scholarly journals Pengaruh brand equity dan brand image terhadap keputusan wisatawan menginap di artotel sanur bali

2020 ◽  
Vol 4 (1) ◽  
pp. 30
Author(s):  
Meisya Ridha Maghfira ◽  
Agus Muriawan Putra ◽  
I Gusti Ngurah Widyatmaja
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Probability Sampling

Abstrak Artotel Indonesia merupakan salah satu perusahaan hotel manajemen, Artotel memiliki properti hotel yang berlokasi di Kawasan Sanur, Bali yaitu Artotel Sanur Bali. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan citra merek terhadap keputusan menginap wisatawan di Artotel Sanur Bali. Penelitian ini menggunakan teknik non probability sampling dalam pemilihan responden dengan menggunakan metode incidental sampling. Responden dalam penelitian ini adalah 100 wisatawan yang sedang menginap di Artotel Sanur Bali. Pengumpulan data primer dilakukan dengan penyebaran kuesioner dan wawancara dengan narasumber. Pada penelitian ini terdapat dua variabel independen yang dianalisis yaitu ekuitas merek dan citra merek sementara variabel dependen adalah keputusan menginap. Penelitian ini menggunakan pendekatan kualitatif dan kuantitatif dengan menggunakan pengukuran Skala Likert dan dianalisis menggunakan analisis statistik inferensia menggunakan Partial Least Square (PLS). Hasil penelitian ini diperoleh bahwa ekuitas merek berpengaruh positif signifikan terhadap keputusan menginap wisatawan di Artotel Sanur Bali dengan nilai rata-rata tertinggi adalah 4,29 dengan kriteria sangat baik yaitu wisatawan memiliki komitmen untuk terus menginap di Artotel termasuk ARTOTEL Sanur Bali (X1.15). Hasil berikutnya adalah Artotel Sanur Bali memiliki merek berciri khusus yang tidak dimiliki hotel bitang 4 lainnya di Sanur sebesar 4,22 (X2.2). Hal ini menunjukan bahwa Artotel Sanur Bali memiliki merek berciri khusus yang tidak dimiliki hotel bitang 4 lainnya di Sanur dan dapat dipastikan segala aspek dalam merek tersebut mulai dari fisik hotel hingga pelayanan lebih berciri khas dibandingkan hotel sejenis lain di Sanur, hal tersebutlah yang mempengaruhi wisatawan dalam menentukan keputusan menginap. Kata kunci: Ekuitas Merek, Citra Merek, Keputusan Menginap.

scholarly journals PENGARUH PERSEPSI KUALITAS DAN CITRA MEREK TERHADAP LOYALITAS MEREK DALAM MEMBANGUN EKUITAS MEREK

2019 ◽  
Vol 8 (12) ◽  
pp. 7053
Author(s):  
Carissa Lorens Marchia Raharja ◽  
Ni Made Asti Aksari
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Brand Image ◽  
Perceived Quality ◽  
Analytical Tool ◽  
Partial Least Square ◽  
Least Square ◽  
Probability Sampling ◽  
Purposive Sampling

The purpose of this study is to analyze the influence of perceived quality and brand image on brand loyalty towards Reebok shoes brand equity. The population of this study is people who have used Reebok shoes, while the study sample is 80 people determined using non-probability sampling method specifically purposive sampling. The analytical tool used in this study is PLS (Partial Least Square). Based on the results of the analysis, perceived quality has a positive and significant effect on brand loyalty, brand image has a positive and significant effect on brand loyalty, and brand loyalty has a positive and significant effect on brand equity. To build brand equity, Reebok should focus on customer brand loyalty by paying attention to their customers’ perceived quality and image of the brand. Keywords: perceived quality, brand image, brand loyalty, brand equity

Analisis Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Ulang “Slai O’lai”

2021 ◽  
Vol 6 (3) ◽  
pp. 28
Author(s):  
Dini Nur Sofya ◽  
Sugeng Purwanto
Keyword(s):  
Product Quality ◽  
Sampling Method ◽  
Brand Image ◽  
Secondary Data ◽  
Partial Least Square ◽  
Least Square ◽  
Test Reliability ◽  
Probability Sampling ◽  
Convenience Sampling ◽  
The City

Abstract This study aims to determine the effect of brand image and product quality on the decision to repurchase Slai O'lai products in the people of Kediri City and Regency. This type of research is explanatory research, which explains and proves the relationship and influence between the independent variable and the dependent variable. The research method used is quantitative method. This study used a sample of 110 respondents and distributed questionnaires in the City and District of Kediri with the help of Google Forms. Sampling used non-probability sampling method with convenience sampling method. The sample consists of respondents who live in the City and District of Kediri, aged 17 years and over, and have purchased Slai O'lai products more than 2 (two) times. The data used are primary and secondary data, while the analysis technique used in this study is Partial Least Square (PLS) with validity test, reliability test, and hypothesis testing. Based on the results of this study, it can be seen that brand image and product quality have a positive and significant effect on the decision to repurchase Slai O'lai sandwich biscuits. Keywords: brand Image, Product Quality, Repurchase Decision   Abstrak Penelitian ini memiliki tujuan untuk mengetahui pengaruh citra merek dan kualitas produk terhadap keputusan pembelian ulang produk Slai O’lai pada masyarakat Kota dan Kabupaten Kediri. Jenis penelitian ini adalah explanatory research, yang menjelaskan dan membuktikan hubungan dan pengaruh antara variabel bebas dan variabel terikat. Metode penelitian yang digunakan yaitu metode kuantitatif. Penelitian ini menggunakan sampel sebanyak 110 responden dan menyebarkan kuesioner di Kota dan Kabupaten Kediri dengan bantuan Google Forms. Pengambilan sampel menggunakan metode non-probability sampling dengan metode convenience sampling. Sampel terdiri dari responden yang berdomisili di Kota dan Kabupaten Kediri, berusia 17 tahun ke atas, dan telah membeli produk Slai O'lai lebih dari 2 (dua) kali. Data yang digunakan adalah data primer dan sekunder, sedangkan teknik analisis yang digunakan dalam penelitian ini adalah Partial Least Square (PLS) dengan uji validitas, uji reliabilitas, serta uji hipotesis. Berdasarkan hasil penelitian ini dapat diketahui bahwa citra merek dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian ulang biskuit sandwich merek Slai O’lai. Kata kunci: Citra Merek, Kualitas Produk, Keputusan Pembelian Ulang  

Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan

2021 ◽  
Vol 8 (8) ◽  
pp. 696-703
Author(s):  
Yandri Rezziansyah Sitompul ◽  
Nisrul Irawati ◽  
Rulianda Purnomo Wibowo
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Digital Marketing ◽  
Primary Data ◽  
Original Sample ◽  
The Public ◽  
Good System

Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y). Keywords: Digital Marketing, Brand Image, Brand Equity.

scholarly journals PENGARUH CELEBGRAM DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN SECARA ONLINE PADA MEDIA SOSIAL INSTAGRAM PRODUK ERHA CLINIC DI SURABAYA

2020 ◽  
Vol 5 (1) ◽  
pp. 39-47
Author(s):  
Gogi Kurniawan
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Probability Sampling ◽  
Purposive Sampling

Peningkatan persaingan bisnis online melalui social media, memberikan kesempatan industri klinik kecantikan untuk memanfaatkan social media marketing agar bisa meningkatkan minat beli konsumen dengan pemilihan bintang iklan atau celebgram yang tepat. Disamping itu, produsen juga harus membuat produk yang inovatif agar merek tersebut memiliki citra positif di benak masyarakat sehingga dapat meningkatkan minat beli pada produk yang ditawarkan. Penelitian ini bertujuan untuk mengetahui pengaruh celebgram dan brand image terhadap minat beli produk Erha Clinic. Populasi yang digunakan dalam penelitian ini adalah pengunjung di Erha Clinic Center Surabaya. Metode pengambilan sampel yang digunakan adalah non probability sampling dengan teknik purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 90 responden. Sedangkan teknik analisis data dalam penelitian ini adalah PLS (Partial Least Square). Dari peneltian ini didapatkan hasil bahwa Celebgram dan brand image berpengaruh positif terhadap minat beli produk Erha Clinic).

scholarly journals CITY BRANDING DI JEMBER : ANALISIS PERSPEKTIF DARI PENGUNJUNG

2021 ◽  
Vol 6 (1) ◽  
pp. 13-20
Author(s):  
Ardian Jaya Prasetya ◽  
Yunanto Tri Laksono ◽  
Candraningrat Candraningrat
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Significant Positive Effect ◽  
City Branding ◽  
Brand Preference ◽  
Analysis Technique ◽  
Data Collection Technique ◽  
Positive Effect

This study aims to analyze the effect of brand attitude and brand image on brand preference through mediating brand equity.  The data collection technique used was a survey through a questionnaire given to respondents.  The population determined in this study is people who have visited the City of Jember.  The samples taken in this study were 130 people.  The data analysis technique used is Partial Least Square (PLS) using SmartPLS 2.0 software.  This study provides several results, among others: 1) The attitude of influencing the brand does not have a significant positive effect on brand preference;  2) Brand image has a significant positive effect on brand preference;  3) The attitude of influencing the brand has a significant positive effect on brand equity;  4) Brand image has a significant positive effect on brand equity;  5) Brand equity has no significant positive effect on brand preference;  6) The attitude of influencing the brand indirectly has no significant positive effect on brand preference through brand equity;  7) Brand image indirectly has a significant positive effect on brand preference through brand equity.

scholarly journals PENGARUH PERSEPSI NEGARA ASAL TERHADAP NIAT BELI ULANG DIMEDIASI OLEH EKUITAS MEREK

2018 ◽  
Vol 7 (7) ◽  
pp. 4002
Author(s):  
I Komang Satria Warla Putra ◽  
Putu Yudi Setiawan ◽  
Ni Nyoman Rsi Respati
Keyword(s):  
Data Collection ◽  
Brand Equity ◽  
Home Country ◽  
Country Of Origin ◽  
Partial Least Square ◽  
Least Square ◽  
Repurchase Intention ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Analysis Technique

A customer in determining the intention to repurchase is determined by various factors, such as the image of the home country and the equity of a brand. The purpose of this study was to determine the effect of the perception of the country of origin on repurchase intention mediated by brand equity. This research was conducted on Xiaomi brand smartphone customers in Denpasar City. The number of samples taken as many as 120 people, with the method of non-probability sampling, especially purposive sampling Data collection is done through a questionnaire. The collected data is measured by Likert scale with scale 1-5. The analysis technique used is Partial Least Square (PLS). Based on the results of the analysis shows that all hypotheses are accepted. The country of origin has a positive and significant impact on brand equity. Brand equity has a positive and significant effect on the repurchase intention, the country of origin has a positive and significant impact on the repurchase intention and the brand equity is able to mediate the influence of the country of origin on the intention to repurchase the Xiaomi brand smartphone in Denpasar City. Keywords: Country of origin, brand equity, repurchase intention, Xiaomi smartphone

Brand loyalty and brand equity for the Werdhi Sedana People's Credit Bank regional company, Gianyar Regency

2020 ◽  
Vol 6 (Extra-B) ◽  
pp. 239-255
Author(s):  
Dewa Ayu Dwilis Ringsing Brahmanda ◽  
Anak Agung Putu Agung ◽  
Anik Yuesti ◽  
I Gusti Agung Eka Teja Kusuma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Sampling Method ◽  
Brand Image ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Trust ◽  
Research Population

This study aims to examine and analyze the variables brand image, brand trust, brand loyalty and brand equity. This research was conducted at the Werdhi Sedana People's Credit Bank Regional Company, Gianyar Regency. The research population was all customers of the Werdhi Sedana People's Credit Bank Regional Company Savings and Deposits, Gianyar Regency, totaling 14,862 customers, the sample used was 99 customers with the proportionate sampling method. All data obtained from distributing questionnaires is suitable for use, then analyzed using a structural equation model based on analysis of variance known as Partial Least Square (PLS). The results showed that brand image has a negative and insignificant effect on brand loyalty.    

scholarly journals PENGARUH GREEN PERCEIVED VALUE DAN GREEN BRAND IMAGE MELALUI GREEN SATISFACTION DAN GREEN TRUST TERHADAP GREEN BRAND EQUITY PADA PARIWISATA KREATIF DI JAWA BARAT

2020 ◽  
Vol 1 (1) ◽  
pp. 1-14
Author(s):  
Asep Dedy
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Perceived Value ◽  
Partial Least Square ◽  
Least Square ◽  
Green Marketing ◽  
Green Trust ◽  
Brand Satisfaction

Industri pariwisata di Jawa Barat perlu mengembangkan model Green Marketing pada pariwisata kreatif karena pariwisata kreatif berpotensi besar dalam memberikan kontribusi ekonomi yang signifikan, menciptakan iklim bisnis yang positif, serta membangun citra dan identitas bangsa. Tujuan penelitian ini adalah untuk menganalisis pengaruh Green Brand Image dan Green Perceived Value melalui Green Brand Satisfaction dan Green Trust terhadap Green Brand Equity untuk diterapkan di bidang pariwisata kreatif di Jawa Barat. Metode penelitian yang digunakan adalah metode kuantitatif dengan survey sebagai instrumen utama.  Survey dilakukan terhadap wisatawan di lima lokasi pariwisata kreatif di Jawa Barat, dengan sampel sebanyak 250 responden. Data dianalisis menggunakan Partial Least Square (PLS). Hasil penelitian memperlihatkan bahwa Green Perceived Value dan Green Brand Image berpengaruh signifikan terhadap Green Brand Equity melalui Green Brand Satisfaction dan Green Trust baik secara parsial dan simultan, dengan pengaruh terbesar yaitu Green Brand Image terhadap Green Satisfaction dan pengaruh terendah yaitu Green Satisfaction terhadap Green Brand Equity.

scholarly journals PERAN IKLAN TELEVISI DAN CELEBRITY ENDORSEMENT POND’S TERHADAP PURCHASE INTENTION

2021 ◽  
Vol 6 (1) ◽  
Author(s):  
Atus Sholikah Alim ◽  
Endah Budiarti
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Celebrity Endorsement ◽  
Probability Sampling

Penelitian ini bertujuan membuktikan dan menganalisis pengaruh iklan televisi dan celebrity endorsement terhadap brand image produk POND’S, membuktikan dan menganalisis pengaruh brand image dan iklan televisi terhadap purchase intention produk POND’S serta membuktikan dan menganalisis pengaruh celebrity endorsement terhadap purchase intention produk POND’S. Populasi dalam penelitian ini adalah mahasiswa prodi ekonomi manajemen UNTAG Surabaya yang memakai produk Pond’s. Teknik pengambilan sampel non-probability sampling, dengan karakteristik berjenis kelamin laki-laki atau perempuan dengan usia minimal 17 tahun, pernah menonton iklan Pond’s minimal dalam rentang waktu 2 bulan terakhir, berdasarkan kriteria didapatkan sampel 140 responden. Motode analisa data menggunakan Structural Equation Model (SEM), dengan program Partial Least Square (PLS) dengan langkah pemodelan persamaan struktural berbasis PLS: Konseptualisasi model dan Evaluasi Model. Hasil penelitian iklan televisi dan celebrity endorsement berpengaruh signifikan terhadap brand image. Brand image dan iklan televisi berpengaruh signifikan terhadap purchase intention, Celebrity endorsement berpengaruh signifikan terhadap purchase intention.

scholarly journals Brand Switching Smartphone Lain Ke Smartphone Samsung

2020 ◽  
Vol 2 (1) ◽  
pp. 141
Author(s):  
Zulfikri A.P Zulfikri
Keyword(s):  
Partial Least Square ◽  
Least Square ◽  
P Values ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Brand Switching

Penelitian ini bertujuan untuk mengetahui pengaruh Harga, Atribut Produk, dan Iklan sebagai variabel independen, kemudian Perpindahan Merek sebagai variabel dependen. Populasi dalam penelitian ini adalah pengguna Smartphone Samsung yang sempat melakukan Perpindahan Merek dari Smartphone lain di Kecamatan Pamulang Tangerang Selatan. Ukuran sampel diambil dari 75 responden dengan metode pengambilan sample Non Probability Sampling dengan metode Purposive Sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner. Teknik analisis menggunakan metode PLS/Partial Least Square). Berdasarkan hasil penholahan data dengan PLS memiliki hasil bahwa (1) Harga tidak berpengaruh signifikan terhadap Perpindahan Merek dengan nilai P Values sebesar 0,427. (2) Atribut Produk tidak berpengaruh signifikan terhadap Perpindahan Merek dengan nilai P Values sebesar 0,537. (3) Iklan berpengaruh signifikan terhadap Perpindahan Merek dengan nilai P Values sebesar 0,004.

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