scholarly journals ANALISIS PENGARUH CITRA MEREK TERHADAP KEPUTUSAN MENGINAP DI HOTEL X

2020 ◽  
Vol 6 (2) ◽  
Author(s):  
Hari Iskandar
Keyword(s):  
Brand Image ◽  
Brand Personality ◽  
Brand Attitude ◽  
Brand Identity ◽  
Purposive Sampling ◽  
Brand Association

<div class="WordSection1"><p>Hotel X memiliki citra merek yang baik dimana dengan meningkatnya tingkat hunian kamar yang baik disetiap periode. Peneliti melakukan penelitian ini dengan tujuan untuk mengetahui pengaruh dari indikator <em>brand image</em> Hotel X terhadap keputusan tamu untuk menginap.. Metode kuantitatif digunakan sebagai metode penelitian, dan analisis data yakni regresi linear sederhana. Dimana uji penelitian ini menggunakan SPSS. Sampel yang diambil sebanyak 135 responden menggunakan metode <em>non probabilty sampling</em>, dengan teknik <em>purposive sampling</em>.</p><p>Hasil penelitian berdasarkan uji t dari variabel <em>brand image</em> diantaranya dimensi <em>brand identity</em>, <em>brand association</em>, dan <em>brand benefit and competence</em> hipotesis diterima, yang berarti ketiga dimensi tersebut memilik pengaruh terhadap variabel Y, sedangkan kedua dimensi lainnya yaitu <em>brand personality</em> dan <em>brand attitude and behaviour</em> dimana hipotesis ditolak yang berarti tidak terdapat pengaruh terhadap variabel Y. Berdasarkan hasil uji F,  variabel X diuji secara simultan memiliki pengaruh yang signifikan terhadap variabel Y. Berdasarkan hasil uji R2, diperoleh nilai sebesar 64,6%, dimana sebesar 64,6% <em>brand image</em> berpengaruh terhadap keputusan menginap di Hotel Aston, dan sisanya yaitu 35,4% dipengaruhi oleh variabel lain diluar X.</p><p>Kesimpulan yang bisa didapatkan bahwa terdapat pengaruh positif dari <em>brand image</em> terhadap keputusan menginap sebesar 64,6% sedangkan 35,4% dipengaruhi oleh variabel lainnya. Saran yang bisa diberikan adalah meningkatkan karakteristik dari <em>service</em><em>-</em>nya, dan juga menjaga kamar agar sesuai dengan gambar yang ditampilkan, dari sisi <em>brand attitude and behaviour</em> dapat lebih memperhatikan fasilitas yang disediakan dalam kondisi normal, baik dalam bentuk makanan dan <em>service</em> diberikan secara profesional.<strong></strong></p><p><strong>Kata Kunci:</strong> Merk, Citra, Hotel, Keputusan Menginap.</p></div>

scholarly journals ANALISIS PENGARUH DIMENSI BRAND IMAGE TERHADAP BRAND IMAGE DAN PERSEPSI PENGGUNA KEMENKEU CORPU

1970 ◽  
Vol 12 (2) ◽  
pp. 59-73
Author(s):  
Jamila Lestyowati
Keyword(s):  
Brand Image ◽  
Brand Personality ◽  
Brand Attitude ◽  
Brand Identity ◽  
Brand Association ◽  
And Behavior

Kemenkeu Corpu adalah merek untuk strategi baru BPPK menciptakan pembelajaran yang applicative, relevant, accesible, and impactfull. Penelitian ini dimaksudkan untuk menguji pengaruh dimensi brand image yaitu brand identity, brand personality, brand association dan brand attitude and behavior terhadap brand image dan persepsi pengguna Kemenkeu Corpu. Metode penelitian yang digunakan adalah gabungan kuantitatif dan kualitatif. Metode kuantitatif menggunakan analisis regresi berganda untuk melihat pengaruh dimensi brand image terhadap brand image, sedangkan metode kualittatif untuk melihat pengaruh brand image terhadap persepsi pengguna Kemenkeu Corpu. Hasil pengujian menunjukkan secara keseluruhan terdapat pengaruh signifikan antara dimensi brand image dengan brand image. Secara individual brand attitude and behavior dan brand association berpengaruh signifikan terhadap brand image. Dimensi lainnya yaitu brand identity dan brand personality tidak berpengaruh signifikan terhadap brand image. Brand image sendiri berpengaruh positif terhadap persepsi konsumen yaitu saat pelatihan karena meningkatkan performa mereka di tempat kerja

scholarly journals Pengaruh Public Relations terhadap Brand Image dan Dampaknya terhadap Loyalitas Konsumen: Kasus pada Aston Braga Hotel & Residence Bandung

2020 ◽  
Vol 4 (2) ◽  
pp. 169
Author(s):  
Mochamad Alief Adji Prasetyo
Keyword(s):  
Public Relations ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Attitude ◽  
Brand Association

Penelitian ini dilatarbelakangi oleh permasalahan terkait Public Relatons dan Brand Image pada Aston Braga Hotel & Residence Bandung. Permasalahan tersebut didasari dengan hasil pra survei yang menunjukkan bahwa Brand Image yang terdiri dari Identitas Brand, Brand Personality, Brand Association, Brand Attitude & Behaviour, Brand Benefit & Competence belum sepenuhnya mendapat tanggapan baik dari responden. Walaupun Archipelago International sebagai induk perusahaan dari Aston Braga Hotel & Residence menurut Idntimes.com termasuk kedalam 5 merek terkenal di Indonesia, tetapi pada tahun 2018 menggambarkan loyalitas konsumen untuk setia kepada Aston Braga menurun, dalam penelitian ini penulis ingin meneliti apakah penurunan ini disebabkan oleh Public Relations atau Brand Image. Dimana semakin banyaknya pesaing membangkitkan semangat para pelaku bisnis untuk lebih meningkatkan merek dan loyalitas konsumennya. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Public Relations terhadap Brand Image dan dampaknya terhadap loyalitas konsumen Aston Braga Hotel & Residence Bandung. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian yang digunakan adalah deskriptif verifikatif, skala pengukuran yang digunakan adalah skala likert. Populasi peelitian ini adalah konsumen Aston Braga Hotel & Residence Bandung dengan sampel sebanyak 100 responden. Teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling. Metode analisis data yang digunakan pada penelitian ini adalah Jalur Analisis Path. Pengolahan data dilakukan dengan menggunakan SPSS. Berdasarkan penelitian yang dilakukan, persentase penilaian Public Relations masuk dalam kategori baik dengan rentang nilai 68%-84%, sedangkan persentase penilaian Brand Image dan Loyalitas Konsumen cukup baik dengan rentang nilai 52%-68%.

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

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.

scholarly journals Effect of Brand Identity and Brand Image On Customer Loyalty Case Study In Daihatsu Car Consumer

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Catur Rachmad Susetyo ◽  
Sengguruh Nilowardono ◽  
Ani Wulandari
Keyword(s):  
Data Collection ◽  
Customer Loyalty ◽  
Analytical Method ◽  
Brand Image ◽  
Quantitative Approach ◽  
Brand Identity ◽  
Purposive Sampling ◽  
Sampling Approach

Daihatsu Motor Co., Ltd. is the oldest Japanese car company known for its small car products or more agreed. The number of Daihatsu car consumers is quite a lot, in making purchases. This study aims to analyze the effect of brand identity and brand image on customer loyalty. This type of research uses a quantitative approach. Data collection uses interviews, observation, and questionnaire distribution. Using the nonprobability method with a purposive sampling approach. The population of this research is Daihatsu car consumers with a sample of 60 respondents. The analytical method used is SPSS v.20. Based on the results of this study concluded that brand identity and brand image have a significant effect on customer loyalty.

scholarly journals All aboard Belfast’s ‘brandwagon’: from ‘pariah city’ to ‘energised city’

2020 ◽  
Vol ahead-of-print (0) ◽  
pp. 1-31
Author(s):  
Philip Boland ◽  
Stephen McKay
Keyword(s):  
Brand Image ◽  
Brand Personality ◽  
Brand Identity ◽  
Image Transformation ◽  
Significant Progress ◽  
Temporal Dimension ◽  
City Brand ◽  
The Troubles ◽  
Post Conflict ◽  
Identity Problems

The concept of brand personality is increasingly applied to the contemporary city. During the ‘Troubles’, Belfast - as a ‘pariah city’ - was contaminated with a sclerotic image. Recently it has been rebranded as a ‘post-conflict’ and ‘energised’ city. This paper reveals the significant image transformation in Belfast and its recent engagement with city brand personality. Despite significant progress on destination personality and brand identity, problems remain with regard to brand image and Belfast’s contested past. In addressing the important temporal dimension, this paper adds valuable new insights into our knowledge of city brand personality.

KONSTRUK DARI BRAND POSITIONING UNTUK MENGUKUR PERSEPSI KONSUMEN TERHADAP BRAND PT X

2017 ◽  
Vol 8 (2) ◽  
pp. 91-121
Author(s):  
Rakhdiny Sustaningrum
Keyword(s):  
Data Analysis ◽  
Quantitative Data ◽  
Research Method ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Identity ◽  
Brand Awareness ◽  
Brand Positioning ◽  
Positive Perception ◽  
Quantitative Data Analysis

This study aims to factors that affect brand awareness and brand positioning on PT X products. The research method used survey with data collection through questionnaire. Quantitative data analysis using SEM-PLS. The results showed that brand identity, brand personality, brand communication each partially significant effect on brand awareness. Then, brand awareness has a significant effect on brand image, and brang image significant effect on brand positioning. In conclusion, consumers give a positive perception on brand PT X so that consumers are interested to use it.

scholarly journals Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

2020 ◽  
Vol 12 (8) ◽  
pp. 3391 ◽  
Author(s):  
Yanhui Mao ◽  
Yao Lai ◽  
Yuwei Luo ◽  
Shan Liu ◽  
Yixin Du ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Brand Image ◽  
Brand Personality ◽  
Critical Role ◽  
Brand Identity ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Flow Experience ◽  
Brand Communication

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

scholarly journals Effect of Brand Identity and Brand Image On Customer Loyalty Case Study In Daihatsu Car Consumer

2020 ◽  
Vol 1 (1) ◽  
pp. 25-32
Author(s):  
Catur Rachmad Susetyo ◽  
Sengguruh Nilowardono ◽  
Ani Wulandari
Keyword(s):  
Data Collection ◽  
Customer Loyalty ◽  
Analytical Method ◽  
Brand Image ◽  
Quantitative Approach ◽  
Brand Identity ◽  
Purposive Sampling ◽  
Sampling Approach

Daihatsu Motor Co., Ltd. is the oldest Japanese car company known for its small car products or more agreed. The number of Daihatsu car consumers is quite a lot, in making purchases. This study aims to analyze the effect of brand identity and brand image on customer loyalty. This type of research uses a quantitative approach. Data collection uses interviews, observation, and questionnaire distribution. Using the nonprobability method with a purposive sampling approach. The population of this research is Daihatsu car consumers with a sample of 60 respondents. The analytical method used is SPSS v.20. Based on the results of this study concluded that brand identity and brand image have a significant effect on customer loyalty.

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