Dimensi Ekuitas Merek (Brand Equity) Dan Keputusan Pembelian Produk Mie Cepat Saji Di Kota Depok

Liquidity ◽  
2018 ◽  
Vol 3 (1) ◽  
pp. 77-85 ◽  
Author(s):  
Yanti Budiasih
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Dominant Factor ◽  
Purchase Decision ◽  
Brand Associations ◽  
Purchasing Decisions ◽  
The People ◽  
The City

Fact that Indomie (instant noodle) is a brand that most stick in the minds of consumers, and it is the evidence that Indomie has high brand equity. However, the facts also show that other brands are able to occupy under the Indomie brand equity. This paper presents an analysis of the influence of forming the dimensions of brand equity ie brand awareness, brand associations, perceived quality and brand loyalty on purchasing decisions on Indomie products. The population in this study were all the people in the city of Depok who consume Indomie. The sampling technique used was accidental sampling. The data are analyzed by using SPSS 19. The tools of analysis use correlation analysis, regression analysis, coefficients of determination, t-test (test partial) and F test (ANOVA test). The results showed that the dimensions of brand equity factors simultaneouslyinfluence the purchase decision. The most dominant factor influencing the purchase decision is brand associations that is equal to 31.1%.

scholarly journals The Influence of Brand Equity on Consumer's Purchase Decision: A Quantitative study

2021 ◽  
Vol 4 (2) ◽  
pp. 211
Author(s):  
Muhammad Ilham Wardhana Haeruddin
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Regression Coefficient ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Dominant Effect ◽  
Collection Method

This study aims to explain influence between the elements of brand equity (Brand Awareness and Brand Loyalty) on Purchasing Decisions. The population in this study were consumers of PT. Semen Tonasa in Pangkep Regency. While the number of samples is as many as 63 respondents who were selected based on purposive sampling technique for two months of research at the Labakkang Jaya Shop. The data collection method used was the distribution of questionnaires that had been tested for validity and reliability. Multiple regression is used to analyize the data. From the regression analysis, the equation Y = 4.695 + 0.425X1 + 0.458X2 is obtained. The results of this study indicate that Brand Awareness and Brand Loyalty simultaneously have a positive and significant effect on the purchase decision (Y) of Semen Tonasa. The variable of the brand equity element that has the dominant effect on the purchasing decision of Semen Tonasa is Brand Loyalty with a regression coefficient value of 0.458.   

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

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.

scholarly journals Brand Equity and Purchase Decisions on French Fries Product in Indonesia

2020 ◽  
Vol 16 (2) ◽  
pp. 146-157
Author(s):  
Junifer Mentari ◽  
Abel Gandhy ◽  
Doni Sahat Tua Manalu ◽  
Sri Y.K Hardini
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Perceived Quality ◽  
French Fries ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Brand Associations ◽  
Packaging Design ◽  
Brand Association

This study aims to determine the effect of brand awareness, brand associations, perceived quality, and brand loyalty to purchase decisions of French Fries. The research is quantitative and the sampling technique is purposive sampling, with 100 respondents. The researcher applies multiple regression analysis as data analysis techniques. Findings. The results show that all brand equity variables affect to purchasing decision of French fries. To improve brand awareness, corporate needs to advertise products on television and social media such as Instagram or food platforms. For brand association improvement, producers need to create new French Fries flavor. Attractive packaging design and usage instructions for perceived quality improvement. In brand loyalty must maintain consistency of product taste.

scholarly journals ANALISIS KUALITAS KESADARAN MEREK, ASOSIASI MEREK, DAN LOYALITAS KONSUMEN MI INSTAN

2019 ◽  
Vol 18 (2) ◽  
pp. 115-126
Author(s):  
Yohanes Billy Somantri ◽  
Leonita Martha Atmadjaja
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Brand Associations ◽  
Purchasing Decision ◽  
Brand Association ◽  
Quality Perceptions ◽  
Instant Noodles

In this study the respondents involved are consumers who make a purchase at one of Supermarket in Bandung. The goal of the study was to show brand awareness, quality perceptions, brand associations and brand loyalty that ultimately affect the purchase decision of instant noodles at the supermarket. The results of the study showed that brand awareness, perceived quality, brand association and brand loyalty has affect simultaneously in making the decision of purchasing. The conclusion of the study showed that instant noodles that are not top brand such as sarimi, has brand equity like instant noodle of the top brand. Keywords: Brand Awareness; Brand Equity Brand Loyalty, Perceived Quality; Purchasing Decision

scholarly journals Pengaruh Elemen – Elemen Brand Equity terhadap Keputusan Pembelian Konsumen Produk Eiger

2018 ◽  
Vol 4 (2) ◽  
pp. 185
Author(s):  
MOCHAMMAD MAHMUDI ROSID ◽  
WIDYASTUTI WIDYASTUTI
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Brand Association ◽  
Independent Variable

Increased activity of wild adventure and sports create demand for the product as a complement to the more adventurous, this is used by the equipment manufacturer adventure to compete for a place in the hearts of consumers. PT Eigerindo Multi Industrial Products, which is a manufacturer of products for the adventure out a few brands that is Nordwand, Eiger Women Series, Bodypack, and EIGER own. The strategy used is the application of the elements of brand equity in the minds of consumers, so the presence of elements of brand equity can affect purchasing decisions. This study aims to discuss and analyze the influence of the elements of brand equity is brand awareness, perceived quality, brand association and brand loyalty simultaneously and partial response to consumer purchasing decisions EIGER products, as well as to determine the variables most dominant influence. Where brand awareness, perceived quality, brand association and brand loyalty becomes the independent variable (X) and purchasing decisions become dependent variable (Y). The population in this study is consumers who have been involved in the purchase of products EIGER, namely Surabaya community EIGER product users. Sampling methods were studied non-probability sampling using accidental sampling technique with 110 respondents. Analysis technique used is multiple linear regression analysis processed through SPSS version 17.0 Hypothesis testing conducted using the F test and t test. The results of this study  which means that there are simultaneous and partial influence on purchasing decisions Eiger products is equal 52,6%, while the remaining balance of 47.4% influenced by other variables outside of variables in this study. While one of independent variable is not significant influence is perceived quality. The most influential variable the dominant is brand loyalty.

scholarly journals Pengaruh Brand Equity Terhadap Keputusan Pembelian Mie Instan Merek Indomie (Studi Pada Mahasiswa Perguruan Tinggi di Kabupaten Kendal)

2021 ◽  
Vol 7 (3) ◽  
Author(s):  
Bayu Kurniawan ◽  
Sutrisno Sutrisno ◽  
Lenny Damayanti
Keyword(s):  
College Students ◽  
Data Analysis ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Brand Associations ◽  
Purchasing Decisions ◽  
Positive Effect

This study aims to determine the effect of brand awareness, brand associations, perceived quality and brand loyalty partially and simultaneously on the decision to purchase Indomie brand instant noodles for college students in Kendal Regency. Data collection was carried out by distributing questionnaires. Data analysis in this study is quantitative data analysis. Sampling using purposive sampling technique. The samples obtained were 107 respondents. The analytical tool in this study using IBM SPSS version 23. The data analysis method used is multiple regression analysis. The results showed that partially the Brand Awareness variable had a positive effect on purchasing decisions, seen from the t count of 4.556> t table 1.983 with sig. smaller than 0.05, which is 0.000. The Brand Associations variable has a positive effect on purchasing decisions, seen from the t count of 2.292> t table of 1.983 with sig. smaller than 0.05, namely 0.024. Perceived Quality variable has a positive effect on purchasing decisions, seen from the t count of 4.255> t table 1.983 with sig. smaller than 0.05, which is 0.000. Brand Loyalty variable has a positive effect on purchasing decisions, seen from the t count of 4.214> t table 1.983 with sig. smaller than 0.05, which is 0.000. Simultaneously, the variables of brand awareness, brand associations, perceived quality and brand loyalty together have a significant effect on purchasing decisions, seen from the calculated F value of 25.628> F table 2.46 with sig. smaller than 0.05, which is 0.000. Meanwhile, the coefficient of determination (R2) of 0.631 means that the contribution of independent variables (brand awareness, brand associations, perceived quality and brand loyalty) affects the dependent variable (purchase decision) by 63.1%, while the remaining 36.9% is influenced by other variables in beyond the research model. The conclusion from this study is that it is proven that brand awareness, brand associations, perceived quality and brand loyalty have a partial and simultaneous effect on purchasing decisions, so it can be explained that the better brand awareness, brand associations, perceived quality and brand loyalty, the higher the decision to buy noodles. instant brand Indomie for College Students in Kendal Regency.

scholarly journals Analisis Brand Equity dan Customer Loyality Celebrity Fitness Cabang Mall Puri Indah Jakarta Barat

2010 ◽  
Vol 1 (1) ◽  
pp. 198
Author(s):  
Robertus Tang Herman ◽  
Ryandhi Wijaya
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Research Area ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Association ◽  
Improved Performance ◽  
Perception Of Performance

This study aims to determine the condition of the elements of brand equity Celebrity Fitness, namely knowing the brand awareness, brand association is formed, to know how the perception of performance and the interests of the brand, how consumers' brand loyalty, and what attributes of service quality a priority for improved performance to can meet consumers' desire to achieve satisfaction. The method used is descriptive method with the sampling technique using probability sampling (simple random sampling), with regional research area in West Jakarta. The results of this study indicate that the overall brand equity of the company is good enough to position the brand awareness top of mind, the brand associations that are formed from Celebrity Fitness is where fitness is comfortable and fun and has a diverse and interesting program, another association was formed team aggressive promotion. Performance level of perceived quality is also good enough. To Brand loyalty are in poor condition because of the high percentage of switchers. Overall customer satisfaction levels are good enough just need a little improvement in the performance of staff. The implication of this research is PT Exertainment should improve the performance of some quality attributes are prioritized so that the loyalty of the members has also increased.

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 Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

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