Variable Brand Image Research Articles

Celebrity Endorser and Brand Image McDonald’s: Impact of Collaboration McDonald's with BTS in Indonesia

Celebrity Endorsement is one of the marketing strategies businesses often use to increase purchasing power. Famous artists are also paid handsomely to endorse business products. This research aims to determine the extent of BTS’s influence as a Celebrity Endorser of the fast-food McDonald’s BTS Meal Collaboration in Jakarta. Apart from that, researchers also examined the influence of Mc Donalds’ own brand image on fast food purchase intention. This quantitative research took a sample of 100 respondents who were McDonald’s customers. The research results show that the Celebrity Endorser and Brand Image variables do have a significant influence on the purchase intention of the fast-food brand.

Faktor yang Memengaruhi Purchase Intention melalui Brand Image pada Skincare Lokal di Kota Batam

Background – During the COVID-19 epidemic, increased consumer interest in skincare is generating commercial potential for local skincare products in Batam City. Attractive and trustworthy brand ambassadors play an important role in influencing consumers' purchase intentions for products by enhancing brand image and increasing awareness of product quality, which will ultimately motivate purchases. Aim – The purpose of this study is to analyze the relationship between various factors (attractiveness, expertise, trustworthiness of brand ambassadors, E-WOM, and social media marketing) on purchase intention of local skincare products in Batam City. Design / methodology / approach – The purposive sampling method was used to collect data from 386 individuals who have used local skincare products in Batam City. The questionnaire was distributed using Google Form in April 2023. Findings – The results of the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis show a positive and significant influence of attractiveness, expertise, trustworthiness, E-WOM, social media marketing variables on purchase intention through brand image. Conclusion - The brand image of skin care products will increase if you use a brand ambassador, where this brand ambassador has a strong influence in increasing the desire to buy skin care products. Research implication – These findings provide insight that social media marketing approaches are efficient, brand ambassadors are influential, and E-WOM is effective in improving brand image and purchase intention of local skincare customers. Limitations – The limitation of this study is that the brand image variable can only be explained by 46.5% by variables such as attractiveness, knowledge, trustworthiness, E-WOM, and social media marketing. Other variables not studied, such as respect and similarity, can explain the remaining 53.5%. Similarly, the purchase intention variable can only be explained by 39.6% by the factors considered, with the remaining 60.4% possibly influenced by other variables such as sales promotion and product quality.

PENGARUH CITRA MEREK, HARGA DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK PADA MAHASISWI DI KOTA JAMBI

This study aims to determine the effect of brand image, price and religiosity on the decision to buy lipstick on female students in Jambi City. The population in this study were female students in Jambi City, namely Sulthan Thaha Saifuddin Jambi State Islamic University, Muhammadiyah University and Stai Ma'arif. The number of samples in this study were 371 people using a stratified random sampling technique. The method used in this study is the quantitative method, and the data analysis method used is validity test, reliability test, multiple linear regression, t test, f test and test the coefficient of determination with SPSS 25 tools. Based on the partial test results (T test) the brand image variable (X1) indicates that the calculated t value is greater than t table, namely 5.104 > 1.966 with a significance level of 0.000 <0.05, thus it can be concluded that "brand image has a significant influence on purchasing decisions". The price variable (X2) shows that the calculated t value is greater than t table, namely 4.378 > 1.966 with a significance level of 0.000 <0.05, thus it can be concluded that "price has a significant influence on purchasing decisions. Religiosity variable (X3) shows that the calculated t value is greater than t table, namely 4.459 > 1.966 with a significance level of 0.000 <0.05, thus it can be concluded that "religiosity has a significant influence on purchasing decisions. From the research results of the simultaneous test results (Test F) brand image, price and religiosity variables have a positive and significant effect on purchasing decisions. In testing the classical assumptions of this study, the distribution is normal, there is no heteroscedasticity and multicollinearity.

PENGARUH BRAND IMAGE DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SEPATU MEREK CONVERSE (Studi Kasus Masyarakat Kelurahan Sawah Lebar Baru Kota Bengkulu)

This study aims to determine the effect of brand image and lifestyle on purchasing decisions for Converse brand shoes (Case Study of the Community of Sawah Lebar Baru Village, Bengkulu City). This research uses quantitative research methods. The population in this study was the Sawah Lebar Baru Village Community, Bengkulu City, with the sampling method using the Purposive Sampling method. In the implementation of the research, 110 respondents were obtained randomly. In this study using data collection methods by way of observation, interviews and distributing questionnaires or questionnaires. The data that has been collected is then processed using an instrument test, analysis of respondents' responses, classic assumption test, multiple linear regression analysis, coefficient of determination (R2) and hypothesis testing using SPSS 20
 Based on the results of multiple linear regression, Y = 4.313 + 0.889 (X_1) + 0.404 (X_2). The coefficient of determination R2 contributes 0.626 or 62.6% to purchasing decisions while the remaining 0.374 or 37.4% is influenced by other variables not included in this research model. The test results have been carried out, it can be seen that the brand image variable is thit> ttable (9.936 > 1.659) and (sig α = 0.000 <0.050), lifestyle variable (X2) is thit > ttable (4.152 > 1.659) and (sig α = 0.000 <0.050), obtained Fcount of 88.691 with a Ftable value of 3.08 namely (88.691 > 3.08) and (sig α = 0.000 <0.050). From the results of data processing, it can be concluded that brand image and lifestyle partially or simultaneously have a positive and significant effect on purchasing decisions.
 Keywords: brand image, lifestyle, purchase decisio

THE INFLUENCE OF LOCATION, SERVICE QUALITY, PRICE, BRAND IMAGE AND PRODUCT QUALITY ON CUSTOMER LOYALTY MEDIATED WITH INTEREST IN REPURCHASING SAUDIA HIJAB PRODUCTS

This research aims to determine the influence of location, service quality, price, brand image and product quality on customer loyalty mediated by repurchase interest in Saudi hijab products in the Kembangbahu village market (structural equation modeling (SEM) method - partial least squares (PLS). The sampling technique in this research used a simple random sampling technique. The method used for analysis is SEM with the Smart PLS version 3.0 tool. The tests used are Outer Model Test, Inner Model Test, Mediation Test and Hypothesis Test. Based on the results of the Validity test, it shows that the Loading Factor value is more than 0.7 and the AVE value is more than 0.5, which is declared valid. In the Reliability test, the Composite Reliability and Cronbach's Alpha values above 0.7 are said to be Reliable. On the variables of location, service quality, price, Brand image and product quality have a positive and significant effect on repurchase intention. In the location variable, service quality, price, brand image and product quality have a positive and significant effect on customer loyalty, and the repeat purchase interest variable also has a positive and significant effect on customer loyalty. It can be concluded that the results of this research show that location, service quality, price, brand image and product quality, if mediated by repurchase interest, will increase customer loyalty in the Kembangbahu village market.

Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian produk Cok Ko Tengok (CKT) Pada Masyarakat Kota Pematang Siantar

The purpose of this study determines variables of brand image, product quality and price have a partial and simultaneous influence on the purchase decision of Cok Ko Tengok products in the people of Pematang Siantar city.This study used a quantitative approach and the sampling used a non-probability sampling method with 96 sample, analyzed using regression analysis and the analysis tool, SPSS. Based on the test results on data that has been collected through questionnaires distributed. The results of the first hypothesis were obtained that the brand image variable had a significant and simultaneous effect on purchasing decisions, product quality was not significant on purchasing decisions but had a simultaneous effect, price had a significant and simultaneous effect.

Pengaruh Citra Merek dan Kepercayaan Merek Terhadap Loyalitas Merek Telkomsel (Studi Pada Mahasiswa Manajemen Universitas Trunojoyo Madura)

This study aims to determine the effect of brand image and brand trust on brand loyalty. The independent variables in this study are brand image and brand trust. While the dependent variable in this study is brand loyalty. This research uses quantitative methods. The sampling technique in this study used non-probability sampling techniques with purposive sampling method with a total of 100 respondents from management students of Trunojoyo University Madura who used Telkomsel data packages. The data analysis method uses multiple linear regression analysis which is processed using SPSS version 29.The results of this study indicate that: 1) Brand image variables partially affect Telkomsel brand loyalty. 2) Brand trust variables partially affect Telkomsel brand loyalty. 3) Brand image variables and brand trust simultaneously affect Telkomsel brand loyalty.

The Effect of Organizational Trust, Brand Image, and Religiosity on Donation Decision Making with Information Quality as an Intervening Variable at the Integrated Village Service Foundation

This research aims to measure the extent to which organizational trust, brand image, and religiosity influence donation decisions at the Integrated Village Service Foundation (PESAT), with information quality as an intervening variable. This study utilizes a quantitative approach and falls under the explanatory research type. The research sample consists of 115 PESAT donors selected using quota sampling. Data obtained are analyzed using Partial Least Squares (PLS) analysis techniques through SmartPLS software and SPSS 23. The research results indicate that organizational trust and information quality significantly influence donation decisions, while brand image and religiosity do not have a significant impact on donation decisions. Other findings show that the brand image and religiosity variables significantly affect information quality, while organizational trust does not have a significant impact on information quality. Regarding indirect influence, it is found that brand image significantly influences donation decisions through information quality, and religiosity significantly influences donation decisions through information quality, whereas organizational trust does not significantly influence donation decisions through information quality. Simultaneously, organizational trust, brand image, and religiosity collectively influence donation decisions.

Service Quality and Customer Satisfaction Have an Impact on Increasing Hotel Room Occupancy Ratio: Literature Review Study

The aim of this study is to provide qualitative evidence related to the variables of this study from sources derived from national and international indexed journals or scientific articles found through Google Scholar. Researchers then make recommendations from their own perspectives. The research method used in this qualitative study uses a mini-review approach to achieve the research objectives. A mini-evaluation of the variables is done by reading and analyzing dozens of peer-reviewed journal articles. Research results, although still minimal and far from perfect, meet expectations and at least contribute to science and knowledge, especially in the areas of marketing management, service quality variables, customer satisfaction, and revenue improvement. I found out that there is. Just as customer satisfaction variables affect hotel room occupancy, service quality also affects hotel room occupancy. Increasing the above variables should always be done within the study population, especially for guests staying directly at the hotel. It should also be done in future research. There are gaps in other variables that could be used for future research, such as price, advertising, location, loyalty and brand image variables.

Pengaruh Citra Merek dan Kualitas Layanan Terhadap Minat Kunjung Pembeli CV.88 Auto Motor Surabaya

This study aims to determine the influence of brand image and service quality, on the interest in visiting CV.88 Auto Motor Surabaya. The sample in this study was 100 respondents taken using accidental sampling technique with the slovin formula. The data analysis technique uses multiple linear regression. The results showed that brand image and service quality partially affect the interest of CV.88 Auto Motor Surabaya buyers as evidenced by the results of the t test, namely the significance value of the brand image variable (X1) 0.012 < 0.05,. In the service quality variable (X2) the significance value is 0.000 < 0.05,. This shows that all independent variables of brand image, and service quality have a partial effect on buyer visitor interest. The test results simultaneously show that brand image, and service quality simultaneously affect the interest of CV.88 Auto Motor Surabaya buyers as evidenced by the F test results which show a significance value of 0.000 < 0.05. While the test results in the coefficient of determination (R2) show that brand image, and service quality have a major influence on buyer visit interest by 64.8% while the remaining 35% (100% - 64.8%) are influenced by other variables outside the study

Pengaruh Brand Awarness Dan Brand Image Terhadap Minat Beli Ulang Produk Mie Instan Indomie Pada Konsumen Warmindo di Kota Kediri

This research aims to explain the influence of brand awareness and brand image on repurchase interest at Warmindo, Kediri City. The data analysis technique used by researchers in this research uses statistical tests through validity tests, reliability tests, classical assumption tests, multiple linear regression tests, t tests, F tests with SPSS version 16.0 tools. The methods used in this research are questionnaires, interviews and observation. The sampling technique in this research used a saturated sample technique, with a total of 100 respondents. Based on the research results obtained by researchers from the multiple linear regression equation Y = -1,786 + 0.613X1 + 0.795X2. The results of the analysis carried out, the research results show that the brand awareness variable has a significant effect on repurchase interest with evidence that Sig t 0.000 < 0.05, the brand image variable has a significant effect on repurchase interest with evidence that Sig t 0.000 > 0.05, the variable discipline has a significant effect on repurchase interest with evidence of Sig t 0.000 < 0.05, and the results of brand awareness and brand image simultaneously have a significant effect on repurchase interest with evidence of Sig t 0.000 < 0.05. The results of the analysis value R2 = 0.949 or 94.9%.

THE INFLUENCE OF PRODUCT QUALITY PERCEPTIONS, BRAND IMAGE AND PRICE PERCEPTIONS ON PURCHASE INTEREST IN THE APPLE BRAND

Apple is one of the large multinational companies in the technology field. Apple itself has innovated very well for the world of technology, especially satisfying consumer demand for its own products. This research aims to analyze and find out whether perceived product quality, brand image, and perceived price influence purchasing interest in the Apple brand. Data was collected by distributing questionnaires online with the help of Google Form services to 110 respondents. The analytical method used in this research is quantitative primary data with the testing tool used is SPSS. The test stages carried out were instrument testing (validity test and reliability test), classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, F test, t test, and coefficient of determination (KD) test. The sampling technique used was Purposive Sampling. The research results show that the variables of product quality perception, brand image, and price perception have a positive influence on purchase interest in the Apple brand.

Pengaruh Digital Marketing, Brand Image, dan Price Terhadap Keputusan Masyarakat dalam Memilih Produk Umroh pada PT. Mahabbah Islamic Tour dan Travel

Umrah is a series of worship that can be performed at any time. This research aims to find out how much influence digital marketing, brand image and price have on pilgrims' decisions to perform Umrah. The analysis technique used is the multiple linear regression analysis technique. The results of the research analysis carried out with an alpha of 5% show that the results of simultaneous multiple linear regression analysis between digital marketing, brand image, and price variables influence the decision to perform Umrah and together influence the congregation's decision to perform Umrah. Likewise, partially the digital marketing variables, brand image, and price each influence the congregation's decision to give zakat online. The magnitude of the influence contained in the coefficient of determination is 0.812, meaning that 81.2% of the congregation's decision variable chooses the Umrah product (Y) which can be explained by the variables digital marketing (X1), brand image X2), and price (X3). Meanwhile, the remaining 18.8% can be explained by other variables not used in this research.

BRAND LOYALTY AND HALAL AWARENESS FOR HALAL BEVERAGE PRODUCT AMONG GEN Z

Abstract- Nowadays, many mineral waters have sprung up with various brands, including Le Minerale. However, some consumers do not know the importance of sorting and choosing mineral water products regarding brand image and halal awareness in increasing brand loyalty through trust in a brand. So, this study aims to determine the influence of brand image and halal awareness on Le Minerale product brand loyalty with brand trust as a mediation variable. The Grand Theory in this study is the Theory of Planned Behavior (TPB). This study used quantitative methods with data collection techniques carried out through the distribution of questionnaires with Likert scale measurements. The sample used was 90 Generation Z Muslim consumers (aged 13-28 years) who had consumed Le Minerale products. Sampling technique using KMO. This study uses multiple analysis tests supported by validity and reliability tests statistical tests, namely the T-test, F-test, R2 test, classical assumption test, and Sobel test. The study results showed that the variables of brand image, halal awareness, and brand trust positively and significantly affected brand loyalty. Then, brand image and halal awareness positively and significantly affected brand trust. Furthermore, the Sobel test brand trust test can mediate brand image and halal awareness of brand loyalty.
 Keywords: Brand Image; Brand Loyalty; Brand Trust; Halal Awareness; Mineral Water

PENGARUH SERTIFIKASI HALAL, MOSLEM BRAND AMBASSADOR SERTA BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK DENGAN TINGKAT RELIGIUSITAS KONSUMEN SEBAGAI VARIABEL MODERATING

The purpose of this research is to determine the influence of Halal Certification, Muslim Brand Ambassador, Brand Image on Product Purchasing Decisions with the Level of Religiosity as a Moderating Variable. The data used in this research is primary data. This data was obtained from distributing questionnaires by researchers to respondents. The samples taken were 100 respondents. The data collection technique is random sampling. The data obtained was then processed using SPSS20 tools. This research uses a quantitative type of research using multiple linear regression analysis and Moderate Regression Analysis (MRA). The results of this research indicate that the halal certification variable does not have a positive and significant effect on purchasing decisions. The Muslim brand ambassador variable has no positive and insignificant effect on purchasing decisions. Then the brand image variable has a positive and significant effect on purchasing decisions. Furthermore, the level of religiosity variable is unable to moderate the influence of halal certification on purchasing decisions. The level of religiosity is unable to moderate the influence of Muslim brand ambassadors on purchasing decisions. And finally, the level of religiosity can moderate the influence of brand image on purchasing decisions.Keywords: Halal Certification; Muslim Brand Ambassador; Brand Image; Buying decision; Level of Religiosity

뷰티 SNS 마케팅과 브랜드 이미지 및 중국 여성 소비자의 브랜드 태도 간의 관계

This study sought to identify the causal relationship between variables through empirical analysis between Chinese female consumers' beauty SNS marketing, brand image, and brand attitude. Through the results of this study, it was confirmed that a causal relationship exists between each variable. In particular, it was confirmed that interactivity, a sub-factor of beauty SNS marketing, is a key factor influencing the variables of brand image and brand attitude. In addition, accessibility, a sub-factor of beauty SNS marketing, is also an important factor affecting brand image and brand attitude. It was confirmed that vitality and informativeness are important factors influencing brand image and brand attitude in that order.

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MS GLOW DI PACITAN

This study aims to determine whether there is an influence of brand image and product quality on purchasing decisions of MS Glow in Pacitan. This study will look at the effect of brand image and product quality partially and simultaneously on purchasing decisions. The data collection technique used was a questionnaire, interviews and observations conducted from September 2022 to January 2023. The sampling technique used was purposive sampling, data analysis using descriptive analysis, multiple linear regression analysis, coefficient of determination, F test, and t test. By testing the hypothesis, it is known that brand image and product quality simultaneously have a positive and significant effect on consumer purchasing decisions of MS Glow in Pacitan. Partially the product quality variable has a positive and significant influence on purchasing decisions, while the brand image variable has no effect on purchasing decisions.

The Influence of Organizational Trust, Brand Image, and Religiosity on Donation Management with Information Quality as an Intervening Variable in Integrated Village Service Foundations

This research aims to measure the extent to which organizational trust, brand image, and religiosity influence donation decisions at the Integrated Village Service Foundation (PESAT), with information quality as an intervening variable. This study utilizes a quantitative approach and falls under the explanatory research type. The research sample consists of 115 PESAT donors selected using quota sampling. Data obtained are analyzed using Partial Least Squares (PLS) analysis techniques through SmartPLS software and SPSS 23. The research results indicate that organizational trust and information quality significantly influence donation decisions, while brand image and religiosity do not have a significant impact on donation decisions. Other findings show that the brand image and religiosity variables significantly affect information quality, while organizational trust does not have a significant impact on information quality. Regarding indirect influence, it is found that brand image significantly influences donation decisions through information quality, and religiosity significantly influences donation decisions through information quality, whereas organizational trust does not significantly influence donation decisions through information quality. Simultaneously, organizational trust, brand image, and religiosity collectively influence donation decisions.

PENGARUH HARGA, PENANGANAN KOMPLAIN, DAN BRAND IMAGE TERHADAP KEPUTUSAN PENGGUNAAN JASA PENGIRIMAN PAKET PADA PT POS INDONESIA (PERSERO) KANTOR CABANG TEBING TINGGI

This study was conducted with the aim of analyzing the impact of certain variables, namely price, complaint handling, and brand image, on decisions to use package delivery services within PT Pos Indonesia (Persero) Tebing Tinggi Branch Office. This research adopts a quantitative approach with associative research methods to understand the relationship between these variables. Sampling was carried out using purposive sampling technique, where 90 respondents were selected as samples representing the research population. Through data analysis, the results showed that price, complaint handling, and brand image have a significant influence both partially and simultaneously on the decision to use package delivery services at PT Pos Indonesia (Persero) Tebing Tinggi Branch Office. Thus, these findings illustrate that the variables of price, complaint handling, and brand image together have an important role in shaping decisions to use package delivery services. The results of this study can help PT Pos Indonesia (Persero) Tebing Tinggi Branch Office in improving marketing strategies, especially in setting prices, improving complaint handling, and strengthening brand image. This aims to increase user choice of the company's package delivery services.

The Influence of Brand Image, Product Quality and Sales Promotion on Shopping Interest in Online Marketplaces

The Republic of Indonesia is currently undergoing a transformative phase known as the Fourth Industrial Revolution. The fourth industrial revolution, sometimes referred to as Industry 4.0, entails the integration of automation technology and data interchange within the realm of manufacturing technology. The swift advancement of the industrial revolution serves as a catalyst for commercial entities to enhance their operational efficiency. During the contemporary era of industrial revolution, commercial entities have undertaken numerous endeavours to ensure that the products they promote adhere to consumer standards. In order to investigate the extent to which brand image, product quality, and sales promotion impact sales in the online marketplace, the researcher conducted a study named "The Influence of Brand Image, Product Quality, and Sales Promotion on Shopping Interest in the Online Marketplace." The present study employed quantitative research methods, specifically utilising a correlational research design. The findings indicated that the variables of brand image, product quality, and sales promotion exert an impact on the level of student interest in engaging in online marketplace transactions. This study examines the relationship between the variable X1, representing brand image, and data adequacy. The findings indicate that X1 has the biggest influence on data adequacy, with a coefficient of 0.848. Furthermore, the indicators X1.1 and X1.2, which pertain to firm image and customer image respectively, exhibit the strongest influence on the dependent variable Y.