian ................................................................................................................ 9

D. Manfaat Penelitian .............................................................................................................. 9

E. Kerangka Teori ................................................................................................................. 10

1. Komunikasi dan Efek Komunikasi .............................................................................. 11

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2. Persepsi Merek Terbaik (Kekuatan Merek/Brand Equity) yang Dibangung Melalui

Faktor-Faktor Efek Komunikasi ................................................................................... 17

3. Model Kekuatan Merek ................................................................................................ 20

F. Kerangka Berpikir ............................................................................................................. 55

G. Hipotesis ........................................................................................................................... 58

H. Variabel Penelitian ............................................................................................................ 59

1. Variabel Eksogen ......................................................................................................... 59

2. Variabel Endogen ......................................................................................................... 60

3. Variabel Indikator Laten Eksogen ................................................................................ 60

I. Definisi Konsep ................................................................................................................ 61

J. Metodologi ........................................................................................................................ 69

1. Jenis Penelitian ............................................................................................................. 69

2. Populasi dan Sampling ................................................................................................. 71

3. Teknik Pengumpulan Data ........................................................................................... 79

4. Skala Pengukuran ......................................................................................................... 80

5. Teknik Pengolahan Data .............................................................................................. 80

6. Teknik Analisis............................................................................................................. 82

BAB II DESKRIPSI WILAYAH DAN PRODUK ...................................................................... 93

A. Deskripsi Wilayah ............................................................................................................. 93

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1. Sejarah Singkat Kota Surakarta .................................................................................... 93

2. Letak Geografis Kota Surakarta ................................................................................... 94

3. Kondisi Demografis Kota Surakarta ............................................................................ 95

B. Deskripsi Produk ............................................................................................................ 103

1. Pengertian Produk Elektronik ................................................................................... 103

2. Perusahan-Perusahaan Elektronik di Indonesia ........................................................ 104

BAB III PENYAJIAN DATA DAN ANALISIS ....................................................................... 109

A. Konstruk-konstruk Pembentuk Brand Equity ................................................................. 110

1. Brand Awareness ........................................................................................................ 110

2. Perceived Quality ....................................................................................................... 115

3. Brand Usage ............................................................................................................... 123

4. Brand Performance .................................................................................................... 126

4a. Satisfaction ........................................................................................................... 126

4b. Loyalty .................................................................................................................. 129

4c. Value ..................................................................................................................... 132

4d. Reccomendation ................................................................................................... 135

5. Innovation .................................................................................................................. 138

5a Memberi Manfaat Lebih ....................................................................................... 138

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5b. Meningkatkan Prestige ........................................................................................ 140

6. Social Brand ............................................................................................................... 143

7. Green Communication Awareness ............................................................................. 147

B. Analisis Structural Equation Modelling (SEM) .............................................................. 155

BAB IV PENUTUP .................................................................................................................... 183

A. Kesimpulan .................................................................................................................... 183

B. Saran .............................................................................................................................. 189

DAFTAR PUSTAKA ................................................................................................................. 191

LAMPIRAN ................................................................................................................................ 197

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DAFTAR TABEL

Tabel 1.1 Penelitian Terdahulu .................................................................................................... 52

Tabel 1.2 Definisi Konsep dan Definisi Operasional .................................................................. 67

Tabel 1.3 Bagan kish grid untuk menetukan responden dalam satu UTK .................................. 79

Tabel 1.4 Notasi Lisrel ................................................................................................................ 89

Tabel 2.1 Jumlah Penduduk Kota Surakarta Berdasarkan Kecamatan dan Jenis Kelamin ....... 98

Tabel 2.2 Sebaran Kepadatan Penduduk Tiap Kecamatan ....................................................... 99

Tabel 2.3 Jumlah Dan Proporsi Penduduk Berdasarkan Kelompok Umur Dan Jenis Kelamin

.................................................................................................................................. 100

Tabel 2.4 Distribusi Penduduk Menurut Tingkat Pendidikan ................................................. 101

Tabel 2.5 Distribusi Angkatan Kerja Yang Bekerja Menurut Jenis Pekerjaan ........................ 112

Tabel 3.1 Top Of Mind Merek Tv Solo ................................................................................... 113

Tabel 3.2 Top Of Mind Merek Ac Solo ................................................................................... 113

Tabel 3.3 Top Of Mind Merek Kulkas Solo ............................................................................ 114

Tabel 3.4 Top Of Mind Iklan Tv Solo ..................................................................................... 115

Tabel 3.5 Top Of Mind Iklan Ac Solo ...................................................................................... 115

Tabel 3.6 Top Of Mind Iklan Kulkas Solo .............................................................................. 118

Tabel 3.7 Kualitas Tv Solo....................................................................................................... 118

Tabel 3.8 Kualitas Ac Solo ...................................................................................................... 119

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Tabel 3.9 Kualitas Kulkas Solo ................................................................................................ 119

Tabel 3.10 Trust Terhadap Iklan Tv Solo ................................................................................... 122

Tabel 3.11 Trust Terhadap Iklan Ac Solo ................................................................................... 122

Tabel 3.12 Trust Terhadap Iklan Kulkas Solo ............................................................................ 123

Tabel 3.13 Brand Usage Tv Solo ............................................................................................... 125

Tabel 3.14 Brand Usage Ac Solo ............................................................................................... 125

Tabel 3.15 Brand Usage Kulkas Solo......................................................................................... 125

Tabel 3.16 Kepuasan Terhadap Merek Tv Solo ......................................................................... 128

Tabel 3.17 Kepuasan Terhadap Merek Ac Solo ......................................................................... 129

Tabel 3.18 Kepuasan Terhadap Merek Kulkas Solo .................................................................. 129

Tabel 3.19 Kesetiaan Terhadap Merek Tv Solo ......................................................................... 132

Tabel 3.20 Kesetiaan Terhadap Merek Ac Solo ......................................................................... 132

Tabel 3.21 Kesetiaan Terhadap Merek Kulkas Solo .................................................................. 133

Tabel 3.22 Nilai Lebih Terhadap Merek Tv Solo ....................................................................... 134

Tabel 3.23 Nilai Lebih Terhadap Merek Ac Solo....................................................................... 135

Tabel 3.24 Nilai Lebih Terhadap Merek Kulkas Solo ................................................................ 135

Tabel 3.25 Rekomendasi Terhadap Merek Tv Solo ................................................................... 137

Tabel 3.26 Rekomendasi Terhadap Merek Ac Solo ................................................................... 138

Tabel 3.27 Rekomendasi Terhadap Merek Kulkas Solo ............................................................ 138

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Tabel 3.28 Memberi Manfaat Lebih Terhadap Merek Tv Solo .................................................. 140

Tabel 3.29 Memberi Manfaat Lebih Terhadap Merek Ac Solo.................................................. 140

Tabel 3.30 Memberi Manfaat Lebih Terhadap Merek Kulkas Solo ........................................... 141

Tabel 3.31 Merek Tv Yang Meningkatkan Prestis Bagi Penggunanya ...................................... 142

Tabel 3.32 Merek Ac Yang Meningkatkan Prestis Bagi Penggunanya ...................................... 142

Tabel 3.33 Merek Kulkas Yang Meningkatkan Prestis Bagi Penggunanya ............................... 143

Tabel 3.34 Merek Tv Yang Melakukan Aktivitas Sosial ........................................................... 144

Tabel 3.35 Merek Ac Yang Melakukan Aktivitas Sosial ........................................................... 144

Tabel 3.36 Merek Kulkas Yang Melakukan Aktivitas Sosial..................................................... 145

Tabel 3.37 Merek Tv Yang Ramah Lingkungan ........................................................................ 146

Tabel 3.38 Merek Ac Yang Ramah Lingkungan ........................................................................ 147

Tabel 3.39 Merek Kulkas Yang Ramah Lingkungan ................................................................. 147

Tabel 3.40 Merek Tv Terbaik Solo ............................................................................................. 148

Tabel 3.41 Merek Ac Terbaik Solo............................................................................................. 149

Tabel 3.42 Merek Kulkas Terbaik Solo ...................................................................................... 149

Tabel 3.43 Rangkuman Distribusi Frekuensi Variabel Indikator Pembangun Persepsi Terhadap

Merek Terbaik Produk Tv ........................................................................................ 151

Tabel 3.44 Rangkuman Distribusi Frekuensi Variabel Indikator Pembangun Persepsi Terhadap

Merek Terbaik Produk Ac ........................................................................................ 153

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Tabel 3.45 Rangkuman Distribusi Frekuensi Variabel Indikator Pembangun Persepsi Terhadap

Merek Terbaik Produk Tv Kulkas ........................................................................... 155

Tabel 3.46 Variabel Indikator Dari Masing- Masing Variabel Laten ........................................ 157

Tabel 3.47. Goodness Of Fit Model Sem Tv Plasma .................................................................. 165

Tabel 3.48 Nilai Muatan Faktor (Λ) Variabel Dalam Model Pengukuran ................................. 168

Tabel 3.49. Construct Reliability (Cr) Dan Variance Extracted (Ve) Variabel Laten Eksogen

Merek Tv Plasma ..................................................................................................... 172

Tabel 3.50 Goodness Of Fit Model Sem Ac ............................................................................... 174

Tabel 3.51 Nilai Muatan Faktor (Λ) Variabel Dalam Model Pengukuran ................................. 176

Tabel 3.52 Construct Reliability (Cr) Dan Variance Extracted (Ve) Variabel Laten Eksogen

Merek Ac.................................................................................................................. 179

Tabel 3.53 Goodness Of Fit Model Sem Kulkas ........................................................................ 180

Tabel 3.54 Nilai Muatan Faktor (Λ) Variabel Dalam Model Pengukuran ................................. 181

Tabel 3.55 Construct Reliability (Cr) Dan Variance Extracted (Ve) Variabel Laten Eksogen

Merek Kulkas ........................................................................................................... 184

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DAFTAR GAMBAR

Gambar 1. 1 Stair-Step Model Of Communication Effects .......................................................... 15

Gambar 1. 2 Kekuatan Merek Dan Aset-Aset Pembangun Kekuatan .......................................... 18

Gambar 1. 3 Piramida Tingkatan Brand Loyalty .......................................................................... 26

Gambar 1. 4 Hierarchy Effect Awareness, Attitude, Dan Usage.................................................. 35

Gambar 1. 5 Kerangka Berfikir .................................................................................................... 59

Gambar 1. 6 Teknik Multistage Sampling Yang Digunakan Untuk Menentukan Responden. .... 77

Gambar 1. 7 Metode Penentuan Unit Tempat Kediaman (Utk) Responden Yang Tepat. ............ 78

Gambar 1. 8 Metode Penentuan Unit Tempat Kediaman (Utk) Responden Yang Kurang Tepat. 78

Gambar 1.9 Contoh Model Sem Sederhana ................................................................................. 90

Gambar 3.1 Model Umum Konseptual ...................................................................................... 111

Gambar 3.2 Contoh Hasil Z-Score Tv Plasma........................................................................... 153

Gambar 3.3 Contoh Hasil Z-Score Kulkas ................................................................................ 153

Gambar 3.4 Contoh Hasil Z-Score Ac ....................................................................................... 154

Gambar 3.5 Diagram Alur Model Persepsi Terhadap Merek Terbaik (Kekuatan Merek) Produk

Elektronik Kota Solo Tahun 2015 ........................................................................... 158

Gambar 3.6 Syntax Lisrel Tv Plasma ......................................................................................... 161

Gambar 3.7 Syntax Lisrel Ac ..................................................................................................... 162

Gambar 3.8 Syntax Lisrel Kulkas .............................................................................................. 163

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Gambar 3.9 Diagram Alur Model Brand Equity Tv Plasma ..................................................... 165

Gambar 3.10 Nilai-Nilai Muatan Antar Variabel Structural Equation Modelling ..................... 167

Gambar 3. 11 Diagram Alur Model Brand Equity Ac ................................................................ 174

Gambar 3.12 Nilai-Nilai Muatan Antar Variabel Structural Equation Modelling ..................... 175

Gambar 3.13 Diagram Alur Model Brand Equity Kulkas .......................................................... 180

Gambar 3.14 Nilai-Nilai Muatan Antar Variabel Structural Equation Modelling ..................... 181

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ABSTRAK

Febri Nugroho D0209036. PENGARUH BRAND AWARENESS, SOCIAL

BRAND AWARENESS, BRAND PERCEIVE QUALITY, BRAND USAGE, BRAND

PERFORMANCE, INNOVATION DAN GREEN COMMUNICATION AWARENESS

DALAM MEMBANGUN PERSEPSI TERHADAP MEREK TERBAIK PRODUK

ELEKTRONIK . (Analisis Structural Equation Modeling Pengaruh Faktor – Faktor

Yang Membangun Persepsi Terhadap Merek Terbaik Produk Elektronik Kota Solo

Tahun 2015)

Meningkatnya jumlah penjualan produk elektronik di Indonesia khususnya produk-

produk elektronik rumah tangga menjadikan kondisi pasar yang semakin kompetitif. Hai

ini menjadikan para pengelola merek berusaha untuk membuat merek mereka memiliki

nilai tambah dimata konsumen.

Penelitian bertujuan untuk menguji keberlakuan teori tentang model persepsi

terhadap merek terbaik (kekuatan merek) berbasis model David Aaker (1991) yang secara

konseptual dibangun oleh brand awareness, social brand awareness, brand perceive

quality, brand usage, brand performance, innovation dan green communication.

Penelitian dilakukan di Kota Solo dengan responden sebanyak 161 orang. Sampling

dilakukan secara bertahap dengan menggunakan multistage sampling karena populasi yang

bersifat tidak terdefinisi. Metode analisis data menggunakan Structural Equation

Modelling (SEM) untuk melihat pengaruh seluruh variabel laten dan indikator secara

simultan dalam membangun persepsi terhadap merek terbaik produk elektronik (AC,

Kulkas dan TV Plasma).

Hasil penelitian untuk masing-masing model menunjukkan bahwa model kekuatan

merek fit dengan nilai RMSEA dan P-value untuk produk AC adalah 0,000 dan 0,995,

produk Kulkas 0,000 dan 1,000 sedangkan produk TV Plasma 0,011 dan 0,467. Model

yang fit mengindikasikan adanya pengaruh brand awareness, social brand awareness,

brand perceived quality, brand usage, brand performance, innovation dan green

communication awareness secara simultan dalam membangun persepsi terhadap merek

terbaik produk elektronik. Variabel brand usage, brand innovation dan green

communication awareness menjadi variabel yang paling besar peranannya. Konsep pesan

yang mengangkat brand innovation dan green communication awareness dalam

komunikasi merek perlu diutamakan oleh pengelola merek produk elektronik dalam

membuat strategi komunikasi merek.

Kata Kunci: Brand Awareness, Social Brand Awareness, Innovation, Green

Communication Awareness, Brand Equity

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ABSTRACT

Febri Nugroho D0209036. EFFECT OF BRAND AWARENESS, SOCIAL BRAND

AWARENESS, BRAND PERCEIVE QUALITY, BRAND USAGE, BRAND

PERFORMANCE, INNOVATION AND GREEN COMMUNICATION

AWARENESS IN BUILDING THE BEST BRAND PERCEPTIONS OF

ELECTRONIC PRODUCTS (Structural Equation Modeling Analysis on The Effect

of The Factors That Build The Best Brand Perception of Electronic Products in Solo

2015)

The increasing number of electronic product sales in Indonesia, especially

household electronic products, comes with the increasing of competitiveness of the market.

Therefore, the manager of the brands strives to improve the added value of their brands to

reach more consumers.

The aim of this study is to test a theory about perception model on the best brands

(brand strength) based on David Aaker (1991) model, which conceptually built by brand

awareness, social brand awareness, brand perceive quality, brand usage, brand

performance, innovation dan green communication.

The study has done in Solo with 161 respondents. Due to the undefined population,

it is used multistage technique sampling to choose the respondents. Moreover, Structural

Equation Modelling (SEM) is used as data analysis technique. It is to see the effects of

whole latent variables and indicators simultaneously in building the best brand perception

electronic products (AC, Fridge and Plasma TV).

The results of the study for each model showed that the model fit with the brand

strength RMSEA value and P-value for air conditioning products are 0.000 and 0.995,

0.000 and 1.000 refrigerator products while Plasma TV products 0,011 and 0,467. Fit

model indicates the influence of brand awareness, social brand awareness, brand perceived

quality, brand usage, brand performance, innovation and green communication awareness

simultaneously in building the best brand perception of electronic products. The variables

of brand image, brand innovation and communication green awareness play the biggest

role. The concept of messages that elevate the brand innovation and communication green

awareness in brand communication needs to be prioritized by the manager of branded

electronic products in making the brand communication strategy.

Keywords: Brand Awareness, Social Brand Awareness, Innovation, Green Communication

Awareness, Brand Equity