scholarly journals THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA

2015 ◽  
Vol 12 (2) ◽  
Author(s):  
Ria Astuti Andrayani ◽  
Sri Setyo Iriani ◽  
Purwohandoko Purwohandoko
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
State Universities ◽  
State University ◽  
College Level ◽  
Brand Associations ◽  
Brand Association ◽  
Main Development ◽  
Multistage Sampling

The main development of a country can be measured by the education progress. It is allbased on people’s awareness to continue their study until college level. That’s why thegovernment must continue their development in the field of education by providingadditional college indicated by the significant growth of state universities. It requires thecollege to compete by improving brand equity to the people’s mind especially forprospective students or students. The strong brand equity in the people’s mind willaccelerate decision related enrolled in college. Most state universities in Indonesia are inSurabaya with four public universities. This study aims to determine the effect of brandawareness, brand associations, and the perceived quality of decision to choose stateuniversities in Surabaya. The method used quantitative by multistage sampling in 2012students of state universities in Surabaya. The results of this study showed that brandawareness has directly effect on the decision to choose state universities in Surabaya. Butbrand association has no effect on the decision to choose. Those happen on perceivedquality which only ITS respondents do not have effect on decision to choose stateuniversity in Surabaya. This is due to the differences of strategies used by each stateuniversity on students association.Pembangunan utama sebuah Negara dapat diukur melalui perkembangan pendidikan. Haltersebut ditunjukkan oleh kesadaran masyarakat untuk melanjutkan pendidikannya hinggatingkat perguruan tinggi. Merupakan keharusan bagi pemerintah untuk melanjutkanpembangunan di sector pendidikan dengan indikasi pertumbuhan jumlah perguruan tinggiditunjukkan oleh pertumbuhan perguruan tinggi negeri yang signifikan. Kondisi inimenuntut perguruan tinggi harus bersaing dengan membangun ekuitas mereknya di benakmasyarakat khususnya bagi calon mahasiswa ataupun mahasiswa itu sendiri. Ekuitasmerek yang lebih kuat dibenak masyarakat akan mempercepat keputusan memilihperguruan tinggi. Perguruan tinggi negeri terbanyak di Indonesia adalah di Surabayasebanyak 4 perguruan tinggi negeri. Penelitian ini bertujuan untuk mengetahui pengaruhkesadaran merek, asosiasi merek, dan kesan kualitas terhadap keputusan memilihperguruan tinggi negeri di Surabaya. Metode penelitian yang digunakan adalah kuantitatifdengan sampling bertahap pada mahasiswa angkatan 2012 perguruan tinggi negeri diSurabaya. Hasil penelitian ini menunjukkan bahwa kesadaran merek berpengaruh langsungterhadap keputusan memilih perguruan tinggi negeri di Surabaya. Namun asosiasi merektidak berpengaruh terhadap keputusan memilih. Pada kesan kualitas hanya responden ITSyang tidak memiliki pengaruhnya untuk memutuskan memilih perguruan tinggi negeri di Surabaya. Hal ini dikarenakan perbedaan strategi yang diterapkan di masing-masingperguruan tinggi negeri untuk mengasosiasikannya di benak mahasiswa.

scholarly journals Mediasi City Branding pada Pengaruh Kesadaran Merek, Asosiasi Merek, dan Kesan Kualitas Terhadap Keputusan Memilih Perguruan Tinggi Negeri di Surabaya

2014 ◽  
Vol 2 (1) ◽  
pp. 136-153
Author(s):  
Ria Astuti Andrayani ◽  
Sri Setyo Iriani
Keyword(s):  
Formal Education ◽  
Perceived Quality ◽  
Positive Influence ◽  
State Universities ◽  
Brand Awareness ◽  
State University ◽  
City Branding ◽  
Brand Association ◽  
Negative Effect ◽  
Multistage Sampling

Education is a major concern of government in enhancing and improving the quality of human resources. Indonesia have stratified formal education which higher education contains of state university and private university. Surabaya is a city in Indonesia which has the largest public universities. There are four universities, there are universitas airlangga (UA), universitas negeri Surabaya (Unesa), institut teknologi sepuluh nopember (ITS), and IAIN sunan ampel. This study aims to test and analyze whether brand awareness, brand association, and perceived quality affect decision to choose state universities in Surabaya. This type of this research is quantitative, using multistage sampling with 377 respondents. Statistical analysis that used is the approach of mutiple linear regression which tested to every object. The results of this study showed that brand awareness and perceived quality has a positive influence on the decision to choose state universities in Surabaya. there are differences in the effect of brand association that the UA and Unesa positive influence while at IAIN Sunan Ampel, ITS and negative effect. Those influences has different athmosphere by respondent of Surabaya’s city branding. There’s not all of the respondent to consider city branding of Surabaya when they choose to study at Surabaya. Keywords: brand awareness, brand association, perceived quality, decision to choose, state university

Driving Brand Equity With Radical Transparency

2017 ◽  
pp. 18-62 ◽  
Keyword(s):  
Business Model ◽  
Brand Equity ◽  
Positive Feedback ◽  
Perceived Quality ◽  
Brand Associations ◽  
Equity Model ◽  
Loyal Customers ◽  
Over Time

The main purpose of this chapter is to analyze the categories of brand equity assets through the prism of radical transparency. The results reveal that the brand equity requires investment and disappears over time if not maintained consistently with the selected business model and the company's values. The chapter is dedicated to systemize the theoretical and practical findings over the brand equity elements. Brand loyalty is the first element of the brand equity model. The benefits for the company which uses the radical transparency practices can be simply synthesized into one big advantage - satisfied and loyal customers who generate stable revenues and profits for the company in the long term. Radical transparency has a major impact on stimulating brand awareness as a factor that is particularly important in the sense that the brand must first enter into the considerations set. The company should be ready and open for cooperation with all interested parties and provide positive feedback whenever necessary. This enhances the perceived quality of the brand and the trust. The application of the radical transparency concept in the overall operation of the company enables the creation of a special set of brand associations that create long-lasting relationships with consumers, mixed with positive emotional mix that seals the success in the long term.

scholarly journals Perbandingan Ekuitas Merek Produk Kosmetik Asing Orea Dengan Kosmetik Lokal

JEMAP ◽  
2019 ◽  
Vol 2 (1) ◽  
pp. 117
Author(s):  
Maretta Edgina Damayanti ◽  
Berta Bekti Retnowati
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Comparative Studies ◽  
Comparative Test ◽  
Brand Awareness ◽  
State University ◽  
Cosmetic Products ◽  
Brand Association

Brand equity became important for a product because it referred to a set of brand assets and liabilities related to a brand, its name and its symbol, which add or subtract the value provided by a good or service to the company or its customers. Departing from this understanding, this study aimed to conduct empirical differences or comparative studies on local cosmetic products represented by local brand the Wardah and South Korea cosmetic product represented by Etude House. The data required in this study was obtained through interviews using a questionnaire. Interviews were conducted to students at four Universities in Semarang, namely Soegijapranata Chatolic University, Dian Nuswantoro University, Diponegoro University, and Semarang State University. Data analysis for the purpose of this study was conducted using the Mann Whitney Comparative Test (U-test). The results showed that brand awareness, brand association, perceived quality of Wardah and Etude House cosmetics were significantly different, while the brand loyalty to Wardah and Etude House cosmetics brand was the same.

scholarly journals The Impact of Brands on Consumer Buying Behavior

2016 ◽  
Vol 5 (4) ◽  
pp. 1-16 ◽  
Author(s):  
Ulas Akkucuk ◽  
Javed Esmaeili
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Brand Name ◽  
Buying Behavior ◽  
Brand Association ◽  
The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

scholarly journals Brand Equity and Purchase Decisions on French Fries Product in Indonesia

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.

scholarly journals PENGARUH VARIABEL-VARIABEL PEMBENTUK EKUITAS MEREK TERHADAP NIA T MENGGUNAKAN SEMEN "BATURAJA" (Studi Pada Pasar Primer dan Sekunder)

2007 ◽  
Vol 8 (3) ◽  
pp. 436
Author(s):  
Urip Timuryono ◽  
Imam Hidayat
Keyword(s):  
Brand Equity ◽  
Research Question ◽  
Perceived Quality ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Primary Data ◽  
Brand Associations ◽  
Dominant Dimension ◽  
Brand Association ◽  
Two Cities

The purpos e of the research is to understand the total and partial significance effect of the dimensions which build the brand equity, i.e.: brand awareness, perceived quality, and brand associations to the usage intentions of "Semen Baturaja" household user and to determine the dominant dimension's, amongst the three dimensions above, in the primary market $'outh Sumatera and f ,ampung compounded and in each primary market respectively .The sampling used in the research is household users of cement in two cities: Palembang and Panjang as representative ofSumsel and f,ampung, each consist of 150 respondents and I 00 respondents respectively. This primary data was got through the distributions of questionnaires and conducted interviews to the re!>pondents. To answer the research question the researcher used Multiple Regression and One Way ANOVA for statistical analysisThe results of the research proved that dimensions which build brand equity of "Semen Baturaja " totally and partially has a signtflcant effect on the usage intentions in Palembang and Panjang compounded or in each city. Moreover, the result of coefficients calculation was found out that the perceived quality is the most dominant dimension of the brand equity of "Raturaja " cement to the usage intentions in both cities together but not for each city. In Palembang the perceii·ed quality is the dominant dimension while in Panjang the brand association is the dominant dimension to the usage intentions of "Baturaja" cement. Keywords:  brand  awareness;  perceived  quality;  brand  associations;  and  usage intention

scholarly journals EFEK PEMASARAN DAN PERAN KELUARGA DALAM PEMBENTUKAN EKUITAS MEREK

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.

scholarly journals Efek Pemasaran Dan Peran Keluarga Dalam Pembentukan Ekuitas Merek

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.

scholarly journals Study the Effective Factors on Brand equity (Case Study in Bank Sepah- East Tehran Province Branch)

2015 ◽  
Vol 16 (SE) ◽  
pp. 335-345
Author(s):  
Alireza Mikaeili ◽  
Mahshid Moshiri Langeroudi ◽  
Mehrnoush Seraj ◽  
Elnaz Sharif ◽  
Hamidreza Aria
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Main Hypothesis ◽  
Brand Knowledge ◽  
Brand Association ◽  
East Region ◽  
Tehran Province

The present research studies the relation between the brand equity of Bank Sepah Brand and its customers’ satisfaction.  The present research poses this question as “what relation exists between equity of Bank Sepah brand and its customers’ satisfaction?” To answer this question, 385 questionnaires were distributed among the employees of Bank Sepah- selected by random sampling, East Region of Tehran  in September 2015 to January 2016. Ultimately, 60 questionnaires were analyzed by SPSS. The results showed that correlation between the two major variables of the research is significant in 0.01 equal to 0.646. Due to its  positive  value, the main hypothesis of the research was approved. Therefore, it could be concluded that there is a direct and significant relationship between the two major variables of the research. In another word, in case of increase in the equity of Bank Sepah Brand,  the amount of its customers’ satisfaction will be increased. The descriptive statistic of the research reveals that the prioritization of customers’ satisfaction dimensions includes; in order, the criteria of supporting the customer, moral and relations, actual quality of the product, environment and costs. In addition, prioritization of the dimensions of equity of brand includes- in the order- criteria of brand awareness, the perceived quality, loyalty to brand and the brand association. In the meantime, all secondary hypotheses of the research  on Bank Sepah were confirmed. The findings on demographic characteristics of the research with the dimensions of customer’s satisfaction and the brand equity are also considerable. The results from regression table reports R2 equal to 0.380; meaning that linear regression of brand association, loyalty to brand, knowledge on the brand and the perceived quality justify around 38% of total changes in customer’s satisfaction all in integrity and the residual  is the share of other variables.

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

Metamorphosis ◽  
2017 ◽  
Vol 16 (1) ◽  
pp. 45-59 ◽  
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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