PENANAMAN INTERNAL BRANDING DALAM MEMBANGUN BRAND COMMITMENT
Abstract
Dalam berdaya saing suatu organisasi harus memiliki keunikan atau sering disebut dengan istilah branding.
Branding strategy sering digunakan perusahaan swasta dalam membentuk loyalitas dan kepuasan
pelanggan. Selain perusahaan swasta, di era global ini, perusahaan negeri –non-profit- juga di tuntut
demikian. Dalam membentuk atau memperkuat branding suatu organisasi diperlukan brand commitment
yang baik agar tujuan organisasi tercapai. Dalam penelitian terdahulu diketahui bahwa brand commitment
dipengaruhi oleh brand orientation dan brand involvement dari pelaku internal. Sehingga berkaitan dengan
career stage pegawai di sutau organisasi. Kampus UPN “Veteran” Jawa Timur merupakan organisasi
pendidikan negeri baru, yang memiliki brand sebagai kampus “Bela Negara”. Kemudian dalam penelitian
ini dilakukan pada sampel sejumlah 285 di UPN “Veteran” Jawa Timur. Variabel yang digunakan terdiri
dari career stage, brand orientation, brand involvement dan brand commitment dengan skala pengukuran
yang diadaptasi dari penelitian terdahulu. Kemudian uji hipotesis dilakukan dengan uji ANOVA dan regresi
linear. Kemudian diperoleh kesimpulan bahwa, terdapat perbedaan tingkat brand orientation berdasarkan
career stage, sedangkan pada brand involvement dan brand commitment tidak terdapat perbedaan
berdasarkan career stage. Kemudian hasil uji regresi linier menunjukkan bahwa terdapat pengaruh yang
signifikan diantara variabel brand orientation, brand involvement dan brand commitment.
Kata Kunci: Career Stage, Brand Orientation, Brand Involvement, Brand Commitment, Higher
Education
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