scholarly journals Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta

2020 ◽  
Vol 3 (3) ◽  
pp. 409-418
Author(s):  
Hafizh Fitrianna ◽  
Derista Aurinawati
Keyword(s):  
Brand Image ◽  
Digital Marketing ◽  
Brand Awareness

Beberapa lokasi di Yogyakarta memiliki peninggalan bangunan kebudayaan yang menarik bagi wisatawan baik lokal maupun mancanegar. Pengelolaan Pariwisata meliputi fasilitas transportasi dan akomodasi dan yang tertata baik dapat menjadi faktor pendukung bagi daerah wisata untuk mampu menarik minat wisatawan. Dengan berkembangnya teknologi saat ini, pengenalan keunggulan daerah wisata (brand awareness dan brand image) dapat menggunakan platform media online yang saat ini sudah banyak digunakan seperti instagram, facebook, google ads, dan aplikasi online lainnya. Tujuan penelitian ini untuk mengetahui pengaruh digital marketing (baik melalui sosial media maupun dengan media pemasaran online lain) pada peningkatan brand awareness dan brand image terhadap keputusan pembelian produk Cokelat Monggo yang ada di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dengan 200 sampel. Untuk menguji validitas dan reliabilitas menggunakan software SPSS versi 23. Hasil penelitian ini menunjukkan bahwa pemasaran melalui media digital berpengaruh secara signifikan untuk meningkatkan brand awareness dan brand image sehingga dapat mempengaruhi keputusan pembelian produk Cokelat Monggo yang ada di Yogyakarta. Hasil penelitian dapat dipergunakan untuk membangun strategi pemasaran online agar memiliki dampak yang tinggi dalam meningkatkan respon konsumen dengan menggunakan pendekatan tiga buah variabel (digital marketing, brand awareness, dan brand image).

Perceived Guest House Brand Value: The Influence of Web Interactivity on Brand Image and Brand Awareness

2020 ◽  
Vol 27 (2) ◽  
pp. 250-277
Author(s):  
Rosemary Matikiti-Manyevere ◽  
Mornay Roberts-Lombard ◽  
Mercy Mpinganjira
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Brand Value ◽  
Guest House

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

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.

PENGARUH BRAND KNOWLEDGE TERHADAP BRAND PREFERENCE CALON MAHASISWA PASCASARJANA: BUKTI EMPIRIS PADA PROGRAM MAGISTER MANAJEMEM UNPAR

2014 ◽  
Vol 9 (2) ◽  
pp. 127
Author(s):  
Ronald Chandra Fattama
Keyword(s):  
Higher Education ◽  
Multiple Regression ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Preference ◽  
Public And Private ◽  
Brand Knowledge ◽  
Marketing Program ◽  
Catholic University ◽  
Result Show

One of nicknames that given to Bandung is city of students. It called that way, because of many institutions both public and private in Bandung. Some study estimates that higher education’s demand will increase about four times in 2025. Students that sign up to Parahyangan Catholic University Master of Management had a declining tendency. That delcining tendency is allegeldy because marketing program and promotion that used by Parahyangan Catholic University didn’t go well. The purpose of this research is generally to determine the effect of Parahyangan Catholic University’s brand knowledge on prospective student’s brand preference.The analysis of this research using multiple regression to determine the effect of Parahyangan Catholic University Master Management’s brand awareness and iamge on prosprective student’s brand preference. The findings of this result show that Parahyangan Catholic University Master of Management is recommended to enhance their marketing program and promotion. Marketing program and promotion need to be increase in order to enhance prospective student’s brand awareness and brand image, which leads to increase number of student that sign up for Master Managemen itself. Keywords: brand knowledge, brand image, brand preference, higher education

scholarly journals Deduplication Analysis of Products In Digital Marketing

2018 ◽  
Vol 10 (1) ◽  
pp. 392
Author(s):  
P. Amudhavalli ◽  
N. Rajalakshmi ◽  
K.S. Sindhu
Keyword(s):  
Support Vector Machine ◽  
Brand Image ◽  
Forensic Analysis ◽  
Least Square ◽  
Digital Marketing ◽  
Support Vector ◽  
Online Purchase ◽  
Pixel Analysis ◽  
The Web

As Digital Marketing is becoming more popular, the number of customer’s interpretation on brands is increasing promptly which makes it firmer for companies to evaluate their brand image and to digital market their products on the web. The Forensic Analysis is used to determine and analyze patterns of fraudulent activities on images. Pixel Analysis and Least square support vector machine are used to compare and associate the scores acquired from the images into one result per tweet. We selected these techniques to compare and find the accuracy of the Digital Marketing images with the received product’s images to identify the fraudulent activities on images in Digital Marketing. As the result of this project the customer can identify whether the received product is exactly what is given in the online purchase website.

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

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

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

scholarly journals The Analysis of Brand Image and Brand Awareness on Purchase Decisions

2021 ◽  
Author(s):  
Anita Dewi Rachmawati ◽  
Heny Hendrayati ◽  
Vanessa Gaffar
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Purchase Decisions

scholarly journals Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention

2020 ◽  
Vol 4 (3) ◽  
pp. 81
Author(s):  
Luki Lukmanul Hakim ◽  
Keni Keni
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Perceived Value ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Analysis Method ◽  
Scale Method ◽  
Customer Perceived Value ◽  
Operational Variables

This study aims to determine the effect of brand awareness, brand image, and customer perceived value on purchase intentions. The sampling technique used in this study is nonprobability sampling by purposive sampling using a quantitative approach by distributing questionnaires to 146 which valid respondents 142 respondents. Data analysis method used in this study is multiple regression analysis. For operational variables using the Likert scale method of validity used a computer measuring instrument that is SPSS 25.0. The results showed that the brand awareness variable have a significant and positif effect, brand image have a significant and positif effect, customer perceived value have a significant and positif effect on purchase intention. In this case the brand image is the most influences of purchase intention.

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