Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari on Pt. Enesis Indonesia in Palembang

Zarwin, Zarwin; Hartono, Sri

doi:10.31933/dijdbm.v1i2.135

Cited by 3 publications

(3 citation statements)

References 2 publications

(2 reference statements)

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“…Before adopting the li terature used for synthesis, the researcher must check an d recheck the artifact. Because the synthesis process inte grates one literature with the next literature, researchers should adjust the depth and reference content used for re search purposes [21]. The software used by researchers i n running meta-analysis is Jamovi's open access softwar e from the official website www.jamovi.org.…”

Section: Methodsmentioning

confidence: 99%

Brand Behavior Applied to Indonesian Millennial Consumers in the Leisure Economics Era

Putritamara¹,

Kusumastuti²,

Huda³

et al. 2022

Proceedings of the 2nd International Conference on Social Science, Humanity and Public Health (ICOSHIP 2021)

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The lazy economy era can support agro-educational tourism for dairy to engage millennial consumers through dairy products. Agro tourism has become an alternative to developing a dairy business. The tourism sector has become a market trend in the leisure economy strategy as a stimulator for economic development in rural areas. Brand has become a major concern for millennial consumers, and it can influence consumer psychology regarding purchasing decisions for agricultural products. It was changed when a pandemic caused a mega shift due to the changing purchasing power of society, especially the assessment of brands. Producers have been unable to rebrand because it has been difficult to understand the characteristics of millennial consumers who are disloyal and the changes in purchasing power during the leisure economics era, so this research aims to synthesize brand equity in the millennial era through meta-analysis with 7 studies published from 2015-2020 (era business-defined IT in 2015). This analysis helped researchers build many kinds of information from several pieces of research that were in line with brand behaviour. It would be a contribution for producers to review consumer behaviour when facing uncertainty. Based on the synthesis results from 7 studies, it is clear that Indonesian millenial consumers have the same perspective on determining purchasing decisions through brand equity. Producers should adapt to adjusting consumer needs based o n social experience as the main element in the mega-shifting phase to obtain market segmentation in accordance with new market trends in order to engage millennial consumers during the sudden shift in economics.Producers should ma ke a brand strategy in this challenging time through empathy, authenticity, and credibility approaches to local products of agrotourism as a developing dairy business..

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Section: Methodsmentioning

confidence: 99%

Brand Behavior Applied to Indonesian Millennial Consumers in the Leisure Economics Era

Putritamara¹,

Kusumastuti²,

Huda³

et al. 2022

Proceedings of the 2nd International Conference on Social Science, Humanity and Public Health (ICOSHIP 2021)

View full text Add to dashboard Cite

show abstract

“…b) Expressing consumer trends and attitudes towards the products provided (Iram & Chacharkar, 2017:45) [11] . c) Explaining consumers' preferences, needs, desires, and behaviors (Zarwin & Hartono, 2020:180) [25] . d) The consumer's purchase decision reflects the extent of his satisfaction with the products provided.…”

Section: The Importance Of the Consumer's Purchasing Decisionmentioning

confidence: 99%

The impact of gray marketing on the consumer purchasing decision-making process / an exploratory study of the opinions of a sample of customers of perfume shops in the city of Mosul

AL-qaisi

2024

Int. J. Res. Marketing Manage. Sales

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The current research aims to study the analysis of gray marketing and the impact of its activities on the consumer's purchasing decision. The consumer is always looking for his favorite products, at appropriate prices, as business organizations seek to protect their products from the process of price manipulation by unlicensed intermediaries. Here came the idea of researching gray marketing, which is done During which the original products were sold at lower prices or worked on imitating them, which is reflected in the purchasing decisions of consumers. The research was conducted on a selected group of perfume shops in the city of Mosul. 80 questionnaires were distributed with a response rate of 81%. The research reached a number of conclusions, the most important of which were: There are there is a significant correlation between gray marketing and the consumer's purchasing decision. In light of the conclusions, a number of proposals were presented, including: Organizations should not deal with counterfeit products and stay away from them.

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“…Philip Kotler & Armstrong, (2015) One of the factors that influence the decision to buy a product or service is the existence of product quality. In other words, the difference between the customer's perception or expectation of services provided by service organizations using theory subsequent confirmation/disconfirmation (Zarwin & Hartono, 2020). Research conducted by Siregar, (2019) states that product quality has a positive and significant relationship with purchasing decisions.…”

Section: Discussionmentioning

confidence: 99%

Influence of Product Quality, Price, and Promotion on Coffee Consumer Purchase Decissions Case Study: (Coffee Shop in Indonesia)

Proceedings of the International Conference on Industrial Engineering and Operations Management

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The growth of coffee drinkers has an impact on increasing the number of coffee shops in Indonesia. These conditions lead to competition between coffee shops to attract consumer interest. Coffee shop strategies determine pricing policies, build good product quality, and attractive promotions for research. This study aims to determine the effect of product quality, price, and promotion on consumer purchasing decisions for coffee at a coffee shop in the city of Indonesia. This study uses a quantitative method with a cross-sectional survey model. The sampling technique used is probability sampling, with a population of 38,000 residents of Indonesia from the age of 17 to 35 years and a total sample of 100 respondents. The data analysis technique is used in SPSS software. This research concludes that product quality, price, and promotion have a simultaneous and significant effect on purchasing decisions.

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Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari on Pt. Enesis Indonesia in Palembang

Cited by 3 publications

References 2 publications

Brand Behavior Applied to Indonesian Millennial Consumers in the Leisure Economics Era

Brand Behavior Applied to Indonesian Millennial Consumers in the Leisure Economics Era

The impact of gray marketing on the consumer purchasing decision-making process / an exploratory study of the opinions of a sample of customers of perfume shops in the city of Mosul

Influence of Product Quality, Price, and Promotion on Coffee Consumer Purchase Decissions Case Study: (Coffee Shop in Indonesia)

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