The Influence of Brand Equity on Consumer Interest in Buying Xiaomi Smartphones

  • Sioaji Yamawati Universitas Warmadewa
  • Ni Luh Putu Indiani Universitas Warmadewa
Keywords: Brand association, brand awareness, quality perception, buying interest, purchasing decisions

Abstract

The dramatic increase in Xiaomi smartphone sales in Indonesia raised research interest, especially related to factors encouraging consumer interest in purchasing the Xiaomi smartphone. Through empirical studies, it concluded that an important factor influenced consumer buying interest was brand equity consisting of brand awareness, brand association, quality perception, and brand loyalty. This study aims to analyze the influence of brand awareness, brand association, quality perception, and brand loyalty on consumer interest in purchasing a Xiaomi smartphone. This study is designed using quantitative approach in which the data collection is conducted through surveys using questionnaires. The study population is the Denpasar people who plan to purchase a smartphone in the near term. Samples were taken using accidental sampling method that is people who visited smartphone stores in Denpasar. The questionnaire was used to collect data, then analyzed using multiple linear regression analysis. The result showed that brand awareness, brand association, quality perception, and brand loyalty have a positive and significant influence on consumers' interest in buying a Xiaomi smartphone. Brand awareness, brand association, and quality perception can be enhanced by intensive marketing communication in various media emphasizing symbol, logo, product excellence, and quality excellence. This statement needed to be supported by consumer reviews that are in line, therefore customer database is necessary to encourage satisfied customers to write positive reviews in online media.

References

Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.

Aydin, G., & Ulengin, B. (2015). Effect of Consumer-Based Brand Equity on Purchase Intention: Considering Socioeconomic Status and Gender as Moderating Effects. Journal of Euromarketing, 24, 107–119.

Budiyanto, I. M. (2016). Pengaruh Persepsi Kualitas Terhadap Keputusan Pembelian Sepeda Motor Merek Honda di Desa Sidan Kec. Gianyar, Kab. Gianyar Tahun 2015. Jurnal Program Studi Pendidikan Ekonomi, 7(2).

Fadhilah, A. (2015). Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas Dan Loyalitas Merek Terhadap Proses Pengambilan Keputusan Pembelian Sepeda Motor Yamaha Vixion. Jurnal MIX, 5(2), 188–205. Retrieved from https://media.neliti.com/media/publications/155026-ID-pengaruh-kesadaran-merek-asosiasi-merek.pdf

Jalilvand, M. R., Samiei, N., & Mahdavinia, S. H. (2011). No Title. CS Canada: International Business and Management, 2(2). Retrieved from http://dx.doi.org/10.3968/j.ibm.1923842820110202.016

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Edisi ke-12. Jilid 1. Cetakan ke Empat. Jakarta: Indeks.

Liwe, F. (2013). Kesadaran Merek, Keragaman Produk, Dan Kualitas Produk Pengaruhnya Terhadap Pengambilan Keputusan Konsumen Membeli Di Kentucky Fried Chicken Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4). Retrieved from https://ejournal.unsrat.ac.id/index.php/emba/article/view/3420

Rahendy, A., & Djawoto. (2014). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Handphone Samsung Android. Jurnal Ilmu Dan Riset Manajemen, 3(4).

Roozy, E., Arastoo, M. A., & Vazifehdust, H. (2014). Effect Of Brand Equity On Consumer Purchase Intention. Indian Journal of Scientific Research (IJSR), 6(1), 212–217. Retrieved from https://www.ijsr.in/upload/1761666397Microsoft Word - paper 28.pdf

Wijanarko, A., & Suwitho. (2014). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Air Minum Merek Aqua. Jurnal Ilmu Dan Riset Manajemen, 3(6).

Wirastomo, W. A. (2012). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Sepeda Motor (Studi Pada PT Yamaha Agung Motor Semarang). Fakultas Ekonomi dan Bisnis Universitas Diponogoro Semarang.

Yanti, M. O. Z., & Sukotjo, H. (2016). Pengaruh Kesadaran Merek, Asosiasi Merek, Dan Brand Image Terhadap Keputusan Pembelian Aqua. Jurnal Ilmu Dan Riset Manajemen, 5(5), 1–15. Retrieved from https://s3.amazonaws.com/academia.edu.documents/55781313/PENGARUH_KESADARAN_MEREK__ASOSIASI_MEREK__DAN_BRAND_IMAGE_TERHADAP_KEPUTUSAN_PEMBELIAN_AQUA.pdf?response-content-disposition=inline%3B filename%3DPENGARUH_KESADARAN_MEREK_ASOSIASI_MEREK.pdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAIWOWYYGZ2Y53UL3A%2F20190826%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20190826T020225Z&X-Amz-Expires=3600&X-Amz-SignedHeaders=host&X-Amz-Signature=eaf1b4e42e0717e23a9d57d12cfc1fa3c17c70382ee502314bdd8f1d11e79e3f

Published
2019-08-29
Section
Articles
Abstract viewed = 66 times
PDF downloaded = 68 times