ANALISIS EKUITAS MEREK GULA PASIR GULAKU DAN GUPALAS

Introduction: This study aims to study the various elements of brand equity (brand equity) granulated sugar products, such as: brand awareness, brand association, brandperceived quality, and brand loyalty by comparing two brands of sugar products are Gulaku and Gupalas. Gulaku as first mover advantages which the first player to enter a particular industry is often considered to have the first opportunity to build market share since 2002, while Gupalas is a product that has just appeared in 2011.Methods: The sampling method used is purposive sampling with the number of respondents who were taken as the sample in the study of100 people consumers of sugar, especially housewives who are in theMadiun area. Analyzer used in this research is the analysis of the meandifference test through t test and a confirmation through Manova test.Results: Brand equity research results indicate that Gulaku have higherbrand equity than Gupalas. The difference was due to the three elements of brand equity include brand awareness, brand associations and brandloyalty of Gulaku much higher than Gupalas. While Gupalas Gulaku only be offset in terms of perceived quality alone.Conclusion and suggestion: This study is used as input Gupalasmanufacturers namely PT. Nusantara Plantation XI as brand equityevaluation of Gupalas include brand equity, which is supposed to be improved.

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Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta

The Winners ◽

10.21512/tw.v9i1.731 ◽

2008 ◽

Vol 9 (1) ◽

pp. 62

Author(s):

Masruroh Masruroh ◽

Awin Indranto

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Research Method ◽

Sampling Method ◽

Brand Image ◽

Student Perception ◽

Research Result ◽

Sampling Technique ◽

Brand Awareness ◽

Brand Association

Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.

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PENGARUH ASOSIASI MEREK, KESETIAAN MEREK, KESADARAN MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK PADA PENGGUNA SMARTPHONE OPPO

Jurnal Bina Manajemen ◽

10.52859/jbm.v10i1.147 ◽

2021 ◽

Vol 10 (1) ◽

pp. 206-219

Author(s):

Yenny Lego ◽

Hannes Widjaya

Keyword(s):

Market Share ◽

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

High Growth ◽

Sampling Technique ◽

Brand Awareness ◽

Purposive Sampling ◽

Brand Association ◽

Very High

The very high growth of smartphone users in Indonesia makes companies that issue smartphone products have to try to be the best among other smartphone companies. Currently, OPPO is in second place in the smartphone market share in Indonesia in the second quarter of 2019. The aim of this study is to determine brand association, brand loyalty, brand awareness and brand image have an influence on brand equity. The sampling technique was carried out by purposive sampling. The questionnaire was distributed to 150 respondents in Karawaci Tangerang who were OPPO smartphone users. The results of this study indicate that there is an effect of brand association on brand equity, meanwhile, brand loyalty, brand awareness, and brand image have no influence on brand equity.

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Brand Equity and Purchase Decisions on French Fries Product in Indonesia

Jurnal Organisasi dan Manajemen ◽

10.33830/jom.v16i2.955.2020 ◽

2020 ◽

Vol 16 (2) ◽

pp. 146-157

Author(s):

Junifer Mentari ◽

Abel Gandhy ◽

Doni Sahat Tua Manalu ◽

Sri Y.K Hardini

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Sampling Technique ◽

Perceived Quality ◽

French Fries ◽

Brand Awareness ◽

Purchase Decisions ◽

Brand Associations ◽

Packaging Design ◽

Brand Association

This study aims to determine the effect of brand awareness, brand associations, perceived quality, and brand loyalty to purchase decisions of French Fries. The research is quantitative and the sampling technique is purposive sampling, with 100 respondents. The researcher applies multiple regression analysis as data analysis techniques. Findings. The results show that all brand equity variables affect to purchasing decision of French fries. To improve brand awareness, corporate needs to advertise products on television and social media such as Instagram or food platforms. For brand association improvement, producers need to create new French Fries flavor. Attractive packaging design and usage instructions for perceived quality improvement. In brand loyalty must maintain consistency of product taste.

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The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

10.20944/preprints202001.0384.v1 ◽

2020 ◽

Author(s):

Sujin Bae ◽

Timothy Hyungsoo Jung ◽

Natasha Moorhouse ◽

Minjeong Suh ◽

Ohbyung Kwon

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Sampling Method ◽

Mixed Reality ◽

Brand Awareness ◽

Factors Affecting ◽

Brand Association ◽

Experience Survey ◽

Visitor Attractions ◽

Equity Perspective

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

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EFEK PEMASARAN DAN PERAN KELUARGA DALAM PEMBENTUKAN EKUITAS MEREK

Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen ◽

10.32477/jrm.v4i2.46 ◽

2017 ◽

Vol 4 (2) ◽

pp. 85-100

Author(s):

Siane Ivana Hartanto ◽

MF. Shellyana Junaedi

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Data Retrieval ◽

Perceived Quality ◽

Family Influence ◽

Brand Awareness ◽

Brand Associations ◽

Brand Association ◽

Retrieval Technique ◽

Perception Of Quality

This study aims to determine wheter the ads and family’s effect in the form of brand awareness and brand association and how the advertising, price promotions, and family influence in shaping the perception of quality. Brand awareness, brand associations, and perceived quality will also be tested the significant effect directly and indirectly the brand equity through brand loyalty. This research was conducted in the Yogyakarta where respondents are students. This study uses a quantitative method by distributing questionnaires to 200 respondents. Data retrieval technique using purposive sampling. Data processing techniques using regression analysis. The results of this study indicate that advertising and family has significant effects positively on brand awareness, but only a significant effect of family on brand association. Advertisements, family and the price also proved significant effect on the perception of quality. Brand awareness, brand associations and perceived quality have a significant effect directly or indirectly on brand equity through brand loyalty.

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Efek Pemasaran Dan Peran Keluarga Dalam Pembentukan Ekuitas Merek

Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen ◽

10.32477/jrm.v4i2.252 ◽

2017 ◽

Vol 4 (2) ◽

pp. 85-100

Author(s):

Siane Ivana Hartanto ◽

MF. Shellyana Junaedi

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Data Retrieval ◽

Perceived Quality ◽

Family Influence ◽

Brand Awareness ◽

Brand Associations ◽

Brand Association ◽

Retrieval Technique ◽

Perception Of Quality

This study aims to determine wheter the ads and family’s effect in the form of brand awareness and brand association and how the advertising, price promotions, and family influence in shaping the perception of quality. Brand awareness, brand associations, and perceived quality will also be tested the significant effect directly and indirectly the brand equity through brand loyalty. This research was conducted in the Yogyakarta where respondents are students. This study uses a quantitative method by distributing questionnaires to 200 respondents. Data retrieval technique using purposive sampling. Data processing techniques using regression analysis. The results of this study indicate that advertising and family has significant effects positively on brand awareness, but only a significant effect of family on brand association. Advertisements, family and the price also proved significant effect on the perception of quality. Brand awareness, brand associations and perceived quality have a significant effect directly or indirectly on brand equity through brand loyalty.

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Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽

10.1177/0972622517702187 ◽

2017 ◽

Vol 16 (1) ◽

pp. 45-59 ◽

Cited By ~ 2

Author(s):

Rajesh Sharma

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Associations ◽

Four Dimensions ◽

Global Brands ◽

Brand Association ◽

The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

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ANALISIS KUALITAS KESADARAN MEREK, ASOSIASI MEREK, DAN LOYALITAS KONSUMEN MI INSTAN

Jurnal Manajemen Maranatha ◽

10.28932/jmm.v18i2.1621 ◽

2019 ◽

Vol 18 (2) ◽

pp. 115-126

Author(s):

Yohanes Billy Somantri ◽

Leonita Martha Atmadjaja

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decision ◽

Brand Associations ◽

Purchasing Decision ◽

Brand Association ◽

Quality Perceptions ◽

Instant Noodles

In this study the respondents involved are consumers who make a purchase at one of Supermarket in Bandung. The goal of the study was to show brand awareness, quality perceptions, brand associations and brand loyalty that ultimately affect the purchase decision of instant noodles at the supermarket. The results of the study showed that brand awareness, perceived quality, brand association and brand loyalty has affect simultaneously in making the decision of purchasing. The conclusion of the study showed that instant noodles that are not top brand such as sarimi, has brand equity like instant noodle of the top brand. Keywords: Brand Awareness; Brand Equity Brand Loyalty, Perceived Quality; Purchasing Decision

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Behavior Analysis of Brand Loyalists and Brand Switcher in 5-Star Accommodation Services in Medan City

Society ◽

10.33019/society.v9i1.299 ◽

2021 ◽

Vol 9 (1) ◽

pp. 54-71

Author(s):

Femmy Indriany Dalimunthe

Keyword(s):

Discriminant Analysis ◽

Brand Equity ◽

Customer Loyalty ◽

Brand Loyalty ◽

Brand Awareness ◽

Analysis Method ◽

Brand Association ◽

Fundamental Part ◽

Main Target ◽

The Difference

A brand is a fundamental part of the marketing strategy in influencing purchase interest. A person’s buying ability will influence a customer to choose the product they want. In addition, higher competitiveness among hotels will create more awareness to maintain customer satisfaction and turn it into customer loyalty as the main target of their marketing. In connection with achieving customer loyalty, hotels must study the factors influencing customers to become loyal or switch from the hotel brand. A brand can be measured through brand equity which consists of a set of assets and liabilities of the Brand associated with the name and symbol of the Brand that can be given to consumers. Important and measurable components in forming brand equity include brand awareness, brand association, perceived quality, and brand loyalty. This study examines the variables that make the difference between loyalists and customers who switch hotel brands. The data used were taken from 42 respondents spread across the International Departure Terminal of Kualanamu Airport. The research method used is descriptive with a quantitative approach. The data were analyzed using the discriminant analysis method through the SPSS 12.0 program. And other limitations for this research are 5-Star Hotels and Chain International in Medan. Discriminant analysis shows that one factor requiring search variation distinguishes between brand loyalists and brand switchers. The Brand switching matrices show that all hotels serving consumers in Medan have low customer loyalty. The ratio between brand loyalists and brand switchers was 1:9, which means that only one person is loyal to one brand out of 10 consumers of accommodation services. The rest are types of consumers who like to switch to other brands.

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