PENGARUH BRAND AWARENESS, BRAND LOYALTYDAN BRAND PERSONALITY TERHADAP PURCHASEDECISION DENGAN PURCHASE INTENTION SEBAGAIVARIABEL INTERVENING PADA PROVIDER INDOSATDI KOTA SEMARANG
DOI:
https://doi.org/10.47701/bismak.v5i01.5127Keywords:
Brand Awareness, Brand Loyalty, Brand Personality, Keputusan Pembelian, Indosat, Strategi PemasaranAbstract
The rapid growth of the telecommunications industry in Indonesia has intensified competition among providers, including Indosat, in influencing consumer purchase decisions. This study aims to analyze the influence of Brand Awareness, Brand Loyalty, and Brand Personality on Purchase Decision with Purchase Intention as a mediating variable among Indosat users in Semarang. The research method is explanatory research using a quantitative approach. The sample consists of 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed with multiple linear regression and the Sobel test for mediation analysis. The results show that Brand Awareness, Brand Loyalty, and Brand Personality have a positive and significant effect on both Purchase Intention and Purchase Decision. Furthermore, Purchase Intention is proven to mediate the relationship between the three independent variables and the purchasing decision. These findings suggest that strengthening brand awareness, loyalty, and brand personality should be the focus of Indosat’s marketing strategy to increase consumer buying intentions and decisions. This study provides implications for developing consumer behavior-based marketing strategies in the telecommunications sector.
References
Aaker, D. A. (2015). Strategic Market Management. Wiley.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Alchemer. (2020). Sample Size Calculator. Diakses dari https://www.alchemer.com/resources/blog/sample-size-calculator/
Fauziah Dewi Mahuda. (2017). Pengaruh Brand Personality terhadap Keputusan Pembelian. Jurnal Ilmu Manajemen Universitas Muhammadiyah Sumatera Utara, 7(2). http://jurnal.umsu.ac.id/index.php/jiu/article/view/1523
Fitri, I., & Basri, Y. (2021). Pengaruh Brand Awareness dan Brand Loyalty terhadap Purchase Intention. Jurnal Manajemen dan Pemasaran Jasa, 14(2), 121–130. DOI: https://doi.org/10.25105/jmpj.v14i2.11815
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21. Semarang: Badan Penerbit Universitas Diponegoro.
GoodStats. (2023). Data Pengguna Internet dan Provider di Indonesia Tahun 2023. Diakses dari https://goodstats.id
Hafizh, M. (2024). Pengaruh Brand Awareness terhadap Keputusan Pembelian di Pasar Kompetitif. Jurnal Manajemen Pemasaran, 12(1), 45-56. DOI: https://doi.org/10.31219/osf.io/qbft2
Keller, K. L. (2003). Strategic Brand Management. Prentice Hall.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Pearson.
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kusuma, I. G. A. D., & Putu Miartana, I. K. (2018). Brand Loyalty sebagai Penentu Purchase Intention. Jurnal Ekonomi dan Bisnis, 6(2), 114-122. DOI: https://doi.org/10.22225/jj.6.2.521.114-122
Lestari, D. (2016). Pengaruh Brand Awareness terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 34(1), 75–82. DOI: https://doi.org/10.20473/jab.V34I1.3345
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). McGraw-Hill.
Prabawa, A., Riyadi, S., & Sari, D. (2017). Pengaruh Brand Awareness terhadap Purchase Intention. Jurnal Riset Ekonomi dan Bisnis, 10(3), 225-234. DOI: https://doi.org/10.35592/jreb.v10i3.1155
Sihombing, R., et al. (2023). Brand Personality sebagai Faktor Pembentuk Loyalitas Konsumen. Jurnal Manajemen dan Pemasaran Jasa, 16(1), 15–29. DOI: https://doi.org/10.25105/jmpj.v16i1.12455
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290–312.
Su, L., & Chang, Y. (2018). Corporate Brand Personality and Customer Purchase Intention. Journal of Business Research, 86, 83–90. DOI: https://doi.org/10.1016/j.jbusres.2018.01.003
Turner, D. P. (2020). Sampling Methods in Research Design. Headache: The Journal of Head and Face Pain, 60(1), 8–12. DOI: https://doi.org/10.1111/head.13707
Wardhana, K. (2010). Strategi Branding & Positioning. Yogyakarta: Media Pressindo.
Widarmanti, H., & Amalia Cahyani, R. (2023). Brand Personality dan Hubungannya dengan Keputusan Pembelian. Jurnal Ilmu Manajemen, 11(4), 301-312. DOI: https://doi.org/10.22225/jim.11.4.6459.301-312
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Kieflan Dzilly, Dr. Asyhari, M.M., Hendar
This work is licensed under a Creative Commons Attribution 4.0 International License.
