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All Journal Jurnal Pendidikan dan Pembelajaran Jurnal Ekonomi : Journal of Economic JURNAL KARYA TEKNIK SIPIL Emitor: Jurnal Teknik Elektro JIPM (Jurnal Ilmiah Pendidikan Matematika) Jurnal Sains dan Informatika Jurnal Pengabdian Masyarakat AbdiMas JURNAL PERTANIAN Jurnal Peternakan Nusantara
Jatmiko Jatmiko
Jurusan Teknik Sipil FT. UNDIP Jl. Prof. Soedarto SH., Tembalang, Semarang 50275
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Mathematics Veterinary

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Journal : Jurnal Ekonomi : Journal of Economic

 1 
PENGARUH BRAND POSITIONING DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA Jatmiko, Jatmiko; Setyawati, Retno Lies
Jurnal Ekonomi : Journal of Economic Vol 6, No 02 (2015): Jurnal Ekonomi
Publisher : Lembaga Penerbitan Unversitas Esa Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47007/jeko.v6i02.1526

Abstract

This study aims to determine whether the brand positioning and brand equity that include brand awareness, perceived quality, brand association, brand loyalty have an influence on purchasing decisions Yamaha motorcycles, as well as what factors are the most dominant among the brand positioning, brand awareness, perceived quality, brand association, brand loyalty, the purchasing decision of Yamaha motorcycles in the Housing Karawaci Tangerang.The population in this study are all consumers of Yamaha motorcycles in the Housing Karawaci Tangerang who buy and use a Yamaha motorcycle. A sample drawn from the population to be used in research as respondents as many as 100 people. Sampling technique using non-probability sampling method by purposive sampling. The analytical method used is the Multiple Linear Regression Analysis.The results showed that the analysis of the factors that influence purchasing decisions Yamaha motorcycle individually is the brand positioning has an influence on purchasing decisions with significant value 0.032> 0.05, and brand equity, especially perceived quality has an influence on purchasing decisions with significant value 0.029 < 0:05. Other elements of brand equity consisting of brand awareness does not have the influence on purchasing decisions with significant value 0496> 0.05, brand association has no influence on purchasing decisions with significant value 0.900> 0.05, and brand loyalty has no influence on purchasing decisions with significant value 0.296> 0.05.Further analysis of the factors that influence purchasing decisions Yamaha motorcycle jointly between the brand positioning and brand equity consisting of brand awareness, perceived quality, brand association, and brand loyalty effect with significant value 0.011 <0.05. From the analysis of the factors that influence the purchase decisions of the five variables analyzed, the most dominant influence purchasing decisions Yamaha motorcycle seen based on the value Unstandarized Coefficients (B) is variable perceived quality with the coefficient of the biggest (0.266) compared with the value coefficients of other variables. Keywords  :  Brand Positioning, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty and Purchase Decisions.
BRAND EQUITY SEBAGAI PEMBENTUK KEPUTUSAN PEMBELIAN MELALUI PURCHASING INTENTION PADA KONSUMEN SEPEDA MOTOR Jatmiko, Jatmiko
Jurnal Ekonomi : Journal of Economic Vol 8, No 02 (2017): Jurnal Ekonomi
Publisher : Lembaga Penerbitan Unversitas Esa Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47007/jeko.v8i02.2015

Abstract

Purpose of research after obtained model of Decision of Purchasing in creative motorcycle industry based on brand equity, hence research at next stage which is to be achieved is Construction method and marketing strategy for company in creative motorcycle industry that able to push decision purchase based on brand equty, so useful to develop appropriate strategy policies to increase sales turnover. The application of a marketing strategy formed through a customer purchase decision-making model based on customer equity, is the most valuable asset in business, serves as the foundation that will shape the image, personality, identity, attitudes, familiarity, association and awareness of a product. This research design using triangulation method approach that is combination of quantitative and qualitative analysis. The population in this study is all consumers of motorcycles in Indonesia who buy and use motorcycles. Of this population will be drawn samples to be used in research as respondents as much as 300 respondents. Sampling technique in this research using non probability sampling method with quota sampling method. The analytical method used is SEM with AMOS, resulting in a model which is a representation of the theory analyzed descriptively. From the results of model testing was developed to develop competitive strategy according to the condition of product / company of creative industry concerned by using BCG Matrix, ADL Matrix, and PLC Matrix. The result of the research in model testing shows that the variable of Perceived Quality, Brand Loyalty, Brand Awareness, have significant influence to Decision Purchasing, which is mediated by Intention Purchasing. While the Brand Association does not affect Intention Purchasing and Decision Purchasing. Intention purchasing, able to mediate between Brand Awareness, Percived Quqlity, Brand Loyality to the purchase decision. Based on the purchasing decision formulation, the competitive strategy is mapped based on the life cycle stages of introduction, growth, maturity, and decline to the competitive position of industry through company level including weak, tanable, favorable, strong, and dominant.            Keyword : brand equity, purchasing intention, purchasing decision.
Co-Authors Agus Ulinuha Aidina Ristyawan, Aidina Antonius Totok Priyadi Ary Wibowo Bambang Hari Purwoto Bimantoro, Danudyo Bimantoro, Danudyo Dede Kardaya Deden Sudrajat Endang Ruswanti eriko, eriko eriko, eriko Ervin Kusuma Dewi, Ervin Kusuma Fadilah, Muhamad Alimul Hanafi Nur Hasyim Asyari Huda, Ilham Fahmi Jati Utomo Dwi H. Khak, Ibnu Shokibul Mudjiarto Mudjiarto, Mudjiarto Muhlasin, Muhammad Afan Mulyana, Abdullah Alhanan Muzammil, Ahmad Rabi ul Rina Firliana Rojuaniah Rojuaniah Setyawati, Retno Lies Sri Handayani Sriyana Sriyana Sugiyanto - Yundari, Yundari