scholarly journals FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

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

scholarly journals Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

2012 ◽  
Vol 2 (1) ◽  
pp. 106 ◽  
Author(s):  
Annie Ng Cheng San ◽  
Choy Johnn Yee
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Marketing Intelligence ◽  
Counterfeit Products ◽  
Relationship Of ◽  
The Relationship ◽  
Practical Implications

Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal and behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure.Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally- administrated questionnaires were distributed in Malaysia -Penang’s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used.Findings: The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit.  Practical implications: The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better eradicate the counterfeit activities.Research Limitations: The paper was primarily focus on the counterfeit clothing and footwear. Although the focus and sample size is adequate and accepted but the generalizability of study may be limited and cannot consider as representative collectively for the whole of Malaysia and other pirated products. Secondly, the quantitative research used had limited the further insight of other unknown variables or factors that do not included. 

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

2019 ◽  
Vol 9 (1) ◽  
pp. 62-87 ◽  
Author(s):  
Sonia Kataria ◽  
Vinod Saini
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Oral Care ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

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

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. 

scholarly journals Hubungan Brand Equity (Brand Awarenees, Brand Associations, Perceived Quality) dengan Keputusan Pemanfaatan Klinik Laktasi di Rumah Sakit Muhammadiyah Lamongan

2018 ◽  
Vol 3 (1) ◽  
pp. 49
Author(s):  
Fajar Ni’Syinta Armadani ◽  
Supriyadi Supriyadi ◽  
Nurnaningsih Herya Ulfah
Keyword(s):  
Health Services ◽  
Brand Equity ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Brand Associations ◽  
Quantitative Design ◽  
Relationship Of ◽  
The Relationship ◽  
Visit Number

Abstrack: The visit number of patient at the lactation clinic of Muhammadiyah Lamongan Hospital tends to be small and decreases every year. A decrease in the visit number of patient may indicate that the utilization of health services is lacking. In utilizing health services, consumers are influenced by several considerations. One of affects consumer considerations is brand equity (brand awareness, brand associations, and perceived quality). This study aims to determine the relationship of brand equity (brand awareness, brand associations, and perceived quality) with the decision of lactation clinic utilization at Muhammadiyah Lamongan Hospital. This research used correlational quantitative design to know the relationship between brand awareness (X1), Brand Associations (X2), perceived quality (X3), with decision of utilization of lactation clinic at Muhammadiyah Lamongan Hospital (Y). The population in this research was all patient who used lactation clinic at Muhammadiyah Lamongan Hospital and the sample were 32 patients, who visited the lactation clinic at Muhammadiyah Lamongan Hospital during April until May 2017. Technique of collecting data used questionnaire. Data analysis was correlation test, multiple linear regression test. Based on the results of the analysis, this study shows that there is a significant relationship simultaneously between brand awareness, brand associations, and perceived quality with the decision of utilization of lactation clinic at Muhammadiya Lamongan Hospital. Based on the result of coefficient of determination (R2) of 0.569 which means that Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) have contribution equal to 56.9% to decision of utilization to laktasi clinic at Muhammadiyah Hospital Lamongan (Y).Keywords:Brand Awareness, Brand Associations, Perceived Quality, Utilization of Health Care Service.Abstrak: Jumlah kunjungan pasien di klinik laktasi Rumah Sakit Muhammadiyah Lamongan cenderung sedikit dan mengalami penurunan setiap tahun. Penurunan jumlah kunjungan pasien dapat menunjukkan bahwa pemanfaatan pelayanan kesehatan yang kurang.Dalam memanfaatkan pelayanan kesehatan,konsumen dipengaruhi oleh beberapa pertimbangan, salah satu yang mempengaruhi pertimbangan konsumen ialah Brand Equity.Penelitian ini dilaksanakan dengan tujuan untuk mencari hubungan antara Brand Awareness, Brand Associations, dan Perceived Quality dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah Lamongan. Rancangan penelitian ini adalah kuantitatif korelasional dengan sampel sebanyak 32 orang. Teknik pengumpulan data menggunakan kuesioner. Analisis data menggunakan uji korelasi pearson dan uji regresi linier berganda. Hasil analisis penelitian didapatkan ada hubungan yang signifikan antara Brand awareness, Brand asssociations, Perceived quality secara bersama-sama dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah. Berdasarkan hasil koefisien determinasi (R2) sebesar 0,569 yang berarti bahwa Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) mempunyai kontribusi sebesar 56,9% terhadap keputusan pemanfaatan terhadap klinik laktasi di Rumah Sakit Muhammadiyah Lamongan (Y). Kata kunci: Brand Awareness, Brand Associations, Perceived Quality, Keputusan Pemanfaatan Pelayanan Kesehatan

scholarly journals The Branding Impact on Charity Product Marketing Communication

2021 ◽  
Vol 18 (2) ◽  
pp. 459-472
Author(s):  
Hilarius Bambang Winarko ◽  
Lawrence Sa Benning ◽  
Sri Tunggul Pannindriya
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Association ◽  
Brand Credibility ◽  
Research Gap

This study aims to fill the research gap on millennial’s purchase attitude toward charity product in Youth of Indonesia (YoI) brand shoes which is promoted through social media. The research objective is to understand how branding elements affect the purchase intention of YoI shoes by using quantitative research method. There were 222 millennial valid respondents who are living in Jakarta metropolitan area participated in this research. The five brand elements are used as independent variables; they are brand awareness, perceived quality, brand association, brand loyalty, and brand credibility. Based-on the multiple linear regression output, it reports that brand awareness, perceived quality, and brand association do not have significant impact toward the millennial’s purchase intention. However, the brand loyalty and brand credibility give positive significant impact. Among others, the brand credibility is the most important factor that influence the millennial’s purchase intention as well as marketing communication strategy of this charity product.

scholarly journals The Influence of Brand Equity to Purchasing Decisions on Wardah Products (studies conducted at Wardah Beauty House stores, Surabaya)

2018 ◽  
Vol 1 (1) ◽  
pp. 53-60
Author(s):  
Vebri Aria Rahma
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Brand Association

This study aims to analyze  the influence of  brand equity which includes: brand awareness, brand association, perceived quality, and brand loyalty on purchasing decisions at Wardah Beauty House Surabaya stores. The authors used a survey, where the authors distributed questionnaires totaling 100 questionnaires to consumers or customers in Wardah Beauty House Surabaya stores. This is a quantitative research. Analyzed using multiple linear regression analisys and using SPSS 18.0. Based on the results of the study showed that brand equity variables consisting of brand awareness, brand association, perceived quality, and brand loyalty simultaneously have a significant effect on purchasing decisions. Brand awareness doesn’t have a partially significance influence on purchasing decisions.

scholarly journals Pengaruh Ekuitas Merek Terhadap Minat Beli (Studi Pada Konsumen Oronamin C di Kota Bandung)

2021 ◽  
Vol 6 (2) ◽  
pp. 64-71
Author(s):  
Qonita Firdaus ◽  
Tintin Suhaeni
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Analysis Method ◽  
Brand Association ◽  
Beverage Industry ◽  
Consumer Purchase Intention ◽  
Descriptive Method

Amid the growth of functional beverage industry, Oronamin C is still new on the market so the strength of this brand is still not very visible. Therefore, this study purpose is to determine the effect of Oronamin C’s brand equity on consumer purchase intention. This study uses an explanatory descriptive method with a quantitative approach to 150 respondents. The data analysis method used is descriptive statistics analysis, correlation, multiple regression, hypothesis testing. The results showed that brand equity and purchase intention were in the good category and both had a significant effect of 65.5%. The dimensions of brand equity, brand awareness and brand loyalty, are in the moderate category, while brand association and perceived quality are in the good category. With the significant influence between perceived quality and brand loyalty on purchase intention, and there is an insignificant influence between brand awareness and brand association on purchase intention.

RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION

2019 ◽  
Vol 1 (1) ◽  
pp. 58 ◽  
Author(s):  
Fadilah Siali ◽  
Pang Jiayi ◽  
Mahani Mohammad Abdul Shakur ◽  
Siti Aisyah Ya'kob
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Fashion Industry ◽  
Urban Streets ◽  
Brand Association ◽  
Equity Model ◽  
The Relationship

Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear. 

Hubungan Brand Equity dan Minat Konsumen: Studi Kasus Perubahan Merek Produk Elektronilk Nasional-Panasonic menjadi Panasonic

2006 ◽  
Vol 1 (1) ◽  
pp. 23
Author(s):  
Petra Surya Mega Wijaya ◽  
Anita Puspitasari
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Correlation Method ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Name ◽  
Brand Association ◽  
The Relationship

It is known that brand has the power to attract consumer to buy a product or some services being represented. It also has the role to help the producers to achieve their sales target. Hence, construct a brand in a vigilant way is essential, prior to the competitive advantage that witl be gafned through it. Recently, there is a phenomenon when firms tend to reconstruct their old brand to o new brand name. In Indonesia, one of them is the case of the brand called National-Panasonic, which have been replaced by a new brand name Panasonic. The changing of theNational-Panasonic can obviously notice by the vanishing of this brand name in the Indonesia electronic market.Based on the cose of Panasonic, this research aim to examine the relationship between brand awareness, brand association, perceived quality, brand loyalty, and consumers' intention to buy. Furthermore this research also examines the relationship between brand equity and consumers intention to buy.For about 100 data were collected which comes fro* peoplereside in Surakarta-Central of Java, who have an experience on using the brand. Afterward the data are analyzed using the correlation method. The results show that brand awareness; brand association, perceived quality, brand loyalty, and brand equity are correlated with consumer's intention to buy.Keywords: Brand equity, brand owarness, brand loyalty, consumer's intention to buy

scholarly journals The relationship between brand equity and intention to buy: the case of convenience stores

2020 ◽  
Vol 11 (2) ◽  
pp. 434
Author(s):  
Phuong Viet Le-Hoang ◽  
Giang Truong Nguyen ◽  
Huong Thanh Thi Phung ◽  
Vi Truc Ho ◽  
Nhan Trong Phan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Ho Chi Minh City ◽  
Brand Awareness ◽  
Group Discussions ◽  
Brand Association ◽  
Intention To Purchase ◽  
Convenience Stores ◽  
The Relationship

The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.

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