The Influence of Brand Equity and STP Towards Pricing Strategy and the Impact on Decision Making

  • Authors

    • Ryan Kurniawan
    • Mohd Haizam Mohd Saudi
    • Zeffanya Raphael Wijaya
    2018-12-13
    https://doi.org/10.14419/ijet.v7i4.34.25304
  • Brand Equity, STP, Pricing Strategy, Decision Making.

  • Abstract

    This research was conducted to find out the influence of brand equity, STP, pricing strategy, and decision making to increase the number of new students every year at the Excellent Class Wiyata Indonesia Management Institute (IMWI) located in Sukabumi City. This is because higher education is one of the driving forces of success of a nation to move forward and able to compete with other nations, then a university should be able to run a quality operational and service, as mandated by law. This research uses an explanatory method, a questionnaire with 5-point scale used to collect data, in order to measure indicators of variables studied. The sample obtained is 163 students, with calculation using Slovin formula, (1) there is an influence of brand equity and STP on decision making, either partially or simultaneously, (2) there is influence of brand equity and STP on pricing strategy, (3) there is an intervening pricing strategy towards decision making. The results of this study are very important for the IMWI Rector to evaluate how to increase the number of students and IMWI images in the minds of the people.

     


     

  • References

    1. [1] Sangadji EM, Sopiah DM and Pd M. 2013. Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. Cv Andi.

      [2] Armstrong G, Adam S, Denize S and Kotler P. 2014. Principles of marketing. Pearson Australia.

      [3] Kotler P and Keller KL. 2012. Marketing Management. Prentice Hall.

      [4] Kotler P, Bowen JT and Makens JC. 2002. Pemasaran, perhotelan dan keparawisataan. Prehallindo.

      [5] Tjiptono and Chandra. 2012. Strategic Marketing. Andy Offset.

      [6] Lamb CW, Hair JF and McDaniel C. 2011. Essentials of Marketing. Cengage Learning.

      [7] Aaker DA. 2009. Managing brand equity. Simon and Schuster.

      [8] Tarantino DP. 2003. Using the balanced scorecard as a performance management tool. Physician Executive, 29(5), 69-73.

      [9] Iskandar J. 2015. Analisa Penerapan Segmenting, Targeting, dan, Positioning Terhadap Strategi Pemasaran. Jurnal. Universitas Tribhuwana Tunggadewi Malang.

      [10] Ries A and Trout J. 2013. Positioning: Wie Marken und Unternehmen in übersättigten Märkten überleben. Vahlen.

      [11] Kotler P, Kartajaya H and Setiawan I. 2010. Marketing 3.0: From products to customers to the human spirit. John Wiley and Sons.

      [12] Saladin D. 2003. Intisari Pemasaran dan Unsur-unsur Pemasaran. Linda Karya.

      [13] Setiadi NJ. 2003. Perilaku konsumen: Konsep dan implikasi untuk strategi dan penelitian pemasaran. Prenada Media.

      [14] Sprotles GB and Kendall EL. 1986. A methodology for profiling consumers' decisionâ€making styles. Journal of Consumer Affairs, 20(2), 267-279.

      [15] Kumar MM, Kumar DP and Narayana MS. 2016. Impact of brand equity on customers purchase decision making while choosing branded over unbranded apparel in Andhra Pradesh. International Journal of Applied Engineering Research, 11(7), 5202-5209.

      [16] Rangkuti F. 2015. Marketing Research. Gramedia Pustaka Utama.

      [17] Pandensolang JD and Tawas HN. 2015. Pengaruh diferensiasi, kualitas produk dan ekuitas merek terhadap keputusan pembelian Coca-Cola pada PT. Bangun Wenang Beverges Company di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(3), 1113-1124.

      [18] Sugiyono. 2011. Method Research Quantitative Qualitative and R & D. Alfabeta.

      [19] Karamoy SW. 2013. Strategi segmenting, targeting dan positioning pengaruhnya terhadap keputusan konsumen menggunakan Produk KPR BNI Griya. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(3), 562-571.

      [20] Vinerean A. 2014. Motivators That Intervene in the Decision Making Process in Tourism. Expert Journal of Marketing, 2(2), 61-67.

      [21] Soedijati EK and Pratminingsih SA. 2011. The impacts of marketing mix on students choice of university study case of private university in bandung, Indonesia. Proceedings of the 2nd International Conference on Business and Economic Research, pp. 1-8.

      [22] Saprudin H. 2015. Pengaruh harga dan merek terhadap keputusan pembelian konsumen sepeda motor di PT. Subur Plus Indramayu. Jurnal Investasi, 1(1), 68-82.

      [23] Ailawadi KL, Lehmann DR and Neslin SA. 2003. Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1-7.

      [24] Barth ME, Clement MB, Foster G and Kasznik R. 1998. Brand values and capital market valuation. Review of Accounting Studies, 3(1-2), 41-68.

      [25] Wibowo GSA. 2013. Pengaruh Elemen-Elemen Brand Equity terhadap Keputusan Pembelian Notebook Toshiba. Jurnal Segmen, 9(1), 1-9.

      [26] Bucklin RE, Gupta S, Siddarth S. 1998. Determining segmentation in sales response across consumer purchase behaviors. Journal of Marketing Research, 35(2), 189-197.

      [27] Goller S, Hogg A, Kalafatis SP. 2002. A new research agenda for business segmentation. European Journal of Marketing, 36(1/2), 252-271.

      [28] Gunawardane NR. 2015. Impact of Brand Equity towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka. Journal of Marketing Management, 3(1), 100-117.

      [29] Leighton J, Bird G. 2014. The effect of branding on consumer choice. http://www.packagingfedn.co.uk/images/reports/The%20Effect%20of%20Branding% 20on%20Consumer%20Choice.pdf.

      [30] Sofjan AMB. Management Pemasaran. Raja Grafindo Persada.

      [31] Dahmiri D. 2010. Analisis Persepsi Konsumen terhadap Keputusan Membeli Perumahan Griya Kembar Lestari di Kota Jambi. Jurnal Manajemen Pemasaran Modern, 14, 36-46.

      [32] Rondán Cataluña FJ, García AN, Phau I. 2006. The influence of price and brand loyalty on store brands versus national brands. Int. Rev. of Retail, Distribution and Consumer Research, 16(4), 433-452.

      [33] Budiadi, NA 2009. Analisis Pengaruh Persepsi Harga terhadap Perilaku Pembelian Produk Kebutuhan Sehari-Hari. Bisnis dan Kewirausahaan, 2(3).

      [34] Narjono, AI 2012. Atribut Produk sebagai Dasar Keputusan Pembelian Susu. Ekonomika, 5(1), 6-11.

      [35] Sekaran U, Bougie R. 2016. Research methods for business: A skill building approach. John Wiley and Sons.

      [36] Singarimbun M. Effendy Sofyan. 2005. Metode Penelitian Survei. PT Remaja Rosdakarya.

      [37] Fowler JW, Streib H, Keller B. 2004. Manual for faith development research. Research Center for Biographical Studies in Contemporary Religion, Universität Bielefeld; Center for Research in Faith and Moral Development, Emory University.

      [38] Carmines EG, Zeller RA. 1979. Reliability and validity assessment. Sage Publications.

      [39] Arikunto S. 2003. Manajemen. Rineka Cipta.

      [40] Hasan I. 2002. Pokok-Pokok Materi Metodologi Penelitian dan Aplikasinya. Ghalia Indonesia.

      [41] Sandjojo N. 2014. Metode Analisis Jalur dan Aplikasinya. Universitas Pembangunan Nasional “Veteranâ€.

      [42] Tjiptono F. 2014. Pemasaran Jasa-Prinsip, Penerapan, dan Penelitian. Andi Offset.

      [43] Creswell JW. 2014. A concise introduction to mixed methods research. Sage Publications.

      [44] Sarwono J. 2007. Path Analysis for Business Research with SPSS. Andi.

      [45] Kusnendi. 2005. Structural Equation Modeling: Analisis Pemodelan Persamaan Struktural dalam Penelitian Manajemen. Jurnal Manajemen dan Sistim Informasi. Program Studi Pendidikan Manajemen UPI, 2(3), 68-82.

  • Downloads

  • How to Cite

    Kurniawan, R., Haizam Mohd Saudi, M., & Raphael Wijaya, Z. (2018). The Influence of Brand Equity and STP Towards Pricing Strategy and the Impact on Decision Making. International Journal of Engineering & Technology, 7(4.34), 318-326. https://doi.org/10.14419/ijet.v7i4.34.25304

    Received date: 2019-01-03

    Accepted date: 2019-01-03

    Published date: 2018-12-13