IDEAS home Printed from https://ideas.repec.org/a/apb/jabsss/2016p189-207.html
   My bibliography  Save this article

Brand equity analysis and its impact on the loyal customer of local batik to develop its competitiveness (an empirical study of batik Banten in south tangerang)

Author

Listed:
  • Nila Krisnawati

    (Swiss German University, Tangerang, Indonesia)

  • Loina K Perangin-angin

    (Swiss German University, Tangerang, Indonesia)

  • Munawaroh Zainal

    (Swiss German University, Tangerang, Indonesia)

  • Imelda Suardi

    (Swiss German University, Tangerang, Indonesia)

Abstract

Batik industry has been growing well since the enclosure of batik by UNESCO (United Nations Education, Scientific and Cultural Organization) in "Intangible Cultural Heritage of Humanity" items on September 30, 2009. However, many local batik in Indonesia do not concern about their brand and leave them far away behind the superior brand of existing batik in the market, including Batik Banten. This study was carried out in Tangerang focusing on the brand of Batik Banten. This study aims to determine the effect of brand awareness, brand association, perceived quality, brand loyalty and uniqueness towards customer’s loyalty. The study is also to identify the brand existence of Batik Banten through analyzing its strengths, weaknesses, opportunity and threat. The 203 respondents were the batik lovers in Tangerang and their data were collected by using survey method. The Regression Analysis wasused in this study with the aim to prove the hypothesis of the influence of variables Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty, and Uniqueness (X4) that are partially or jointly against Consumer Loyalty (Y). Results of regression calculation show that the value of Adjusted R Square is 0.211. This shows that only by 21.1%, Consumer Loyalty in the purchase of the Batik Bantenis affected by variations of the four independent variables, namely Brand Awareness (X1) , Brand Association (X2) , Perceived Quality (X3) , Brand Loyalty (X4) and Uniqueness (X5). The remaining 79,1% was influenced by other variables which are not examined in the research. The study also provides a contribution to the better strategy implementation to Batik Banten owner and local government to increase the brand equity of Batik Banten towards consumers’ loyalty. and skilled labors in order to attract more FDI inflows into Cambodia.

Suggested Citation

  • Nila Krisnawati & Loina K Perangin-angin & Munawaroh Zainal & Imelda Suardi, 2016. "Brand equity analysis and its impact on the loyal customer of local batik to develop its competitiveness (an empirical study of batik Banten in south tangerang)," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 2(4), pages 189-207.
    • Handle: RePEc:apb:jabsss:2016:p:189-207
    DOI: 10.20474/jabs-2.4.5
    as

    Download full text from publisher

    File URL: https://tafpublications.com/platform/Articles/full-jabs2.4.5.php
    Download Restriction: no
    File URL: https://tafpublications.com/gip_content/paper/jabs-2.4.5.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.20474/jabs-2.4.5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 579-604, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jayson E. Lannu & Mary Florence L. Nobleza, 2017. "The Impact of Competitiveness on the Employability of Philippines Industrial Designers: Streamlining the Program with the International Market," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(1), pages 30-36.
    2. Sarun Amatyakul & Kawpong Polyorat, 2017. "The Traits of City Personality: A Qualitative Study," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(6), pages 356-365.
    3. Huang-Chen Lu & Ming-Chyuan Ho, 2017. "A Study on Designing the Identity of a Product," Journal of ICT, Design, Engineering and Technological Science, Juhriyansyah Dalle, vol. 1(2), pages 48-55.
    4. Sarun Amatyakul & Kawpong Polyorat, 2018. "The application of brand personality concept to the city context in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(2), pages 54-64.
    5. Hening Widi Oetomo & Budiyanto, 2017. "Brand Image as Medation Effect of Experiential Marketing and Differentiation Product to the Buying Decision of Toyota Cars," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(5), pages 175-182.
    6. Sanaa Maswadeh, 2017. "The relative importance of quality costs in Jordanian pharmaceutical manufacturing sector and their deficiencies," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 3(1), pages 10-20.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tac, Nurullah & Aglargoz, Ozan, 2007. "Turquality: an innovative unique model for making global brands out of Turkish products," SEER Journal for Labour and Social Affairs in Eastern Europe, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 10(1), pages 127-137.
    2. Yu, Julie H. & Albaum, Gerald, 2002. "Sovereignty change influences on consumer ethnocentrism and product preferences: Hong Kong revisited one year later," Journal of Business Research, Elsevier, vol. 55(11), pages 891-899, November.
    3. Brady, Michael K. & Robertson, Christopher J. & Cronin, J. Joseph, 2001. "Managing behavioral intentions in diverse cultural environments: an investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers," Journal of International Management, Elsevier, vol. 7(2), pages 129-149.
    4. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    5. Foroudi, Pantea & Melewar, T.C. & Gupta, Suraksha, 2014. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting," Journal of Business Research, Elsevier, vol. 67(11), pages 2269-2281.
    6. José Cadima Ribeiro & José de Freitas Santos, 2002. "Territory and regional products: an attempt to evaluate the effects of territory information on product price," NIPE Working Papers 5/2002, NIPE - Universidade do Minho.
    7. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    8. Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Moschik, Nicole, 2020. "Are consumers' minds or hearts guiding country of origin effects? Conditioning roles of need for cognition and need for affect," Journal of Business Research, Elsevier, vol. 108(C), pages 487-495.
    9. A Rauf Butt, 2001. "A Comparative Study of Pakistani Consumers' Country-of-Origin Attitudes toward the Marketing Mix of Products from Germany, Japan and South Korea," Vision, , vol. 5(2), pages 49-60, July.
    10. Arilova A. Randrianasolo, 2017. "Global brand value in developed, emerging, and least developed country markets," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 489-507, October.
    11. Sangeeta Devanathan, 2020. "Indian Consumers’ Assessment of ‘Luxuriousness’: A Comparison of Indian and Western Luxury Brands," IIM Kozhikode Society & Management Review, , vol. 9(1), pages 84-95, January.
    12. John Hulland, 2020. "Conceptual review papers: revisiting existing research to develop and refine theory," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 27-35, June.
    13. Fernanda Lazzari & Luiz Antonio Slongo, 2015. "The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance," Brazilian Business Review, Fucape Business School, vol. 12(5), pages 39-56, September.
    14. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    15. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    16. Kloeckner, Heike & Langen, Nina & Hartmann, Monika, 2011. "Can COO Labeling be a Means of Pepper Differentiation: Quality Expectation and Taste Experience," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 115963, European Association of Agricultural Economists.
    17. Mandler, Timo & Won, Sungbin & Kim, Kyungae, 2017. "Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter?," Journal of Business Research, Elsevier, vol. 80(C), pages 197-209.
    18. Santos, J. Freitas & Ribeiro, J. Cadima, 2005. "Product Attribute Saliency and Region of Origin: Some Empirical Evidence from Portugal," 2005 International Congress, August 23-27, 2005, Copenhagen, Denmark 24667, European Association of Agricultural Economists.
    19. Elliott, Greg & Tam, Charles Chin Chiu, 2014. "Does culture matter to Chinese consumers? Empirical evidence," Australasian marketing journal, Elsevier, vol. 22(4), pages 314-324.
    20. Géraldine Michel & Tim Ambler, 1999. "Establishing brand essence across borders," Post-Print hal-02051150, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:apb:jabsss:2016:p:189-207. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Professor Dr. Usman Raja (email available below). General contact details of provider: https://tafpublications.com/platform/published_papers/9 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.