BRAND IMAGE DAN PENGARUHNYA TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DAN MENGGUNAKAN PRODUK CREAM WAJAH GARNIER

Main Article Content

Rizki Aprilia Dwi Susanti

Abstract

The purpose of this study is knowing the direct and influence of brand image towards buying decision. This study is classified into a descriptive corelasional study which aimed to determine the effect of both direct and effects between the independent variables (buying decision) and the dependent variables (brand image). The dependent varibles in this study is types of brand association (X1), Support of brand association (X2), the power of brand association (X3), uniqueness of brand association (X4), and the independent variables is the behavior of consumers in making purchasing decision (Y). Data collection techniques in this study using quitionnairs, interviews, literature review, and documentation. The results of this research are: (1) there is a significant positive effect of the types of brand association (X1) on decision of consumer products in using face cream garnier; (2) there is a significant positive effect of support brand association (X2) on decision of consumer products in using face cream garnier; (3) there is a significant positive effect of the power of brand association (X3) on decision of consumer products in using face cream garnier; (4) there is a significant positive effect of the uniqueness of brand association (X4) on decision of consumer products in using face cream garnier; (5) there is the influence of the brand image on decision of consumer products in using face cream garnier.

Article Details

How to Cite
DWI SUSANTI, Rizki Aprilia. BRAND IMAGE DAN PENGARUHNYA TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DAN MENGGUNAKAN PRODUK CREAM WAJAH GARNIER. JURNAL EKSEKUTIF, [S.l.], v. 14, n. 1, june 2017. ISSN 2579-5856. Available at: <http://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/130>. Date accessed: 18 nov. 2017.
Keywords
brand image; buying decision
Section
Articles

References

Aaker, D.A. (1997). Managing Brand Equity:Capitalizing on The Value of a Brand Name. Jakarta: Mitra Utama.

Arikunto, S. (2002). Prosedur Penelitian: Suatu Pendekatan Praktek. Jakarta: PT Rineka Cipta.

Daniel, W.W. & Terrel, J.C. (1986). Business Statatistik for Management and Economics. Boston: Houghton Mifflin Company.

Durianto, D, dkk. (2004). Brand Equity Ten: Strategi Memimpin Pasar. Jakarta: Gramedia Pustaka Utama.

Engel, J.W., et al. (1993). Perilaku Konsumen. Jakarta: Binarupa Aksara.

Ismarahmini, Utami & Brotoharsojo, Hartanto. (2005). Pengaruh Kepribadian dan Citra Merek terhadap Loyalitas Merek. Jakarta: Bagian Psikologi Industri dan Organisasi Fakultas Psikologi Universitas Indonesia.

Kotler, P. (2003). Manajemen Pemasaran: Analisis, Perencanaan, Implementasi, dan Pengendalian. Jakarta: PT INDEKS.

Kotler, P. (2000). Manajemen Pemasaran: Analisis, Perencanaan, Implementasi dan Kontrol. Jakarta: Prenhallindo.

Peter, J. P., & Olso, J.C. (1996). Consumer Behaviour: Perilaku Konsumen dan Strategi Pemasaran. Jakarta: Erlangga.

Pride, W. M., & Ferrell. (1993). Pemasaran: Teori & Praktek Sehari-hari. Jakarta: Binarupa Aksara.

Rangkuti, F. (2004). The Power of Brand: Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek Plus Analisis Kasus Dengan SPSS. Jakarta: Gramedia Pustaka Utama.

Shimp, Terence, A. (2000). Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.

Simamora, B. (2002). Panduan Riset Perilaku Konsumen. Jakarta: Gramedia Pustaka Utama.

Sudjana. (2001). Metode Statistika. Bandung: Tarsito.

Sugiyono. (2006). Metode Penelitian Bisnis. Bandung: CV Alfabeta.

Suliyanto. (2005). Metode Penelitian Bisnis. Bandung: CV Alfabeta.

Sumarwan, U. (2004). Perilaku Konsumen: Teori dan Penerapannya Dalam Pemasaran. Bogor: Ghalia Indonesia.

Sutisna. (2002). Perilaku Konsumen dan Pemasaran. Bandung: PT Remaja Rosdakarya.

Umar, H. (2004). Metode Riset Ilmu Administrasi. Jakarta: Gramedia Pustaka Utama.

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.