PENGARUH BRAND ASSOCIATION DAN BRAND AWARENESS TERHADAP BRAND LOYALTY MELALUI BRAND TRUST PADA START UP FINTECH OVO

Tujuan penelitian ini adalah Mengetahui pengaruh tidak langsung Brand Association dan Brand Awareness terhadap Brand Loyalty Melalui Brand Trust pada start up OVO. Jenis penelian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna OVO pada mahasiswa Universitas Islam Malang di Kota Malang, Jawa Timur. Teknik pengambilan sampel dilakukan dengan purposive sampling dan didapatkan sampel sebanyak 120 responden. Hasil penelitian menunjukan bahwa Pengaruh tidak langsung antara variabel brand Awareness terhadap brand loyalty melalui variabel brand trust diperoleh dari hasil pengaruh langsung antara variabel brand awareness terhadap brand trust dan pengaruh langsung antara variabel brand trust terhadap variabel brand loyalty sehingga pengaruh tidak langsung. Hal ini dapat diartikan bahwa ada pengaruh tidak langsung variabel brand association dan brand awareness terhadap brand loyalty melalui brand trust, serta semakin tinggi brand trust maka brand loyalty akan semakin meningkat.Kata kunci : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty The purpose of this study was to find out the indirect influence of Brand Association and Brand Awareness on Brand Loyalty Through Brand Trust at the start up of OVO. This type of research is explanatory research using a quantitative approach. The population in this study were OVO users in Malang Islamic University students in Malang City, East Java. The sampling technique was done by purposive sampling and obtained a sample of 120 respondents. The results showed that the indirect effect of brand awareness on brand loyalty through brand trust variables was obtained from the direct effect of brand awareness variables on brand trust and the direct effect of brand trust variables on variable brand loyalty so that indirect effects. This can be interpreted that there is an indirect effect of brand association and brand awareness of brand loyalty through brand trust, and the higher brand trust, brand loyalty will increase.Keyword : Brand Association, Brand Awareness, Brand Trust, Brand Loyalty

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

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i1.4 ◽

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.

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PENGARUH ASOSIASI MEREK, KESETIAAN MEREK, KESADARAN MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK PADA PENGGUNA SMARTPHONE OPPO

Jurnal Bina Manajemen ◽

10.52859/jbm.v10i1.147 ◽

2021 ◽

Vol 10 (1) ◽

pp. 206-219

Author(s):

Yenny Lego ◽

Hannes Widjaya

Keyword(s):

Market Share ◽

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

High Growth ◽

Sampling Technique ◽

Brand Awareness ◽

Purposive Sampling ◽

Brand Association ◽

Very High

The very high growth of smartphone users in Indonesia makes companies that issue smartphone products have to try to be the best among other smartphone companies. Currently, OPPO is in second place in the smartphone market share in Indonesia in the second quarter of 2019. The aim of this study is to determine brand association, brand loyalty, brand awareness and brand image have an influence on brand equity. The sampling technique was carried out by purposive sampling. The questionnaire was distributed to 150 respondents in Karawaci Tangerang who were OPPO smartphone users. The results of this study indicate that there is an effect of brand association on brand equity, meanwhile, brand loyalty, brand awareness, and brand image have no influence on brand equity.

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THE EFFECT OF BRAND EXPERIENCE AND PERCEIVED VALUE ON BRAND LOYALTY MEDIATED BY BRAND TRUST

Jurnal Aplikasi Manajemen ◽

10.21776/ub.jam.2021.019.02.07 ◽

2021 ◽

Vol 19 (2) ◽

pp. 310-318

Author(s):

Rima Sera Pratiwi ◽

◽

Ubud Salim ◽

Sunaryo Sunaryo ◽

◽

...

Keyword(s):

Direct Effect ◽

Indirect Effect ◽

Brand Loyalty ◽

Perceived Value ◽

Sampling Technique ◽

Partial Least Square ◽

Least Square ◽

Brand Experience ◽

Brand Trust ◽

Brand Satisfaction

This study aimed to investigate the direct effect of brand experience and the perceived value of customers on brand loyalty and the indirect effect through brand trust as mediating variable. This study used a questionnaire distributed to 130 loyal customers of Susu Nandhi Murni produced by KUD Batu. The sampling technique was purposive sampling, and the method of data analysis was Partial Least Square (PLS). The results demonstrated a positive and significant direct effect of brand experience and perceived value on brand loyalty. In addition, brand experience and perceived value also had a positive and significant effect on brand trust and brand trust on brand loyalty. Furthermore, the indirect effect through brand trust as mediating variable also revealed a positive and significant effect, both on the brand experience and perceived value. Finally, future studies are suggested to investigate other variables that were not discussed in this research, such as brand image and brand satisfaction.

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Brand Equity: Anticedents Consumer Responses

Media Riset Bisnis & Manajemen ◽

10.25105/mrbm.v18i2.5002 ◽

2019 ◽

Vol 18 (2) ◽

pp. 100

Author(s):

Arwini Sumardi

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Sampling Technique ◽

Purchase Intentions ◽

Brand Awareness ◽

Consumer Responses ◽

Purposive Sampling ◽

Brand Association ◽

Positive Effect

AbstrakTujuan–Tujuan dari penelitian ini adalah untuk mengetahui dampak Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity terhadap Purchase Intentions dan WOM.Desain/Metodologi/Pendekatan - Objeknya adalah 170 pengendara sepeda motor merek Polygon, United Bike dan WIM Cycle; tertarik dengan teknik purposive sampling dan menggunakan SEM untuk menganalisis data.Hasil –Temuan dari penelitian ini adalah Brand Awereness berpengaruh positif terhadap Perceive Quality; Brand Awereness berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Overall Brand Equity; Overall Brand Equity berpegaruh positif terhadap Purchase Intention; Overall Brand Equity berpengaruh positif terhadap WOM. <pre> </pre>AbstractPurpose –The purpose of this research is to aim the impacts of Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity towards Purchase Intentions and WOM.Design/Methodology/Approach: The object were 170 bikers of Polygon, United Bike and WIM Cycle brands; attracted by purposive sampling technique and used SEM to analyze data.Finding- The findings are Brand Awereness has positive effect on Perceive Quality; Brand Awereness has positive effect on Brand Loyalty; Brand Association has positive effect on Brand Loyalty; Brand Association has positive effect on Overall Brand Equity; Overall Brand Equity has positive effect on Purchase Intention; Overall Brand Equity has positive effect on WOM.

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Keputusan Pembelian Dipengaruhi oleh Kesadaran, Kualitas, Asosiasi dan Loyalitas Merek Melalui Kepercayaan Merek Kamera Sony Pada Komunitas Fotografi di Malang

IQTISHODUNA ◽

10.18860/iq.v16i2.8034 ◽

2020 ◽

Vol 16 (2) ◽

pp. 131-146

Author(s):

Tri Sugiarti Ramadhan ◽

Eka Farida

Keyword(s):

Path Analysis ◽

Causal Relationship ◽

Brand Loyalty ◽

Sampling Technique ◽

Total Sample ◽

Brand Awareness ◽

Brand Trust ◽

Purchasing Decisions ◽

Purposive Sampling ◽

Single Lens

The purpose of this study was to determine and analyze purchasing decisions that are influenced by brand awareness, quality, association, and loyalty through brand trust. This type of research is a causal relationship with an explanatory character. The population in this research is the photography community DSLR (Digital Single Lens Reflex) camera users in Malang, East Java, totaling 190 respondents. The sampling technique used in this study was purposive sampling technique with a total sample of 66 respondents. The analysis used is path analysis, and the results show that purchasing decisions are influenced by brand awareness, quality, association, and loyalty through brand trust. The results showed that purchasing decisions are influenced by awareness, quality, association, and brand loyalty through brand trust.

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ANALISIS PENGARUH BRAND EQUITY DAN BRAND TRUST TERHADAP BUYING DECISION KAMERA CANON PADA KOMUNITAS PENCINTA FOTOGRAFI DI KOTA MALANG

Jurnal Ilmu Manajemen (JIMMU) ◽

10.33474/jimmu.v5i1.1585 ◽

2020 ◽

Vol 5 (1) ◽

pp. 93

Author(s):

Tri Sugiarti Ramadhan

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Trust ◽

Brand Associations ◽

Analysis Method ◽

Purposive Sampling ◽

Brand Association ◽

Single Lens

Tujuan penelitian ini adalah 1) untuk mengetahui dan menganalisis pengaruh Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, dan Loyalitas Merek terhadap Kepercayaan Merek; 2) untuk mengetahui dan menganalisis pengaruh Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, dan Loyalitas Merek terhadap Keputusan Pembelian; 3) untuk mengetahui dan menganalisis pengaruh kepercayaan merek terhadap keputusan pembelian; 4) untuk mengetahui dan menganalisis pengaruh Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek dan Loyalitas Merek terhadap Keputusan Pembelian melalui Kepercayaan Merek. Jenis penelian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna kamera DSLR (Digital Single Lens Reflex) atau Mirrolless pada Komunitas Pecinta Fotografi di Kota Malang, Jawa Timur. Teknik pengambilan sampel dilakukan dengan purposive sampling dan didapatkan sampel sebanyak 65 responden. Dengan menggunakan metode analisis Path hasil penelitian menunjukan bahwa Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, Loyalitas Merek, dan Kepercayaan Merek berpengaruh signifikan terhadap Keputusan Pembelian.Kata kunci : Kesadaran Merek, Kualitas yang dirasakan, Asosiasi Merek, Loyalitas Merek, Kepercayaan Merek, Keputusan Pembelian The purposes of this research are 1) to know and analyze the influence of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty to Brand Trust; 2) to know and analyze the influence of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty to Buying Decision; 3) to know and analyze the influence of Brand Trust on Buying Decision; 4) to know and analyze the influence of Brand Awareness, Perceived Quality, Brand Associations and Brand Loyalty to Buying Decision through Brand Trust. This research is an explanatory research using quantitative approach. Population on this research are DSLR (Digital Single Lens Reflex) or Mirrolless camera users on Photography Lovers Community in Malang, East Java. The samples are taken by using purposive sampling and obtained the sample size of 65 respondents. Using Path analysis method the results showed that Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty and Brand Trust has significant effect on Buying Decision.Keyword : Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, Brand Trust, Buying Decision.

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

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v5i1.142 ◽

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.

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Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta

The Winners ◽

10.21512/tw.v9i1.731 ◽

2008 ◽

Vol 9 (1) ◽

pp. 62

Author(s):

Masruroh Masruroh ◽

Awin Indranto

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Research Method ◽

Sampling Method ◽

Brand Image ◽

Student Perception ◽

Research Result ◽

Sampling Technique ◽

Brand Awareness ◽

Brand Association

Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.

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EKUITAS MEREK BATIK BANGKALAN DAN RESEPSI MASYARAKAT MADURA

Kanal Jurnal Ilmu Komunikasi ◽

10.21070/kanal.v4i1.314 ◽

2016 ◽

Vol 4 (1) ◽

pp. 45

Author(s):

Raniawati Rachman

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Hypothesis Test ◽

Sampling Technique ◽

Perceived Quality ◽

Brand Awareness ◽

Test Results ◽

Linear Effect ◽

The Public ◽

Brand Association

The purpose of this study was to analyze and describe brand equity of Batik Bangkalan and analyze public reception of Madura batik, as well as to analyze and describe the influence of brand equity Batik Bangkalan - Madura towards public reception in Madura. This type of research was quantitative with an explanatory approach. The population in this research was society of Bangkalan Madura. Samples were taken from consumers who visit the center of batik gallery in Bangkalan - Madura amount 100 respondents. The sampling technique used accidental sampling. Technique of analyzing data used multiple linear regression analyzes to examine a causal relationship between the causes variables namely brand equity (X) towards the effect variable namely reception of Madura society (Y). Hypothesis test results showed that simultaneously brand equity consists of brand awareness, brand association, perceived quality and brand loyalty linear effect on society reception. Partially, that significantly influence the public reception was brand awareness while brand association, perceived quality and brand loyalty has no significant effect. Variables that dominant influence on the public reception was brand awareness.

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PERAN BRAND TRUST MEMEDIASI PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2019.v08.i07.p12 ◽

2019 ◽

Vol 8 (7) ◽

pp. 4328

Author(s):

I Wayan Govinda Gotama Putra Putra ◽

Eka Sulistyawati

Keyword(s):

Path Analysis ◽

Brand Loyalty ◽

Brand Image ◽

Sampling Technique ◽

Brand Trust ◽

Purposive Sampling ◽

Analysis Techniques ◽

Image Variables ◽

Positive Effect ◽

Analyze Data

This research was conducted with the aim of measuring and testing the effect of brand image on brand loyalty with brand trust as a mediator. One hundred badminton players using Shuttlecock Pastra were used as samples, the method used was purposive sampling. The study was conducted in Denpasar City and distributed questionnaires to prospective respondents as many as 100 people selected through a purposive sampling technique. Path analysis techniques and sobel tests are used to analyze data. After investigating, it was found that brand image variables had a positive and significant effect on brand trust variables, brand image variables had a positive and significant effect on brand loyalty variables, brand trust variables had a positive effect that was also significant for brand loyalty variables and brand trust variables were able to mediate the influence of brand image on brand loyalty shuttlecock Pastra. Keywords: brand image, shutllecock, brand trust, Pastra, brand loyalty

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