The Influence of Market Strategy and Marketing Mix Toward The Brand Image of Pertamax and The Implication Toward The Consumer’s Decision Making of Purchasing Fuel in Jakarta

Yıl 2016, Cilt: 4 Sayı: 4, 131 - 151, 01.10.2016

Nur Choirul Afıf Nugroho Hardıyanto Lusi Suwandarı

Öz

Pertamax is one of the PT. Pertamina Persero ’s products designated for automobile in Indonesia. The number of automobile is increasing every year, but it does not equaled by the consumption of Pertamax. The Pertamax competitiveness research is conducted by analyzing the performance of market strategy and marketing mix toward the brand image of Pertamax and its implication to the decision making of consumer’s fuel purchase in Jakarta. This research is involving 100 respondent of automobile users by using Path Analysis to measure the performance of market strategy, marketing mix and brand image toward consumer’s decision making, which will affect the competitiveness of Pertamax in the future. The objective of this research is to evaluate the performance of Pertamax in order to increase the competitiveness of Pertamax in Indonesia.

The Influence of Market Strategy and Marketing Mix Toward The Brand Image of Pertamax and The Implication Toward The Consumer’s Decision Making of Purchasing Fuel in Jakarta

Öz

Pertamax is one of the PT. Pertamina Persero ’s products designated for automobile in Indonesia. The number of automobile is increasing every year, but it does not equaled by the consumption of Pertamax. The Pertamax competitiveness research is conducted by analyzing the performance of market strategy and marketing mix toward the brand image of Pertamax and its implication to the decision making of consumer’s fuel purchase in Jakarta. This research is involving 100 respondent of automobile users by using Path Analysis to measure the performance of market strategy, marketing mix and brand image toward consumer’s decision making, which will affect the competitiveness of Pertamax in the future. The objective of this research is to evaluate the performance of Pertamax in order to increase the competitiveness of Pertamax in Indonesia

Anahtar Kelimeler

Market Strategy Performance, Marketing Mix Performance, Brand

Kaynakça

• Aaker, D. A., & Joachimsthaler, E. 2000. Brand leadership. New York: The Free Press.
• Bearden, W, O,. & Etzel, M. J. 1982. Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183-194.
• Burmann, C., Schaefer, K., & Maloney, P. 2008. Industry image: its impact on brand image of potential employees. Journal of Brand Management, 16(3), 159-176.
• Gill, Dawra. 2010. “Evaluating Aaker’s sources of brand equity and the mediating role of brand image”. Journal of targeting, measurement and analysis for marketing.
• Hair, Joseph dkk.2010.Multivariate Data Analysis A Global Perspective. Jakarta: Pearson Education, Inc.
• Hume. 2008. “Understanding core and perpheral service quality in consumer repurchase of the performing arts”. Journal of managing service quality.
• Jacoby, J., Olson, J., & Haddock, R. 1971. Price, brand name, and product composition characteristics as determinant of perceived quality. Journal of Applied Psychology, 55(^), 570-579.
• Johnson, Lamdin. 2012. “Changes in gasoline proces and consumer sentiment”. Journal of applied business and economics.
• Keller, Kevin Lane.2008. Strategic Brand Management. New Jersey: Pearson Education.
• Kotler, Philip dan Garry Amstrong. 2008. Prinsip-prinsip Pemasaran Edisi 12 Jilid I. Surabaya: Erlangga
• Kotler, Philip dan Garry Amstrong. 2010. Principle of Marketing 13th Edition. New Jersey: Pearson Education, Inc.
• Kotler, Philip dan Kevin L. Keller.2009. Marketing Management13th Edition. New Jersey: Pearson Education, Inc.
• Kotler, Philip dan Kevin L. Keller. 2009. Manajemen Pemasaran Jilid I. Surabaya: Erlangga.
• Kusnendi. 2005. Analisis Jalur: Konsep dan Aplikasi Program SPSS&LISREL 8.Badan Penerbit Jurusan Pendidikan Ekonomi Universitas Pendidikan Indonesia.
• Lee, Lin dkk. 2013. “An investigation on the correlation and influence between product features and the puchase intentions og consumers”. International journal of organization innovation.
• Munir, Abdul Razak. 2005. Aplikasi Analisis Jalur (Path Analisis) dengan Menggunakan SPSS Versi Jurnal Laboratorium Kompetensi FE- UNHAS.
• Munir, Abdul Razak. 2005. Aplikasi analisis Jalur (Path Analisis) dengan menggunakan Manajemen, Universitas Hasanudin Makassar. versi
• Laboratorium Kompetensi
• Pandev, Bahl. 2013. A Study on Influence of brand on habitual buying behaviour of consumers: with special reference to raipur”. International Journal of Marketing and Technology.
• Park, C, W., & Arinivasan, V,. 1994. A Survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, (31), 271-288.
• Richardson, P., Dick, A., & Jain, A. 1994. Extrinsic and intrinsic cue effects on perception of store brand quality. The Journal of Marketing, 58(4), 28-36.
• Roy, D., & Banerjee, S. 2007. Caring strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17(1/2), 140_148.
• Severi, Ling. 2013. “The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity”. Asian Social Science.
• Skallerud, Gronhaug. 2009. “Chinese food retailers positioning strategies and the influence on their buying behavior”. Asia pasific journal of marketing.
• Tisnawati Sule, Ernie dan Kurniawan Saefullah. 2010. Pengantar Manajemen (Edisi Pertama). Jakarta: Prenada Media Group.
• Tjiptono, Fandy. 2004. Brand Management & Strategy. Yogyakarta: Andi.
• Zvandasara, Sibanda. 2012. “Positioning strategies in the petroleum industry: the case of Zimbabwe”. International Journal of Marketing and Technology.