Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association Brand Preference dan Purchase Intention

Authors

  • Ngurah Bagus Angga Primanda Kusuma Universitas Pendidikan Nasional
  • I Putu Miartana Universitas Pendidikan Nasional

DOI:

https://doi.org/10.38043/jmb.v15i2.595

Keywords:

brand awareness, perceived quality, brand loyalty, brand association of brand preference, purchase intention

Abstract

ABSTRACT

The goal of this research is to analyse the influence of brand awareness, brand loyalty, perceived quality, yet brand association to brand preference and Purchase Intention. The design of this research is quantitative, ie the relationship of causality between variables. The study was conducted at Ungasan Clifftop Resort. Data collection techniques used questionnaires to 108 consumers Ungasan Clifftop Resort. Data were analyzed by data analysis technique Structure Equation Modeling with AMOS program. The result of research shows 1) the influence of latent variable of brand awareness to latent variable of brand preference is positive, 2) latent variable of brand loyalty to latent variable of brand preference is positive, 3) latnt variable of perceived quality to ltent brand preference variable is significantly positive, 4) the affect of latent brand association variable to latent variable of brand preference is positive, 5) influence of latent variable of brand awareness to latent variable purchase itention is positive, 6) influence of latent variable of brand loyalty to latent variable purchase itention is positive the latent variable perceived quality to latent variable purchase itention is positive, latent attribute brand association (x4) to latent variable purchase itention is positive, 9) influence of latent brand preference variable to latent variable purchase itention is positive.

References

Aaker, D.A. (1996). Building strong brands. NewYork: Free Press.

Arvianti, D. (2004). Analisis Beberapa Faktor yang Mempengaruhi loyalitas Konsumen Produk Rokok Djarum Super (Survey di Kecamatan Pasar Kliwon Surakarta).

Deni, W. (2016). Pengaruh Brand Awareness, Perceived of Service, terhadap Brand Preference dalam Meningkatkan Minat Menabung Kembali pada Bank Pembangunan Daerah Jawa Tengah.

Edi, P. (2014). Preferensi Merek Sebagai Pemediasi Pengaruh Kesadaran Merek dan Asosiasi Merek terhadap Loyalitas Konsumen, Universitas Brawijaya.

Farela, D., and Darma, G.S. (2014). Celebrity Endorser, Daya Tarik Iklan, Brand Awareness dan Brand Attitude, Jurnal Manajemen & Bisnis, 11 (1): 35-47.

Heryadi, P.C. Pengaruh Brand Awareness terhadap Purchase Intention produk aksesoris computer merek Kensington pada CV Kasindo Pratama, Universitas Binus, Jakarta.

Hellier, P. K., G. M. Geursen, R. A. Carr., and J. A. Rickard. (2003). Customer Repurchase Intention: A general structural equation model, European Journal of Marketing, 37, (11/12): 1762-1800.

Humdiana. (2005). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha, Diponegoro Journal of Marketing Management, 12 (1).

Istiyono. (2007). Analis Pengaruh Ekuitas Berbasis Pelanggan Telkomnet Instan Terhadap Minat Pembelian Telkomnet Speedy, Jurnal Ekonomi, 2, Universitas Gunadarma.

Kotler, P. (1994). Manajemen Pemasaran, Analisis, Perencanaan, Implementasi, dan Pengendalian, Edisi ke-4 , Alih bahasa Jaka Wasana. Jakarta: Erlangga.

Kotler, P., and Armstrong, G. (2004), Principles of Marketing, Tenth Edition. New Jersey: Pearson Prentice Hall.

Kotler, P., and Keller L. (2009). Manajemen Pemasaran. Jakarta: Airlangga.

Melodie, R., and Kim Y. (2012). Predicting Purchase of Eco Beauty Products: A Qualitative Meta Analysis, Atlantic Marketing Association.

Naidoo, R., and A. Leonard. (2007). Perceived usefulness, service quality and loyalti incentiveness, S afr J Buss Manage.

Nesia, A., and Darma, G.S. (2015). Diversification Analyzes the Concept of Branding and Promotion to Company Performance, Jurnal Manajemen & Bisnis, 12 (2): 125-171.

Odin, Y.N. (2001). Conceptual and Operational Aspects of Brand of Loyalty: An Empirical Investigation, Journal of Business research, 53: 75-84.

Osselaer, S.M.J.V., and Alba, J.W. (2000). Consumer Learning and Brand Equity, Journal of Consumer Research, 27: 1–16.

Pieters, R., and Warlop, L. (1998). Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation.

Rangkuti, F. (2002). The Power of Brand; Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek. Jakarta: PT Gramedia Pustaka Utama.

Sanjaya E. (2013). Pengaruh Brand Equity terhadap Purchase Intention melalui Brand Preference pada PT. Sunlife Financial di Surabaya, Universitas Katolik Widya Mandala, Surabaya.

Santoso, F.D. (2010). Studi Tentang Loyalitas Merek (Kasus Pada Shampo Sunsilk Di Kota Semarang), Tesis, Program Program Pasca Sarjana, Universitas Diponegoro Semarang.

Simamora, B. (2002). Aura Merek: 7 Langkah Membangun Merek yang Kuat. Jakarta: PT Gramedia Pustaka Utama.

Spais, G. S., and K. Vasileiou. (2006). Path Modeling The Antecedent Factors To Consumer Repurchase Intentions For Advanced Technological Food Products: Some Correlations Between Selected Factor Variables, Journal of Business Case Studies, 2 (2), Second Quarter.

Ulin, N. (2012). Pengaruh Brand Equity Terhadap Keputusan Pembelian Konsumen Outlet Rabbani Jepara”, dilihat 16 January 2017, http://eprints.walisongo.ac.id/737/

Widana, I.W., and Darma, G.S. (2018). Branding Denpasar Smart City Guna Meningkatkan Kunjungan Wisatawan, Jurnal Manajemen & Bisnis, 15 (1): 176-199.

Winda, A., Lestari, R., and Kardinal. (2015). Pengaruh Brand Equity Terhadap Minat Pembelian Ulang Pada Restaurant D’Cost Di Palembang Square”, dilihat 16 januari 2017, http://eprints.mdp.ac.id/1398/1/jurnal.pdf.

Downloads

Published

2018-04-30

How to Cite

Angga Primanda Kusuma, N. B., & Miartana, I. P. (2018). Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association Brand Preference dan Purchase Intention. Jurnal Manajemen Bisnis, 15(2), 100-119. https://doi.org/10.38043/jmb.v15i2.595

Issue

Section

Articles