Pengaruh Asosiasi Merek Terhadap Keputusan Pembelian Dengan Kesadaran Merek Sebagai Variabel Intervening
Abstract
The research was aimed at determining the influence of brand awareness in mediating the relationship between brand associations toward buying decision. The research methods applied were associative descriptive and cluster sampling method by spreading out online questionnaires to 385 students who were Oppo users in Sukabumi city. The technique of analyzing data used in the research was Structural Equation Modeling (SEM) with the help of data tabulating software IBM SPSS AMOS 24. The results of the research show that brand association influence significantly toward brand awareness, brand awareness influences positively and significantly toward buying decision, and brand awareness mediates the relationship of brand awareness toward buying decision.
Keywords: Brand Association, Brand Awareness, Buying Decision
References
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Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Anita, T. L., & Ardiansyah, I. (2019). THE EFFECT OF BRAND AWARENESS , BRAND IMAGE , AND MEDIA COMMUNICATION ON PURCHASE DECISION IN THE CONTEXT OF URBAN AREA RESTAURANT. Journal of Business and Entrepreneurship, 7(November), 40–50.
Aristyani, I. A. R., & Yasa, N. N. K. (2013). PERBANDINGAN BRAND EQUITY PRODUK SHAMPOO MEREK SUNSILK DENGAN MEREK PANTENE. 15(2), 179–189. https://doi.org/10.9744/jmk.15.2.179-190
BILGILI, B., & OZKUL, E. (2015). BRAND AWARENESS , BRAND PERSONALITY , BRAND LOYALTY AND CONSUMER SATISFACTION RELATIONS IN BRAND POSITIONING STRATEGIES. Journal of Global Strategic Management, 9(2), 89–106. https://doi.org/10.20460/JGSM.2015915576
Ekhveh, A., & Darvishi, Z. A. (2015). The Impact of Brand Awareness on Repurchase Intention of Customers With Trilogy of Emotions Approach. Mathematics in Engineering, Management and Technology, 3(4).
Ferdinand, P. D. A. (2014). Metode Penelitian Manajemem Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen (5th ed.). Penerbit Universitas Diponegoro.
FITRI, R. N. (2020). PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN YANG DI MODERASI GREEN MARKETING (Studi Pada Konsumen KFC di Kota Malang).
Gunawan, L., Haryono, S., & Andreani, F. (2021). SOCIAL MEDIA INFLUENCER , BRAND AWARENESS , AND PURCHASE. 23(1), 18–26. https://doi.org/10.9744/jmk.23.1.18
Keller, K. L. (2016). “Reflections on customer-based brand equity: perspectives, progress, and priorities.†AMS Review. https://doi.org/doi: 10.1007/s13162-016-0078-z
Kertajaya, H. (2010). Brand Operation. Esensi Erlangga Grup.
Khoirunnisa. (2020). IDC: Top 5 Vendor Smartphone di Indonesia Q3-2020. Selular.ID. https://selular.id/2020/11/idc-top-5-vendor-smartphone-di-indonesia-q3-2020/
Kotler, P., & Keller, K. L. (2016). Marketing management. In Marketing Management (Vol. 18, Issue 2). Pearson Education. https://doi.org/10.4324/9781315842783-16
Mulyani, T., Ramdan, A. M., & Samsudin, A. (2020). MENGUKUR LOYALITAS KONSUMEN MELALUI EKUITAS MEREK PADA PRODUK KOSMETIK. Ekobis Dewantara, 3.
Muzammil, M., Rachma, N., & Rizal, M. (2021). Pengaruh Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty Terhadap Keputusan Pembelian Iphone (Studi Kasus Pada Mahasiswa Fakultas Kedokteran Universitas Islam Malang). E – Jurnal Riset Manajemen, 14–29.
Pusparisa, Y. (2020). “Pengguna Smartphone diperkirakan Mencapai 89% Populasi pada 2025 | Databoks.†Https://Databoks.Katadata.Co.Id/.
Ramadhani, A. (2019). “Kira-kira bagaimana sih sejarah perkembangan ponsel pintar yang kita pakai saat ini?†Brilio.Net.
Ramdan, A.M., Rahayu, A., Hurriyati, R., & Sultan, M. A. (2020). The role of brand equity in making decisions to choose higher education for new middle-class students. In Advances in Business, Management and Entrepreneurship (pp. 25–27). CRC Press. https://doi.org/10.1201/9780429295348-6
Ramdan, Asep Muhamad, Rahayu, A., Wibowo, L. A., & Dirgantari, P. D. (2021). The effect of uniqueness and student’s experience in improving university image: Empirical study at private universities in Indonesia. Management Science Letters. https://doi.org/10.5267/j.msl.2020.9.034
Ratnasari, A. D., & Harti. (2016). PENGARUH KUALITAS PRODUK, HARGA, LOKASI, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI DJAWI LANBISTRO COFFEE AND RESTO SURABAYA.
Rukmawan, M. R., & Sisilia, K. (2019). PENGARUH BRAND AWARENESS , BRAND ASSOCIATION , PERCEIVED QUALITY DAN BRAND LOYALTY TERHADAP PROSES KEPUTUSAN PEMBELIAN ( STUDI DI DISTRIBUTION STORE UNKL347 BANDUNG ) THE INFLUENCE OF BRAND AWARENESS , BRAND ASSOCIATION , PERCEIVED QUALITY AND BRAND LOYAL. E-Proceeding of Management, 6(1), 975–998.
Schiffman, L. G., & Kanuk, L. (2010). Consumer Behaviour (10 ed). Pearson Prentice Hall.
Selfia, P. P. (2019). PENGARUH CITRA MEREK, ATRIBUT PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN OPPO SMARTPHONE DI TOKO JAKARTA PONSEL PONOROGO. Jurnal Ilmiah Manajemen Kesatuan.
Setiawati, E., & Tyas, A. A. W. P. (2015). PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN TELEVISI SAMSUNG DI PERUMAHAN VILLA GRAND TOMANG TANGERANG. 978–979.
Tjiptono, F. (2014). Pemasaran Jasa – Prinsip, Penerapan & Penelitian. Penerbit Andi.
Tjiptono, F. (2015). Strategi Pemasaran. In Yogyakarta: Andi.
Topbrand-award.com. (2020). Top Brand Index. In Www.Topbrand-Award.Com.
Widyaningrum, P. W. (2018). Pengaruh Label Halal, Asosiasi Merek, Iklan, dan Celebrity Endroser terhadap Keputusan Pembelian (Survei Pada Konsumen Wardah Di Malang). 1(2).
Published
2022-06-19
Section
Articles
