GAMBARAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEDAK TABUR PIXY DI INDONESIA

Journal of Business Management Education (JBME) Pub Date : 2018-12-11 DOI:10.17509/JBME.V3I3.14310

D. Kartika, Ratih Hurriyati, Girang Razati

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The analysis technique used is descriptive technique by using frequency distributionFindings - Based on the results of the research using descriptive analysis, the results obtained that brand personality in the high category, and purchase decision in the good category.Originality/value - The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347.Al-rasyid, H. (1994). Teknik Penarikan Sampel dan Penyusunan Skala. Bandung: Universitas Padjajaran.Arora, S., Neha. (2016). Determinants of Customer-based Brand Equity: A Study of Public and Private Banks. Global Business Review, 17(4), 905–920. Retrieved from http://doi.org/10.1177/0972150916645693Blackwell, R. D. (2005). Consumer Behaviour. Mason: Permissions Department.Buchari Alma. (2008). Mnajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.Cravens, Piercy. (2013). Strategic Marketing (10th ed.) (10th ed). New York: Mc Graw Hil.Dirgantari, P. D. (2016). PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT). Jurnal Pendidikan Manajemen Bisnis, 11, 22–31.Guthrie, M., Hye-shin, K., Jaehee, J. (2007). The effects of facial image andcosmetic usage on perceptions ofbrand personality. Journal of Fashion Marketing and Management, 12(2), 164–181. http://doi.org/10.1108/13612020810874863Hawkins, D. I. (2010). Building Marketing Strategy Consumer Behavior.Heding, T., Knudtzen, C. F., Bjerre, M. (2009). Brand Management.Hegner, S. M., Jevons, C., Hegner, S. M., Jevons, C. (2016). Brand trust : a cross-national validation in Germany , India , and South Africa. http://doi.org/10.1108/JPBM-02-2015-0814Karjaluoto, H., Munnukka, J., Salmi, M. (2016). Article information : Journal of Service Theory and Practice, 26(1).Kartajaya, H. (2010). Perjalanan Pemikiran Konsep Pemasaran Hermawan Kertajaya. Jakarta: Penerbit Erlangga.Keller, K. L. (2013). Strategic Brand Management (4th ed.). England: Pearson Education Inc. Retrieved from http://doi.org/10.2307/1252315Keller, K. L., Kotler, P. (2016). Marketing Management (15e ed.). England: Pearson Education Limited.Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing management. England: Pearson Education Limited.Kotler, P., Keller, K. L. (n.d.). Marketing Management.Kwong, M. Z., Candinegara, I. (2014). elationship between Brand Experience , Brand Personality , Consumer Satisfaction , and Consumer Loyalty of DSSMF Brand. iBuss Management, 2(2), 89–98.Laios, L. G., Moschuris, S. J. (2015). The influence of enterprise type on the purchasing decision process. International Journal of Operations Production Management.Lamb, C. W., Hair, J. F. (2011). Marketing.Malhotra, N. K. (2010). Marketing Research (6th ed.). United States of America.Mulyadi, H., Saktiawati, D. (2008). Pengaruh Brand Personality terhadap Loyalitas Pelanggan Sampo Sunsilk. Jurnal Pendidikan Manajemen Bisnis, 7.Noel, H. (2009). Consumer behaviour. Switzerland: AVA Publishing SA.Orozoco-Gomez, M., Toldos-Romeo Ma, M. de l P. (2015). Brand personality and purchase intention, 27(5), 462–467. http://doi.org/10.1108/EBR-03-2013-0046Peter, J. P., Jerry, C. O. (2008). Consumer Behaviour perilaku konsumen dan strtegi pemasaran. Jakarta: Erlangga.Rampl, L. V., Kenning, P. (2014). Employer brand trust and affect : linking brand personality to employer brand attractiveness. http://doi.org/http://doi.org/10.1108/EJM-02-2012-0113Ratih, H., Irna, W. (2008). pengaruh pemasaran eksperiensial terhadp retensi pelanggan pada pengunjung resort spa kampung sampireun garut. Jurnal Pendidikan Manajemen Bisnis, 7, 1–19.Razati, G., Ruhimat, R. 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引用次数: 1

Abstract

Purpose - The purpose of this study is to see the descriptionof the level ofbrand personality,andpurchase decision in consumers of Pixy powder in Indonesia. Design/methodology/approachh - The design of this study was cross sectional method. This research uses descriptive approach with explanatory survey method. The nurses analysis unit is 130 people. Data collection using questionnaire. The analysis technique used is descriptive technique by using frequency distributionFindings - Based on the results of the research using descriptive analysis, the results obtained that brand personality in the high category, and purchase decision in the good category.Originality/value - The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347.Al-rasyid, H. (1994). Teknik Penarikan Sampel dan Penyusunan Skala. Bandung: Universitas Padjajaran.Arora, S., Neha. (2016). Determinants of Customer-based Brand Equity: A Study of Public and Private Banks. Global Business Review, 17(4), 905–920. Retrieved from http://doi.org/10.1177/0972150916645693Blackwell, R. D. (2005). Consumer Behaviour. Mason: Permissions Department.Buchari Alma. (2008). Mnajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.Cravens, Piercy. (2013). Strategic Marketing (10th ed.) (10th ed). New York: Mc Graw Hil.Dirgantari, P. D. (2016). PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT). Jurnal Pendidikan Manajemen Bisnis, 11, 22–31.Guthrie, M., Hye-shin, K., Jaehee, J. (2007). The effects of facial image andcosmetic usage on perceptions ofbrand personality. Journal of Fashion Marketing and Management, 12(2), 164–181. http://doi.org/10.1108/13612020810874863Hawkins, D. I. (2010). Building Marketing Strategy Consumer Behavior.Heding, T., Knudtzen, C. F., Bjerre, M. (2009). Brand Management.Hegner, S. M., Jevons, C., Hegner, S. M., Jevons, C. (2016). Brand trust : a cross-national validation in Germany , India , and South Africa. http://doi.org/10.1108/JPBM-02-2015-0814Karjaluoto, H., Munnukka, J., Salmi, M. (2016). Article information : Journal of Service Theory and Practice, 26(1).Kartajaya, H. (2010). Perjalanan Pemikiran Konsep Pemasaran Hermawan Kertajaya. Jakarta: Penerbit Erlangga.Keller, K. L. (2013). Strategic Brand Management (4th ed.). England: Pearson Education Inc. Retrieved from http://doi.org/10.2307/1252315Keller, K. L., Kotler, P. (2016). Marketing Management (15e ed.). England: Pearson Education Limited.Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing management. England: Pearson Education Limited.Kotler, P., Keller, K. L. (n.d.). Marketing Management.Kwong, M. Z., Candinegara, I. (2014). elationship between Brand Experience , Brand Personality , Consumer Satisfaction , and Consumer Loyalty of DSSMF Brand. iBuss Management, 2(2), 89–98.Laios, L. G., Moschuris, S. J. (2015). The influence of enterprise type on the purchasing decision process. International Journal of Operations Production Management.Lamb, C. W., Hair, J. F. (2011). Marketing.Malhotra, N. K. (2010). Marketing Research (6th ed.). United States of America.Mulyadi, H., Saktiawati, D. (2008). Pengaruh Brand Personality terhadap Loyalitas Pelanggan Sampo Sunsilk. Jurnal Pendidikan Manajemen Bisnis, 7.Noel, H. (2009). Consumer behaviour. Switzerland: AVA Publishing SA.Orozoco-Gomez, M., Toldos-Romeo Ma, M. de l P. (2015). Brand personality and purchase intention, 27(5), 462–467. http://doi.org/10.1108/EBR-03-2013-0046Peter, J. P., Jerry, C. O. (2008). Consumer Behaviour perilaku konsumen dan strtegi pemasaran. Jakarta: Erlangga.Rampl, L. V., Kenning, P. (2014). Employer brand trust and affect : linking brand personality to employer brand attractiveness. http://doi.org/http://doi.org/10.1108/EJM-02-2012-0113Ratih, H., Irna, W. (2008). pengaruh pemasaran eksperiensial terhadp retensi pelanggan pada pengunjung resort spa kampung sampireun garut. Jurnal Pendidikan Manajemen Bisnis, 7, 1–19.Razati, G., Ruhimat, R. (2008). pengaruh sales promotion terhadap keputusan pengguna kartu kredit bni. Pendidikan Manajemen Bisnis, 7.Sangadji, E. M., Sopiah. (2013). Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitan. Yogyakarta: Andi offset.Schiffman, L. ., Kanuk, L. L. (2007). Consumer Behaviour. New Jersey: Pearson Prestice Hall.Solomon, M. R., Bamossy, G., Askegaard, S., Hogg, M. K. (2013). Consumer Behaviour.Sugiyono. (2010). Metode Penelitian Bisnis. Bandung: Alfabetha.Suharno. (2010). Marketing in Practice (edisi pert). Yogyakarta: Graha Ilmu.Surakhmad, W. (2004). Pengantar Penelitian Ilmiah Dasar Metode Teknik. Bandung: Tarsito.Utama, D. H., Amelia, F. (2009). ENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN PELANGGAN PRODUK TEH CELUP SOSRO DAN 2 TANG (Survei Pada Pelanggan Teh Celup di Griya Pahlawan dan Giant Pasteur Bandung). Urnal Pendidikan Manajemen Bisnis, 8(30-40).Yin, C., Mansori, S. (2016). Factor that influences consumers ’ brand loyalty towards cosmetic products. Journal of Marketing Management and Customer Behavior, 1, 12–29.

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这是印尼采购皮克西粉决定的品牌形象

目的-本研究的目的是了解印尼Pixy粉末消费者的品牌个性水平和购买决策。设计/方法/方法-本研究的设计采用横截面法。本研究采用描述性研究与解释性调查相结合的方法。护士分析部有130人。使用问卷收集数据。使用的分析技术是使用频率分布的描述性技术。研究结果-基于使用描述性分析的研究结果，结果得出品牌个性在高类别，而购买决策在好类别。原创性/价值-本研究的差异在于对象研究，时间研究，测量工具，使用的文献，使用的理论和研究结果。阿克，j.l.(1997)。品牌个性的维度。市场研究学报，347。Al-rasyid, H.(1994)。Teknik Penarikan Sampel和Penyusunan Skala。万隆:Padjajaran大学。阿罗拉，南，尼哈。(2016)。基于客户的品牌资产的决定因素:公共和私人银行的研究。全球经济评论，17(4)，905-920。检索自http://doi.org/10.1177/0972150916645693Blackwell, r.d.(2005)。消费者行为。梅森:许可部。Buchari阿尔玛。(2008)。我的朋友，我的朋友。万隆:Alfabeta。懦夫,皮尔西。(2013)。战略营销(第十版)(第十版)纽约:Mc Graw hill。Dirgantari, P. D.(2016)。Peranan bauran pemasaran jasa pendidikan terhadap upaya meningkatkan ekuitas merek berbasis pelanggan perguran tinggi (studi padperguran tinggi di javabarat)。管理学报，11,22-31。葛思里，M, hyye -shin, K, Jaehee, J.(2007)。面部形象和化妆品使用对品牌个性感知的影响。时尚营销与管理，12(2)，164-181。http://doi.org/10.1108/13612020810874863Hawkins, d.i.(2010)。建立营销策略消费者行为。Heding, T.， Knudtzen, c.f, Bjerre, M.(2009)。品牌管理。Hegner, s.m.， Jevons, C, Hegner, s.m.， Jevons, C.(2016)。品牌信任 :在德国、印度和南非的跨国验证。http://doi.org/10.1108/JPBM-02-2015-0814Karjaluoto, H.， Munnukka, J.， Salmi M.(2016)。文章资料 :服务理论与实践，26(1)。Kartajaya, H.(2010)。Perjalanan Pemikiran Konsep Pemasaran Hermawan Kertajaya。雅加达:Penerbit Erlangga。凯勒，k.l.(2013)。战略品牌管理(第4版)。英国:培生教育有限公司检索自http://doi.org/10.2307/1252315Keller, k.l .， Kotler, P.(2016)。营销管理(15版)。英国:培生教育有限公司。科特勒，P.，凯勒，K.，布雷迪，M.，古德曼，M.，汉森，T.(2012)。营销管理。英国:培生教育有限公司。科特勒，P.，凯勒，K. L.(未注明日期)。营销管理。邝明志，坎迪内加拉，I.(2014)。DSSMF品牌体验、品牌个性、消费者满意度与消费者忠诚度的关系。集成电路学报，2011(2)，39 - 43。laos, l.g.， Moschuris, s.j.(2015)。企业类型对采购决策过程的影响。国际运作与生产管理杂志。Lamb, c.w.， Hair, j.f.(2011)。市场营销。Malhotra, n.k.(2010)。市场研究(第6版)。美利坚合众国。Mulyadi, H.， Saktiawati, D.(2008)。Pengaruh品牌个性:忠诚于Pelanggan Sampo Sunsilk。彭迪迪坎管理学报，7。Noel, H.(2009)。消费者行为。瑞士:AVA Publishing SA。Orozoco-Gomez, M.， Toldos-Romeo Ma, M. de l P.(2015)。品牌个性与购买意愿，27(5)，462-467。http://doi.org/10.1108/EBR-03-2013-0046Peter, j.p, Jerry, c.o.(2008)。消费者行为风险、消费与策略分析。雅加达:Erlangga。Rampl, l.v.， Kenning, P.(2014)。雇主品牌信任及其影响 :将品牌个性与雇主品牌吸引力联系起来。http://doi.org/http://doi.org/10.1108/EJM-02-2012-0113Ratih, H.， Irna, W.(2008)。彭彭中度假胜地甘榜sampireun garut。管理学报，7,1-19。Razati, G.， Ruhimat, R.(2008)。彭家华销售推广有限公司:彭家华信用有限公司。Pendidikan Manajemen Bisnis, 7岁。桑加吉，m.m.，索菲娅。(2013)。peraku Konsumen Pendekatan Praktis Disertai Himpunan journal of Penelitan。日惹:安迪抵消。Schiffman, L.， Kanuk, L. L.(2007)。消费者行为。新泽西州:Pearson Prestice Hall。所罗门，M. R，巴莫西，G.， Askegaard, S.， Hogg, M. K.(2013)。消费者Behaviour.Sugiyono。(2010)。Metode Penelitian Bisnis。万隆:Alfabetha.Suharno。(2010)。市场营销实践(专业)。日惹:Graha Ilmu。Surakhmad, W.(2004)。penantar Penelitian Ilmiah Dasar Metode technik。万隆:Tarsito。Utama, d.h, Amelia, F.(2009)。

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Journal of Business Management Education (JBME)

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