Affects Brand Image Research Articles

The Role of Brand Image in Mediating the Influence of Online Customer Reviews and Perceived Ease of Use on Purchase Decisions

The rapid development of technology and information has significantly impacted the online travel and tour business, including Penidago.com. This study aims to determine the effect of online customer reviews and perceived ease of use on purchasing decisions, and the role of brand image in mediating these effects on Penidago.com. A quantitative research design was employed, with a population consisting of all Penidago.com users. A sample of 100 respondents was collected using a questionnaire as the research instrument. The findings reveal that online customer reviews have a positive and significant effect on purchasing decisions, while perceived ease of use has a negative and insignificant effect. Additionally, online customer reviews positively and significantly affect brand image, while perceived ease of use has a positive but insignificant impact. Brand image positively influences purchasing decisions and partially mediates the relationship between online customer reviews and purchasing decisions. However, brand image does not mediate the effect of perceived ease of use on purchasing decisions

The Power of Celebrity Endorsements: Examining the BarenBliss Brand Image among TikTok Users

The purpose of this study is to ascertain how the Barenbliss brand is impacted by the visibility, credibility, attraction, and power of celebrity endorsers among Lubuklinggau Private University TikTok users. With a sample of 150 students who used the TikTok app, the study's population consisted of all enrolled private university students, or roughly 2057 students. The Smart PLS 3 analysis tool is used in this study's quantitative data processing methodology. The study's findings indicate that, first, the visibility variable of celebrity endorsers has no effect on the Barenbliss brand image; second, credibility positively affects brand image; and third, attraction has no effect on brand image. Brand Image, fourth, demonstrates that strength has a significant impact on brand image; fifth, it has positive significance because the t-statistic value of Visibility (X1) and Credibility (X2) on Brand Image (Y) is t-count greater than t-table; sixth, it has positive significance because the t-statistic value of Attraction (X3) and Power (X4) on Brand Image (Y) is greater; seventh, it is negative because the t-statistic value is smaller than the t-table; ninth, it is positive because the t-statistic value is smaller than the t-table; and, for testing all variables X against variable Y, significant positive results are obtained because the t-value-statistics is greater than the t-table.

The Effect of Social Media Marketing on Brand Image from the Perspective of Information Adoption Model

Purpose: The purpose of this study is to examine the impact of social media marketing on brand image. A conceptual model has been developed based on the Information Adoption Model (IAM) to achieve this goal. Material and Method: Data were collected from 204 social media users in the Karabük province through a survey technique. The collected data were analysed with Structural Equation Modeling (SEM). The study investigates how information about a product, service, or brand produced through social media marketing influences consumers' perceptions of information quality, source credibility, information usefulness, and adoption, and how these factors, in turn, affect brand image. Findings: The analyses confirm that social media marketing has a positive effect on brand image. Additionally, it was found that social media marketing information is perceived as high-quality, reliable, and useful, which increases the likelihood of its adoption. Results: This study concludes that social media marketing positively influences brand image from the IAM perspective. Furthermore, by testing the effect of social media marketing on brand image through the lens of IAM, this study expands the scope of the model and contributes to it. The findings also serve as a reference for marketing researchers and practitioners, reminding them of the significance of social media marketing.

Analysis of the Influence of Digital Marketing and Facilities on Parents' Decision to Enrol Their Children at Playfield Elementary School Jakarta with Brand Image as the Intervening Variable

This study aims to examine the influence of Digital Marketing and Facilities on the Decision to enrol children at SD Playfield Jakarta, with Brand Image as the mediating variable. Data were collected from 33 respondents who are parents of students at SD Playfield Jakarta using the purposive sampling technique. The results of the multiple regression analysis indicated that Digital Marketing (t = 0.188, p = 0.852) and Facilities (t = -0.630, p = 0.534) did not have a significant influence on Brand Image. However, Brand Image demonstrated a significant positive impact on the Decision to enrol children (t = 3.498, p = 0.002). The coefficient of determination showed that 37.2% of the variability in enrolment decisions can be explained by Digital Marketing, Facilities, and Brand Image. The F-test indicated that the overall regression model is significant (F = 5.718, p = 0.003). In conclusion, while Digital Marketing and Facilities may not directly affect Brand Image, enhancing Brand Image can positively influence parents' decisions to enrol their children at SD Playfield Jakarta. It is recommended that the school strengthen its marketing strategies and improve facilities to enhance its Brand Image, thereby supporting increased parental enrolment decisions

Top B2B sales strategies for household hygiene products in Sulaymaniyah

Aims: This market research has been conducted in Sulaymaniyah city, which emphasizes benchmarking top hygiene brands, evaluating the relationship among variables such as promotion, price, product quality, service quality, brand image, country image, customer value, customer satisfaction, switch intention and brand loyalty to design appropriate marketing strategies for businesses in hygiene and cleaning product market and also, assessing market owners' most important point of view on hygiene products. Design: It is conducted through the benchmarking process of selling cleaning and hygiene products by B2B. All data are primary and collected from real markets and retailers, which are more than 101 brands in the Sulaymaniyah government. The collected data are analyzed with frequency and regression analyses to assess the strategic weight and importance of selling hygiene products. Finding: From this research, market owners do not rely on promotion and price to decide whether to work on a brand. At the same time, service quality and product quality hurt brand image. In this case, it is discovered that brand owners have not done services correctly. It can be an opportunity to penetrate markets. However, packaging and online ordering systems are the most powerful factors impacting service quality. However, market owners do not trust products when they are introduced as high quality. Safety, performance, size aesthetics, durability, and usability are the most critical factors that affect product quality from a B2B perspective. Country of origin or country image negatively affects brand image because they believe that generally, products are imported from Turkey and Iran. Country image negatively affects customer value because customers do not trust products are imported from somewhere else apart from Iran and Turkey. By increasing brand image, the customer value rises and leads to customer satisfaction and eventually affects brand loyalty. In contrast, by increasing customer value, switch intention reduces and leads to better brand loyalty effectiveness.

BRAND IMAGE OF CONSUMERS TOWARDS E-COMMERCE COMPANIES

This research paper mainly focuses on brand image of consumer towards e-commerce companies like Amazon, Flipkart and Snapdeal. Nowadays online consumer are increasing and penetration of internet and smart phones in rural areas are also increasing. So, for the e-commerce companies it is essential to understand various factors that affect brand image and consumer satisfaction. For this research paper total 500 respondents have filled structured questionnaire in the Gujarat. Analysis of primary data conducted on SPSS software. Regression analysis conducted for Amazon, Flipkart and Snapdeal. After analyzing age and gender wise data, overall satisfaction among consumer is highest among Amazon than Flipkart and least in Snapdeal. This study attempts to apply the concept of brand image to the e-commerce companies setting by addressing differential consumption decision-making process. In addition, different gender and age groups reveal unique preferences and consumption patterns.

Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Dan Dampaknya Terhadap Citra PT. Sucofindo

The high level of competition and the increasingly advanced era requires companies to be more innovative in adapting to changes that have occurred. The ups and downs of the company often occur along with changes in environmental conditions around it. In addition, the influence of government regulations can also affect the dynamics of competition in these sectors. With the implementation of good service quality, it is hoped that customer satisfaction will be achieved which will certainly have an impact on the development of PT Sucofindo in the future. The objectives of this study are: (1) To determine the effect of price on customer satisfaction in using PT Sucofindo's services. (2) To determine the effect of service quality on customer satisfaction in using PT Sucofindo's services. (3) To determine the effect of price on the brand image of PT Sucofindo's services. (4) To determine the effect of service quality on the brand image of PT Sucofindo. (5) To determine the effect of customer satisfaction on the brand image of PT Sucofindo. (6) To determine the mediation of customer satisfaction on the effect of price on the brand image of PT Sucofindo. (7) To determine the mediation of customer satisfaction on the effect of service quality on the brand image of PT Sucofindo. In this study, data processing and analysis used the Partial Least Square (PLS) approach. PLS is a Structural Equation Modeling (SEM) model based on components or variants. While PLS is more of a predictive model. Data analysis in this study is Outer Model Analysis, Inner Model, and Hypothesis Testing. Based on the results of the analysis, it shows that: (1) Price does not affect Customer Satisfaction; (2) Service Quality affects Customer Satisfaction; (3) Price affects Brand Image; (4) Service Quality affects Brand Image; (5) Customer Satisfaction affects Brand Image; (6) Mediating customer satisfaction on the influence of price on brand image has no effect; and (7) Mediating customer satisfaction on the influence of price on brand image has an effect. It can be concluded that the variables of Service Quality and Customer Satisfaction affect the brand image of PT. Sucofindo.

Exploring Halal Awareness and Its Effects on Brand Image, Consumer Attitudes, and Purchase Decisions: A Study of Mixue in Malang

Understanding the impact of Halal awareness on consumer behavior is crucial in markets with high sensitivity to Halal standards, as it can significantly influence brand perception and purchasing decisions. Despite the increasing importance of Halal certification, there is limited research on how Halal awareness specifically affects brand image, consumer attitudes, and purchase decisions in the context of the Indonesian market. This study aims to explore these relationships for Mixue in Malang. Utilizing an explanatory research design and quantitative methods, data were collected from a sample of 175 respondents through a non-probability sampling technique, specifically purposive sampling. Data analysis was conducted using descriptive techniques to interpret the relationships among the variables. The study finds a strong brand image positively impacts consumer attitudes toward the brand and encourages purchasing behavior. However, Halal awareness does not significantly affect consumer attitudes toward the brand or brand image directly. These insights underscore the complex interplay between Halal awareness, brand perception, and consumer behavior, highlighting the need for brands to enhance both Halal principles promotion and overall brand image to effectively drive consumer attitudes and purchase decisions.

Synergizing Green Marketing and Product Innovation: Strategies for Elevating Consumer Choices

This study examines the impact of green marketing and green product innovation on brand image and purchasing decisions among consumers. Utilizing a quantitative approach, data were collected from 165 respondents through surveys in Semarang, Indonesia. The findings reveal that green marketing significantly enhances brand image, suggesting that environmentally friendly marketing efforts are valued by consumers and contribute to a positive brand perception. However, green product innovation alone does not significantly affect brand image, indicating the necessity of combining it with effective green marketing strategies. Furthermore, the study confirms that a strong brand image significantly influences purchasing decisions, highlighting the importance of consumer perceptions in driving buying behavior. Green product innovation also shows a significant positive impact on purchasing decisions, demonstrating that eco-friendly and innovative products appeal to consumers. Despite these benefits, green marketing alone does not significantly impact purchasing decisions, suggesting that additional factors are required to drive consumer purchases directly. The study concludes that an integrated strategy combining green marketing and product innovation offers the greatest potential for enhancing brand image and influencing consumer behavior, providing valuable insights for managers seeking to leverage sustainability in their marketing strategies.

The Evolution of Branding: Navigating the New Landscape of Consumer Trust

This research investigates the relationships between Brand Experience, Brand Communication Consistency, Brand Image, and Consumer Trust at PT. Indofood Jambi. Utilizing a quantitative approach with a sample of 100 consumers and employing SmartPLS for data analysis, the study examines how these variables interact to influence consumer trust. The findings reveal that Brand Experience significantly affects Brand Image, which in turn has a substantial impact on Consumer Trust. Brand Communication Consistency also plays a critical role, enhancing Consumer Trust through its positive effect on Brand Image. The results emphasize the importance of delivering exceptional brand experiences and maintaining consistent communication to build a strong Brand Image and foster Consumer Trust. These insights provide actionable recommendations for PT. Indofood Jambi to enhance customer loyalty and secure a competitive edge in the regional market.

WANPRESTASI AKIBAT KETERLAMBATAN PENGANTARAN OLEH KURIR GOFOOD

This article examines the breach of contract issue related to delays in food delivery by GoFood couriers, a rapidly growing food delivery service in Indonesia. Despite the increasing popularity of such services, there is a significant research gap regarding the impact of delivery delays on customer satisfaction. This study aims to analyze the impact of delivery delays on customer satisfaction and identify the factors contributing to these delays. Using a case study analysis method explores specific instances of breach of contract due to delivery delays by GoFood couriers. The results indicate that delivery delays significantly negatively impact customers' perception of GoFood's service. Contributing factors to the delays include traffic conditions, order volume, and company policies. These findings provide valuable insights for GoFood and similar services to enhance delivery efficiency and customer satisfaction. The practical implications of this study include recommendations for improving delivery processes, courier training, and better communication with customers. This research contributes to understanding how delivery delays can affect brand image and customer satisfaction in the context of an evolving food delivery service. In conclusion, the corrective actions taken by the company can help improve service quality and minimize potential conflicts with customers.

Analysis of Customer Satisfaction With Non-Subsidized Fuel at Pertamina SPBU In Pelalawan Regency – Riau Province

This study aims to develop a new conceptual model of how green marketing, e-WOM, and service quality affect brand image and how it affects customer satisfaction. Customer BBM Pertamax series and PERTAMINA Dex products. This research can fill the limitations of previous research and the research gaps on customer satisfaction. This quantitative study collected data through questionnaires distributed to customers of BBM Pertamax series and Pertamina Dex products in Pelalawan Regency, Riau Province. The sample calculation used a formula that produced 360 respondents using a purposive random sampling approach. A Likert-scale questionnaire was used to collect data, and SmartPLS 4.0 was used to process it. The findings include that green marketing has a positive and significant effect on brand image; e-wom has a positive and significant effect on brand image; service quality has a significant positive effect on brand image; green marketing has a positive and significant effect on customer satisfaction; e-wom has a positive but not significant effect on customer satisfaction; service quality has a significant positive effect on customer satisfaction. Brand image can significantly mediate the effect of green marketing on customer satisfaction; the brand image can significantly mediate the effect of service quality on customer satisfaction; the Brand image can mediate the effect of e-WOM on customer satisfaction; and brand image has a positive and significant effect on customer satisfaction.

ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH CITRA MEREK SMARTPHONE OPPO

This study aims to analyze the effect of product quality, price, and promotion on purchasing decisions mediated by brand image. This study uses a survey of 110 students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta who have purchased Oppo smartphones as research objects. The findings of the study indicate that product quality, price, and promotion significantly affect brand image. However, the effect of price on brand image is not significant. In addition, this study reveals that brand image significantly mediates the effect of product quality and promotion on purchasing decisions. These findings emphasize the importance of having a positive brand image in influencing consumer purchasing decisions. The conclusion of this study is that companies should prioritize building a positive brand image and providing high-quality products at attractive prices. By promoting products effectively, companies can influence consumer perceptions and ultimately increase sales. This study provides valuable insights for companies in designing more effective marketing strategies and optimizing factors that influence consumer purchasing decisions.

The Effectiveness of Social Media Marketing Activities in Building Brand Equity and Patient Trust and its Influence on Visit Intention in Private Hospitals

Technological developments and increasingly fierce competition for private hospitals have forced private hospitals to innovate with each other to promote their services through social media. The research aims to measure how effective the implementation of social media marketing activities is in building brand awareness, brand image, brand equity, and trust from private hospital patients and their influence on visit intention. This study uses quantitative methods, and the data obtained will be processed using CB-SEM with the IBM AMOS application, analyzing 264 questionnaire responses. The study results show that social media marketing activities affect brand awareness, brand image, and trust but do not affect visit intention. Meanwhile, trust and brand equity have a significant impact on visit intentions. However, brand awareness does not affect brand image, yet both significantly impact brand equity. This study shows that collaboration between variables is needed to impact patient visit intentions positively. It is hoped that this research can help the management of private hospitals and other health facilities in forming marketing strategies through social media activities.

Unveiling Key Drivers to Enhance Global Customer Satisfaction

This quantitative study investigates the influence of service quality, price, and brand image on customer satisfaction at PT. Pos Indonesia Sultan Agung Magersari Sidoarjo. Using a sample of 85 respondents and multiple linear regression analysis, the research finds significant positive effects of service quality, price, and brand image on customer satisfaction. Specifically, reliability and responsiveness significantly impact service quality, competitor price significantly influences price, and uniqueness significantly affects brand image. The study underscores the importance of maintaining high service quality standards, competitive pricing strategies, and distinctive brand images to enhance customer satisfaction in the postal service industry. The findings offer practical implications for PT. Pos Indonesia, suggesting the prioritization of reliability and responsiveness in service delivery, competitive pricing strategies, and leveraging unique brand attributes for market differentiation. Future research directions include exploring additional variables and employing qualitative methods to deepen understanding and optimize customer satisfaction strategies. Highlight: Study: Service, price, brand influence postal customer satisfaction significantly. Regression: Reliability, responsiveness, competitor price, uniqueness impact customer satisfaction. Practical: Maintain reliability, competitive pricing, leverage uniqueness for customer satisfaction. Keywoed: Customer satisfaction, Service quality, Price, Brand image, Postal services

Effects of Service Marketing in AI Medical Industry on Brand Image and Consumer Behavior

Emerging smart technology in global medical & health care systems in past years results in the popularity of telework and telehealth. Besides, people’s changing consumption patterns enhance explosive growth of medicine, life sciences, and digital technology in recent years to accelerate the transformation and reform of medical industry. Under real needs and the catalysis of technology, smart medicine becomes the mainstream in the future. For this reason, this study tends to discuss the effect of service marketing in AI medical industry on brand image and consumer behavior. AI medical industry customers in southern Taiwan, as the research samples, are distributed 500 copies of questionnaire. After deducting invalid and incomplete ones, 346 copies of questionnaire are valid, with the retrieval rate 69%. The research results reveal that service marketing would positively and significantly affect brand image, brand image would positively and remarkably affect consumer behavior, and service marketing would positively and notably affect consumer behavior. According to the results to propose suggestions, it is expected to provide effective guide for various service organizations practicing service marketing to grasp critical factors and build the service marketing systems being able to promote the benefit in AI medical industry.

Influence of Online Media on the Progress Prima Indonesia University

The establishment of universities and aggressive marketing strategies in the modern era of globalization have increased competition in the higher education sector. Therefore, it is very important to know the benefits of Royal Prima Universities' marketing strategies, both online and offline, by conducting research on how affiliate marketing as a moderating variable affects brand image. The aim of this research is to explain the synergy and interdependence that exists between offline and online marketing activities in the process of forming perceptions of a university. This will be achieved through analysis involving multiple scientific disciplines. With 300 students as a sample, the data was processed using the hair formula method. In path analysis, a hypothesis testing approach is used. The test results show that offline marketing has a greater impact ratio on affiliate marketing compared to online marketing. The results also show that offline marketing has a greater ratio impact on brand image than online marketing.

Influence of Environmental Awareness, Green Marketing, and Green Attributes Transparency on Purchase Intention Through Corporate Brand Image as a Mediating Variable: A Case Study on Unilever Consumers

The purpose of this research is to analyze the direct influence of environmental awareness, green marketing, and green attributes transparency on brand image. It also aims to examine the impact of environmental awareness, green marketing, green attributes transparency, and brand image on purchase intention. Additionally, the study analyzes the influence of environmental awareness, green marketing, and green attributes transparency on purchase intention through brand image. The sample for this research consists of 100 respondents selected from Rinso customers in the Sukabumi region. Sample selection is done using non probability sampling, specifically Accidental sampling, and primary data is collected through questionnaires. The data analysis method involves Structural Equation Modeling (SEM), utilizing Partial Least Square (PLS) as the analytical tool and SmartPLS version 3.0 as the software for testing. The results indicate that the variable of environmental awareness does not have a direct and significant influence on brand image. However, both green marketing and green attributes transparency positively and significantly affect brand image. Green marketing and brand image directly influence consumer purchase intention positively and significantly. Nevertheless, environmental awareness and green attributes transparency, while showing a positive influence, do not reach statistical significance. Regarding indirect effects, brand image mediates the relationship between independent variables and purchase intention, except for the variable of environmental awareness.

Influence of Celebrity Endorsement and Product Quality on Buying Interest Trought the Brand Image as an Intervening Variables: Case Study at Kopi Kenangan, Yogyakarta

The main objective of the study is to examine how celebrity endorsement, product quality, and brand image affect consumer’s interest in making purchases. The Research employs a quantitative approach and collects data from 14 individuals who are customer of Kopi Kenangan in Yogyakarta. Sampling method used is non-probability, specifically purposive sampling. Data is gathered by distributing an online questionnaire to the respondents and analyzed using the IBM SPSS application study’s findings can be summarized as follows: Celebrity endorsement (X1) do not have a significant positive impact on consumer’s purchase interest (Y), product quality (X2) has a significant positive influence on consumer’s purchase interest (Y), celebrity endorsement (X1) significantly affect brand image (Z) positively. The brand image variable (Z) Significant influence purchase interest (Y) In a positive way. Furthermore, the research suggest that brand image can act as an intervening variable, mediating the impact of celebrity endorsement and product quality on consumers purchase interest for Kopi Kenangan in Yogyakarta city.

Distribution of Paper Food Packaging in Indonesia: B2b Considerations of Quality, Price, and Image in Purchase Decisions

The food and beverage industry is crucial to Indonesia's economy, contributing 39.10 percent of the GDP in 2023. To boost competitiveness, the Ministry of Industry is encouraging the adoption of digital technology and innovation. This study investigates the factors affecting decisionmaking in the distribution of paper food packaging within a B2B context in Indonesia, focusing on the impact of packaging quality, competitive pricing, and brand image on purchasing decisions by food companies. A descriptive quantitative research method was used, with data collected from 91 participants, selected through the Slovin formula. These participants are decision-makers within food packaging companies, with expertise in packaging quality, pricing, and brand image. Data were gathered via structured questionnaires and analyzed using partial least squares (PLS). Results indicate that product quality significantly affects brand image but does not directly influence purchase decisions. Price impacts both brand image and purchase decisions, while brand image itself does not significantly influence purchase decisions. However, the indirect effect of price on purchase decisions through brand image is significant. The study concludes that pricing perception plays a more crucial role in purchasing decisions than product quality in the paper food packaging industry. Maintaining a strong brand image is essential for building customer trust and loyalty. Limitations include the relatively small sample size and the specific focus on the Indonesian paper food packaging industry, which may affect the generalizability of the findings. Further research is needed to validate and expand upon these results.