A STUDY ON THE RELATIONSHIP OF ELEMENTS OF MARKETING MIX AND BRAND EQUITY

2014 ◽  
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Relationship Of ◽  
The Relationship

scholarly journals FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

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

scholarly journals The Influence of the Application of Marketing Mix on the Purchase Decision of Prospective Consumers of Grand Cempaka Housing

2020 ◽  
Author(s):  
Gesang Sudrajad ◽  
J.E Sutanto
Keyword(s):  
Regression Analysis ◽  
Data Analysis ◽  
Quantitative Methods ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Purchase Decision ◽  
Relationship Of ◽  
The Relationship

The purpose of this study was to examine the effect of simultaneous and partial marketing mix on the purchase decision of prospective consumers of Grand Cempaka Housing.This research uses quantitative methods, and is a survey research from the types of explanatory research whose focus is placed on relational research: studying the relationship of variables. The object of research is the residents of Pasuruan City and the sample in this study is the Prospective Consumer of Grand Cempaka Housing. Data analysis uses multiple linear regression analysis methods.The results of the analysis show that Products, Prices, Places and Promotions simultaneously have a significant effect on the Decision of Purchasing Prospective Consumers of Grand Cempaka Housing. This shows that the marketing mix is one of the marketing strategies that should be considered so that the implementation of the marketing strategy can run successfully because the elements in the marketing mix influence each other. Variables in the marketing mix which include Products, Prices, Places and Promotions partially have a significant effect on the Decision of Purchasing Prospective Consumers of Grand Cempaka Housing. Keywords: marketing mix; purchase decision; property; housing

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

2019 ◽  
Vol 9 (1) ◽  
pp. 62-87 ◽  
Author(s):  
Sonia Kataria ◽  
Vinod Saini
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Oral Care ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

scholarly journals CAN PRODUCT LEADERSHIP BE A PREDICTOR OF A CUSTOMER’S LOYALTY?

2015 ◽  
Vol 29 (1) ◽  
Author(s):  
MS. Eric Santosa
Keyword(s):  
Brand Equity ◽  
Sales Volume ◽  
Service Support ◽  
Customer's Loyalty ◽  
Customer Intimacy ◽  
Relationship Of ◽  
Product Leadership ◽  
The Relationship

Leading companies commonly employ a particular strategy to cover a market. They mightchoose product leadership, service support excellence, customer intimacy strategy, as well as acombination of them.The use of these strategies is obviously to gain more customers, since the product becomes achoice as an effect of the brand equity strengthening. While firms are very concerned withcustomer loyalty to maintain a stable sales volume, a question arises whether the brand equityhas an effect on the customer’s loyalty. Logically, if a strategy can develop the product’s brandequity which in turn propels cutomers to buy it, it will hopefully improve customers’ loyalty aswell.Therefore, this study is designed to answer the questions, (1) which strategy (among thethree) adds power to the brand equity, (2) the brand equity is influential to the customer’sloyalty, and (3) the product leadership can predict the customer’s loyalty. Three antecedents ofbrand equity are employed, i.e. product leadership, service support excellence, and customerintimacy. These three variables, along with brand equity can also indicate as predictors ofcustomer’s loyalty. A sample consisting of 100 respondents withdrawn through a judgmentmethod. Data were analyzed by Amos 5.0 and SPSS 16.0. The results denote that the relationshipsbetween product leadership and customer intimacy to brand equity, also brand equity tocustomer’s loyalty are significant. On the contrary, the relationship of service supportexcellence to brand equity and the relationship of product leadership to customer’s loyalty aretrivial.Keywords: product leadership, service support excellence, customer intimacy, brand equity,customer’s loyalty

The Relationship of Entrepreneurial Competencies and Business Success of Malaysian SMEs: The Mediating Role of Innovation and Brand Equity

2016 ◽  
Vol 2 (2) ◽  
pp. 60
Author(s):  
Azmi Umar ◽  
Rohana Ngah
Keyword(s):  
Brand Equity ◽  
Business Environment ◽  
Business Success ◽  
Competitive Advantages ◽  
Business Growth ◽  
Mediating Role ◽  
Entrepreneurial Competencies ◽  
Conceptual Study ◽  
Relationship Of ◽  
The Relationship

This conceptual paperis to study the relationship         of         entrepreneurial competencies on business success in the context of Malaysian SMEs. Inthe recent study, when the business environment is hostile and dynamic, the entrepreneurial competencies are identified as the most important factor in business success. Entrepreneurial competencies are also connected directly to business performance.Beside     entrepreneurial competencies, the entrepreneurs should also be competent to create an innovation and brand equity for business growth. The innovation and brand equity contributed to competitive advantages that lead to business growth and success. This paper adopts the Resource Based Theory (RBT) which emphasize that entrepreneurial competencies, innovation, and brand equity are valuable and intangible resources that lead towards the success of business. There is a dearth of studies that have examined the influence of innovation and brand equity on the relationship of entrepreneurial competencies on thesuccess of Malaysian SMEs business. Therefore the current study strives to investigate the mediating impact of innovation and brand equity on the relationship between entrepreneurial competencies and SMEs business success. This conceptual study will contribute to the existing body knowledge as well as to entrepreneurs of Malaysian’s SMEs.

scholarly journals Effective Factors of Service Marketing Mix on Tourist Satisfaction: A Case Study

2019 ◽  
Vol 15 (7) ◽  
pp. 1 ◽  
Author(s):  
Mahfuzur Rahman ◽  
Mohammad Shariful Islam ◽  
Md. Al Amin ◽  
Rebaka Sultana ◽  
Md. Imran Talukder
Keyword(s):  
Measurement Techniques ◽  
Service Marketing ◽  
Marketing Mix ◽  
Decision Makers ◽  
Tourist Satisfaction ◽  
Research Gap ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

The core goal of the study is to examine the relationship between the service marketing mix and tourist satisfaction. The study also attempted to measures the impact of each element of service marketing on tourist satisfaction at Ahsan Manzil in Bangladesh. In order to attain the goal of the research, a good number of extant literature was reviewed and a structured questionnaire was developed to meet the research gap. Based on the studied variables non probabilistic convenience sampling method used to collect data from a sample of 250 respondents who visited the place and seven causal hypothesize was developed. Statistical measurement techniques employed for the study are descriptive, correlation, regression, ANOVA used and cronbach alpha measured the internal consistency of variables. Data analysis executed by using SPSS 20.0. The findings of the study revealed a positive linear relationship of all variables with tourist satisfaction except promotional activities. The novelty of the paper is that it exhibited the consequences of tourists’ satisfaction and dissatisfaction to guide decision-makers and to keep the specific focus on promotional activities.

scholarly journals Hubungan Brand Equity (Brand Awarenees, Brand Associations, Perceived Quality) dengan Keputusan Pemanfaatan Klinik Laktasi di Rumah Sakit Muhammadiyah Lamongan

2018 ◽  
Vol 3 (1) ◽  
pp. 49
Author(s):  
Fajar Ni’Syinta Armadani ◽  
Supriyadi Supriyadi ◽  
Nurnaningsih Herya Ulfah
Keyword(s):  
Health Services ◽  
Brand Equity ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Brand Associations ◽  
Quantitative Design ◽  
Relationship Of ◽  
The Relationship ◽  
Visit Number

Abstrack: The visit number of patient at the lactation clinic of Muhammadiyah Lamongan Hospital tends to be small and decreases every year. A decrease in the visit number of patient may indicate that the utilization of health services is lacking. In utilizing health services, consumers are influenced by several considerations. One of affects consumer considerations is brand equity (brand awareness, brand associations, and perceived quality). This study aims to determine the relationship of brand equity (brand awareness, brand associations, and perceived quality) with the decision of lactation clinic utilization at Muhammadiyah Lamongan Hospital. This research used correlational quantitative design to know the relationship between brand awareness (X1), Brand Associations (X2), perceived quality (X3), with decision of utilization of lactation clinic at Muhammadiyah Lamongan Hospital (Y). The population in this research was all patient who used lactation clinic at Muhammadiyah Lamongan Hospital and the sample were 32 patients, who visited the lactation clinic at Muhammadiyah Lamongan Hospital during April until May 2017. Technique of collecting data used questionnaire. Data analysis was correlation test, multiple linear regression test. Based on the results of the analysis, this study shows that there is a significant relationship simultaneously between brand awareness, brand associations, and perceived quality with the decision of utilization of lactation clinic at Muhammadiya Lamongan Hospital. Based on the result of coefficient of determination (R2) of 0.569 which means that Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) have contribution equal to 56.9% to decision of utilization to laktasi clinic at Muhammadiyah Hospital Lamongan (Y).Keywords:Brand Awareness, Brand Associations, Perceived Quality, Utilization of Health Care Service.Abstrak: Jumlah kunjungan pasien di klinik laktasi Rumah Sakit Muhammadiyah Lamongan cenderung sedikit dan mengalami penurunan setiap tahun. Penurunan jumlah kunjungan pasien dapat menunjukkan bahwa pemanfaatan pelayanan kesehatan yang kurang.Dalam memanfaatkan pelayanan kesehatan,konsumen dipengaruhi oleh beberapa pertimbangan, salah satu yang mempengaruhi pertimbangan konsumen ialah Brand Equity.Penelitian ini dilaksanakan dengan tujuan untuk mencari hubungan antara Brand Awareness, Brand Associations, dan Perceived Quality dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah Lamongan. Rancangan penelitian ini adalah kuantitatif korelasional dengan sampel sebanyak 32 orang. Teknik pengumpulan data menggunakan kuesioner. Analisis data menggunakan uji korelasi pearson dan uji regresi linier berganda. Hasil analisis penelitian didapatkan ada hubungan yang signifikan antara Brand awareness, Brand asssociations, Perceived quality secara bersama-sama dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah. Berdasarkan hasil koefisien determinasi (R2) sebesar 0,569 yang berarti bahwa Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) mempunyai kontribusi sebesar 56,9% terhadap keputusan pemanfaatan terhadap klinik laktasi di Rumah Sakit Muhammadiyah Lamongan (Y). Kata kunci: Brand Awareness, Brand Associations, Perceived Quality, Keputusan Pemanfaatan Pelayanan Kesehatan

scholarly journals Relationship of 7P Marketing Mix and Consumers' Loyalty in Traditional Markets

Agro Ekonomi ◽  
2019 ◽  
Vol 29 (2) ◽  
pp. 261
Author(s):  
Hariyani Dwi Anjani ◽  
Irham Irham ◽  
Lestari Rahayu Waluyati
Keyword(s):  
Marketing Mix ◽  
Economic Activities ◽  
Product Price ◽  
Average Value ◽  
Traditional Markets ◽  
The People ◽  
Traditional Market ◽  
Place Promotion ◽  
Relationship Of ◽  
The Relationship

The existence of the traditional market as a center of most people’s economic activities in Indonesian society has begun to be displaced by the modern market. Improvement in service quality is important in increasing consumers’ loyalty in order to retain them.  The purposes of this research are: 1) to know the level of marketing mix of (Product, Price, Place, Promotion, People, Process, in 7P traditional market; 2) to know the level of traditional market consumer’s loyalty of and 3) to determine the relationship between marketing mix implementation with consumer’s loyalty. There were 180 traditional market consumers selected by incidental sampling method from 8 traditional markets in 6 districts among 5 provinces all over Indonesia. Checklists and Likert scale questionnaires were used as tools in this study. Descriptive method was used to analyze data. Based on analysis results, it is known that, according to the consumers, the level of marketing mix implementation in traditional markets is high with an average value of 74.07%. The marketing mix elements in order to arrange from the highest to the lowest level of implementation are respectively those termed People, Process, Physical Evidence, Price, Place, Product, and Promotion. The People element is the highest in level. This shows that traders’ friendliness, alacrity, and honesty are still the hallmarks of traditional markets. The Promotion element is the lowest in level because most of the merchants do not implement proper promotion. The average of consumers’ loyalty level in traditional markets is 77.61%, which is considered high in the category. The 7P’s marketing mix, except for the Product aspect, have a positive and significant correlation with consumer loyalty, but it is still relatively weak. The consumers would continue to repurchase in the traditional markets and recommend that others also shop there.

Sign in / Sign up

Export Citation Format

Share Document