Pengaruh Kualitas Produk dan Citra Merek Terhadap Kesadaran Merek Produk Madu Herbal Zymuno di Kota Makassar
DOI:
https://doi.org/10.56910/gemilang.v5i3.2272Keywords:
Brand Awareness, Brand Image, Product QualityAbstract
This study aims to analyze the effect of product quality and brand image on brand awareness of Zymuno herbal honey products in Makassar City. This study uses a quantitative approach with an associative research type. Data were collected using a survey through a questionnaire distributed to 100 respondents with a purposive sampling technique. The analysis method used is multiple linear regression, accompanied by F test, t test, and determination coefficient analysis. The results of the study indicate that product quality and brand image simultaneously have a significant effect on brand awareness. Partially, each variable also shows a significant effect. The determination coefficient value of 74.5% indicates that variations in brand awareness can be explained by the two independent variables. These findings provide practical recommendations in designing marketing strategies for local herbal products.
References
Allamah, N. N., Nadhiroh, U., & Jatmiko, U. (2024). Pengaruh Efek Komunitas, Kualitas Produk, dan Variasi Produk terhadap Brand Awareness pada Narss Make-Up Artist Tulungagung. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 4(6), 103–113. https://doi.org/10.8734/musytari.v4i6.2557
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Surabaya: Qiara Media.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.
Hardiana, C. D., & Mukasih, T. F. (2024). Pengaruh Iklan dan Kualitas Produk terhadap Brand Awareness Lipstik Maybelline di Kecamatan Tambun Selatan Kabupaten Bekasi. Jurnal Ekonomi dan Bisnis, 4(2), 282–290.
Indonesia Herbal Medicine Market Size, Share, Forecast 2024–2033. (2024). Custom Market Insights.
Isnaini, D., & Septadiyanto, S. (2019). Metodologi Penelitian Bisnis. Palembang: Noer Fikri Offset.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd ed.). New Jersey: Pearson Education.
Kotler, P., & Keller, K. L. (2017). Manajemen Pemasaran (Edisi 12). Jakarta: Erlangga.
Moekti, T. A., & Susanti, E. D. (2024). Pengaruh Influencer Marketing dan Kualitas Produk terhadap Brand Awareness Produk Scarlett Whitening (Studi Kasus pada Pengikut Akun Scarlett Whitening di Aplikasi TikTok). Jurnal Digital Marketing, 6(2), 88–104.
Muzakki, F. D. P., & Andarini, S. (2024). Pengaruh Influencer Marketing dan Content Marketing terhadap Brand Awareness Produk Avoskin: (Studi pada Instagram @avoskinbeauty). Jurnal Administrasi Bisnis (JAB), 14(1), 70–75.
Nabil, A. M., & Prasetyo, M. H. (2023). The Analysis of Instagram Ads Strategy, Brand Awareness and its Impact on Purchasing Decision of Wardah Facial Wash (Case Study in the Community of Kelurahan Cikutra). Banking and Management Review, 12(1), 1–17.
Oktaviani, P., & Lestari, R. (2017). Pengaruh Celebrity Endorser, Tagline dan Citra Merek terhadap Kesadaran Merek Facial Foam Ponds di SMK Al Makmur Cigancur Jakarta Selatan. Jurnal Komunikasi, 5(1), 65–79.
Rizkiana, C., Riany, S., & Triyani, D. (2024). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian melalui Word of Mouth sebagai Variabel Intervening. Jurnal Ilmiah Edunomika, 8(4). https://doi.org/10.29040/jie.v8i4.14342
Suari, M. T. Y., Telagawathi, N. L. W. S., & Yulianthini, N. N. (2019). Pengaruh Kualitas Produk dan Desain Produk terhadap Keputusan Pembelian. Ekonomi, Keuangan, Investasi dan Syariah (Ekuitas), 4.
Sunday, S. A., et al. (2022). Brand Marketing: The Art of Branding. Bandung: Alfabeta.
Tjiptono, F., & Diana, A. (2020). Pemasaran. Yogyakarta: Penerbit Andi.
Yanti, M. O. Z., & Sukotjo, H. (2016). Pengaruh Kesadaran Merek, Asosiasi Merek, dan Brand Image terhadap Keputusan Pembelian Aqua. Jurnal Ilmu dan Riset Manajemen (JIRM), 5(5).
Yasin, W. W. (2024). Pengaruh Brand Ambassador dan Brand Image terhadap Brand Awareness E-Commerce Shopee. Jurnal Manajemen dan Profesional, 5(1), 101–110.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 GEMILANG: Jurnal Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
