Variable Brand Image Research Articles

Pengaruh Promosi dan Citra Merek Terhadap Keputusan Pembelian pada Bengkel Mobil Garasi-In

The purpose of the study was to determine the extent to which the promotion and brand image of the car repair shop influence purchasing decisions. The study used a quantitative method by distributing questionnaires to 97 respondents via Google Form. Data includes instrument analysis to assess validity and reliability, classical assumption tests such as normality tests, heteroscedasticity tests, and multicollinearity tests, hypothesis tests such as t-tests and F-tests, multiple linear regression analysis, and calculating the coefficient of determination. This provides results that promotion and brand image have a significant influence on purchasing decisions. Producing a contribution value of promotion variables and brand image variables to purchasing decisions of 68.8% to purchasing decisions..

Analysis Brand Image, Product Quality, And Brand Ambassador On Customer Purchase Decision For Scarlett Whitening Product In Sidoarjo

The tight business competition between companies today means that all companies want to be the best to attract the attention of consumers. Scarlett Whitening is a company that reached a sales record of 1 billion in 4 hours when collaborating with Exo. EXO is used as a strategy to attract consumers to buy this product. However, Scarlett Whitening consumers do not only look at the type of product or quality, consumers also look at the advantages in terms of the brands that are most popular. This research aims to examine the influence of Brand Image, Product Quality, and Brand Ambassador on Consumer Purchasing Decisions in Sidoarjo. This type of research is quantitative using descriptive statistical data analysis methods and testing methods including: Validity Test, Reliability Test, Classical Assumption Test, and Hypothesis Test. Data collection took the form of distributing questionnaires which produced valid data for 100 samples. The results show that the brand image variable has an insignificant positive influence. Meanwhile, the product quality and brand ambassador variables have a positive and significant effect.

Impact of Digital Marketing, Influencer, Live Features, and Reviews Shopee Purchase With Brand Image

The advancement of information and communication technology in the digital era has revolutionized various aspects of human life, including in the realm of business and marketing. Marketing activities that once relied on direct interaction between sellers and buyers have now shifted towards digital marketing that utilizes online platforms. Indonesia, as the largest economy in Southeast Asia, has made an e-commerce as the main driver of socioeconomic growth. Supported by a population of over 270 million people and ever-increasing internet penetration, the development of e-commerce in Indonesia has experienced rapid progress in recent years. This study aims to analyze the impact of digital marketing, influencer marketing, live features, and Online Customer Reviews on online purchase decisions on the Shopee platform with brand Image as an intervening variable. This research used a quantitative method with a data collection technique through an online questionnaire to 210 Shopee users in Indonesia. The measurement of construct validity and reliability was carried out using the measurement model (outer model). Then, the structural model (inner model) was used to test the model's strength, predictive ability, model significance, and the direct and indirect influence of independent variables on the dependent variable. The test tool employed SmartPLS 3.0. The results of this study indicate that the variables of Digital Marketing, Live Features, and Brand Image have a significant influence on Purchase Decisions on Shopee e-commerce. Furthermore, the variables of influencer marketing, live features, and Online Customer Review have a significant influence on Brand Image on Shopee e-commerce. Meanwhile, for the indirect influence, the variable live features have a significant influence on purchase decisions on Shopee e-commerce through Brand Image as an intervening variable.

"Increasing Patient Loyalty: The Role Of Service Reliability, Brand Image, And Price With Integrity As The Key At The Executive Polyclinic Of Afiat PMI Bogor Hospital"

Business Aspects In the current era of globalization, hospital management is inevitable, this is also faced by PMI Bogor Hospital which is a class B private hospital located in the middle of Bogor City. Assessing the results of Google reviews until January 2024, PMI Hospital Bogor received a Rating rating of 3.7 out of 5.0, which means that the level of trust and patient satisfaction with PMI Bogor Hospital's services is still low. data on repeat visits of old patients at the Afiat polyclinic which reflects a cumulative decrease in patient loyalty, which is around 1-2% in 2023 compared to the previous year. The reliability of the service, brand image and price as well as integrity are suspected to be the causes. The research method used is quantitative descriptive with a cross sectional approach. The number of samples in this study was taken using a convenient sampling technique with a sample of 170 respondents. The data collection tool used used a questionnaire with a linkert scale. It was found that the increase in patient loyalty was indirectly positively influenced by brand image through service integrity as an intervention (indirect > direct estimation value; 0.284 > 0.171), and directly positively influenced by price (estimated value 0.663; P value 0.000) and Service Reliability (estimated value 0.170; P value 0.048) without going through integrity as an intervention. The conclusion of this study is that there is a significant positive influence between brand image variables that are influenced by integrity, but not on price and service reliability which directly have a positive effect on increasing patient loyalty without going through integrity variables

Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Laptop merek Asus di Tenggarong

This study entitled The Effect of Brand Image and Product Quality on Purchasing Decisions for Asus brand laptops aims to determine the effect of brand image on purchasing decisions, the effect of product quality on purchasing decisions and the effect of brand image and product quality on purchasing decisions for Asus brand laptops. This study uses two independent variables, namely brand image and product quality and one dependent variable, namely purchasing decisions. The data in this study were collected through distributing questionnaires to 100 Tenggarong people who used Asus brand laptops as research samples. The sampling technique used was purposive sampling. Based on data analysis, the results showed that the indicators in this study were valid and reliable. In the classical assumption test, the data is normally distributed, there is no heteroscedasticity and multicollinearity. In the hypothesis test in the t test it is known that the brand image variable has a significant effect on purchasing decisions, the product quality variable also has a significant effect on purchasing decisions. In the F test it is known that brand image and product quality have a joint effect on purchasing decisions. In the R2 test, it is known that the magnitude of the influence of brand image and product quality on purchasing decisions is 87.8%. While the remaining 12.2% is influenced by other factors outside the brand image and product quality variables.

The Influence of Content Marketing, Content Quality, and Brand Image on the Purchase Intention of Skintific Products Through the Official TikTok

This study aims to find out how the Influence of Content Marketing, Content Quality, and Brand Image on Puchase Intention in Skintific skincare products through TikTok video content. This research method uses quantitative methods. The population in this study is consumers of Skintific products. The sample criteria in this study are Gen Z and Millennials who use the TikTok application in Malang. The sampling technique used purposive sampling techniques and obtained 110 samples. The data analysis technique uses multiple linear regression analysis. The results of this study show that content marketing variables have a partial positive and significant effect on purchase intention. Content quality variables have a partially positive and significant influence on purchase intention. Brand image variables have a partially positive and significant effect on purchase intention. Then the simultaneous relationship between the variables of content marketing, content quality, and brand image has a positive and significant effect on purchase intention. This research can be used by companies in organizing sales promotions so that they are in great demand by broad consumers.

Pengaruh Brand Image, Variasi Produk, dan Price Fairness terhadap Kepuasan Pelanggan Pada Kopi Kenangan di Kota Kediri

This research aims to determine the influence of brand image variables, product variety and price fairness on purchasing decisions at Kopi Kenangan. This type of research is quantitative research which is used to test the relationship of a variable to other variables which emphasizes the analysis on numbers processed using statistical methods. This research data was obtained through questionnaires, interviews and literature studies. The analysis techniques used are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, T Test, F Test and Coefficient of Determination Test. The results of the brand image t test (X1) have a partially significant effect on purchasing decisions. Product innovation (X2) has a partially significant effect on purchasing decisions. Price Fairness (X3) has a partially significant effect on Purchasing Decisions. Promotion (X4) has a partially significant effect on Purchasing Decisions. The results of the F test can be concluded that brand image, product innovation and price fairness simultaneously and significantly influence purchasing decisions at Kopi Kenangan.

Pengaruh Iklan dan Citra Merek Terhadap Keputusan Pembelian Produk Madu Wild Bee

This research aims to analyze advertising and brand image on purchasing decisions for wild bee honey products. This type of research is research with a quantitative approach. The population in this research is all Wild Bee Honey customers. Determining the sample in the study used probability sampling using the Slovin formula so that the number of samples in this study was 97 employees. The data analysis method in this research uses SPSS analysis tools through validity, reliability, classical assumption tests, namely normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, t test, F test and correlation and determination coefficients. The results of this research show that (1) Advertising variables influence purchasing decisions, this is proven by the significance value of 0.000 < 0.05. 2. The Brand Image variable has a significant effect on purchasing decisions, this is proven by the significance value of 0.000 < 0.05. 3. Simultaneous test results show that the advertising and brand image variables influence the decision to purchase wild bee honey. This can be proven by the Fcount result of 113.280 or a significance value of 0.000 < 0.05.

Pengaruh Brand Image, Electronic Word Of Mouth dan Harga terhadap Purchase Intention pada Produk Mixue di Kecamatan Sidoarjo

Mixue is a franchise business originating from Tiongkok that offers several ice cream variants. This research aims to determine the influence of brand image, electronic word of mouth and price on purchase intention for mixue products in Sidoarjo District. This research uses a quantitative approach. The method used was accidental sampling with a sample size of 100 respondents of mixue consumers in Sidoarjo District. The data analysis technique used was multiple linier regression analysis using the imb spss 25 program. Based on the research results, it was found that the brand image variable has a positive but not significant effect on purchase intention, electronic word of mouth has a positive and significant effect on purchase intention and price has a positive and significant effect on purchase intention.

The Mediating Role of Perceived Value on Purchase Decisions In Ecommerce

This research aims to find out whether brand image and digital marketing variables influence purchasing decisions on the Lazada application with perceived value as a mediating variable. This research took samples from consumers in Indonesia. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was carried out via messages with questionnaires sent via WhatsApp. The number of respondents processed was 112 respondents and the data was analyzed using SPSS. The results of the t test research show that the brand image variable has a significant effect on purchasing decisions with a significance value of 0.013 <0.05; The digital marketing variable has no influence and is not significant on purchasing decisions with a significance value of 0.072 > 0.05; The perceived value variable has a significant effect on purchasing decisions with a significance value of 0.000 <0.05; The brand image variable has a significant effect on perceived value with a significance value of 0.002 <0.05; The digital marketing variable has a significant effect on perceived value with a significance value of 0.002 < 0.05. Based on the results of the F test, the variables brand image, digital marketing, and perceived value have a simultaneous influence on the purchasing decision variable, because the significance value is 0.000 < 0.05; The brand image and digital marketing variables have a simultaneous effect on perceived value, because the significance value is 0.000 <0.05.

The Impact of Brand Image on Purchasing Decisions on 3 Second Brand Products

This study aims to determine whether product design and content marketing variables affect purchasing decisions on products from 3Second brands with brand image as an intervening variable. This study took samples from consumers who were in the Special Region of Yogyakarta. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was done through a messenger with questionnaires sent via Whatsapp. The number of respondents processed was 105 respondents and the data was analyzed using SPSS. The results showed that the variables of product design, content marketing and brand image had a positive and significant effect on purchasing decisions. The results also showed that product design and content marketing variables had a positive and significant effect on brand image. Product design variables mediated by brand image have a positive and significant influence on purchasing decisions. Content marketing variables mediated by brand image have a positive and significant influence on purchasing decisions.

Dampak Kualitas Produk, Citra Merek dan Harga Terhadap Keputusan Pembelian Honda Brio di Surabaya

The aim of this research is to determine the influence of product quality, brand image and price on the decision to purchase a Honda Brio car in Surabaya. This research was conducted using a quantitative approach. The data for this research is a sample of 96 respondents whose sampling used Roa Purba. The data collection method is a questionnaire. The data analysis used in this research is multiple linear regression analysis with SPSS 26 software. Data that meets the validity test, reliability test and classical assumption test is processed to produce the regression equation: Y = 4.573 + 0.219 X1+ 0.597X2 + 0.638X3 + e. The results of the analysis carried out can be seen through the results of the t test. It can be seen that the variables product quality, brand image and price partially have a significant influence on the decision to purchase a Honda Brio car in Surabaya with each having a calculated t value (2.077), t calculated (5,967). and t count (4.511) which is greater than t table (1.66088). The results of the F test in this research show that the calculated F value (46.662) is greater than the F table (3.09), which means that the variables of product quality, brand image and price simultaneously have a significant influence on the decision to purchase a Honda Brio car in Surabaya.

The Effect of Brand Image, Price and Product Quality on Purchasing Decisions for Iphone Products

This study is designed to examine the impact of Brand Image, Price, and Product Quality on Purchasing Decisions for iPhone products, especially in competition with other brands. The increasingly competitive condition of the cellphone market, especially with the emergence of iPhone products as a basic necessity in an ever-growing era, also affects the company's strategy for maintaining its position in the market. In addition, this study also aims to identify the most dominant factor influencing the purchase decision of iPhone products between Brand Image, Price, or Product Quality. The survey method was chosen to collect information from 96 respondents of potential iPhone product users at Universitas Pelita Bangsa, specifically from the class of 2020 students at the Faculty of Economics, Business Management Study Program. In this research, the approach applied is quantitative, using questionnaires and literature studies as data collection techniques. Data analysis was carried out through several methods, including validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. Based on the t-test results, a calculated t-value of 2.861 with a significance level of 0.005 was obtained, indicating acceptance of the initial hypothesis. This confirms the significant and positive effect of brand image on purchasing decisions. The t-test results on the price variable produced a t-value of 8.009 with a significance level of 0.00, which indicates that the second hypothesis is accepted. This shows that price partially has a positive and significant influence on purchasing decisions. Meanwhile, the product quality variable obtained from the t-test results shows a calculated t-value of 2.022 with a significance of 0.046, stating the acceptance of the third hypothesis and indicating a positive and significant effect of product quality on purchasing decisions. Based on these findings, it can be concluded that 81.5% of purchasing decisions are influenced by a combination of brand image, price, and product quality variables, while the other 18.5% are influenced by other variables not examined in this study.

Pengaruh Citra Merek , Harga dan Kualitas Produk Terhadap Minat Beli Produk Sunscreen

The development of products, especially the front part, is one part that can support the appearance and become a mandatory requirement for every woman. Consumer products, especially those who want to travel to campus, are more selective in choosing the latest products, especially The Originote sunscreen for consumers. This study was conducted to determine simultaneously and partially the independent variables, namely Brand Image, Price, and Product Quality, the dependent variable Purchase Interest. The method used in this study uses a quantitative method, where in this study using Purposive Sampling calculations with the Hair formula. The entire population in this study was 100 respondents. Based on the results of the study in the partial test (T) that the variable of brand image affects purchase interest. for the price variable affects purchase interest. the product quality variable affects purchase interest. Furthermore, in the simultaneous test of brand image, price and product quality affect purchase interest. This explains that there is a contribution of brand image, price, product quality to purchase interest.

The Role Brand Image and Location on Buying Interest Instagram Social Media at Coffee Shop in Tangerang City

This study aims to find out determine the number of influence of the variable brand image, location, on buying interest through instagram social media at Coffee Shops in Tangerang City. The method of this study is quantitative, with respondents all consumers Coffee Shop Tangerang City Case Study in Kala Coffee & Eatery and Kedai Seruput, which numbered 100 persons. The technique analysis used is simple and multiple linear regression analysis, with hypothesis testing methods, namely t-test and F-test. The results of hypothesis testing state that partially or simultaneously Brand Image, Location, and Buying Interest variables positive and significant effect on the Instagram Social Media variable, with the number of influence of each partial effect being 24% and 19%. However, the magnitude of the simultaneous influence on the independent variable on Purchase Interest is 46.6%, while the remaining 53.4% ​​is influenced by other factors not examined in this study. The influence of Brand Image and Location using the role of Social Media effectively affects consumer buying interest will increase.

Pengaruh Online Customer Review dan Brand Image Terhadap Keputusan Pembelian Produk Somethinc di Kota Bekasi

This study was conducted to determine the effect of online customer reviews and brand image on consumer purchasing decisions of Somethinc products. This study is a quantitative research using a non-probability sampling method with an accidental sampling/incidental sampling technique. In this study, primary data in the form of questionnaires through Google Forms was used. The number of samples used in this study was 96 respondents who were people domiciled in Bekasi City. The analysis technique used in this study uses multiple linear regression analysis with the help of SPSS 26 software. Based on the results of the data processing carried out, the results of this study showed that the Online Customer Review variable has a positive and significant effect on Purchasing Decisions, the Brand Image variable has a positive and significant effect on Purchasing Decisions. The Online Customer Review and Brand Image variables simultaneously have a significant influence on the Purchasing Decision variable.

PENGARUH BRAND IMAGE DAN PROMOTION TERHADAP KEPUTUSAN MAHASISWA BARU MEMILIH UNIVERSITAS DEHASEN SEBAGAI TEMPAT KULIAH (STUDI PADA MAHASISWA BARU ANGKATAN 2023)

This study aims to determine the influence of Brand Image and Promotion variables on the decision to choose. This research uses a quantitative method. The population in this study is all students of Dehasen University of the 2023 intake with a total population of 2056, and 334 respondents were selected as samples. The sampling technique used was purposive sampling. Data collection was carried out using questionnaires. The results of this study indicate that: (1) There is a positive influence of the Brand Image variable on the Decision to Choose. Based on the results of partial tests, a t-value of 5.983 and a regression coefficient of 0.575 with significance of 0.000 were obtained. (2) There is a positive influence of the Promotion variable on the Decision to Choose. Based on the results of partial tests, a t-value of 2.260 and a regression coefficient of 0.210 with significance of 0.024 were obtained. (3) Brand Image and Promotion have a positive influence on the Decision to Choose. This is evidenced by the test result of an F-value of 29.069 compared to the F-table value of 3.870 and a significance value (0.000 <0.050). Keywords : Brand Image, Promotion, Decision to Choose

Pengaruh Harga, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian pada Chatime Kota Semarang

Nowadays, there is a lot of competition in the food and beverage industry that has developed in Indonesia. Judging from the increasing demand and interest in beverage products among the general public. Businesses in the beverage industry are of great interest to business people. Chatime is one of the pioneers of bubble tea drinks in Indonesia which originates from Taiwan. The purpose of this research is to determine the influence of price, brand image and product quality on Chatime Semarang City. This research uses descriptive analysis and quantitative analysis. The data used is primary data with a questionnaire collection method. Data analysis using multiple linear regression analysis. The sample used was 100 respondents. The research results found that there was a positive and significant influence on the price variable on purchasing decisions, and likewise on the product quality variable. Meanwhile, the brand image variable does not have a significant effect.

Pengaruh Pemasaran Digital, Kualitas Layanan Elektronik dan Citra Merek Terhadap Keputusan Konsumen Menggunakan Aplikasi OVO

The behavior of digital wallet users in Indonesia depends on individual preferences, user habits, and other factors. Consumers' decisions in using digital finance applications are influenced by various factors, including digital marketing, the quality of electronic services and the brand image of the digital finance applications they use. This research aims to determine the influence of digital marketing, electronic service quality and brand image on consumer decisions to use the OVO application in the Jabodetabek area. The method used in this research is a quantitative method that is associative. Data was collected using a questionnaire distributed via Google Form to 155 respondents who used the OVO application. The sampling technique uses purposive sampling. Data processing in this research used the IBM Statistical Package for the Social Sciences (SPSS) ver.25. Based on the results of hypothesis testing, it shows that: (1) digital marketing variables have a positive and significant effect on consumer decisions to use the OVO application (2) electronic service quality variables have a positive and significant effect on consumer decisions to use the OVO application (3) brand image variables have a positive and significant effect on consumer decisions to use the OVO application and (4) digital marketing variables, electronic service quality and brand image together have a significant influence on consumer decisions to use the OVO application.

Determinasi Brand Image, Kualitas Layanan dan Digital Banking Terhadap Loyalitas Nasabah Dimediasi Kepuasan Nasabah BSI KCP Malang Soetta

The purpose of this research is to determine the influence of Brand Image, Service Quality, and Digital Banking variables on Customer Loyalty through Customer Satisfaction at BSI KCP Malang Soetta. This research uses a quantitative approach. The technique used is non-probability sampling which was taken using a purposive sampling technique. The population in this research is Bank Syariah Indonesia customers. The number of samples in this research was 200 customers. Hypothesis testing in this research uses the Smart PLS 3 test tool. The data used is the result of a questionnaire that has been distributed to BSI KCP Malang Soetta customers. The results of this research show that the brand image variable does not affect customer loyalty. The service quality variable influences customer loyalty. The digital banking variable affects customer loyalty. The customer satisfaction variable influences the customer loyalty variable. The customer satisfaction variable is not able to mediate brand image with customer loyalty. The customer satisfaction variable can mediate the service quality variable with the customer loyalty variable. The customer satisfaction variable can mediate the digital banking variable with the customer loyalty variable.