PENGARUH BRAND KNOWLEDGE TERHADAP BRAND PREFERENCE CALON MAHASISWA PASCASARJANA: BUKTI EMPIRIS PADA PROGRAM MAGISTER MANAJEMEM UNPAR

2014 ◽  
Vol 9 (2) ◽  
pp. 127
Author(s):  
Ronald Chandra Fattama
Keyword(s):  
Higher Education ◽  
Multiple Regression ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Preference ◽  
Public And Private ◽  
Brand Knowledge ◽  
Marketing Program ◽  
Catholic University ◽  
Result Show

One of nicknames that given to Bandung is city of students. It called that way, because of many institutions both public and private in Bandung. Some study estimates that higher education’s demand will increase about four times in 2025. Students that sign up to Parahyangan Catholic University Master of Management had a declining tendency. That delcining tendency is allegeldy because marketing program and promotion that used by Parahyangan Catholic University didn’t go well. The purpose of this research is generally to determine the effect of Parahyangan Catholic University’s brand knowledge on prospective student’s brand preference.The analysis of this research using multiple regression to determine the effect of Parahyangan Catholic University Master Management’s brand awareness and iamge on prosprective student’s brand preference. The findings of this result show that Parahyangan Catholic University Master of Management is recommended to enhance their marketing program and promotion. Marketing program and promotion need to be increase in order to enhance prospective student’s brand awareness and brand image, which leads to increase number of student that sign up for Master Managemen itself. Keywords: brand knowledge, brand image, brand preference, higher education

scholarly journals Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
Adinda Nur Annissa ◽  
Eristia Lidia Paramita
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Multiple Regression ◽  
Significant Influence ◽  
Brand Image ◽  
Brand Awareness ◽  
Celebrity Endorsement ◽  
Analysis Method ◽  
Purposive Sampling ◽  
Brand Promotion

In the recent years, the influence of celebrity in promoting a brand is promising. Without a doubt, celebrity endorsement will boost business brand awareness with an endorsement. This research objective is to analyse the effect of celebrity endorsement and brand image toward the customer buying decision. The purpose of this study is to provide guidance for both the brand and celebrities regarding to endorsing. The population was the consumer of Maybelline in Indonesia. Purposive sampling was used in this research with 216 respondent. Multiple regression analysis method was used in this research. This research implies that celebrity endorsement and brand image affected the customer buying decision and the result is that Celebrity Endorsement and Brand Image of Maybelline have a positive significant influence on the buying decision. 

scholarly journals Pengaruh Brand Knowledge Terhadap Pemilihan Rumah Sakit

2015 ◽  
Vol 3 (1) ◽  
pp. 31
Author(s):  
Candra Setyawati ◽  
Thinni Nurul Rochmah
Keyword(s):  
Medical Service ◽  
Brand Image ◽  
Dental Health ◽  
Clinical Care ◽  
Cross Sectional Study ◽  
Brand Awareness ◽  
Cross Sectional ◽  
Brand Knowledge ◽  
The Public ◽  
Public Decision

ABSTRACT Brand knowledge is an information and public knowledge measurement related to consuming product. Low of care visit in clinical care of specialist dental health and hospital are 22% from maximum supply count each year, so it needs to analyze the decision of choosing Airlangga University Dental Health and Hospital based on brand knowledge. This study was an observational analytic, and based on the time, this study was cross-sectional study with stratified random sampling. There were 100 respondents that participated in this study. Statistical test used logistic regression. The result of this study indicated that there was no effectbetween brand awareness with the public desicion to visit Airlangga University Dental Health and Hospital (p=0,746) and also there was no effectbetween brand image with the public decision to visit Airlangga University Dental Health and Hospital (p=0,138). This study concluded that there was no effectof brand knowledge (that consists of brand awareness and brand image) toward the public decision in choosing Airlangga University Dental Health and Hospital. According to the result, Airlangga University Dental Health and Hospital should improve their medical service quality by advertising and dissemination of their medical service information. Keywords: brand awareness, brand image, brand knowledge,  decision,                           hospital

scholarly journals THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, AND WORD OF MOUTH ON PURCHASE INTENTION OF NINTENDO SWITCH IN SURABAYA

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Andhika Persada Putra ◽  
Emma Yulianti
Keyword(s):  
Data Collection ◽  
Multiple Regression ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Collection Method ◽  
Know How

Every company would want the intentions to buy in their consumer. Purchase intentions could grows in the consumer when the consumer knows the brand well through the good images or surrounding environments. This study is to know how brand awareness, brand image, and word of mouth affect purchase intention of Nintendo Switch in Surabaya. Quantitative method was used in this research. To conduct this research, the data collection method was used questionnaires of 82 respondents. Multiple regression was used in this research to analyze the data statistically. The results showed that brand image and word of mouth are significantly affects purchase intentions while brand awareness is not strongly affects purchase intentions of Nintendo Switch in Surabaya.

scholarly journals Impact of Green Practices on Buying Habits in Pakistan’s Food Sector

ECONOMICS ◽  
2019 ◽  
Vol 7 (2) ◽  
pp. 19-30
Author(s):  
Rana Adeel Jafar ◽  
Aiza Shabbir ◽  
Farzana Kousar
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Brand Awareness ◽  
Cluster Sampling ◽  
Brand Preference ◽  
Point Scale ◽  
Food Sector ◽  
Engineering And Technology ◽  
Critical Characteristics ◽  
Strongly Agree

Abstract The review intends to research the green advertising practices and its consequences for the client’s image inclination in sustenance segment of Pakistan. Design/methodology/approach-Data is gathered by using 5 point scale through strongly disagree to strongly agree. it include 15 items about respondents graphics It contains questions about demographics, green brand image, environment concern, green brand awareness, and green brand preferences. The data was collected from different Universities (G.C University, University of Punjab, University of Engineering and Technology) in Lahore Pakistan. In this study cluster sampling is used. Findings- This study shows significant results with respect to green brand preference and its critical characteristics of student brand awareness. This study concluded that the importance of green brand elements (green brand image, environment concern, on green brand awareness, H1 H2 H4.H4 are accepted. Originality - Past writing recommends an Essential association among green showcasing and purchaser mark inclinations yet in Pakistan there is an absence of such examination. So to fill this hole this exploration is led by utilizing quantitative procedures. We circulate poll 60 shoppers and capability of sustenance segment on the premise of accommodation examining to get the outcomes with regards to Pakistan.

scholarly journals ANALISIS PENGARUH CONSUMER ATTRIBUTES, BRAND AWARENESS ATTRIBUTES, DAN BRAND IMAGE ATTRIBUTES TERHADAP BRAND EQUITY DAN KEPUTUSAN MEMILIH JASA PENDIDIKAN (STUDI KASUS PADA PERGURUAN TINGGI DI BENGKALIS)

2017 ◽  
Vol 5 (1) ◽  
pp. 36
Author(s):  
Dwi Astuti
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Brand Image ◽  
Sampling Technique ◽  
Education Institution ◽  
Research Data ◽  
Brand Awareness ◽  
Higher Education Institution ◽  
Decision Choice

Abstract : The purposes of this study were to analyze the influence of consumerattributes, brand awareness attributes, and brand image attributes simultaneously and partially on the brand equity of higher education institution inBengkalis, the effect of brand equity on the decision of choosing a highereducation institution in Bengkalis, and the indirect influence of consumerattributes, brand awareness attributes, dan brand image attributes throughbrand equity toward decision of choosing a higher education institution inBengkalis. The population in this study were all 2,819 active students enrolledat three higher education institutions located in Bengkalis Islands. Thesamples were 100 students with the sampling technique used was Proportionate Stratified Random Sampling. The research data were analyzed usingpath analysis and processed using SPSS for Windows version 17. The result ofanalysis showed that the consumer attributes, brand awareness attributes, andbrand image attributes jointly affect the brand equity of higher education inBengkalis. Individually, There is also an influence of consumer attributes,brand awareness attributes, dan brand image attributes toward brand equity ofhigher education institution in Bengkalis. In addition, the results obtained alsoshowed that there was an influence of brand equity on the decision of choosinga higher education institution in Bengkalis, in which, the higher and the morethe quality of brand equity have will directly increase the consumer's decisionto choose a higher education institution and vice versa. Beside that, The resultof analysis also showed that the better and  higher the quality of brand equity,the better the influence of consumer attributes, brand awareness attributes, danbrand image attributes toward the decision of choosing a higher educationinstitution in Bengkalis.Keywords : Consumer Attributes, Brand Awareness Attributes, Brand ImageAttributes, Brand Equity, Decision Choice.

scholarly journals THE PERCEIVED STATUS OF STRATEGIC PLANNING IN PORTUGUESE HIGHEREDUCATION INSTITUTIONS

2004 ◽  
Vol 4 (11) ◽  
pp. 167
Author(s):  
Maria Lourdes Machado ◽  
James Stover Taylor ◽  
Minoo Farhangmehr.
Keyword(s):  
Higher Education ◽  
Strategic Planning ◽  
Survey Methodology ◽  
Private Institutions ◽  
Public And Private ◽  
Institutional Planning ◽  
Catholic University ◽  
The Status ◽  
Portuguese Higher Education ◽  
The University

This study examined the status of planning within the various types of higher education institutions in Portugal. Higher education in Portugal is a binary system with university and non- university sectors. The university sector integrates public and private universities and the Catholic university. The nonuniversity sector integrates public polytechnic institutes and other establishments, the latter being private institutions. A survey methodology was used to measure perceptions from rectors and presidents within the entire system. Results suggest that institutional planning in Portuguese higher education is in its beginning phases, but there is a desire to expand that participation. While public institutions appear to be most active in attempting to establish such a process, many are doing less than strategic planning. The authors report details of the findings and make recommendations for advancing strategic planning within the system of Portuguese higher education.

scholarly journals ¿Por qué las instituciones de educación superior deben apostar por la marca?

2018 ◽  
Vol 37 (1) ◽  
pp. 111-127 ◽  
Author(s):  
Javier Casanoves Boix ◽  
Inés Küster Boluda ◽  
Natalia Vila López
Keyword(s):  
Higher Education ◽  
Empirical Study ◽  
Brand Loyalty ◽  
Brand Image ◽  
Education Sector ◽  
Brand Awareness ◽  
Educación Superior ◽  
Educacion Superior ◽  
Brand Capital

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido el modelo de capital de marca susceptible de aplicación en el sector educativo, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 2.239 respuestas válidas procedentes de distintos agentes universitarios implicados. Los resultados obtenidos muestran la repercusión del capital de marca en lo relativo a las variables que lo determinan, siendo: notoriedad de marca, imagen de marca, calidad percibida de marca y lealtad de marca. This research was carried out to examine the role of brand capital in higher education. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once the susceptible brand capital in the higher education sector was established, an empirical study was carried out using a valid sample of 2,239 responses from different university agents involved. The results obtained show the repercussion of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality and brand loyalty.

scholarly journals An Empirical Study on the Influence of Students’Awareness on the Brand Identity: A Case of Telkom University Indonesia

2017 ◽  
Vol 1 (01) ◽  
pp. 53-58
Author(s):  
Sari Wulandari
Keyword(s):  
Higher Education ◽  
Empirical Study ◽  
Data Processing ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Awareness ◽  
Brand Name ◽  
Chi Square ◽  
Brand Reputation ◽  
Chi Square Test

Mergers made by IT Telkom and other higher education institutions such as IM Telkom, Telkom Polytechnic and STISI Telkom, have an impact on IT Telkom brand image. IT Telkom together with these institutions created a new brand name of Telkom University. The Brand of Telkom University uses a different brand identity from previous brand identity. The use of this new brand identity affects brand awareness and brand image of the previous brand of IT Telkom. This research is conducted to find out the people’s brand awareness of IT Telkom merger. The numbers of sample are 781 respondents. Data processing was performed using Chi - Square test. The results indicated that awareness of this mergers influences perceptions of competence and brand reputation, awareness of vision, mission, and motto affect all brand identity, and awareness of the logo affects the perception related to the relevance of brand identity as a whole. Keywords—Merger, University, Awareness, Brand Identity

scholarly journals Brand Image, Kualitas Pelayanan Dan Kepuasan Konsumen Di Dalam Pengaruhnya Terhadap Minat Ulang Penggunaan Aplikasi Dana

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
Lilik Indrawati ◽  
Marcell Mathias Pattinama
Keyword(s):  
Regression Analysis ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Multiple Regression Analysis ◽  
Multiple Regression ◽  
Consumer Satisfaction ◽  
Research Method ◽  
Brand Image ◽  
Catholic University

The purpose of this study was to determine the effect of brand image, service quality and customer satisfaction on re-interest in using the Dana application. The population in this study were students of Darma Cendika Catholic University, Widya Mandala Catholic University Surabaya and St. Vincetius Paolo University (RKZ). The sample is 75 respondents, with the consideration that this number can represent the research sample. This research method is quantitative with multiple regression analysis, the data entered is processed with SPSS version 20. The results of this study indicate that brand image and service quality do not affect re-interest using  Dana application for students in Surabaya, and consumer satisfaction has a significant effect on re-interest in using the Dana application to students in Surabaya.

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