Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

Authors

Devi Nilakandi

DOI:

10.29303/alexandria.v1i1.12

Published:

2020-11-30

Issue:

Vol. 1 No. 1 (2020): September

Keywords:

Brand Equity, Purchase Decision, Cosmetics, Oriflame

Articles

Downloads

How to Cite

Nilakandi, D. (2020). Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 1(1), 1–7. https://doi.org/10.29303/alexandria.v1i1.12

Metrics

Metrics Loading ...

Abstract

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.

References

Bakhtiar, A., & Jayanto, D. (2015). Analisis Elemen- Elemen Brand Equity Pada Produk Kartu Seluler Prabayar Simpati, Im3, Dan Xl Di Kalangan Mahasiswa S1 Universitas Diponegoro. J@Ti Undip : Jurnal Teknik Industri, 10(3), 155–162. https://doi.org/10.12777/jati.10.3.155-162

Prajnagaja, S. D. (2015). Dampak Brand Equity Pada Keputusan Pembelian Melalui Brand Preference Konsumen Pada Produk Televisi Merek Sony Di Kota Pekanbaru. JOMFekom, 2(1), 843–857. https://media.neliti.com/media/publications/12 5589-ID-analisis-dampak-pemekaran-daerah- ditinja.pdf

Putri, V. D. A., & Suasana, I. G. A. K. G. (2017). Pengaruh Elemen Ekuitas Merek Terhadap Keputusan Pembelian Di Gerai Starbucks Coffee (Studi Pada Konsumen Domestik Starbucks Coffee di Wilayah Bali). E-Jurnal Manajemen Universitas Udayana, 7(1), 470. https://doi.org/10.24843/ejmunud.2018.v7.i01.p1 8

Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. (2017). Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Manajemen, 4(1). https://doi.org/10.26905/jbm.v4i1.1714

Todar, M. P., Tumbel, A., Jorie, R. J., Sam, U., & Manado, R. (2020). Pengaruh Persepsi Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (Amdk) Galon Merek Aqua the Effect of Brand Perception and Product Quality Toward Purchase Decision Gallon Bottle Drinking Water Aqua Brand. Jurnal EMBA, 8(3)

License

Authors who publish with ALEXANDRIA (Journal of Economics, Business, Tourism, and Entrepreneurship), agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License. This license allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in ALEXANDRIA (Journal of Economics, Tourism, Hospitality, and Entrepreneurship).
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).