Prokem Brand: Antecedents of Customers’ Buying Decision on Ayam Neraka


Brand is created to inspire a good image in the minds of consumers. But lately there has been an interesting trend, where a brand is created with a negative connotation, to which we have given the term Prokem Brand. Ayam Neraka is one of the famous Prokem Brand in Indonesia. This study aims to analyze the influence of Brand Equity, Promotion, and Reference Groups toward the Buying Decision of Ayam Neraka in Padang. The population of this study is all the Ayam Neraka Cafe consumers with a sample size of 80 people. The sampling technique is Accidental, where we distribute questionnaires to consumers that happened to be found during the study. Data analysis was done using linear regression analysis. This study found that, simultaneously, the independent variables significantly affect Buying Decisions. But from all three, Brand Equity and Reference Group are the only variables that significantly affect Ayam neraka consumers’ Buying Decisions. Based on this study, we then gave the name Prokem Brand to brands like Ayam Neraka, who have names with negative connotations, but paradoxically viewed as a good brand by a limited consumer, that is, the youth.



Keywords: Prokem Brand, Buying Decision, Brand Equity, Promotion, Reference Group

[1] Aaker, D. (1991). Managing Brand Equity. New York: The Free Press.

[2] Irawan D., H. (February 2014). Customer-based brand equity pemikiran brilian dari keller. Majalah Marketing.

[3] Keane, W. (1994). The value of words and the meaning of things in Eastern Indonesian Exchange. Man New Series, vol. 29, pp. 605–629.

[4] Lee, Y.-K., Back, K.-J., and Kim, J.-Y. (2009). Family restaurant brand personality and its impact on customer’s emotion, satisfaction, and brand loyalty. Journal of Hospitality & Tourism Research, vol. 33.

[5] Evanita, S. and Trinanda, O. (2018). Marketing to “Z Generations”: An analysis of West Sumatera’s youth decision factors when buying modern & Minangkabau traditional snacks, in The 1st Padang International Conferences on Education, Economics, Business, and Accounting Padang.

[6] Evanita, S. and Trinanda, O. (2017). Pengaruh Atribut Produk Terhadap Minat Beli Makanan Ringan Tradisional Pada Remaja Di Perkotaan Sumatera Barat. Economac, vol. 1.

[7] Wardi, Y., Abror, A., and Trinanda, O. (2018). Halal tourism: Antecedent of tourist’s satisfaction and word of mouth (WOM). Asia Pacific Journal of Tourism Research, vol. 23, pp. 463–472.

[8] Lange, C. (2016). Locating Hell in Islamic traditions. Turkey: Hotei Publishing.

[9] Q. C. J. and B. F.G. (2015). A model of the buying center decision making process, in Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference, Springer.

[10] Schiffman, L. G. and Kanuk, L. L. (1997). Consumer Behavior. Saddle River, NJ: Upper Prentice Hall.

[11] Çifci, S., Ekinci, Y., Whyatt, G., et al. (2016). A cross validation of consumer-based brand equity models: Driving customer equity in retail brands. Journal of Business Research, vol. 69.

[12] Walker, O. C. J. W. M. (2014). Marketing Strategy: A Decision-focused Approach. New York: McGraw-Hill.

[13] Gronroos, C. (1994). From marketing mix to relationship marketing – Towards a paradigm shift in marketing. Australian Marketing Journal, vol. 2.

[14] Yang, J. and Lee, X. H. (2007). Social reference group influence on mobile phone purchasing behaviour: A cross-nation comparative study. International Journal of Mobile Communications, vol. 5, pp. 319–338.

[15] Wilfred, A. and Jain, S. (2008). Trading up: A strategic analysis of reference group effect. Journal Marketing Science, vol. 27, pp. 932–942.

[16] Setiawati, E. (2016). Analisis Karakteristik Bahasa Gaul Dalam Film Era 1980-AN, 1990- AN, DAN 2000-AN. S1, Universitas Mataram, Mataram