Pengaruh Preferensi Merek dan Brand Image terhadap Keputusan Pembelian Konsumen pada Produk Eiger di Sidoarjo
Keywords:
purchase intention, brand image, brand preferenceAbstract
This study aims to analyze the effect of brand preference and brand image on consumer purchasing decisions on Eiger products in Sidoarjo. Brand preference reflects the level of consumer liking or affinity for a particular brand, while brand image describes consumer perceptions of brand attributes and characteristics. The research method used in this research is quantitative by using a questionnaire as a data collection instrument. The research sample consisted of 100 respondents from consumers who had purchased Eiger products in Sidoarjo. The data collection technique is random sampling. The collected data were analyzed using multiple linear regression techniques to test the research hypothesis. The results of the analysis show that brand preferences have a significant influence on consumer purchasing decisions on Eiger products in Sidoarjo. Consumers who have high brand preferences tend to be more likely to buy Eiger products. In addition, brand image also has a significant influence on consumer purchasing decisions. Consumers who have a positive perception of the attributes and characteristics of the Eiger brand tend to prefer buying the product.
References
Bai, B., R. Law., & I. Wen. 2008. The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors. International Journal of Hospitality Management, 27(3), 391–402.
Benhardy, K. A., Hardiyansyah., A. Putranto., & M. Ronadi. 2020. Brand Image and Price Perceptions Impact on Purchase Intentions: Mediating Brand Trust. Management Science Letters. 10,3425–3432.
Chang, T. S. & W. H. Hsiao. 2011. Consumers Automotive Purchase Decisions: The Significance of VehicleBased Infotainment Systems. African Journal of Business Management, 5(11), 4152-416
Cuong, T. D. 2020. Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947.
Cuong, T. D. 2021. The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase intention. Ho Chi Minh City, Vietnam.
Darmawan, D. 2018. The Effect of Brand Experience on Brand Trust and Brand Loyalty, Jurnal Translitera, 7(2), 13-24.
Darmawan, D. 2019. The Effect of Corporate Image on Brand Awareness and Brand Attitude, Jurnal Translitera, 8(1), 13-26.
Darmawan, D., R. Mardikaningsih, & M. Hariani. 2019. The Effect of Endorser Celebrity, Attitude Toward to Ads, and Brand Attitude on Purchase Intention, Relasi - Jurnal Ekonomi, 15(2), 263-276.
Djaelani, M., & D. Darmawan. 2021. Dulux Wall Paint Purchase Decision: The Role of Brand Image, Price, and Product Quality on Consumer Behavior of Paint Products. Jurnal Simki Economic, 4(2), 150-160.
Ebrahim, R., & A. Ghoneim. 2016. A Brand Preference and Repurchase Intention Model. The Role of Consumer Experience. Journal of Marketing Management, 32(13–14), 1230–1259.
Essardi, N. I., R. Mardikaningsih, & D. Darmawan. 2022. Service Quality, Product Diversity, Store Atmosphere, and Price Perception: Determinants of Purchase Decisions for Consumers at Jumbo Supermarket, Journal of Marketing and Business Research, 2(2), 95-104.
Foster, B. 2016. Impact of Brand Image on Purchase Decision on Mineral Product "Amidis". American Research Journal. 2,1-11.
Gardi, B. & D. Darmawan. 2022. Study of Shopping Lifestyle, Sales Promotion and Impulsive Buying Behavior, Journal of Marketing and Business Research, 2(2), 125-134.
Hellier, P. K., Ceursen, G. M., Carr, R. A., & Rickard, J. A. 2003. Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11-12). 1762-1800.
Hess, J & J. Story. 2006. Trust Based Commitment: Multidimensional Consumer Brand Relationships. Journal of Consumer Marketing. 21(5), 321-345.
Howard, J. A., & J. N. Sheth. 1969. The Theory of Buyer Behavior. New York: Wiley.
Irfan, M. & A. R. Putra. 2020. The Effect of Packaging and Brand Image on Purchase Intentions of Packed Rice Products, Journal of Science, Technology and Society, 1(1), 13-22.
Irfan, M. & M. Hariani. 2022. The Influence of Product Quality, Promotion and Price on Helmet Purchase Decision, Journal of Marketing and Business Research, 2(2), 143-152.
Issalillah, F., D. Darmawan & R. K. Khayru. 2021. Social Cultural, Demographic and Psychological Effects on Insurance Product Purchase Decisions, Journal of Science, Technology and Society, 2(1), 1-10.
Issalillah, F., D. Darmawan & M. Khairi. 2022. The Role of Brand Image and Brand Communications on Brand Trust, Journal of Science, Technology and Society, 3(1), 1-6.
Jahroni, J. & A. R. Putra. 2022. The Role of Product Quality, Price and Promotion Towards Telkomsel Prepaid Card Purchase Decisions, Journal of Science, Technology and Society, 3(1), 7-14.
Khan, M. A., & C. Bozzo. 2012. Connection Between Self Concept & Brand Preference & The Role Of Product Usage. Internasional IJAS Conference for Academic Disciplines, 13(16), 1-21.
Khayru, R.K., M. W. Amri, & M. A. Gani. 2021. Green Purchase Behavior Review of The Role of Price, Green Product, and Lifestyle, Journal of Marketing and Business Research, 1(2), 71-82.
Khuong, M. N., & H. T. Duyen. 2016. Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products A. Study in Ho Chi Minh City, Vietnam. International Journal of Trade Economics and Finance, 7(2), 44-50.
Kumar, M. S. 2014. Brand Preference and Buying Decision - A Study with reference to organized Indian edible oil brands. African Journal of Marketing Management, 6(2), 17-26.
Lestari, U. P. & A. R. Putra. 2022. Brand Switching Behavior on Smartphone Product Purchases. Journal of Science, Technology and Society, 3(2), 23–31.
Low, G. S., & C. W. Lamb Jr. 2000. The Measurement and Dimensionality of Brand Associations. Journal of Product & Brand Management, 9(6), 350-370.
Munir, M. & A. R. Putra. 2021. The Influence of Brand Image and Product Quality of Samsung Brand Washing Machine on Brand Loyalty, Journal of Marketing and Business Research, 1(2), 83-92.
Neupane, R. 2015. The Effects of Brand Image on Customer Satisfaction And Loyalty Intention in Retail Super Market Chain UK. International Journal Social Sciences Management. 2(1), 9-26.
Paivio, A. 1971. Imagery and Verbal Processes. New York: Holt, Rinehart & Winston.
Raj, M. P. M & S. Roy. 2015. Impact of Brand Image on Consumer Decision Making a Study on High Technology Products. Global Business Review, 16(3),463-477.
Retnowati, E., U. P. Lestari, R. Mardikaningsih, E. A. Sinambela, D. Darmawan, A. R Putra, & S. Arifin. 2021. The Effect of Packaging, Product Variance, and Brand Equity on Nutella Consumer Trust. Asian Journal of Management, Entrepreneurship and Social Science, 1(1), 169-180.
Sallam, M. A. 2014. The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making : The Role of WOM. International Business Research. 7(10),187-193.
Sigita, D. S. & Y. R. Al Hakim. 2022. The Effect of Service Quality, Digital Marketing and Brand Image on Customer Satisfaction, Studi Ilmu Sosial Indonesia, 2(2), 59-72.
Sweeney, J. C., & G. Soutar. 2001. Consumer perceived value. the development of multiple item scale. Journal of Retailing, 77(2), 203-220.
Syed, S, H., Shah., A, Jabran., J, A, Raza., W, Sidra., E, Wasiq., F, Maira., S, S, Kamran. (2011). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management 4(2), 105-110.
Wang, E. 2013. The Influence of Visual Packaging Design on Perceived Food Product Quality, Value, & Brand Preference. International Journal of Retail and Distribution Management, 41(10), 805-816.
