INFLUENCE OF PRODUCT INNOVATION, PRODUCT QUALITY, PRICE AND PROMOTION ON BRAND AWARENESS PT. WULING KUMALA TOMOHON
Keywords:
Product Innovation, Product Quality, Price, Promotion, Brand Awareness
Abstract
Currently newcomer car products are not only colored with brands from Japan, Korea, Germany or America. Now the Chinese state is releasing car products that cannot be underestimated by its competitors. The Wuling brand car, which was present in Indonesia for the first time in 2015, only took 3 years to become one of the 10 best-selling car brands in Indonesia according to GAKAINDO data. In 2017 Wuling dealers were present in Manado city and in 2018 Wuling dealers opened a branch in Tomohon city for market penetration in North Sulawesi Province. As a newcomer car, Brand Awareness must be able to appear in every product owned by a Wuling brand car. So that people can easily recognize and identify each product that is produced by the Wuling brand. This study discusses the effect of product innovation, product quality, price and promotion on Brand Awareness of PT. Wuling Kumala Tomohon, where there are still consumers who cannot distinguish Wuling car brands from other car brands and know about Wuling car brands. The purpose of this research is to see how product innovation, product quality, price and promotion affect Brand Awareness. The analytical method used was validity, reliability, classical assumptions and multiple regression using the SPSS Version 25 application. The results showed that partially each variable of product innovation, product quality, price and promotion had a positive and significant effect on the Wuling brand PT. Kumala Tomohon. Likewise simultaneously product innovation, product quality, prices and promotions have a positive and significant effect on the Brand Awareness of PT. Wuling Kumala Tomohon
References
1. Adioka, PV Moeljadi. Mintarti, R (2021) "Adioka Pramedyas Vijaya, Moeljadi, Mintarti Rahayu, 2021, The Effect Of Product Innovation And Service Quality On Competitive Advantage Mediated By Company Image (Study At Pt. Toyota Astra Motor In Malang Raya)", Vol.24 , 148-154 https://www.ijbel.com/wp-content/uploads/2021/07/IJBEL24-740.pdf
2. Afriansyah, et al. (2022). Agricultural Innovation. Jakarta, Our Writing Foundation
3. Ami, D. Fivi, RS & Iskandar, M (2018) "The Internet Marketing Effect On The Customer Loyalty Level With Brand Awareness As Intervening Variables", Vol. 9, 681-695 https://www.researchgate.net/publication/328066155_The_internet_marketing_effect_on_the_customer_loyalty_level_with_brand_awareness_as_intervening_variables
4. Anotoni, B. Sugito. Herinus, HW Nastiti, W. Lincaria, SS (2019) "The Influence Of Advertising Stars, Brand Image, And Brand Awareness On The Intention To Buy Honda Vario Motorcycles In Pasuruan", Vol. 9, 43-50 https://www.researchgate.net/publication/333023567_THE_INFLUENCE_OF_ADVERTISING_STARS_BRAND_IMAGE_AND_BRAND_AWARENESS_ON_THE_INTENTION_TO_BUY_HONDA_VARIO_MOTORCYCLES_IN_PASURUAN
5. Arfah, Y (2022). Product Purchase Decision. Padangsidimpuan, PT. International Primary Innovation
6. Astuti, M & Matondang, N. (2020) Marketing Management: MSMEs and Digital Social Media. Sleman, Deepublish
7. Darwin, M. Et Al (2021). Quantitative Approach Research Methods. Bandung, Indonesian Science Media
8. Dewi, Dian A. (2018:1). VALIDITY TEST AND RELIABILITY TEST module. Semarang: Dipenogoro Universityhttps://www.researchgate.net/profile/Dian-AyunitaDewi/publication/328600462_Modul_Uji_Validitas_dan_Reliability/links/5bd7e05c4585150b2b90c294/Modul-Uji-Validity-dan-Reliability.pdf
9. Elinawati, SMS Bode, L. Ferdy, R (2017) "The Influence of Product Innovation, Price, Brand Image and Service Quality on Customer Loyalty for Suzuki Ertiga Cars", Vol 5. 2230-2239 https://ejournal.unsrat.ac.id /index.php/emba/article/view/16522
10. Euis, D. J, Rodhiyah & Andi, W. (2013) "The Influence of Brand Equity Elements on the Decision to Buy a Toyota Kijang Innova Car at PT. Nasmoco Pemuda Semarang”, Vol.1.1-8 https://ejournal3.undip.ac.id/index.php/jiab/article/view/3484
11. Gaikindo, https://www.gaikindo.or.id/indonesian-automobile-industry-data/ , access 10 May 2022
12. Herry, M (2016) "Brand Awareness And Brand Image Of Decision Making On University", Vol. 18, 163-173 https://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19959
13. Hsin, KC, Huery, RY Ya,TY (2009) "The impact of Brand Awareness on Consumer Purchase Intention : The Mediating Effect of Perceived Quality and Brand Loyalty", Vol. 4, 135-144 https://www.academia.edu/21587652/The_Impact_of_Brand_Awareness_on_Consumer_Purchase_Intention_The_Mediating_Effect_of_Perceived_Quality_and_Brand_Loyalty
14. https://sindomanado.com/2018/08/14/kabar-gembira-dealer-wuling-hadir-di-kota-tomohon-dengan-concept-3s/
15. Ismanto, J. (2020). Marketing Management. Pamulang, UNPAM Press.
16. Jalal, H. & Haim, H (2015) “The Impact of Product Innovation on Relationship Quality in Automotive Industry: Strategic Focus on Brand Satisfaction, Brand Trust, and Brand Commitment”, Vol. 11, 94-104 https://www.researchgate.net/publication/276086508_The_Impact_of_Product_Innovation_on_Relationship_Quality_in_Automotive_Industry_Strategic_Focus_on_Brand_Satisfaction_Brand_Trust_and_Brand_Commitment
17. Jean, RJ & Michael, H, K. (2020) "Do Indonesian Customers Care About Price and Product Quality: Mediation Effects of Brand Awareness in the Automotive Industry (Honda Case Study)", Vol 3. 172-181 https://publikasi .mercubuana.ac.id/index.php/jdm/article/view/10203
18. Kotler, P., & Armstrong, G. (2018). Principles of Marketing. In P. Education (Ed.), Pearson Educaiton. https://doi.org/10.2307/2224326
19. Kumar, G. S., Priyadarshini, R., Parmenas, N. H., Tannady, H., Rabbi, F., & Andiyan, A. (2022, November). Design of Optimal Service Scheduling based Task Allocation for Improving CRM in Cloud Computing. In 2022 Sixth International Conference on I-SMAC (IoT in Social, Mobile, Analytics and Cloud)(I-SMAC) (pp. 438-445). IEEE.
20. Mai, Y (2017) "The Influence of Brand Image, Product Quality and Product Innovation on Consumer Loyalty for Avanza Cars in West Pasaman Regency", Vol 5. 149-154 https://stiepasaman.ac.id/ojsapresiasi Ekonomi/index.php/apresiasi Ekonomi /article/view/132/183
21. Michael, A. Erin, M. John, C. Halimin, H (2021) “The Centrality Of Brand Awareness”, Vol. 4. 109-121 https://ijbs.petra.ac.id/index.php/ijbs/article/view/160/75
22. Moko, W. (2021:121-122). Work management. Malang, UB Press
23. Musfar, T. (2021:76:77) Product and Brand Management. Bandung, Indonesian science media
24. Mutia, N (2020) “The Influence Of Product Promotion, Price And Quality Towards Decisions To Buy Wuling Cars In Wuling Bekasi Dealer Summarecon”, Vol. 20, 1-26 http://repository.stei.ac.id/1768/2/JurnalSTEI_21150000068_2019.English..pdf
25. Nur, E. A & Aprillia, E. K (2019) "The Influence of Promotion on Purchase Interest in Wuling Motors with Brand Awareness as a Mediation Variable", Vol 2. 333-340 https://prosideding.unimus.ac.id/index .php/semnas/article/view/403
26. Rachmawati, H. (2021). Brand Communication on Social Media & Its Application on News TV. Yogyakarta, Deepublish
27. Raden, RAW Handoyo, DW & Sari, L. (2014) "The Influence of Promotion, Product Design and Brand Awareness on Consumer Decisions to Buy Toyota Yaris Cars (Case Study at PT Nasmoco Pemuda Semarang)", Vol 1. 1-10 https: //ejournal3.undip.ac.id/index.php/jiab/article/view/5750/0
28. Rong, H. Emine, S (2011)”How Brand Awareness relates to market outcome, brand equity, and the marketing mix”, 92-99 https://www.researchgate.net/publication/256047325_How_Brand_Awareness_Relates_to_Market_Outcome_Brand_Equity_and_the_Marketing_Mix
29. Sisca at all (2021) Marketing: Basics and Concepts. Medan, We Write Foundation
30. Sitorus, A.S, et al. (2022:111-116). Brand Marketing: The Art Of Branding. Bandung, Indonesian Science Media
31. Sugiyono. (2018) Quantitative, Qualitative and R&D Research Methods. Bandung: Alphabet
32. Vini, O. Re Minta, LB (2022) "The Influence of Innovation and Product Quality on Toyota Yaris Purchase Decisions", Vol. 10. 255-262 https://jurnal.unived.ac.id/index.php/er/article/download/2025/1581
33. Wawan, P. Anas, H (2021) “The Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention”, Vol. 9, 132-144 https://drive.google.com/file/d/1-S6MC9qFBpwcLYK1syck7W3Jy5N_ynig/view
34. Yoseph, HT Silvya, LM & Imelda, WJO (2018) "The Influence of Price, Merchandise and Product Innovation on the Decision to Purchase a 6 Wheel Dump Truck at PT. Astra International Isuzu Manado Branch”, Vol 6. 838-847 https://ejournal.unsrat.ac.id/index.php/emba/article/view/19707
35. Zarlish, S. Tehmeena, H. Fareeh, a (2017) “The Impact of Brand Awareness on The consumers' Purchase Intention”, Vol. 33, 34-38 https://core.ac.uk/download/pdf/234694288.pdf
Sitinjak, C. (2015). Efikasi Diri, Kesejahteraan Psikologis, Kecerdasan Emosi, dan Sikap Siswa: Implikasi Terhadap Kualitas Pendidikan. In Psychology Forum UMM.
Sitinjak, C. (2016, February). Envious increasing student’s academic performance. In Proceeding from the ASEAN Conference: 2nd Psychology & Humanity,“Optimalizing Human Strenght for Productivity and Well Being (pp. 716-722).
Sitinjak, C., Ismail, R., Bantu, E., Fajar, R., & Samuel, K. (2022). The understanding of the social determinants factors of public acceptance towards the end of life vehicles. Cogent Engineering, 9(1), 2088640.
Sitinjak, C., Ismail, R., Tahir, Z., Fajar, R., Simanullang, W. F., Bantu, E., ... & Harun, Z. (2022). Acceptance of ELV Management: The Role of Social Influence, Knowledge, Attitude, Institutional Trust, and Health Issues. Sustainability, 14(16), 10201.
Yuniati, R., & Sitinjak, C. (2022). Upward Comparison at the Workplace: A Review. East Asian Journal of Multidisciplinary Research, 1(7), 1377-1394.
Supriadi, C., Sitinjak, C., Silalahi, F. D., Pertiwi, N. D., & Anggono, S. U. (2022). Enhancing Performance Using New Hybrid Intrusion Detection System. Journal of Management and Informatics, 1(2), 01-03.
Sitinjak, C., & Hurriyati, D. (2022). Kesadaran, Persepsi dan Tindakan Cyberbullying Oleh Siswa Sekolah Menengah Atas. Jurnal Pendidikan dan Konseling (JPDK), 4(4), 1442-1449.
Sitinjak, C., Ismail, R., Bantu, E., Fajar, R., & Simanullang, W. F. (2022). Study of Public Perception Toward End-of-Life Vehicles (ELV) Management in Indonesia. Planning, 17(4), 1341-1347.
Abdillah, H. Z., Rahman, F., Husna, M., Sitinjak, C., Hidayah, N., & Mujidin, M. (2022). School well-being in terms of self-determination and patience in vocational high school students. International Journal of Islamic Educational Psychology, 3(1), 19-34.
Manalu, G., & Sitinjak, C. (2022). Kajian Literatur Terhadap Manfaat Keterampilan Kepemimpinan dan Management Penjualan di dalam Perusahaan. Jurnal Multidisiplin Madani, 2(2), 889-898.
Manalu, G., & Sitinjak, C. (2022). Literature Review on the Benefits of Sales Leadership and Management Skills in Companies. Jurnal Multidisiplin Madani (MUDIMA), 2(2), 889-898.
Sitinjak, C., Manalu, G., & Abdillah, H. Z. (2021). STUDI DESKRIPTIF TERHADAP PENURUNAN EFIKASI GURU SELAMA PEMBERLAKUAN PEMBELAJARAN ONLINE. Jurnal Psikohumanika, 13(2), 73-83.
2. Afriansyah, et al. (2022). Agricultural Innovation. Jakarta, Our Writing Foundation
3. Ami, D. Fivi, RS & Iskandar, M (2018) "The Internet Marketing Effect On The Customer Loyalty Level With Brand Awareness As Intervening Variables", Vol. 9, 681-695 https://www.researchgate.net/publication/328066155_The_internet_marketing_effect_on_the_customer_loyalty_level_with_brand_awareness_as_intervening_variables
4. Anotoni, B. Sugito. Herinus, HW Nastiti, W. Lincaria, SS (2019) "The Influence Of Advertising Stars, Brand Image, And Brand Awareness On The Intention To Buy Honda Vario Motorcycles In Pasuruan", Vol. 9, 43-50 https://www.researchgate.net/publication/333023567_THE_INFLUENCE_OF_ADVERTISING_STARS_BRAND_IMAGE_AND_BRAND_AWARENESS_ON_THE_INTENTION_TO_BUY_HONDA_VARIO_MOTORCYCLES_IN_PASURUAN
5. Arfah, Y (2022). Product Purchase Decision. Padangsidimpuan, PT. International Primary Innovation
6. Astuti, M & Matondang, N. (2020) Marketing Management: MSMEs and Digital Social Media. Sleman, Deepublish
7. Darwin, M. Et Al (2021). Quantitative Approach Research Methods. Bandung, Indonesian Science Media
8. Dewi, Dian A. (2018:1). VALIDITY TEST AND RELIABILITY TEST module. Semarang: Dipenogoro Universityhttps://www.researchgate.net/profile/Dian-AyunitaDewi/publication/328600462_Modul_Uji_Validitas_dan_Reliability/links/5bd7e05c4585150b2b90c294/Modul-Uji-Validity-dan-Reliability.pdf
9. Elinawati, SMS Bode, L. Ferdy, R (2017) "The Influence of Product Innovation, Price, Brand Image and Service Quality on Customer Loyalty for Suzuki Ertiga Cars", Vol 5. 2230-2239 https://ejournal.unsrat.ac.id /index.php/emba/article/view/16522
10. Euis, D. J, Rodhiyah & Andi, W. (2013) "The Influence of Brand Equity Elements on the Decision to Buy a Toyota Kijang Innova Car at PT. Nasmoco Pemuda Semarang”, Vol.1.1-8 https://ejournal3.undip.ac.id/index.php/jiab/article/view/3484
11. Gaikindo, https://www.gaikindo.or.id/indonesian-automobile-industry-data/ , access 10 May 2022
12. Herry, M (2016) "Brand Awareness And Brand Image Of Decision Making On University", Vol. 18, 163-173 https://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19959
13. Hsin, KC, Huery, RY Ya,TY (2009) "The impact of Brand Awareness on Consumer Purchase Intention : The Mediating Effect of Perceived Quality and Brand Loyalty", Vol. 4, 135-144 https://www.academia.edu/21587652/The_Impact_of_Brand_Awareness_on_Consumer_Purchase_Intention_The_Mediating_Effect_of_Perceived_Quality_and_Brand_Loyalty
14. https://sindomanado.com/2018/08/14/kabar-gembira-dealer-wuling-hadir-di-kota-tomohon-dengan-concept-3s/
15. Ismanto, J. (2020). Marketing Management. Pamulang, UNPAM Press.
16. Jalal, H. & Haim, H (2015) “The Impact of Product Innovation on Relationship Quality in Automotive Industry: Strategic Focus on Brand Satisfaction, Brand Trust, and Brand Commitment”, Vol. 11, 94-104 https://www.researchgate.net/publication/276086508_The_Impact_of_Product_Innovation_on_Relationship_Quality_in_Automotive_Industry_Strategic_Focus_on_Brand_Satisfaction_Brand_Trust_and_Brand_Commitment
17. Jean, RJ & Michael, H, K. (2020) "Do Indonesian Customers Care About Price and Product Quality: Mediation Effects of Brand Awareness in the Automotive Industry (Honda Case Study)", Vol 3. 172-181 https://publikasi .mercubuana.ac.id/index.php/jdm/article/view/10203
18. Kotler, P., & Armstrong, G. (2018). Principles of Marketing. In P. Education (Ed.), Pearson Educaiton. https://doi.org/10.2307/2224326
19. Kumar, G. S., Priyadarshini, R., Parmenas, N. H., Tannady, H., Rabbi, F., & Andiyan, A. (2022, November). Design of Optimal Service Scheduling based Task Allocation for Improving CRM in Cloud Computing. In 2022 Sixth International Conference on I-SMAC (IoT in Social, Mobile, Analytics and Cloud)(I-SMAC) (pp. 438-445). IEEE.
20. Mai, Y (2017) "The Influence of Brand Image, Product Quality and Product Innovation on Consumer Loyalty for Avanza Cars in West Pasaman Regency", Vol 5. 149-154 https://stiepasaman.ac.id/ojsapresiasi Ekonomi/index.php/apresiasi Ekonomi /article/view/132/183
21. Michael, A. Erin, M. John, C. Halimin, H (2021) “The Centrality Of Brand Awareness”, Vol. 4. 109-121 https://ijbs.petra.ac.id/index.php/ijbs/article/view/160/75
22. Moko, W. (2021:121-122). Work management. Malang, UB Press
23. Musfar, T. (2021:76:77) Product and Brand Management. Bandung, Indonesian science media
24. Mutia, N (2020) “The Influence Of Product Promotion, Price And Quality Towards Decisions To Buy Wuling Cars In Wuling Bekasi Dealer Summarecon”, Vol. 20, 1-26 http://repository.stei.ac.id/1768/2/JurnalSTEI_21150000068_2019.English..pdf
25. Nur, E. A & Aprillia, E. K (2019) "The Influence of Promotion on Purchase Interest in Wuling Motors with Brand Awareness as a Mediation Variable", Vol 2. 333-340 https://prosideding.unimus.ac.id/index .php/semnas/article/view/403
26. Rachmawati, H. (2021). Brand Communication on Social Media & Its Application on News TV. Yogyakarta, Deepublish
27. Raden, RAW Handoyo, DW & Sari, L. (2014) "The Influence of Promotion, Product Design and Brand Awareness on Consumer Decisions to Buy Toyota Yaris Cars (Case Study at PT Nasmoco Pemuda Semarang)", Vol 1. 1-10 https: //ejournal3.undip.ac.id/index.php/jiab/article/view/5750/0
28. Rong, H. Emine, S (2011)”How Brand Awareness relates to market outcome, brand equity, and the marketing mix”, 92-99 https://www.researchgate.net/publication/256047325_How_Brand_Awareness_Relates_to_Market_Outcome_Brand_Equity_and_the_Marketing_Mix
29. Sisca at all (2021) Marketing: Basics and Concepts. Medan, We Write Foundation
30. Sitorus, A.S, et al. (2022:111-116). Brand Marketing: The Art Of Branding. Bandung, Indonesian Science Media
31. Sugiyono. (2018) Quantitative, Qualitative and R&D Research Methods. Bandung: Alphabet
32. Vini, O. Re Minta, LB (2022) "The Influence of Innovation and Product Quality on Toyota Yaris Purchase Decisions", Vol. 10. 255-262 https://jurnal.unived.ac.id/index.php/er/article/download/2025/1581
33. Wawan, P. Anas, H (2021) “The Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intention”, Vol. 9, 132-144 https://drive.google.com/file/d/1-S6MC9qFBpwcLYK1syck7W3Jy5N_ynig/view
34. Yoseph, HT Silvya, LM & Imelda, WJO (2018) "The Influence of Price, Merchandise and Product Innovation on the Decision to Purchase a 6 Wheel Dump Truck at PT. Astra International Isuzu Manado Branch”, Vol 6. 838-847 https://ejournal.unsrat.ac.id/index.php/emba/article/view/19707
35. Zarlish, S. Tehmeena, H. Fareeh, a (2017) “The Impact of Brand Awareness on The consumers' Purchase Intention”, Vol. 33, 34-38 https://core.ac.uk/download/pdf/234694288.pdf
Sitinjak, C. (2015). Efikasi Diri, Kesejahteraan Psikologis, Kecerdasan Emosi, dan Sikap Siswa: Implikasi Terhadap Kualitas Pendidikan. In Psychology Forum UMM.
Sitinjak, C. (2016, February). Envious increasing student’s academic performance. In Proceeding from the ASEAN Conference: 2nd Psychology & Humanity,“Optimalizing Human Strenght for Productivity and Well Being (pp. 716-722).
Sitinjak, C., Ismail, R., Bantu, E., Fajar, R., & Samuel, K. (2022). The understanding of the social determinants factors of public acceptance towards the end of life vehicles. Cogent Engineering, 9(1), 2088640.
Sitinjak, C., Ismail, R., Tahir, Z., Fajar, R., Simanullang, W. F., Bantu, E., ... & Harun, Z. (2022). Acceptance of ELV Management: The Role of Social Influence, Knowledge, Attitude, Institutional Trust, and Health Issues. Sustainability, 14(16), 10201.
Yuniati, R., & Sitinjak, C. (2022). Upward Comparison at the Workplace: A Review. East Asian Journal of Multidisciplinary Research, 1(7), 1377-1394.
Supriadi, C., Sitinjak, C., Silalahi, F. D., Pertiwi, N. D., & Anggono, S. U. (2022). Enhancing Performance Using New Hybrid Intrusion Detection System. Journal of Management and Informatics, 1(2), 01-03.
Sitinjak, C., & Hurriyati, D. (2022). Kesadaran, Persepsi dan Tindakan Cyberbullying Oleh Siswa Sekolah Menengah Atas. Jurnal Pendidikan dan Konseling (JPDK), 4(4), 1442-1449.
Sitinjak, C., Ismail, R., Bantu, E., Fajar, R., & Simanullang, W. F. (2022). Study of Public Perception Toward End-of-Life Vehicles (ELV) Management in Indonesia. Planning, 17(4), 1341-1347.
Abdillah, H. Z., Rahman, F., Husna, M., Sitinjak, C., Hidayah, N., & Mujidin, M. (2022). School well-being in terms of self-determination and patience in vocational high school students. International Journal of Islamic Educational Psychology, 3(1), 19-34.
Manalu, G., & Sitinjak, C. (2022). Kajian Literatur Terhadap Manfaat Keterampilan Kepemimpinan dan Management Penjualan di dalam Perusahaan. Jurnal Multidisiplin Madani, 2(2), 889-898.
Manalu, G., & Sitinjak, C. (2022). Literature Review on the Benefits of Sales Leadership and Management Skills in Companies. Jurnal Multidisiplin Madani (MUDIMA), 2(2), 889-898.
Sitinjak, C., Manalu, G., & Abdillah, H. Z. (2021). STUDI DESKRIPTIF TERHADAP PENURUNAN EFIKASI GURU SELAMA PEMBERLAKUAN PEMBELAJARAN ONLINE. Jurnal Psikohumanika, 13(2), 73-83.
Published
2023-01-15
How to Cite
Sartika Marselina Siwi, Silvya L. Mandey, & Imelda WJ Ogi. (2023). INFLUENCE OF PRODUCT INNOVATION, PRODUCT QUALITY, PRICE AND PROMOTION ON BRAND AWARENESS PT. WULING KUMALA TOMOHON. International Journal on Economics, Finance and Sustainable Development, 5(1), 113-130. https://doi.org/10.31149/ijefsd.v5i1.3908
2.png)
