Analysis of the Influence of Brand Association, Brand Image, Brand Awareness, and Brand Loyalty on Brand Equity of Telon Oil

  • Rony Indrayana Universitas Pancasila, Jakarta Selatan, Indonesia
  • Faizatun Universitas Pancasila, Jakarta Selatan, Indonesia
  • Derriawan Universitas Pancasila, Jakarta Selatan, Indonesia
Keywords: Brand Association, Brand Image, Brand Awareness, Brand Loyalty, Brand Equity.

Abstract

This research aims to analyze the influence of brand association, brand image, brand awareness, and brand loyalty on brand equity of telon oil. This research uses a quantitative approach with the sample in the study being women or men aged 25 – 55 years and who have used My Baby telon oil. In carrying out this research, researchers used data analysis methods using the Likert scale measurement method, questionnaire data analysis using the SPSS 26 statistical program with the SEM SmartPLS method. The research results show several important findings regarding the relationship between the main variables in the context of Brand Equity. First, Brand Association (X1) significantly influences Brand Equity (Z) and Brand Loyalty (Y). Second, Brand Awareness (X2) has a significant influence on Brand Loyalty (Y), but not on Brand Equity (Z). Third, Brand Image (X3) significantly influences Brand Equity (Z), but not significantly on Brand Loyalty (Y). Apart from that, Brand Loyalty (Y) was also found to have a significant influence on Brand Equity (Z). These findings provide important insights for marketing and brand management strategies to strengthen key aspects that influence consumer perception and loyalty towards brands.

References

Aaker, D. A. (1991). Managing Brand Equity. New York: Thre Free Press.

Alfian, B. (2012). Pengaruh Citra Merek (Brand Image) Terhadap Pengambilan Keputusan Pembelian Mobil Toyota Kijang Inova Pada PT. Hadji Kalla Cabang Polman. Makasar: Fakultas Ekonomi dan Bisnis Universitas Hasanuddin.

Baalbaki, S. S. (2012). Consumer Perception of Brand Equity Measurement : A New Scale. Proquest LLC.

Chen, C. F., & Tseng, W. S. (2010). Exploring Customer-Based Brand Equity:Evidence from Taiwan. Transportation Journal, Vol. 49, No.1, pp. 22-34

Cobb-Walgren, C. J, et al. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising ; 24,3 ; pg. 25

De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of marketing management, 15(1-3), 157-179.

Haryono, S., & Wardoyo, P. (2012). Structural equation modeling. Bekasi: PT Intermedia Personalia Utama.

Kartikasari, N. P. (2014). Pengaruh komunikasi pemasaran terpadu terhadap ekuitas merek. Interaksi: Jurnal Ilmu Komunikasi, 3(2), 162-167.

Kertajaya, H. (2006). Hermawan Kertajaya on Marketing Mix: Seri 9 elemen marketing. MarkPlus & Co dan PT Mizan Pustaka. Bandung.

Lassar W, et al. (1995). Measuring Customer-Based Brand Equity. Journal Consumer Marketing Vol.12, No. 4. Pp. 11 – 19.

Lee, G. C., & Leh, F. C. Y. (2011). Dimensions of customer-based brand equity: A study on Malaysian brands. Journal of Marketing Research and case studies, 2011(10), 1-10.

Martha, H. D. (2016). Ini Sebabnya Bayi Rentan Mengalami Perut Kembung. Jakarta: Detik Health.

Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of brand management, 12, 264-278.

Olson, J. C., & Jacoby, J. (1972). Cue utilization in the quality perception process. ACR Special Volumes.

Pambayun, E. L., & Permassanty, T. D. (2021). An Integrated Marketing Communication Circle in 4.0 Era: Filosofi, Konsep, dan Implementasi. Penerbit Adab.

Shimp, A. T. (2003). Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran Terpadu, Jilid I ( edisi 5), Jakarta :Erlangga.

Silviani, I., & Darus, P. (2021). Strategi Komunikasi Pemasaran Menggunakan Teknik Integrated Marketing Communication (IMC). Scopindo media pustaka.

Simamora, Bilson, (2002), Aura Merek, PT. Gramedia Pustaka Utama, Jakarta.

Solarbesain, F. H. P., & Pudjihastuti, I. (2019). Pengaruh Komposisi pada Minyak Telon terhadap Uji Indeks Bias dengan Menggunakan Refraktometer Tipe Way Abbe. Metana, 15(1), 32-36.

Wardani, E. A. (2015). Pengaruh Dimensi Ekuitas Merek Terhadap Minat Beli Pada Kertanegara Guest House Malang. Manajemen Bisnis, 5(2).

Wertime, K. (2002). Building Brands & Believers. Esensi.

Widjanarko, H. (2005). Pengaruh Dimensi Ekuitas Merek Terhadap Niat Membeli. EKUITAS (Jurnal Ekonomi dan Keuangan), 9(3), 324-339.

Published
2024-03-21
How to Cite
Indrayana, R., Faizatun, & Derriawan. (2024). Analysis of the Influence of Brand Association, Brand Image, Brand Awareness, and Brand Loyalty on Brand Equity of Telon Oil. International Journal of Science and Society, 6(2), 166-173. Retrieved from http://ijsoc.goacademica.com/index.php/ijsoc/article/view/1121