{"id":917,"date":"2025-06-05T20:25:22","date_gmt":"2025-06-05T12:25:22","guid":{"rendered":"https:\/\/www.englishqu.com\/edukasi\/?p=917"},"modified":"2025-06-05T20:25:24","modified_gmt":"2025-06-05T12:25:24","slug":"brand-awareness-pengertian-dan-dimensi","status":"publish","type":"post","link":"https:\/\/www.englishqu.com\/edukasi\/brand-awareness-pengertian-dan-dimensi\/","title":{"rendered":"Brand Awareness: Pengertian dan Dimensi"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em><strong>Brand Awareness<\/strong><\/em> atau kesadaran merek merupakan salah satu konsep dalam pemasaran yang menjelaskan sejauh mana sejauh mana konsumen mengenal dan mengingat suatu merek dalam benak mereka.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dalam dunia pemasaran, <em>brand awareness<\/em> menjadi salah satu aspek paling penting untuk membangun hubungan yang kuat dengan konsumen. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Merek yang dikenal dengan baik cenderung lebih mudah dipilih oleh konsumen karena mereka merasa lebih familiar dan percaya terhadap produk atau layanan yang ditawarkan. <\/p>\n\n\n\n<div class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>Daftar Isi<\/h2><nav><ul><li class=\"\"><a href=\"#pengertian-brand-awareness\">Pengertian Brand Awareness<\/a><\/li><li class=\"\"><a href=\"#dimensi-brand-awareness\">Dimensi Brand Awareness<\/a><ul><li class=\"\"><a href=\"#brand-recognition\">Brand Recognition<\/a><\/li><li class=\"\"><a href=\"#brand-recall\">Brand Recall<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#referensi\">Referensi<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Brand awareness<\/em> sangat penting dalam pemasaran karena tanpa kesadaran merek yang baik, konsumen tidak akan mempertimbangkan merek Anda saat melakukan keputusan pembelian. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Brand awareness <\/em>digunakan dalam berbagai <strong>penelitian terkait pemasaran<\/strong>, baik sebagai variabel independen, mediasi, moderasi dan dependen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apa pengertian dan dimensi pengukurannya? Simak penjelasannya!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"pengertian-brand-awareness\">Pengertian <em>Brand Awareness<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Keller (2013) mendefinisikan brand awareness sebagai <em>\u201cthe strength of the brand node or trace in memory, as reflected by consumers\u2019 ability to recall or recognize the brand under different conditions.\u201d<\/em><sup data-fn=\"c1e589dd-36cc-4f9d-aff8-bed97ddaab6c\" class=\"fn\"><a id=\"c1e589dd-36cc-4f9d-aff8-bed97ddaab6c-link\" href=\"#c1e589dd-36cc-4f9d-aff8-bed97ddaab6c\">1<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Definisi lain diungkapkan oleh Aaker (1996), yang menyatakan bahwa <em>brand awareness<\/em> merupakan <em>\u201cthe strength of the brand\u2019s presence in the consumer\u2019s mind.\u201d<\/em><sup data-fn=\"a8e14780-dca8-448e-90de-b286507ad976\" class=\"fn\"><a id=\"a8e14780-dca8-448e-90de-b286507ad976-link\" href=\"#a8e14780-dca8-448e-90de-b286507ad976\">2<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Definisi tersebut menunjukkan kesanggupan konsumen untuk mengenali dan mengingat merek, yang dapat mencerminkan sikap konsumen terhadap merek tersebut.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rossiter (2014) yang mengeksplorasi konsep <em>branding<\/em> menjelaskan kesadaran merek sebagai kemampuan pembeli untuk mengidentifikasi merek dengan cukup rinci untuk melakukan pembelian.<sup data-fn=\"f7c2ebfb-0955-4f68-a97a-43fb5d8fe27e\" class=\"fn\"><a id=\"f7c2ebfb-0955-4f68-a97a-43fb5d8fe27e-link\" href=\"#f7c2ebfb-0955-4f68-a97a-43fb5d8fe27e\">3<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sementara itu, Bergkvist &amp; Taylor (2022) merumuskan definisi <em>brand awareness <\/em>sebagai \u201c<em>the likelihood that a person retrieves a brand identifier and a product category or category need from memory across brand-relevant situations.\u201d<\/em><sup data-fn=\"6cc94966-d865-4c90-b52a-d93aabd55760\" class=\"fn\"><a id=\"6cc94966-d865-4c90-b52a-d93aabd55760-link\" href=\"#6cc94966-d865-4c90-b52a-d93aabd55760\">4<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Di sisi lain, penelitian yang dilakukan oleh Hameed et al. (2023) menyimpulkan bahwa Brand awareness adalah <em>\u201clevel of consumer familiarity with a particular brand\u2019s products, services, or image.\u201d<\/em><sup data-fn=\"a7d13157-4015-4b9c-8c30-45f9d4a69abe\" class=\"fn\"><a id=\"a7d13157-4015-4b9c-8c30-45f9d4a69abe-link\" href=\"#a7d13157-4015-4b9c-8c30-45f9d4a69abe\">5<\/a><\/sup><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"dimensi-brand-awareness\">Dimensi Brand Awareness<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Keller (1993) membagi konsep kesadaran merek ke dalam dua dimensi, yakni <em>brand recognition<\/em> dan <em>brand recall.<\/em><sup data-fn=\"e85a7bc6-11bf-49ca-b4e8-d6d9952937a0\" class=\"fn\"><a id=\"e85a7bc6-11bf-49ca-b4e8-d6d9952937a0-link\" href=\"#e85a7bc6-11bf-49ca-b4e8-d6d9952937a0\">6<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sama halnya dengan Keller, Aaker (2014) dalam bukunya <em>\u201cAaker on Branding: 20 Principles that Drives Success\u201d <\/em>menggarisbawahi bahwa kesadaran merek terdiri dari pengenalan merek <em>(brand recognition) <\/em>dan ingatan konsumen terhadap merek <em>(brand recall)<\/em>.<sup data-fn=\"84b6dcd5-b10d-41e1-b02a-72f7902206a0\" class=\"fn\"><a id=\"84b6dcd5-b10d-41e1-b02a-72f7902206a0-link\" href=\"#84b6dcd5-b10d-41e1-b02a-72f7902206a0\">7<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Penelitian yang dilakukan oleh Johnson et al. (2021) dan Zhang et al. (2020) juga mengungkapkan dimensi <em>brand recognition<\/em> dan <em>brand recall<\/em>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"brand-recognition\">Brand Recognition<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dimensi pertama dari <em>brand awareness<\/em> adalah <em>brand recognition<\/em> (pengenalan merek). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Brand recognition <\/em>adalah kemampuan konsumen untuk mengenali merek setelah mereka terekspos dengan elemen-elemen visual atau lainnya seperti logo, warna, dan kemasan. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Brand recognition <\/em>biasanya terjadi ketika konsumen melihat atau mendengar elemen merek yang sudah familiar, dan mereka dapat mengidentifikasi merek tersebut.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>BACA JUGA: <a href=\"https:\/\/www.englishqu.com\/jasa-review-artikel-jurnal\/\">Jasa Review Jurnal Cepat <\/a><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Brand recognition<\/em> didefinisikan sebagai kemampuan konsumen untuk mengonfirmasi eksposure sebelumnya terhadap merek ketika diberikan merek tersebut sebagai petunjuk (Keller, 1993; Keller, 2013)<sup data-fn=\"ff715458-ed67-4925-9438-8609441d6b2d\" class=\"fn\"><a id=\"ff715458-ed67-4925-9438-8609441d6b2d-link\" href=\"#ff715458-ed67-4925-9438-8609441d6b2d\">8<\/a><\/sup><sup>&#8211;<\/sup><sup data-fn=\"f2e0d197-8fb6-4ee1-858c-039589caf082\" class=\"fn\"><a id=\"f2e0d197-8fb6-4ee1-858c-039589caf082-link\" href=\"#f2e0d197-8fb6-4ee1-858c-039589caf082\">9<\/a><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dengan kata lain, <em>brand recognition<\/em> mengharuskan konsumen untuk dapat membedakan merek tersebut dengan benar sebagai yang pernah dilihat atau didengar sebelumnya.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"brand-recall\">Brand Recall<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Brand recall <\/em>berhubungan dengan kemampuan konsumen untuk mengingat merek ketika diberikan kategori produk, kebutuhan yang dipenuhi oleh kategori tersebut, atau jenis petunjuk lain sebagai acuan (Keller, 1993; Keller, 2013).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dalam konteks ini, <em>Brand recall<\/em> terjadi ketika konsumen dapat mengingat nama merek atau merek tertentu ketika diberikan kategori produk tertentu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kamu butuh layanan Cari Jurnal tentang Topik ini atau topik lainnya<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"referensi\"><strong>Referensi<\/strong><\/h2>\n\n\n<ol class=\"wp-block-footnotes\"><li id=\"c1e589dd-36cc-4f9d-aff8-bed97ddaab6c\">Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. <em>Journal of Marketing, 57<\/em>(1), 1\u201322 <a href=\"#c1e589dd-36cc-4f9d-aff8-bed97ddaab6c-link\" aria-label=\"Lompat ke referensi catatan kaki 1\">\u21a9\ufe0e<\/a><\/li><li id=\"a8e14780-dca8-448e-90de-b286507ad976\">Aaker, D. A. (1996). <em>Building Strong Brands.<\/em> Free Press <a href=\"#a8e14780-dca8-448e-90de-b286507ad976-link\" aria-label=\"Lompat ke referensi catatan kaki 2\">\u21a9\ufe0e<\/a><\/li><li id=\"f7c2ebfb-0955-4f68-a97a-43fb5d8fe27e\">Rossiter, J. R. (2014). \u201cBranding\u201d explained: Defining and measuring brand awareness and brand attitude. <em>Journal of Brand Management, 21<\/em>(7-8), 533\u2013540. <a href=\"#f7c2ebfb-0955-4f68-a97a-43fb5d8fe27e-link\" aria-label=\"Lompat ke referensi catatan kaki 3\">\u21a9\ufe0e<\/a><\/li><li id=\"6cc94966-d865-4c90-b52a-d93aabd55760\">Bergkvist, L., &amp; Taylor, C. R. (2022). Reviving and Improving Brand Awareness As a Construct in Advertising Research. <em>Journal of Advertising, 51<\/em>(3), 294\u2013307 <a href=\"#6cc94966-d865-4c90-b52a-d93aabd55760-link\" aria-label=\"Lompat ke referensi catatan kaki 4\">\u21a9\ufe0e<\/a><\/li><li id=\"a7d13157-4015-4b9c-8c30-45f9d4a69abe\">Hameed, F., Malik, I. A., Hadi, N. U., &amp; Raza, M. A. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude. <em>Online Journal of Communication and Media Technologies, 13<\/em>(2), e202309 <a href=\"#a7d13157-4015-4b9c-8c30-45f9d4a69abe-link\" aria-label=\"Lompat ke referensi catatan kaki 5\">\u21a9\ufe0e<\/a><\/li><li id=\"e85a7bc6-11bf-49ca-b4e8-d6d9952937a0\">Keller, 1993  <a href=\"#e85a7bc6-11bf-49ca-b4e8-d6d9952937a0-link\" aria-label=\"Lompat ke referensi catatan kaki 6\">\u21a9\ufe0e<\/a><\/li><li id=\"84b6dcd5-b10d-41e1-b02a-72f7902206a0\">Aaker, D. (2014). <em>Aaker on branding: 20 principles that drive success<\/em>. Morgan James Publishing <a href=\"#84b6dcd5-b10d-41e1-b02a-72f7902206a0-link\" aria-label=\"Lompat ke referensi catatan kaki 7\">\u21a9\ufe0e<\/a><\/li><li id=\"ff715458-ed67-4925-9438-8609441d6b2d\">Keller, 1993. <a href=\"#ff715458-ed67-4925-9438-8609441d6b2d-link\" aria-label=\"Lompat ke referensi catatan kaki 8\">\u21a9\ufe0e<\/a><\/li><li id=\"f2e0d197-8fb6-4ee1-858c-039589caf082\">Keller, K. L. (2013). <em>Strategic brand management: Building, measuring, and managing brand equity<\/em> (4th ed.). Pearson Education Limited <a href=\"#f2e0d197-8fb6-4ee1-858c-039589caf082-link\" aria-label=\"Lompat ke referensi catatan kaki 9\">\u21a9\ufe0e<\/a><\/li><\/ol>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand Awareness atau kesadaran merek merupakan salah satu konsep dalam pemasaran yang menjelaskan sejauh mana sejauh mana konsumen mengenal dan mengingat suatu merek dalam benak mereka. Dalam dunia pemasaran, brand awareness menjadi salah satu aspek paling penting untuk membangun hubungan yang kuat dengan konsumen. Merek yang dikenal dengan baik cenderung lebih mudah dipilih oleh konsumen [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":920,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"[{\"content\":\"Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. <em>Journal of Marketing, 57<\/em>(1), 1\u201322\",\"id\":\"c1e589dd-36cc-4f9d-aff8-bed97ddaab6c\"},{\"content\":\"Aaker, D. A. (1996). <em>Building Strong Brands.<\/em> Free Press\",\"id\":\"a8e14780-dca8-448e-90de-b286507ad976\"},{\"content\":\"Rossiter, J. R. (2014). \u201cBranding\u201d explained: Defining and measuring brand awareness and brand attitude. <em>Journal of Brand Management, 21<\/em>(7-8), 533\u2013540.\",\"id\":\"f7c2ebfb-0955-4f68-a97a-43fb5d8fe27e\"},{\"content\":\"Bergkvist, L., &amp; Taylor, C. R. (2022). Reviving and Improving Brand Awareness As a Construct in Advertising Research. <em>Journal of Advertising, 51<\/em>(3), 294\u2013307\",\"id\":\"6cc94966-d865-4c90-b52a-d93aabd55760\"},{\"content\":\"Hameed, F., Malik, I. A., Hadi, N. U., &amp; Raza, M. A. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude. <em>Online Journal of Communication and Media Technologies, 13<\/em>(2), e202309\",\"id\":\"a7d13157-4015-4b9c-8c30-45f9d4a69abe\"},{\"content\":\"Keller, 1993 \",\"id\":\"e85a7bc6-11bf-49ca-b4e8-d6d9952937a0\"},{\"content\":\"Aaker, D. (2014). <em>Aaker on branding: 20 principles that drive success<\/em>. Morgan James Publishing\",\"id\":\"84b6dcd5-b10d-41e1-b02a-72f7902206a0\"},{\"content\":\"Keller, 1993.\",\"id\":\"ff715458-ed67-4925-9438-8609441d6b2d\"},{\"content\":\"Keller, K. L. (2013). <em>Strategic brand management: Building, measuring, and managing brand equity<\/em> (4th ed.). Pearson Education Limited\",\"id\":\"f2e0d197-8fb6-4ee1-858c-039589caf082\"}]"},"categories":[115],"tags":[116,117],"newstopic":[],"class_list":["post-917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-literatur-marketing","tag-branding","tag-riset-marketing"],"_links":{"self":[{"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/posts\/917","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/comments?post=917"}],"version-history":[{"count":5,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/posts\/917\/revisions"}],"predecessor-version":[{"id":923,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/posts\/917\/revisions\/923"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/media\/920"}],"wp:attachment":[{"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/media?parent=917"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/categories?post=917"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/tags?post=917"},{"taxonomy":"newstopic","embeddable":true,"href":"https:\/\/www.englishqu.com\/edukasi\/wp-json\/wp\/v2\/newstopic?post=917"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}