ANTESEDEN KONSUMEN DALAM IDENTIFIKASI MEREK DAN DAMPAKNYA TERHADAP PERILAKU KONSUMEN

Ni Ketut Sri Rahayu; Ni Luh Ketut Ayu Sudha Sucandrawati; I Gusti Ayu Pradnya Paramitha

doi:10.47492/jip.v4i6.2845

Ni Ketut Sri Rahayu Universitas Mahendradatta, Denpasar, Bali, Indonesia
Ni Luh Ketut Ayu Sudha Sucandrawati Universitas Mahendradatta, Denpasar, Bali, Indonesia
I Gusti Ayu Pradnya Paramitha Universitas Mahendradatta, Denpasar, Bali, Indonesia

DOI: https://doi.org/10.47492/jip.v4i6.2845

Keywords: Consumer Behavior; Consumer Antecedents; Brand Identification

Abstract

Consumers are an important asset for business continuity to achieve its goals. Companies must be able to maximize every resource to get consumers to consume the products offered. The aim to be achieved in this research is to determine the influence of consumer antecedents and brand identification on PT consumer behavior. Bali Es Atlas2 in Badung Regency. The entire population of 1000 consumers and 15% of the population were used as samples, namely 150 respondents. The collection method was carried out by observation, interviews, documentation, literature study, and questionnaires. The data analysis techniques used in this research are research instrument tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R2) tests, t tests and f tests. The research results show that consumer antecedents partially have a positive and significant effect on consumer behavior with a beta coefficient value of 0.504, t-count value (11.031) > t-table (1.976) and sig 0.000 < 0.05, brand identification has a partial positive effect and significant to consumer behavior with a beta coefficient value of 0.369, t-count value (11.911) > t-table (1.976) and sig 0.000 < 0.05, and simultaneously consumer antecedents and brand identification have a positive and significant effect on consumer behavior with F-count (456.132) > F-table (3.06) and sig 0.000 < 0.05. The suggestion in this research is that company management can maximize consumer antecedents and brand identification to improve consumer behavior.

References

[1] Adhilla, F. (2018). Anteseden Pada Model Identifikasi Merek Dan Pengaruhnya Pada Perilaku Konsumen (Doctoral Dissertation, Universitas Gadjah Mada).
[2] Aminah, D. S., & Suwarno, S. (2020). Pengungkapan Informasi Lingkungan oleh Perusahaan di Indonesia. JIATAX (Journal of Islamic Accounting and Tax), 2(2), 117.
[3] Aseng, J., Massie, J. D., & Kawet, R. C. (2022). Anteseden Niat Beli Di Starbucks Coffe Kawasan Megamas Manado Dalam Konteks Pandemic Covid-19. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(2), 25-39.
[4] Baisyir,Fauzi, M. Q. (2021). Pengaruh Experiental Marketing Terhadap Kepuasan. Journal of ManagementReview
[5] Briliana, V., & Fialim, G. (2023). Anteseden Repurchase Intention: Studi Empiris Pada Konsumen Vitamin C Saat Pandemi Covid-19 Di Jakarta. Jurnal Bisnis Dan Akuntansi, 25(1), 65-78.
[6] Chrisencia, G., & Briliana, V. (2022). Anteseden Brand Loyalty: Studi Empiris Pada Pelanggan Tolak Angin Herbal Di Dki Jakarta. Jurnal Bisnis Dan Akuntansi, 24(2), 261-270.
[7] Fandyanto, R., & Kurniawan, R. (2019). Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Minat Beli Ulang “Kopi Toraja” Di Coffee Josh Situbondo. Jurnal Ilmiah Ilmu Ekonomi Dan Bisnis, 7(1), 21–42.
[8] Firmansyah, M. Anang, dan Anita Roosmawarni. 2019. Kewirausahaan. Pasuruan: CV. Penerbit Qiara Media.
[9] Fitroh, A, Sutanto dan Siswanto. 2021. Batik Gumelan Banjarnegara sebagai Pembentuk Identifikasi Merek Konsumen. Jurnar Fokus Manajemen Bisnis. Universitas Ahmad Dahlan.
[10] Hapsari, R. D., Setiawan, Z., Purwoko, P., & Adilla, F. (2022). Anteseden Dan Konsekuensi Keterlibatan Merek Konsumen Pada Produk Pembersih. Eqien-Jurnal Ekonomi Dan Bisnis, 10(2), 250-258.
[11] Hayuningtias, K. A., Soliha, E., & Aquinia, A. (2022). Service Attributes Sebagai Anteseden Revisit Behavior. Seiko: Journal Of Management & Business, 5(1), 503-511.
[12] Jeremia Kolonio & Djurwati Soepeno. (2019). Pengaruh Service Quality, Trust, Dan Consumer Satisfaction Terhadap Consumer Loyalty Pada Cv. Sarana Marine Fiberglass. Jurnal Emba Vol.7 No.1 Januari 2019, Hal. 831– 840.
[13] Kholifah, K., Setyawati, S. M., & Afif, N. C. (2021). Anteseden Electronic Word Of Mouth (Ewom) Dan Dampaknya Pada Consumer Based Brand Equity (Cbbe) Pada Konsumen Produk Smartphone Xiaomi. Jurnal Ekonomi, Bisnis, Dan Akuntansi, 23(4), 31-36.
[14] Kusumah, E. P., Disman, D., & Hendrayati, H. (2020). Keterlibatan Merek Terhadap Kepuasan Dan Niat Berkunjung Kembali Konsumen Terpadu. Jurnal Khatulistiwa Informatika, 4(1), 135-145.
[15] Maulana, Asep Suraya. 2020. Kewirausahaan (Entepreneurship) Dalam Pandangan Islam (Historis-Politik dan Ekonomi). Pekalongan: PT. Nasya Expanding Management.
[16] Rahayu, S., & Harsono, M. (2023). Loyalitas Konsumen: Konseptualisasi, Anteseden Dan Konsekuensi. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(2), 1581-1594.
[17] Suhendra, A. R., & Masnita, Y. (2023). Anteseden Sikap Konsumen Terhadap Perilaku Pembelian Online. Jurnal Samudra Ekonomi Dan Bisnis, 14(1), 63-75.
[18] Tjiptono, Fandy. 2019. Strategi Pemasaran: Prinsip dan Pemasaran. Yogyakarta: Andi Offset