Measurement factors as determinants of purchasing decisions on fatigon hydro coco products
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Published:
Aug 30, 2023
Keywords:
Brand Awareness , Brand Expansion, Brand Image, Product Quality, Purchase Decision
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Decision Support System
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Abstract
In today's business environment, consumers find what they are looking for faster and can reach the same products. In this situation, competition is increasing in traditional areas and anywhere where communication spreads. This study aims to test and analyze the increase in purchasing decisions on Fatigon Hydro Coco isotonic drink products, by exploring conceptual models. The method used in this research is descriptive quantitative with survey. 156 respondents were taken with purposive sampling. From the results of this study, the authors concluded. The first hypothesis is that brand extension has a significant effect on brand image. The second hypothesis is that product quality has a significant effect on brand image. The third hypothesis is that brand awareness has no effect on brand image. The fourth hypothesis is that brand expansion has a significant effect on purchasing decisions. The fifth hypothesis is that product quality has a significant effect on purchasing decisions. The sixth hypothesis is that brand awareness has no effect on purchasing decisions. The seventh hypothesis is that brand image has a significant effect on purchasing decisions. This research is expected to make a theoretical contribution to the literature in this context
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How to Cite
Yulianto, A., Meutia, M., David Ramdansyah, A. and Haryadi, D. (2023) “Measurement factors as determinants of purchasing decisions on fatigon hydro coco products”, Jurnal Mantik, 7(2), pp. 735-743. doi: 10.35335/mantik.v7i2.3878.
References
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Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55(July 2019), 102117. https://doi.org/10.1016/j.jretconser.2020.102117
Gui, D. Y., Liu, S., Dai, Y., Liu, Y., Wang, X., & Huang, H. (2021). Greater patience and monetary expenditure: How shopping with companions influences purchase decisions. Journal of Retailing and Consumer Services, 63(June), 102665. https://doi.org/10.1016/j.jretconser.2021.102665
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Rifai, H. A., Kumadji, S., & Yulianto, E. (2016). PENGARUH PERLUASAN MEREK TERHADAP CITRA MEREK DAN DAMPAKNYA TERHADAP MINAT BELI (Survei pada Pengguna Produk Induk Merek Lifebuoy pada Mahasiswa S1 dan D3 Universitas Brawijaya. Jurnal Administrasi Bisnis (JAB), 35(1), 120–126.
Saleem, S., Rahman, S. U., & Omar, R. M. (2015). Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty. International Journal of Marketing Studies, 7(1), 66–77. https://doi.org/10.5539/ijms.v7n1p66
Suhendi, D. (2021). Service Quality and Product Quality Key to Improve Customer Loyalty. Journal of Business and Management Review, 2(9), 620–633. https://doi.org/10.47153/jbmr29.2092021
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(July), 102696. https://doi.org/10.1016/j.jretconser.2021.102696
Wang, Y., Hsiao, S. H., Yang, Z., & Hajli, N. (2016). The impact of sellers’ social influence on the co-creation of innovation with customers and brand awareness in online communities. Industrial Marketing Management, 54, 56–70. https://doi.org/10.1016/j.indmarman.2015.12.008
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177(January). https://doi.org/10.1016/j.techfore.2022.121551
Yufei, G., Arshad, M. U., Xinya, G., & Yuanfeng, Z. (2022). An empirical study of the key factors affecting herders’ purchasing decision on weather index insurance—A case study from inner Mongolia autonomous region, China. Heliyon, 8(11), e11881. https://doi.org/10.1016/j.heliyon.2022.e11881
Chintalapati, S. (2020). Bank Buddy . ai — Business Expansion and Marketing Dilemma?: A Case Study to Discuss the Ansoff Growth Matrix Concepts Combined with Business Expansion Strategies for Expanding into Emerging Markets. Emerging Economies Cases Journal, 44(2), 44–53. https://doi.org/10.1177/2516604220929994
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53(October 2019), 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Dedeo?lu, B. B., van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumu?, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33–56. https://doi.org/10.1177/1356766719858644
Ghozali. I & Latan. H. (2015). Partial Least Square, Konsep, Teknik dan Aplikasi Menggunakan Program Smart PLS 3.0 (2nd ed.). Semrang: Universitas Diponegoro Semarang.
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55(July 2019), 102117. https://doi.org/10.1016/j.jretconser.2020.102117
Gui, D. Y., Liu, S., Dai, Y., Liu, Y., Wang, X., & Huang, H. (2021). Greater patience and monetary expenditure: How shopping with companions influences purchase decisions. Journal of Retailing and Consumer Services, 63(June), 102665. https://doi.org/10.1016/j.jretconser.2021.102665
Haryadi, D., Haerofiatna, & Alfarizi, A. W. (2022). The Role of After Sales Service on Customer Loyalty Mediated by Customer Satisfaction. ECo-Buss, 5(2), 583–592.
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. The Journal of Asian Finance, Economics and Business, 7(9), 427–438. https://doi.org/10.13106/jafeb.2020.vol7.no9.427
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Kim, K., Kwon, H. ah, Park, J., Lee, H., & Choi, Y. (2023). Thermal treatment of petroleum-contaminated marine sediment according to oxygen availability and temperature: Product quality as a potential plant-growth medium. Chemosphere, 324, 138347. https://doi.org/10.1016/j.chemosphere.2023.138347
Kurniasih, D., Haryadi, D., & Wahyudi, W. (2023). An empirical study in building brand loyalty in wardah cosmetics. Enrichment?: Journal of Management, 12(6), 4678–4684. Retrieved from https://enrichment.iocspublisher.org/index.php/enrichment/article/view/1166
Li, G., Egger, P. H., Li, J., & Wu, H. (2022). Exporting firms’ factor and product-quality adjustments in response to employment protection legislation: Evidence from China. China Economic Review, 73(February), 101801. https://doi.org/10.1016/j.chieco.2022.101801
Lin, Y. H., Lin, F. J., & Ryan, C. (2014). Tourists’ purchase intentions: impact of franchise brand awareness. The Service Industries Journal, 34(9–10), 811–827. https://doi.org/10.1080/02642069.2014.905919
Nurwendi, W., & Haryadi, D. (2022). Peran Ambidexterity Organisasi Sebagai Variabel Intervening Dalam Meningkatkan Kinerja Pemasaran UMKM Di Masa Covid-19. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 47–64. https://doi.org/10.46367/iqtishaduna.v11i1.513
Pambangun, D. R. T. (2016). Pengaruh Strategi Brand Extension Terhadap Keputusan Pembelian Smartphone Acer Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Pengunjung WTC Dan Marina Plaza Di Surabaya). Jurnal Ilmu Manajemen.
Pierce, G., & Connolly, R. (2023). Disparities in the “who” and “where” of the vehicle purchase decision-making process for lower-income households. Travel Behaviour and Society, 31(December 2021), 363–373. https://doi.org/10.1016/j.tbs.2023.02.003
Priyatin, & Setyawati, H. A. (2021). Analisis Pengaruh Product Quality, Brand Image Dan Brand Familiarity Terhadap Customer Loyalty Pada Sepatu Voli Mizuno (Studi Pengguna Sepatu Voli Mizuno Di Kabupaten Kebumen). Jurnal Bisnis Manajemen, 1(2).
Qomariyah, L., & Haryadi, D. (2022). Meningkatkan Loyalitas Merek Dengan Pengalaman Merek Melalui Cinta Merek dan Kepercayaan Merek. Jurnal Ilmiah Manajemen Dan Bisnis, 23(1), 38–57. Retrieved from http://dx.doi.org/10.30596/jimb.v23i1.9421
Rahman, M. S., Hossain, M. A., Hoque, M. T., Rushan, M. R. I., & Rahman, M. I. (2021). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management: An International Journal, 25(1), 153–183. https://doi.org/10.1108/JFMM-07-2019-0137
Rifai, H. A., Kumadji, S., & Yulianto, E. (2016). PENGARUH PERLUASAN MEREK TERHADAP CITRA MEREK DAN DAMPAKNYA TERHADAP MINAT BELI (Survei pada Pengguna Produk Induk Merek Lifebuoy pada Mahasiswa S1 dan D3 Universitas Brawijaya. Jurnal Administrasi Bisnis (JAB), 35(1), 120–126.
Saleem, S., Rahman, S. U., & Omar, R. M. (2015). Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty. International Journal of Marketing Studies, 7(1), 66–77. https://doi.org/10.5539/ijms.v7n1p66
Suhendi, D. (2021). Service Quality and Product Quality Key to Improve Customer Loyalty. Journal of Business and Management Review, 2(9), 620–633. https://doi.org/10.47153/jbmr29.2092021
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(July), 102696. https://doi.org/10.1016/j.jretconser.2021.102696
Wang, Y., Hsiao, S. H., Yang, Z., & Hajli, N. (2016). The impact of sellers’ social influence on the co-creation of innovation with customers and brand awareness in online communities. Industrial Marketing Management, 54, 56–70. https://doi.org/10.1016/j.indmarman.2015.12.008
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177(January). https://doi.org/10.1016/j.techfore.2022.121551
Yufei, G., Arshad, M. U., Xinya, G., & Yuanfeng, Z. (2022). An empirical study of the key factors affecting herders’ purchasing decision on weather index insurance—A case study from inner Mongolia autonomous region, China. Heliyon, 8(11), e11881. https://doi.org/10.1016/j.heliyon.2022.e11881
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