PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG OLEH MAHASISWA UNIVERSITAS X

Currently existing business competition is not only limited to the quality of products, technology products, and display products, but also about the brand used in the product that can cause an image to consumers. Brand is the label that carries meaning and associations as well as a mirror of promise communicated by the producer to the consumer on the quality of products or services that have been produced. This study aims to determine whether the brand awareness, brand association, perceived quality, brand loyalty and other proprietary brand assets Samsung has a positive contribution to brand equity Samsung, knowing which variable dominant contributes positively to brand equity Samsung, and find out whether brand equity Samsung influence the purchasing decisions of Samsung smartphone products. By using principal component analysis and simple linear regression analysis, the result is Samsung’s brand awareness, brand association, perceived quality, brand loyalty, and other proprietary brand assets are able to contribute positively to the Samsung brand equity. Samsung's brand loyalty is the dominant variable that contributes positively to the Samsung brand equity. Samsung's brand equity have positive significant influence on purchasing decisions Samsung smartphone products.

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

BISMA (Bisnis dan Manajemen) ◽

10.26740/bisma.v4n2.p185-201 ◽

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.

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The Impact of Brands on Consumer Buying Behavior

International Journal of Research in Business and Social Science (2147-4478) ◽

10.20525/ijrbs.v5i4.551 ◽

2016 ◽

Vol 5 (4) ◽

pp. 1-16 ◽

Cited By ~ 2

Author(s):

Ulas Akkucuk ◽

Javed Esmaeili

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decisions ◽

Brand Name ◽

Buying Behavior ◽

Brand Association ◽

The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

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

IJIEEB : International Journal of Integrated Education, Engineering and Business ◽

10.29138/ijieeb.v1i1.796 ◽

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.

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PENGARUH EKUITAS MEREK TERHADAP REPURCHASE INTENTION HANDPHONE MEREK SAMSUNG KEPADA MAHASISWA FAKULTAS EKONOMI UNIVERISTAS TADULAKO DI KOTA PALU

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i2.22 ◽

2015 ◽

Vol 1 (2) ◽

pp. 221-232

Author(s):

Syarifuddin Nursyamsu ◽

Syamsul Bachri Daeng Parani ◽

Suryadi Hadi

Keyword(s):

Mobile Phone ◽

Brand Equity ◽

Brand Loyalty ◽

Linear Regression Analysis ◽

Perceived Quality ◽

Brand Awareness ◽

Repurchase Intention ◽

Probability Sampling ◽

Purposive Sampling ◽

Brand Association

This study aims to determine how much the brand equity effect to repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako University, Palu. The research method used is descriptive of causal method with a sample of 75 people with non-probability sampling technique with a purposive sampling approach and Multiple Linear Regression Analysis method with the aid of a computer program SPSS for Windows Release 16.0. The results showed that:1). brand equity consists of brand awareness, perceived quality, brand association and brand loyalty simultaneously affect significantly on repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako University, Palu; 2). Brand awareness partially have no significant effect on repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako in Palu; 3). Perceived quality, brand association, and brand loyalty is partially affect significantly on repurchase intention Samsung brand mobile phone to the students of the faculty of economics Tadulako in Palu. Penelitian ini bertujuan untuk mengetahui seberapa besar efek ekuitas merek untuk membeli kembali niat merek ponsel Samsung kepada mahasiswa fakultas ekonomi Universitas Tadulako, Palu. Metode penelitian yang digunakan adalah deskriptif metode kausal dengan sampel 75 orang dengan teknik non probability sampling dengan pendekatan purposive sampling dan metode Analisis Regresi Linier Berganda dengan bantuan program komputer SPSS for Windows Release 16.0. Hasil penelitian menunjukkan bahwa: 1). Ekuitas merek terdiri dari brand awareness, perceived quality, brand association dan brand loyalty sekaligus berpengaruh secara signifikan terhadap niat membeli kembali merek ponsel Samsung kepada mahasiswa fakultas ekonomi Universitas Tadulako, Palu; 2). Kesadaran merek sebagian tidak berpengaruh signifikan terhadap niat beli kembali merek ponsel Samsung kepada mahasiswa fakultas ekonomi Tadulako di Palu; 3). Kualitas yang dirasakan, asosiasi merek, dan loyalitas merek sebagian berpengaruh secara signifikan terhadap niat membeli kembali merek ponsel merek Samsung kepada mahasiswa fakultas ekonomi Tadulako di Palu.

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THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND

Sinergi Jurnal Ilmiah Ilmu Manajemen ◽

10.25139/sng.v11i1.3523 ◽

2021 ◽

Vol 11 (1) ◽

Author(s):

Sarwani Sarwani ◽

Heru Suprihhadi ◽

Andry Herawati

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Added Value ◽

Brand Awareness ◽

Decision Making Process ◽

Brand Name ◽

Brand Association

One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.

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Analisis brand equity terhadap keputusan pembelian (studi kasus coffee toffee Surabaya)

Journal of Business and Banking ◽

10.14414/jbb.v10i1.1862 ◽

2020 ◽

Vol 10 (1) ◽

pp. 1

Author(s):

Hendro Lisa ◽

Sitie Chairhany ◽

Martina Napratilora ◽

Abd Syahid ◽

M. Ilyas

Keyword(s):

Regression Analysis ◽

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Significant Positive Effect ◽

Purchasing Decisions ◽

Testing Technique ◽

Brand Association ◽

Positive Effect

This study examines and analyze the significant effect of brand equity consist; brand awareness, brand association, perceived quality and brand loyality on purchased decision. Based on the literature review, this research hypothesis states that the four elements of brand equity affect purchasing decisions. This research uses survey data from Coffee Toffee visitors in Surabaya. Data were collected by questionnaire from respondent. Hypothesis testing technique is done by using multiple regression analysis. The results of this study indicate that brand awareness has a significant positive effect on purchasing decisions, brand association has no significant positive effect on purchasing decisions, the perceived quality has a significant positive effect on purchasing decisions, and brand loyalty have a significant positive effect on purchasing decisions.

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

10.31227/osf.io/vztdh ◽

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

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Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) ◽

10.29303/axa.v1i1.12 ◽

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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ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2019.v08.i12.p13 ◽

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

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

BISMA (Bisnis dan Manajemen) ◽

10.26740/bisma.v2n1.p72-84 ◽

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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