Pengambilan Keputusan Pembelian Produk   berdasarkan Ekuitas Merek

Rahayu Mardikaningsih; Arif Rachman  Putra

Authors

Rahayu Mardikaningsih Fakultas Ekonomi Universitas Mayjen Sungkono
Arif Rachman Putra Universitas Mayjen Sungkono

Keywords:

brand awareness, brand association, perceived quality, brand loyalty, brand equity, purchasing decisions

Abstract

Brand equity is a manifestation of the strength of a brand and is an important contributor to influencing and directing consumer behavior towards the purchasing decision-making process. A high level of brand equity presents a high opportunity for consumers to choose from. This type of research used in this research is explanatory research methods. This study intends to explain the relationship in the form of the influence of independent variables on the dependent variable. The sampling method uses accidental sampling technique. With 100 respondents set. The conditions set as respondents are people who have bought Bango soy sauce. The research area was conducted in the city of Surabaya. The purpose of this study is to determine the forming variables of brand equity have a significant influence on consumer behavior in determining the purchasing decision of Bango soy sauce. The results showed that brand awareness had a significant effect on purchasing decisions; brand associations significantly influence purchasing decisions; perceived quality has a significant effect on purchasing decisions; brand loyalty has a significant effect on purchasing decisions; and brand equity has a significant effect on purchasing decisions.

References

Aaker, David A. (1997). Managing Brand Equity. Capitalizing on the Value of a Brand Name. New York. Free Press.

Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-20.

Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-42.

Assael, H. (1998). Consumer behavior and marketing Action, 6th ed. Cincinnati, Ohio: South-Western.

Alfionita, Mei, Cindy., Suharyono., & Edy, Yulianto. (2016). Pengaruh Ekuitas Merek terhadap Keputusan Pembelian (Survey pada Pembeli Oppo Smartphone di Counter Handphone MATOS). Jurnal Administrasi Bisnis. Vol.36, No.1, 178-185

Darmawan, D. (2004). Ekuitas Merek Berbasis Pelanggan, Jurnal Ekonomi-Manajemen Purna Iswara, Vol.3 No.2 Desember, 77-91

Darmawan, D. (2005). Ekuitas Nilai dan Ekuitas Merek: Anteseden Respon Perilaku Konsumen, Jurnal Media Komunikasi Ekonomi dan Manajemen, Vol 4 No. 1, 59-65

Darmawan, D. (2011). Pengantar Manajemen Merek. Metromedia, Surabaya

Darmawan, D. (2014). Perilaku Konsumen. Metromedia, Surabaya.

Deighton, J., Henderson, C.M., & Neslin, S.A. (1994). The Effects of Advertising on Brand Switching and Repeat Purchasing. Journal of Marketing Research, 16, 28-43.

Engel, J. F. Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.) New York: Dryden Press.

Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The Effect of Store Name, Brand Name, and Price Discounts on Consumer’s Evaluations and Purchase Intentions. Journal of Retailing, 74(3), 331-352.

Hariani, M., D. Darmawan, R. Mardikaningsih. (2019). The Effect of Endorser Celebrity, Attitude Toward to Ads, and Brand Attitude on Purchase Intention, Relasi - Jurnal Ekonomi, Vol.15 No.2 Juli, 263-276

Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for A Common Repeat-Purchase Product. Journal of Consumer Research,17(2), 141-148.

Iskandar, Mochamad. & D. Darmawan. 2003. Strategi Pemasaran, IntiPresindo Pustaka, Bandung

Janiszewski, C., & Van Osselaer, M. J. (2000). A Connectionist Model of Brand-Quality Associations. Journal of Marketing Research, 37(3), 331-350.

Jin, Yoo, Sung & Young, Jae, Chang. (2005). An Exploratory Research on the Store Image Attributes Affecting its Store Loyalty. Seoul Journal of Business. Vol.1, No.1.

Khasanah, Hikmahtul, Setya Arum, D. Darmawan. 2010. Pengantar Manajemen Bisnis, Spektrum Nusa Press, Jakarta

Kotler, Philip, & Gary Armstrong. (2012). Prinsip-prinsip Pemasaran. Edisi 13. Jilid 1. Erlangga, Jakarta.

Kotler, Philip & Kevin L. Keller. (2009). Manajemen Pemasaran. Jilid 1. Edisi 11. Terjemahan oleh. Jakarta: Pearson Education Asia dan Prenhalindo.

Lukman, Marco, Dirgahadi. (2014). Analisis Pengaruh Ekuitas Merek terhadap Keputusan Pembelian dan Kepuasan Konsumen Produk Teh Botol Sosro Kemasan Kotak. Jurnal Administrasi Bisnis. Vol.10, No.1, 64-81.

Lamb, Charles, W., Joshep, F., & Carl McDaniel. (2001). Pemasaran. Edisi pertama. Salemba Empat. Jakarta.

Macdonald, E. K., ? Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for A Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48, 5-15.

Mardikaningsih, R., D. Darmawan, S. Arifin, M. Hariani. (2019). Upaya Memperkuat Citra Ramayana Departemen Toko Melalui Promosi Penjualan dan Periklanan, Akuntabilitas Jurnal Ilmiah Ilmu-ilmu Ekonomi, Vol.12, No.1 Juni, 59-71

Mowen, J. C., & Minor, M. (2001). Consumer Behavior: A Framework (2nd ed.). Upper Saddle River, New Jersey: Prentice-Hall.

Percy, Larry & Rossiter, John R. (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology & Marketing, Vol. 9, No. 4, 263-274.

Schiffman, Leon.G. & Leslie Lazar Kanuk. (2007). Perilaku Konsumen. Edisi Ke-7. Diterjemahkan oleh Zoelkifli Kasip. PT. Indeks, Jakarta.

Shimp, Terence. A. (2003). Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran.Terpadu, Jilid I edisi 5, Jakarta: Erlangga.

Tseng, Y. M., Liao, B. C., & Jan, Y. S. (2004). The Study of Relation between Product Value, Brand Trust, Brand Affect and Brand Loyalty. Journal of Business Administration, 61, 29-50.

Winatapradja, Nabila. (2013). Ekuitas Merek Pengaruhnya terhadap Keputusan Pembelian J. Co Donuts & Coffee Di Manado Square. Jurnal EMBA Vol. 1 No.3, 958-969.

Wiastuti, Rachel, Dyah., & Sarah, Kimberlee. (2018). Pengaruh Ekuitas Merek terhadap Keputusan Pembelian di Simetri Coffee Roaster Puri. Jakarta. Jurnal Pariwisata. Vol.5, No.2, 133-146.

Yoo, Boonghee., Naveen & Lee, Sungho. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science. Vol.1, 195-211.