scholarly journals Working paper respecto a la relación entre las actividades promocionales sobre la imagen la marca de producto e intención de compra aplicado a la categoría de electrodomésticos

2017 ◽  
Vol 2 (1) ◽  
Author(s):  
Jose Luis Quintero Rueda
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Purchase Decision ◽  
Research Projects ◽  
Working Paper ◽  
The People ◽  
Palabras Clave ◽  
Brand Perception ◽  
The Relationship ◽  
The City

<p><strong>Resumen </strong></p><p>Entendiendo que el presente documento constituye un "Working Papers" cuyo propósito es alojar el avance de los proyectos de investigación desarrollados en la Maestría de la IUPG , bajo la categoría de "literatura gris" proyectado a un artículo publicable en revista indexada, el resumen de este documento consiste en: analizar la influencia de las actividades promocionales en el sector de la compra de marcas de electrodomésticos, particularmente sobre la imagen de marca y la intención de compra de las personas de los estratos 2,3 y 4 de la ciudad de Bogotá. Se profundiza en el concepto de actividad promocional en esta categoría, analizando la relación desde la perspectiva teoría a la perspectiva practica de actividad promocional. Se espera que este estudio sirva a los practicantes y académicos del marketing, ofreciendo información respecto al papel de las actividades promocionales frente al diseño, desarrollo e innovación de producto en el ámbito de la imagen de marca y la intención de compra.</p><p><strong>Palabras clave: </strong>Actividades promocionales, imagen de marca, intención de compra.</p><p><strong>Abstract</strong></p><p>Understanding that the present document constitutes a Working Papers whose purpose is to accommodate the progress of the research projects developed in the IUPG Masters, under the category of "gray literature" projected to an article published in indexed journal, the summary of This document consists of: analyzing the influence of promotional activities in the sector of the purchase of household appliances brands, particularly on the brand image and the purchase intention of the people of strata 2, 3 and 4 of the city of Bogota . The concept of promotional activity is deepened in this category, analyzing the relationship from the theory perspective to the practical perspective of activity</p><p><strong>Key words: </strong>Promotional activities, purchase intention, purchase decision, brand perception.</p>

scholarly journals Implicaciones de comercialización de marcas con promociones. Relación entre las actividades promocionales de marcas de electrodomésticos y la intención de compra.

2017 ◽  
Vol 1 (2) ◽  
pp. 31
Author(s):  
Jose Luis Quintero Rueda
Keyword(s):  
Product Development ◽  
Purchase Intention ◽  
Purchase Decision ◽  
Promotional Activity ◽  
Household Appliance ◽  
Palabras Clave ◽  
Brand Perception ◽  
The Impact ◽  
The Relationship ◽  
The City

<p><strong>Resumen</strong></p><p>El objetivo de esta investigación es analizar la influencia de las actividades promocionales en el sector de electrodomésticos en el comportamiento o intención de compra de las personas de los estratos 2,3 y 4 de la ciudad de Bogotá. Inicialmente se estudian los conceptos de actividad promocional e intención de compra, analizando la relación o diferenciación de lo conceptual  con lo que actualmente se ejecuta como actividad promocional, concluyendo con las recomendaciones, diferencias o desviaciones de lo teórico practico encontradas, y definiendo  hasta qué punto  el diseño, el desarrollo del producto, la innovación, son percibidas por el cliente como variables importantes en la  decisión de compra o son anuladas por el  impacto del descuento o la promoción ofrecida.</p><p><strong>Palabras clave:</strong> Actividades promocionales, intención de compra, decisión de compra, percepción de marca.</p><p> </p><p><strong>Abstract</strong></p><p>The objective of this research is to analyze the influence of promotional activities in the household appliance sector on the behavior or intention to buy of people belonging to an economical status of 2, 3 and 4 in the city of Bogota. Initially, we are going to study the concepts of promotional activity and purchase intention, analyzing the relationship, or actual differentiation, of the conceptual with what is currently carried out as promotional activity, concluding with the recommendations, differences and/or deviations of the practical theoretical found, and defining to what extent Design, product development and innovation, are perceived by the customer as important variables in the purchase decision or are nullified by the impact of the discount or the promotion offered..</p><p><strong>Key words: </strong>Promotional activities, purchase intention, purchase decision, brand perception.</p>

scholarly journals Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention

2019 ◽  
Vol 6 (2) ◽  
pp. 86
Author(s):  
Wahyu Mega Kurnianto ◽  
Sylvia Sari Rosalina ◽  
Nurminingsih Nurminingsih
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Sampling Technique ◽  
Total Sample ◽  
Marketing Mix ◽  
Purchase Decision ◽  
The People ◽  
Research Population

This research aims to analyze the effect of marketing mix on brand image of the Spesial SB packaging beef meatball, analyze the effect of product quality on brand image of the Spesial SB packaging beef meatball, analyze the effect of brand image on purchase intention to the Spesial SB packaging beef meatball, and to analyze the effect of purchase intention on purchase decision to the Spesial SB packaging beef meatball. This research is quantitative research that applies an associative descriptive approach. The research population is the people of Halim Perdanakusuma Village of East Jakarta who once consumed the Spesial SB packaging beef meatball with a total sample of 190 people. The research sampling was carried out using incidental sampling technique. The data collection was performed by distributing questionnaires and conducting interviews. The data were analyzed using SEM-PLS 2 and SPSS. The analysis results showed that marketing mix has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, product quality has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, the brand image has a positive and significant effect on purchase intention of the Spesial SB packaging beef meatball, and purchase intention has a positive and significant effect on purchase decision the Spesial SB packaging beef meatball.

scholarly journals Analisis Pengaruh Social Media Terhadap Brand Attitude yang Memiliki Dampak Terhadap Purchase Intention

2021 ◽  
Vol 1 (1) ◽  
pp. 19-28
Author(s):  
Rita Rita ◽  
Farrell Ahimsa
Keyword(s):  
Social Media ◽  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Attitude ◽  
The People ◽  
Dependent Variables ◽  
The Relationship ◽  
The City

Tujuan penelitian ini untuk mengetahui hubungan dan pengaruh antara Social Media terhadap Brand Attitude yang memiliki dampak terhadap Purchase Intention pada Jasa wedding photography pada perusahaan PT. Cemara Selamat Sempurna.  Populasi pada penelitian ini adalah masyarakat yang bertempat tinggal di kota Jakarta. Penelitian ini menggunakan metode Structural Equation Model untuk mengukur hubungan dan pengaruh antar variabel independent dengan variabel dependent. Pengumpulan data pada penelitian ini dilakukan dengan menggunakan kuesioner yang disebarkan kepada 100 responden. Hasil yang dicapai pada penelitian ini adalah ditemukan adanya pengaruh antara Social Media terhadap Brand Attitude secara individu, adanya juga pengaruh secara simultan antara Social Media terhadap Purchase intention melalui Brand Attitude pada PT. Cemara Selamat Sempurna.  Namun ditemukan ada satu variabel yaitu Social Media yang tidak memiliki pengaruh secara langsung terhadap Purchase Intention. The purpose of this study was to find out the relationship and influence between Social Media on Brand Attitude that has an impact on Purchase Intention on wedding photography services at PT. Cemara Selamat Sempurna. The population in this study is the people who live in the city of Jakarta. This study uses the Structural Equation Model method to measure the relationship and influence between independent variables with dependent variables. Data collection in this study was conducted using a questionnaire distributed to 100 respondents. The results achieved in this study were found an influence of Social Media on Brand Attitude, there is also a simultaneous influence on Social Media and Purchase intention through Brand Attitude at PT. Cemara Selamat Sempurna. But it was found that there was one variable, namely Social Media that did not have a direct influence on Purchase Intention.

scholarly journals Analysis the Influence of Electronic Word of Mouth Zomato and Brand Image to Purchase Intention and Purchase Decision Which Mediated by Consumer Perception on Gyu-Kaku, Japanese BBQ

2021 ◽  
pp. 127-137
Author(s):  
Lily Suhaily ◽  
Sinta Boentoro ◽  
Florence Natahasa
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Rapid Development ◽  
Consumer Perception ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Positive Role ◽  
A Site ◽  
Relationship Of ◽  
The Relationship

In this era, technology has experienced rapid development. One of them is the internet. In connection with this, one of them appeared eWom Zomato application. Ewom Zomato is a site or application that provides various information about restaurants. The purpose of this study is to determine the effect of eWOM Zomato and brand image to purchase intention and purchase decision which mediated by consumer perception on Gyu-Kaku, Japanese BBQ. To analyse the data using SEM with LISREL. Samples was distributed to 200 respondents in Jakarta on Mei 2021. The results showed that E-WOM and Brand Image play an important role in improving consumer perception. However, consumer perception plays no role in mediating the E-WOM relationship with purchase decision. However, it can mediate well the relationship of brand image to purchase decision. Purchase intension itself plays a positive role in the purchase decision. Thus this research proves that consumer perception and purchase intention are means that support and encourage consumers to brand image to make purchase decisions. But it is not a decisive means for e-WOM in purchasing decisions.

scholarly journals Ethics of Retailers and Consumer Behavior in E-Commerce

2020 ◽  
Vol 11 (1) ◽  
pp. 107-126
Author(s):  
Zhi Yang ◽  
Quang Van Ngo ◽  
Chung Xuan Thi Nguyen
Keyword(s):  
Electronic Commerce ◽  
Communication Technology ◽  
Purchase Intention ◽  
Purchase Decision ◽  
Information Communication ◽  
Significant Relationships ◽  
Online Retailers ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

In the era of the information-communication technology with the development of electronic commerce, consumers can buy almost everything anywhere and at any time. One of the greatest benefits of e-commerce has been the convenience and the vast choices which consumers get online. However, some serious issues exist that impede consumers from transaction online. These issues have attracted the attention of many marketing researchers in recent years. In this research, the authors focus on the impact of consumers' ethics perception of e-retailer on their purchase intention and satisfaction. The authors also try to clarify the roles of trust and commitment in the relationship of ethics on consumers purchase decision and satisfaction because of their importance in e-commerce but also the privation in the research of previous studies. The data collected from a survey of 390 online consumers in Vietnam. Results reveal that there are significant relationships between online retailers' ethics and consumers' purchase intention and satisfaction via the mediation of trust and commitment.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

scholarly journals Factors Influencing the Consumers’ Perceptions towards Frozen and Ready-to-Cook Food Products in Bangladesh

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Nazrul Islam PhD
Keyword(s):  
Brand Image ◽  
Food Product ◽  
Food Products ◽  
Frozen Foods ◽  
Individual Factor ◽  
Factors Influencing ◽  
The People ◽  
Good For ◽  
The Impact ◽  
The City

Recently in Bangladesh, frozen and ready-to-cook food industry is growing very fast due to high demand of these products by the city dwellers. This study aims at identifying the factors influencing the consumers’ perception about the frozen and ready-to-cook food products on Bangladeshi people.A survey was conducted among 211 frozen and ready-to-cook food consumers of Dhaka city with a structured questionnaire. Both descriptive and inferential statistics were used to analyze the data. Factor analysis was conducted to identify the influencing factors related to the consumers’ perception about frozen and ready-to-cook food products. Regression analysis was accomplished to examine the impact of the factors on the overall consumers’ preferences of the processed frozen and ready-to-cook food products. Results show that the factors which influence the perception of the consumers about frozen and ready-to-cook food products are concerned with saving time, helpful and economic, low price, variety and good for health, brand image and quality, availability of the frozen foods, taste of the food, and attractive packaging of the food. Individual factor relationships show that the factors such as, saving time, the foods are helpful and economic, low price, variety and good for health, brand image and quality, and availability of the foods are significant and the factors such as, good taste of the food and attractive packaging of the food are not significant in the this study. This study suggests that the policymakers of the processed frozen and ready-to-cook food product manufacturers should give importance on these factors for increasing the demand of the products among the city dwellers of Bangladesh. Keywords: Consumers’ perception about fish, Meat and wheat-based frozen foods, Life style and taste preferences, Income of the people, Availability of the products, Easy to cook.

scholarly journals El "hameau" vertical de Le Corbusier. Una alternativa residencial al bloque lineal

2015 ◽  
Author(s):  
Yolanda Martínez Domingo ◽  
Josefina González Cubero
Keyword(s):  
Le Corbusier ◽  
Urban Environments ◽  
Formal Structure ◽  
Summer Camps ◽  
Palabras Clave ◽  
Cylindrical Volume ◽  
Collective Housing ◽  
The Relationship ◽  
The City ◽  
Synthetic Work

Resumen: El "hameau" vertical de Le Corbusier es un prototipo de alojamiento colectivo, desarrollado como alternativa plástica a la "Unité d'habitation de grandeur conforme", quizás su obra más sintética. La torre residencial se concreta a partir de las teorías urbanas de la regla de las 7V, a través de la impronta de una de las formas elementales: el volumen cilíndrico, manteniendo prácticamente inalteradas capacidad, forma y dimensiones en cualquiera de los entornos urbanos donde se inserta, los proyectos no construidos de su última etapa para Europa. Lejos de ser un modelo genuino es deudor de otras construcciones previas, los albergues para las colonias infantiles italianas, promovidas por la fábrica FIAT en los años 30, y algunos experimentos residenciales del arquitecto francés Auguste Bossu, erigidos también por esos años en la ciudad de Saint-Étienne. El artículo traza las relaciones entre estas construcciones y las aldeas cilíndricas para solteros, analizando las particularidades de su estructura formal y la dinámica de su organización interna, para comprobar cómo son adoptadas por Le Corbusier en la constitución de la identidad de un nuevo tipo de vivienda colectiva que permanece todavía a la sombra de sus proyectos más reconocidos. Abstract: The vertical "hameau" of Le Corbusier is a prototype of collective housing, developed as a plastic alternative to “Unité d’habitation de grandeur conforme", perhaps his most synthetic work. The residential tower is generated from urban doctrine of 7V theory through the shape of one of the elementary forms: the cylindrical volume. The towers keep capacity, shape and dimensions unchanged in any urban environments where they are inserted: the unbuilt urban projects in his last stage in Europe. Far from being a genuine type, is based in other previous constructions; the children's summer camps sponsored by the Fiat factory in the 30s, and some residential experiments by French architect Auguste Bossu erected by those years in the city of Saint-Etienne. The article describes the relationship between these structures and the cylindrical villages for singles and analyzes the peculiarities of their formal structure and the dynamic of their internal organization in order to check how those constructions were adapted by Le Corbusier for the constitution of a new collective type dwelling which still remains in the shadow of his most famous projects.  Palabras clave: Le Corbusier; hameaux verticaux; comuna cilíndrica; torre residencial. Keywords: Le Corbusier; hameaux verticaux; cylindrical commune; residential tower. DOI: http://dx.doi.org/10.4995/LC2015.2015.778

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