ANALISIS CITRA MEREK TERHADAP MINAT KONSUMEN PRODUK THE BODY SHOP PALANGKA RAYA

Noorjaya Nahan; Vivy Kristinae

doi:10.31002/rn.v3i1.1419

Title:

ANALISIS CITRA MEREK TERHADAP MINAT KONSUMEN PRODUK THE BODY SHOP PALANGKA RAYA

Author:

Noorjaya Nahan^(1*)

Vivy Kristinae⁽²⁾

(1) Universitas Palangka Raya, Indonesia
(2) Universitas Palangka Raya, Indonesia
(*) Corresponding Author
10.31002/rn.v3i1.1419| Abstract views : 187 | PDF views : 0

Abstract

Competition for environmentally friendly products in the current era is increasing, resulting in consumer interest in products that require information about products. The purpose of this study is to identify the extent of brand image in the community towards environmentally friendly products in The Body Shop products in Palangka Raya which are environmentally friendly products and can be used from teens to parents. Research with a sample of 100 consumers with consumer age control variables and analyzed quantitatively with SPSS 24.0 resulted in a significant brand image that could increase consumer interest and significant mediation promotion in making repeat purchases. Research implications for increasing consumer interest in products by maintaining product image and relentless promotion as a business strategy so that they are able to compete in environmentally friendly products.

Keywords

Brand Image; Promotion; Interest; Repurchase

Full Text:

PDF

References

Adeniran, T. V., & Johnston, K. A. (2012). Investigating the dynamic capabilities and competitive advantage of South African SMEs. African Journal of Business Management, 6(11), 4088-4099. doi: http://dx.doi.org/10.5897/AJBM11.1673

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.

Avlonitis, G. J., & Gounaris, S. P. (1997). Marketing orientation and company performance: industrial vs. consumer goods companies. Industrial Marketing Management, 26(5), 385-402.

Caterina, P., Natalia, M., & Ingeborg Astrid, K. (2016). Brand selfies: consumer experiences and marketplace conversations. European Journal of Marketing, 50(9/10), 1814-1834. doi: 10.1108/EJM-07-2015-0492

Chien, P. M., Cornwell, T. B., & Pappu, R. (2011). Sponsorship portfolio as a brand-image creation strategy. Journal of Business Research, 64(2), 142-149. doi: 10.1016/j.jbusres.2010.02.010

Coombes, P. H., & Nicholson, J. D. (2013). Business models and their relationship with marketing: A systematic literature review. Industrial Marketing Management, 42(5), 656-664. doi: 10.1016/j.indmarman.2013.05.005

Gonçalves, H. M., Lourenço, T. F., & Silva, G. M. (2016). Green buying behavior and the theory of consumption values: A fuzzy-set approach. Journal of Business Research, 69(4), 1484-1491. doi: 10.1016/j.jbusres.2015.10.129

Hsu, Y. (2011). Design innovation and marketing strategy in successful product competition. The Journal of Business & Industrial Marketing, 26(4), 223-236. doi: http://dx.doi.org/10.1108/08858621111126974

Kotler, P., & Armstrong, G. (2011). Principles of Marketing.

Medlin, C. J., & Törnroos, J.-Å. (2014). Interest, sensemaking and adaptive processes in emerging business networks — An Australian biofuel case. Industrial Marketing Management, 43(6), 1096-1107. doi: 10.1016/j.indmarman.2014.05.023

Nedra, B.-A., Sharma, S., & Dakhli, A. (2015). Perception and motivation to purchase organic products in Mediterranean countries: An empirical study in Tunisian context. Journal of Research in Marketing and Entrepreneurship, 17(1), 67-90. doi: 10.1108/JRME-07-2014-0015

Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.

Purnasari, H., & Yuliando, H. (2015). How Relationship Quality on Customer Commitment Influences Positive e-WOM. Agriculture and Agricultural Science Procedia, 3, 149-153. doi: 10.1016/j.aaspro.2015.01.029

Riebe, E., Wright, M., Stern, P., & Sharp, B. (2014). How to grow a brand: Retain or acquire customers? Journal of Business Research, 67(5), 990-997. doi: 10.1016/j.jbusres.2013.08.005

Taghinezhad, F., Safavi, M., Raiesifar, A., & Yahyavi, S. H. (2015). Antecedents of organizational citizenship behavior among Iranian nurses: a multicenter study. BMC Res Notes, 8, 547. doi: 10.1186/s13104-015-1505-1

Wei-Shong, L., Jing-Wen, H., & Ming-Yih, Y. (2015). Developing the capability of marketing intelligence: A subjective dynamic capability study. Benchmarking: An International Journal, 22(7), 1341-1359. doi: 10.1108/BIJ-12-2013-0117

Zineldin, M., & Philipson, S. (2007). Kotler And Borden Are Not Dead: Myth of Relationship Marketing And Truth of The 4Ps. Journal of Consumer Marketing, 24(4), 229-241. doi: 10.1108/07363760710756011

DOI: https://doi.org/10.31002/rn.v3i1.1419