CONSUMER-ORIENTED APPROACH FOR SUSTAINABLE ADVANTAGE OF HOME-GROWN BRANDS IN MALAYSIA FAST FASHION INDUSTRY

Malaysian Fashion Brands (MFBs) have faced fierce competitions in fast fashion industry coming from short production-cycle and international fashion brands which have mushroomed every major shopping malls across Malaysia. MFBs cannot position themselves as a leader in mass-production category and being perceived low in equity. This study explores on Consumer-based Model (CBM) adapted from Keller’s Consumer-based brand equity (CBBE) Model (1993) to build Strong Brand Equity through brand knowledge which cognitively built in marketing-mix over time with Independent Variables of Brand Awareness, Brand Image and Purchase Intention to predict Dependent Variable of Strong Brand Equity. Brand Loyalty are tested as a mediator and Community Engagement as moderator in the relationships of IVs and DV. Quantitative research method is employed in a non-probability convenient sampling technique. As many as 2850 questionnaires were distributed with the success rate of 29.7%. After data screening, only 798 datasets were utilized for statistical analysis using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables. The findings show that Brand Loyalty has full mediator effects meanwhile, Community Engagement has low to none moderating effects thus, weakening the relationships between IVs and DV. Overall, MFBs are perceived low in brand equity. Therefore, further efforts are needed to build Strong Brand Equity for MFBs’ sustainable advantage.

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THE INNOVATIVE ROLES OF COMMUNITY ENGAGEMENT AS A MODERATOR IN CONSUMER PERSPECTIVE MODEL FOR MALAYSIA-ORIGIN FASHION BRANDS’ BUSINESS SUSTAINABILITY

International Journal of Industrial Management ◽

10.15282/ijim.6.0.2020.5630 ◽

2020 ◽

Vol 6 ◽

pp. 58-69

Author(s):

Siti Fatimah Hashim ◽

Rosita Mohd. Tajuddin ◽

Amer Shakir Zainol

Keyword(s):

Community Engagement ◽

Brand Equity ◽

Brand Loyalty ◽

Latent Variables ◽

Purchase Intention ◽

Brand Management ◽

Moderator Variable ◽

Business Sustainability ◽

Consumer Perspective ◽

Perspective Model

Community Engagement (CE) is investigated in this study as a moderator on whether it can innovatively strengthen the Consumer Perspective Model (CPM) or the opposite, in order to build Strong Brand Equity (SBE) for Malaysia-Origin Fashion Brands’ (MOFBs) business sustainability. CE has been stated to have significant impacts especially through electronic Word-of-Mouth (eWOM) on sustainable advantage. CPM is a strategic brand management model adapted from Consumer-based Brand Equity (CBBE) (Keller, 1993) with Independent Variables (IVs) of Brand Awareness (BA), Brand Image (BI) and Purchase Intention (PI) to predict Dependent Variable (DV) of SBE building for MOFBs like Padini, Vinci, Polo Haus, Variante and others that have low equity to win over international rivals (IRs) such as H&M, ZARA, Mango, Uniqlo and others, due to consumers switching their brand preferences. CE provides a good eWOM platform for a consumer-brand relationship, thus, would turn commercial content moderation to financial outgrowth in its moderating effects together with Brand Loyalty (BL) as a mediating variable. The study employed a non-probability convenient sampling technique with the success response rate of 29.7% where 798 datasets were run through data screening procedures for further statistical analysis in SEM-PLS. A quantitative research method by using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables was employed too. The findings showed that Brand Loyalty has full mediating effects. CE was found to weaken the relationships between IVs and DV, thus, insignificantly affecting the innovative roles as a moderator variable. Overall, MOFBs are perceived as having low equity in the marketplace. Therefore, different consumers’ perspectives to successfully build SBE are needed. Particularly, more comprehensive and innovative roles of CE in eWOM interactivities can contribute to business sustainability.

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Brand Equity: Anticedents Consumer Responses

Media Riset Bisnis & Manajemen ◽

10.25105/mrbm.v18i2.5002 ◽

2019 ◽

Vol 18 (2) ◽

pp. 100

Author(s):

Arwini Sumardi

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Sampling Technique ◽

Purchase Intentions ◽

Brand Awareness ◽

Consumer Responses ◽

Purposive Sampling ◽

Brand Association ◽

Positive Effect

AbstrakTujuan–Tujuan dari penelitian ini adalah untuk mengetahui dampak Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity terhadap Purchase Intentions dan WOM.Desain/Metodologi/Pendekatan - Objeknya adalah 170 pengendara sepeda motor merek Polygon, United Bike dan WIM Cycle; tertarik dengan teknik purposive sampling dan menggunakan SEM untuk menganalisis data.Hasil –Temuan dari penelitian ini adalah Brand Awereness berpengaruh positif terhadap Perceive Quality; Brand Awereness berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Overall Brand Equity; Overall Brand Equity berpegaruh positif terhadap Purchase Intention; Overall Brand Equity berpengaruh positif terhadap WOM. <pre> </pre>AbstractPurpose –The purpose of this research is to aim the impacts of Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity towards Purchase Intentions and WOM.Design/Methodology/Approach: The object were 170 bikers of Polygon, United Bike and WIM Cycle brands; attracted by purposive sampling technique and used SEM to analyze data.Finding- The findings are Brand Awereness has positive effect on Perceive Quality; Brand Awereness has positive effect on Brand Loyalty; Brand Association has positive effect on Brand Loyalty; Brand Association has positive effect on Overall Brand Equity; Overall Brand Equity has positive effect on Purchase Intention; Overall Brand Equity has positive effect on WOM.

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DAMPAK DIMENSI EKUITAS MEREK DALAM MEMBENTUK MINAT BELI ULANG

Jurnal Manajemen Maranatha ◽

10.28932/jmm.v17i2.802 ◽

2018 ◽

Vol 17 (2) ◽

pp. 81 ◽

Cited By ~ 1

Author(s):

Vera Verdilla ◽

Albari Albari

Keyword(s):

Data Analysis ◽

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Brand Image ◽

Sampling Technique ◽

Perceived Quality ◽

Positive Influence ◽

Brand Awareness ◽

Repurchase Intention

Along with the times, the economy grew by leaps and bounds. Many brands are popping up in the market. Brands competing to attract the attention of consumers. To cope with competition management must first understand the importance of the power contained within the dimensions of their brand equity. For that empirical research is intended to explain the relationship between the dimensions of brand equity, especially the positive influence of consumer repurchase intention. The population in this study are those who have never made a purchase in the clothing brand "G" in Yogyakarta. The sample involved is as much as 166 respondents with a sampling technique in the form of convenience sampling. Variable data used for the analysis is brand awareness, brand image, perceived quality, brand loyalty, and purchase intention. Data were analyzed using multiple linear regression, which is equipped with six types of test data analysis. The results of data analysis showed that brand awareness and brand image positive and significant impact on the perceived quality of the brand. Furthermore, brand awareness, brand image and perceived quality and significant positive effect on brand loyalty. The study also found brand awareness, brand image, perceived quality, brand loyalty and a positive and significant impact on the repurchase intention. In other words, awareness and a positive brand image can affect directly or indirectly (through the perceived quality and brand loyalty) to the repurchase intention. Keywords: Brand Awareness, Brand Image, Perceived Quality, Brand Loyalty, and Purchase Intention

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FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

Jurnal Manajemen ◽

10.31937/manajemen.v13i1.1710 ◽

2021 ◽

Vol 13 (1) ◽

pp. 1-22

Author(s):

Evo Sampetua Hariandja ◽

Aurellia Adeline ◽

Ferdinandus Eric ◽

Yossel Christopher

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Quantitative Research ◽

Perceived Quality ◽

Brand Awareness ◽

Validity And Reliability ◽

Brand Reputation ◽

Relationship Of ◽

The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

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PENGARUH FAKTOR EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SABUN DETERJEN MEREK RINSO DI KELURAHAN LAYANA INDAH KOTA PALU

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i1.4 ◽

2015 ◽

Vol 1 (1) ◽

pp. 15-22

Author(s):

Suriani Labolo ◽

Maskuri Sutomo ◽

Rahmat Mubaraq

Keyword(s):

Sample Size ◽

Brand Equity ◽

Significant Influence ◽

Brand Loyalty ◽

Sampling Technique ◽

Brand Awareness ◽

Purchase Decision ◽

Quality Perception ◽

Purposive Sampling ◽

Brand Association

The research aims to analyze the influence of brand equity that consists of brand awareness, quality perception, brand association, and brand loyalty, on customer purchase decision to buy Rinso at Layana Indah Village in Palu. Sample size of the study is 72 respondents who selected through purposive sampling technique. The results indicate that all variables, namely brand awareness, quality perception, brand association, and brand loyalty simultaneously have significant influence on customer purchase decision. The Adjusted R square of 0.527 indicates that brand equity has 52,7 percent of the variability of customer purchase decision, while 47,3 percent influenced by other variables that are not studied. Partially, all variables have positive and significant influence on customer purchase decision to buy Rinso detergent. Tujuan penelitian ini adalah untuk mengetahui pengaruh ekuitas merek yang terdiri atas kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek terhadap keputusan pembelian produk deterjen merek Rinso di Kelurahan Layana Indah Kota Palu. Sampel dalam penelitian ini sebanyak 72 orang dengan teknik penarikan sampel menggunakan purposive sampling. Hasil penelitian menunjukan bahwa secara simultan variabel ekuitas merek yang terdiri dari kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek memiliki pengaruh signifikan terhadap keputusan konsumen sehingga apabila variabel ekuitas merek diterapkan secara baik maka keputusan pembelian juga akan meningkat, dengan nilai adjusted R square 0.527, artinya bahwa ekuitas merek berpengaruh terhadap keputusan pembelian sebesar 52.7 % dan sisanya sebesar 47.3 % dipengaruhi oleh variabel lain yang tidak diteliti. Secara parsial variabel kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek berpengaruh signifikan terhadap keputusan pembelian dalam menggunakan produk sabun deterjen merek Rinso.

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

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v5i1.8696 ◽

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.

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Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta

The Winners ◽

10.21512/tw.v9i1.731 ◽

2008 ◽

Vol 9 (1) ◽

pp. 62

Author(s):

Masruroh Masruroh ◽

Awin Indranto

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Research Method ◽

Sampling Method ◽

Brand Image ◽

Student Perception ◽

Research Result ◽

Sampling Technique ◽

Brand Awareness ◽

Brand Association

Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.

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Analysis of Factors Affecting the Loyalty of Indonesian Mobile Game Players and Its Impact on In-App Purchase Intention

International Journal of Emerging Technology and Advanced Engineering ◽

10.46338/ijetae0921_12 ◽

2021 ◽

Vol 11 (9) ◽

pp. 100-107

Author(s):

Alek Maulana Muqarrabin ◽

◽

Mts Arief ◽

Idris Gautama ◽

Pantri Heriyati

Keyword(s):

Community Engagement ◽

Purchase Intention ◽

Online Community ◽

Perceived Value ◽

Sampling Technique ◽

Simple Random Sampling ◽

Factors Affecting ◽

Mobile Game ◽

Mobile Gaming ◽

Game Players

Abstract— Indonesian game creators contribute as little as 1% of the market share in Indonesia's expanding mobile gaming sector. This research examines the factors influencing mobile game players' loyalty in Indonesia and their influence on app purchase intention. The population in this study are online mobile game players in Indonesia, the data collection method used a questionnaire distributed to 404 mobile game players in Indonesia using a simple random sampling technique. In addition, this study uses the SEM-PLS analysis method. The study found that perceived value, game technology, subjective norms, and online community engagement have a substantial influence on loyalty and affect in-app purchase intention. Furthermore, perceived value directly impacts in-app purchase intent. Keywords— Perceived Value, Game Technology, Subjective Norm, Online Community Engagement, Mobile Game Loyalty, In-app Purchase Intention, Mobile Games.

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PENGARUH PERCEIVED QUALITY, BRAND AWARENESS, BRAND IMAGE TERHADAP BRAND LOYALTY DALAM INDUSTRI PERBANKAN SYARIAH

Media Bisnis ◽

10.34208/mb.v12i1.907 ◽

2021 ◽

Vol 12 (1) ◽

pp. 89-100

Author(s):

NUNO SUTRISNO ◽

SATRIA NURRAHMAT

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Sampling Method ◽

Brand Image ◽

Sampling Technique ◽

Perceived Quality ◽

Brand Awareness ◽

Islamic Banking ◽

Analysis Technique ◽

Sample Data

The purpose of this study was to determine the effect of Perceived Quality, Brand Awareness, Brand Image on Brand Loyalty at Bank Muamalat in DKI Jakarta. The research method used in this research is through a survey. The data were analyzed quantitatively and used a causal research design. The sampling method used in this study is to use Non-Probability Sampling with purposive sampling technique. All sample data obtained by distributing questionnaires totaled 113 respondents and will be processed using SPSS 23 software. The data analysis technique used in this research is multiple linear regression. The results of this study indicate that Perceived Quality, Brand Awareness and Brand Image have an influence on Brand Equity. This research is expected to provide input or suggestions to Islamic Banking, especially Bank Muamalat which is the object of this research, in order to increase its market share in the Islamic banking industry in Indonesia.

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

Jurnal Bina Manajemen ◽

10.52859/jbm.v10i1.147 ◽

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.

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