Pengaruh Elemen – Elemen Brand Equity terhadap Keputusan Pembelian Konsumen Produk Eiger

Increased activity of wild adventure and sports create demand for the product as a complement to the more adventurous, this is used by the equipment manufacturer adventure to compete for a place in the hearts of consumers. PT Eigerindo Multi Industrial Products, which is a manufacturer of products for the adventure out a few brands that is Nordwand, Eiger Women Series, Bodypack, and EIGER own. The strategy used is the application of the elements of brand equity in the minds of consumers, so the presence of elements of brand equity can affect purchasing decisions. This study aims to discuss and analyze the influence of the elements of brand equity is brand awareness, perceived quality, brand association and brand loyalty simultaneously and partial response to consumer purchasing decisions EIGER products, as well as to determine the variables most dominant influence. Where brand awareness, perceived quality, brand association and brand loyalty becomes the independent variable (X) and purchasing decisions become dependent variable (Y). The population in this study is consumers who have been involved in the purchase of products EIGER, namely Surabaya community EIGER product users. Sampling methods were studied non-probability sampling using accidental sampling technique with 110 respondents. Analysis technique used is multiple linear regression analysis processed through SPSS version 17.0 Hypothesis testing conducted using the F test and t test. The results of this study which means that there are simultaneous and partial influence on purchasing decisions Eiger products is equal 52,6%, while the remaining balance of 47.4% influenced by other variables outside of variables in this study. While one of independent variable is not significant influence is perceived quality. The most influential variable the dominant is brand loyalty.

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Pengaruh Brand Awarenes, Brand Acosiation dan Perceived Quality Terhadap Keputusan Pembelian PC Tablet di Kota Padang

AMAR (Andalas Management Review) ◽

10.25077/amar.2.2.82-104.2018 ◽

2018 ◽

Vol 2 (2) ◽

pp. 82-104

Author(s):

Danny Hidayat ◽

Vera Pujani

Keyword(s):

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Perceived Quality ◽

Brand Awareness ◽

Coefficient Of Determination ◽

Purchasing Decisions ◽

Tablet Pc ◽

Tablet Pcs ◽

Brand Association

The objective of this research is to determine the effect of brand awareness, brand association and perceived quality on purchasing decisions for Tablet PCs in Padang City. This research is conducted in Padang and focusing on consumers using a Tablet PC as objects. The population in this research were all consumers who use Tablet PCs in Padang City. Population size is unknown. The sampling technique method was accidental sampling, with a sample of 96 people. The data analysis technique used is the Validity Test and Reliability Test, Multiple Linear Regression Analysis, T test, F test, Coefficient of Determination (R2) assisted by SPSS software. The results of this research indicate that brand awareness, brand association and perceived quality have a significant effect on purchasing decisions for tablet PCs in Padang City partially and simultaneously. Based on the results of the research, 66.9% of the decision to purchase a Tablet PC in Padang City can be explained by brand awareness, brand association and perceived quality, while the remaining 33.1% is explained by other variables not examined in this research.

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PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG OLEH MAHASISWA UNIVERSITAS X

Jurnal Ilmiah Bisnis dan Ekonomi Asia ◽

10.32812/jibeka.v10i1.79 ◽

2016 ◽

Vol 10 (1) ◽

pp. 1-5

Author(s):

Abraham Adijaya

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Linear Regression Analysis ◽

Perceived Quality ◽

Brand Awareness ◽

Positive Contribution ◽

Purchasing Decisions ◽

Brand Association ◽

Quality Of Products

Currently existing business competition is not only limited to the quality of products, technology products, and display products, but also about the brand used in the product that can cause an image to consumers. Brand is the label that carries meaning and associations as well as a mirror of promise communicated by the producer to the consumer on the quality of products or services that have been produced. This study aims to determine whether the brand awareness, brand association, perceived quality, brand loyalty and other proprietary brand assets Samsung has a positive contribution to brand equity Samsung, knowing which variable dominant contributes positively to brand equity Samsung, and find out whether brand equity Samsung influence the purchasing decisions of Samsung smartphone products. By using principal component analysis and simple linear regression analysis, the result is Samsung’s brand awareness, brand association, perceived quality, brand loyalty, and other proprietary brand assets are able to contribute positively to the Samsung brand equity. Samsung's brand loyalty is the dominant variable that contributes positively to the Samsung brand equity. Samsung's brand equity have positive significant influence on purchasing decisions Samsung smartphone products.

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Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) ◽

10.29303/axa.v1i1.12 ◽

2020 ◽

Vol 1 (1) ◽

pp. 1-7

Author(s):

Devi Nilakandi

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Personal Selling ◽

Brand Awareness ◽

Cosmetic Products ◽

Purchasing Decisions ◽

Quality Factors ◽

Consumer Decisions ◽

Brand Association ◽

Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

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Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) ◽

10.29303/alexandria.v1i1.12 ◽

2020 ◽

Vol 1 (1) ◽

pp. 1-7

Author(s):

Devi Nilakandi

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Personal Selling ◽

Brand Awareness ◽

Cosmetic Products ◽

Purchasing Decisions ◽

Quality Factors ◽

Consumer Decisions ◽

Brand Association ◽

Independent Variable

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

IJIEEB : International Journal of Integrated Education, Engineering and Business ◽

10.29138/ijieeb.v1i1.796 ◽

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.

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PENGARUH EKUITAS MEREK TERHADAP REPURCHASE INTENTION HANDPHONE MEREK SAMSUNG KEPADA MAHASISWA FAKULTAS EKONOMI UNIVERISTAS TADULAKO DI KOTA PALU

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i2.22 ◽

2015 ◽

Vol 1 (2) ◽

pp. 221-232

Author(s):

Syarifuddin Nursyamsu ◽

Syamsul Bachri Daeng Parani ◽

Suryadi Hadi

Keyword(s):

Mobile Phone ◽

Brand Equity ◽

Brand Loyalty ◽

Linear Regression Analysis ◽

Perceived Quality ◽

Brand Awareness ◽

Repurchase Intention ◽

Probability Sampling ◽

Purposive Sampling ◽

Brand Association

This study aims to determine how much the brand equity effect to repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako University, Palu. The research method used is descriptive of causal method with a sample of 75 people with non-probability sampling technique with a purposive sampling approach and Multiple Linear Regression Analysis method with the aid of a computer program SPSS for Windows Release 16.0. The results showed that:1). brand equity consists of brand awareness, perceived quality, brand association and brand loyalty simultaneously affect significantly on repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako University, Palu; 2). Brand awareness partially have no significant effect on repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako in Palu; 3). Perceived quality, brand association, and brand loyalty is partially affect significantly on repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako in Palu. Penelitian ini bertujuan untuk mengetahui seberapa besar efek ekuitas merek untuk membeli kembali niat merek ponsel Samsung kepada mahasiswa fakultas ekonomi Universitas Tadulako, Palu. Metode penelitian yang digunakan adalah deskriptif metode kausal dengan sampel 75 orang dengan teknik non probability sampling dengan pendekatan purposive sampling dan metode Analisis Regresi Linier Berganda dengan bantuan program komputer SPSS for Windows Release 16.0. Hasil penelitian menunjukkan bahwa: 1). Ekuitas merek terdiri dari brand awareness, perceived quality, brand association dan brand loyalty sekaligus berpengaruh secara signifikan terhadap niat membeli kembali merek ponsel Samsung kepada mahasiswa fakultas ekonomi Universitas Tadulako, Palu; 2). Kesadaran merek sebagian tidak berpengaruh signifikan terhadap niat beli kembali merek ponsel Samsung kepada mahasiswa fakultas ekonomi Tadulako di Palu; 3). Kualitas yang dirasakan, asosiasi merek, dan loyalitas merek sebagian berpengaruh secara signifikan terhadap niat membeli kembali merek ponsel merek Samsung kepada mahasiswa fakultas ekonomi Tadulako di Palu.

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Analisis brand equity terhadap keputusan pembelian (studi kasus coffee toffee Surabaya)

Journal of Business and Banking ◽

10.14414/jbb.v10i1.1862 ◽

2020 ◽

Vol 10 (1) ◽

pp. 1

Author(s):

Hendro Lisa ◽

Sitie Chairhany ◽

Martina Napratilora ◽

Abd Syahid ◽

M. Ilyas

Keyword(s):

Regression Analysis ◽

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Significant Positive Effect ◽

Purchasing Decisions ◽

Testing Technique ◽

Brand Association ◽

Positive Effect

This study examines and analyze the significant effect of brand equity consist; brand awareness, brand association, perceived quality and brand loyality on purchased decision. Based on the literature review, this research hypothesis states that the four elements of brand equity affect purchasing decisions. This research uses survey data from Coffee Toffee visitors in Surabaya. Data were collected by questionnaire from respondent. Hypothesis testing technique is done by using multiple regression analysis. The results of this study indicate that brand awareness has a significant positive effect on purchasing decisions, brand association has no significant positive effect on purchasing decisions, the perceived quality has a significant positive effect on purchasing decisions, and brand loyalty have a significant positive effect on purchasing decisions.

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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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