BRAND EQUITY ON CONSUMER PURCHASING DECISIONS
Keywords:
Brand Equity, Consumer Purchase DecisionAbstract
This study aims to examine the effect of brand equity on consumer purchasing decisions, focusing on various dimensions such as brand awareness, perceived quality, and brand loyalty in the context of consumer behavior. The research method carried out in this study uses the literature research method. The results showed that brand equity has a significant and positive influence on consumer purchasing decisions. Brand awareness proved to be a crucial starting point in the purchase decision process, attracting consumers' attention and making them more open to information about the product or service. Perceived quality was found to be an important factor influencing consumer expectations and satisfaction, which in turn influences purchasing decisions. Brand loyalty is reinforced by consistent positive experiences, contributing to repeat purchases and word-of-mouth recommendations, which increase the long-term value of the brand in a competitive market. The findings of this study underscore that brand equity is a critical element that shapes and influences consumer purchasing decisions. Investments in brand equity strategies that focus on building awareness, maintaining positive quality perceptions, and increasing consumer loyalty can help companies not only in attracting new customers but also in retaining existing customer groups. Therefore, strategic management of the elements of brand equity is the key to improving the competitiveness and sustainability of the company in a dynamic market.
Downloads
References
Ati, W. R. D., & Sumartik, S. (2024). Effect of Brand Image, Brand Loyalty and Brand Awareness on Purchasing Decisions for Toyota Cars in Sidoarjo City. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.4177
Bariar, S., & Jain, V. (2020). Examining Consumer Based Brand Equity (CBBE) Dimensions of a Private Label Brand (PLB). Journal of Development Research, 13(3), 31–31. https://doi.org/10.54366/jdr.13.3.2020.31-41
Bestari, D. K. P., -, G., Agustriyana, D., & Butarbutar, D. A. (2020). Customer Base Brand Equity Approach and Consumer Loyalty of Purchasing Decisions on Online Shopping in Indonesia. International Journal of Psychosocial Rehabilitation, 24(2), 2946–2956. https://doi.org/10.37200/ijpr/v24i2/pr200595
Bintarti, S., & Suwandy, S. (2021). Consumer Purchasing Decisions of Teh Pucuk Harum: Product Quality, Advertising and Brand Image. The Management Journal of Binaniaga, 6(2), 229–244. https://doi.org/10.33062/mjb.v6i2.480
Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219–231. https://doi.org/10.1016/j.tourman.2008.06.003
Fernata, F., & Cahyana, A. S. (2023). Effect of Product Quality, Price, Brand, Promotion on Smartphone Purchasing Decisions. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.2464
Firdaus, R. A., & Sari, D. K. (2022). Driving Purchasing Decisions: Digital Marketing, Brand Image, and Store Atmosphere at Gazebo Jamur. Academia Open, 7(Query date: 2024-06-02 20:49:39). https://doi.org/10.21070/acopen.7.2022.2922
Hastuti, H., & Rusdin, R. (2023). Analysis of The Effect Brand Equity on Consumer Purchase Decisions in Telkomsel Products. International Journal of Management Progress, 5(1), 14–26. https://doi.org/10.35326/ijmp.v5i1.4120
He, Z. (2022). Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity. Frontiers in Psychology, 13(Query date: 2024-06-02 20:49:39). https://doi.org/10.3389/fpsyg.2022.858619
Helaluddin. (2019). Mengenal lebih Dekat dengan Pendekatan Fenomenologi: Sebuah Penelitian Kualitatif. Query date: 2024-05-25 20:59:55. https://doi.org/10.31219/osf.io/stgfb
Hernández-Gallego, L. F., & Escobar-Sierra, M. (2024). Exploring brand equity assessment within consumer perception. Case of the jeans industry. Terra Economicus, 22(1), 81–103. https://doi.org/10.18522/2073-6606-2024-22-1-81-103
Hyun, H., Park, J., & Hong, E. (2024). Enhancing brand equity through multidimensional brand authenticity in the fashion retailing. Journal of Retailing and Consumer Services, 78(Query date: 2024-06-02 20:49:39), 103712–103712.
https://doi.org/10.1016/j.jretconser.2024.103712
Jhantasana, C. (2023). Composite Model of Marketing Mix and Brand Equity for Purchasing Motorcycles. Asia Social Issues, 16(3). https://doi.org/10.48048/asi.2023.252258
Kim, G.-S. (2020). Analysis on the Causal Relationship among Relationship Marketing, Consumer Commitment, Brand Equity and Consumers’ Post Purchasing Behavior. Journal of Golf Studies, 14(4), 85–101. https://doi.org/10.34283/ksgs.2020.14.4.7
Kuncoro, W., & Windyasari, H. A. (2021). Consumer Purchasing Decision Improvement Model through Brand Image, Religiosity, Brand Ambassador and Brand Awareness. International Business Research, 14(8), 42–42. https://doi.org/10.5539/ibr.v14n8p42
Kurniawan, K., & Yani, M. (2024). Importance of Brand Love as a Link Between Brand Trust, Brand Image and Product Quality, on Consumer Purchasing Decisions in Sidoarjo. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.4629
Kuswanto, H., Ramly, A. T., & Widokarti, J. R. (2023). Analysis the Effect of Brand Equity, Product Quality, and After-Sales Service on Customer Satisfaction through Purchasing Decisions at PTA Company. International Journal of Progressive Sciences and Technologies, 39(2), 133–133. https://doi.org/10.52155/ijpsat.v39.2.5442
Maulidiyah, N. L., & Indayani, L. (2024). Analysis of Digital Marketing Strategy, Product Innovation, and Brand Awareness on Consumer Purchasing Decisions for ‘Es Teh Indonesia’ Tea Beverage Products in Sidoarjo. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.4348
Meriska, I. H., & Sukaris, S. (2024). Analysis of the Influence of Brand Image, Price, and Digital Marketing on Purchasing Decisions in Tea Break Consumer. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(1), 1636–1655. https://doi.org/10.31538/iijse.v7i1.4725
Muttaqien, H., & Hariasih, M. (2023). Brand Ambassador, Product Design and Price on Purchasing Decisions. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.1976
Pai, G. H. (2024). A Comprehensive Literature Review on ‘Unpacking the Influence of Brand Image on Consumer Purchasing Decisions in the FMCG Sector’. International Journal of Research Publication and Reviews, 5(1), 2384–2400. https://doi.org/10.55248/gengpi.5.0124.0257
Riszaini, V. A., & Indayani, L. (2023). Fast-Food Consumer Purchasing Decisions: Quality, Price, and Service Impact. Academia Open, 8(1). https://doi.org/10.21070/acopen.8.2023.3939
Rofiq, A., & Rochmaniah, A. (2023). Brand Image and Price: Influencing Smartfren Data Quota Purchasing Decisions. Academia Open, 8(1). https://doi.org/10.21070/acopen.8.2023.3925
Salsabilla, K. S., & Prapanca, D. (2023). Effect of Literacy Empowerment, Brand Equity and Promotion on Customer Decisions on Pegadaian Sidoarjo Products. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.1482
Sanusi, I. (2015). Menjembatani Penelitian Kualitatif dan Kuantitatif. Jurnal Ilmu Dakwah, 4(13), 409–409. https://doi.org/10.15575/jid.v4i13.400
Situmorang, S. B., & Herdiansyah, H. (2022). Brand Ambassadors’ Influence on Brand Image and Consumer Purchasing Decisions. Expose: Jurnal Ilmu Komunikasi, 5(1), 64–64. https://doi.org/10.33021/exp.v5i1.1589
Sudirjo, F., Dewi, L. K. C., Elizabeth, Mustafa, F., & Santosa, S. (2023). Analysis Of The Influence Of Consumer Behavior, Product Attributes And Brand Image On Purchasing Decisions Of Pharmaceutical Industry Products Consumers. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2432–2437. https://doi.org/10.35870/jemsi.v9i6.1648
Supriatna, Y., Tanjung, H., & Juwaini, A. (2022). Analysis Of The Effect Of Promotion, Customer Satisfaction, And Brand Equity On Online Purchasing Decisions. International Journal of Progressive Sciences and Technologies, 34(2), 394–394. https://doi.org/10.52155/ijpsat.v34.2.4662
Syafriandra, A., & Kusuma, K. A. (2024). Analysis of brand image, product quality and price in influencing consumer purchasing decisions for Lenovo laptop products. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.4664
Tannady, H., Suyoto, Y. T., & Magdalena. (2022). Analysis of the Influence of Brand Image and Store Atmosphere on Consumer Purchasing Decisions at Coffee Shops in Jakarta. Formosa Journal of Sustainable Research, 1(6), 749–758. https://doi.org/10.55927/vsr.v1i6.1775
Waworuntu, A. Y., & Hajar, H. (2023). Brand, Promotion and Innovation: Their Impact on Motorcycle Purchasing Decisions. Advances: Jurnal Ekonomi & Bisnis, 1(3). https://doi.org/10.60079/ajeb.v1i3.105
Wekke, I. S. (2020). Desain Penelitian Kualitatif. Query date: 2024-05-25 20:59:55. https://doi.org/10.31219/osf.io/4q8pz
Wibowo, S. A., & Sari, D. K. (2023). Antecedents Consumer Purchasing Decisions in E- Commerce. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.1460
Yastutik, S. H. A., & Prapanca, D. (2023). Impact of Brand Ambassadors, Product Quality, and Digital Marketing on Beauty Product Purchasing Decisions. Query date: 2024-06-02 20:49:39. https://doi.org/10.21070/ups.1889
