ANALISIS PERBEDAAN PERSEPSI BUSINESS BRAND LINTAS GENERASI PADA ANGKATAN VIII “FAMILY BUSINESS UNIVERSITAS CIPUTRA”

Metta Padmalia

Penulis

Metta Padmalia Ciputra University, Indonesia

Kata Kunci:

family business brand, family firm identity, family firm image, family firm reputation

Abstrak

Penelitian bertujuan untuk menganalisis perbedaan persepsi tiga dimensi family business brand (family firm identity, family firm image, dan family firm reputation) antara incumbent-keluarga, incumbent-non-keluarga, dan generasi penerus. Penelitian berikut diharapkan dapat memberikan pemahaman terkait bagaimana tiga subsistem yang berbeda dalam suatu bisnis keluarga memiliki pemahaman terhadap family business brand. Apabila terdapat peredaan persepsi maka akan diusulkan strategi yang tepat agar operasional perusahaan dapat lancer dan terjadi peningkatan nilai merek perusahaan tersebut. Populasi dalam penelitian ini adalah seluruh pemilik bisnis keluarga dari kelompok Family Business Universitas Ciputra angkatan VIII, penentuan sampel dilakukan berdasarkan purposive random sampling dengan kriteria tertentu.Metode penelitian yang digunakan adalah uji beda nyata One Way ANOVA yang dioperasikan menggunakan program IBM SPSS Statistics 23. Hasil analisis menunjukkan bahwa terdapat perbedaan yang signifikan di antara ketiga kategori responden pada dimensi family firm identity dan family firm reputation. Sedangkan pada family firm image tidak terdapat perbedaan yang signifikan di antara ketiga kategori responden.

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