Effect Of Kingston Brand Brand Equity Flash Disk On Purchasing Decisions On AMIK MBP Medan Students

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In today's highly competitive market, having a strong brand equity is crucial for a company to survive and thrive. One brand that has established itself as a leader in the Flash Disk category is Kingston. This study aims to investigate the impact of brand equity elements, including brand awareness, brand association, perceived quality, and brand loyalty, on the decision to purchase Kingston flash disks among AMIK MBP Medan students.

Background and Significance of the Study

The increasing demand for flash disks has led to a surge in the number of brands offering similar products. However, not all brands are created equal, and some have managed to establish a strong reputation in the market. Kingston, with its reputation for producing high-quality and reliable flash disks, has become a preferred choice among consumers. This study seeks to understand the factors that contribute to the purchasing decisions of AMIK MBP Medan students when it comes to Kingston flash disks.

Methodology

The targeted population for this study was AMIK MBP Medan active students in the 2011-2012 school year. The sampling technique used was purposive sampling, where respondents were chosen based on certain criteria, namely those who had bought and used Kingston flash disks. The analysis method used in this study was descriptive analysis and multiple regression analysis. The data used included primary data obtained through a questionnaire using a Likert scale and secondary data collected through documentation studies. Statistical analysis was carried out using SPSS version 16.00 for Windows.

Results

The results of this study showed that simultaneously, all brand equity elements, namely Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty, had a significant and positive influence on the decision to purchase Flash Disk Kingston among AMIK MBP Medan students. Partially, Brand Loyalty was the most dominant variable affecting purchasing decisions, indicating that students tend to choose products they already know and believe in.

The Adjusted R Square coefficient obtained was 0.736, which means that 73.6% of the factors that influence purchasing decisions can be explained by independent variables (brand awareness, brand association, perceived quality, and brand loyalty), while the remaining 23.6% is influenced by factors not studied in this research.

Discussion and Implications

Brand Equity is one of the most valuable assets for a company, especially in a highly competitive technology industry. Kingston, as a leading brand in the field of flash disks, has succeeded in building a strong brand equity through effective marketing strategies and high-quality products. With the increase in brand knowledge and awareness among students, they tend to prefer Kingston as their first choice when buying a flash disk.

High brand awareness creates a positive image in the minds of consumers. When students know the Kingston brand, they are more likely to trust the quality of the products offered. Brand Association, or association owned by consumers on a brand, also plays an important role. Kingston is often associated with durable and reliable products, which further strengthens the purchase decision.

Perceived quality, which refers to individual assessment of the quality of a product, is also a determining factor. If students have positive experiences with previous Kingston products, they tend to repeat the purchase. In addition, the loyalty brand formed shows that students not only buy Kingston products but also recommend them to their friends.

Conclusion

In conclusion, this study highlights the importance of brand equity in influencing purchasing decisions among AMIK MBP Medan students. The findings of this study suggest that companies must continue to invest in the development of their brand equity. By understanding and optimizing brand equity elements, Kingston can improve its market position and ensure long-term profitability. This study also emphasizes the importance of marketing strategies that focus on the development of brand equity to improve consumer purchasing decisions, especially among younger market segments.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Companies should invest in building a strong brand equity through effective marketing strategies and high-quality products.
  • Brand awareness and brand association should be prioritized in marketing efforts to create a positive image in the minds of consumers.
  • Perceived quality should be emphasized in marketing efforts to create a positive experience for consumers.
  • Brand loyalty should be fostered through loyalty programs and other initiatives to encourage repeat purchases and positive word-of-mouth.

By implementing these recommendations, companies can improve their market position and ensure long-term profitability in a highly competitive market.

In this article, we will address some of the most frequently asked questions related to the effect of Kingston brand brand equity flash disk on purchasing decisions on AMIK MBP Medan students.

Q: What is brand equity, and how does it affect purchasing decisions?

A: Brand equity refers to the value and reputation of a brand in the minds of consumers. It is a key factor in influencing purchasing decisions, as consumers tend to prefer brands they trust and have a positive image of.

Q: What are the key elements of brand equity, and how do they affect purchasing decisions?

A: The key elements of brand equity are:

  • Brand Awareness: The extent to which consumers are aware of the brand and its products.
  • Brand Association: The positive or negative associations that consumers have with the brand.
  • Perceived Quality: The quality of the products offered by the brand, as perceived by consumers.
  • Brand Loyalty: The extent to which consumers are loyal to the brand and tend to repeat purchases.

Q: How does Kingston brand brand equity affect purchasing decisions among AMIK MBP Medan students?

A: The study found that all brand equity elements, including brand awareness, brand association, perceived quality, and brand loyalty, had a significant and positive influence on the decision to purchase Flash Disk Kingston among AMIK MBP Medan students. Partially, Brand Loyalty was the most dominant variable affecting purchasing decisions.

Q: What are the implications of this study for companies in the technology industry?

A: The study highlights the importance of brand equity in influencing purchasing decisions among younger market segments. Companies in the technology industry should invest in building a strong brand equity through effective marketing strategies and high-quality products.

Q: How can companies improve their brand equity and increase sales?

A: Companies can improve their brand equity by:

  • Investing in effective marketing strategies to increase brand awareness and association.
  • Emphasizing perceived quality through high-quality products and services.
  • Fostering brand loyalty through loyalty programs and other initiatives.
  • Continuously monitoring and improving brand equity through market research and analysis.

Q: What are the limitations of this study, and what are the areas for future research?

A: The study has several limitations, including:

  • The study was conducted among a specific population of students, and the findings may not be generalizable to other populations.
  • The study used a cross-sectional design, which may not capture the dynamic nature of brand equity over time.
  • The study did not explore the role of other factors, such as price and convenience, in influencing purchasing decisions.

Future research should aim to address these limitations and explore the role of other factors in influencing purchasing decisions.