Perceived Brand Image Research Articles

Perceptions of Quality, Price and Brand Image Affect the Loyalty of Yogyakarta Adolescent Consumers in Using Iphone Products

Perceptions of Quality, Price and Brand Image Affect the Loyalty of Yogyakarta Adolescent Consumers in Using Iphone Products

Perceptions of Quality, Price and Brand Image Affect the Loyalty of Yogyakarta Adolescent Consumers in Using Iphone Products

The purpose of this study was to examine product quality on price, brand image, and its impact on consumer loyalty to Iphone products in a case study of adolescents aged 17-22 years in Yogyakarta. The population used is all teenagers aged 17-22 who use Iphone in Yogyakarta, and the sample is a portion of teenagers who use Iphone in Yogyakarta as many as 166 respondents. The sampling technique uses Non-Probability Sampling, namely convenience sampling. The analysis used uses the SEM method and the AMOS application program version 22.0. Data variables used in this include quality, brand image, price, and consumer loyalty. These variables form six hypotheses. The results of data analysis show that product quality has a positive effect on brand image, price, and consumer loyalty. Prices have a positive effect on image and consumer loyalty. Image has a positive effect on consumer loyalty.

PENGARUH PERSEPSI KUALITAS PRODUK, KEPERCAYAAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI TOKO PARNASON JR KOTA BENGKULU

This study aims to determine the effect of perceived product quality, trust and brand image on purchasing decisions at Parnason JR Stores. This type of research uses descriptive quantitative research methods. The population used in this study are consumers who make purchases at the Parnason JR store. The number of respondents in this study were 90 people. Methods of data collection using questionnaires and using analytical techniques using multiple linear regression analysis test and hypothesis testing, namely t test and f test. Based on the results of multiple linear regression, the regression equation form Y = 4.728 + 0.410 (X1) + 0.391 (X2) + 0.216 (X3) and the results of the t test and f test of this study can be concluded that the quality perception has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (3.878 > 1.987) and (sig = 0.00 < 0.050). This means that H_0 is rejected and H_a is accepted. Trust has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (5,899 > 1,987) and (sig = 0,00 < 0,050). This means that H_0 is rejected and H_a is accepted. Brand Image has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (2.224 > 1.987) and (sig = 0.029 < 0.050). This means that H_0 is rejected and H_a is accepted. Perception of Quality (X_1), Trust (X_2) and Brand Image (X_3) together have a positive and significant effect on Purchase Decision (Y) at Parnason JR Stores, this is evidenced by the F test showing the value of F_count>F_table, namely: (39.500 > 2.71) and (sig = 0.00 < 0.050). This means that H_0 is rejected and H_a is accepted.
 
 Keywords : Product Quality Perception, Trust, Brand Image and Purchase Decision.

Pengaruh Kualitas Produk, Citra Merek , dan Persepsi Harga terhadap Keputusan Pembelian Produk Skincare Ms. Glow (Studi Kasus pada konsumen produk Skincare MS. GLOW di Kota Semarang)

This study aims to determine product quality, brand image and price perception on the purchase decision of MS skincare products. GLOW in the Semarang area. The population in this study are consumers who will buy MS products. GLOW in the Semarang area. The sampling technique used by the researcher is purposive sampling technique, by distributing questionnaires to users who have used MS products. GLOW in the Semarang area. The criteria used as samples for this study are male and female, at least 17-50 years old and have made a purchase at least 1 time on MS products. GLOW in the Semarang area. The sampling technique used is based on Roscoe's (1975) theory, the researchers set a minimum number of samples in this study of 92 respondents obtained from the number of variables x the number of indicators. Simultaneous test results using the F test indicate that the multiple linear regression model is feasible as a research model. Furthermore, using the t test shows that product quality, brand image and price perception have a significant and positive effect on purchasing decisions.

Analisis Pengaruh Online Review di Youtube, Citra Merek, dan Persepsi Harga terhadap Keputusan Pembelian Smartphone Oppo

This study aims to determine the effect of Online Review (X1) on Yotube, Brand Image (X2), and Price Perception (X3) on the Purchase Decision (Y) of Oppo Smartphones. This type of research is a quantitative research by taking samples from students of the Faculty of Economics, Universitas Sarjanawiyata Tamansiswa Yogyakarta batch 2019 - 2020, as many as 93 people who have purchased Oppo brand smartphones as research subjects. Sampling used purposive sampling technique, and data collection was carried out by survey method by distributing questionnaires. The data was processed using the SPSS application by conducting data quality tests, classical assumption tests, multiple regression tests, t tests and coefficients of determination tests. Based on the test results in this research, it shows that the Online Review variable on YouTube and the price perception have a positive and significant effect on the Oppo Smartphone Purchase Decision. While the Brand Image variable has a positive but not significant effect on the Oppo Smartphone Purchase Decision.

Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

PurposeAuthenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all aspects of their lives. Thus, the purpose of this study is to examine the role of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context.Design/methodology/approachUsing a non-probability convenience sampling technique, this study received 817 responses from consumers who regularly used global brands. Finally, this research examined 734 responses to test the proposed hypotheses using structural equation modeling.FindingsThis study discovered that perceived CSR authenticity strengthened perceived brand authenticity, which fostered perceived brand loyalty by enhancing brand trust and motivating consumers to spread PWOM about global brands. Similarly, perceived CSR authenticity directly influenced perceived brand loyalty by enhancing brand trust but did not affect PWOM. Likewise, the moderating effect of brand image was significant in fostering perceived brand loyalty by enhancing brand trust, but it had no effect on PWOM. In contrast, the brand image had a significant negative effect on perceived brand authenticity.Practical implicationsThis research offered many insightful suggestions to global managers in the manufacturing and service industries that might assist them in designing and implementing several branding strategies to achieve corporate objectives.Originality/valueThis novel research contributes to the attribution theory by examining consumers’ perceptions of CSR authenticity, brand image, brand authenticity and brand loyalty from the global branding perspective.

Citra merek, kualitas produk dan harga pengaruhnya terhadap keputusan pembelian pada produk private label (studi kasus pelanggan Alfamart Villa Muka Kuning Batam)

This study aims to determine how brand image, product quality and price affect purchasing decisions. The population in this study was residents of Villa Muka Kuning, Batam City who had shopped at Alfamart Villa Muka Kuning. Due to the unknown population, the sample size of 204 respondents with Jacob Cohen formula. The sampling technique used is purposive sampling.The test method uses multiple linear regression and classical assumption tests, namely normality test, multicollinearity test, autocorrelation test, heteroscedasticity test, t-test, F test, and coefficient test (R2). The results of this study are :1) brand image,quality and price perception have a significant effect on purchase decision. (2) have a simultaneous effect on purchase decision.

공공분양주택의 수요특성과 선택요인에 관한 연구

This study aims to propose a policy for improving the quality and expanding supply of public housing for sale by finding problems and improvements in public housing for sale by studying the demand characteristics and selection factors on the part of public housing for sale buyers. The results of the empirical analysis are as follows: First, the perception of public housing for sale was positive and the reason was because of its low selling price. As for the perception of brand image of public housing for sale, brands of private construction companies are preferred the most because of their higher value investment. As for the preferred housing area for public housing for sale, it was found that medium-sized housing was more preferred than small-sized housing. The selection factors of public housing for sale were convenience of transportation, high investment value, convenience of parking space, and excellent educational environment. Second, in case of the residential satisfaction, it turned out that residents feel generally satisfied with residence at above-average points. The reasons for satisfaction were in the order of ‘environmental friendliness,’ ‘high brand recognition,’ and ‘high investment value.’ On the other hand, the reasons for dissatisfaction were in order of ‘convenience of parking space,’ ‘convenience of traffic,’ and ‘excellent educational environment.’ The factors to be considered to improve the residential satisfaction were shown in order of ‘convenience of transportation,’ ‘excellent educational environment,’ and ‘convenience of amenities.’ Third, survey participants agreed on the necessity of expanding the supply of public housing for sale on some levels at above-average points. The items to be considered when supplying public housing for sale were ‘convenience of transportation,’ ‘excellent educational environment,’ and ‘convenience of using convenience facilities’ in their order. This is the same as the ones to be considered to improve residential satisfaction. In addition, the most common area of housing that needs to be expanded is 'more than 74㎡ to 85㎡,‘ the same as the preferred area of housing.

Pengaruh Citra Merek, Fitur, Dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Smartphone Xiaomi) di Kabupaten Lamongan

This study aims to determine the effect of brand image, features, and price perceptions on purchasing decisions with a case study on Xiaomi smartphone consumers in Lamongan Regency. The research method used is a quantitative method with primary data through questionnaires distributed to respondents. The sampling technique in this study is the Accidental Sampling technique, which is a sampling technique based on coincidence, namely consumers who coincidentally/incidentally meet with researchers in the population, which then obtained 96 samples. The results obtained from the research conducted indicate that brand image has a negative effect on purchasing decisions, this is inversely proportional to other results that features have a positive effect on purchasing decisions, price perceptions have a positive effect on purchasing decisions. price perception has a positive effect on purchasing decisions. This study aims to determine the effect of brand image,

Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation

The true identity of brands fades with changes in the market environment. Growing concerns regarding the decline of long-established brands have caught the attention of academicians and practitioners both. There is undivided attention witnessed in literature to develop a research framework to identify antecedents and intervening factors and their impact on Brand Revitalization. The primary aim of the study is to categorise identified variables into different approaches and integrate intervening variables to propose a research framework for empirical validation. Based on the systematic literature review approach, 93 studies from more than three decades (1984 to 2021) were undertaken after applying inclusion and exclusion criteria. 62 per cent of qualitative research and 27 per cent of empirical and mixed research papers were obtained. A total of 63 variables from 18 empirical studies were categorised into two approaches ‘Brand re-enchantment’ and ‘Brand modernity’, which significantly influenced brand revitalisation. 9 mediators and 12 moderators were obtained from which ‘Advertising’ was introduced as a mediator for effective brand revitalisation. The research paper provides a scope to empirically validate the proposed research framework in different sectors and industries to carry the domain of brand revitalisation to an advance level.Implications for Central European audience: According to Eurostat , the Annual inflation rate in the Euro Area increased from 4.1% in 2021 to 8.9% in 2022. Price has been accelerated for food, beverages, industrial goods and services. This has declined the purchasing power of consumers while making goods and services more expensive. As a result, demand-side is slowing down and consumers are shifting to low or no-frills brands making it challenging for brands to capture the likely brand decline. However, mature or declining brands often enjoy strong brand equity and there is residual salience which can be leveraged to retain existing consumers. The study offers guidelines to recognize the acute and latent signs of brand decline and provide possible revitalization strategies to increase market share, aid in internationalization, and strengthen the perceived brand image of Central European brands. Advertising illustrates the brand’s features, benefits, and uses, which may help in conveying the desired image of brands to the audience of central European countries.

Reconditioning the Freshman Gene: Can a “Positive Visualisation Course” Successfully modify Freshmen Students’ Perceptions of a University’s Brand Image?

Branding in higher education has proven to be an effective strategy that has received considerable attention in recent years, and a growing number of articles on the subject have begun to appear in the literature. However, a clear gap within the literature indicates that the concept of students’ perceptions of university brand image has not been thoroughly researched. Consequently, this research focuses on investigating the impact of a positive visualization course in brand identity upon the perception of freshmen students of a university’s brand image. A Qualitative Grounded Theory methodological approach has been employed consisting of semi-structured interviews specifically targeting first-year university students. The preliminary findings resulting from this research, reveal a beneficial influence of the positive visualization course in brand identity upon freshmen students’ perceptions of the university’s brand image. Investigating this topic is greatly beneficial since it has enabled the researcher to provide substantial insights into how freshmen students formulate perceptions.

Pengaruh Citra Merk, Desain Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Bogor

The purpose of this study was to determine the effect of Brand Image, Product Design and Price Perception on Samsung smartphone Purchase Decisions in Bogor city. The number of samples used in this study amounted to 200 respondents taken from users or those who have used smartphone Samsung. The tool used to collect data is a questionnaire and the data in this study were processed using SPSS version 21.
 The results of the analysis show that (1) Brand Image has a positive and significant effect on purchasing decisions with a t-count of 6,945, which is greater than t-table 1.65 and a significant value of 0.000 <0.05. (2) Product Design has a positive and significant effect on purchasing decisions with a t-count of 3,708, which is greater than t-table 1.65 and a significance value of 0.000 <0.05. (3) Product quality has a positive and significant effect on purchasing decisions with a t-count of 2,017, which is greater than t-table 1.65 and a significance value of 0.045 <0.05. (4) Brand Image, Product Design and Price Perception together have a positive and significant relationship to Purchase Decisions with an f-count of 29,567, which is greater than f-table 2.65 and a significance value of 0.000 <0.05.
 Keywords: Brand Image, Product Design and Price Perception on Purchase Decision

Pengaruh Citra Merek Dan Persepsi Harga Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Di Richeese Factory Kemang Jakarta Selatan

The analysis of this study aims to identify the Influence of Brand Image and Price Perception on Customer Satisfaction through Purchasing Decisions at Richeese Factory Kemang South Jakarta PLS-SEM to process data. Purposive sampling was used in sampling techniques with 200 respondents. The results of hypothesis testing show that there is a positive and significant impact between brand image and price perception between customer heat and purchasing decisions ultimately overall have a positive and significant impact between The Influence of Brand Image and Price Perception On Customer Satisfaction Through Purchasing Decisions. So, Recheese Factory Kemang South Jakarta can continue to maintain the brand image to better lag and maintain affordability so that customers can think positively about the price set by the company. Therefore, brand image and price perception are important factors to maximize customer satisfaction and delivery decisions.

The Effect of Brand Image and Price Perception on Asus Laptop Purchase Decision

This study is to find out factors that influence brand image as the refelection of the associations in the mind of consumer who buy laptop especially Asus in some local store. This study is also to examine the effect of the image variable brand (X1) and price perception variable (X2) on purchasing decisions (Y) which was carried out on the Consumers of the Risky Media Computer Store who once bought an ASUS brand laptop. There is two hypothesis on this study, H1:Brand image has a positive effect on laptop purchasing decisions ASUS brand at Computer Risky Media Store, H2: Price perception has a positive effect on purchasing decisions ASUS brand laptop at Risky Media Computer Store. In this study using techniques in taking sample using the Accidental Sampling method, which is sampling technique based on chance, that is, anyone who coincidentally met a researcher and was deemed suitable to be used as a data source, which is the consumers of Risky Media Computer Stores who have been bought an Asus Laptop. Total 105 respondents were asking through questionnaire and direct interview in the shop to get specified information. Based on the results of this study, it is found that Brand Image contributes to purchasing decisions on Asus Laptops and also that price perception contributes to purchasing decisions on Asus laptops, it means that Asus laptops are expected to provide attractiveness by turning Asus laptops into entertainment media such as watching streaming and other browsers. With thin screen edges, it provides an exciting visual experience because the screen feels wider. This laptop also has dual loudspeakers that are loud and clear. Keywords: Brand Image; Price Perception; Purchase Decision; Marketing Management

Pengaruh citra merek dan persepsi harga terhadap keputusan pembelian toyota avanza di auto 2000 cabang Ahmad Yani Surabaya

Competition in the automotive world is currently increasing when compared to the previous year. The increase refers to the lifestyle and needs of the community. Indonesia has an index of buying interest in cars. wheel. four. which. relatively high. Nowadays, customers are also smarter and more selective in choosing cars so that car companies/producers compete for customers by offering various types of brands, prices, types of vehicles, with..quality.product.good. Therefore, this study aims to determine the effect of brand image and price perception on purchasing decisions for Toyota Avanza at Auto 2000 Branch A. Yani Surabaya. The sample used in this study were Toyota Avanza users who transacted at Auto 2000 Branch A. Yani Surabaya with 60 respondents. The sampling technique used in this study is non-probability sampling with purposive sampling, that is, the sample is selected based on predetermined criteria. The data collection method in this study used a questionnaire. The analysis technique used is Partial Least Square (PLS). Based on the research that has been done, it shows that Brand Image has a positive influence on Purchase Decisions and Price Perception has a positive influence on Purchase Decisions for Toyota Avanza at Auto 2000 branch A. Yani Surabaya.

PENGARUH KEPERCAYAAN MEREK, CITRA MEREK, DAN PERSEPSI KUALITAS TERHADAP LOYALITAS PELANGGAN MOTOR YAMAHA NMAX DI KECAMATAN GADING CEMPAKA KOTA BENGKULU

This study aims to determine the effect of brand trust, brand image, and perceived quality on customer loyalty for Yamaha NMax motorcycles in Gading Cempaka District Bengkulu City, either partially or simultaneously. There are several factors that will be discussed in this study, including Brand Trust, Brand Image, and Perceived Quality. The objects in this study were 60 Yamaha NMax customers in Gading Cempaka District Bengkulu City. In this research, the author uses data collection methods by means of observation, distributing questionnaires or questionnaires and interviews. There are several data analysis techniques used in this study, including using instrument tests, classical assumption tests, analysis of respondents' responses, multiple linear regression analysis, determinant coefficients, and also hypothesis testing. From the results of the tests that have been carried out, it can be concluded that the variables of Brand Trust, Brand Image, and Quality Perception have partial or simultaneous effect on Customer Loyalty of Yamaha NMax Motorcycles in Gading Cempaka District Bengkulu City. From the results of multiple linear regression, the regression equation is as follows: Y = 0.398 + 0.945 () + 0.330 (X2) + 0.315 (X3).
 
 Keywords: Brand Trust, Brand Image, Perceived Quality and Customer Loyalty

For Mod’s Sake! The Role of Perceived Brand Image, Brand Identification, and Online Community Environments in Building Brand Love

Manuscript type: Research Article Research Aims: This research aims to analyze online community environments, perceived brand image, brand identification, and their effect to brand love in the context of video game modification online communities. Design/methodology/approach: This is quantitative research with three independent variables (Perceived Brand Image, Brand Identification, Online Community Environments) and one dependent variable (Brand Love). One hundred respondents are selected from Steam Workshop. Multiple regression is used to analyze the conceptual framework. Research Findings: The result shows that all three independent variables (Perceived Brand Image, Brand Identification, and Online Community Environments) are statistically significant in influencing brand love. Theoretical Contribution/Originality: Factors influencing brand love are still rigorously studied, and this research contributes to identifying new antecedents of brand love. Practitioner/Policy Implication: By analyzing brand love and its antecedents, the video game industry can understand how to develop brand love, especially in a video game modification online community where mods can add value to a video game. Research limitation/Implications: Relatively low number of respondents, preventing broader generalization. No differentiation among the different genres of a video game, where some video games provide different experiences, flexibility, and role-play and, thus, more opportunity to modify. Keywords: Brand Community, Brand Identification, Brand Image, Brand Love, Online Community Environment.

Pengaruh Citra Merek, Kualitas Produk Dan Persepsi Hargaterhadap Minat Beli Konsumen Deterjen Attack

Marketing in modern times is no longer focused on how the product sells, but there are many factors and strategies that companies must have. The development of the detergent industry in Indonesia is growing very rapidly. Evidenced by the number of circulating various brands. Detergent is one of the industrial products that is very important in everyday life, especially for household and industrial purposes. Detergents can be in the form of liquid, paste, or powder containing constituents of the active ingredients on the surface and constituents of additives. The purposes of this study are (1) to determine and analyze the effect of brand image on consumer buying interest, (2) to determine and analyze the effect of product quality on consumer buying interest, (3) to determine and analyze the effect of price perception on consumer buying interest ( 4) To find out and analyze the effect of Brand Image, Product Quality and Price Perception together on Consumer Buying Interest. The number of respondents in this study found 100 respondents who were taken from housewives in the city of Bogor. The research data was processed using SPSS. The results of this study are as follows: (1) Brand Image has a positive and significant effect on Buying Interest in Attack detergent products with a regression coefficient value of 0.340 and a significant value of 0.028. (2) Product quality has a positive and significant effect on Buying Interest in Attack detergent products with a regression coefficient value of 0.272 and a significant value of 0.029. (3) Price Perception has a positive and significant effect on Buying Interest on Attack detergent products with a regression coefficient value of 0.325 and a significant value of 0.012. (4) Brand Image, Product Quality and Price Perception together have a positive and significant effect on Purchase Interest in Attack detergent products with a calculated F value of 28.912 and greater than the F table of 2.70 and has a significance value of 0.000.
 
 
 
 
 
 
 
 Keywords: Brand Image, Product Quality, Price Perception and Consumer Buying Interest

Green Brand Image and Sustainability: Marketing Implications of High-School Student Responses

This is a research paper that is focused on assessing issues relating to green brand image influences on high-school students and its implications sustainability. 
 
 An interpretive methodology was utilised in order to help understand high-school student perceptions of Brand Image in terms of Sustainability. The scope for this research were high-school students with the population of interest made up of 11 private schools, located at independent school sites, situated in Bangkok, Thailand.
 
 Findings: The research outcomes comprised of Five (5) Main Themes: Emotional Engagement, Green Brand Trust, Green Brand Loyalty, Functional Benefits, Sustainable Corporate Image; and Twelve (12) sub-themes created through the focused analysis of 133 conversation targets.
 
 The paper addresses the raised issues and implications for managing Green Brand Image and Sustainability. These indications are synthesised from major research actors in the field that show that socio-political strategies, economics and marketing Brand developments that should be made clearer and a paradigm shift made to strengthen strategies to engage younger people in positive Brand Image management.

PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MAHASISWI PENDIDIKAN EKONOMI FKIP UNTAN

AbstractThe purpose of this study was to determine: 1) Economic education students' perceptions of Wardah's brand image, 2) Economic education students' purchasing decisions for Wardah cosmetic products, 3) the influence of brand image on purchasing decisions of Wardah cosmetic products. The form of this research is a correlation study research with a quantitative approach. The population is Economic Education FKIP Untan students who use Wardah cosmetic products. Obtained a sample of 68 female students with saturated sampling technique. The data collection method used a questionnaire using google form which was then analyzed using a simple linear regression analysis technique. The results showed: 1) the brand image of Wardah's products was in a very high category with a percentage of 87.01%, 2) the decision to purchase Wardah cosmetic products for Economic Education students FKIP Untan was in a high category with a percentage of 74.48%, and 3) Brand image had an influence on buying decision. The influence of brand image on purchasing decisions is 0.442, which means that brand image has an impact on purchasing decisions for 44.2% of FKIP Untan Economic Education students. Based on the SPSS results, the value sig = 0.000 <0.05 so Ho is rejected and Ha is accepted which means "There is a Significant Effect between Brand Image on the Purchase Decision of Wardah Cosmetics Products on Economic Education Students FKIP Untan".Keywords: Brand Image, Purchase Decision, Wardah.