Pengaruh Perceived Quality Terhadap Kesetian Merek Dan Citra Merek

Wisnu, Wisnu; Hermawan, Asep

doi:10.25105/jmpj.v4i1.485

Cited by 2 publications

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“…The stronger the brand equity that is owned, the more satisfied consumers will be in meeting their needs. On the other hand, the weaker the brand equity that is owned by a product or service, the less satisfied consumers are in meeting their needs so that this will encourage consumers to choose or switch to other products or services [13].…”

Section: Introductionmentioning

confidence: 99%

Implementation of Customer-based Brand Equity Strategy and Integrated Marketing Communication in Micro, Small and Medium Enterprises

Setiawan¹

2021

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

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The majority of Micro, Small, and Medium Enterprises (MSMEs) do not have a brand to get customers as a means of marketing. A good product without the power of an effective brand and marketing strategy will end and be unsustainable. MSMEs will run stagnant and may experience setbacks if the Customer-Based Brand Equity Strategy and Integrated Marketing Communication are not implemented. Especially amid the conditions of the Covid-19 Pandemic and digital transformation, which requires adaptive and agile MSME players to face fast-paced changes. The research will be studied with a qualitative descriptive method approach through in-depth interviews with each source as many as 20 MSME actors who are developing in Bandung. The development of MSMEs requires a combination of the role of branding strategies in the organization as an internal factor and brand recognition through marketing communication as an external factor. The process of building a strong brand and marketing communication can transform the business of MSME players into large, successful brands.

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Section: Introductionmentioning

confidence: 99%

Implementation of Customer-based Brand Equity Strategy and Integrated Marketing Communication in Micro, Small and Medium Enterprises

Setiawan¹

2021

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

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“…Consumer behavior patterns demonstrate that consumers will continue to buy products from a company that has fostered a trusting relationship. (Wisnu & Hermawan, 2011). Brand loyalty includes behavioral and attitudinal loyalty.…”

Section: Introductionmentioning

confidence: 99%

“…Attitudinal loyalty refers to a specific commitment to the brand and the intention to re-purchase. It is the tendency to be loyal to a focal brand, which is proved by the intention to purchase the brand as the main choice (Wisnu & Hermawan, 2011). Thus, the purchasing frequency is not the same as loyalty.…”

Section: Introductionmentioning

confidence: 99%

How Does Brand Awareness Affect Purchase Intention in Mediation by Perceived Quality and Brand Loyalty?

A¹,

Pangestu²,

Fitriansyah³

et al. 2020

jcr

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The study is to investigate the impact of brand awareness on purchase intention which mediated by the perceived quality and brand loyalty. The study was conducted in Samarinda City fast-food restaurant. This research collected and processed 80 respondents by using a questionnaire method. The questionnaires itself were using a Likert scale which was used to measure 16 indicators based on the PLS analysis method. The result found that brand awareness affects and has a significant effect on purchase intention and brand loyalty. Brand loyalty has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on perceived quality. Perceived quality has a positive and significant effect on brand loyalty and purchase intention. Brand loyalty can mediate the perceived quality of purchase intention while perceived quality can mediate brand awareness of purchase intention.

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Pengaruh Perceived Quality Terhadap Kesetian Merek Dan Citra Merek

Cited by 2 publications

References 0 publications

Implementation of Customer-based Brand Equity Strategy and Integrated Marketing Communication in Micro, Small and Medium Enterprises

Implementation of Customer-based Brand Equity Strategy and Integrated Marketing Communication in Micro, Small and Medium Enterprises

How Does Brand Awareness Affect Purchase Intention in Mediation by Perceived Quality and Brand Loyalty?

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