THE ROLE OF BRAND EQUITY AND PRICE ON THE PURCHASE DECISION OF HEADACHE MEDICINE
Abstract
One of the company's goals is to sell the product as much as possible so as to get the optimum profit. This is inseparable from a brand which is a reflection of the company itself. Brand for a product is very important. This is because there are more and more brands of competing products in the market. Competition with high intensity causes brand equity to become the company's advantage to enter the market and win the hearts of consumers. In addition, only brands that have strong brand equity will remain able to survive, compete, seize, and dominate the market. The strength of the brand must be supported by offering prices that are in accordance with the target market. This study intends to observe the role of price and brand equity on headache medicine purchasing decisions. Respondents came from 100 students in the city of Surabaya who were taken based on accidental sampling technique. From the regression results, it is found that the two independent variables have a role in determining the decision to purchase headache medicine, partially or simultaneously.
Keywords
Full Text:
PDFReferences
Ahmat, N. C., S. Radzi., M. S Zahari., M. R. Muhammad., A. A. Aziz., & N. A. Ahmad. 2011. The Effect of Factors Influencing the Perception of Price Fairness Towards Customer Response Behaviors. Journal of Global management, 2 (1). 22 – 38.
Al Hakim, Y. R. & S. Arifin. 2017. Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Produk Rokok, Jurnal Agrimas, 1(1), 29-38.
Budiyanto & D. Darmawan. 2005. Pengaruh Strategi Bauran Pemasaran terhadap Niat Pembelian Ulang Produk Sepeda Motor, Jurnal Ekonomi dan Keuangan, 9(3), 362-377.
Darmawan, D. 2005. Pengaruh Psikologi Konsumen terhadap Pemilihan Merek (Studi Kasus Produk Mobil di Kota Surabaya), DIE, Jurnal Ilmu Ekonomi dan Manajemen, 2 (1), 65-68.
Darmawan, D. 2005. Top of Mind Brand Vs Bottom of Mind Brand, Jurnal Media Komunikasi Ekonomi dan Manajemen, 3(3), 51-57.
Darmawan, D. 2005. Pengaruh Ekuitas Nilai dan Kepuasaan Nasabah terhadap Pemilihan Merek dan Penyampaian Berita dari Mulut Ke Mulut, JAMBSP, Jurnal Akuntansi, Manajemen Bisnis dan Sektor Publik, 1 (2), 145-157.
Darmawan, D. 2009. Ekuitas Pelanggan, Strategi Menciptakan Pelanggan Setia. Metromedia, Surabaya.
Darmawan, D. 2019. The Effect of Customer Satisfaction on Trust and Customer Loyalty, Management & Accounting Research Journal, 3(2), 1-8.
Darmawan, D. 2019. The Effect of Corporate Image on Brand Awareness and Brand Attitude, Jurnal Translitera, 8(1), 13-26.
Darmawan, D., R. Mardikaningsih., & M. Hariani. 2019. The Effect of Endorser Celebrity, Attitude Toward to Ads, and Brand Attitude on Purchase Intention. Relasi-Jurnal Ekonomi, 15(2), 263-276.
Darmawan, D., R. Mardikaningsih., S. Arifin., & M. Hariani. 2019. Upaya Memperkuat Citra Ramayana Departemen Toko Melalui Promosi Penjualan dan Periklanan. Jurnal Ilmiah Ilmu-ilmu Ekonomi, 12(1), 59-71.
Darmawan, D. M. Hariani., M. Irfan, A. R. Putra. 2020. Minat Menggunakan Jasa Penyeberangan Kapal Feri Rute Ujung – Kamal Di Masa Pandemi Covid-19. Jurnal Baruna Horizon, 3(2), 242-250.
Darmawan, D., R. Mardikaningsih, E. A. Sinambela, S. Arifin, A.R. Putra, M. Hariani, M. Irfan, Y.R. Al Hakim, & F. Issalillah. 2020. The Quality of Human Resources, Job Performance and Employee Loyalty, International Journal of Psychosocial Rehabilitation, 24(3), 2580-2592.
Darmawan, D. & J. Gatheru. 2021. Understanding Impulsive Buying Behavior in Marketplace, Journal of Social Science Studies, 1(1), 11-18.
Darmawan, D. 2021. Pencapaian Kepuasan dan Loyalitas Pelanggan melalui Strategi Pemasaran berdasarkan Pengalaman (Studi Kasus Pelanggan Rumah Makan Ayam Bakar Wong Solo di Mojokerto), Jurnal Manajemen, Bisnis, dan Kewirausahaan, 1(1), 1-14.
Darmawan, D. & S. Arifin. 2021. Studi Empiris tentang Perilaku Konsumen Produk Air Minum dalam Kemasan ditinjau dari Variabel Harga dan Kesadaran Merek. Jurnal Pendidikan, Sosial, Budaya, 7(3), 179-186.
Darmawan, D. & E. Grenier. 2021. Competitive Advantage and Service Marketing Mix, Journal of Social Science Studies, 1(2), 75-80.
Djaelani M., & D. Darmawan. 2021. Analisis Persepsi Kualitas Layanan Kapal Feri. Journal of Trends Economics and Accounting Research, 2(1), 22-25.
Djaelani, M. & D. Darmawan. 2021. Pengukuran Tingkat Kepuasan Pengguna Jasa Parkir di Pusat Pembelanjaan Royal Plaza Surabaya, Ekonomi, Keuangan, Investasi dan Syariah, 3(2), 307-311.
Djaelani, M., & D. Darmawan. 2021. Dulux Wall Paint Purchase Decision: The Role of Brand Image, Price, and Product Quality on Consumer Behavior of Paint Products. Jurnal Simki Economic, 4(2), 150-160.
Djati, S. P. & D. Darmawan. 2004. Pengaruh Kesan Kualitas Layanan, Harga dan Kepuasan mahasiswa PTS terhadap Minat Mereferensi Kampusnya, Jurnal Widya Manajemen dan Akuntansi, 4(2), 190-204.
Djati, S. P. & D. Darmawan. 2005. Pengaruh Kinerja Karyawan terhadap Kepuasan, Kepercayaan, dan Kesetiaan Pelanggan, Jurnal Manajemen dan Kewirausahaan, 7(1), 48-59.
Ernawati & D. Darmawan. 2017. Korelasi Lokasi dan Promosi Dengan Keputusan Pembelian Rumah Subsidi, Jurnal Ekonomi dan Bisnis, 7(2), 1-7.
Ferrinadewi, E. & D. Darmawan. 2004. Perilaku Konsumen: Analisis Model Keputusan, Universitas Atma Jaya, Yogyakarta.
Gunawan, A., S. Arum, R. Mahyanaila, & H. Khasanah. 2019. Perilaku Konsumen dan Pemasaran Strategik, Spektrum Nusa Press, Jakarta.
Halizah, S. N., E. Retnowati, D. Darmawan, R. K. Khayru, & F. Issalillah. 2022. Determinants of Customer Trust: A Study on Safety, Ease-of-use, and Perceived usefulness of Herbal Products of Kuku Bima Ener-G, Journal of Trends Economics and Accounting Research, 2(4), 86-92.
Halizah, S. N. & D. Darmawan. 2022. Development Entrepreneurship Intention as an Effort to Improve the Level of the Consumer Household Economy, Bulletin of Science, Technology and Society, 1(1), 30-34.
Halizah, S. N., A. Infante, & D. Darmawan. 2022. Keterbentukan Kepercayaan Pelanggan Shopee Melalui Kualitas Hubungan, Reputasi dan Keamanan Marketplace. Ekonomi, Keuangan, Investasi Dan Syariah, 4(1), 256-261.
Handoyo, D. 2021. The Effect of Corporate Image, Location, Price and Service Quality on Customer Satisfaction of J&T Express Delivery Services, Journal of Marketing and Business Research, 1(1), 25-38.
Hidayat, T., D. Darmawan, O. R. Isma, M. Hariani & A. R. Putra. 2015. Hubungan Inovasi Produk, Harga Premi dan Perilaku Konsumen. Jurnal Ekonomi, Bisnis dan Manajemen, 5(2), 119-130.
Irfan, M. & A. R. Putra. 2020. The Effect of Packaging and Brand Image on Purchase Intentions of Packed Rice Products, Journal of Science, Technology and Society, 1(1), 13-22.
Iskandar, M. & D. Darmawan. 2003. Strategi Pemasaran. IntiPresindo Pustaka, Bandung.
Issalillah, F., D. Darmawan & R. K. Khayru. 2021. Social Cultural, Demographic and Psychological Effects on Insurance Product Purchase Decisions, Journal of Science, Technology and Society, 2(1), 1-10.
Jahroni., E. A. Sinambela, R. Mardikaningsih, & D. Darmawan. 2021. Pengaruh Citra Toko, Suasana Toko dan Harga terhadap Keputusan Pembelian. Jurnal Pendidikan Tambusai, 5(3), 10234-10241.
Khairi, M. & D. Darmawan. 2021. The Relationship Between Destination Attractiveness, Location, Tourism Facilities, And Revisit Intentions, Journal of Marketing and Business Research, 1(1), 39-50.
Khasanah, H., S. Arum & D. Darmawan. 2010. Pengantar Manajemen Bisnis. Spektrum Nusa Press, Jakarta.
Khayru, R.K. & F. Issalillah. 2021. Study on Consumer Behavior and Purchase of Herbal Medicine Based on The Marketing Mix, Journal of Marketing and Business Research, 1(1), 1-14.
Khayru, R.K. 2021. Opinions about Consumer Behavior during the Covid-19 Pandemic, Journal of Social Science Studies, 1(1), 31-36.
Khayru, R.K., N. S. Wisnujati, D. Darmawan, & F. Issalillah. 2021. Pengamatan Loyalitas Merek Obat Herbal Berdasarkan Kemasan dan Harga. Jurnal Simki Economic, 4(2), 121-132
Lestari, U.P. & E.A. Sinambela. 2022. Keputusan Tempat Pembelian berdasarkan Kualitas Layanan, Suasana Toko, dan Persepsi Harga, Jurnal Ilmiah Satyagraha, 5(2), 87-97.
Mardikaningsih, R. & E. A. Sinambela. 2016. Peranan Komunikasi Pemasaran, Citra Merek dan Kepercayaan Merek Terhadap Kesetiaan Merek, Jurnal Ilmu Manajemen, 2(1), 33-52.
Mardikaningsih, R. & A. R. Putra. 2017. Analisis Perbandingan Sikap Konsumen terhadap Penggunaan Produk Garam Beryodium Merek Kapal dan Dolpin di Sidoarjo, Jurnal Agrimas, 1(1), 49 – 54.
Mardikaningsih, R. 2019. Pengaruh Persepsi Kualitas dan Persepsi Resiko terhadap Keputusan Pembelian Susu Formula, Ekonomi, Keuangan, Investasi dan Syariah, 1(1), 1-8.
Mardikaningsih, R. 2021. Pencapaian Kepuasan Pelanggan Pada Jasa Pengiriman Barang Melalui Harga, Ekuitas Merek, dan Kualitas Pelayanan, Jurnal Baruna Horizon, 4(1), 64-73.
Masitoh, D., D. Darmawan & E. A. Sinambela. 2017. The Effect of Service Quality and Trust on Customer Loyalty of Warung Apung Rahmawati of Mojokerto Branch, Jurnal Agrimas, 1(2), 107-114.
Masruroh, S. 2021. Pengaruh Persepsi Harga, Kualitas Layanan, Keragaman Produk dan Pengalaman terhadap Loyalitas Pelanggan di Bengkel Bandara Motor Brangkal Mojokerto, Jurnal Ilmu Manajemen, 1(1), 43-54.
Mendrika, V., D. Darmawan, T.S. Anjanarko, Jahroni, M. Shaleh, & B. Handayani. 2021. The Effectiveness of the Work from Home (WFH) Program during the Covid-19 Pandemic, Journal of Social Science Studies, 1(2), 44-46.
Padma, A., N. Aisyah, D. Darmawan, I.A. Azmi & A. R. Putra. 2018. Contingency Approach to Strategies for Service Firms, Business Research, 7(2), 178-189.
Putra, A.R. & S. Arifin. 2020. Komunikasi Pemasaran, Metromedia, Surabaya.
Putra, A.R., M. M. D. H. Rudiansyah, D. Darmawan, R. Mardikaningsih & E. A. Sinambela. 2022. Pengaruh Gaya Hidup, Lingkungan Fisik, dan Persepsi Harga terhadap Loyalitas Pelanggan Lottemart. Jurnal Ekonomi dan Manajemen, 2(1), 71-85
Ranjbarian, B., S. M. Abdollahi, & A. Khorsandnejad. 2011. The Impact of brand equity on advertising effectiveness. Interdisciplinary Journal of Contemporary Research in Business, 3(5), 229 – 238.
Retnowati, E. & R. Mardikaningsih. 2021. Study on Online Shopping Interest Based on Consumer Trust and Shopping Experience, Journal of Marketing and Business Research, 1(1), 15-24.
Retnowati, E. & A. R. Putra. 2021. Upaya Penerapan Protokol Kesehatan kepada Masyarakat di Wilayah Perum Taman Sidorejo Krian Sidoarjo di Masa Pandemi Covid-19 melalui Pemberdayaan Karang Taruna, Jurnal Pendidikan, Penelitian, dan Pengabdian Masyarakat, 1(1), 1-8.
Retnowati, E., D. Darmawan., R. Mardikaningsih., & E. A. Sinambela. 2021. Pengaruh Pencapaian Kepuasan Konsumen Rumah Makan Berdasarkan Kesan Kualitas Produksi dan Harga. Jurnal Ekonomi dan Ekonomi Syariah (JESYA), 4(2), 1382-1389.
Setyaningsih & D. Darmawan. 2004. Pengaruh Citra Merek terhadap Efektifitas Iklan, Jurnal Media Komunikasi Ekonomi dan Manajemen, 2(3), 41-49.
Sinambela, E. A. 2017. Pengaruh Ekuitas Merek dan Harga terhadap Keputusan Pembelian Produk Kopi Bubuk Kemasan, Management & Accounting Research Journal, 1(2), 44-49.
Sinambela, E. A., Y. R. Al Hakim, & H. D. Hahury. 2019. Pengaruh Citra Merek dan Gaya Hidup terhadap Sensitivitas Harga, Ekonomi, Keuangan, Investasi dan Syariah, 1(1), 9-15.
Sinambela, E. A., P. P. Sari., & S. Arifin. 2020. Pengaruh Variabel Harga dan Citra Perusahaan terhadap Keputusan Pembelian Produk Wingsfood. Jurnal Ilmiah Ilmu-ilmu Ekonomi, 13(1), 55-70.
Sinambela, E. A. & N. Widyawati. 2021. Studi Tentang Citra Toko, Gaya Hidup, dan Keputusan Pembelian di Toko Busana Muslim, Jurnal Manajemen, Bisnis, dan Kewirausahaan, 1(1), 39-52.
Sinambela, E. A. 2021. Examining the Relationship between Tourist Motivation, Touristic Attractiveness, and Revisit Intention, Journal of Social Science Studies, 1(1), 25-30.
Sinambela, E. A. & R. Mardikaningsih. 2022. Harga dan Keberagaman Produk serta Pengaruhnya terhadap Loyalitas Pelanggan Restoran. Jurnal Ilmiah Satyagraha, 5(1), 37-47.
Sinambela, E. A., E. I. Azizah, & A. R. Putra. 2022. The Effect of Green Product, Green Price, and Distribution Channel on The Intention to Repurchasing Simple Face Wash. Journal of Business and Economics Research (JBE), 3(2), 156−162.
Sutrisno, R.I. & D. Darmawan. 2022. Pengaruh Promosi Penjualan, Diversifikasi Produk dan Harga terhadap Kepuasan Pelanggan, Jurnal Manajemen, Bisnis, dan Kewirausahaan, 2(1), 1-12.
Trirahayu, D., L. Putriana, D. Darmawan, E. A. Sinambela & R. Mardikaningsih. 2014. Peran Bauran Pemasaran Jasa terhadap Minat Beli dan Minat Mereferensikan. Jurnal Ekonomi, Bisnis dan Manajemen, 4(1), 51-62.
Wahab, E., A. Aziz, D. Darmawan, M. Hashim & Y. Fan. 2017. Marketing New Products to Mainstream Customers, Journal of Economics and Business, 8(2), 239-246.
DOI: https://doi.org/10.56348/mark.v2i2.54
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Rafadi Khan Khayru, Fayola Fayola
This work is licensed under a Creative Commons Attribution 4.0 International License.
Journal of Marketing and Business Research (MARK)
Publish by Metromedia Education Center
Perumahan Grand Alexandria Fortune Blok AF1 No 11, Surabaya, Provinsi Jawa Timur
Email: mark.journal@gmail.com
This work is licensed under a Creative Commons Attribution 4.0 International License