The influence of intensive distribution and sales promotion towards corporate image, customer-based brand equity, repurchase intention and word of mouth using generalized structured component analysis

2021 ◽  
Author(s):  
Ande Langga
Keyword(s):  
Brand Equity ◽  
Word Of Mouth ◽  
Component Analysis ◽  
Corporate Image ◽  
Sales Promotion ◽  
Repurchase Intention ◽  
Generalized Structured Component Analysis

scholarly journals PENGARUH E-SERVQUAL TERHADAP E-SATISFACTION, E-WOM DAN ONLINE REPURCHASE INTENTION

2021 ◽  
Vol 12 (1) ◽  
pp. 15-30
Author(s):  
Saodin Saodin
Keyword(s):  
Service Quality ◽  
Word Of Mouth ◽  
Component Analysis ◽  
Repurchase Intention ◽  
Generalized Structured Component Analysis

Penelitian ini secara spesifik bertujuan untuk menguji dan menjelaskan pengaruh  e-service quality terhadap e-satisfaction, e-word of mouth dan online repurchase intention konsumen pada Hotel Bintang Tiga di Provinsi Lampung. Penelitian ini bersifat explanatory research yang menjelaskan hubungan kausal antara variabel melalui pengujian hipotesis. Jumlah sampel dalam penelitian ini 142 konsumen hotel yang pernah menginap  dan melakukan reservasi (pemesanan kembali) secara online melalui website pemesanan hotel di salah satu Hotel Bintang Tiga di Provinsi Lampung. Teknis analisis data menggunakan analisis Generalized Structured Component Analysis (GSCA). Temuan penelitian menunjukan bahwa lima hipotesis yang diajukan diterima yang bermakna terdapat pengaruh  yang  signifikan e-service quality  terhadap   e-satisfaction, e-word of mouth dan online repurchase intention.Kata kunci: E-ServQual; E-Satisfaction; E-WOM; Online Repurchase Intention

scholarly journals Peran Sales Promotion dan Brand Equity dalam Memengaruhi Re-purchase Intention Produk Fashion di Marketplace

2021 ◽  
Vol 9 (4) ◽  
pp. 1582-1591
Author(s):  
Yudhistira Rangga Paksi ◽  
Tias Andarini Indarwati
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Sampling Method ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Primary Data ◽  
Observation Data ◽  
Repurchase Intention ◽  
Repurchase Intentions ◽  
The Impact

Indonesia's e-commerce growth in 2020 has increased quite a lot compared to 2019. Fashion is rising and safe to shop online at Indonesian e-commerce and Shopee as one of the largest E-commerce in Indonesia. Erigo, as a local Indonesian brand, competes with competitors to get customers repurchase intentions. The article examines the impact of sales promotion and brand equity on customer intention to repurchase Erigo local brand products by studying the Shopee marketplace. The sample of this research is respondents who have purchased Erigo products at Shopee. This primary data was collected by questionnaire and observation. Data analysis with multiple linear regression and sample used was 121 respondents. The sampling method used nonprobability sampling, and the sampling technique was judgmental sampling. The results showed that Sales Promotion and Brand Equity had a significant influence on the repurchase intention of Erigo products. This study recommends Erigo to maintain brand equity. Erigo also must keep their unique promotions, such as low prices at the end of the month and get free items for the purchase. Erigo can also use the findings for its brand evaluation.

scholarly journals Pengaruh Strategi Promosi Stikom Interstudi terhadap Peningkatan Ekuitas Merek

InterKomunika ◽  
2017 ◽  
Vol 2 (2) ◽  
pp. 146
Author(s):  
Soebiagdo Soebiagdo ◽  
Poppy Ruliana
Keyword(s):  
Factor Analysis ◽  
Mixed Methods ◽  
Research Design ◽  
Brand Equity ◽  
Mixed Methods Research ◽  
Word Of Mouth ◽  
Two Dimensions ◽  
Sales Promotion ◽  
Purposive Sampling ◽  
Promotional Strategy

The purpose of this study is to determine and analyze the influence of STIKOM InterStudi promotion strategy to increase brand equity. The concept of promotional strategy according to Lamb, Hair, McDaniel (2001: 146), is a plan for optimal use of elements of advertising, public relations, personal sales and sales promotion ". Brand equity, according to David A. Aaker (1991), is "a series of brand assets and liabilities associated with a brand, its name and symbol, which add or subtract the value of a product or service to the company and / or its customer ". Aaker's definition implies that brand equity can be valuable to the company (company-based brand equity) and to the customer (customer-based brand equity). The approach used in this research is quantitative. The method used is explanative, and the type of research is survey. The population of this study are STIKOM InterStudi students as many as 1154 students and 92 sample students referring to Taro Yamane formula with Purposive Sampling technique. The data are processed by using SPSS 20.0 with Factor Analysis Menu, Alpha Cronbach, Descriptive Statistics and Inferential Statistics then presented in frequency table, mean value and regression analysis. Technique of data collecting done in primary and secondary. Primarily conducted through observation, questionnaire distribution, interview. While the secondary is done through literature and documentation. To analyze the data used Mixed Methods (Mixed Methods). Mixed method research is a good design to use if we try to base on the strength of both quantitative and qualitative data. The design of a mixed methods research design is a procedure for collecting, analyzing, "and mixing" quantitative and qualitative methods in a study or series of studies to understand the research problem (Cresswell & Plano Clark, 2011). The results showed that the promotional strategy undertaken by STIKOM InterStudi had an effect on increasing Brand Equity, but the effect was too low, only 14.3%. While the rest, as much as 85.7% influenced by other factors not examined in this study. Dimensions that have a significant influence in Brand Equity improvement are the dimensions of Word of Mouth (X2), while the other two dimensions: Advertising (X1) and Digital Advertising (X3), partially have no significant effect on Brand Equity STIKOM InterStudi. Tujuan penelitian ini adalah Untuk mengetahui dan menganalisis pengaruh strategi promosi STIKOM InterStudi terhadap peningkatan ekuitas merek. Konsep strategi promosi menurut Lamb, Hair, McDaniel (2001 : 146), adalah rencana untuk penggunaan yang optimal dari elemen-elemen periklanan, hubungan masyarakat, penjualan pribadi dan promosi penjualan”. Sedangkan Brand equity menurut David A. Aaker (1991) adalah “serangkaian asset dan kewajiban (liabilities) merek yang terkait dengan sebuah merek, nama dan simbolnya, yang menambah atau mengurangi nilai yang diberikan sebuah produk atau jasa kepada perusahaan dan /atau pelanggan perusahaan tersebut”. Definisi Aaker menyiratkan bahwa brand equity bisa bernilai bagi perusahaan (company based brand equity) dan bagi konsumen (customer-based brand equity). Pendekatan yang diguanakan dalam penelitian ini adalah kuantitatif. Metode yang digunakan eksplanatif, dan jenis penelitiannya adalah survey.  Populasi penelitian ini adalah siswa STIKOM InterStudi sebanyak 1154 siswa dan 92 sampel siswa mengacu pada formula Taro Yamane dengan teknik Purposive Sampling. Data yang diolah dengan menggunakan SPSS 20.0 dengan Factor Analysis Menu, Alpha Cronbach, Statistik Deskriptif dan Statistik Inferensial kemudian disajikan pada tabel frekuensi, nilai mean dan analisis regresi. Teknik pengumpulan data dilakukan secara primer dan sekunder. Secara primer dilakukan melalui observasi, penyebaran kuesioner, wawancara. Sedangkan secara sekunder dilakukan melalui kepustakaan dan dokumentasi. Untuk menganalisis data digunakan  Metode Campuran (Mixed Methods). Penelitian metode campuran adalah suatu rancangan yang baik untuk digunakan jika kita mencoba mendasarkan pada kekuatan data kuantitatif maupun kualitatif. Rancangan penelitian metode campuran (mixed methods research design) adalah suatu prosedur untuk mengumpulkan, menganalisis, “dan mencampur” metode kuantitatif dan kualitatif dalam suatu penelitian atau serangkaian penelitian untuk memahami permasalahan penelitian (Cresswell & Plano Clark, 2011). Hasil penelitian  menunjukkan bahwa strategi promosi yang dilakukan oleh STIKOM InterStudi berpengaruh dalam meningkatkan Brand Equity, namun pengaruhnya terlalu rendah, hanya memiliki 14,3%.  Sedangkan sisanya, sebanyak 85,7% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dimensi yang memiliki pengaruh signifikan dalam peningkatan Brand Equity adalah dimensi Word of Mouth (X2), sedangkan dua dimensi lainnya: Periklanan (X1) dan Digital Advertising (X3), secara parsial tidak berpengaruh signifikan dalam peningkatan Brand Equity STIKOM InterStudi. 

Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 175-182
Author(s):  
Alida Wahyuni
Keyword(s):  
Higher Education ◽  
Public Relations ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Services Marketing ◽  
Sales Promotion ◽  
Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

2011 ◽  
pp. 61-88
Author(s):  
Huong Hoang Thi Thu ◽  
Lin Yu-Li
Keyword(s):  
Brand Equity ◽  
Sales Promotion ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Performance ◽  
Business Context ◽  
Brand Association ◽  
Customer Perceived Value ◽  
Trade Promotions ◽  
Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

PENGARUH CORPORATE IMAGE, TRUST, WORD OF MOUTH DAN COMMUNICATION MARKETING TERHADAP CUSTOMER SATISFACTION PADA PT. BANK NEGARA INDONESIA (PERSERO) CERME, GRESIK

Develop ◽  
2019 ◽  
Vol 3 (1) ◽  
pp. 27
Author(s):  
Chandra Kartika Kartika ◽  
Akhmad Kusaeri ◽  
Muhammad Taufik ◽  
Moh Deni Kurniawan Yusuf ◽  
Mozha Pramesti Putri ◽  
...  
Keyword(s):  
Customer Satisfaction ◽  
Word Of Mouth ◽  
Corporate Image ◽  
Word Of Mouth Communication

Persaingan bank dalam pelayanan jasa banyak competitor yang ingin memperbaiki kesalahan yang sebelumnya. Corporate image, trust, word of mouth, dan communication marketing diduga mempunyai peran penting dan perlu diperhatikan dalam upaya meningkatkan kinerja pemasaran dalam suatu perusahaan layanan jasa seperti  perbankan dan lembaga keuangan. Penelitian ini bertujuan untuk mengetahui pengaruh Corporate image, trust, word of mouth, dan communication marketing terhadap customer satisfaction. Sampel yang digunakan sebanyak 80 responden dari populasi 400 Nasabah PT. Bank Negara Indonesia (persero) cerme, gresik. Metode penelitian ini menggunakan metode kuantitif dan teknik analisis yang digunakan regresi linier berganda Y= 0,057 + 0,126 X1 + 0,892 X2 + 0,173 X3 + 0,444 X4 + 2,857. Hasil penelitian secara simultan menunjukkan Corporate image, trust, word of mouth, dan communication marketing berpengaruh signifikan terhadap customer satisfaction. Secara parsial menunjukkan corporate image, word of mouth, dan communication marketing tidak berpengaruh signifikan terhadap customer satisfaction, sedangkan trust berpengaruh terhadap customer satisfaction. sebaiknya manajemen PT. Bank Negara Indonesia (persero) Cerme, Gresik memperhatikan Corporate image, trust, word of mouth, communication marketing, dan  customer satisfaction. Manajemen juga dapat memberikan pelayanan yang baik.Kata kunci :   corporate image, trust, word of mouth,communication marketing, customer satisfaction

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