Factors affecting consumer attitudes toward the vivo y35 handphone brand
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Abstract
Powerful brands have the ability to bypass competitive and crowded markets and can attract and retain their best customers.The aim of this research is to obtain empirical evidence about the influence of brand image, brand trust and advertising exposure on consumer attitudes partially. The research subjects were the community of buyers and users of the Vivo Y35 in Surakarta. The data in this research will be analyzed using multiple regression analysis. The results show that partially brand trust and advertising exposure have significant positive effect on consumer attitudes. While brand image has an insignificant positive effect on consumer attitudes.
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How to Cite
Nugroho, B., & Nany, M. (2024). Factors affecting consumer attitudes toward the vivo y35 handphone brand. ProBisnis : Jurnal Manajemen, 15(2), 44–55. Retrieved from http://ejournal.joninstitute.org/index.php/ProBisnis/article/view/465
References
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Schiffman, L., & Kanuk, L. (1994). Consumer Behavior. Englewood Cliffs: Prentice-Hall.
Septian, M. R., Alfatih, A., & Meilinda, N. (2018). The Role of Advertising Exposure to Consumer Purchase Interest: Study of Gain Mass Milk Ads in Fitness Center. Open Access Indonesia Journal of Social Sciences, 1(1), 1-9.
Shimp, T. A. (2003). Periklanan Promosi : Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.
Soti, R. (2022). The Impact of Advertising on Consumer Behavior. World Journal of Advanced Research and Reviews, 14(3), 706–711.
Suarsa, S. H., Hurriyati, R., Gaffar, V., Sugesti, H., & Munawar, M. M. (2020). The Role of Advertising Value in Influencing Consumer Attitudes towards Instagram Advertising in Indonesia. DLSU Business & Economics Review, 29(3), 33-46.
Surya Putra, I. B., & Abiyoga, N. A. (2023, Februari). Pengaruh Brand Image, Kualitas Produk, Harga dan Life Style terhadap Keputusan Pembelian. Widya Amrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 3(2), 343-351.
Tan, A. L., & Kotler, P. (2005). Principles of Marketing : An Asian Perspective. Singapore: Pearson Education Asia Pte Limited.
Tiyasiningsih, E., Firdiyansyah, I., Yusyawiru, N., & Fani, L. A. (2023). Brand Image and Country of Origin Effects on Consumer Behavior towards Choosing Power Tools di P.T. Link Hardware and Led. Management Studies and Entrepreneurship Journal, 4(5), 5427-5435.
Wardhani, P. K., & Alif, M. G. (2019). The Effect of Advertising Exposure on Attitude Toward the Advertising and the Brand and PurchaseIntention in Instagram. Advances in Social Science, Education and Humanities Research, 348, 196-204.
Wijayanti, S. (2022). Pengaruh Brand Image terhadap Keputusan Pembelian Smartphone VIVO/ OPPO pada Mahasiswa. Mizania: Jurnal Ekonomi dan Akuntansi, 2(2), 208 - 213.
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Al-Faryan, M. A. (2022, January). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in Psychology, 12, 1-15.
Ahmad, H., Muslim, M., & Syahrah, N. (2022, Januari). Several Factors Affecting Firm Value Manufacturing in Indonesia. Jurnal Akuntansi, XXVI(1), 127-143.
Alghorayer, A. M., & Ansari, Z. A. (2020, July). Impact of Brand Image, Brand Trust and Perceive Quality on Consumer Behaviour-Empirical Evidence from Saudi Arabia. International Journal of Economics, Commerce and Management, VIII(7), 71-83.
Assael, H. (2001). Consumer Behavior and Marketing Action (6th ed.). Boston: Thomson & Learning.
Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006, December). Consumer Attitude toward Mobile Advertising in an Emerging Market: an Empirical Study. International Journal of Mobile Marketing, 1(2), 33-41.
Chukwu, B., Kanu, E., & Ezeabogu, E. (2019). The Impact of Advertising on Consumers Buying Behaviour. International Journal of Arts and Commerce, 8(1), 1-15.
Dharmmesta, & Swastha, B. (2000). Manajemen Pemasaran : Analisa Perilaku Konsumen (1st ed.). Yogyakarta: BPFE UGM.
Djamaludin, M. D., & Fahira, A. (2023). The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand X among Generation Z. Journal of Consumer Sciences, 8(1), 27-44.
Engel, J., Blackwell, R., & Miniard, P. (1994). Perilaku Konsumen. Jakarta: Binarupa Aksara.
Fauzi. (2022, August Monday). https://www.itworks.id/53043/vivo-y35-resmi-melenggang-di-indonesia.html. Retrieved December Tuesday, 2023, from https://www.itworks.id/: https://www.itworks.id/53043/vivo-y35-resmi-melenggang-di-indonesia.html
Fauzy, H. M., & Ali, H. (2019, August). Brand Trust Model: Analysis of Online Consumer Behavior, Consumer Satisfaction and Repurchase Intention (An Empirical Study on Hypermart Supermarket in Indonesia). Saudi Journal of Business and Management Studies, 4(8), 665-675.
Fisk, P. (2006). Marketing Genius. Jakarta: PT Elex Media Komputindo.
Guliyev, S. M. (2023). The Impact of Brand Perception and Brand Image on Consumer Purchasing Behavior in Azerbaijan. Science, Education and Innovations in the context of modern problems, 6(1), 137-144.
Hemanth, V. (2023). A Study on Brand Image and Its Impact on Consumer’s Behavior. International Journal for Research Trends and Innovation, 8(5), 2193-2197.
Hui, Y., & Salman, S. A. (2023, April). An Analysis of the Impact of Brand Image on Consumer Purchase Behavior. International Journal on Recent Trends in Business and Tourism, 7(2), 31-37.
Kasali, R. (2007). Manajemen Periklanan. Jakarta: Pustaka Utama Grafiti.
Kotler, P. (2005). Manajemen Pemasaran. Jakarta: Indeks.
Kotler, P., & Amstrong, G. (2003). Manajemen Pemasaran. Jakarta: P.T. Indeks Kelompok Gramedia.
Lamb, C. W., Hair, J. F., & Mc Daniel, C. (2001). Pemasaran. Jakarta: Salemba Empat.
Liu, Q., & Wang, X. (2023). The Impact of Brand Trust on Consumers’ Behavior toward Agricultural Products’ Regional Public Brand. PLoS ONE, 18(11), 1-21.
Madeline, S., & Sihombing, S. (2019). The Impacts of Brand Experiences on Brand Love, Brand Trust, and Brand Loyalty: An Empirical Study. Jurnal Bisnis dan Manajemen, 20(2), 91-107.
Mittal, B. (2009, May). The Relative Roles of Brand Beliefs and Attitude toward the Ad as Mediators of Brand Attitude: A Second Look. Journal of Marketing Research, 27(2), 209-219.
Munir, S. A. (2023). Pengaruh Brand Image dan Kualitas Pelayanan terhadap Keputusan Pemilihan Layanan e-commerce. Jurnal Ilmiah m-progress, 13(1), 47-58.
Nosi, C., Pucci, T., Melanthiou, Y., & Zanni, L. (2021). The Influence of Online and Offline Brand Trust on Consumer Buying Intention. EuroMed Journal of Business, 1-16.
Pratisti, C., & Paramitasari, N. (2023). The Effect of Brand Trust and Brand Loyalty on Adidas Purchase Decision. Jurnal Program Studi Manajemen Universitas Putera Batam, 11(1), 86-94.
Rangkuti, F. (2002). Teknik Analisis Segmentasi dan Targeting dalam Marketing. Jakarta: PT Elex Media Komputindo.
Rosita, N., & Tahmat. (2021). Pengaruh Brand Image dan Kualitas Produk terhadap Minat Beli Konsumen pada Produk Tong Tji Tematik di Supermarket Borma Dago dan Borma Cikutra. Prosiding Seminar Sosial Politik, Bisnis, Akuntansi dan Teknik (pp. 61-73). Bandung: SoBAT.
Rudzewicz, A., & Strychalska-Rudzewicz, A. (2021). The Influence of Brand Trust on Consumer Loyalty. European Research Studies Journal, XXIV(Special Issue 3), 454-470.
Rumra, A., & Muhrim, N. (2023, November). The Influence of Brand Awareness, Brand Image and Brand Equity on Brand Attitudes and Its Impact on Interest on Buying Motorcycle Brands Ambon City. jurnal Syntax Admiration, 4(11), 2063-2081.
Schiffman, L., & Kanuk, L. (1994). Consumer Behavior. Englewood Cliffs: Prentice-Hall.
Septian, M. R., Alfatih, A., & Meilinda, N. (2018). The Role of Advertising Exposure to Consumer Purchase Interest: Study of Gain Mass Milk Ads in Fitness Center. Open Access Indonesia Journal of Social Sciences, 1(1), 1-9.
Shimp, T. A. (2003). Periklanan Promosi : Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.
Soti, R. (2022). The Impact of Advertising on Consumer Behavior. World Journal of Advanced Research and Reviews, 14(3), 706–711.
Suarsa, S. H., Hurriyati, R., Gaffar, V., Sugesti, H., & Munawar, M. M. (2020). The Role of Advertising Value in Influencing Consumer Attitudes towards Instagram Advertising in Indonesia. DLSU Business & Economics Review, 29(3), 33-46.
Surya Putra, I. B., & Abiyoga, N. A. (2023, Februari). Pengaruh Brand Image, Kualitas Produk, Harga dan Life Style terhadap Keputusan Pembelian. Widya Amrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 3(2), 343-351.
Tan, A. L., & Kotler, P. (2005). Principles of Marketing : An Asian Perspective. Singapore: Pearson Education Asia Pte Limited.
Tiyasiningsih, E., Firdiyansyah, I., Yusyawiru, N., & Fani, L. A. (2023). Brand Image and Country of Origin Effects on Consumer Behavior towards Choosing Power Tools di P.T. Link Hardware and Led. Management Studies and Entrepreneurship Journal, 4(5), 5427-5435.
Wardhani, P. K., & Alif, M. G. (2019). The Effect of Advertising Exposure on Attitude Toward the Advertising and the Brand and PurchaseIntention in Instagram. Advances in Social Science, Education and Humanities Research, 348, 196-204.
Wijayanti, S. (2022). Pengaruh Brand Image terhadap Keputusan Pembelian Smartphone VIVO/ OPPO pada Mahasiswa. Mizania: Jurnal Ekonomi dan Akuntansi, 2(2), 208 - 213.
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Al-Faryan, M. A. (2022, January). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in Psychology, 12, 1-15.