Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee di Sumatera Barat)

Ariani, Fatma; Prinoya, Rangga Wenda

doi:10.37195/jtebr.v3i1.75

Cited by 2 publications

(2 citation statements)

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“…Furthermore, the results indicate that brand image has a positive and significant impact on consumer purchase decisions. This finding is consistent with previous studies (Djatmiko & Pradana, 2016;Raj & Roy, 2015;Ariani & Prinoya, 2021). In everyday life, consumers generally purchase products from brands with positive images.…”

Section: Discussionsupporting

confidence: 92%

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

Yahya,

Nuryakin,

Handayani

2024

IJSSHR

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The evolution of marketing, from traditional approaches to Marketing 4.0, has shifted the focus towards consumer behavior and advocacy. In this digital era, consumer empowerment and the significance of peer recommendations have reshaped marketing strategies. This study aims to investigate the relationships between brand awareness, brand image, consumer purchasing decisions, and customer advocacy behavior, with a specific focus on Kapal Api coffee consumers. Customer Advocacy Behavior, defined as consumer recommendations strengthening a brand, gains prominence in Marketing 4.0. Distinct from influencers, brand heroes advocate based on positive brand experiences. The study aligns with the 5A model, emphasizing the role of customer advocacy after the purchase decision. The research adopts a descriptive survey approach, utilizing a quantitative design. The sample consists of 258 Kapal Api coffee consumers, and data is collected through online surveys. The study applies Structural Equation Modeling (SEM) for data analysis. The analysis reveals significant positive relationships between brand awareness, brand image, purchasing decisions, and customer advocacy behavior. The study highlights the pivotal role of brand awareness and image in shaping consumer decisions and influencing post-purchase advocacy behavior. In conclusion, the research contributes valuable insights into the dynamics of brand awareness, brand image, purchasing decisions, and customer advocacy behavior within the context of Kapal Api coffee consumers. The findings emphasize the importance of cultivating strong brand awareness and a positive brand image to enhance consumer engagement and advocacy.

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Section: Discussionsupporting

confidence: 92%

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

Yahya,

Nuryakin,

Handayani

2024

IJSSHR

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“…Asosiasi dapat mengambil banyak bentuk dan mencerminkan karakteristik dan aspek produk. Brand image (citra merek) juga berkaitan dengan kepercayaan dan persepsi konsumen terhadap merek (Ariadi et al, 2016) Persepsi konsumen terhadap produk berdasarkan citra merek. Semakin tinggi citra merek, semakin tinggi kualitas dan nilainya.…”

Section: Brand Imageunclassified

Pengaruh Social Media Marketing dan Brand Image Terhadap Kepuasan Pelanggan Cititrans Bandung

Yayu Rahayu,

Adi Suparwo,

Famati Gulo

2022

BMB

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This study aims to determine the effect of social media marketing and brand image on customer satisfaction Cititrans Bandung. This research uses descriptive and verification research methods with a quantitative approach. The object of this research is Cititrans Bandung service users with a sample of 100 people. The sampling technique used in this study is a non- probability sampling method with a purposive sampling technique. Statistical analysis of the data used in this study is multiple linear regression analysis using IBM SPSS statistics 25. The results of the study found that social media marketing, brand image and customer satisfaction at Cititrans Bandung were good. There is a significant influence between social media marketing and brand image simultaneously on customer satisfaction at Cititrans Bandung. There is a significant influence between social media marketing partially on customer satisfaction at Cititrans Bandung. There is a significant influence between brand image partially on customer satisfaction at Cititrans Bandung. This research is different from other researchers because there are no other researchers who specifically examine social media marketing and brand image on customer satisfaction at Cititrans Bandung. of the social media marketing variable has a greater value and influence than the brand image variable.

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Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee di Sumatera Barat)

Cited by 2 publications

References 0 publications

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

Pengaruh Social Media Marketing dan Brand Image Terhadap Kepuasan Pelanggan Cititrans Bandung

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