scholarly journals Pengaruh Brand Image dan Sikap Konsumen Terhadap Ekuitas Merek Pada Produk Ija Kroeng di Kota Banda Aceh

2018 ◽  
Vol 2 (2) ◽  
pp. 99-109
Author(s):  
Rahmi Rahmi ◽  
Nelly Nelly
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Consumer Attitudes ◽  
Test Results ◽  
Brand Associations ◽  
Brand Quality ◽  
A Company ◽  
Potential Customers ◽  
Dominant Influence ◽  
Banda Aceh

Brand image and consumer attitudes  are important factors in influencing brand equity. Brand equity is the value of a brand, depend the extent to which the brand has high loyalty, the quality that is accepted by consumers and able to add more value to consumers. A strong brand equity can help a company in an effort to attract potential customers as well as efforts to establish good relationships with consumers and can eliminate consumer doubts about brand quality. This study was aimed to determine The Influence Of Brand Image And Consumer Attitudes Toward Brand Equity In Ija Kroeng Products In Banda Aceh. The sample of this study was 100 respondents. The data used in this study was quantitative data. The results showed that brand image and consumer attitudes had a significant effect on brand equity in Ija Kroeng products in Banda Aceh, it was proven by the brand image and attitude of consumers as factors that influence brand equity, which was proven by 84.9% of research results and the remaining 15.1 % explained by other variables outside of this research, for instance product quality, brand awareness, brand associations, etc. Statistical test results show  that simultan brand image and consumer attitudes have a significan effect on brand equity in Ija Kroeng products in Banda Aceh, Fcount>Ftable (272.719>3,090). While partially brand image and consumer attitudes have a significant effect on brand equity in Ija Kroeng products in Banda Aceh, with the value of tcount>ttable (11,871 and 2,051> 1,984). Based on the results of multiple linear regression  it can be seen that of the two variables that the brand image (X1) had the most dominant influence on brand equity in Ija Kroeng products in Banda Aceh, with a coefficient value of 0,805, and the followed by the variable attitudes of consumers (X2) with a coefficient value of 0,139.

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

2020 ◽  
Vol 12 (5) ◽  
pp. 1958 ◽  
Author(s):  
Feng Xu ◽  
Yuli Bai ◽  
Shuaishuai Li
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Mediating Effect ◽  
Total Effect ◽  
Brand Awareness ◽  
Brand Value ◽  
Brand Trust ◽  
Brand Engagement ◽  
Brand Quality ◽  
Theory Of Value

Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

scholarly journals Investigating non-visitors’ intentions to travel to a long-haul holiday destination

2016 ◽  
Vol 23 (4) ◽  
pp. 339-354 ◽  
Author(s):  
Constanza Bianchi ◽  
Sandra Milberg
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Indirect Effect ◽  
Brand Image ◽  
Brand Quality ◽  
Using Data

This article aims to expand our understanding of the main drivers of traveler’s intention to visit a long-haul holiday destination drawing on a model of consumer-based brand equity. The authors propose and test a conceptual model using data from a sample of 152 Chilean travelers who have not visited Australia previously. The findings show that the image and value of Australia are positively and significantly related to Chilean traveler’s intention to visit this destination for holidays. Awareness of Australia has only an indirect effect on intentions to visit this destination through its effect on brand image. Finally, perceptions of brand quality were not significantly related to Chilean traveler’s intention to visit Australia for holidays. This study contributes to the tourism and leisure literature by identifying the main drivers for attracting long-haul potential travelers who have not visited the destination previously.

scholarly journals IMPLEMENTASI ALGORITMA K-MEANS UNTUK PEMILIHAN KERAMIK DAN PELANGGAN POTENSIAL PADA CV. JAYA TUNGGAL KERAMIK

2020 ◽  
Vol 3 (2) ◽  
Author(s):  
Yuliana Yuliana ◽  
Mario Richie ◽  
Halim Agung
Keyword(s):  
Cluster Center ◽  
Test Results ◽  
Inventory Data ◽  
Clustering Method ◽  
Regular Customer ◽  
Using Data ◽  
Iterative Partitioning ◽  
A Company ◽  
Potential Customers

CV. Jaya Tunggal Keramik is a company that sale of ceramics. CV. Jaya Tunggal Keramik experienced some problems regarding ceramics and customers such as difficulties in sale ceramics to customers so that some ceramic products accumulate in the warehouse, such as being damaged and ceramic display becomes less good because it is stored too long and difficulty retaining customers because some customers do not want to order ceramic products. Lack of precise decision taken by the management CV. Jaya Tunggal Keramik in determining the strategy to supply ceramic and how to make it CV. Jaya Tunggal Keramik is difficult to estimate the stock of ceramic products to be provided and it is difficult to determine which potential customers can be maintained as a regular customer. This research uses K-Means algorithm. K-Means algorithm is a partitioning clustering method that separates data into different groups with iterative partitioning. By using this application, users can find out the estimated stock and price of ceramics as well as information about potential customers. Testing in this research using data of November 2017 that compared with data of December 2017. Based on ceramic data test results, there are some ceramics that are not in accordance with the predicted results so it can be concluded that the K-Means algorithm on the test inventory data inventory in this study is not fully can provide accurate estimates, this is because the use of the K-Means algorithm is strongly influenced by the cluster center results and the attributes used.

scholarly journals Influence of Brand Extention Strategy, Brand Image and Brand Trust on Coffee Product’s Brand Equity

2019 ◽  
Vol 11 (3) ◽  
pp. 26
Author(s):  
Slamet Poerwadi ◽  
M. Suyanto ◽  
Anas Hidayat ◽  
Purwadi Purwadi ◽  
Zainal Mustafa Eq
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Brand Extension ◽  
Equation Modeling ◽  
Brand Trust ◽  
One Step ◽  
The One ◽  
The Relationship ◽  
Potential Customers

The objective of this research is to explore the relationship between brand extension strategy, brand image, brand trust, and brand equity in the coffee industry of Indonesia. The research mainly discusses the effect of brand extension strategy on brand equity through brand image and brand trust in the coffee industry, i.e., Kapal Api as a leading coffee brand in Indonesia. Approximately 200 respondents of Kapal Api consumers participated on the survey by responding the questionnaire. Data were analyzed using Structural Equation Modeling (SEM) by combining factor analysis and regression analysis. The results of the evaluation of the one step modification model show that the model is fit and tested for causality. This study shows that brand extension strategy affects brand trust but does not affect brand image and brand equity. Brand trust affects brand image and brand equity. In addition, the brand image also affects brand equity. Brand trust is able to mediate the brand extension strategy on brand equity while a brand image is not. This research is useful for businesses to evaluate marketing strategies in maximizing potential customers by understanding the factors that influence brand equity.

scholarly journals Exploring Brand Personality in Higher Education

2021 ◽  
Author(s):  
Antra Roskosa ◽  
◽  
Yulia Stukalina ◽  
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Global Education ◽  
Brand Image ◽  
Tertiary Education ◽  
Brand Personality ◽  
Brand Associations ◽  
Complex Concept ◽  
Marketing Orientation ◽  
Equity Model

The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.

PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PENGGUNA SMARTPHONE SAMSUNG (Studi Pada Mahasiswa Magister Manajemen UNKRIS)

2016 ◽  
Vol 4 (3) ◽  
Author(s):  
Ella Siti Chaeriah MM
Keyword(s):  
Product Quality ◽  
Brand Image ◽  
Sampling Technique ◽  
Positive Influence ◽  
Purposive Sampling ◽  
Goods And Services ◽  
Long Run ◽  
A Company ◽  
Dominant Influence ◽  
Technique Analysis

Loyalty is the willingness of consumer to continue to subscribe at a company in the long run by buying and using goods and services, is repeate dlyreworked and better yet exclusively and voluntarily recommend the company product to others. This study devoted tol analysis influence of price empiricly variable, brand image, product quality to loyality and to known variable that gae. Most dominant influence, which is price,brand image and produk quality to loyalty in jakarta smartphone mobile in jakarta. Collected data method used questioner. Population was student Magister Manajemen UNKRIS. Want to used Samsung smartphone. Sample was 30 respondent with purposive sampling technique. Analysis result with statistic SPSS with double regression linier, Y = 2,453 + 0,250X1 + 0,205X2 + 0,397X3 double regression linier show there are positive influence and significant from price variable, brand image and product quality to loyalty customer smartphone.

A visitor-based brand equity perspective: the case of a public festival

2014 ◽  
Vol 69 (4) ◽  
pp. 264-283 ◽  
Author(s):  
Aikaterini Manthiou ◽  
Juhee Kang ◽  
Thomas Schrier
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Value ◽  
The Body ◽  
Equation Modeling ◽  
Intangible Asset ◽  
Content Type ◽  
Brand Quality ◽  
The Impact

Purpose – This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty. Design/methodology/approach – The conceptual model was tested with an onsite sample of a public festival referred to as the VEISHEA (Veterinary Medicine, Engineering, Industrial Science, Home Economics and Agriculture) festival, which is located in a Midwestern college-town. Confirmatory factor analysis and structural equation modeling were used to reach the goals of the study. Findings – The findings revealed that improving attendees’ awareness is a keystone in promoting brand quality perceptions, increasing perceived value and creating favorable brand image. Perceptions of quality on brand loyalty were stronger than any other effect, pointing out the need for superior quality. These findings confirmed that a public festival which does not require visitor admission fees can increase visitors by utilizing branding strategies, as has been done with other types of festivals. Research limitations/implications – This research was conducted at a public festival. Further study should be conducted at other festivals/events. Analysis of antecedents such as advertising and promotions in the brand equity creation process will provide further important information. Practical implications – This study provides guidance for practitioners to manage festival brands properly and develop strategies (e.g. communications and promotions) which reinforce the intangible asset of brand equity. Originality/value – This is the first study that applies the brand equity concept to the setting of public festivals. This application to a new context contributes to the body of knowledge of brand equity theory.

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