scholarly journals Mediasi City Branding pada Pengaruh Kesadaran Merek, Asosiasi Merek, dan Kesan Kualitas Terhadap Keputusan Memilih Perguruan Tinggi Negeri di Surabaya

2014 ◽  
Vol 2 (1) ◽  
pp. 136-153
Author(s):  
Ria Astuti Andrayani ◽  
Sri Setyo Iriani
Keyword(s):  
Formal Education ◽  
Perceived Quality ◽  
Positive Influence ◽  
State Universities ◽  
Brand Awareness ◽  
State University ◽  
City Branding ◽  
Brand Association ◽  
Negative Effect ◽  
Multistage Sampling

Education is a major concern of government in enhancing and improving the quality of human resources. Indonesia have stratified formal education which higher education contains of state university and private university. Surabaya is a city in Indonesia which has the largest public universities. There are four universities, there are universitas airlangga (UA), universitas negeri Surabaya (Unesa), institut teknologi sepuluh nopember (ITS), and IAIN sunan ampel. This study aims to test and analyze whether brand awareness, brand association, and perceived quality affect decision to choose state universities in Surabaya. This type of this research is quantitative, using multistage sampling with 377 respondents. Statistical analysis that used is the approach of mutiple linear regression which tested to every object. The results of this study showed that brand awareness and perceived quality has a positive influence on the decision to choose state universities in Surabaya. there are differences in the effect of brand association that the UA and Unesa positive influence while at IAIN Sunan Ampel, ITS and negative effect. Those influences has different athmosphere by respondent of Surabaya’s city branding. There’s not all of the respondent to consider city branding of Surabaya when they choose to study at Surabaya. Keywords: brand awareness, brand association, perceived quality, decision to choose, state university

scholarly journals THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA

2015 ◽  
Vol 12 (2) ◽  
Author(s):  
Ria Astuti Andrayani ◽  
Sri Setyo Iriani ◽  
Purwohandoko Purwohandoko
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
State Universities ◽  
State University ◽  
College Level ◽  
Brand Associations ◽  
Brand Association ◽  
Main Development ◽  
Multistage Sampling

The main development of a country can be measured by the education progress. It is allbased on people’s awareness to continue their study until college level. That’s why thegovernment must continue their development in the field of education by providingadditional college indicated by the significant growth of state universities. It requires thecollege to compete by improving brand equity to the people’s mind especially forprospective students or students. The strong brand equity in the people’s mind willaccelerate decision related enrolled in college. Most state universities in Indonesia are inSurabaya with four public universities. This study aims to determine the effect of brandawareness, brand associations, and the perceived quality of decision to choose stateuniversities in Surabaya. The method used quantitative by multistage sampling in 2012students of state universities in Surabaya. The results of this study showed that brandawareness has directly effect on the decision to choose state universities in Surabaya. Butbrand association has no effect on the decision to choose. Those happen on perceivedquality which only ITS respondents do not have effect on decision to choose stateuniversity in Surabaya. This is due to the differences of strategies used by each stateuniversity on students association.Pembangunan utama sebuah Negara dapat diukur melalui perkembangan pendidikan. Haltersebut ditunjukkan oleh kesadaran masyarakat untuk melanjutkan pendidikannya hinggatingkat perguruan tinggi. Merupakan keharusan bagi pemerintah untuk melanjutkanpembangunan di sector pendidikan dengan indikasi pertumbuhan jumlah perguruan tinggiditunjukkan oleh pertumbuhan perguruan tinggi negeri yang signifikan. Kondisi inimenuntut perguruan tinggi harus bersaing dengan membangun ekuitas mereknya di benakmasyarakat khususnya bagi calon mahasiswa ataupun mahasiswa itu sendiri. Ekuitasmerek yang lebih kuat dibenak masyarakat akan mempercepat keputusan memilihperguruan tinggi. Perguruan tinggi negeri terbanyak di Indonesia adalah di Surabayasebanyak 4 perguruan tinggi negeri. Penelitian ini bertujuan untuk mengetahui pengaruhkesadaran merek, asosiasi merek, dan kesan kualitas terhadap keputusan memilihperguruan tinggi negeri di Surabaya. Metode penelitian yang digunakan adalah kuantitatifdengan sampling bertahap pada mahasiswa angkatan 2012 perguruan tinggi negeri diSurabaya. Hasil penelitian ini menunjukkan bahwa kesadaran merek berpengaruh langsungterhadap keputusan memilih perguruan tinggi negeri di Surabaya. Namun asosiasi merektidak berpengaruh terhadap keputusan memilih. Pada kesan kualitas hanya responden ITSyang tidak memiliki pengaruhnya untuk memutuskan memilih perguruan tinggi negeri di Surabaya. Hal ini dikarenakan perbedaan strategi yang diterapkan di masing-masingperguruan tinggi negeri untuk mengasosiasikannya di benak mahasiswa.

scholarly journals Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention

2021 ◽  
Vol 9 (12) ◽  
pp. 132-144
Author(s):  
Wawan Prasetia ◽  
Anas Hidayat
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Quality ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Brand Association ◽  
Positive Effect

This research aims to analyze the effect of brand awareness, brand association, perceived quality, and brand loyalty on purchase intention, and the approach of the theory of planned behavior. Respondents in this research were consumers and potential consumers who had purchased cement. This research used quantitative approach by distributing questionnaires to 200 respondents. Data were analyzed using the Structural Equation Method (SEM) with Partial Least Square. The findings of this research showed that perceived quality had no impact on purchase intention, meanwhile brand awareness, brand association, and brand loyalty had positive effect on purchase intention. In addition, brand awareness, brand association, and perceived quality had positive influence on brand loyalty.

scholarly journals The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

2019 ◽  
Author(s):  
Lingga Binangkitsari ◽  
Sulistiono
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Purchase Decision ◽  
P Value ◽  
Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

scholarly journals The Influence of Destination Brands on the Satisfaction and Revisit Intention of Foreign Tourists at the Agro-tourism of Ceking Rice Field Terrace in Bali

2020 ◽  
pp. 265
Author(s):  
I Putu Wahyu Wicaksana ◽  
I G A Oka Suryawardani ◽  
Ratna Komala Dewi
Keyword(s):  
Structural Equation ◽  
Rice Field ◽  
Brand Image ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Awareness ◽  
Tourist Destinations ◽  
Brand Association ◽  
Revisit Intention ◽  
Destination Brand

Agrotourism attraction of Ceking Rice Field Terrace Village is a natural panorama of rice fields terrace has been recognized as heritage that should be preserved. The purpose of this study is to find out the influence of destination brands on the interest of foreign tourists in Ceking Rice Field Terrace Agrotourism and the obstacles faced in building destination brands in Ceking Rice Field Terrace tourist destinations. The independent variables of this research are part of the brand destination, namely brand awareness, brand image and brand association. The dependent variables are customer satisfaction and revisit intention. Research was design based on structural equation model. Data was analyzed by using Smart-PLS version 3.0. Brand awareness, brand image and brand association had a significant and positive influence on the satisfaction of foreign tourists and their revisit intention. The results also showed that the constraints faced by Agrotourism Rice Field Terrace in building a destination brand area, the name of Agrotourism Ceking Rice Field Terrace has not been known as a name of attractive tourist destination and the lack of handicrafts that have the characteristics of the Agrotourism. Keywords: agrotourism, brand destination, and revisit intention

scholarly journals PENGARUH EKUITAS MEREK TERHADAP MINAT BELI ULANG SEPATU MEREK CONVERSE ALL STAR

2020 ◽  
Vol 5 (1) ◽  
pp. 89-96
Author(s):  
Riswandi Wahyuddin ◽  
Johnny Tanamal ◽  
Engki P Nainggolan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Awareness ◽  
Primary Data ◽  
Purposive Sampling ◽  
Brand Association ◽  
Simultaneous Test ◽  
Perception Of Quality ◽  
Level Of Significance

The purpose of this research is to find out and analyze the influence of unison and partial variable brand equity, made up of brand awareness, brand association, the perception of quality and brand loyalty can affect your interest in purchasing a re brand shoes Converse All Star Student at the Faculty of Economics of the University of Tadulako. The research of using primary data, obtained directly from the questionnaire filled in by the respondents. The sample in this study was 60 respondents and is determined using a purposive sampling. Results of the study, the value of R2 = 0.530 (53.0%), which means that buying interest in re-53.0% are influenced by variables brand equity. From the results of the partial test (t) obtained the value of brand awareness for the significance of 0.036, brand associations of 0.026, perception of quality and brand loyalty of 0.021 0.003, it means that the variable is positive and influential brand equity significantly to the buying interest. (F) simultaneous test with significance F 0.000 ≤ level of significance of 5% (α = 0.05) then it can be concluded that all four of these variables simultaneously have a positive influence and interest significantly to buy. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisi pengaruh serempak dan persial variabel ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek dapat mempengaruhi minat beli ulang sepatu merek Converse All Star pada Mahasiswa Fakultas Ekonomi Universitas Tadulako. Penelitian menggunakan data primer, diperoleh langsung dari kuesioner yang diisi oleh responden. Sampel dalam studi ini adalah 60 responden dan ditentukan menggunakan purposive sampling. Hasil penelitian, nilai R2 = 0,530 (53%), yang berarti bahwa 53% minat beli ulang dipengaruhi oleh variabel ekuitas merek. Dari hasil uji parsial (t) diperoleh nilai kesadaran merek0,036, asosiasi merek sebesar 0,026, persepsi kualitas dan loyalitas merek 0,021 dan 0,003, itu berarti bahwa variabel ekuita merek berpengaruh positif dan signifikan terhadap minat beli ulang. Sedangkan hasil uji simultan (F) diperoleh  nilia Fhitung sebesar 0,000 ≤ level of significance 5% (α=0,05) maka dapat disimpulkan bahwa keempat variabel tersebut secara simultan memiliki pengaruh positif dan signifikan terhadap minat beli ulang.

scholarly journals Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

2016 ◽  
Vol 11 (4) ◽  
pp. 265 ◽  
Author(s):  
Jamshid Jafari Drabjerdi ◽  
Masoud Arabi ◽  
Maryam Haghighikhah
Keyword(s):  
Brand Equity ◽  
Dairy Products ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Explanatory Role ◽  
Effective Factors ◽  
Brand Association ◽  
Monetary Promotions

<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>

scholarly journals The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

2020 ◽  
Vol 11 (1) ◽  
pp. 039
Author(s):  
Etty Susilowati ◽  
Agatha Novita Sari
Keyword(s):  
Brand Loyalty ◽  
Fast Food ◽  
Structural Equation ◽  
Perceived Quality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Association ◽  
Purchasing Intention

This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perceived quality towards brand loyalty and brand purchasing intention. However, there is not a significant relationship between brand loyalty and brand purchasing intention. It indicates that consumers who are satisfied with Richeese Factory products and services do not always end up making purchases. The ability of managers to understand the factors which shape consumer brand behavior is required to develop and to maintain their brand position in high competitive fast food brand competition.

Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

2018 ◽  
Vol 19 (6) ◽  
pp. 1663-1680 ◽  
Author(s):  
Somesh Kumar Sinha ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Positive Influence ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling ◽  
Research Findings ◽  
The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

scholarly journals ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

2019 ◽  
Vol 8 (12) ◽  
pp. 7154
Author(s):  
Ni Kadek Ayu Juniantari ◽  
Eka Sulistyawati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Descriptive Analysis ◽  
Research Result ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Test Technique ◽  
Brand Association ◽  
Analysis Technique ◽  
Training Activities

This study aims to determine brand equity differences between Nike and Adidas from Denpasar athletes perception. The population in this study are all athletes in Denpasar who use the sport product brand Nike and Adidas to support training activities. The sample that used in this study is 100 respondents using Purposive Sampling method, and the data analysis technique used is Descriptive Analysis and T-test technique. Based on the research result, it shows that there are differences in brand awareness, brand association, perceived quality, and brand loyalty between Nike and Adidas sport product. Keywords : comparison, brand, brand equity, brand  awareness, brand association, perceived quality, brand loyalty

scholarly journals Penilaian Konsumen Tentang Ekuitas Merek Shopping Mall di Surabaya (Studi Pada Tunjungan Plaza, Surabaya Plaza, dan Mal Galaxy)

2018 ◽  
Vol 2 (1) ◽  
pp. 72
Author(s):  
ACHMAD ROFIAN DJUNAEDI ◽  
Sri Setyo Iriani
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Shopping Mall ◽  
Brand Awareness ◽  
Brand Association

Tunjungan Plaza, Surabaya Plaza, Mal Galaxy is part of a shopping mall that has a longevity brand in Surabaya, was established before the 2000th and still exist today. Tunjungan Plaza, Surabaya Plaza, and the Mal Galaxy have the outlet mall and tenant with famous brand, both brands from Indonesia and an international brand. Each of the shopping mall has a marketing strategy to build strong brand equity at the consumers perception. Brand equity may increase or decrease the value given by the shopping mall to the company or its customers. This research aims to determine consumer’s assessment of shopping mall brand equity in Surabaya, brand equity is measured by brand awareness, brand association, perceived quality, and brand loyalty. These results shows that Tunjungan Plaza is a shopping mall that brand awareness is remembered by most responden, most positively associated, and the highest brand loyalty, while the Mal Galaxy  is a shopping mall which considered by respondents to the best perceived quality. Overall, Tunjungan Plaza is a shopping mall which has the strongest brand equity in Surabaya.

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