Effect of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchasing Decision: Case Study on ACE Hardware Indonesia Consumers

Abstract

This research aims to determine and analyze whether there is a significant effect both simultaneously and partially among brand equity variables represented by brand awareness, brand association, perceived quality, and brand loyalty on the purchasing decision of products being sold at ACE Hardware Indonesia. Samples were taken by using convenience sampling method through online form. Data analysis was performed by using multiple regression techniques. Results of the hypothesis test obtained that simultaneously all brand equity variables have a significant effect, but partially the results are varied. Brand awareness and brand association have no significant effect, while perceived quality and brand loyalty have a significant effect on purchasing decisions.

The Role of Brand on Educational Institution

“…Based on the results, the correlation between variables has the same level of relationship, which is at the level of a strong positive relationship because the three correlations are in the coefficient interval between 0.60-0.799. This is in accordance with the theoretical basis that has been obtained in which brand awareness, brand association and perceived quality are related (Sugiyono, 2017;Heryanto & Triwibowo, 2018;Widjaja, 2019).…”

“…Finally, consumers who have been able to recognize the brand or have knowledge of the brand are then able to identify the brand, and the SMKN 1 Cianjur brand is seen to have a good quality perception, so they will be able to influence the student's decision-making process in choosing SMK as an advanced school at the upper level. The results obtained are in accordance with the empirical findings by Chena et al (2019), Pandiangan et al (2021), Wasil (2017, Perera & Dissanayake (2013), Vazifehdoost &Negahdari (2018), andWidjaja (2019). These studies indicate that there is a positive and a significant influence between brand awareness, brand association, and perceived quality on the decision-making process of students in choosing SMK as a secondary school at the top level.…”

“…Finally, the results on the Adjusted R-Square are interpreted as the form of the adjusted R 2 value, which is 0.693 or 69.3 percent. The results of this study are the same as the results of previous studies, although it was carried out at a different locus where brand awareness, brand associations, and perceived quality have an influence on the decision-making process (Perera & Dissanayake, 2013;Rantung et al, 2014;Vazifehdoost & Negahdari, 2018;Wasil, 2017;Widjaja, 2019).…”

“…The results of previous research found that brand awareness has a strong influence on brand choice in the context of consumers deciding to buy (Chen et al, 2018;Macdonald & Sharp, 2000); brand association has a positive influence on consumer choosing decisions, willingness to buy and recommend them to others (Marques et al, 2020;Río et al, 2001); and perceived quality influences purchasing decisions both partially and simultaneously (Pandiangan et al, 2021;Rantung et al, 2014). Furthermore, brand awareness and brand association are related and are able to influence the decision making process positively and significantly (Perera & Dissanayake, 2013;Vazifehdoost & Negahdari, 2018;Wasil, 2017); brand awareness and perceived quality either partially or simultaneously have a positive and significant influence on the decision making process (Perera & Dissanayake, 2013;Rantung et al, 2014;Widjaja, 2019); and, perceived quality and brand associations have a positive influence (Chena et al, 2019;Rantung et al, 2014) and simultaneously significant to the decision making process (Hasanah & Mudiantono, 2008;Widjaja, 2019).…”

The Branding Impact on Charity Product Marketing Communication

“…Based on the t-test result, it reveals that the brand awareness is one of the variables that has no significant effect toward the purchase intention on YoI shoes. This finding is consistent with another research finding addressed that the brand awareness is not directly influenced the purchase intention of ACE Hardware products (Widjaja, 2019). Another study also mentions that awareness has no significant effect towards the purchase intention for a candy product (Suryadi, 2015).…”