Product Brand Research Articles

A study on the relationship among DIIBC, brand value, and the organizational performance of a China’s domestic down coat leadership brand

In the current digital era, digital communication has a profound impact on the construction of product brands and affects the organizational performance of enterprises; thus, digital communication has become a power that cannot be ignored to improve the organizational performance of enterprises. This study demonstrated three hypotheses based on previous research and used a questionnaire survey to collect first-hand data from distributors of a China’s leading domestic down coat brand (named BRAND A in this study), and then studied and analyzed the relationships among digital integrated and interactive brand communication (DIIBC), brand value, and organizational performance through SEM analysis methods. The results showed that DIIBC had an indirect negative significant positive effect on organizational performance through brand value, while it had a highly significant direct positive effect on the organizational performance of this brand in China’s domestic down coat industry, and DIIBC’s final function on organizational performance was highly significant positive.

The Influence of Brand Image, Product Quality and Price on Purchasing Decisions at Starbucks Coffee Multatuli Medan

This research aims to examine the influence of brand image, product quality and price on purchasing decisions at Starbucks Coffee Multatuli Medan. In this research, the researcher distributed 75 questionnaires to consumers of Starbucks Coffee Multatuli Medan using accidental sampling, which is a method for testing coaecudental sampling, whoever the researcher meets by chance can be used as data used for sampling, if he is suitable as a data source and as long as 3 months. The researcher decided on 75 respondents. The analytical model used in this research is a multiple regression model. The results of the t test analysis show that there is a positive and significant influence between brand image, product quality and price on purchasing decisions at Starbucks Coffee Multatuli Medan.

Mindfully fashioned: Sustaining style through product value retention

In the ever-evolving landscape of fashion industry, the pursuit of sustainability and mindful consumption has emerged as an imperative. This study presents an innovative and integrated framework that amalgamates the Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) approach. This comprehensive framework explores the dynamic interplay between Sustainable Mindfulness (SM), Product Value Retention (PVR), Brand Loyalty (BL) and Circular Practices (CP) in the fashion domain. The study underscores Theory of Planned Behavior (TPB) as the theoretical foundation, shedding light on how attitudes, subjective norms, and perceived behavioral control shape SM and, subsequently, PVR. This study explores into the multidimensional aspects of sustainable fashion, enabling a holistic understanding of the nuanced relationships between PVR strategies, and sustainable consumption attitudes. The study sets the stage for a more harmonious coexistence between style and sustainability, charting a course for the fashion industry that values mindfulness, longevity, and environmental responsibility. The findings offer actionable insights for fashion managers, emphasizing strategic approaches to enhance sustainability, consumer awareness, and circular initiatives in the industry. This study not only advances theoretical discourse but also offers actionable insights for fashion brands and policymakers aiming to foster SM among diverse consumer segments. It sets the stage for a more harmonious coexistence between style and sustainability, charting a course for the fashion industry that values mindfulness, longevity, and environmental responsibility.

BUILDING BRAND AWARENESS THROUGH PRODUCT QUALITY AND SOCIAL MEDIA MARKETING FOR FOOD SERVICE BUSINESS DEVELOPMENT

Objective: This study investigates the role of product quality and social media marketing on brand awareness in the food service industry, mainly focusing on pastry and beverage establishments in Bandung, Indonesia. Theoretical Framework: Brand awareness is crucial for consumer decision-making, with product quality playing a significant role in brand recognition. The study explores the role of social media platforms, especially in promoting product branding within the competitive food service sector. Method: A survey was conducted among 150 consumers of a food service outlet in urban Bandung, Indonesia, specialising in pastries and beverages. Quantitative methods were employed, and data was analysed using multiple regression analysis. Results and Discussion: Both product quality and social media marketing significantly impact brand awareness. However, social media communication only partially affects brand awareness, suggesting additional factors influence consumer perceptions. Research Implications: Recommendations are provided for researchers and practitioners in the hospitality industry, emphasising the importance of leveraging social media for digital marketing and integrating product quality to enhance brand awareness. Originality/Value: This study underscores the evolving role of digital technology, particularly social media, in shaping brand awareness in the food service sector. It highlights the necessity of combining product quality and digital marketing strategies to promote brand recognition and achieve business development objectives effectively.

The Influence of Product Quality, Price, Brand Image and Excellent Service on Consumer Satisfaction

The purpose of this study is to examine the relationship between product quality, price, brand image, and service excellence on consumer satisfaction with AQUA products. Using partial least squares (PLS) as the data analysis technique, we analyzed responses from a sample of 240 respondents. The results indicate that product quality, price, and service excellence do not significantly influence consumer satisfaction with AQUA products. In contrast, brand image positively influences customer satisfaction. Based on these findings, we recommend improving product quality and adjusting pricing strategies. Although customer service is not a primary factor in consumer satisfaction, companies should ensure a consistent and positive experience at every touchpoint to maintain a strong brand image.

Pengaruh Kualitas Produk, Kualitas Layanan Dan Citra Merek Terhadap Kepuasan Konsumen Pada CV.Arsana Sentosa

This research aims to analyze the influence of product quality, service quality and brand image on consumer satisfaction at CV. Arsana Sentosa, manufacturer of ASTA brand fire extinguishers in Karawang. Using descriptive quantitative methods and multiple linear regression analysis, this research found that of the three independent variables tested, only brand image had a significant influence on consumer satisfaction. Product quality and service quality, although having a positive relationship, do not show a statistically significant effect. These results indicate that a strong brand image plays a more important role in increasing consumer satisfaction than product and service quality. Therefore, CV. Arsana Sentosa is advised to focus on strategies to improve its brand image through effective marketing campaigns, product innovation and improving service quality. With this approach, companies can increase consumer satisfaction and maintain a competitive position in the market.

Meta-inventory management decisions: A theoretical model

The manufacturing industry leverages the traceability and visibility of Industrial 4.0 to integrate digital and physical twins for solving the intricacy of a production system. Physical entities can be converted into digital twins with smart IoT (Internet of Things) devices and computational techniques. Research efforts have generally focused on the development of digital twin models for basic practical applications. Advanced applications of digital twins have not been widely reported. An innovative use of digital twins for inventory management has only been analysed theoretically and reported as meta-inventory management for the first time by Wang and Huang (2023). This paper extends the novel concept of meta-inventory by using a theoretical Newsvendor model for original equipment manufacturing (OEM) and own brand manufacturing (OBM) factories. The impacts of meta-inventory on both supply chain members, including the factory and its downstream retailer, are investigated through two kinds of response models (e.g., hybrid and separate response models). Analytical and numerical results show that a factory achieves better performance by using a separate model since it clarifies the responsibility of digital twins. The hybrid response model holds a higher proportion of digital inventory, but its final profits are less than that in the separate model due to fewer orders and higher prices and costs of uncertainty. OBM can better leverage the advantage of digital twins than OEM. Also, both supply chain members benefit from the implementation of meta-inventory out of profit increase, price reduction, and risk hedging. This research provides guidance for manufacturing sites to implement digital twins and reduce their concerns on investing in meta-inventory.

The Influence of User-Generated Content on E-Commerce Sales: A Meta-Analysis

User-generated content (UGC) has become a common element of e-commerce platforms, with customers increasingly depending on reviews, ratings, and other kinds of UGC to make purchase choices. While the effect of user-generated content (UGC) on e-commerce sales is generally acknowledged, its quantity and consistency are still debated. This meta-analysis combines data from previous research studies to give a full knowledge of the link between user-generated content and e-commerce sales. Using a variety of empirical research and theoretical frameworks, we investigate the implications of UGC qualities, platform features, and contextual variables on e-commerce revenue success. Our findings provide useful insights into the elements that influence the effect of user-generated content on sales, such as product category, brand reputation, and customer characteristics. Furthermore, we highlight gaps in the current literature and offer future study directions to help us better understand the complicated interaction between user-generated content and e-commerce purchases.

Exploring Consumer Procurement Patterns: A Comparative Analysis Between H&m And Zara

Embark on a quest to unravel the enigmatic tapestry woven by the whims of Indian youth, where the threads of fashion brands H&M and Zara intertwine. This odyssey delves into the depths of the ever-evolving Indian fashion realm, seeking to illuminate the alignment between the young and these sartorial titans, unveiling the intricate patterns that guide their sartorial pursuits. The journey unfolds through a harmonious fusion of qualitative and quantitative methodologies, a symphony of surveys, interviews, and observational data analysis. Qualitative melodies unveil the intrinsic motivations that orchestrate consumer choices, while quantitative cadences lend statistical validation and broader insights into the rhythms of buying patterns. The fruits of this expedition hold profound implications for H&M, Zara, and all those who navigate the Indian fashion market's currents. By comprehending the nuanced preferences and behaviors of the youth demographic, brands can tailor their product assortments, marketing strategies, and brand positioning efforts with the deft hand of a master artisan. The recommendations born from this odyssey shall serve as beacons, guiding strategic decisions towards heightened brand awareness, expanded market reach, and elevated customer satisfaction. This voyage into the unknown contributes a novel symphony to the annals of consumer behavior within the Indian fashion industry. By focusing on the unique context of youth consumer preferences and behaviors towards H&M and Zara, the study weaves an original tapestry of market trends and consumer dynamics. Furthermore, it illuminates paths for improvement, such as amplifying awareness of collections and catering to diverse income groups, thus enriching the strategic planning and decision-making processes for brands and marketers alike.

A Comparative Study of Caffeine Levels in Coffee and Cocoa in Kenyan Supermarkets and Shops

Background: Caffeine is an alkaloid belonging to the methylxanthine family. An overdose of caffeine causes the following side effects: restlessness, nervousness, excitement, insomnia, flushed face, diuresis, gastrointestinal disturbances, muscle twitching, rambling flow of thought and speech, and tachycardia or cardiac arrhythmia. This study aimed to determine the caffeine levels of various brands of coffee and cocoa and enlighten people on the safe and healthy consumption of the two products. Methods: Different brands of coffee and cocoa products were randomly sampled and purchased from supermarkets and shops in Nairobi, Kenya. Five samples of coffee and four brands of cocoa were purchased from a supermarket and taken to the laboratory for analysis. Caffeine was extracted, and quantitative analysis was done using High Performance Liquid Chromatography (HPLC). Results: The study found that coffee has a higher concentration of caffeine than cocoa. Coffee Brand A recorded the lowest level of caffeine with 30.9845 µ g/g, while Coffee Brand C recorded the highest level of caffeine with 426.9639 µ g/g. Among the Cocoa brands, Cocoa Brand B recorded the lowest level of caffeine (2.6367 µg/g), while Cocoa Brand C recorded the highest level of caffeine at 19.03 µ g/g. Conclusion: Therefore, there is a need to reduce coffee consumption per day because caffeine overdose can cause high blood pressure and other illnesses. Cocoa is recommended for consumption since it contains less caffeine per serving. Keywords: Caffeine, coffee, cocoa, Kenya

Nghiên cứu hành vi tiêu dùng sản phẩm Dielac Alpha Gold của Vinamilk tại Thành phố Hồ Chí Minh

The study aims to analyze factors that influenced Vinamilk’s Dielac Alpha Gold consumer behavior in Ho Chi Minh City. The study was conducted on 240 subjects, parents with children under the age of six. The survey was conducted in 24 districts of Ho Chi Minh City. The results showed that there are eight factors that influence consumer behavior for Dielac Alpha Gold products in Ho Chi Minh City market, including: Product quality, excellent nutritional characteristics, ease of purchase, form of promotion, product packaging, social influence, product brand, and price. The factors that influence consumer behavior vary not so much with the standardized weighting ranging from 0,207 to 0,269; of which, the most powerful factor that influences consumers’ consumption behaviour is the form of auction. From there, the author proposes some management implications with the expectation of helping Vinamilk better meet the needs of customers in the future.

Analysis of Contemporary College Students’ Preference for Online Promotion Activities — Youth Choice Under the Online Shopping Trend

With e-commerce’s surge, online shopping is vital for college students. Market expansion fuels diverse promotions, shaping purchasing decisions. This paper explores student preferences to inform effective marketing. Research focuses on attitudes towards online promotions. 800 questionnaires analyzed preferences, impact on shopping, and non-participation reasons. Data mining compared online vs. traditional promotions. Pearson correlation linked promotions to shopping intent. K-means clustering segmented students for targeted marketing. Advanced models delved into promotion-behavior dynamics. Logistic regression predicted purchasing reactions. Findings: students prefer discounts, but value shopping experience and after-sales service. Enterprises should enhance promotions, improve product quality, service, and brand image. Innovative, targeted strategies address diverse consumer groups. Social media and campus feedback aid market positioning. Enterprises must personalize and diversify college market approaches, leveraging advanced data analysis. Future studies can explore regional, professional differences, using big data to uncover trends, offering insights for e-commerce growth.

Pengaruh Promosi, Citra Merek, Brand Ambassador, dan Kualitas Produk Terhadap Keputusan Pembelian Somethinc

This purpose of this study is understand how consumer characteristics and analyze the effect of promotion, brand image, brand ambassador, and product quality on purchasing decisions on Somethinc products. The method used in this study is quantitative method. The number of samples in this study were 114 respondents who were determined by purposive sampling technique with the criteria of active university students in Purwokerto City who had purchased Somethinc products. The data analyzed is primary data collected using a questionnaire and processed by multiple regression analysis methods using the SPSS program version 26. Instrument testing states that all indicators are valid and all variables are declared reliable. The t-test results show that the promotion and brand image variables partially have a positive and significant effect on purchasing decisions, while the brand ambassador and product quality variables do not affect purchasing decisions. The F test results show that the regression model in this study is suitable for hypothesis testing. The coefficient of determination (Adj. R2) test results show the ability of the independent variables to explain the dependent variable by 59.1%.

Pengaruh Kualitas Produk, Brand Image dan Desain Produk Terhadap Keputusan Pembelian Iphone

This research aims to determine the influence of product quality, brand image and product design on iPhone purchasing decisions (case study of customers of the Fdstore store in Tebing Tinggi City). The research method used is the Quantitative Method using SPSS version 25.00. The technique for determining the sample size used sampling. The total number was 56 respondents, namely consumers who bought iPhones at the Fdstore, Tebing Tinggi City. The sampling technique for this research uses Accidental Sampling. The analytical method used in this research is Multiple Linear Regression Analysis and Hypothesis Testing. The results of this research are 1) Product Quality influences Purchasing Decisions, 2) Brand Image influences Purchasing Decisions, 3) Product Design influences Purchasing Decisions, 4) Product Quality, Brand Image and Product Design simultaneously influence Purchasing Decisions.

Business Development Strategy for Bunga Melati Women’s Farming Groups in Bunutin Village, Bangli District, Bangli Regency.

This research aims to find out the right strategy for business development of the Bunga Melati Women's Farming Group (WFG) in Bangli Regency. The data collection method uses observation, interviews, documentation and Focus Group Discussion (FGD). The respondents in this research were all members of the Jasmine Flower Farming Women's Group, totaling 28 people. The data analysis used in this research is internal and external environmental analysis. The research results show that Bunga Melati WFG has a total IFAS score of 2.87, and an IFAS score of 2.87. The alternative strategy produced by Bunga Melati WFG is 1. Utilizing product diversity and superior quality to expand the scope of product promotion and branding. 2. Study new technological developments to improve efficiency and product quality. 3. Improving the quality of human resources through training and education programs to understand business administration management and also online marketing supported by new technology. 4. Strategy for using digital technology to increase product promotion and branding. 5. Improve product quality to face tight competition and high consumer bargaining power. 6. Product quality-based differentiation strategy by controlling product costs to increase consumer purchasing power. 7. Strategy for understanding customer needs in order to improve product quality. 8. Strategy for developing human resources and increasing competitiveness amidst intense competition and high consumer bargaining positions.

The Influence of Brand Image, Product Quality, and Customer Service on Purchase Decision at Current Jaya Store in Madiun City

The purpose of this study is to ascertain whether Lancar Jaya Stores customers in Madiun City made a purchase of PVC ceiling based on brand image, product quality, and service quality. This study employs a quantitative approach to research. in studies employing multiple linear regression methods. Utilizing the Purposive Sampling method for sampling. There were 96 respondents in the sample. It is demonstrated by statistical tests that product quality has a positive and significant impact on decisions about what to buy, service quality has a positive and significant impact on decisions about what to buy, and the image of the brand”has a partial effect on purchasing decisions .. Purchasing decisions are influenced simultaneously.

MZ세대의 편의점 PB상품 선택속성이 만족도와 재구매의도에 미치는 영향

This study investigates the effect of selection attributes of convenience store PB products on Generation MZ's satisfaction and repurchase intention. For this research objective, a survey was conducted using the convenience sampling method among MZ generation customers with experience purchasing convenience store PB products nationwide. For a limited period of 15 days, the frequency analysis of the Google online survey method was used to find out the demographic characteristics of the survey population, and the validity and reliability of the measurement tool were verified by principal component analysis using the SPSS statistical program. Finally, simple regression and multiple regression analyses were conducted to test the hypotheses, and the hypothesis testing results of this study are as follows. First, among the selection attributes of convenience store PB products, brand, packaging, quality, and price positively affect satisfaction. Second, satisfaction has a positive effect on repurchase intention. Third, selection attributes such as brand, packaging, quality, and price of convenience store PB products positively influence repurchase intention. Regarding academic and practical implications, the selection attributes were applied to the MZ generation who purchase PB products. It is recommended that PB products be continuously launched as trends change according to new consumer preferences. The results show that if MZ continues to research and develop ideas for convenience store PB products that consumers are interested in, it will be able to sell products that are differentiated from competitors' convenience stores.

Pengaruh Product Quality, Price, Brand Image, dan Repurchase Intention terhadap Customer Satisfaction Sebagai Variabel Intervening (Studi Kasus pada Produk Yongki Komaladi di Kota Solo)

This research aims to determine the influence of product quality, price, brand image, and repurchase intention on customer satisfaction with Yongki Komaladi products in Solo City. This research used a sample of 200 respondents via online and offline questionnaires. This research design used Structural Equation Modeling (SEM) and was processed using IBM SPSS 20 and AMOS version 22 software. The objects of this research were students at all universities in the city of Solo. The research results show that the brand image and customer satisfaction variables have a significant effect on repurchase intention, and the product quality and price variables do not have a significant effect on repurchase intention.

ANALYZING CONSUMER BEHAVIOR AND MARKETING STRATEGIES FOR GREEN SKINCARE BRANDS IN INDONESIA

This study examines the impact of brand image and product risk attributes on consumer evaluations of skincare products. The analysis results indicate that the attribute that is the longest and closest to the x-axis is the brand image attribute, thus brand image is referred to as the x-axis. Meanwhile, the attribute that is the longest and closest to the y-axis is the product risk attribute, thus product risk is referred to as the y-axis. Among the six skincare products analyzed, The Body Shop deserves to be said as the market leader because it excels in two main dimensions and is located in the first quadrant (Positive X and Positive Y).

PEMBUATAN SISTEM INFORMASI BRANDING DAN MARKETING KAWASAN USAHA MIKRO KECIL MENENGAH YANG BERSINERGI DENGAN KEGIATAN WISATA, PENDIDIKAN KELUARGA (DEWI PELAGA) DI CEMOROKANDANG MALANG

The geographical area of Cemorokandang village in Malang has a set of potential Small and Medium Enterprises (SMEs) that have been running for a long time but require technological support in branding and marketing. Currently, most SME groups in Cemorokandang village use the traditional method by entrusting the goods produced to shops around the area. The SMEs are in Dewi Pelaga (Desa Wisata Pendidikan Keluarga). Other potentials owned by Cemorokandang village that need to be managed are the potential for sports, tourism, and education potential. This potential needs to be promoted so that many people know it better. Therefore, it is necessary to have a branding and marketing information system that contains pages describing the potential of SMEs and other support such as sports, education, and tourism tracking places. The website that has been created has been tested, and results were obtained on the point that "The community services activities carried out really provide solutions to the problems faced by partners." Some 75% of partners gave a strongly agreed response, while the other 25% gave an agreeing response. From these results, it can be said that this information system is effective in branding and marketing products owned by SMEs in the Dewi Pelaga area.