scholarly journals The Effect of Brand Equity Dimension on Instant Noodle Purchase Decisions in Padang

2020 ◽  
Vol 1 (2) ◽  
pp. 61-67
Author(s):  
Jumiatul Mulya ◽  
Eliza
Keyword(s):  
Brand Equity ◽  
Sampling Technique ◽  
T Test ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Quality Perception ◽  
A Value ◽  
Spss Software

The purpose of this study was to determine and analyze the effect of brand equity dimensions on the purchasing decision of Mie Sedaap Cup in Padang. Sampling in this study was conducted by purposive sampling. The sampling technique used is judgmental sampling. The sample in this study were 130 people. Data was collected in the form of questionnaires and analyzed through SPSS software ver. 24.0. The results in this study indicate that the Brand Equity Dimension has a positive and significant effect on Purchasing Decisions because the significance value of 0.052 <alpha 0.10 for Brand Awareness with a t-test value of 1.963> t-table of 1.6604, while the Quality Perception has a value significance of 0.001> 0.10 and t-test value 3.257> t-table 1.6604. This means that Brand Awareness and Quality Perception have a very strong influence on Purchasing Decisions separately (respectively). Furthermore, the magnitude of the effect of variance in brand equity dimensions on the purchasing decision of Mie Sedaap Cup was 52.3%. Based on the results of this study, it can be concluded that the Mie Sedaap Cup in its memory or memory usage is a good brand image by prioritizing product quality and purchasing decisions of the Mie Sedaap Cup.

scholarly journals PENGARUH KESADARAN MERK, PERSEPSI KUALITAS, DAN LOYALITAS MERK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE VIVO PADA ANGKASA CELL DI KABUPATEN BLORA

2019 ◽  
Vol 11 (1) ◽  
pp. 38-51
Author(s):  
Diva RIza Fahlefi ◽  
Ariyani Indriastuti
Keyword(s):  
Mobile Phone ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
A Value ◽  
Perception Of Quality

The increasing level of competition for companies has resulted in companies competing to win consumers. The purpose of this study was to analyze the effect of brand awareness, perceived quality and brand loyalty on Mobile Vivo Purchase Decisions in Angkasa Cell Store in Blora Regency. The population in this study is all customers or consumers who used or made mobile phone purchasing decisions in Angkasa Cell Store in Blora Regency which amounts to 154 customers.  The sampling technique used was purposive sampling to obtain 63 respondents. The method of data analysis uses multiple linear regression. The results of the study show that the brand awareness variable obtains a tcount of 3.958> ttable 1.66) with a significance of 0,000 means brand awareness has a positive and significant influence on purchasing decisions. The perceived quality variable with a tcount (3.694)> t table (1.66) with a significance of 0,000 means that the perception of quality has a positive and significant influence on purchasing decisions. Brand loyalty variable with a value of tcount (3,438)> t table (1.66) with a significance of 0.001, means that brand loyalty has a positive and significant influence on purchasing decisions. In order for the consumer confidence of Vivo mobile phone in Angkasa Cell Store in Kabupaten Blora can be stronger and increase purchasing power, it is recommended to increase brand awareness through promotion.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

2020 ◽  
Vol 5 (1) ◽  
pp. 54
Author(s):  
Muhammad Nurfauzi Awaludin ◽  
Sigit Sukmono
Keyword(s):  
Social Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Convenience Sampling ◽  
Spss Software ◽  
Intervening Variables

<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

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 INFLUENCE OF PRICE, PRODUCT QUALITY TOWARDS CONSUMER PURCHASE DECISIONS THAT IMPACT ON CUSTOMER SATISFACTION CV. CAHAYA CITRASURYA INDOPRIMA SURABAYA

2020 ◽  
Vol 2 (1) ◽  
pp. 33-47
Author(s):  
Rismawati Sitepu Rismawati ◽  
Wilson Bangun ◽  
Ovie Aprilia Yustanti
Keyword(s):  
Customer Satisfaction ◽  
Path Analysis ◽  
Product Quality ◽  
Sampling Technique ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Product Price ◽  
Quality Product ◽  
Saturated Sample ◽  
Spss Software

This study aims to make marketers know that price, product quality on consumer purchasing decisions have an impact on customer satisfaction, namely on Prices, Product Quality on Consumer Purchase Decisions That Impact on Customer Satisfaction CV.Cahaya Citrasurya Indoprima Surabaya. This study using path analysis (path analysis ) and the type of research quantitative population study is a customer CV. Cahaya Citrasurya Indoprima Surabaya, amounting to 50 permanent customers . The sampling technique uses nonprobability techniques(saturated sample) so that the research sample was 50 respondents. Test equipment used for data processing using SPSS software version 24.0. After testing the proposed hypothesis, it is obtained the results of analysis of research data that has been done partially which shows that Product Price and Quality have a significant effect on Purchasing Decisions , indicating that Price and Purchasing Decisions have no significant effect on Customer Satisfaction, indicating that Price, Quality Product and Purchase Decisions have a significant effect on Customer Satisfaction .

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 THE INFLUENCE OF TRUST AND INFORMATION QUALITY ON ONLINE PURCHASE DECISION IN THE SHOPEE APPLICATION (A CASE STUDY ON PT SRI BOGOR’S EMPLOYEE)

2021 ◽  
Vol 1 (2) ◽  
pp. 37-42
Author(s):  
Esa Indra Mustika ◽  
Antoni Ludfi Arifin
Keyword(s):  
Information Quality ◽  
Sampling Technique ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Quality Of Information ◽  
Online Purchase ◽  
A Value ◽  
Positive Effect

This study aims to determine how trust and information quality influence online purchasing decisions for Shopee application users. This research is a quantitative study with trust, information quality, and purchase decisions as variables. The population of this research was employees of PT SRI Bogor, who had at least used the Shopee application once. The sample used in this study consisted of 90 respondents who were taken using the accidental sampling technique. Data collection was carried out using questionnaires, in which each respondent was given 25 statements. The data were then analyzed using regression analysis techniques, classical assumption tests, and hypothesis testing. The results of this study indicate that: (1) Trust has a positive effect on purchasing decisions with a value of 28%; (2) Quality of information has a positive effect on purchasing decisions with a value of 37.4%; (3) Trust and quality of information simultaneously influence purchasing decisions with a value of 43.4%, while the remaining 56.6% is influenced by other variables not examined.  

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 ANALISIS STRATEGI BAURAN PEMASARAN (MARKETING MIX) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI DISTRIBUTION OUTLET MAILBOX, YOGYAKARTA

2011 ◽  
Vol 1 (1) ◽  
pp. 42
Author(s):  
Aunul Khaq Syaifti Arfiyandi ◽  
Fitroh Adhilla
Keyword(s):  
Sampling Technique ◽  
T Test ◽  
Coefficient Of Determination ◽  
Dominant Factor ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Product Price ◽  
Test Analysis ◽  
Beta Coefficient ◽  
Partial Factor

This study aims to determine whether there is influence simultaneously and partial factor product, price, promotion and location of the purchasing decisions of consumers in the Distribution Outlet Mailbox in Yogyakarta and the factor of whether the greatest effect on consumer purchase decisions. The analysis used in this study is the analysis of t test (partial), f test analysis (simultaneously) and test the coefficient of multiple determination (R2). Samples taken in this study of 100 respondents who considered sufficiently representative of the population studied. Sampling technique using the incidental sampling (sampling with respondents met by chance at the time of the study). While data collecting technique using a questionnaire that is a list of questions given to a number of respondents to obtain data required in the research.Based on the results of t test analysis (partially) by Level of Significant (05) that there is influence of the partial product variable (X1) of (0,024), Price (X2) equal to (0.325), Promotion (X3) (0,000), and Location (X4) of (0.028) of the Consumer Buying Decision (Y). And based on results of test analysis f (simultaneously) is (0.000) with Level of Significant (05) and stated there is the influence of variables simultaneously Products (X1), Promotion (X3), and Location (X4) of the Consumer Buying Decision (Y) and variable rates (X2) has no effect signifika partially towards Consumer Purchase Decision (Y). The most dominant factor of influence on consumer purchasing decisions based on the data if the beta coefficient of the variable product (X1) of (0.222), Price (X2) equal to (0,110), Promotion (X3) (0.449), and Location (X4) for (0.201), factors that contribute the greatest value is a factor Promotions (X3), amounted to (0.449). The results obtained from the regression R 2 (coefficient of determination or R Square) of 0.623 means that the dependent variable (Y) in the model: Consumer Buying Decision (Y) explained by independent variables (X), namely Products (X1), Price (X2), Campaign (X3), and Location (X4) of 62.3%, while the remaining amount of 37.7% explained by other variables outside the model.

scholarly journals Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang

2018 ◽  
Vol 7 (1) ◽  
pp. 25
Author(s):  
Meatry Kurniasari ◽  
Agung Budiatmo
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Sampling Method ◽  
Sampling Technique ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Marketing Influence ◽  
Two Stages

The purpose of this study is to determine the influence of social media marketing and brand awarenessof purchasing decisions through buying interest as an intervening variable J.CO Donuts & Coffee in Semarang City. This type of research is explanatory research. Sampling technique using non probability sampling technique with purposive sampling and Accidental sampling method. The number of samples taken as many as 100 respondents with a ratio of 40:60 in both branches J.CO Donuts & Coffee Semarang. In this study assisted by SPSS 16.0 system. The results showed that social media marketing influence on buying interest by contributing 15.6% while the rest influenced by factors other than social media marketing. Brand Awareness influences buying interest by contributing 31.3% while the rest is influenced by factors other than brand awareness. Meanwhile, buying interest influences the purchasing decision by contributing 23.3% while the rest is influenced by factors other than buying interest. Based on result of regression analysis of two stages known that variable of buying interest can be intervening variable from social media marketing and brand awareness to purchasing decision. It means that the better social media marketing and brand awareness, the higher the buying interest and the better the buying interest, the higher the purchasing decision of J.CO Donuts & Coffee in Semarang City.

PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN AMDK MEREK AQUA (STUDI PADA MASYARAKAT DI KOTA BANDUNG)

2016 ◽  
Vol 4 (1) ◽  
Author(s):  
Devi Krisnawati
Keyword(s):  
Quantitative Methods ◽  
Sampling Technique ◽  
Bottled Water ◽  
Brand Awareness ◽  
Coefficient Of Determination ◽  
Purchase Decisions ◽  
Test Results ◽  
Purchasing Decisions ◽  
Brand Recall ◽  
The City

This study examines the effect of brand awareness on purchase decisions Aqua brand of bottled water in the community in the city of Bandung. This study aimed to measure the level of brand awareness in the community Aqua in Bandung, analysis of consumer purchasing decisions Aqua, and the influence of brand awareness in this study using a top of mind dimension, brand recall, brand recognition, and consumption on consumer purchasing decisions Aqua. This type of research used in this study was a descriptive study using quantitative methods. The population in this study is a community in the city of Bandung with samples taken 100 respondents. Collecting data in this study using a questionnaire distributed to respondents using incidental sampling technique. These results indicate that the level of brand awareness is at its Aqua brand top of mind and included into the category of high and Aqua brand of bottled water purchasing decisions are in high positions. Based on a simple regression test results indicate the brand awareness influence on purchase decisions Aqua brand of bottled water by 70.1%. While based on the coefficient of determination variable brand awareness can influence purchasing decisions by 46.2%.

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