Articlegold2019

PENGARUH BRAND EQUITY TERHADAP NIAT BELI KONSUMEN DIMEDIASI BRAND PREFERENCE

9 citations0/0 files storedE-Jurnal Manajemen Universitas Udayana

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

ABSTRACT The purpose of this study was to analyze the effect of brand equity on consumer purchase intentions mediated by brand preference.. The sample size obtained by using purposive sampling method as many as 110 respondents. Based on the results of the analysis it can be stated that brand equity has a positive and significant effect on brand preference on Lacoste products in Denpasar City. Brand equity has a positive and significant effect on consumers' purchase intentions on Lacoste products in Denpasar City. Brand preference has a positive and significant effect on consumers' purchase intentions on Lacoste products in Denpasar City. Brand preference mediates the positive influence of brand equity on consumer purchase intentions on Lacoste products in Denpasar City. Lacoste producers as distributors must be able to deal with brand equity problems that consumers complain about, pay attention to design, model and product quality with more attractive innovations that are different from competing brands. Paying attention to the brand preference of the lacoste brand such as appearance and color so consumers know that the lacoste brand is really not a counterfeit. Keywords: brand equity, brand preference, purchase intention

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 9 citations exist upstream.

References

2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 2008Investigating antecedents and consequences of brand identification 2012The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement 2015Consumers’ Perceived Brand Aspiration and Its Impact on Intention to Pay Price Premium: Moderating Role of Brand Jealousy 2013Proposed Model for Predicting Environmental Purchase Behavior of Consumers 2012FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU PEMBELIAN DENGAN PERILAKU NIAT SEBAGAI VARIABEL INTERVENING PADA SITUS KASKUS

Cited by

2023The Influence of Viral Marketing and Brand Awareness on Consumers Purchase Intention of Mixue Beverage Products in Jakarta 2024Examining the Impact of AI and Digital Marketing on Consumer Purchase Intention 2023Pengaruh Brand Image Dan Electronic Word Of Mouth Terhadap Purchase Intention

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.