Dzulfikri Azis Muthalib (1)
This study aims to analyze the effect of brand awareness and brand trust on purchasing decisions of MSME products in Kendari City.. This research employs a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to consumers of MSME products in Kendari City, involving 100 respondents selected using a simple random sampling technique. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that brand awareness and brand trust simultaneously have a positive and significant effect on purchasing decisions of MSME products in Kendari City. Partially, both brand awareness and brand trust also have a positive and significant effect on purchasing decisions, with brand trust identified as the most dominant variable. These findings suggest that consumers tend to purchase MSME products that they are familiar with and trust. This study is expected to contribute theoretically to marketing literature, particularly in the context of MSME brand equity, and to provide practical implications for MSME actors and local governments in formulating effective marketing strategies to enhance the competitiveness of local MSME products.
Aaker, D. A. (1991). MANAGING BRAND EQUITY: CAPITALIZING ON THE VALUE OF A BRAND NAME. Free Press.
Aprilia, F., Kumadji, S., & Kusumawati, A. (2020). PENGARUH BRAND AWARENESS, PERCEIVED QUALITY, DAN BRAND ASSOCIATION TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM. Jurnal Administrasi Bisnis, 85(2), 56–65.
Assael, H. (2004). CONSUMER BEHAVIOR: A STRATEGIC APPROACH. Houghton Mifflin.
Chaudhuri, A., & Holbrook, M. B. (2001). THE CHAIN OF EFFECTS FROM BRAND TRUST AND BRAND AFFECT TO BRAND PERFORMANCE: THE ROLE OF BRAND LOYALTY. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). THE IMPACT OF BRAND AWARENESS ON CONSUMER PURCHASE INTENTION: THE MEDIATING EFFECT OF PERCEIVED QUALITY AND BRAND LOYALTY. The Journal of International Management Studies, 4(1), 135–144.
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). BRAND TRUST IN THE CONTEXT OF CONSUMER LOYALTY. European Journal of Marketing, 35(11/12), 1238–1258. https://doi.org/10.1108/EUM0000000006475
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2018). INFLUENCE OF INNOVATION CAPABILITY AND CUSTOMER EXPERIENCE ON REPUTATION AND LOYALTY. Journal of Business Research, 93, 1–13. https://doi.org/10.1016/j.jbusres.2018.08.002
Ghozali, I. (2018). APLIKASI ANALISIS MULTIVARIATE DENGAN PROGRAM IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Ha, H. Y., & Perks, H. (2005). EFFECTS OF CONSUMER PERCEPTIONS OF BRAND EXPERIENCE ON THE WEB: BRAND FAMILIARITY, SATISFACTION AND BRAND TRUST. Journal of Consumer Behaviour, 4(6), 438–452. https://doi.org/10.1002/cb.29
Hapsari, R., Clemes, M., & Dean, D. (2017). THE IMPACT OF SERVICE QUALITY, CUSTOMER ENGAGEMENT AND SELECTED MARKETING CONSTRUCTS ON AIRLINE PASSENGER LOYALTY. International Journal of Quality and Service Sciences, 9(1), 21–40. https://doi.org/10.1108/IJQSS-07-2016-0048
Hoyer, W. D., & Brown, S. P. (1990). EFFECTS OF BRAND AWARENESS ON CHOICE FOR A COMMON, REPEAT-PURCHASE PRODUCT. Journal of Consumer Research, 17(2), 141–148. https://doi.org/10.1086/208544
Keller, K. L. (2020). STRATEGIC BRAND MANAGEMENT: BUILDING, MEASURING, AND MANAGING BRAND EQUITY (5th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). PRINCIPLES OF MARKETING (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2021). MARKETING MANAGEMENT (16th ed.). Pearson Education.
Lau, G. T., & Lee, S. H. (1999). CONSUMERS’ TRUST IN A BRAND AND THE LINK TO BRAND LOYALTY. Journal of Market-Focused Management, 4(4), 341–370. https://doi.org/10.1023/A:1009886520142
Macdonald, E. K., & Sharp, B. M. (2000). BRAND AWARENESS EFFECTS ON CONSUMER DECISION MAKING FOR A COMMON, REPEAT PURCHASE PRODUCT: A REPLICATION. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
Merrilees, B. (2007). A THEORY OF BRAND-LED SME NEW VENTURE DEVELOPMENT. Qualitative Market Research: An International Journal, 10(4), 403–415. https://doi.org/10.1108/13522750710819739
Morgan, R. M., & Hunt, S. D. (1994). THE COMMITMENT-TRUST THEORY OF RELATIONSHIP MARKETING. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Putra, I. G. N. A. D., & Sulistyawati, E. (2020). PENGARUH BRAND TRUST, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION UMKM. E-Jurnal Manajemen Universitas Udayana, 9(7), 2798–2817. https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p15
Rossiter, J. R., & Percy, L. (1987). ADVERTISING AND PROMOTION MANAGEMENT. McGraw-Hill.
Schiffman, L. G., & Kanuk, L. L. (2010). CONSUMER BEHAVIOR (10th ed.). Pearson Education.
Sevilla, C. G., Ochave, J. A., Punsalan, T. G., Regala, B. P., & Uriarte, G. G. (1993). RESEARCH METHODS. Rex Printing Company.
Sugiyono. (2019). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (2nd ed.). Alfabeta.
Wahyuni, S., & Ginting, M. (2017). THE IMPACT OF PRODUCT QUALITY, PRICE, AND DISTRIBUTION ON PURCHASE DECISION ON THE SARIAYU MARTHA TILAAR BEAUTY PRODUCTS IN MEDAN. Journal of Management, 3(2), 1–15.