Brand Equity: Anticedents Consumer Responses

AbstrakTujuan–Tujuan dari penelitian ini adalah untuk mengetahui dampak Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity terhadap Purchase Intentions dan WOM.Desain/Metodologi/Pendekatan - Objeknya adalah 170 pengendara sepeda motor merek Polygon, United Bike dan WIM Cycle; tertarik dengan teknik purposive sampling dan menggunakan SEM untuk menganalisis data.Hasil –Temuan dari penelitian ini adalah Brand Awereness berpengaruh positif terhadap Perceive Quality; Brand Awereness berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Overall Brand Equity; Overall Brand Equity berpegaruh positif terhadap Purchase Intention; Overall Brand Equity berpengaruh positif terhadap WOM. <pre> </pre>AbstractPurpose –The purpose of this research is to aim the impacts of Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity towards Purchase Intentions and WOM.Design/Methodology/Approach: The object were 170 bikers of Polygon, United Bike and WIM Cycle brands; attracted by purposive sampling technique and used SEM to analyze data.Finding- The findings are Brand Awereness has positive effect on Perceive Quality; Brand Awereness has positive effect on Brand Loyalty; Brand Association has positive effect on Brand Loyalty; Brand Association has positive effect on Overall Brand Equity; Overall Brand Equity has positive effect on Purchase Intention; Overall Brand Equity has positive effect on WOM.

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

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i1.4 ◽

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.

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PENGARUH ASOSIASI MEREK, KESETIAAN MEREK, KESADARAN MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK PADA PENGGUNA SMARTPHONE OPPO

Jurnal Bina Manajemen ◽

10.52859/jbm.v10i1.147 ◽

2021 ◽

Vol 10 (1) ◽

pp. 206-219

Author(s):

Yenny Lego ◽

Hannes Widjaya

Keyword(s):

Market Share ◽

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

High Growth ◽

Sampling Technique ◽

Brand Awareness ◽

Purposive Sampling ◽

Brand Association ◽

Very High

The very high growth of smartphone users in Indonesia makes companies that issue smartphone products have to try to be the best among other smartphone companies. Currently, OPPO is in second place in the smartphone market share in Indonesia in the second quarter of 2019. The aim of this study is to determine brand association, brand loyalty, brand awareness and brand image have an influence on brand equity. The sampling technique was carried out by purposive sampling. The questionnaire was distributed to 150 respondents in Karawaci Tangerang who were OPPO smartphone users. The results of this study indicate that there is an effect of brand association on brand equity, meanwhile, brand loyalty, brand awareness, and brand image have no influence on brand equity.

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PENGARUH EKUITAS MEREK TERHADAP MINAT BELI ULANG SEPATU MEREK CONVERSE ALL STAR

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v5i1.142 ◽

2020 ◽

Vol 5 (1) ◽

pp. 89-96

Author(s):

Riswandi Wahyuddin ◽

Johnny Tanamal ◽

Engki P Nainggolan

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Positive Influence ◽

Brand Awareness ◽

Primary Data ◽

Purposive Sampling ◽

Brand Association ◽

Simultaneous Test ◽

Perception Of Quality ◽

Level Of Significance

The purpose of this research is to find out and analyze the influence of unison and partial variable brand equity, made up of brand awareness, brand association, the perception of quality and brand loyalty can affect your interest in purchasing a re brand shoes Converse All Star Student at the Faculty of Economics of the University of Tadulako. The research of using primary data, obtained directly from the questionnaire filled in by the respondents. The sample in this study was 60 respondents and is determined using a purposive sampling. Results of the study, the value of R2 = 0.530 (53.0%), which means that buying interest in re-53.0% are influenced by variables brand equity. From the results of the partial test (t) obtained the value of brand awareness for the significance of 0.036, brand associations of 0.026, perception of quality and brand loyalty of 0.021 0.003, it means that the variable is positive and influential brand equity significantly to the buying interest. (F) simultaneous test with significance F 0.000 ≤ level of significance of 5% (α = 0.05) then it can be concluded that all four of these variables simultaneously have a positive influence and interest significantly to buy. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisi pengaruh serempak dan persial variabel ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek dapat mempengaruhi minat beli ulang sepatu merek Converse All Star pada Mahasiswa Fakultas Ekonomi Universitas Tadulako. Penelitian menggunakan data primer, diperoleh langsung dari kuesioner yang diisi oleh responden. Sampel dalam studi ini adalah 60 responden dan ditentukan menggunakan purposive sampling. Hasil penelitian, nilai R2 = 0,530 (53%), yang berarti bahwa 53% minat beli ulang dipengaruhi oleh variabel ekuitas merek. Dari hasil uji parsial (t) diperoleh nilai kesadaran merek0,036, asosiasi merek sebesar 0,026, persepsi kualitas dan loyalitas merek 0,021 dan 0,003, itu berarti bahwa variabel ekuita merek berpengaruh positif dan signifikan terhadap minat beli ulang. Sedangkan hasil uji simultan (F) diperoleh nilia Fhitung sebesar 0,000 ≤ level of significance 5% (α=0,05) maka dapat disimpulkan bahwa keempat variabel tersebut secara simultan memiliki pengaruh positif dan signifikan terhadap minat beli ulang.

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THE IMPACT OF BRAND EQUITY TO PURCHASE INTENTION (CASE STUDY FROM IPHONE USERS IN MAKASSAR)

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v5i1.8696 ◽

2021 ◽

Vol 5 (1) ◽

pp. 1

Author(s):

Gita Gabriella ◽

Sonny Sonny

Keyword(s):

Quantitative Analysis ◽

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Perceived Quality ◽

Brand Awareness ◽

Coefficient Of Determination ◽

Purposive Sampling ◽

The Impact

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan di pasar ponsel cerdas. Terlepas dari popularitas iPhone ketika perusahaan memperkenalkan iPhone untuk pertama kalinya pada tahun 2007, iPhone telah mengalami persaingan ketat dari produsen smartphone lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan kepuasan pelanggan terhadap niat beli konsumen produk iPhone. Elemen ekuitas merek yang digunakan dalam penelitian ini adalah kesadaran merek, kualitas persepsi, kepuasan pelanggan, dan loyalitas merek. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada sembilan puluh enam responden dengan menggunakan purposive sampling. Responden adalah orang yang saat ini menggunakan produk iPhone. Data dianalisis dengan menggunakan analisis kuantitatif. Analisis kuantitatif terdiri dari uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dengan uji F dan uji t, serta analisis koefisien determinasi (R). Dari hasil penelitian dapat disimpulkan, bahwa kepuasan pelanggan dan loyalitas merek merupakan elemen utama konsumen membeli merek iphone. Sedangkan kesadaran merek dan kualitas persepsi tidak berpengaruh dalam faktor pembelian. This research is motivated by the increasing competition in the smartphone market. Despite the popularity of the iPhone when the company introduced the iPhone for the first time in 2007, the iPhone has experienced stiff competition from other smartphone manufacturers. This study aims to determine the effect of brand equity and customer satisfaction on consumer purchase intentions of iPhone products. The elements of brand equity used in this study are brand awareness, perceived quality, customer satisfaction, and brand loyalty. This research was conducted by distributing questionnaires to ninety-six respondents using purposive sampling. Respondents are people who currently use iPhone products. Data were analyzed using quantitative analysis. Quantitative analysis consists of validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing with the F test and t test, and analysis of the coefficient of determination (R). The results of research can be concluded that customer satisfaction and brand loyalty are the main elements of consumers buying the iPhone brand. Meanwhile, brand awareness and perceived quality has no effect on purchasing factors.

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Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta

The Winners ◽

10.21512/tw.v9i1.731 ◽

2008 ◽

Vol 9 (1) ◽

pp. 62

Author(s):

Masruroh Masruroh ◽

Awin Indranto

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Research Method ◽

Sampling Method ◽

Brand Image ◽

Student Perception ◽

Research Result ◽

Sampling Technique ◽

Brand Awareness ◽

Brand Association

Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.

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Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

Archives of Business Research ◽

10.14738/abr.912.11374 ◽

2021 ◽

Vol 9 (12) ◽

pp. 132-144

Author(s):

Wawan Prasetia ◽

Anas Hidayat

Keyword(s):

Brand Loyalty ◽

Purchase Intention ◽

Structural Equation ◽

Perceived Quality ◽

Positive Influence ◽

Partial Least Square ◽

Least Square ◽

Brand Awareness ◽

Brand Association ◽

Positive Effect

This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square. The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.

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EKUITAS MEREK BATIK BANGKALAN DAN RESEPSI MASYARAKAT MADURA

Kanal Jurnal Ilmu Komunikasi ◽

10.21070/kanal.v4i1.314 ◽

2016 ◽

Vol 4 (1) ◽

pp. 45

Author(s):

Raniawati Rachman

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Hypothesis Test ◽

Sampling Technique ◽

Perceived Quality ◽

Brand Awareness ◽

Test Results ◽

Linear Effect ◽

The Public ◽

Brand Association

The purpose of this study was to analyze and describe brand equity of Batik Bangkalan and analyze public reception of Madura batik, as well as to analyze and describe the influence of brand equity Batik Bangkalan - Madura towards public reception in Madura. This type of research was quantitative with an explanatory approach. The population in this research was society of Bangkalan Madura. Samples were taken from consumers who visit the center of batik gallery in Bangkalan - Madura amount 100 respondents. The sampling technique used accidental sampling. Technique of analyzing data used multiple linear regression analyzes to examine a causal relationship between the causes variables namely brand equity (X) towards the effect variable namely reception of Madura society (Y). Hypothesis test results showed that simultaneously brand equity consists of brand awareness, brand association, perceived quality and brand loyalty linear effect on society reception. Partially, that significantly influence the public reception was brand awareness while brand association, perceived quality and brand loyalty has no significant effect. Variables that dominant influence on the public reception was brand awareness.

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The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

International Journal of Economics and Finance ◽

10.5539/ijef.v8n3p75 ◽

2016 ◽

Vol 8 (3) ◽

pp. 75 ◽

Cited By ~ 3

Author(s):

Tran Trung Vinh ◽

Le Van Huy

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Structural Equation ◽

Positive Influence ◽

Brand Awareness ◽

Equation Modeling ◽

Brand Preference ◽

Positive Effects ◽

Brand Association

This study is aimed at exploring the effects of components of brand equity on overall brand equity; and the effects of overall brand equity on brand preference and purchase intention in the motorbike market in Vietnam. Based on a sample of 309 consumers, structural equation modeling (SEM) is used to test hypotheses. The research reveals that: (1) perceived quality, brand association and brand loyalty have positive effects on overall brand equity, but brand awareness has no effect on overall brand equity; (2) overall brand equity has positive impacts on brand preference and purchase intention; and (3) brand preference has a positive influence on purchase intention. These findings have implications for marketers.

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Brand Equity and Purchase Decisions on French Fries Product in Indonesia

Jurnal Organisasi dan Manajemen ◽

10.33830/jom.v16i2.955.2020 ◽

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.

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PENGARUH BRAND ASSOCIATION DAN BRAND AWARENESS TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA START UP FINTECH OVO

Jurnal Ilmu Manajemen (JIMMU) ◽

10.33474/manajemen.v4i1.2702 ◽

2020 ◽

Vol 4 (1) ◽

pp. 96

Author(s):

Rio Era Deka ◽

Nurhajati Nurhajati ◽

Nuzulul Rachma

Keyword(s):

Direct Effect ◽

Indirect Effect ◽

Brand Loyalty ◽

Indirect Effects ◽

Sampling Technique ◽

Brand Awareness ◽

Brand Trust ◽

Purposive Sampling ◽

Brand Association ◽

Start Up

Tujuan penelitian ini adalah Mengetahui pengaruh tidak langsung Brand Association dan Brand Awareness terhadap Brand Loyalty Melalui Brand Trust pada start up OVO. Jenis penelian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna OVO pada mahasiswa Universitas Islam Malang di Kota Malang, Jawa Timur. Teknik pengambilan sampel dilakukan dengan purposive sampling dan didapatkan sampel sebanyak 120 responden. Hasil penelitian menunjukan bahwa Pengaruh tidak langsung antara variabel brand Awareness terhadap brand loyalty melalui variabel brand trust diperoleh dari hasil pengaruh langsung antara variabel brand awareness terhadap brand trust dan pengaruh langsung antara variabel brand trust terhadap variabel brand loyalty sehingga pengaruh tidak langsung. Hal ini dapat diartikan bahwa ada pengaruh tidak langsung variabel brand association dan brand awareness terhadap brand loyalty melalui brand trust, serta semakin tinggi brand trust maka brand loyalty akan semakin meningkat.Kata kunci : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty The purpose of this study was to find out the indirect influence of Brand Association and Brand Awareness on Brand Loyalty Through Brand Trust at the start up of OVO. This type of research is explanatory research using a quantitative approach. The population in this study were OVO users in Malang Islamic University students in Malang City, East Java. The sampling technique was done by purposive sampling and obtained a sample of 120 respondents. The results showed that the indirect effect of brand awareness on brand loyalty through brand trust variables was obtained from the direct effect of brand awareness variables on brand trust and the direct effect of brand trust variables on variable brand loyalty so that indirect effects. This can be interpreted that there is an indirect effect of brand association and brand awareness of brand loyalty through brand trust, and the higher brand trust, brand loyalty will increase.Keyword : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty

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