The effect of marketing mix and after sales service toward brand equity

The present research aimed to study the effect of the marketing mix (price, product, place, promotion) and after-sales services on three dimensions of brand equity (perceived quality, brand loyalty, and brand awareness) using the Aaker Model. After-sales service in the automotive industry is emphasized as a key and effective element in the promotion of perceived quality, brand loyalty, brand equity, and even products pricing. It is a descriptive survey in which the required data were collected using a questionnaire. The statistical population included the buyers of products of Iran Khodro Diesel Company who have used the sales and after-sales services of this company, 384 of whom were selected as the sample. The obtained data were analyzed using Smart PLS-2 and SPSS-21. The results indicated that product; place (distribution), promotion (advertisement), and after-sales services have a significant impact on dimensions of brand equity.

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ANALISIS KEUNGGULAN DAN KELEMAHAN MERK FRUIT TEA

Jurnal Sistem Teknik Industri ◽

10.32734/jsti.v18i1.342 ◽

2018 ◽

Vol 18 (1) ◽

pp. 36-43

Author(s):

Sukaria Sinulingga ◽

Humala Napitupulu ◽

Ferdyanta Sitepu

Keyword(s):

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Marketing Mix ◽

T Test ◽

Brand Awareness ◽

Satisfaction Index ◽

Brand Association ◽

Paired Samples

Penelitian Ini bertujuan melakukan mengidentifikasi dan menganalisis faktor–faktor Ekuitas Merek(Brand Equity), yang terdiri dari Brand Awareness, Brand Association dan Perceived Quality – Marketing Mix,yang mempengaruhi loyalitas konsumen (Brand Loyalty) didalam membeli suatu produk minuman teh rasa buahdalam kemasan, sehingga diketahui faktor faktor Brand Equity yang paling menentukan keunggulan dankelemahan produk merek Fruit Tea yang diproduksi oleh PT. Sinar Sosro dibandingkan dengan merek Fresteayang diproduksi oleh PT. Coca-Cola Indonesia, berdasarkan preferensi konsumen di didalam memilih merekminuman teh rasa buah dalam kemasan.Dua ratus Responden Mahasiswa Universitas Sumatera Utara dilibatkandalam penelitian yang dipilih menggunakan Teknik Non probability sampling, dimana pemilihan sampelditentukan dengan model Purposive dan Judgment sampling dengan pertimbangan tertentu yaitu pernahmengkonsumsi produk dengan merek Fruit Tea maupun produk merek Fres Tea kemasan apa saja. Pengumpulandata dilakukan dengan menyebar kuesioner, dan metode analisis data dilakukan dengan Analisis Regresi LinierBerganda, Koefisien Determinasi, Signifikansi Simultan (Uji F), Signifikansi Parsial (Uji T), PerbandinganBerpasangan (Paired – Samples t Test), Customer Satisfaction Index, Analisis Tingkat Kepentingan dan KinerjaAtribut Dimensi Kualitas Produk, dan Analisis Loyalitas Konsumen.Hasil penelitian menunjukkan bahwa secaragaris besar dari 3 pembentuk variable Brand Equity, diketahui merek Fres Tea unggul pada Brand Awarenessdan Perceived Quality, sedangkan merek Fruit Tea unggul pada Brand Association. Secara keseluruhan atribut–atribut pembentuk Brand Equity produk merek Fres Tea lebih unggul dibanding dengan merek Fruit Teatermasuk tingkat Loyalitas Responden (Brand Loyalty) didalam membeli produk merek Frestea.

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

10.31227/osf.io/vztdh ◽

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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FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

Jurnal Manajemen ◽

10.31937/manajemen.v13i1.1710 ◽

2021 ◽

Vol 13 (1) ◽

pp. 1-22

Author(s):

Evo Sampetua Hariandja ◽

Aurellia Adeline ◽

Ferdinandus Eric ◽

Yossel Christopher

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Quantitative Research ◽

Perceived Quality ◽

Brand Awareness ◽

Validity And Reliability ◽

Brand Reputation ◽

Relationship Of ◽

The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2019.v08.i12.p13 ◽

2019 ◽

Vol 8 (12) ◽

pp. 7154

Author(s):

Ni Kadek Ayu Juniantari ◽

Eka Sulistyawati

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Descriptive Analysis ◽

Research Result ◽

Perceived Quality ◽

Brand Awareness ◽

Test Technique ◽

Brand Association ◽

Analysis Technique ◽

Training Activities

This study aims to determine brand equity differences between Nike and Adidas from Denpasar athletes perception. The population in this study are all athletes in Denpasar who use the sport product brand Nike and Adidas to support training activities. The sample that used in this study is 100 respondents using Purposive Sampling method, and the data analysis technique used is Descriptive Analysis and T-test technique. Based on the research result, it shows that there are differences in brand awareness, brand association, perceived quality, and brand loyalty between Nike and Adidas sport product. Keywords : comparison, brand, brand equity, brand awareness, brand association, perceived quality, brand loyalty

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Penilaian Konsumen Tentang Ekuitas Merek Shopping Mall di Surabaya (Studi Pada Tunjungan Plaza, Surabaya Plaza, dan Mal Galaxy)

BISMA (Bisnis dan Manajemen) ◽

10.26740/bisma.v2n1.p72-84 ◽

2018 ◽

Vol 2 (1) ◽

pp. 72

Author(s):

ACHMAD ROFIAN DJUNAEDI ◽

Sri Setyo Iriani

Keyword(s):

Marketing Strategy ◽

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Shopping Mall ◽

Brand Awareness ◽

Brand Association

Tunjungan Plaza, Surabaya Plaza, Mal Galaxy is part of a shopping mall that has a longevity brand in Surabaya, was established before the 2000th and still exist today. Tunjungan Plaza, Surabaya Plaza, and the Mal Galaxy have the outlet mall and tenant with famous brand, both brands from Indonesia and an international brand. Each of the shopping mall has a marketing strategy to build strong brand equity at the consumers perception. Brand equity may increase or decrease the value given by the shopping mall to the company or its customers. This research aims to determine consumer’s assessment of shopping mall brand equity in Surabaya, brand equity is measured by brand awareness, brand association, perceived quality, and brand loyalty. These results shows that Tunjungan Plaza is a shopping mall that brand awareness is remembered by most responden, most positively associated, and the highest brand loyalty, while the Mal Galaxy is a shopping mall which considered by respondents to the best perceived quality. Overall, Tunjungan Plaza is a shopping mall which has the strongest brand equity in Surabaya.

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Male And Female Influence On Hypermarket Brand Equity

International Business & Economics Research Journal (IBER) ◽

10.19030/iber.v7i9.3288 ◽

2011 ◽

Vol 7 (9) ◽

Author(s):

Hui-Chu Chen ◽

Robert D. Green ◽

James Miller

Keyword(s):

Gender Differences ◽

Brand Equity ◽

Brand Loyalty ◽

Equity Theory ◽

Perceived Quality ◽

Consumer Product ◽

Brand Awareness ◽

Male And Female ◽

Research Opportunities ◽

Brand Association

Based on the customer-based brand equity theory (Keller, 1993) and its retail construct measures of brand loyalty, brand awareness, perceived quality, and brand association (Pappu, Quester, and Cooksey, 2006), gender differences are presented, tested and analyzed. The study finds that females have significantly higher brand association (p < 0.01) and total brand equity (p < 0.05). This article concludes with the implications and research opportunities for branding scholars and to consumer product manufacturers and retailers.

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Determination of Customer based Brand Equity and Its Impact on Loyalty for Apparel Brands among Young Students of Chennai City

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.c6879.098319 ◽

2019 ◽

Vol 8 (3) ◽

pp. 5333-5337

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Associations ◽

Brand Differentiation ◽

Young Students ◽

Customer Attitude ◽

Chennai City

There is a fastidious saying that “Customer is a king”. Mahatma Gandhiji has also quoted that “Customer is the most important visitor on our premises”. Marketers and firms had understood that desire of the customers is very important for their brands. Customer passion is the drive of any brands. Brand equity refers the brand value. Methodology: Undoubtedly brands are the asset of the company. Customer based brand equity is to determine the customer attitude towards a brand. CBBE model was proposed by Aaker(1991) and K.L Keller(1992). Based on the model, the researcher has proposed a questionnaire construct which is administered to the young student’s community of Chennai city regarding the apparel brands which they patronize in their everyday life. 273 samples were collected from the young college students of Chennai. 10 samples were taken for pilot study to check the validity of the questionnaire and the responses. Research Gap: Earlier studies have proved that Brand Awareness, Brand Associations, Perceived quality and Brand loyalty are the dimensions of brand equity. In this study the researcher has slightly made an alteration by adding additional constructs namely Brand relevance and Brand differentiation (Brand Asset Valuator Model of brand equity) and attempted to prove all the 5 dimensions are having impact on brand loyalty. Author proved, perceived quality is the mediation construct to achieve the brand loyalty (outcome) using Structural equation modelling. Findings: Findings proved that Brand Awareness, Brand Associations, Perceived quality, Brand relevance and brand differentiation is having an impact on loyalty among young students of Chennai city.

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THE IMPACT OF BRAND EQUITY TO PURCHASE INTENTION (CASE STUDY FROM IPHONE USERS IN MAKASSAR)

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v5i1.8696 ◽

2021 ◽

Vol 5 (1) ◽

pp. 1

Author(s):

Gita Gabriella ◽

Sonny Sonny

Keyword(s):

Quantitative Analysis ◽

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Perceived Quality ◽

Brand Awareness ◽

Coefficient Of Determination ◽

Purposive Sampling ◽

The Impact

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan di pasar ponsel cerdas. Terlepas dari popularitas iPhone ketika perusahaan memperkenalkan iPhone untuk pertama kalinya pada tahun 2007, iPhone telah mengalami persaingan ketat dari produsen smartphone lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan kepuasan pelanggan terhadap niat beli konsumen produk iPhone. Elemen ekuitas merek yang digunakan dalam penelitian ini adalah kesadaran merek, kualitas persepsi, kepuasan pelanggan, dan loyalitas merek. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada sembilan puluh enam responden dengan menggunakan purposive sampling. Responden adalah orang yang saat ini menggunakan produk iPhone. Data dianalisis dengan menggunakan analisis kuantitatif. Analisis kuantitatif terdiri dari uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dengan uji F dan uji t, serta analisis koefisien determinasi (R). Dari hasil penelitian dapat disimpulkan, bahwa kepuasan pelanggan dan loyalitas merek merupakan elemen utama konsumen membeli merek iphone. Sedangkan kesadaran merek dan kualitas persepsi tidak berpengaruh dalam faktor pembelian. This research is motivated by the increasing competition in the smartphone market. Despite the popularity of the iPhone when the company introduced the iPhone for the first time in 2007, the iPhone has experienced stiff competition from other smartphone manufacturers. This study aims to determine the effect of brand equity and customer satisfaction on consumer purchase intentions of iPhone products. The elements of brand equity used in this study are brand awareness, perceived quality, customer satisfaction, and brand loyalty. This research was conducted by distributing questionnaires to ninety-six respondents using purposive sampling. Respondents are people who currently use iPhone products. Data were analyzed using quantitative analysis. Quantitative analysis consists of validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing with the F test and t test, and analysis of the coefficient of determination (R). The results of research can be concluded that customer satisfaction and brand loyalty are the main elements of consumers buying the iPhone brand. Meanwhile, brand awareness and perceived quality has no effect on purchasing factors.

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Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)

Jurnal Manajemen dan Organisasi ◽

10.29244/jmo.v1i1.14147 ◽

2016 ◽

Vol 1 (1) ◽

pp. 24

Author(s):

Fredie Pratama ◽

Jono M. Munandar

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Growing Up ◽

Brand Association ◽

Strong Position ◽

Market Leader ◽

High Level

Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet.

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