The Influence of Brand Signature and Brand Reputation on Brand Performance
Abstract
This study uses the Kopi Kenangan brand as a case study to examine how brand signature and reputation affect brand performance. The study used a quantitative research design. Purposive sampling was the method of sampling. This survey comprised 214 respondents in total. Respondents are Indonesian-domiciled men and women between 17 and 55 who drink Kopi Kenangan and adhere to our criteria of following the most recent coffee news. Using Google Forms to distribute questionnaires, the data source employs primary data. This study uses closed-ended questions with a Likert scale with response categories of strongly disagree, disagree, agree, and highly agree. Partial Least Square is the data analysis method that makes use of the SmartPLS tool version 4.1.0.0. The study's findings support the first hypothesis, which states that brand signature influences brand performance. Conversely, the second hypothesis demonstrates that brand reputation influences brand performance.
References
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Nire, K., & Matsubayashi, N. (2024). Entry decisions for vertically differentiated markets with brand spillovers. European Journal of Operational Research, 314(2), 565–578. https://doi.org/10.1016/j.ejor.2023.09.024
Ramadhani, S., & Yuliana, L. (2023). Pengaruh Persepsi Konsumen Terhadap Minat Beli Mobil Listrik Mercedes-Benz EQS. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), Article 1. https://doi.org/10.33476/jobs.v4i1.3614
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2021). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. In Consumer Behaviour in Hospitality and Tourism. Routledge.
Ryan, J., & Casidy, R. (2018). The role of brand reputation in organic food consumption: A behavioral reasoning perspective. Journal of Retailing and Consumer Services, 41, 239–247. https://doi.org/10.1016/j.jretconser.2018.01.002
Saksono, A. S., & Yuliana, L. (2024). An analysis of the Bango Soy Sauce Brand’s Reputation and Performance. Jurnal Ekonomi, 13(01), Article 01.
Saputera, D. (2021). Analisis kinerja dan prospek komoditas kopi Indonesia di pasar domestik dan internasional. Jurnal Bisnis, Ekonomi, dan Sains, 1(2), 87-95.
Saputri, K. D., Safriyanti, F., & Yuliana, L. (2024). The impact of brand familiarity on brand credibility and perceived quality of brands Marhen. J: An empirical analysis. Jurnal Ekonomi, 13(01), Article 01.
Saputri, R. Z., Putra, M. F. R., & Yuliana, L. (2024). Analysis of Brand Credibility and Brand Reputation on Brand Performance. Jurnal Ekonomi, 13(01), Article 01.
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Slamet, F. A., & Yuliana, L. (2024). The Impact of Brand Hate and Negative E-WOM on Non Purchase Intention (Case Study on American Food). Journal of Applied Business Administration, 8(2), Article 2. https://doi.org/10.30871/jaba.v8i2.7721
Suryana, A. T., Saleh, Y., Dewi, T. G., & Rahayu, H. S. P. (2024). Global competitiveness of coffee products: A comparative study of Indonesia and Vietnam. Coffee Science - ISSN 1984-3909, 19, e192237–e192237. https://doi.org/10.25186/.v19i.2237
Theoharakis, V., Zheng, Y., & Zhang, L. (2024). Dynamic strategic marketing planning: The paradox of concurrently reconfiguring and implementing strategic marketing planning. Journal of Business Research, 174, 114525. https://doi.org/10.1016/j.jbusres.2024.114525
Utoyo, G. N. P. M., Mustofa, K. A., & Yuliana, L. (2023). Kualitas Pelayanan Difabis Coffe & Tea Terhadap Kepuasan Pelanggan. Jurnal Cahaya Mandalika ISSN 2721-4796 (Online), 4(2), Article 2. https://doi.org/10.36312/jcm.v4i2.1994
Wu, C.-W. (2015). Antecedents of franchise strategy and performance. Journal of Business Research, 68(7), 1581–1588. https://doi.org/10.1016/j.jbusres.2015.01.055
Yuliana, L., Apriyana, N., & Fadillah, M. A. (2023). Analisis Brand Signature dan Brand Logo Terhadap Brand Performance. Widya Cipta: Jurnal Sekretari Dan Manajemen, 7(2), Article 2. https://doi.org/10.31294/widyacipta.v7i2.15205
Yuliana, L., Apriyana, N., Perkasa, D. H., Waty, S. S., Masnia, M., Pratama, A., & Maria, N. T. (2024). Brand Reputation on Brand Performance in Surplus Indonesia. Widya Cipta: Jurnal Sekretari Dan Manajemen, 8(2), Article 2. https://doi.org/10.31294/widyacipta.v8i2.21284
Yuliana, L., Setiawan, H. A., & Irawan, S. (2023). The Impact of Brand Credibility and Brand Reputation on Brand Performance: An Empirical Analysis. Jurnal Bisnis Dan Manajemen, 10(2), Article 2. https://doi.org/10.26905/jbm.v10i2.11743
Alfian, R., Nugroho, W. F., & Yuliana, L. (2024). Analysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions. Jurnal Bisnis Dan Manajemen, 11(1), Article 1. https://doi.org/10.26905/jbm.v11i1.12636
Ashardiono, F., & Trihartono, A. (2024). Optimizing the potential of Indonesian coffee: A dual market approach. Cogent Social Sciences, 10(1), 2340206. https://doi.org/10.1080/23311886.2024.2340206
Carrillo, E., Parrilla, R., & Tárrega, A. (2024). The difficult decision of buying food for others: Which puree will my baby like? Food Research International, 179, 114018. https://doi.org/10.1016/j.foodres.2024.114018
Ernanto, B. (2023, Desember). 3 Tren Industri Kopi pada Masa Mendatang. https://mediaindonesia.com/ekonomi/638725/3-tren-industri-kopi-pada-masa-mendatang#google_vignette
Fauzan, R., Priantono, T. D., & Yuliana, L. (2023). Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility. Jurnal Cahaya Mandalika ISSN 2721-4796 (Online), 4(2), Article 2. https://doi.org/10.36312/jcm.v4i2.1995
Hamdani, R., & Yuliana, L. (2024). The Impact Of Brand Credibility On The Brand Reputation Of Teh Botol Sosro Brand. Journal of Applied Business Administration, 8(1), 110–117.
Justiana, S., & Yuliana, L. (2024). Pengaruh Viral Marketing Terhadap Minat Beli Produk Mother Of Pearl. Jurnal Bina Bangsa Ekonomika, 17(1), Article 1. https://doi.org/10.46306/jbbe.v17i1.447
Khoiroh, A., Elvira, D., & Yuliana, L. (2023). Pengaruh Brand Signature Dan Brand Logo Terhadap Brand Reputation. Jurnal Bina Bangsa Ekonomika, 16(2), Article 2. https://doi.org/10.46306/jbbe.v16i2.422
Kim, J., Melton, R., Min, J. E., & Kim, B. Y. (2020). Who says what?: Exploring the impacts of content type and blog type on brand credibility, brand similarity and eWOM intention. Journal of Fashion Marketing and Management: An International Journal, 24(4), 611–630. https://doi.org/10.1108/JFMM-03-2019-0041
Kurniawan, A., & Noviyanti, S. (2023, Desember). Cara Menjaga Konsistensi Rasa Kopi dengan Pemanfaatan Teknologi Automasi Halaman all—Kompas.com. https://lestari.kompas.com/read/2023/12/23/091100586/cara-menjaga-konsistensi-rasa-kopi-dengan-pemanfaatan-teknologi-automasi?page=all
Kurniawan, S. S. (2023, Desember). Bagi yang Mau Bisnis Kedai Kopi, Ini 3 Tren Industri Kopi Masa Depan. https://momsmoney.kontan.co.id/news/bagi-yang-mau-bisnis-kedai-kopi-ini-3-tren-industri-kopi-masa-depan
Macca, L. S., Shehzad, N., Kovacova, M., & Santoro, G. (2024). Unlocking e-commerce potential: Micro and small enterprises strike back in the food and beverage industry. European Journal of Innovation Management, ahead-of-print(ahead-of-print). https://doi.org/10.1108/EJIM-01-2023-0023
Marianti, S., Dharma, T. A., & Yuliana, L. (2023). Pengaruh Brand Familiarity Terhadap Brand Credibility. Jurnal Bina Bangsa Ekonomika, 16(2), Article 2. https://doi.org/10.46306/jbbe.v16i2.394
Mustikasari, M., Rusfianti, S., & Yuliana, L. (2022). Pengaruh Brand Signature Dan Brand Familiarity Terhadap Brand Attitude. Jurnal Ilmu Manajemen, 41–50. https://doi.org/10.26740/jim.v11n1.p41-50
Ngo, H. M., Liu, R., Moritaka, M., & Fukuda, S. (2020). Effects of industry-level factors, brand credibility and brand reputation on brand trust in safe food: Evidence from the safe vegetable sector in Vietnam. British Food Journal, 122(9), 2993–3007. https://doi.org/10.1108/BFJ-03-2020-0167
Ningsih, T. R. W. S., Mulyati, A., & Yuliana, L. (2023). Analisa Dampak Promosi Below The Line Terhadap Keputusan Pembelian Sektor Elektrikal. Jurnal Bina Bangsa Ekonomika, 16(2), Article 2. https://doi.org/10.46306/jbbe.v16i2.402
Nire, K., & Matsubayashi, N. (2024). Entry decisions for vertically differentiated markets with brand spillovers. European Journal of Operational Research, 314(2), 565–578. https://doi.org/10.1016/j.ejor.2023.09.024
Ramadhani, S., & Yuliana, L. (2023). Pengaruh Persepsi Konsumen Terhadap Minat Beli Mobil Listrik Mercedes-Benz EQS. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), Article 1. https://doi.org/10.33476/jobs.v4i1.3614
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2021). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. In Consumer Behaviour in Hospitality and Tourism. Routledge.
Ryan, J., & Casidy, R. (2018). The role of brand reputation in organic food consumption: A behavioral reasoning perspective. Journal of Retailing and Consumer Services, 41, 239–247. https://doi.org/10.1016/j.jretconser.2018.01.002
Saksono, A. S., & Yuliana, L. (2024). An analysis of the Bango Soy Sauce Brand’s Reputation and Performance. Jurnal Ekonomi, 13(01), Article 01.
Saputera, D. (2021). Analisis kinerja dan prospek komoditas kopi Indonesia di pasar domestik dan internasional. Jurnal Bisnis, Ekonomi, dan Sains, 1(2), 87-95.
Saputri, K. D., Safriyanti, F., & Yuliana, L. (2024). The impact of brand familiarity on brand credibility and perceived quality of brands Marhen. J: An empirical analysis. Jurnal Ekonomi, 13(01), Article 01.
Saputri, R. Z., Putra, M. F. R., & Yuliana, L. (2024). Analysis of Brand Credibility and Brand Reputation on Brand Performance. Jurnal Ekonomi, 13(01), Article 01.
Sharma, N., Yeasmen, N., Dube, L., & Orsat, V. (2024). Rise of Plant-Based Beverages: A Consumer-Driven Perspective. Food Reviews International, 0(0), 1–27. https://doi.org/10.1080/87559129.2024.2351920
Sherlyta, Y., Putri, S. P., & Yuliana, L. (2024). Pengaruh Brand Signature Terhadap Brand Performance. Jurnal Bina Bangsa Ekonomika, 17(1), Article 1. https://doi.org/10.46306/jbbe.v17i1.481
Slamet, F. A., & Yuliana, L. (2024). The Impact of Brand Hate and Negative E-WOM on Non Purchase Intention (Case Study on American Food). Journal of Applied Business Administration, 8(2), Article 2. https://doi.org/10.30871/jaba.v8i2.7721
Suryana, A. T., Saleh, Y., Dewi, T. G., & Rahayu, H. S. P. (2024). Global competitiveness of coffee products: A comparative study of Indonesia and Vietnam. Coffee Science - ISSN 1984-3909, 19, e192237–e192237. https://doi.org/10.25186/.v19i.2237
Theoharakis, V., Zheng, Y., & Zhang, L. (2024). Dynamic strategic marketing planning: The paradox of concurrently reconfiguring and implementing strategic marketing planning. Journal of Business Research, 174, 114525. https://doi.org/10.1016/j.jbusres.2024.114525
Utoyo, G. N. P. M., Mustofa, K. A., & Yuliana, L. (2023). Kualitas Pelayanan Difabis Coffe & Tea Terhadap Kepuasan Pelanggan. Jurnal Cahaya Mandalika ISSN 2721-4796 (Online), 4(2), Article 2. https://doi.org/10.36312/jcm.v4i2.1994
Wu, C.-W. (2015). Antecedents of franchise strategy and performance. Journal of Business Research, 68(7), 1581–1588. https://doi.org/10.1016/j.jbusres.2015.01.055
Yuliana, L., Apriyana, N., & Fadillah, M. A. (2023). Analisis Brand Signature dan Brand Logo Terhadap Brand Performance. Widya Cipta: Jurnal Sekretari Dan Manajemen, 7(2), Article 2. https://doi.org/10.31294/widyacipta.v7i2.15205
Yuliana, L., Apriyana, N., Perkasa, D. H., Waty, S. S., Masnia, M., Pratama, A., & Maria, N. T. (2024). Brand Reputation on Brand Performance in Surplus Indonesia. Widya Cipta: Jurnal Sekretari Dan Manajemen, 8(2), Article 2. https://doi.org/10.31294/widyacipta.v8i2.21284
Yuliana, L., Setiawan, H. A., & Irawan, S. (2023). The Impact of Brand Credibility and Brand Reputation on Brand Performance: An Empirical Analysis. Jurnal Bisnis Dan Manajemen, 10(2), Article 2. https://doi.org/10.26905/jbm.v10i2.11743
Published
2024-09-30
How to Cite
SIMBOLON, Hartobela; PRATAMA, Raka Rizki; YULIANA, Lingga.
The Influence of Brand Signature and Brand Reputation on Brand Performance.
JOURNAL OF APPLIED BUSINESS ADMINISTRATION, [S.l.], v. 8, n. 2, p. 415-425, sep. 2024.
ISSN 2548-9909.
Available at: <http://704209.wb34atkl.asia/index.php/JABA/article/view/8652>. Date accessed: 28 nov. 2024.
doi: https://doi.org/10.30871/jaba.v8i2.8652.
Section
Articles
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