scholarly journals GAMBARAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEDAK TABUR PIXY DI INDONESIA

2018 ◽  
Vol 3 (3) ◽  
pp. 67-78
Author(s):  
Diana Ani Kartika ◽  
Ratih Hurriyati ◽  
Girang Razati
Keyword(s):  
Consumer Behaviour ◽  
Brand Management ◽  
Brand Personality ◽  
Marketing Research ◽  
Sales Promotion ◽  
Theory And Practice ◽  
Marketing Management ◽  
Survey Method ◽  
Global Business ◽  
Employer Brand

Purpose - The purpose of this study is to see the descriptionof the level ofbrand personality,andpurchase decision in consumers of Pixy powder in Indonesia. Design/methodology/approachh - The design of this study was cross sectional method. This research uses descriptive approach with explanatory survey method. The nurses analysis unit is 130 people. Data collection using questionnaire. The analysis technique used is descriptive technique by using frequency distributionFindings - Based on the results of the research using descriptive analysis, the results obtained that brand personality in the high category, and purchase decision in the good category.Originality/value -  The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347.Al-rasyid, H. (1994). Teknik Penarikan Sampel dan Penyusunan Skala. Bandung: Universitas Padjajaran.Arora, S., Neha. (2016). Determinants of Customer-based Brand Equity: A Study of Public and Private Banks. Global Business Review, 17(4), 905–920. Retrieved from http://doi.org/10.1177/0972150916645693Blackwell, R. D. (2005). Consumer Behaviour. Mason: Permissions Department.Buchari Alma. (2008). Mnajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.Cravens, Piercy. (2013). Strategic Marketing (10th ed.) (10th ed). New York: Mc Graw Hil.Dirgantari, P. D. (2016). PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT). Jurnal Pendidikan Manajemen Bisnis, 11, 22–31.Guthrie, M., Hye-shin, K., Jaehee, J. (2007). The effects of facial image andcosmetic usage on perceptions ofbrand personality. Journal of Fashion Marketing and Management, 12(2), 164–181. http://doi.org/10.1108/13612020810874863Hawkins, D. I. (2010). Building Marketing Strategy Consumer Behavior.Heding, T., Knudtzen, C. F., Bjerre, M. (2009). Brand Management.Hegner, S. M., Jevons, C., Hegner, S. M., Jevons, C. (2016). Brand trust : a cross-national validation in Germany , India , and South Africa. http://doi.org/10.1108/JPBM-02-2015-0814Karjaluoto, H., Munnukka, J., Salmi, M. (2016). Article information : Journal of Service Theory and Practice, 26(1).Kartajaya, H. (2010). Perjalanan Pemikiran Konsep Pemasaran Hermawan Kertajaya. Jakarta: Penerbit Erlangga.Keller, K. L. (2013). Strategic Brand Management (4th ed.). England: Pearson Education Inc. Retrieved from  http://doi.org/10.2307/1252315Keller, K. L., Kotler, P. (2016). Marketing Management (15e ed.). England: Pearson Education Limited.Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing management. England: Pearson Education Limited.Kotler, P., Keller, K. L. (n.d.). Marketing Management.Kwong, M. Z., Candinegara, I. (2014). elationship between Brand Experience , Brand Personality , Consumer Satisfaction , and Consumer Loyalty of DSSMF Brand. iBuss Management, 2(2), 89–98.Laios, L. G., Moschuris, S. J. (2015). The influence of enterprise type on the purchasing decision process. International Journal of Operations Production Management.Lamb, C. W., Hair, J. F. (2011). Marketing.Malhotra, N. K. (2010). Marketing Research (6th ed.). United States of America.Mulyadi, H., Saktiawati, D. (2008). Pengaruh Brand Personality terhadap Loyalitas Pelanggan Sampo Sunsilk. Jurnal Pendidikan Manajemen Bisnis, 7.Noel, H. (2009). Consumer behaviour. Switzerland: AVA Publishing SA.Orozoco-Gomez, M., Toldos-Romeo Ma, M. de l P. (2015). Brand personality and purchase intention, 27(5), 462–467. http://doi.org/10.1108/EBR-03-2013-0046Peter, J. P., Jerry, C. O. (2008). Consumer Behaviour perilaku konsumen dan strtegi pemasaran. Jakarta: Erlangga.Rampl, L. V., Kenning, P. (2014). Employer brand trust and affect : linking brand personality to employer brand attractiveness. http://doi.org/http://doi.org/10.1108/EJM-02-2012-0113Ratih, H., Irna, W. (2008). pengaruh pemasaran eksperiensial terhadp retensi pelanggan pada pengunjung resort spa kampung sampireun garut. Jurnal Pendidikan Manajemen Bisnis, 7, 1–19.Razati, G., Ruhimat, R. (2008). pengaruh sales promotion terhadap keputusan pengguna kartu kredit bni. Pendidikan Manajemen Bisnis, 7.Sangadji, E. M., Sopiah. (2013). Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitan. Yogyakarta: Andi offset.Schiffman, L. ., Kanuk, L. L. (2007). Consumer Behaviour. New Jersey: Pearson Prestice Hall.Solomon, M. R., Bamossy, G., Askegaard, S., Hogg, M. K. (2013). Consumer Behaviour.Sugiyono. (2010). Metode Penelitian Bisnis. Bandung: Alfabetha.Suharno. (2010). Marketing in Practice (edisi pert). Yogyakarta: Graha Ilmu.Surakhmad, W. (2004). Pengantar Penelitian Ilmiah Dasar Metode Teknik. Bandung: Tarsito.Utama, D. H., Amelia, F. (2009). ENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN PELANGGAN PRODUK TEH CELUP SOSRO DAN 2 TANG (Survei Pada Pelanggan Teh Celup di Griya Pahlawan dan Giant Pasteur Bandung). Urnal Pendidikan Manajemen Bisnis, 8(30-40).Yin, C., Mansori, S. (2016). Factor that influences consumers ’ brand loyalty towards cosmetic products. Journal of Marketing Management and Customer Behavior, 1, 12–29.

Brand religiosity aura and brand loyalty in Indonesia Islamic banking

2017 ◽  
Vol 8 (3) ◽  
pp. 361-372 ◽  
Author(s):  
Sri Wahyuni ◽  
Nani Fitriani
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Personality ◽  
Marketing Strategies ◽  
Marketing Management ◽  
Equation Modeling ◽  
Islamic Banking ◽  
Exploratory Research ◽  
Content Type

Purpose Brand loyalty reveals about such important issues as brand personality and brand bond. This study mainly examines the influence of brand aura on brand loyalty management. The study aims to inform strategic aspects of brand aura. The authors conduct an analysis of prominent brands of sharia commercial brand saving product in Indonesia. Design/methodology/approach This study is an exploratory research, using sample of 277 respondents of Islamic bank customers in five major cities in Indonesia (Semarang, Yogyakarta, Surabaya, Bandung and Jakarta). The data were analyzed using structural equation modeling (SEM) technique with AMOS (analysis of moment structure) program to examine the influence of brand religiosity aura toward brand loyalty. Findings The finding reveals the importance of brand aura as valuable moderating dimension of brand personality and brand bond relationship. The study found brand religiosity aura as a valuable determinant in the marketing strategies for Indonesia Islamic banking. Brand religiosity aura contributed to the development of the concept of marketing management through its impact to the positive attitude of Islamic banking saving customers. Research limitations/implications The authors describe conclusion with a consideration of the findings’ implications for conceptualizing future researchs and practicing brand managers. Originality/value This study originates in conceptualizing the brand religiosity aura to mediate the brand personality and brand emotional attachment in brand management and marketing management as well as to increase brand loyalty.

scholarly journals BRAND MANAGEMENT – THEORY AND PRACTICE IN THE FOOTBALL ACADEMIES IN BULGARIA

2021 ◽  
Vol 1 (2021) ◽  
pp. 106-115
Author(s):  
Nina Atanasova ◽  
◽  
Emil Atanasov ◽  
Keyword(s):  
Professional Training ◽  
Brand Management ◽  
Management Practice ◽  
Corporate Identity ◽  
Theory And Practice ◽  
Survey Method ◽  
Sports Management ◽  
Documentary Sources ◽  
Football Clubs ◽  
Starting Point

Football attracts the attention of a number of researchers who study the management of football clubs and academies in different countries. The focus is on the managerial philosophy, goal setting, organization of the sports training process and others. An important element in the business management of football clubs is the use of marketing techniques - active communication, targeted promotional activities, the choice of communication constants to impose corporate identity and reputation. The purpose of this research was to examine the experience and operational capabilities of some football academies in Bulgaria in creating a corporate identity and establishing a football brand. The research tasks were related to: researching literary and documentary sources on the problem under study, conducting expert research with heads of football academies (14 people) in connection with the application of brand management as a form of brand management and enforcement, researching and analyzing the experience of PFC “Levski” in the policy of imposing the brand among the fans. As part of our work we used different research methods, such us: content analysis, survey method, with a strong expert focus and case studies. During the research we analyzed the promotional tools used by football academies, their policy to create a club identity, the importance of quality in the creation and supplying the service of teaching and the professional training of young players. A study of similar nature is a novelty for sports management practice in football. The conclusions and final recommendations can be used as a starting point in order to upgrade and diversify the forms of promotional policy of football academies.

Archetypic branding with positions of ergonomic support of marketing researches

Ergodesign ◽  
2020 ◽  
Vol 2020 (1) ◽  
pp. 3-18
Author(s):  
Marijam Arpentieva
Keyword(s):  
Role Models ◽  
Role Model ◽  
Historical Context ◽  
Marketing Research ◽  
Theory And Practice ◽  
Specific Role ◽  
Brand Strategy

The article discusses the current problems of the theory and practice of archetypal branding, analyzes the problems of archetypal branding from the perspective of ergonomic support for marketing research. In the framework of modern ergonomics, one of the tasks of its development is the ergonomic support of marketing research, including research on the development and evaluation of the effectiveness and productivity of the brand. A brand that is developed by marketers in accordance with a particular archetype or a specific role model can not only gain consumer recognition, but also help them formulate a way to express themselves. A role model in terms of the ergonomic support of marketing research can be used to develop a brand strategy: it represents an image that reflects a person’s ideas about a desirable role in the community. The client seeks not only to demonstrate this image to people, but also to use it in order to support and transform his own identity. At the same time, role models, unlike archetypal structures, practices and theorists from the standpoint of ergonomic support of marketing research typologize, based directly on a comparison with the leading motives of life and consumption. Role models correspond to different consumption situations, without contradicting the specific cultural and historical context. From the position of ergonomic support of marketing research, they should and can be used as functions specific to a given community, region, and time, as well as transcultural or supercultural structures that reflect one or another pole of the archetype in a particular cultural and historical environment.

MODEL KEPUTUSAN PEMBELIAN MELALUI IMPLEMENTASI STRATEGI BAURAN PROMOSI PADA BISNIS ONLINE (STUDI KASUS: PADA TRANSPORTASI PT GOJEK INDONESIA)

2018 ◽  
Vol 16 (1) ◽  
pp. 85-92
Author(s):  
Eddy Soeryanto Soegoto
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Analysis Procedure ◽  
Sales Promotion ◽  
Survey Method ◽  
Purchase Decision ◽  
Transportation Service ◽  
Analysis Technique ◽  
Community Relationship ◽  
Personal Sale

The goals of the research are to divulge the implementation of promotion mix strategy and its impact on the purchase decision towards the Go-jek online transportation service. The research-er uses a quantitative approach, descriptive and verified design, and survey method. As much as 100 respondents have been drawn using the purposive approach from the population of the Go-jek consumers. The data collection employs questionnaire and the path analysis procedure has been used as the data analysis technique. The findings of this research are as follows: the varia-bles of advertising, sales promotion, personal sale, publicity and community relationship fall into moderate – good category; moreover both partially and simultaneously the variables of advertis-ing, sales promotion, personal sale, publicity and community relationship, as well as direct mar-keting affect the purchase decision.

Bank Marketing: Features, New Trends, and Prospects

2019 ◽  
pp. 83-88
Author(s):  
E. N. Valiev ◽  
E. N. Veysov
Keyword(s):  
Systems Approach ◽  
Marketing Research ◽  
Theory And Practice ◽  
Scientific Publications ◽  
Scientific Methods ◽  
New Directions ◽  
General Scientific ◽  
Modern Economic ◽  
The Subject ◽  
Bank Marketing

The importance of the subject of this study is attributable to the need of developing the theory and practice of formation of bank marketing, its features and new trends associated with this concept. Prospects for the development of banks and their ability to quickly and efficiently address new challenges presented by the market can be determined through modern forms, methods of management and creative use of financial marketing opportunities.Aim. The presented study aims to examine the specific aspects, principles, conditions, factors of emergence, and prospects for the development of bank marketing and forms of its management in modern economic conditions.Tasks. The authors identify the major trends and perspective directions in the development of bank marketing in Azerbaijan at the current stage.Methods. As its methodological and theoretical basis, this study uses a systems approach to the analysis of its subject, conceptual approaches outlined in the works of Azerbaijani, Russian, and foreign scientists in the field of bank marketing. These methods are used to determine the essence of bank marketing, present the types and organization of marketing research, and identify the characteristic traits, new forms, and directions for the development of bank marketing.Results. The study uses general scientific methods of cognition in various aspects to identify characteristic traits, trends, and new directions of bank marketing. A review of scientific publications shows that academic papers tend to focus on general conceptual approaches to the practical application of marketing. The authors believe that the issues of organization of a comprehensive bank management system, its implementation based on innovations in the promotion of banking products and services in the financial market, and substantiation of channels for their distribution among consumers are insufficiently explored. This makes the subject of this study extremely relevant due to the inevitable optimization of the organizational structure of banks through comprehensive implementation of the marketing system.Conclusions. Theoretical and practical issues of bank marketing are examined. As a result, the specific features and characteristic traits of this mechanism, conditions and factors for its emergence, and its prospects in the context of the digital economy are analyzed.

Something old, something new: Enabled theory building in qualitative marketing research

2021 ◽  
pp. 147059312110322
Author(s):  
Pierre-Yann Dolbec ◽  
Eileen Fischer ◽  
Robin Canniford
Keyword(s):  
Consumer Research ◽  
Review Process ◽  
Marketing Research ◽  
Theory And Practice ◽  
Theory Building ◽  
Marketing Theory ◽  
Research Projects ◽  
Novel Theory ◽  
The Creation ◽  
Analytical Tools

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversation, we conduct a grounded analysis of papers that feature enabled theorizing with the aim of describing and analyzing how enabled theorizing is practiced. Our analysis suggests that enabled theorizing marries data with analytical tools and ontological perspectives in ways that advance ongoing conversations in marketing theory and practice, as well as informing policy and methods. Based on interviews with marketing and consumer research scholars who practice enabled theorizing, we explain how researchers use enabling theories to shape research projects, how researchers select enabling lenses, and how they negotiate the review process. We discuss the implications of our analyses for theory-building in our field, and we question the notion of originality in relation to theory more generally.

WILL COVID-19 CONTRIBUTE TO AN INCREASE IN COCOONING IN THE NUTRITIONAL BEHAVIOUR OF POLES?

2021 ◽  
Author(s):  
Gabriela Hanus
Keyword(s):  
Consumer Behaviour ◽  
Social Economic ◽  
Eating Behaviour ◽  
Secondary Data ◽  
Food Choices ◽  
Survey Method ◽  
Strong Impact ◽  
Logistics Industry ◽  
Highly Educated ◽  
The Social

The social, economic and technological changes that have occurred in the last decade have substantially altered consumers’ eating behaviour. The objective of this study was to identify and describe cocooning as a new phenomenon in the food choices of Polish consumers and the factors that shape it, with particular stress on the possible impact of the COVID-19 pandemic on this trend. For this purpose, primary and secondary tests were carried out. The primary studies examine the level of cocooning in consumer’ food choices, while secondary data analysis focuses on finding a relation between this phenomenon and the COVID-19 pandemic. The direct research was conducted by means of the survey method on a sample of 660 Poles in 2018. The survey carried out among Poles has shown that cocooning is rather poorly noticeable in the eating behaviour of consumers. This trend is observable predominantly in the behaviour of young people who are rather highly educated city residents; however, this depends on the type of activity related to cocooning. On the basis of secondary research, it has been shown that anxiety and a disturbed sense of public and social security are one of the most important factors that may affect the development of cocooning in consumer behaviour. The COVID-19 pandemic that hit the world in 2020 has evoked this kind of feeling in many consumers, which has been aggravated by the restrictions imposed by the state. Owing to the restrictions, social isolation increased and Poles have transferred many activities home, thus forming new habits, which may have a strong impact on their consumption behaviour in the longer term, even after the pandemic comes to an end. It is worth noting that the increase in the level of cocooning directly contributes to the growth of the e-commerce market, which poses new challenges especially for the logistics industry.

scholarly journals Motivation and consumer behaviour in the context of loyalty programs

2012 ◽  
Vol 60 (2) ◽  
pp. 211-216
Author(s):  
Klára Mrkosová ◽  
Ondřej Dufek ◽  
Luděk Majer
Keyword(s):  
Consumer Behaviour ◽  
Marketing Research ◽  
Loyalty Programs ◽  
Loyalty Program ◽  
Deferred Compensation

The paper introduces the partial results of the marketing research on loyalty programs. The aim was to identify the reasons that lead consumers to participate in loyalty programs and the benefits that are the main motivators for participation in the loyalty program. Respondents had the opportunity to create a loyalty program as they wish. The aim of this paper was also to prove the popularity of loyalty programs based on the principles of the deferred compensation.

scholarly journals METHODOLOGICAL PROBLEMS IN THE ASSESSMENT OF THE EMPLOYER'S BRAND

2019 ◽  
Vol 34 (5) ◽  
pp. 1275-1282
Author(s):  
Nedka Nikolova
Keyword(s):  
Human Capital ◽  
Corporate Identity ◽  
Theory And Practice ◽  
Human Capital Management ◽  
Component Structure ◽  
Strategic Human Capital ◽  
Employer Brand ◽  
Marketing Tool ◽  
First Time ◽  
Conceptual Nature

HR brand is a new socio-economic and management phenomenon that now shapes its theory and develops its potential in practice. Interest in its application is growing globally, both theoretically and practically. The HR-brand concept is rapidly developing as an effective marketing tool for strategic human capital management, creating a positive corporate identity and increasing the organization's competitiveness, but to date there is no systematized uniform theory and methodology. With increasing interest, its conceptual nature, component structure, models and technology for construction and development, as well as the effects of its application in strategic terms are discussed. A central methodological problem in theory and practice is the assessment of the employer's brand as part of the intangible assets of the firm, which has a significant role in the formation of market capitalization. Specialized scientific literature proposes different approaches, methodologies, models that are fragmented. The rapid development of high technologies and the intensive update of the technological and socio-economic infrastructure of the society, the dynamic state of the economy and the growing competition in the open labor market are only a part of the factors that make the problem of the shortage of highly qualified specialists a global, multi-dimensional and multi-level problem. As a new phenomenon, it requires formulation, structuring and complex research - in a managerial, organizational, social, economic and psychological aspect. Labor market globalization and the "war for talents" motivate many companies to seek new management approaches. With the development of the theory and methodology of marketing and the expansion of its practical application on the basis of modern information technology, more and more companies use marketing tools to formulate and implement their competitive strategies. The idea of applying the marketing approach to the strategic management of the human capital in the organization has been proposed and discussed for the first time by the marketing experts Simon Barrow and Tim Ambler in the period 1990-1996, when they both identified and defined for the first time a specific employer's brand (Employer Brand - EB), also called Human Resources Brand (HR - brand), different from the common corporate brand and the product brands of the organization. Unlike other corporate brands, Employer Brand identifies the organization as an employer. HR-brand is a new socio-economic and management phenomenon that is now forming its theory and develops its potential in practice. the interest in its application is increasing on a global scale, both in theory and practice. As far as the human capital is key to both small and large companies, it is equally applicable to all organizations, regardless of size and industry. The concept of the HR-brand is rapidly developing as an effective marketing tool for strategic human capital management, creating a positive corporate identity and increasing the competitiveness of the organization, but to date there is no systematized theory and methodology. With increasing interest, its conceptual nature, component structure, models and technology for construction and development, as well as the effects of its strategic application are being discussed. Various approaches, methodologies, models that have a fragmentary character are proposed in the specialized scientific literature. The belief that, to the extent that the employer's brand expresses its unique identity, it is widely believed that it should be created and developed according to a unique internal project of the organization. The main goal of the author in this publication is the systematization of the results of the theoretical research on the methods of assessment of the employer's brand.The best practices of leading global companies included in the "Fortune Global 500 Companies" are discussed. The practical significance of the study is the possibility that the results could be used by Bulgarian companies in the competitive struggle for attracting talents

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