ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

Diana Puspita Sari; Claudha Alba Pradhana; Yusuf Widharto

doi:10.24176/simet.v9i2.2412

ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

Simetris Jurnal Teknik Mesin Elektro dan Ilmu Komputer ◽

10.24176/simet.v9i2.2412 ◽

2018 ◽

Vol 9 (2) ◽

pp. 841-854

Author(s):

Diana Puspita Sari ◽

Claudha Alba Pradhana ◽

Yusuf Widharto

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation Modelling ◽

Structural Equation ◽

Perceived Quality ◽

Sales Promotion ◽

Brand Awareness ◽

Brand Association ◽

Equation Modelling

Iklan dan promosi dalam pemasaran produk sangat menentukan kekuatan dari brand suatu produk. Salah satu produk yang memakai iklan dan promosi sebagai sarana penjualan adalah pelumas mobil produksi PT Pertamina Lubricant, yaitu pelumas mobil Fastron. Fastron merupakan produk pertamina yang saat ini masih memiliki tingkat penjualan paling rendah diantara pelumas mobil pertamina yang lain. Penelitian ini bertujuan menganalisis pengaruh advertising dan sales promoton terhadap dimensi brand equity produk pelumas mobil Fastron. Penelitian ini menggunakan Structural Equation Modelling (SEM), dengan melibatkan responden sebanyak 170 orang. Hasil penelitian menunjukkan kalau advertising serta sales promotion Fastron sangat mempengaruhi 3 dimensi brand equity yang meliputi perceived quality, brand awareness, dan brand association akan tetapi pengaruh tersebut tidak menunjukkan akan brand loyalty.

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Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

Global Business Review ◽

10.1177/0972150918794977 ◽

2018 ◽

Vol 19 (6) ◽

pp. 1663-1680 ◽

Cited By ~ 1

Author(s):

Somesh Kumar Sinha ◽

Priyanka Verma

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Empirical Investigation ◽

Positive Influence ◽

Sales Promotion ◽

Brand Awareness ◽

Brand Association ◽

Equation Modelling ◽

Research Findings ◽

The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

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Pengaruh Brand Awareness dan Perceived Quality Terhadap Purchase Intention: Brand Loyalty Sebagai Variabel Mediasi

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v4i6.9792 ◽

2020 ◽

Vol 4 (6) ◽

pp. 270

Author(s):

Alexandra Fenetta ◽

Keni Keni

Keyword(s):

Brand Loyalty ◽

Structural Equation Modelling ◽

Purchase Intention ◽

Structural Equation ◽

Positive Impact ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modelling ◽

Convenience Sampling

The aim of this study are: first, to explore the effects of brand awareness, perceived quality and brand loyalty on purchase intention. Second, to explore the effects of brand awareness and perceived quality on brand loyalty. Third, to find out the effects of brand awareness and perceived quality on purchase intention if mediated by brand loyalty. The samples that are used in the research are 150 respondents in Jakarta conducted by convenience sampling. The data techniques are processed using structural equation modelling on software SmartPLS 3.2.8. The results of this research are: first, brand awareness and perceived quality do not have a positive impact on purchase intention, yet brand loyalty has a positive impact on purchase intention. Second, brand awareness and perceived quality have a positive on brand loyalty. Third, brand awareness and perceived quality have a positive impact on purchase intention if mediated by brand loyalty.

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Ekuitas Merek Produk Cap Kaki Tiga: Pengujian Model Consumer-Based Brand Equity

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v2i4.4867 ◽

2019 ◽

Vol 2 (4) ◽

Author(s):

Joko Pramono

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Equation Model ◽

Brand Awareness ◽

Causal Order ◽

Relative Significance ◽

Positive Effects ◽

Brand Association

This study examines consumer-based brand equity of Cap Kaki Tiga-label branding and relative signiﬁcance of brand awareness, perceived quality, and brand association on brand loyalty. As additional, this study aims to test the role of brand loyalty as a mediator on the relationship of its predictors on brand equity. A survey instrument was developed, scale measures were pretested, and the ﬁnal survey was administered directly to 210 respondents. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. A causal order between brand equity dimensions was established. The results suggest that the positive effects of brand awareness, perceived quality and brand association on brand loyalty, and overall brand equity are mediated by brand loyalty. Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to brand awareness, since it is the factor with the strongest impact on brand loyalty.

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The Role of Brand Equity in Building Fan Loyalty: an Application on Football Fans

10.53350/pjmhs2115102961 ◽

2021 ◽

Vol 15 (10) ◽

pp. 2961-2970

Author(s):

Metin Özlü ◽

Erkan Faruk Şirin ◽

Murat Erdoğdu ◽

Kevser Çinar

Keyword(s):

Brand Equity ◽

Structural Equation Modelling ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Associations ◽

Sports Clubs ◽

Positive Effects ◽

Equation Modelling ◽

The Impact

Aim: The concepts of branding and sport marketing have begun to gain importance along with the current developments in sport industry. The fans have great importance on teams’ branding in the world, especially in our country. As the importance of fans increases on teams’ branding, the number of studies carried out on these subject increases, as well Methodology: These research studies are especially carried out within the framework of the Fan-Based Brand Equity model. This study investigates the impact of the brand equity dimensions (brand awareness, brand associations and perceived quality) on fan loyalty in football teams. Structural Equation Modelling (SEM) was used to reveal the relationship between the factors affecting fan loyalty and to evaluate the fit of model. This research was administered to 502 volunteer fans of Atiker Konyaspor Club, one of the leading clubs of Turkey Sport Toto Super League, in the 2018-2019 season of Lefter Kuçukandonyadis in Turkey. Results and Conclusion: As a result, it was observed that while two of the brand equity dimensions, brand associations and perceived quality, had positive effects on fan loyalty, the third dimension, brand awareness, had no effect on the model, concerning fan loyalty. Upgrading sports clubs’ attributes and giving importance to the brand association had statistically significant influence on fan loyalty. Key Words: Brand Equity, Fan Loyalty, Football Clubs, Sports Marketing, Structural Equation Modelling.

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Influences of the spokes-character on brand equity antecedents

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-02-2013-0030 ◽

2014 ◽

Vol 26 (3) ◽

pp. 494-515 ◽

Cited By ~ 7

Author(s):

En-Chi Chang

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Secondary Association ◽

Content Type ◽

Brand Association ◽

Asian Market

Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the discussion about spokes-characters’ functions in marketing and branding, particularly in the Asian market. Design/methodology/approach – Data were collected through a survey among university students in Taiwan. The survey questionnaire was based on the literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using structural equation modeling. Findings – The results in this study show that the spokes-character perception is properly reflected by likability, relevance and expertise and likability is the most salient attribute. The spokes-character perception influences brand awareness/association and perceived quality, which in turn influence brand loyalty. Research limitations/implications – This study suggests that likability, relevance and expertise are proper constructs connoting the spokes-character perception and verifies the influence of the spokes-character, as a source of secondary association, on brand equity antecedents, i.e. brand awareness/association, perceived quality and brand loyalty. This study also finds that the spokes-character serves as a cue of perceived quality. Practical implications – The suggested scale provides marketers with an instrument for measuring consumers’ perception of a potential spokes-character. Besides, when the advertiser or the marketer designs a spokes-character, the character should not only be likable, but also be relevant and show expertise relating to the endorsed brand. Originality/value – This study hopes to encourage more discussions about the utilization of the spokes-character in the Asian market because the discussion about how the spokes-character works in this market is still scant. This study also provides empirical evidence for the influence of a secondary association, i.e. the spokes-character, on brand equity antecedents.

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THE EFFECTS OF MARKETING TO THE COMPOSITION OF BRAND VALUE: RESEARCH IN THE BEVERAGE INDUSTRY

Science and Technology Development Journal ◽

10.32508/stdj.v17i3.1512 ◽

2014 ◽

Vol 17 (3) ◽

pp. 45-60

Author(s):

Lang Dang Le ◽

Buu Tan Le

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Quantitative Methods ◽

Perceived Quality ◽

Sales Promotion ◽

Brand Awareness ◽

Store Image ◽

Brand Association ◽

Distribution Intensity ◽

Positive Effect

This study aims to explore the effects of some selected marketing mix elements on dimensions of brand equity. This isconducted on 10 beverage brands in Vietnam and employed both qualitative and quantitative methods, in which the former is used to develop items for measuring constructs while the latter is applied to verify scales, model and hypotheses. Result shows that model of brand equity consists of four components of brand awareness, brand association, perceived quality, and brand loyalty. In particular,brand awareness has a positive effect on perceived quality;brand association has a negative impact on perceived quality;perceived quality and brand association have a positive effect on brand loyalty; advertising has a positive impact on brand awareness and store image; advertising and sponsorship have a positive effect on the effectiveness of sales promotion; sales promotion, sponsorship and store image positively impact perceived quality; sales promotion negatively impact brand awareness; distribution intensity is positively related to brand awareness and brand loyalty but negatively affects store image. Also, product packaging is positively related to the effectiveness of advertising, sponsorship and distribution intensity. The result is believed to significantly contribute to marketing literature and benefit to brand makers.

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Distribution Intensity and Purchase Behavior-mediating Role of Brand Equity in Oil Marketing Companies (OMCs): An Emerging Markets Perspective

Business Perspectives and Research ◽

10.1177/2278533720987022 ◽

2021 ◽

pp. 227853372098702

Author(s):

George Kofi Amoako

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Purchase Behavior ◽

Brand Awareness ◽

Brand Association ◽

The Impact ◽

Distribution Intensity ◽

The Relationship

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a positive relationship between distribution intensity and purchase behavior through brand equity. Structural equation modelling was used to investigate the relationship among channel location, store availability (distribution intensity), and brand equity (brand loyalty, perceived quality, brand association and brand awareness) and purchase behavior. The study revealed that brand equity mediates the relationship between distribution intensity and purchase behavior in the oil marketing companies (OMCs) in Ghana. This study extends the applicability of brand equity as a mediating variable to enhance the impact of location and service mart availability on purchasing behavior of customers. Additionally, this study provides an in-depth understanding of how the various components of brand equity of OMCs brands contribute to drive consumption experience and continual usage of OMC channels in Ghana. This study is based on a cross-sectional design, and since user behavior may change over time, a longitudinal study will be useful in the future.

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The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

10.31227/osf.io/vztdh ◽

2019 ◽

Author(s):

Lingga Binangkitsari ◽

Sulistiono

Keyword(s):

Brand Equity ◽

Customer Loyalty ◽

Significant Influence ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Purchase Decision ◽

P Value ◽

Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

International Journal of Business and Management ◽

10.5539/ijbm.v11n4p265 ◽

2016 ◽

Vol 11 (4) ◽

pp. 265 ◽

Cited By ~ 1

Author(s):

Jamshid Jafari Drabjerdi ◽

Masoud Arabi ◽

Maryam Haghighikhah

Keyword(s):

Brand Equity ◽

Dairy Products ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Explanatory Role ◽

Effective Factors ◽

Brand Association ◽

Monetary Promotions

Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.

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