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Prasetiya Mulya Publishing Universitas Prasetiya Mulya, Kampus BSD Gedung PMBS, Lt. 11, Edu Town Kavling Edu I No. 1, Serpong Jalan BSD Raya Utama, Pagedangan, Tangerang Banten 15339 - Indonesia
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Kajian Branding Indonesia
Published by Universitas Prasetiya Mulya
ISSN : -     EISSN : 27212092     DOI : https://doi.org/10.21632/kbi
Core Subject : Economy, Humanities, Science, Social,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
KBI focuses on the dissemination of studies in the areas of creation, development, sustainability of brands, and areas where consumers process various perceptions related to products or services brands: - Logo - Naming and packaging - Branding and technology - Brand research methods - Brand metrics and analytics - Qualitative and quantitative brand research - Brand architecture and portfolios - Brand extension and growth - Brand alliances and mergers - Corporate brand management - Brand co-creation - Integrated brand communication - Brand valuation - Brand equity - Brand heritage and history - Brand reputation - Identity and image - Brand credibility and trust - Brand ethics and corporate social responsibility - Brand crises - Brand and law - Brand counterfeits.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 5 Documents
 1 
Search results for , issue "Vol 5 No 1 (2023): Kajian Branding Indonesia" : 5 Documents clear
Hubungan E-Wom, Consumer Ethnocentrism, Brand Equity dan Purchase Intention pada Sepatu Merek Indonesia Nicholas Skiefer; Caroline Suwandi; Fathony Rahman; Antonius W. Sumarlin
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.67-83

Abstract

Amidst the flood of imported goods from China over the past 20 years, the Indonesian government launched the national movement called Bangga Buatan Indonesia (Gernas BBI). This phenomenon provides an opportunity to generate consumer ethnocentrism and brand equity to help Indonesian SMEs improve their loyalty and competitiveness towards their brands. This study builds on previous research on the relationship between e-wom, consumer ethnocentrism, and brand equity, by replacing brand equity to make it more relevant and adding purchase intention to determine which factors can drive purchasing interest and what motivates that interest. To make this study more relevant to the current situation, the researchers also adopted a theoretical study. SEM analysis was conducted with 320 respondents using non-probability techniques. The results showed that positive e-wom has a greater influence on the purchase intention of domestic shoe brands. To compete against foreign shoe brands, owners of domestic shoe brands must rely more on positive e-wom than consumer ethnocentrism.
Pengaruh Kualitas Produk, Harga, dan Citra Merek pada Keputusan Pembelian Mobil Widiastuti Alawiah; Andyan Pradipta Utama
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.17-34

Abstract

This study ains to analyze the influence of product quality, price and brand image on purchasing decisions for Toyota Calya Car at DKI Jakarta. The approach used in this research is survey research because it takes a sample from one population and take a sample size of 220 respondens with purposive sampling. The Methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partial Least Square. This study proves that product quality has a positif and significant impact on purchasing decisions, the price has a positif and significant impact on purchasing decisions and brand image has a postif and significant impact on purchasing decisions.
Pengaruh Sosial Media Marketing, E-Wom dan Kualitas Pelayanan pada Keputusan Pembelian di Perusahaan Investasi Fitriyani Fitriyani
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.35-49

Abstract

This study aims to analyze the effect of social media marketing, electronic word of mouth and service quality on purchasing decisions at GKInvest. The object of research at PT GKInves is a private company engaged in investment and capital markets. The population in this research is 300 investors in GKInvest. The sample distributed was 220 investors, calculated based on the Hair et.al formula (2016) where the sample size is guided by 5 – 10 times the parameter, which is 44 indicators multiplied by 5 (44 x 5). The data collection method uses a survey method, with the research instrument being a questionnaire and then distributing it to each respondent via email. Methods of data analysis using Partial Least Square. The stages of testing include outer model testing, inner model testing and hypothesis testing. This study proves that the variable Social Media Marketing has a positive and significant effect on purchasing decisions, Electronic Word of Mouth has a positive and significant effect on purchasing decisions and Service Quality has a positive and significant effect on purchasing decisions at GKIvest.
Pengaruh Kepercayaan Merek, Country of Origin, dan Desain Produk pada Minat Beli Mobil Akhul Yunia Sofa; Yennida Parmariza
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.51-66

Abstract

This study aims to determine the effect of brand trust, country of origin and product design on purschase intention in Mitsubishi Xpander. Respondents in this study were people who had never bought a Mitsubishi Xpander, but already knew about the product. The population in this study is not clearly known. The sampling technique used is the Hair et al technique where the indicator is multiplied by 5 to 10. The number of samples in this study was 119 samples. The data analysis method used is PLS (Partial Least Square) technique through the SmartPLS statistical software, with the research instrument being a questionnaire. The results showed that Brand Trust, Country Of Origin, and Product Design had a positive and significant effect on Purchase Intention in Mitsubishi Xpander.
The Impact of K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation, and Purchase Intention Nabila Putri Andira; Raditya Adji Prasetyo; Artha Sejati Ananda
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.1-15

Abstract

This research aims to know what factors are owned by endorsers that can influence consumer purchase decisions for the products offered by e-commerces. The secondary motivation of this research is to obtain empirical data on how influential the tactics made by e-commerce using K-Pop girlband/boyband are on purchase intention. The impact of celebrity worship factors is analyzed on data of Indonesia's K-Pop fans (n =100) using variance-based structural equation modeling and PLS-SEM process. The research results show a positive correlation between K-Pop brand ambassadors to raise brand awareness, hedonic shopping motivation towards Purchase Intention among K-Pop fans. This research contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using K-pop figures to increase purchase decisions of targeted consumers.

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