Part of the policy concerning the quality of the product is the product. The quality of a product in the form of goods or services. should be determined by its dimensions. Dimensions of product quality can be described as follows. According to David Garvin quoted Vincent Gasperz, to determine the dimensions of the quality of the goods, may be through the eight dimensions as described below.
a. Performance, this is related to the functional aspects of an item and is considered a major characteristic of customer in purchasing the goods.
b. Features, namely aspects of performance that are useful to add to the basic function, associated with product choices and development.
c. Reliability, matters related to the probability of successfully carrying out its function of an item each time it is used in a certain period of time and under certain conditions anyway.
d. Conformance, this is related to the level of conformance to predetermined specifications based on customer desires. Confirmation reflects the degree of precision of the product design characteristics with the characteristics of quality standards have been set.
e. Durability, which is a reflection of the economic life in the form of the size or the lifetime durability of goods.
f. Serviceability, ie characteristics related to speed, competence, ease, and accuracy in providing services to repair the goods.
g. Aesthetics, a characteristic that is subjective about estitika values associated with personal consideration and reflection of individual preferences.
h. Fit and finish, the subjective character, associated with feelings of customers about the existence of such products as a quality product.
Product attributes are the elements of the product deemed important by consumers and used as the basis purchase decision. Product attributes include branding, packaging, guarantee (warranty),
services, and so on.
Brand is a name, term, sign, symbol / emblem, design, color, motion, or a combination of attributes of other products that are expected to provide the identity and differentiation of competitors’ products. Basically a brand is also a seller promises to consistently deliver a series of characteristics, benefits and certain services to the buyer. Good brands also deliver additional collateral in the form of quality assurance.
Brand is not just a set of attributes, since the consumer purchased was a benefit, rather than attributes. Attributes must be translated into the functional benefits and / or emotional. For example, expensive attributes can be translated into emotional benefits such as “This car can improve my pride”. Durable attribute can be reflected in the functional benefits such as “I do not need to buy a new car every few years”.
There is a considerable difference between the product and the brand. Product is just something produced factory. While the brand is something that is bought by consumers. If the product can be easily imitated competitors, the brand always has a uniqueness that is relatively difficult to trace. Brand is closely related to perception, so that the real competition is a battle going on between the company and not just fight the perception of the product.
Brand expert from the University of California at Berkeley (USA), David A. Aaker developed the concept of brand equity (brand equity). The core of this concept is that a brand can have a very strong position and a capital / equity, if the brand meets the four main factors, namely brand awareness (known by the consumer), strong brand association (has a good brand association), perceived quality ( perceived by consumers as a quality product), and brand loyalty (have a loyal customer).