Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions

2019 ◽  
Author(s):  
Osly Usman ◽  
Ravita Navari
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Awareness ◽  
Purchasing Decisions

scholarly journals Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

scholarly journals Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

scholarly journals THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA

2016 ◽  
Vol 15 (1) ◽  
Author(s):  
Silvia Margaretha ◽  
Angel Aprilia Susilo ◽  
Christina RahardjaHonantha
Keyword(s):  
Social Media ◽  
Structural Equation Model ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Equation Model ◽  
Brand Awareness ◽  
Brand Communication

The purpose of this study is to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data from 150 respondent in Surabaya were analyzed using Structural Equation Model (SEM) via Amos version 22. Respondent were randomly drawn from Surabaya society who joined the Fan Page of Indomie on Facebook. Result of this study showed that firm-created and user-generated social media brand communication positively influences Brand Awareness/Association, but has no influences on brand loyalty, and perceived quality only affected by user-generated social media brand communication.

Dimensi Ekuitas Merek (Brand Equity) Dan Keputusan Pembelian Produk Mie Cepat Saji Di Kota Depok

Liquidity ◽  
2018 ◽  
Vol 3 (1) ◽  
pp. 77-85 ◽  
Author(s):  
Yanti Budiasih
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Dominant Factor ◽  
Purchase Decision ◽  
Brand Associations ◽  
Purchasing Decisions ◽  
The People ◽  
The City

Fact that Indomie (instant noodle) is a brand that most stick in the minds of consumers, and it is the evidence that Indomie has high brand equity. However, the facts also show that other brands are able to occupy under the Indomie brand equity. This paper presents an analysis of the influence of forming the dimensions of brand equity ie brand awareness, brand associations, perceived quality and brand loyalty on purchasing decisions on Indomie products. The population in this study were all the people in the city of Depok who consume Indomie. The sampling technique used was accidental sampling. The data are analyzed by using SPSS 19. The tools of analysis use correlation analysis, regression analysis, coefficients of determination, t-test (test partial) and F test (ANOVA test). The results showed that the dimensions of brand equity factors simultaneouslyinfluence the purchase decision. The most dominant factor influencing the purchase decision is brand associations that is equal to 31.1%.

scholarly journals The Influence of Brand Equity to Purchasing Decisions on Wardah Products (studies conducted at Wardah Beauty House stores, Surabaya)

2018 ◽  
Vol 1 (1) ◽  
pp. 53-60
Author(s):  
Vebri Aria Rahma
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Brand Association

This study aims to analyze  the influence of  brand equity which includes: brand awareness, brand association, perceived quality, and brand loyalty on purchasing decisions at Wardah Beauty House Surabaya stores. The authors used a survey, where the authors distributed questionnaires totaling 100 questionnaires to consumers or customers in Wardah Beauty House Surabaya stores. This is a quantitative research. Analyzed using multiple linear regression analisys and using SPSS 18.0. Based on the results of the study showed that brand equity variables consisting of brand awareness, brand association, perceived quality, and brand loyalty simultaneously have a significant effect on purchasing decisions. Brand awareness doesn’t have a partially significance influence on purchasing decisions.

The Effects of Social Media-Based Brand Communities on Brand Loyalty and Brand Equity

2015 ◽  
pp. 216-243
Author(s):  
Amir Khanlari ◽  
Faezeh Rezaei ◽  
Seyed Abolghasem Mira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Online Survey ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Future Research ◽  
Brand Trust ◽  
Brand Community ◽  
Positive Effects

Nowadays, the concept of brand community is tied with media. So, the new concept of social media based brand community without constraint of geography is built. In this chapter, we investigate the effects of social media based brand community on elements of the customer centric model, brand loyalty and brand equity through its antecedents (i.e., brand loyalty, brand trust, perceived quality, brand awareness/ association). An online survey with 170 users of brand community of Cinere Company on Facebook was conducted and path analysis technique was applied for data analysis. The results show that brand community of Cinere on social media has positive effects on all elements of the customer centric model. customer/ other customer and customer/ brand relationships have positive effects on brand loyalty with mediating role of brand trust; and loyalty, perceived quality, brand awareness/association have positive effects on brand equity. Interestingly, brand trust contributes only indirectly to brand equity. Finally, implications for practice and future research opportunities are discussed.

scholarly journals Young consumers’ insights on brand equity

2015 ◽  
Vol 43 (3) ◽  
pp. 276-292 ◽  
Author(s):  
Jumiati Sasmita ◽  
Norazah Mohd Suki
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Awareness ◽  
Full Time ◽  
Content Type ◽  
Brand Association ◽  
The Social ◽  
Young Consumers

Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire population of Malaysia. Practical implications – Input regarding the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers would help marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly among young consumer markets. Originality/value – Empirical findings offer academic contributions to the existing body of knowledge of consumer behaviour as the sophisticated quantitative data analyses used will eventually allow future researchers to explicate the contribution of the current study to understand the importance of brand equity among young consumers in Malaysia.

scholarly journals The impact of brand communication on brand equity through Facebook

2015 ◽  
Vol 9 (1) ◽  
pp. 31-53 ◽  
Author(s):  
Bruno Schivinski ◽  
Dariusz Dabrowski
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Communication ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Impact

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value – This article is pioneering in that it exposes the effects of two different types of social media communication (i.e. firm-created and user-generated social media brand communication) on CBBE metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever CBBE metrics.

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