scholarly journals ANALISIS KEUNGGULAN DAN KELEMAHAN MERK FRUIT TEA

2018 ◽  
Vol 18 (1) ◽  
pp. 36-43
Author(s):  
Sukaria Sinulingga ◽  
Humala Napitupulu ◽  
Ferdyanta Sitepu
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Marketing Mix ◽  
T Test ◽  
Brand Awareness ◽  
Satisfaction Index ◽  
Brand Association ◽  
Paired Samples

Penelitian Ini bertujuan melakukan mengidentifikasi dan menganalisis faktor–faktor Ekuitas Merek(Brand Equity), yang terdiri dari Brand Awareness, Brand Association dan Perceived Quality – Marketing Mix,yang mempengaruhi loyalitas konsumen (Brand Loyalty) didalam membeli suatu produk minuman teh rasa buahdalam kemasan, sehingga diketahui faktor faktor Brand Equity yang paling menentukan keunggulan dankelemahan produk merek Fruit Tea yang diproduksi oleh PT. Sinar Sosro dibandingkan dengan merek Fresteayang diproduksi oleh PT. Coca-Cola Indonesia, berdasarkan preferensi konsumen di didalam memilih merekminuman teh rasa buah dalam kemasan.Dua ratus Responden Mahasiswa Universitas Sumatera Utara dilibatkandalam penelitian yang dipilih menggunakan Teknik Non probability sampling, dimana pemilihan sampelditentukan dengan model Purposive dan Judgment sampling dengan pertimbangan tertentu yaitu pernahmengkonsumsi produk dengan merek Fruit Tea maupun produk merek Fres Tea kemasan apa saja. Pengumpulandata dilakukan dengan menyebar kuesioner, dan metode analisis data dilakukan dengan Analisis Regresi LinierBerganda, Koefisien Determinasi, Signifikansi Simultan (Uji F), Signifikansi Parsial (Uji T), PerbandinganBerpasangan (Paired – Samples t Test), Customer Satisfaction Index, Analisis Tingkat Kepentingan dan KinerjaAtribut Dimensi Kualitas Produk, dan Analisis Loyalitas Konsumen.Hasil penelitian menunjukkan bahwa secaragaris besar dari 3 pembentuk variable Brand Equity, diketahui merek Fres Tea unggul pada Brand Awarenessdan Perceived Quality, sedangkan merek Fruit Tea unggul pada Brand Association. Secara keseluruhan atribut–atribut pembentuk Brand Equity produk merek Fres Tea lebih unggul dibanding dengan merek Fruit Teatermasuk tingkat Loyalitas Responden (Brand Loyalty) didalam membeli produk merek Frestea.

scholarly journals PENGARUH KESADARAN MEREK RITEL, ASOSIASI MEREK RITEL, KUALITAS YANG DITERIMA MEREK RITEL, KESETIAAN MEREK RITEL TERHADAP EKUITAS MEREK RITEL (Studi Empiris pada Kartika Sari)

2017 ◽  
Vol 12 (2) ◽  
Author(s):  
Ongky Alex Sander ◽  
Fahrul Riza
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
T Test ◽  
The Other ◽  
Brand Awareness ◽  
Brand Building ◽  
Brand Association ◽  
Building Activities

<p>This study examined the antecendets of Customer Based Retail Brand Equity (CBRE) such as retail brand awareness, retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity. Results of testing the hypothesis (t-test) found that variables retail brand awareness and retail brand association does not significantly influence on retail brand equity. While the other variables are retail brand perceived quality and retail brand loyalty has significantly influence on retailer brand equity.Retail brand perceived quality and retail brand loyalty must be considered by the retail businesses because it has a greater influence in creating the Retail Brand Equity (RBE). For further research, can develop research models such as the effect of brand building activities to the comunity identificatiion retailer with retail customer based equity as a mediating variable<br />Keywords: Customer Based Retail Brand Equity (CBRE), retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity</p>

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 Analisis Perbandingan Brand Equity Samsung dan LG

2021 ◽  
Vol 3 (2) ◽  
pp. 99-110
Author(s):  
Imam Arif Fikri
Keyword(s):  
Quantitative Study ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Perceived Quality ◽  
T Test ◽  
The South ◽  
Purposive Sampling ◽  
Brand Association ◽  
Analysis Technique

This research is quantitative study that aims to compare brand association, perceived quality, and brand loyalty to brand equity in Samsung and LG companies in the South Jakarta area. This research used 100 respondents as a sample with purposive sampling method. The analysis technique in this study uses the Independent Sample T Test using SPSS 26. The results of this study indicate that (1) Samsung Brand Association is superior to LG, (2) Samsung's Perceived Qualty is superior to LG, (3) Samsung's Brand Loyalty is superior to LG. superior to LG.   Keywords: Brand Equity; Brand Association; Perceived Quality; Brand Loyalty  

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.

scholarly journals Kepuasan Konsumen: Faktor-Faktor Yang Mempengaruhi

2018 ◽  
Vol 15 (01) ◽  
Author(s):  
Marlina Kurnia ◽  
Mr Suwiknyo
Keyword(s):  
Customer Satisfaction ◽  
Corporate Culture ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Physical Evidence ◽  
Brand Association ◽  
Brand Quality ◽  
Spss Software

ABSTRACT  This article investigates the influence of brand awareness, perceived quality, brand association, brand loyalty, tangible, reliability, responsiveness, assurance, empathy customer satisfaction. The population is the customer in BPR Meru Sankara, the sample is taken with convinience with slovin method. Using sample 96 and tested using SPSS software. The results of this study show Perception Quality, Reliability, Responsiveness and Empatimiliki influence and significant to Customer Satisfaction. Thus the proposed hypothesis proves true. As for Brand Awareness, Brand Associations, Brand Loyalty, Physical Evidence and Guarantee no effect on Customer Satisfaction so that the hypothesis proposed is not proven. Further research is expected to add variable motivation and corporate culture in researching customer satisfaction.Keywords                   : Brand Quality, Sistem Quality, customer satisfactionCorrespondence to       : [email protected] ABSTRAK  Penelitian ini ingin mengetahui faktor yang memepengaruhi kepuasan konsumen, seperti brand awareness, perceived quality, brand association, brand loyalty, tangible, reliability, responsiveness, assurance, empathy. Populasi dalam penelitian ini adalah nasabah BPR Meru Sankara, denagn teknik pengambilan sample dengan accidental sampling. Sampel yang digunakan adalah 96 dan diolah menggunakan SPSS software.Hasil dari penelitian ini menjelaskan hubungan antara Perception Quality, Reliability, Responsiveness dan Empatimemiliki pengaruh pada kepuasan pelanggan.Sedangkan hubungan antara Brand Awareness, Brand Associations, Brand Loyalty, Physical Evidence dan Guarantee tidak memiliki pengaruh pada Customer Satisfaction . Penelitian selanjutnya diharapkan dapat menambah variabel yang diteliti yaitu motivasi dan kepuasan pelanggan.Kata kunci                     : Brand Quality, Sistem Quality, customer satisfactionKorespondensi             : [email protected]

scholarly journals Male And Female Influence On Hypermarket Brand Equity

2011 ◽  
Vol 7 (9) ◽  
Author(s):  
Hui-Chu Chen ◽  
Robert D. Green ◽  
James Miller
Keyword(s):  
Gender Differences ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Equity Theory ◽  
Perceived Quality ◽  
Consumer Product ◽  
Brand Awareness ◽  
Male And Female ◽  
Research Opportunities ◽  
Brand Association

Based on the customer-based brand equity theory (Keller, 1993) and its retail construct measures of brand loyalty, brand awareness, perceived quality, and brand association (Pappu, Quester, and Cooksey, 2006), gender differences are presented, tested and analyzed. The study finds that females have significantly higher brand association (p < 0.01) and total brand equity (p < 0.05). This article concludes with the implications and research opportunities for branding scholars and to consumer product manufacturers and retailers.

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 ANALISIS PERBANDINGAN BRAND EQUITY PRODUK JILBAB ANTARA MEREK RABBANI DENGAN MEREK ZOYA PADA MAHASISWI FAKULTAS EKONOMI DI UNIVERSITAS MUHAMMADIYAH PONOROGO

2018 ◽  
Vol 1 (1) ◽  
pp. 68
Author(s):  
Nafiah Nur Jamilah ◽  
Titi Rapini ◽  
Hadi Sumarsono
Keyword(s):  
Brand Equity ◽  
Perceived Quality ◽  
T Test ◽  
Brand Awareness ◽  
Probability Sampling ◽  
Paired Sample ◽  
Purposive Sampling ◽  
Brand Association

Perkembangan zaman saat ini, persaingan di pasaran semakin meningkat. Oleh sebab itu peran pemasaran di pasar semakin meningkat pula dan peran brand menjadi semakin penting. Dengan begitu, brand bukanlah sekedar identitas suatu produk namun brand diciptakan produsen untuk memiliki ikatan emosional yang istimewa untuk diberikan kepada konsumen. Tujuan dari penelitian ini untuk mengetahui adanya perbedaan ekuitas merek (brand equity) beserta elemen-elemennya antara produk jilbab merek Rabbani dengan merek Zoya. Sampel dalam penelitian ini menggunakan metode non-probability sampling dengan pendekatan purposive sampling. Dalam penelitian ini pengumpulan data yang digunakan yaitu kuesioner yang didistribusikan kepada 97 responden. Pada penelitian ini metode analisis data yang digunakan yaitu uji beda paired sample t-test. Berdasarkan hasil analisis yang diuji menunjukkan bahwa dari tiga variabel terdapat dua dimensi yaitu brand awareness dan perceived quality yang menyatakan terdapat perbedaan pada produk jilbab antara merek Rabbani dengan merek Zoya dan satu dimensi menyatakan tidak terdapat perbedaan yaitu brand association.

scholarly journals Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)

2016 ◽  
Vol 1 (1) ◽  
pp. 24
Author(s):  
Fredie Pratama ◽  
Jono M. Munandar
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Growing Up ◽  
Brand Association ◽  
Strong Position ◽  
Market Leader ◽  
High Level

<em>Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet.</em>

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