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

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

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BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

Journal of Management and Business ◽

10.24123/jmb.v8i1.136 ◽

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.

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Analysis of Role of Digital Marketing to Improve Brand Image through Brand Equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan

International Journal of Research and Review ◽

10.52403/ijrr.20210892 ◽

2021 ◽

Vol 8 (8) ◽

pp. 696-703

Author(s):

Yandri Rezziansyah Sitompul ◽

Nisrul Irawati ◽

Rulianda Purnomo Wibowo

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Brand Image ◽

Partial Least Square ◽

Least Square ◽

Digital Marketing ◽

Primary Data ◽

Original Sample ◽

The Public ◽

Good System

Digital marketing is a marketing process that utilizes online channels (internet) to introduce, educate, branding and also establish communication with customers and the form of online channels can be in the form of websites or applications on mobile phones. The formulation of the problem in this study are: (1) Does Digital Marketing affect the formation of Brand Image at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan; (2) Does Digital Marketing affect the establishment of Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (3) Does brand equity affect the formation of brand image in PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan; (4) Does Digital Marketing affect the formation of Brand Image through Brand Equity at PT Pegadaian (Persero) Sub Branch Labuhan Deli, Medan. The type of research used in this study is a descriptive method with a correlational type using a quantitative approach, using two types of data collection, namely secondary data and primary data by taking a sample of 130 respondents, which is carried out by testing the validity and. reliability test, and using data analysis methods, namely descriptive analysis and Structural Equation Model - Partial Least Square. The results show that (1) Digital Marketing has a positive and significant effect on Brand Image, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand image can be understood and remembered by the public or customers who transact using pawn services; (2) Digital Marketing has a positive and significant effect on Brand Equity, in the sense that Digital Marketing at PT Pegadaian (Persero) Labuhan Deli Sub-Branch has a good system so that the company's brand equity can be accepted and easily remembered by the public or customers who transact using pawn services based on marketing and financial activities; (3) partially the Brand Equity variable has a positive and significant influence on Brand Image, in the sense that if customers are interested in the digital Pegadaian brand at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, the brand image of the product will also increase; (4) the digital marketing variable (X) has a simultaneous effect on brand image (Y) through brand equity (Z), where the original sample value (Original Sample) is 0.244, the t-statistic value is 4.955 and the p-values is 0.000, then the brand equity variable (Z) is able to mediate the relationship of digital marketing variable (X) to brand image (Y). Keywords: Digital Marketing, Brand Image, Brand Equity.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP KEPUASAN MAHASISWA DI UNIVERSITAS MUHAMMADIYAH TANGERANG

JURNAL PENELITIAN DAN KARYA ILMIAH ◽

10.33592/pelita.v18i2.47 ◽

2019 ◽

Vol 18 (2) ◽

pp. 121-143

Author(s):

Ade Indra Permana ◽

Mulky Fauzan ◽

Sugeng Lubar Prastowo

Keyword(s):

Service Quality ◽

Student Satisfaction ◽

Random Sampling ◽

Brand Image ◽

Secondary Data ◽

Simple Random Sampling ◽

Total Sample ◽

Primary Data ◽

Perceived Price ◽

Students Satisfaction

This study aims to analyze the influence of brand image, service quality, and perceived price and its implication towards student satisfaction in Universitas Muhammadiyah Tangerang (UMT). This research is quantitative in nature. Both primary and secondary data were obtained from various source such as journals. Primary data were gathered using questionnaire which were distributed to the target respondent. The population consists of active students from Faculty of Engineering and Faculty of Economy actively studying in 2017 using a purposive sampling. Total sample of 100 students were obtained. Data were analyzed using SPSS version 23. The research found that the brand image, service quality and perceived price are affecting students satisfaction of Universitas Muhammadiyah Tangerang. Researcher suggests UMT to improve their brand image, also to improve administration services and lecturer quality. In addition UMT shall adjust their tuition costing structure to win the competition in pricingPenelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Kualitas Layanan dan Persepsi Harga Terhadap Kepuasan Mahasiswa di Universitas Muhammadiyah Tangerang (UMT). Penelitian bersifat kuantitatif dan bersifat explanatory, sedangkan teknik pengumpulan data berdasarkan kuesioner dan dokumen. Populasi penelitian ini adalah mahasiswa dari fakultas teknik dan fakultas ekonomi yang aktif berkuliah pada tahun 2017. Metode pengambilan sample menggunakan metode probability sampling dan teknik pengambilan sampel dengan menggunakan simple random sampling. Penentuan ukuran sampel menggunakan rumus Slovin dengan tingkat kesalahan 10% berjumlah 100 mahasiswa yang diambil sebagai responden. Data yang terkumpul dianalisa menggunakan SPSS versi 23. Hasil penelitian ditemukan bahwa Citra Merek, Kualitas Layanan dan Persepsi Harga secara signifikan berpengaruh terhadap Kepuasan Mahasiswa di UMT. Peneliti menyarankan UMT perlu meningkatkan citra merek, dan juga melakukan peningkatan di kualitas staf administrasi dan pengajar. Selain itu UMT perlu meninjau kembali biaya perkuliahan yang dikenakan ke mahasiswa agar dapat meningkatkan daya saing

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Brand Image and Product Quality on Customer Loyalty (Survey in Cekeran Midun)

TRIKONOMIKA ◽

10.23969/trikonomika.v16i1.420 ◽

2017 ◽

Vol 16 (1) ◽

pp. 43

Author(s):

Demsi Minar ◽

Anindia Safitri

Keyword(s):

Product Quality ◽

Customer Loyalty ◽

Brand Image ◽

Secondary Data ◽

Analysis Data ◽

Perceived Quality ◽

Primary Data ◽

Know How

The purpose of this research is to (1) know customer responses to brand image, product quality, and customer loyalty of Cekeran Midun, (2) know how big the influence of brand image and product quality on customer loyalty are. The methods used are descriptive and verificative analysis. Data were primary and secondary data. Primary data was obtained from questionnaires distributed to 87 customers in Cekeran Midun Cikutra branch, Bandung. Secondary data was obtained from literature texts, journals and other sources that fit the topic of research. The result of analysis and discussion showed that Cekeran Midun Bandung applied brand image in 4 forms namely, recognition, reputation, affinity and domain. Cekeran Midun also implemented 8 forms of product quality i.e. performance, durability, conformance to specifications, features, reliability, aesthetics, perceived quality and serviceability. The influence of brand image and product quality on customer loyalty was 23.32%.

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Brand Equity Of Herbal Skin Care Products In Tiruchirappalli District

Restaurant Business ◽

10.26643/rb.v118i5.7654 ◽

2019 ◽

Vol 118 (5) ◽

pp. 97-110

Author(s):

Ms. Sivapriya ◽

Dr. V.P.T DHEVIKA ◽

Dr.O.T.V. LATASRI

Keyword(s):

Brand Equity ◽

Reliability And Validity ◽

Secondary Data ◽

Skin Care ◽

Primary Data ◽

Chi Square ◽

Text Book ◽

Secondary Sources ◽

Factors Influencing ◽

Skin Care Products

This study is a case study on Brand Equity of Herbal Skin Care Products in Tiruchirappalli District. The objectives of the study are to find out the factors influencing brand equity on herbal skin care products and to identify whether there exist a relationship between brand equity on herbal skin care products and personal profile. Pilot study is conducted with a sample of 10 respondents. Later after making certain additions, deletions and modification that final questionnaire are designed and drafter. Cronbach Alpha Value is found out to test the reliability and validity and it ranges between 0.6929 to 0.7263 which shows that the questionnaire is reliable.Likert 5 point scale is used for construction of questionnaire .Data is collected through both primary and secondary sources. Primary data is collected through questionnaire method and secondary data is collected through magazine, journal, website and text book. Sampling size consist of 50 respondents. Convenient sampling method based on the convenience of the respondents is used.SPSS- Version 20 is used to analyze the data tools used are percentage analysis; chi-square test, t-test, and one-way ANOVA are used to test the hypothesis framed for the purposes of the study. The most important factor influencing brand equity of herbal skin care products are value followed by sustainability and the least important factor is quality. Out of 5 hypotheses framed, 3 hypotheses are accepted and 2 hypotheses are rejected. There is no difference between age, monthly income and brand equity of herbal skin care products. But there is a difference between, occupation, type of skin, factors influencing brand equity and Overall brand equity of herbal skin care products.

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Tourist experience on traditional pastries in UNESCO heritage city

British Food Journal ◽

10.1108/bfj-09-2018-0635 ◽

2020 ◽

Vol 122 (12) ◽

pp. 3885-3897

Author(s):

Cheng Ling Tan ◽

Sook Fern Yeo

Keyword(s):

Service Quality ◽

Design Methodology ◽

Large Scale ◽

Brand Image ◽

Qualitative Content Analysis ◽

Secondary Data ◽

Primary Data ◽

Future Research ◽

Content Type ◽

Qualitative Research Design

PurposeIn recent years, the traditional pastries industry has gained popularity among tourists due to the advantage of the pastries location at UNESCO Heritage city, Penang. However, the little research focussed on this particular industry, and there is lack of evidence of the tourists' experience with the traditional pastries and how these attributes affect their revisit decision.Design/methodology/approachThe study utilizes a qualitative research design to gain in-depth understanding on tourists' thought and their repurchase decision. Secondary data were collected via TripAdvisor with 68 tourists who visited the most popular three pastries shops namely, Him Heang, Ghee Hiang and Min Xiang Tai, which are later analysed using qualitative content analysis.FindingsThe findings revealed that tourists generally concerned about the service quality, value, brand image and atmospherics that could affect their repurchasing decision. Particularly, the staff service quality has been viewed as the upmost important attribute to influence the tourists' decision. Therefore, the pastries shops shall ensure that the staff who serve the tourists shall be well trained to satisfy the tourists' enquiry.Research limitations/implicationsThe limitation concerning the interpretation of the secondary data based on the feedbacks and comments of the tourists may derive the bias possibility. Future research might consider the large-scale primary data to extend the findings.Originality/valueLimited research exists on the tourists' experience which affects the repurchasing decision in pastries industry. This study provides valuable information for pastries shops and researchers interested in this area.

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Pengaruh Merek Terhadap Kepuasan Pelanggan (Studi Kasus : Furniture Impor B&B Italia)

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v3i5.6076 ◽

2019 ◽

Vol 3 (5) ◽

pp. 25

Author(s):

Margaretha Hillary

Keyword(s):

Customer Satisfaction ◽

Brand Equity ◽

Significant Influence ◽

Brand Image ◽

Brand Personality ◽

Analytical Techniques ◽

Primary Data ◽

Coefficient Of Determination ◽

Online Questionnaire ◽

Beta Coefficient

The purpose of this research is to examine the effect of Brand which dimensions researched are Brand Image, Brand Equity, and Brand Personality, toward Customer Satisfaction. The population used for the research were users of B&B Italia furniture and domiciled in DKI Jakarta. The sample size for this research were 100 respondents. Data used in this research are primary data obtained from online questionnaire and secondary data obtained from books and journals and purposive sampling techniques was employed to process all the data. The analytical techniques that are used in this research are composed of multiple regression analysis using the t test, F test, and the coefficient of determination (R2). Data processing is using the SPSS ver. 25.0 for Windows. The results of this research show that there is a significant influence between Brand Image (X1) and Customer Satisfaction (Y) with the number of beta coefficient is 0.495. There is also a significant influence between Brand Equity (X2) and Customer Satisfaction (Y) with the number of beta coefficient is 0.241. And the last, there is a significant influence between Brand Personality (X3) and Customer Satisfaction (Y) with the number of beta coefficient is 0.175. Based on the coefficient of determination, the independent variables influenced by 60.1% toward the dependent variable and the rest is 39.9% was influenced by another variable which not investigated in this research.

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PENGARUH WORD OF MOUTH, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK INSTINCT FOOTWEAR (STUDI PADA KONSUMEN INSTINCT FOOTWEAR KOTA SAMARINDA)

Jurnal Administrasi Bisnis Fisipol Unmul ◽

10.54144/jadbis.v9i2.5398 ◽

2021 ◽

Vol 9 (2) ◽

pp. 138

Author(s):

Yan Khanafi

Keyword(s):

Word Of Mouth ◽

Brand Image ◽

Secondary Data ◽

Primary Data ◽

Purchase Decision ◽

Brand Trust ◽

Independent Variables ◽

Sense Of Security ◽

Regression Techniques ◽

Positive Word Of Mouth

This study aims to see the influence of Word of Mouth, Brand Image, and Brand Trust on the Purchase Decision of Instinct Footwear Products in Samarinda City. Word of Mouth (X1), Brand Image (X2), and Brand Trust (X3) are used as independent variables while Purchase Decision (Y) is the dependent variable. Primary data obtained by interviewing 130 respondents using a questionnaire. Secondary data obtained by making field observations. Data analysis used multiple linear regression techniques with the help of statistical software SPSS version 22. The results showed that the independent variables consisting of Word of Mouth, Brand Image, and Brand Trust (simultaneously) significantly influence Purchase Decisions and (partially) each of the two independent variables Brand Image and Brand Trust affect the Purchasing Decision. Meanwhile, Word of Mouth (partially) has no significant positive effect on Purchasing Decisions. Instinct Footwear can continue to develop a brand image that has been well attached to local scale brand products, a good brand image will generate a positive word of mouth, then increase and increase brand trust from consumers by continuously improving product quality and providing positive value. will create a sense of security and trust in the company or product being marketed. These three roles are very important simultaneously to achieve competitive advantage in business.

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THE STRATEGY OF CELEBRITY ENDORSER AND BRAND IMAGE IN DECISIONS ON SHAMPOO VARIAN HIJAB BUYING INTEREST

Jurnal Ekonomi Integra ◽

10.51195/iga.v11i2.155 ◽

2021 ◽

Vol 11 (2) ◽

pp. 130

Author(s):

Hijrah - Wahyudi

Keyword(s):

Data Processing ◽

Significant Influence ◽

Brand Image ◽

Secondary Data ◽

Primary Data ◽

Digital Literature ◽

Celebrity Endorser ◽

Data Source ◽

Good Manner

This research aims to determine the strategy of celebrity endorser which is mediated by brand image in the decision to buy hijab shampoo. Data processing in this research uses the parametric-statistic specially analysis of Mediation using the software statistic JASP 0.14.1. Using primary data obtained from the result of filling questionnaire and secondary data obtained data source in the form of physical and digital literature. The results of this research derived from 100 respondents showed celebrity endorser which is mediated by brand image has a significant influence on the decision of hijabers to buy hijab shampoo. Popularity and manner of celebrity endorser can increase brand image of hijab shampoo. So, the company should be promote hijab shampoo by using the popular celebrity who have the good manner.

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