Strategi Peningkatan Ekuitas Merek di Indonesia

Kussuyatmono Bagus Wardianto; Damayanti Damayanti; Mediya Destalia; Supriyanto Supriyanto

doi:10.14710/jab.v9i1.26097

DOI: https://doi.org/10.14710/jab.v9i1.26097

Strategi Peningkatan Ekuitas Merek di Indonesia

*Kussuyatmono Bagus Wardianto - Universitas Lampung, Indonesia

Damayanti Damayanti - Universitas Lampung, Indonesia

Mediya Destalia - Universitas Lampung, Indonesia

Supriyanto Supriyanto - Universitas Lampung, Indonesia

Received: 24 Oct 2019; Revised: 18 Mar 2020; Accepted: 19 Mar 2020; Available online: 31 Mar 2020; Published: 31 Mar 2020.

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Abstract

Penelitian ini bertujuan untuk menguji apakah struktur modal, profitabilitas dan investasi secara signifikan mempengaruhi ekuitas merek. Ekuitas merek dalam penelitian ini diukur dengan menggunakan nilai merek yang dihitung melalui Metode Hirose (2002). Struktur modal diukur dengan menggunakan jumlah utang, profitabilitas diukur dengan menggunakan jumlah laba bersih dan investasi diukur dengan menggunakan jumlah acquisitions of fixed assets. Sampel yang diteliti adalah Perusahaan Sektor Barang Konsumsi yang terdaftar di Bursa Efek Indonesia periode 2012-2017. Hasil pengujian statistik menunjukkan bahwa profitabilitas dan investasi berpengaruh signifikan terhadap ekuitas merek. Sedangkan struktur modal berpengaruh tidak signifikan terhadap ekuitas merek.

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Keywords: Ekuitas Merek; Struktur Modal; Profitabilitas; Investasi

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