scholarly journals Understanding purchase intention of university students towards skin care products

2019 ◽  
Vol 3 (3) ◽  
pp. 161-178 ◽  
Author(s):  
Jia En Lee ◽  
Mei Ling Goh ◽  
Mohd Nazri Bin Mohd Noor
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Management ◽  
Structural Model ◽  
Perceived Quality ◽  
Skin Care ◽  
Brand Awareness ◽  
Content Type ◽  
Brand Association ◽  
Skin Care Products

Purpose The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study. Design/methodology/approach In total, 150 sets of self-administered questionnaires were distributed to students in a local private university in Melaka. Convenience sampling was used and data collected were analysed using SmartPLS to perform the measurement model and structural model. Findings Findings have showed that there are positive relationships between brand awareness, brand association, perceived quality and brand loyalty and consumers’ purchase intention towards skin care products. Furthermore, it is concluded that perceived quality is the most significant factor in influencing consumers’ purchase intention. Originality/value Firms are able to benefit from this study by formulating their brand management tactics referring to the findings to have competitive advantage over their competitors.

scholarly journals Faktor-Faktor Yang Memprediksi Purchase Intention Skin Care Garnier Di Indonesia

2021 ◽  
Vol 3 (2) ◽  
pp. 317
Author(s):  
Clara Tanuwijaya ◽  
Frangky Slamet
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Study Data ◽  
Skin Care ◽  
Brand Awareness ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Brand Association ◽  
Customer Commitment

Brand awareness is the consumer's ability to remember a brand, brand association is a positive / negative perception when remembering a brand, perceived quality is a customer evaluation of brand superiority, brand loyalty is a customer commitment to a brand, and purchase intention is an evaluation of consumers to decide to buy a product. This study aims to determine the predictions of brand awareness, brand association, perceived quality and brand loyalty to purchase intention with a conclusive quantitative method and a cross-section study. Data obtained by means of a survey made with "google form" sent via e-mail and WhatsApp to 100 respondents who are people who have used the Garnier brand skin care for at least 3 years in Indonesia with a non-probability sampling method (purposive sampling). Then there are 4 hypotheses in this study which were analyzed using PLS-SEM with SmartPLS 3. The results of this study indicate that brand awareness, brand association, perceived quality and brand loyalty each predict positively the purchase intention of Garnier brand skin care users in Indonesia. Brand awareness merupakan kemampuan konsumen untuk mengingat merek, brand association merupakan persepsi positif/negatif ketika mengingat merek, perceived quality merupakan evaluasi pelanggan pada keunggulan merek, brand loyalty komitmen pelanggan pada merek, dan purchase intention merupakan evaluasi konsumen untuk memutuskan beli produk. Penelitian ini bertujuan untuk mengetahui prediksi brand awareness, brand association, perceived quality dan brand loyalty terhadap purchase intention dengan metode kuantitatif berjenis konklusif dan cross-sectiona study. Data diperoleh dengan cara survei yang dibuat dengan “google form” yang dikirimkan melalui email dan whatsapp terhadap 100 responden yang merupakan orang yang menggunakan skin care merek Garnier minimal 3 tahun di Indonesia dengan metode non-probability sampling (purposive sampling). Kemudian terdapat 4 hipotesis pada penelitian ini yang dianalisis menggunakan PLS-SEM dengan SmartPLS 3. Hasil penelitian ini menunjukkan bahwa brand awareness, brand association, perceived quality dan brand loyalty masing-masing memprediksi positif purchase intention pengguna skin care merek Garnier di Indonesia.

scholarly journals Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

2021 ◽  
Vol 9 (12) ◽  
pp. 132-144
Author(s):  
Wawan Prasetia ◽  
Anas Hidayat
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Quality ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Brand Association ◽  
Positive Effect

This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square. The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.

scholarly journals THE INFLUENCE OF COUNTRY OF ORIGIN TOWARDS BRAND EQUITY DIMENSIONS AND PURCHASE INTENTION OF CHINESE SMARTPHONE BRAND

2021 ◽  
Vol 5 (2) ◽  
pp. 297
Author(s):  
Edy Kalme Haganta Sinulingga ◽  
Jean Richard Jokhu
Keyword(s):  
Significant Influence ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Equation Model ◽  
Brand Awareness ◽  
Brand Association ◽  
Convenience Sampling

Penelitian ini bertujuan untuk mengetahui: pengaruh negara asal terhadap dimensi ekuitas merek dan niat beli merek smartphone Cina yaitu Xiaomi. Variabel yang digunakan dalam penelitian ini adalah: negara asal, kesadaran merek, asosiasi merek, loyalitas merek, persepsi kualitas, dan niat beli. Penelitian ini menggunakan metode kuantitatif dengan metode convenience sampling. Pengumpulan data dalam penelitian ini menggunakan data primer dengan menyebarkan kuesioner kepada 302 responden yang pernah menggunakan smartphone chines. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Model (SEM) dengan software SmartPLS 3.0. Berdasarkan analisis yang telah dilakukan, hasil penelitian ini menunjukkan (1) terdapat pengaruh yang signifikan dari negara asal terhadap kesadaran merek, asosiasi merek, loyalitas merek dan persepsi kualitas. (2) Terdapat pengaruh yang signifikan antara kesadaran merek, loyalitas merek, dan persepsi kualitas terhadap niat beli. (3) Tidak terdapat pengaruh yang signifikan antara negara asal dan asosiasi merek terhadap niat beli. This study aimed to find out: the influence of country of origin towards brand equity dimensions and purchase intention of Chinese smartphone brand which is Xiaomi. The variables that used in this study are: country of origin, brand awareness, brand association, brand loyalty, perceived quality, and purchase intention. This study used quantitative methods with convenience sampling method. Data collection in this study used primary data by distributing a questionnaire to 302 respondents who are ever use chines smartphone. The data analysis technique in this study used Structural Equation Model (SEM) with SmartPLS 3.0 software. Based on the analysis that has been done, the result of this study shows (1) there are significant influence of country of origin on brand awareness, brand association, brand loyalty and perceived quality. (2) There are significant influence of brand awareness, brand loyalty, and perceived quality towards purchase intention. (3) There are no significant influence of country of origin and brand association towards purchase intention.

scholarly journals ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PADA PENGGUNA SMARTPHONE DI BATAM

2018 ◽  
Vol 18 (1) ◽  
pp. 41-56
Author(s):  
Lily Purwianti ◽  
Tommy Ricarto
Keyword(s):  
Social Sciences ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Research Data ◽  
Brand Awareness ◽  
Direct Impact ◽  
Brand Association

The focus of this study was to analyze the factors direct impact on purchase intention of smartphone’s users in Batam. Sample was taken from 400 smartphone’s user most crowded reseller shop in Batam (Nagoya hill and Lucky Plaza). The research data that has been collected and analyzed using the program statistical package for social sciences (smart pls). Results from this study showed a significant and no significant effect of independent on the dependent variable. First, brand awareness has a significant effect on perceived quality. Second, brand awareness and perceived quality has a significant effect on brand loyalty. Thirth, perceived quality, brand loyalty and brand awareness and brand association has a significant effect on purchase intention. Keywords: Brand awareness, perceived quality, brand loyalty, brand association and purchase intention

scholarly journals MEASURING BRAND EQUITY OF COSMECEUTICALS – A CASE USING CONSUMER BASED BRAND EQUITY MODEL

2017 ◽  
Vol 10 (6) ◽  
pp. 210
Author(s):  
Vaijayanthi P ◽  
Shreenivasan Ka
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Management ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equity Structure ◽  
Affective Component ◽  
Cognitive Components ◽  
Brand Association

Objective: This study intends to operationalize brand equity and form a standard measure of it that could be used across cosmeceutical products to measure brand equity. It attempts to provide an indication of a set of items that can contribute to brand equity.Methods: A survey instrument containing the said brand equity concept was administered to a sample pool of 200 select beauticians and consumers of a leading Indian Cosmeceutical brand identified using stratified random sampling method, from among the universe of the users of the product in Tiruchirappalli district, Tamil Nadu.Results: The results obtained confirm that the dimensions, viz., brand awareness, perceived quality, brand loyalty, brand association, and brand image were found to significantly contribute to brand equity in cosmeceutical products. The regression confirms that perceived quality and brand associations are not causal drivers but are only indirect drivers of brand equity. Further, the dimension perceived quality was very strongly related with both brand loyalty and brand image, and brand loyalty was very strongly related with brand association among the beauticians segment of the sample. In the case of the brand equity dimensions among consumers, the brand association was very strongly related with brand awareness, perceived quality, and perceived quality was very strongly associated with the brand image.Conclusion: The outcomes of the study confirm that cognitive components of perceived quality and brand association were less contributing to brand equity and the affective component of brand loyalty had stronger underpinning on brand equity construction and hence play an important role in brand management. The brand equity structure gives a very good clarification of brand equity drivers and also their relationships, to formulate a cause and effect model. The model can form a basis for more action-based tactical and operational marketing strategies.

Influences of the spokes-character on brand equity antecedents

2014 ◽  
Vol 26 (3) ◽  
pp. 494-515 ◽  
Author(s):  
En-Chi Chang
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Secondary Association ◽  
Content Type ◽  
Brand Association ◽  
Asian Market

Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the discussion about spokes-characters’ functions in marketing and branding, particularly in the Asian market. Design/methodology/approach – Data were collected through a survey among university students in Taiwan. The survey questionnaire was based on the literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using structural equation modeling. Findings – The results in this study show that the spokes-character perception is properly reflected by likability, relevance and expertise and likability is the most salient attribute. The spokes-character perception influences brand awareness/association and perceived quality, which in turn influence brand loyalty. Research limitations/implications – This study suggests that likability, relevance and expertise are proper constructs connoting the spokes-character perception and verifies the influence of the spokes-character, as a source of secondary association, on brand equity antecedents, i.e. brand awareness/association, perceived quality and brand loyalty. This study also finds that the spokes-character serves as a cue of perceived quality. Practical implications – The suggested scale provides marketers with an instrument for measuring consumers’ perception of a potential spokes-character. Besides, when the advertiser or the marketer designs a spokes-character, the character should not only be likable, but also be relevant and show expertise relating to the endorsed brand. Originality/value – This study hopes to encourage more discussions about the utilization of the spokes-character in the Asian market because the discussion about how the spokes-character works in this market is still scant. This study also provides empirical evidence for the influence of a secondary association, i.e. the spokes-character, on brand equity antecedents.

scholarly journals The Branding Impact on Charity Product Marketing Communication

2021 ◽  
Vol 18 (2) ◽  
pp. 459-472
Author(s):  
Hilarius Bambang Winarko ◽  
Lawrence Sa Benning ◽  
Sri Tunggul Pannindriya
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Association ◽  
Brand Credibility ◽  
Research Gap

This study aims to fill the research gap on millennial’s purchase attitude toward charity product in Youth of Indonesia (YoI) brand shoes which is promoted through social media. The research objective is to understand how branding elements affect the purchase intention of YoI shoes by using quantitative research method. There were 222 millennial valid respondents who are living in Jakarta metropolitan area participated in this research. The five brand elements are used as independent variables; they are brand awareness, perceived quality, brand association, brand loyalty, and brand credibility. Based-on the multiple linear regression output, it reports that brand awareness, perceived quality, and brand association do not have significant impact toward the millennial’s purchase intention. However, the brand loyalty and brand credibility give positive significant impact. Among others, the brand credibility is the most important factor that influence the millennial’s purchase intention as well as marketing communication strategy of this charity product.

scholarly journals Pengaruh Ekuitas Merek Terhadap Minat Beli (Studi Pada Konsumen Oronamin C di Kota Bandung)

2021 ◽  
Vol 6 (2) ◽  
pp. 64-71
Author(s):  
Qonita Firdaus ◽  
Tintin Suhaeni
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Analysis Method ◽  
Brand Association ◽  
Beverage Industry ◽  
Consumer Purchase Intention ◽  
Descriptive Method

Amid the growth of functional beverage industry, Oronamin C is still new on the market so the strength of this brand is still not very visible. Therefore, this study purpose is to determine the effect of Oronamin C’s brand equity on consumer purchase intention. This study uses an explanatory descriptive method with a quantitative approach to 150 respondents. The data analysis method used is descriptive statistics analysis, correlation, multiple regression, hypothesis testing. The results showed that brand equity and purchase intention were in the good category and both had a significant effect of 65.5%. The dimensions of brand equity, brand awareness and brand loyalty, are in the moderate category, while brand association and perceived quality are in the good category. With the significant influence between perceived quality and brand loyalty on purchase intention, and there is an insignificant influence between brand awareness and brand association on purchase intention.

Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana

2014 ◽  
Vol 21 (1) ◽  
pp. 117-131 ◽  
Author(s):  
Emmanuel Selase Asamoah
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Random Sampling ◽  
Predictive Power ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Survey Method ◽  
Content Type ◽  
Brand Association ◽  
Large Enterprises

Purpose – This paper has three main objectives. The first objective examines the degree of interrelationship between the level of brand equity and the performance of SMEs, while the second objective examines the extent of the antecedents of brand equity (brand awareness, brand association, perceived quality and brand loyalty) in predicting SME performance. The last objective examines the effect of brand equity on the performance of SMEs when the level of brand loyalty is high. Design/methodology/approach – Questionnaires were used in collecting data from managers and customers of SMEs. The sample comprises 98 managers and 311 customers of SMEs. In order to ensure that various sectors of SMEs were covered, stratified random sampling was used; thus, 40 per cent of the SMEs were from the trade sector, 30 per cent from the agriculture sector, and 30 per cent from the small manufacturing sector. However, a simple random sampling method was used in the selection of customers. Findings – It was found that there is a positive relationship between the various dimensions of brand equity and SME performance. Results from the regression analysis indicate a strong predictive power of SME performance by brand association and brand loyalty compared to brand awareness and perceived quality. The study concludes that the performance of SMEs and brand equity is high when there is high brand loyalty among customers. Research limitations/implications – This study did not examine the level of control and the major decision-making factors when deciding on the focus of brand building in both small and large enterprises. Studies could be conducted to compare the predictive power of the antecedents of brand equity in different industries (services, manufacturing and trade) for both SMEs and large enterprises. Practical implications – Managers of SMEs must devote their attention to the building of brand loyalty among customers irrespective of the industry in which they operate. Strategies must also be developed for brand associations as it is a prerequisite for the growth and continuous survival of businesses in a highly competitive market. Originality/value – The originality and value of this paper lies in the cross-sectional survey method (different industries) that was used as well as the use of the CBBE model in examining the competitiveness and performance of SMEs.

scholarly journals The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

2019 ◽  
Author(s):  
Lingga Binangkitsari ◽  
Sulistiono
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Purchase Decision ◽  
P Value ◽  
Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

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