The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam

Abstrak. Pengaruh Promosi, Kepercayaan dan Kesadaran Merek Terhadap Keputusan Nasabah Menggunakan Produk Tabungan Haji (Mabrur) Bank Syariah Mandiri KCP. Sawangan Kota Depok. Tujuan dari penelitian ini adalah untuk melihat pengaruh promosi, kepercayaan dan kesadaran merek terhadap keputusan nasabah menggunakan produk tabungan haji (mabrur) studi kasus Bank Syariah Mandiri KCP. Sawangan Kota Depok. Penelitian ini menggunakan purposive sampling dengan 100 responden yaitu nasabah yang menggunakan produk tabungan haji (mabrur). Data yang diolah dalam penelitian ini menggunakan analisis regresi linear berganda. Berdasarkan hasil, diperoleh persamaan regresi: 2.515 + 0.189X1 + 0.359X2 + 0.149X3 + e, berdasarkan analisis data statistik, indikator dalam penelitian ini valid dan variabel reliabel. Dalam uji asumsi klasik, tidak terjadi multikolinieritas dan heteroskedastisitas, serta data berdistribusi normal.Hasil penelitian menunjukkan bahwa secara parsial dan simultan variabel kualitas promosi, kepercayaan dan kesadaran merek berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci: Promosi, Kepercayaan, Kesadaran Merek dan Keputusan Pembelian. Abstarct. Effect Promotion, Trust and Brand Awareness Decision On Savings Products Customers Using The Hajj (Mabrur) Bank Syariah Mandiri KCP. Sawangan Kota Depok. The purpose of this study was to observe the effect of promotions, trust and brand awareness of the customer's decision to use a savings product Hajj (mabrur) case studies of Bank Syariah Mandiri KCP. Sawangan. This study using purposive sampling of 100 respondents, customers who use the product hajj savings (mabrur). The processed data in this study using multiple linear regression analysis. Based on the results, regression equation: 2,515 + 0.189X1 + 0.359X2 + 0.149X3 + e, based on statistical data analysis, indicators in this study is valid and reliable variable. In the classical assumption, does not happen multikolinieritas and heteroskedastisitas, as well as the normal distribution of data. The results showed that partial and simultaneous sale of variable quality, trust and brand awareness significantly influence purchasing decisions. Keywords: Promotions, Trust, Brand Awareness and Purchase Decision.

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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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BRAND VALUE OF PUBLIC UNIVERSITIES IN HO CHI MINH CITY, VIETNAM

The EUrASEANs: journal on global socio-economic dynamics ◽

10.35678/2539-5645.6(19).2019.59-71 ◽

2019 ◽

pp. 59-71

Author(s):

Tran Huu Ai ◽

Le Thị Minh Nguyen ◽

Pham Thi Chieu My

Keyword(s):

Brand Loyalty ◽

Healthcare Services ◽

Ho Chi Minh City ◽

Brand Awareness ◽

Brand Value ◽

Services Sector ◽

Brand Building ◽

Brand Association ◽

Brand Reputation

The brand and brand building are extremely important and have a long-term meaning for all organizations. Concerns about branding have first started to rise in the field of tangible products but then gradually shifted to the services sector. The intangible nature of a service makes consumers rely on brand elements more when assessing the quality and deciding to buy. Many types of services need to rely on brand reputation so that to attract customers, for example, healthcare services, counseling, and education. The influencing factors here are the factors that together make up brand value according to the model by Aaker (1991), which includes brand awareness, perceived quality, brand association, and 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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Impacts from region-of-origin labeling on consumer product perception and purchasing intention – Causal relationships in a TPB based model

Food Quality and Preference ◽

10.1016/j.foodqual.2015.06.002 ◽

2015 ◽

Vol 45 ◽

pp. 149-157 ◽

Cited By ~ 18

Author(s):

Bettina A. Lorenz ◽

Monika Hartmann ◽

Johannes Simons

Keyword(s):

Consumer Product ◽

Causal Relationships ◽

Region Of Origin ◽

Purchasing Intention ◽

Product Perception

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Measurement of Brand Awareness and Brand Loyalty of Goldstar Shoes

Management Dynamics ◽

10.3126/md.v21i1.26994 ◽

2020 ◽

Vol 21 (1) ◽

pp. 5-12

Author(s):

Kailash Patendra Amatya

Keyword(s):

Research Design ◽

Brand Loyalty ◽

Study Data ◽

Pricing Strategy ◽

Brand Awareness ◽

Primary Data ◽

Purchase Decision ◽

Design Data ◽

Customer Base ◽

Descriptive Research

The purpose of this study is to measure the degree of brand awareness and brand loyalty of Goldstar shoes among Nepalese consumers. The study has adopted descriptive research design. Data in the study are collected from primary data. A total of 70 respondents participated in this study. Data were analyzed using various tools such as tables and figures to draw the conclusion. The findings show that majority of consumers are aware about Goldstar shoes and associate them with durability, comfort and price attributes. However, this familiarity is not able to influence the purchase decision of consumers. The manufacturers should manufacturer footwear in various designs and styles using better materials that ensure comfort and durability to consumers along with maintaining reasonable pricing strategy to have a strong customer base loyalty.

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Male And Female Influence On Hypermarket Brand Equity

International Business & Economics Research Journal (IBER) ◽

10.19030/iber.v7i9.3288 ◽

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.

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Pengaruh brand image, brand awareness, dan kualitas produk terhadap keputusan pembelian produk planet popcorn pada mahasiswa fakultas ekonomi universitas tarumanagara jakarta

Jurnal Ekonomi ◽

10.24912/je.v20i3.308 ◽

2018 ◽

Vol 20 (3) ◽

Author(s):

Sanny Ekawati ◽

Yoga Aryadirda

Keyword(s):

Regression Analysis ◽

Data Analysis ◽

Data Collection ◽

Product Quality ◽

Sampling Method ◽

Brand Image ◽

Brand Awareness ◽

Purchase Decision ◽

Sampling Frame ◽

Convenience Sampling

This study was conducted to investigate the effect of brand image, brand awareness, and product quality on the consumer’s purchase decision. The population of this research were students of Tarumanagara University in Jakarta. The sampling frame was limited to those of the Economic Faculty. The non-probabilistic convenience sampling method was used in this research. The method of data collection was conducted by distributing questionnaires to 100 respondents. The technique of data analysis used was the multiple regression analysis. The findings of this research showed that purchase decision is positively and significantly affected by brand image, brand awareness, and product quality.

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