Variable Brand Image Research Articles

Pengaruh Kualitas Pelayanan Dan Brand Image Terhadap Minat Beli Jasa PT Pos Indonesia

This study aims to determine the effect of service quality and brand image on interest in buying services. The object of this research is the customer of PT Pos Indonesia Sekejati Bandung. Researchers conducted research with survey methods, namely data collection by distributing questionnaires. The researcher concludes that this study aims to test the established hypothesis, namely how much influence the independent variables, namely service quality and brand image have, then the dependent variable is interest in buying services. This research was conducted on 100 respondents using a quantitative approach. Analysis of the data used is regression analysis which is processed with the SPSS 26 application. The sampling technique in this study uses a non-probability sampling method with a purposive side technique that is with a specific purpose. The results of this study indicate that the description of the variables of service quality, brand image, and interest in buying services is included in the good category. Then by t test (partial) there is a significant influence between service quality on interest in buying services, and brand image on interest in buying services. as well as the f test (simultaneously) the two independent variables, service quality and brand image have a concurrent effect on the dependent variable of interest in buying services.

The Influence of Brand Image and Brand Trust on Purchase Decisions Through Consumer Trust as Intervening Variables in N'cip Roti

The fierceness of today's business battles requires business actors to be able to win the competition to achieve the goals that have been planned. Therefore, they must know what factors can influence consumer purchasing decisions. Brand image, brand trust and consumer trust are factors that can influence purchasing decisions. The research aims to determine the effect of brand image and brand trust on purchasing decisions through consumer trust as an intervening variable in N'cip Roti. The research was conducted by distributing questionnaires via Google form to consumers. The population in this study are consumers who make purchases at N'cip Roti. The sample of this research is 80 with purposive sampling technique. Data analysis techniques using SmartPLS 3.2.9. The results of this study indicate that the brand image variable has no effect on purchasing decisions, brand trust has an effect on purchasing decisions, consumer trust has an effect on purchasing decisions, brand image has no effect on purchasing decisions through consumer trust, brand trust has an effect on purchasing decisions through consumer trust in N’cip Roti.

Analisis Citra Merek, Periklanan dan Word of Mouth terhadap Keputusan Pembelian Kosmetik Wardah

The purpose of this research is to find out whether the brand image. Advertising, word of mouth has an effect on purchasing decisions on buying wardah cosmetics. The population in this study were 100 case study respondents from students majoring in management at the University of Semarang and were included in the sample of this study. The research method to be carried out is quantitative research. The type of data used is primary data. Methods of data collection using questionnaires and documentation. The analysis technique used is the validity and reliability test, the classical assumption test (normality test, multicollinearity test and heteroscedasticity test), t test, F test and the coefficient of determination (R2). Test the hypothesis of this study with the help of SPSS version 23. The results of this study indicate that partially there is no effect between brand image variables and purchasing decision variables on wardah cosmetics, there is a significant positive effect between advertising variables and purchasing decision variables on purchasing wardah cosmetics, and there is significant positive effect between the word of mouth variable and the purchase decision variable on the purchase of wardah cosmetics. in the simultaneous test of brand image, advertising and word of mouth variables have a significant effect on purchasing decisions. In the determination test it is known that the purchase decision variable can be explained by the independent variable of 76.3% and the rest is explained by other variables outside the model

Pengaruh Kualitas Pelayanan, Citra Merek Dan Persepsi Harga Kartu Prabayar IM3 Terhadap Kepuasan Pelanggan Di Jakarta Pusat

This study aims to determine Service Quality, Brand Image and Price Perception of IM3 Prepaid Card on Customer Satisfaction in Central Jakarta. The data analysis technique uses Multiple Linear Regression Analysis and uses the SPSS version 21 program. The results show that there is an influence between Service Quality (X1) on Customer Satisfaction (Y) based on t count 3.769 > t table 1.660 and sig value 0.000 < 0.050. For variable Brand Image (X2) has a positive and significant effect on Customer Satisfaction (Y) based on t count 4.339 > t table 1.660 and sig value 0.000 <0.050. For the price perception variable (X3) on customer satisfaction (Y) based on t count -1.109 > t table 1.660 and sig value 0.027 < 0.050. Partially or simultaneously have a strong influence among the three most significant variables is the variable Brand Image (X2) of 0.000. Among the three variables whose results are significant are the Brand Image (X2) variable with a t-count value of 4.339 > t table 1.660 and a sig value of 0.000 <0.050, and the Service Quality variable (X1) with a t-count value of 3.769 > t-table 1.660 and a sig value of 0.000 < 0.050. The results of this study expect the better the brand image of the IM3 Prepaid Card in the eyes of consumers, the higher customer satisfaction can increase Brand Image (X2) and Service Quality (X1) which can support customer satisfaction. 
 Keywords: Service Quality, Brand Image, Perceived Price, Customer Satisfaction

The Influence of Brand Image and Product Quality to Converse Shoe Purchasing Decisions (Study on UPN "Veteran" East Java Students)

This study aims to determine the effect of brand image on the decision to purchase Converse shoes for the study of UPN "Veteran" East Java students and the effect of product quality on the purchase decision for Converse shoes for the study of UPN "Veteran" students in East Java. The population in this study was East Java UPN "veteran" students. The sample in this study used the Likert formula and found the results of 100 respondents. The method used in this study uses the GForm form. The analysis technique in this study uses PLS (Partial Least Square). The results of this study indicate that the indicator Brand Image variable that has the highest percentage is Converse product details in line with expectations (X1.2) while the Product Quality the indicator variable that has the highest percentage is Converse shoes more attractive than other shoe brands (X2.3). Comparison quality product from brands competitor Shoe Converse done student push student do Buying decision.

ANALISIS PENGARUH CITRA MEREK, KUALITAS LAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI KFC DI TENGGARONG

The purpose of this study was to determine the effect of brand image, service quality and price on purchasing decisions at KFC fast food restaurants in Tenggarong. This type of research used in this research is expalanatory with a quantitative approach. The number of population in this study obtained an average of 486 buyers per day. So the researchers used sampling using the Slovin formula with a = 10%, the sample obtained was 83 respondents. The method used in sampling is non-propability sampling with the type of accidental sampling. Data collection techniques using a questionnaire using multiple linear regression analysis tools using SPSS version 22 software. The multiple linear regression equation obtained in this study is Y = 0.772 + 0.154X1 + 0.147X2 + 0.627X3. The results of this study are the brand image, service quality, and price either simultaneously or together or partially have a positive and significant effect on purchasing decisions at KFC fast food restaurants in Tenggarong. The price variable is the variable that has the most influence on purchasing decisions, seen from the t test results, the price variable has a t count of 7.377, which is greater than the other two variables. The resulting R square value is 0.695, this means that 69.5% of purchasing decisions are influenced by the variables of brand image, service quality and price, while the rest (100% - 69.5% = 30.5%) is influenced by other variables such as promotion and product quality.

Pengaruh Brand Image, Life Style Dan Store Atmosphere Terhadap Konsumen Studi Kepuasan Di Starbuck Citadel Square Ngaliyan Semarang

The purpose of this study was to analyze the influence of lifestyle, brand image, store atmosphere on consumer satisfaction for Starbuck Coffee customers at Citadel Square Ngaliyan Semarang. This type of research uses quantitative methods and the technique used in this research is non-probability sampling with purposive sampling. In addition, the data collection method was carried out using a questionnaire. In the questionnaire, the Likert scale is used to measure the value of the items in the variables. The sample used was 70 respondents. The results of the t test show that the independent variables have a partial or independent effect on customer satisfaction. In this study it is also known that the determinant coefficient (R2) is 0.859 which means 85.9%. consumer satisfaction is influenced by lifestyle, brand image, and store atmosphere variables. Meanwhile, the remaining 14.1% of consumer satisfaction is explained by variables other than lifestyle, brand image, and store atmosphere. Based on the results of this study indicate that brand image, lifestyle, store atmosphere have a positive and significant impact on consumer satisfaction.
 Keywords: brand image, lifestyle and store atmosphere, customer satisfaction, starbuck citadel square

Pengaruh Brand Personality, Brand Love dan Brand Image Terhadap Brand Advocacy

This study aims to find out how brand personality, brand love and brand image influence brand advocacy (a case study on wardah cosmetics reviewers in the female daily forum). By using a quantitative method, data from this study were collected from consumers or users of some think skincare products. The sampling technique used a non-probability sampling technique with purposive sampling category, namely 108 respondents. The analytical method used in this study is data/instrument quality testing, data quality testing and hypothesis testing with the help of smartPLS 3.0 software. The results of this study indicate that there are only 2 independent variables namely brand love, brand image which have a positive and significant effect on brand advocacy. The results of testing the structural model evaluation are the R-Square value of 0.843 or 84.3% of the brand advocacy variable which is influenced by brand personality, brand love and brand image variables. While the remaining 16.7% is influenced by other variables not used in this study.

Effects Of Discounts, Brand Image And In-Store Display Against Impulsive Buying In Fashion Products At Matahari Department Store Bengkulu

The purpose of this study is to analyze the effect of the discount, brand image and in-store display toward impulsive buying at the Matahari Department Store in the Bengkulu City. The data used in this research is the primary data obtained from the questionnaire to the dissemination of the results of the customers of the Matahari Department Store in the Bengkulu City. The sample used in the analysis was 185 respondents. Data analysis method used is descriptive analysis and multiple linear regression analysis. From hypothesis testing retrieved results: first, the discount variable has a positive significant effect on impulsive buying. Its means are, if the discount is good, will be increasing of customers to impulsive buying. Second, the brand image variable has positive and significant effect on impulsive buying. Its means are, if the brand image is good, will be increasing of customers to impulsive buying. Third the in-store display variable has positive and significant effect on impulsive buying. Its means are, if the in-store is good, will be increasing of customers to impulsive buying.
 Keywords: Discount, Brand image, In-store display and Impulsive buying

The Influence of Social Media Marketing on Repurchase Intention: An Empirical Study in the Refill Perfume Shop

The purpose of this study is to examine the influence of social media marketing activities on repurchase intention through the variables of brand awareness, brand trust, and brand image. This research was conducted using the observation method, which involved collecting data through an online questionnaire in the form of a Google Form. The questionnaire was distributed through social media platforms such as WhatsApp, Instagram, and WhatsApp to 200 respondents residing in Jabodetabek, who have purchased and used refillable perfumes. The data obtained were analyzed using structural equation modeling (SEM) with the assistance of the AMOS program. The results of the analysis indicate that social media marketing has been found to be an effective factor in influencing brand awareness, brand trust, and brand image. Additionally, brand awareness has a positive effect on repurchase intention, brand trust has a positive effect on repurchase intention, and brand image has a positive effect on repurchase intention.

Pengaruh Brand Image, Content Creator, dan Social Media Terhadap Keputusan Pembelian

This study aims to find out how the influence of brand image, content creator and social media on purchasing decisions (a case study on skincare somethink). By using a quantitative method, data from this study were collected from consumers or users of some think skincare products. The sampling technique uses a non-probability sampling technique with purposive sampling category, so there are 70 respondents. The analytical method used in this research is data/instrumet quality test, data quality test and hypothesis testing with the help of smartPLS 3.0 software as a tool to analyze this research. The results of this study indicate that all independent variables namely brand image, content creator and social media have a positive and significant effect on purchasing decisions. The results of the structural model evaluation test show the R-Square value of 0.681 or 68.1% of the purchasing decision variable which is influenced by brand image, content creator and social media variables. While the remaining 31.9% is influenced by other variables not used in this study.

ANALISIS PENGARUH BRAND IMAGE, BRAND RESONANCE, DAN BRAND TRUST TERHADAP BRAND LOYALTY PRODUK SEPATU CONVERSE PADA MAHASISWA DI SOLORAYA

The business world in the fashion sector is currently developing rapidly, resulting in increasingly fierce competition. As customers are getting smarter and more demanding, companies must come up with fresh ideas and innovate. Fashion today is increasingly modern, so it makes people try to look more up to date. Especially among students who are very concerned about fashion to look cooler and tidier. The purpose of this study is to analyse the effect of brand image, brand resonance and brand trust on brand loyalty in Converse Shoe products for students in Soloraya. The research method is explanatory research. This research method is quantitative. The population of this study were students in Soloraya who bought and wore Converse brand shoes and the sample of this study were 202 respondents. Non-probability sampling was used as a sampling technique. The data analysis technique in this study used Patrial Least Square (PLS) with the help of SmartPLS software. The results of this study brand image variables have a positive and significant effect on brand loyalty. Brand resonance variables have a positive and significant effect on brand loyalty. The brand trust variable has a positive and significant effect on brand loyalty in Converse Shoes.
 Keywords: Brand Image; Brand Resonance; Shoes

The Influence of Brand Image, Brand Trust and Brand Awareness on Consumer Loyalty at Excel Pet Food at Fish Centre Lamongan

This study aims to determine the influence of Brand Image, Brand Trust and Brand Awareness on Consumer Loyalty on Excel Pet Food at Fish Center Lamongan. The population in this study is all consumers who buy Excel Pet Food at Fish Cenre Lamongan from August to October which is 1,862, and the sample used is 95 respondents. The sample technique uses purposive sampling using the slovin formula. The analysis technique used in this study is linear regression analysis and for hypothesis testing, namely the t test and the F test. Based on the results obtained from SPSS Version 25, it can be concluded from the t test that the variables Brand Image, Brand Trust and Brand Awareness partially have a significant influence on Consumer Loyalty in Excel Pet Food at Fish Center Lamongan, while through the results of the F test, it is known that the variables Brand Image, Brand Trust and Brand Awareness simultaneously have a significant influence on Consumer Loyalty on Excel Pet Food at Fish Center Lamongan.

PENGARUH BRAND IMAGE DAN CUSTOMER SATISFACTION TERHADAP LOYALITAS KONSUMEN

This study aims to determine the effect of Brand Image and Customer Satisfaction on Consumer Loyalty in Purchasing Skecherss for Management Students at Muhammadiyah University of Bengkulu. This research was conducted on Management Students of the University of Muhammadiyah Bengkulu, the population used in this study was Management Students class of 2018 University of Muhammadiyah Bengkulu, the number of samples used was 110 respondents, using incidental sampling technique, namely the number of indicators multiplied by 10. The data that has been collected is processed using the Classical Assumption Test Technique, Multiple Linear Regression Analysis Technique, Coefficient of Determination Analysis (R2), and Partial Test (t-test), Simultaneous Test (f-test). The results of this study indicate that partially the Brand Image variable has a significant effect on the Consumer Loyalty variable, H1 is accepted and Customer Satisfaction has a significant effect on the Consumer Loyalty variable, H2 is accepted. While the Brand Image (X1) and Customer Satisfaction (X2) tests have a significant effect on Consumer Loyalty (Y) of Management Students at Muhammadiyah Bengkulu University so that H3 is accepted. Keywords: Brande Image, Customer Satisfaction and Consumer Loyalty.

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK CANG ENG SPESIAL TALANG BENIH CURUP BENGKULU

This study aims to determine the effect of brand image and product quality on purchasing decisions of Cang Eng Special Talang Benih Curup Bengkulu Coffee Powder. This research was conducted on consumers of Cang Eng Special Powder Coffee Talang Curup Bengkulu, the population used in this study were all consumers who bought Cang Eng Special Powder Coffee Talang Curup Bengkulu. The number of samples used was 120 respondents. The data that has been collected is processed using the Classical Assumption Test Technique, Multiple Linear Regression Analysis Techniques, Analysis of the Coefficient of Determination (R2), and Partial Test (t test), Simultaneous Test (f test). The results of this study indicate that partially the brand image variable has a significant effect on the purchasing decision variable, H1 is accepted and product quality has a significant effect on the purchasing decision variable, H2 is accepted. Meanwhile, the f test of brand image (X1) and product quality (X2) have a significant influence on the purchasing decision (Y) of Cang Eng Special Talang Benih Curup Bengkulu Coffee so that H3 is accepted. The overall significant level is (sig α = 0.000 <0.05). As well as having a regression equation Y = 2.219 + 0.253X1 + 0.608X2. And the coefficient of determination (R2) for the value of R Square is 0.684. Where the coefficient of determination means that together Brand Image and Product Quality make a major contribution in influencing the Purchase Decision of Cang Eng Special Talang Curup Bengkulu Coffee Powder. And the most dominant factor with the largest regression coefficient value is the product quality variable (X2) with a value of 0.608.
 Keywords: Brand image, Product Quality, And Purchase Decision

Pengaruh Citra Merek, Harga dan Social Influence terhadap Minat Beli Produk Hijab Buttonscarves

The purpose of this study is to know how brand image, price and social inequality impact buying hijab scarves. The problem was focused on people who had never bought hijab straw scarves. Data is collected by disseminating questionnaires through Google forms. The study employed a quantitative method with the number of samples was 125 people. The study was conducted using IBM SPSS data processing software (statistical product and service solution) version 25.0 of the data analysis explains that the relationship between variable brand image, price and social challenges to buying hijab buttinscarves is both positive and significant.

The Impact of Green Marketing Mix on Brand Image of Unilever Indonesia

Today, this environmental issue encourages companies to start looking for a marketing idea that prioritizes marketing campaigns to care for the environment, known as green marketing. The company strives to build an image in the minds of its customers by emphasizing the concept of environmental sustainability. This study aims to understand whether the green marketing mix affects the brand image of Unilever Indonesia. This research applied quantitative research with a survey method. The research proposes a conceptual model consisting of the following variables: green product, green price, green place, green promotion, and brand image. The results show that all independent variables partially affect the brand image variable. The most influential variables are green products and green prices. The target population for this study was Unilever’s customers, using a sampling technique in the form of purposeful sampling, with 160 respondents. The results of this study show that each independent variable affects the dependent variable brand image. Based on the findings, this study provides theoretical and managerial implications for companies building a positive and strong brand image.
 Keywords: green marketing, brand image, marketing strategy

The Influence of Price, Store Atmosphere, and Brand Image on Purchasing Decision of Product in Sehari Sekopi Sidoarjo

The high level of consumption of Indonesian people regarding coffee consumption makes coffee shops spread throughout the region. Various coffee shops make business people need to choose the right way to deal with the competitiveness of their business. Sehari Sekopi is one of the famous coffee shops in Sidoarjo, particularly in the Kavling DPR Sidoarjo area. This research aims to analyze the effect of price, store atmosphere, and brand image on purchasing decisions for Sehari Sekopi products. The number of samples in this research was 100 people who were determined using the accidental sampling technique. The analytical method used by SEM-PLS Analysis. The result of the research indicates that price, store atmosphere, and brand image variables have a positive and significant effect on purchasing decisions for Sehari Sekopi products.

Loyalitas Nasabah dari Citra Merek dan Kepercayaan Merek Bank Syariah Indonesia cabang Jombang

This study aims to analyze the influence of brand image and brand trust on customer loyalty at the Jombang branch of the Indonesian Sharia Bank. The influence of brand image and brand trust on customer loyalty is an important topic in the Islamic banking industry, especially to understand the factors that can influence customers in choosing and remaining loyal to use certain bank services. The research method used was a survey with questionnaires distributed to 100 customer respondents of the Jombang branch of Bank Syariah Indonesia. The data obtained were analyzed using regression analysis to examine the relationship between brand image, brand trust, and customer loyalty variables. The results of the study show that brand image has a significant positive effect on customer loyalty at the Jombang branch of the Indonesian Sharia Bank. In other words, the customer's positive perception of the bank's brand image can influence the customer's tendency to continue using the bank's services. In addition, brand trustalso has a significant positive effect on customer loyalty. Customer trust in this bank in terms of reliability, sharia compliance and security can strengthen customer loyalty. This research makes an important contribution to the Jombang branch of Bank Syariah Indonesia in understanding the factors that can influence customer loyalty. In developing marketing and brand management strategies, banks need to pay attention to the importance of building a positive brand image and increasing customer trust through consistent reliability, sharia compliance and security. By strengthening brand image and brand trust, banks can increase customer loyalty levels and maintain a strong market share.

Pengaruh Media Sosial, Celebrity Endorser, Brand Image, terhadap Minat Beli Ulang Pelanggan MS Glow Kupang dengan Brand Trust sebagai Variabel Intervening

This study aims to determine (1) respondents' perceptions of social media, celebrity endorser, brand image, repurchase intention, and brand trust, (2) the significance of social media on repurchase intention, (3) the significance of celebrity endorser on repurchase intention, (4) the significance of brand image to repurchase intention, (5) the significance of social media to brand trust, (6) the significance of celebrity endorser to brand trust, (7) the significance of brand image to brand trust, (8) the significance of brand trust to interest repurchase, (9) the significance of brand trust in mediating social media, celebrity endorsers, and brand image in influencing repurchase intention. The results of the descriptive statistical analysis make it clear that the achievement of the social media variable indicators is 69%, the achievement of the indicator variable celebrity endorser is 70%, the achievement of the indicator variable brand image is 70%, the achievement of the variable indicator of repurchase intention is 68%, and the achievement of the indicator variable brand trust is 68%. These five variables are categorized as good. The results of inferential statistics show that social media has a positive effect, but is not important enough for repurchasing interest, with a significance of 0.293 > 0.05. Celebrity endorsers have a positive and significant influence on repurchase intention, with a significance of 0.010 <0.05. Brand image has a positive and important influence on repurchase intention, its significance is 0.034 <0.05.