scholarly journals Pengaruh Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Produk Pencuci Mulut (mouthwash)

2018 ◽  
Vol 22 (2) ◽  
pp. 235
Author(s):  
Dudi Permana
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Brand Recall ◽  
Brand Association ◽  
Prospective User

The purpose of this study is to determine the partial effect of brand awareness, brand association, perceived quality and brand loyalty on purchase decision in Betadine mouthwash. Two hundred samples are collected from the user and prospective user in Jakarta. the analytichal method used is descriptive and multiple linear regression. The result are (a) the partial effect of brand awareness, brand associaton, brand loyalty are positive and significant to purchase decision but not significant by perceived quality. (b) the highest correlation is achieved by brand awareness. Brand awareness was successfull formed by brand recognation as foundation but then it was stagnant on brand recall even less on top of mind. (c) purchase decision indicators has showed that consumer position is not ready in purchase decision and even less in re-purchase.

scholarly journals The Influence of Brand Equity to Purchasing Decisions on Wardah Products (studies conducted at Wardah Beauty House stores, Surabaya)

2018 ◽  
Vol 1 (1) ◽  
pp. 53-60
Author(s):  
Vebri Aria Rahma
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Brand Association

This study aims to analyze  the influence of  brand equity which includes: brand awareness, brand association, perceived quality, and brand loyalty on purchasing decisions at Wardah Beauty House Surabaya stores. The authors used a survey, where the authors distributed questionnaires totaling 100 questionnaires to consumers or customers in Wardah Beauty House Surabaya stores. This is a quantitative research. Analyzed using multiple linear regression analisys and using SPSS 18.0. Based on the results of the study showed that brand equity variables consisting of brand awareness, brand association, perceived quality, and brand loyalty simultaneously have a significant effect on purchasing decisions. Brand awareness doesn’t have a partially significance influence on purchasing decisions.

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

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

scholarly journals PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP CUSTOMER PURCHASE DECISION

2019 ◽  
Vol 3 (1) ◽  
pp. 176
Author(s):  
Cindy Chandra ◽  
Keni Keni
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Online Data ◽  
Probability Sampling ◽  
Positive Effects ◽  
Brand Association ◽  
Convenience Sampling

Penelitian ini bertujuan untuk mendapatkan bukti empiris mengenai pengaruh brand awareness, brand association, perceived quality, dan brand loyalty terhadap customer purchase decision. Populasi dalam penelitian ini adalah para konsumen bubble tea. Penelitian ini dibatasi pada konsumen salah satu bubble tea di Jakarta. Metode Pengambilan sampel menggunakan non probability sampling dengan teknik convenience sampling. Sampel dalam penelitian ini berjumlah 156 responden. Metode pengumpulan data dilakukan dengan menyebarkan kuesioner secara online. Teknik analisis data menggunakan metode analisis regresi ganda. Hasil dari penelitian menunjukkan bahwa brand awareness dan brand association secara parsial tidak berpengaruh terhadap customer purchase decision, sedangkan perceived quality dan brand loyalty berpengaruh positif terhadap customer purchase decision. Pengaruh perceived quality terhadap customer purchase decision dapat menunjukkan bahwa perusahaan bubble tea telah memberikan kualitas produk yang terjamin sesuai dengan harapan para konsumennya. Selain itu, pengaruh brand loyalty terhadap customer purchase decision menunjukkan konsumen merupakan konsumen yang memiliki loyalitas tinggi, meskipun dihadapkan berbagai alternatif pilihan yang lebih unggul tetap melakukan pembelian ulang. This study aims to obtain empirical evidence about the effect of brand awareness, brand association, perceived quality, and brand loyalty on customer purchase decisions. The population in this study were bubble tea consumers. This research is limited to consumers one of bubble tea in Jakarta. The sampling method uses non probability sampling with convenience sampling technique. The sample in this study amounted to 156 respondents. Data collection method is done by distributing questionnaires online. Data analysis techniques using multiple regression analysis methods. The results of the study indicate that brand awareness and brand association have no partial effect on customer purchase decisions, while perceived quality and brand loyalty have positive effects on customer purchase decisions. The effect of perceived quality on customer purchase decisions can show that bubble tea companies have provided guaranteed product quality in accordance with the expectations of their consumers. In addition, the effect of brand loyalty on customer purchase decisions shows that consumers are consumers who have high loyalty, although faced with a variety of alternative choices that are superior, they still make repeat purchases.

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

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

RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION

2019 ◽  
Vol 1 (1) ◽  
pp. 58 ◽  
Author(s):  
Fadilah Siali ◽  
Pang Jiayi ◽  
Mahani Mohammad Abdul Shakur ◽  
Siti Aisyah Ya'kob
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Fashion Industry ◽  
Urban Streets ◽  
Brand Association ◽  
Equity Model ◽  
The Relationship

Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear. 

scholarly journals PENGARUH FAKTOR EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SABUN DETERJEN MEREK RINSO DI KELURAHAN LAYANA INDAH KOTA PALU

2015 ◽  
Vol 1 (1) ◽  
pp. 15-22
Author(s):  
Suriani Labolo ◽  
Maskuri Sutomo ◽  
Rahmat Mubaraq
Keyword(s):  
Sample Size ◽  
Brand Equity ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Quality Perception ◽  
Purposive Sampling ◽  
Brand Association

The  research  aims  to  analyze  the  influence  of  brand  equity  that consists  of  brand  awareness, quality perception, brand association, and brand loyalty, on customer purchase decision to buy Rinso at  Layana  Indah Village  in  Palu.  Sample  size  of  the  study  is  72  respondents  who selected  through purposive sampling technique. The results indicate that all variables, namely brand awareness, quality perception,  brand  association, and  brand  loyalty  simultaneously  have  significant  influence  on customer purchase  decision.  The  Adjusted  R  square  of  0.527  indicates  that brand  equity  has  52,7 percent  of  the  variability  of  customer  purchase decision,  while  47,3  percent  influenced  by  other variables  that  are  not studied.  Partially,  all  variables  have  positive  and  significant  influence  on customer purchase decision to buy Rinso detergent. Tujuan penelitian ini adalah untuk mengetahui pengaruh ekuitas merek yang terdiri atas kesadaran merek,  persepsi  kualitas,  asosiasi  merek, dan  loyalitas  merek  terhadap  keputusan  pembelian  produk deterjen merek Rinso di Kelurahan Layana Indah Kota Palu. Sampel dalam penelitian ini sebanyak 72 orang  dengan  teknik  penarikan  sampel menggunakan  purposive  sampling.  Hasil  penelitian menunjukan bahwa secara simultan variabel ekuitas merek yang terdiri dari kesadaran merek, persepsi kualitas,  asosiasi  merek  dan  loyalitas  merek  memiliki pengaruh  signifikan  terhadap  keputusan konsumen sehingga apabila variabel ekuitas merek diterapkan secara baik maka keputusan pembelian juga akan meningkat, dengan nilai adjusted R square 0.527, artinya bahwa ekuitas merek berpengaruh terhadap  keputusan pembelian  sebesar  52.7 %  dan  sisanya  sebesar  47.3 %  dipengaruhi oleh  variabel lain yang tidak diteliti. Secara parsial variabel kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas  merek berpengaruh  signifikan  terhadap  keputusan  pembelian  dalam menggunakan  produk sabun deterjen merek Rinso.

scholarly journals The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

2020 ◽  
Vol 11 (1) ◽  
pp. 039
Author(s):  
Etty Susilowati ◽  
Agatha Novita Sari
Keyword(s):  
Brand Loyalty ◽  
Fast Food ◽  
Structural Equation ◽  
Perceived Quality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Association ◽  
Purchasing Intention

This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perceived quality towards brand loyalty and brand purchasing intention. However, there is not a significant relationship between brand loyalty and brand purchasing intention. It indicates that consumers who are satisfied with Richeese Factory products and services do not always end up making purchases. The ability of managers to understand the factors which shape consumer brand behavior is required to develop and to maintain their brand position in high competitive fast food brand competition.

scholarly journals ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

2019 ◽  
Vol 8 (12) ◽  
pp. 7154
Author(s):  
Ni Kadek Ayu Juniantari ◽  
Eka Sulistyawati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Descriptive Analysis ◽  
Research Result ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Test Technique ◽  
Brand Association ◽  
Analysis Technique ◽  
Training Activities

This study aims to determine brand equity differences between Nike and Adidas from Denpasar athletes perception. The population in this study are all athletes in Denpasar who use the sport product brand Nike and Adidas to support training activities. The sample that used in this study is 100 respondents using Purposive Sampling method, and the data analysis technique used is Descriptive Analysis and T-test technique. Based on the research result, it shows that there are differences in brand awareness, brand association, perceived quality, and brand loyalty between Nike and Adidas sport product. Keywords : comparison, brand, brand equity, brand  awareness, brand association, perceived quality, brand loyalty

scholarly journals Penilaian Konsumen Tentang Ekuitas Merek Shopping Mall di Surabaya (Studi Pada Tunjungan Plaza, Surabaya Plaza, dan Mal Galaxy)

2018 ◽  
Vol 2 (1) ◽  
pp. 72
Author(s):  
ACHMAD ROFIAN DJUNAEDI ◽  
Sri Setyo Iriani
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Shopping Mall ◽  
Brand Awareness ◽  
Brand Association

Tunjungan Plaza, Surabaya Plaza, Mal Galaxy is part of a shopping mall that has a longevity brand in Surabaya, was established before the 2000th and still exist today. Tunjungan Plaza, Surabaya Plaza, and the Mal Galaxy have the outlet mall and tenant with famous brand, both brands from Indonesia and an international brand. Each of the shopping mall has a marketing strategy to build strong brand equity at the consumers perception. Brand equity may increase or decrease the value given by the shopping mall to the company or its customers. This research aims to determine consumer’s assessment of shopping mall brand equity in Surabaya, brand equity is measured by brand awareness, brand association, perceived quality, and brand loyalty. These results shows that Tunjungan Plaza is a shopping mall that brand awareness is remembered by most responden, most positively associated, and the highest brand loyalty, while the Mal Galaxy  is a shopping mall which considered by respondents to the best perceived quality. Overall, Tunjungan Plaza is a shopping mall which has the strongest brand equity in Surabaya.

scholarly journals The Influence of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decision at Dealer CV. Andalas Motor Bengkalis

2021 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Malika Nefti Budi Asih ◽  
Hutomo Atman Maulana
Keyword(s):  
Linear Regression ◽  
Service Quality ◽  
Regression Model ◽  
Multiple Linear Regression ◽  
Sample Size ◽  
Brand Loyalty ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Purchasing Decisions

This study aims to determine the effect of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decisions at dealer CV.Andalas Motor Bengkalis. This research is associative research. The population used by consumers who buy motorbikes at dealer CV Andalas Motor Bengkalis with a sample size of 100 respondents. The technique used is multiple linear regression with the regression model Y=1.821 + 0.163X1 + 0.299X2 + 0.207X3 + e. The results of this study indicate that partially service quality has a positive and significant effect on purchasing decisions with tcount 2.466, price has a positive and significant effect on purchasing decisions with tcount 4.045. Brand loyalty has a positive and significant effect on purchasing decisions with tcount 6.158. Simultaneously, Service Quality, Price, and Brand Loyalty have a positive and significant effect on motorcycle purchasing decisions at dealer CV.Andalas Motor Bengkalis with Fcount 67.837 seen from the coefficient of determination 67.9%.

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