scholarly journals STUDI MENGENAI MINAT BELI KONSUMEN ROKOK

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Gilang Puspita Rini, Iwan Suroso, Faridhatun Faidah
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Product Category ◽  
Brand Awareness ◽  
Brand Associations ◽  
Significance Level ◽  
Brand Association ◽  
Cigarette Brand ◽  
Index Value ◽  
The Impact

AbstrakSalah satu produk yang mengandalkan komponen ekuitas merek untuk bersaing di kategori produknya ini adalah produk rokok dimana pada data yang diperoleh top of mind, yang merupakan tingkatan tertinggi dalam kesadaran merek, yang di adaptasi dari nilai top brand indeks, diketahui bahwa terjadi penurunan top brand indeks pada rokok merek Djarum Super milik PT Djarum selama tahun 2012-2014. Adanya penurunan top brand indeks yang mencerminkan adanya penurunan tingkat kesadaran merek konsumen rokok Djarum Super inilah yang melatarbelakangi penulis untuk meneliti apakah penurunan tersebut mempunyai hubungan dengan naik turunnya minat beli. Sehingga tujuan dari penelitian ini adalah untuk mengembangkan sebuah model mengenai dampak asosiasi merek dan kesadaran merek terhadap minat beli rokok Djarum Super. Populasi yang diambil dalam penelitian ini adalah konsumen rokok merek Djarum Super dengan minimal konsumsi lebih dari 1 tahun di Kabupaten Kudus dengan sampel sebanyak 75 responden. Berdasarkan hasil oleh data melaui SPSS, maka diperoleh hasil bahwa seluruh variabel independen dapat menjelaskan variabel dependennya dibuktikan dengan tingkat signifikansi sebesar 0%.Kata Kunci :niat beli; asosiasi merek; kesadaran merekAbstractOne product that relies on brand equity components to compete in its product category is cigarette products where the data obtained from top of mind, which is the highest level in brand awareness, is adapted from the top brand index value, it is known that there is a decrease in the top brand index on Djarum Super's cigarette brand owned by PT Djarum during 2012-2014. The decline in the top brand index, which reflects the decline in the level of awareness of the Djarum Super cigarette consumer brand, is the background of the authors to examine whether the decline has a relationship with the up and down of buying interest. So the purpose of this study is to develop a model on the impact of brand associations and brand awareness on purchase intention in Djarum Super cigarettes. The population taken in this study is the consumer cigarette brand Djarum Super with a minimum consumption of more than 1 year in Kudus Regency with a sample of 75 respondents. Based on the results by the data through SPSS, the results obtained that all independent variables can explain the dependent variable is proven by a significance level of 0%.Keywords:purchase intention; brand association; brand awareness

scholarly journals THE The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

2020 ◽  
Vol 9 (2) ◽  
pp. 63-81
Author(s):  
Nadia Passagem ◽  
Catia Fernandes Crespo ◽  
Nuno Almeida
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Product Category ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
The Impact

The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽  
2017 ◽  
Vol 16 (1) ◽  
pp. 45-59 ◽  
Author(s):  
Rajesh Sharma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Four Dimensions ◽  
Global Brands ◽  
Brand Association ◽  
The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

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

2018 ◽  
Vol 19 (6) ◽  
pp. 1663-1680 ◽  
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.

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

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. 

scholarly journals The Impact of Brands on Consumer Buying Behavior

2016 ◽  
Vol 5 (4) ◽  
pp. 1-16 ◽  
Author(s):  
Ulas Akkucuk ◽  
Javed Esmaeili
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Brand Name ◽  
Buying Behavior ◽  
Brand Association ◽  
The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

scholarly journals The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives

2021 ◽  
Vol 12 (2) ◽  
pp. 302
Author(s):  
Eyad Mustafa AL-Ghanem
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Pharmaceutical Companies ◽  
Brand Association ◽  
Study Population ◽  
The Impact ◽  
Moderating Role

This study aimed to identify the impact of the brand equity and its dimensions (brand awareness, brand association, perceived quality, and brand loyalty) of Global Pharmaceutical Companies on Prescriptions decisions of physicians in Jordan.The population of sample were the Jordanian physicians, the study tool was questionnaire, which was distributed to connivance sample (Physicians), the data was collected from (240) participants of study population, the data collected were analysed by using the Smart-PLS software.The study result is finding that statistically significant effect of the brand equity of global pharmaceutical companies on Prescriptions decisions of physicians in Jordan, and this effect was positiveGlobal pharmaceutical companies need to focus more on all study variables (dimensions of brand equity) because they have a role of enhancing the prescription decisions of physicians.

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

2016 ◽  
Vol 8 (3) ◽  
pp. 75 ◽  
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.

scholarly journals ANALISIS EKUITAS MEREK GULA PASIR GULAKU DAN GUPALAS

2020 ◽  
Vol 27 (2) ◽  
pp. 197
Author(s):  
Darul Bakhtiar
Keyword(s):  
Market Share ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Association ◽  
Equity Research ◽  
The Difference ◽  
First Mover

Introduction: This study aims to study the various elements of brand equity (brand equity) granulated sugar products, such as: brand awareness, brand association, brandperceived quality, and brand loyalty by comparing two brands of sugar products are Gulaku and Gupalas. Gulaku as first mover advantages which the first player to enter a particular industry is often considered to have the first opportunity to build market share since 2002, while Gupalas is a product that has just appeared in 2011.Methods: The sampling method used is purposive sampling with the number of respondents who were taken as the sample in the study of100 people consumers of sugar, especially housewives who are in theMadiun area. Analyzer used in this research is the analysis of the meandifference test through t test and a confirmation through Manova test.Results: Brand equity research results indicate that Gulaku have higherbrand equity than Gupalas. The difference was due to the three elements of brand equity include brand awareness, brand associations and brandloyalty of Gulaku much higher than Gupalas. While Gupalas Gulaku only be offset in terms of perceived quality alone.Conclusion and suggestion: This study is used as input Gupalasmanufacturers namely PT. Nusantara Plantation XI as brand equityevaluation of Gupalas include brand equity, which is supposed to be improved.

scholarly journals Brand Equity and Purchase Decisions on French Fries Product in Indonesia

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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