Product Brand Research Articles

Pengaruh Product Ingredients, Brand Ambassador dan Social Media Marketing terhadap Keputusan Pembelian Produk Viva Cosmetics di Kota Bandung

Cosmetic products have recently become very close to the community and have even become a major need for most women. The magnitude of this cosmetic need causes competition between cosmetic manufacturers. The purpose of this study was to determine the effect of Product Ingredients, Brand Ambassadors, and Social Media Marketing on Purchasing Decisions for Viva Cosmetics Products in Bandung City. The type of research used is descriptive and verification with an approach using quantitative methods, with data distribution techniques using a questionnaire. The results of respondents' answers to the questionnaires distributed, then the research instrument analysis, clasi assumption test, and multiple linear regression will be carried out. Statistical analysis tools in this study used Statistical Package for the Social Science (SPSS) software. The number of samples in this study were 385 people, by determining the sample using simple random sampling. Based on the results of the t test in this study, it shows that partially Product Ingredients, Brand Ambassadors, and Social Media Marketing have a positive and significant influence on Purchasing Decisions. Simultaneously Product Ingredients, Brand Ambassadors, and Social Media Marketing have a positive and significant influence on Purchasing Decisions. The results showed that Product Ingredients, Brand Ambassadors, and Social Media Marketing had an influence of 39.1% on Purchasing Decisions while the remaining 60.9% was influenced by other variables not examined in this study.

Digital Literacy of LAZIS Syuhada Yogyakarta in Building Public Awareness through Philanthropy Product Branding

This research describes the literacy of LAZIS Syuhada Yogyakarta in branding activities for the economic empowerment of the poor through the utilization of Information and Communication Technology online. One of the literacy efforts made by LAZIS Syuhada is branding the economic empowerment products of the poor to promote Islamic philanthropy and attract donors to donate. Branding the product is expected to build public awareness and knowledge (literacy) about LAZIS Syuhada's philanthropic activities, especially through social media. Social media is used by LAZIS Syuhada to increase public literacy of the branded products through information and promotions that are disseminated, so as to attract donations. This study contributes to understanding LAZIS Syuhada's literacy strategy in branding economic empowerment products as a form of philanthropic promotion so that people know and get involved in it. This study uses library research and descriptive analytics. The results of the study are expected to contribute to understanding LAZIS Syuhada's literacy strategy in its philanthropic product branding activities.

Product personalization and brand retailer performance: The critical role of brand retailer‐upstream supplier control

AbstractBrand retailers are increasingly offering product personalization to accommodate the requests of individual customers. While prior research has examined product personalization from a customer's or a manufacturer's perspective, this study focuses on product personalization from a brand retailer's perspective. Under product personalization, brand retailers that outsource production to upstream suppliers face two significant challenges: product returns from downstream customers, and personalization costs charged by upstream suppliers. Employing an analysis of transaction data from an online women's wedding dress firm, this study finds that as product requests increase (i.e., more product features must be modified), personalization costs increase, but the likelihood of product returns decreases. Additionally, as time requests increase (i.e., delivery is more urgent), the likelihood of product returns increases. Furthermore, relationship‐specific process control exacerbates (i) the effect of product requests on personalization costs, and (ii) the effect of time requests on the likelihood of product returns. Finally, relationship‐specific outcome control and transaction‐specific control alleviate the impact of time requests on the likelihood of product returns while exacerbating the effect of product requests on personalization costs. The findings suggest that retailers can realize greater benefits from product personalization by selecting control mechanisms tailored to personalization requests.

Exploring customer satisfaction in online food delivery services: The role of product involvement, brand familiarity, and consumer attitudes

Exploring customer satisfaction in online food delivery services: The role of product involvement, brand familiarity, and consumer attitudes

Implementation of Social Media Efforts to Increase Sales at PT. Fertilizer Sriwidjaja Palembang

This research delves into the assessment of social media implementation at PT Fertilizer Sriwidjaja Palembang, with a specific focus on the TikTok, Instagram, and YouTube platforms. The study aims to discern the influence of these platforms on brand awareness, product sales, and consumer behavior. Utilizing interviews, observations, and qualitative data analysis, the findings reveal that TikTok plays a substantial role in elevating both brand awareness and sales. Meanwhile, Instagram emerges as an effective platform for comprehensive product introduction, and YouTube introduces an innovative dimension through the creation of compelling content. This study sheds light on the multifaceted impact of social media platforms on various aspects of business at PT Fertilizer Sriwidjaja Palembang.

Communication Strategy to Improve the Competitiveness of MSMEs in Tourism Villages in Bogor Regency

Micro, small, and medium enterprises (MSMEs) of a country’s economic growth. MSME’s play a crucial role in employment generation, poverty alleviation, and equitable development. Typically operating on a limited scale, MSMEs require focused efforts in promoting their products. This study aims to strategize using business communication for MSME actors in Bogor Regency. The research method here uses a descriptive method that describes specific details of a circumstance, social situation, or social relationship. The research location covers the Bogor Regency area. Tourism villages were selected purposively, which were considered representative to study the use of business communication for MSME actors; MSMEs are required to be able to communicate both offline and online. Good communication can create strong product branding for MSMEs. Therefore, adopting effective marketing communication becomes a key strategy for MSMEs to acquaint external stakeholders with their products. This ensures a shared understanding and alignment of intentions toward the products and brands on offer. MSMEs can choose from various marketing communication strategies, tailoring them to the specific characteristics of their products and resources. In the initial phase, every MSME must assess market demands comprehensively, producing goods that resonate with the targeted market segment. Additionally, MSMEs can leverage their communication channels and participate in MSME hubs relevant to their business type. Given the increasing number of MSMEs inevitably, MSME players must be more creative and innovative in marketing their products. Keywords: communication, marketing, product, strategy, MSME

The Role of Transformational Leadership, Team Effectiveness and Well-Being in Predicting Employee Innovation Behavior in the Culinary Sector

This study aims to explore the relationship of transformational leadership roles, team effectiveness, and well-being with employee innovation behavior in the context of the culinary sector marked as city branding product. This study uses quantitative methods by collecting data through the distribution of questionnaires to employees of culinary sector businesses where the culinary includes city branding products. The results of the data analysis showed that transformational leadership and team effectiveness had a positive relationship with employee innovation behavior, while employee well-being has no relationship with employee innovation behavior. These findings provide important insights for managers and leaders in the culinary sector in understanding the factors influencing employee innovative behaviour in the organizations producing products marked as an icon of the city.

The Effect of Product Quality, Brand Image, and Customer Satisfaction On Customer Loyalty (As Study On Ultra Milk Consumers In Jakarta)

In today's increasingly competitive business environment, building and maintaining customer loyalty has become a key determining factor in an organization's success and profitability. Customer loyalty generates recurring revenue through repeat purchases and serves as a brand advocate, driving organic growth by attracting new customers. However, cultivating customer loyalty requires a strategic and holistic approach, which includes product quality, brand image, and customer satisfaction. This research empirically explores the impact of product quality characteristics, brand image, and customer satisfaction on Ultra Milk customer loyalty in the Jakarta area. This study uses a quantitative approach to determine the causal relationship between these factors. The data was collected by distributing questionnaires to 100 active Ultra Milk consumers in Jakarta. SPSS 29 software is used for data analysis, specifically multiple linear regression. The findings of this study aim to contribute to a theoretical understanding of the factors that affect consumer loyalty in the dairy industry. Practically, the findings of this study are expected to be the foundation for Ultra Milk companies to develop more effective marketing strategies to increase and maintain customer loyalty. The recommendations given will focus mainly on statistically significant variables in influencing customer loyalty.

Impact of agricultural product brands and agricultural industry agglomeration on agricultural carbon emissions

Agricultural carbon emissions pose a significant challenge in combating climate change and achieving sustainable development objectives. These emissions predominantly stem from the decisions made by stakeholders, and the potential economic and social benefits associated with agricultural product brands determine their capacity to influence stakeholder behavior. This study utilizes panel data from 30 provinces in China spanning from 2008 to 2021 to examine the impact of agricultural product brands on agricultural carbon emission intensity and its underlying mechanisms. The findings indicate that: (1) Agricultural product brands contribute to lowering agricultural carbon emission intensity within a region, while also exerting a negative spillover effect on neighboring areas. (2) Agricultural product brands foster a decline in agricultural carbon emission intensity by bolstering the agricultural industry agglomeration. (3) Agricultural scale operation exhibits a threshold effect between agricultural product brands and agricultural carbon emission intensity, with the mitigation effect becoming increasingly pronounced as the threshold range expands. The research findings can offer valuable insights into leveraging the advantages of agricultural product brands to facilitate the reduction of agricultural carbon emissions.

Citra Merek dan Kualitas Produk terhadap Minat Beli Ulang pada Teh Pucuk Harum di Kota Bandung

The purpose of this study is to examine the effect of brand image and product quality on repurchase intention of Pucuk Harum tea in the city of Bandung. This research instrument has gone through the stages of validity and reliability testing, classical assumption testing, and multiple regression testing. This study will involve samples and consumer populations with an age range of 17 to 56 years. The focus of the research area is the city of Bandung, where Pucuk Harum tea products are products that are already well-known in the city of Bandung and are the objects of this study. The number of samples in this study was set at a minimum of 120 people. This type of research uses a quantitative approach. The analysis tool used to test the data instrument uses SPSS software version 25. The results of the study indicate that brand image and product quality have a positive and significant effect on repurchase intention simultaneously, this study is expected to be useful for managers of objects that are assessed regarding the design of relevant strategies or programs. Keywords: Brand Image, Product Quality, Repurchase Intention

The effect of moral preferences on purchase intention toward unethical fashion companies’ products: the moderating role of collectivism and individualism

Purpose This study aims to fill the gap between academia and reality by empirically confirming the effect of moral preferences on consumer responses (purchase intention) to fashion companies’ unethical activities. This study also explores the moderating effect of collectivism and individualism on the paths from moral preferences to purchase intention. Design/methodology/approach Respondents read a stimulus passage describing unethical activities of imaginary fashion brand A and the economic benefits of purchasing/using the brand's products. Then, they were asked to answer questions about homo moralis, homo economicus, individualism, collectivism and purchase intention. Findings Homo moralis significantly and negatively influenced respondents’ purchase intention. Homo economicus significantly and positively affected purchase intention. Collectivism further increased the negative influence of homo moralis on purchase intention. In contrast, individualism increased the positive effect of homo economicus on purchase intention. Research limitations/implications The scope of future research should include various products and explore variables that help consumers perceive that the ethical issues of the industry are deeply related to themselves. Studies should also examine the intention not to purchase products from unethical companies as an outcome variable. The economic aspect that responds to incentives affects purchase intention more strongly than the moral aspect of consumers, which helps explain the behavior of consumers who think of themselves as ethical but purchase products from unethical companies. Originality/value This study can help fashion companies establish strategies such as corporate social responsibility that will lead to a positive effect on consumers’ purchase intention.

Nutritional value of edible Russula griseocarnosa in Vietnam

This study examines the nutritional value of edible Russula griseocarnosa in Vietnam. Russula griseocarnosa is a popular edible wild mushroom in northern Vietnam, where it is consumed locally or exported to China. Future market development and increased trade in Russula griseocarnosa require information on the composition and quality of mushrooms being harvested from the wild. As the nutritional value of this mushroom has not been documented, mushrooms were collected from secondary forests in Bac Giang and Cao Bang provinces, and primary forests in Quang Ninh province for determining the proximate and mineral contents. We dried the mushrooms and sequentially measured the proximate content using standard protocols. For mineral content, the mushroom powder was acid digested and analysed by atomic absorption spectrometry. The study found that Russula griseocarnosa in Vietnam contained 18-29% protein, 57-68% carbohydrate, 8.7-13.7% crude fiber, 0.8-2.1% crude fat, and 0.9-1.1% ash, and has high mineral content (mg/kg dry weight) of K (19,836-24,966), P (2,631-3,335), Ca (573-1,530), Mg (350-636), Fe (143-836), Zn (60-93), and Cu (31-42). The data in this study can be used in establishing official product brands of Russula griseocarnosa, which could improve the livelihood of local people who are dependent on non-wood forest products. Further studies should explore the market chain and mushroom product opportunities, the livelihood of rural households, and the sustainability of harvesting wild mushrooms.

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.

FAKTOR-FAKTOR YANG MEMPENGARUHI PILIHAN KONSUMEN TERHADAP KOPI TOMORO DIBANDINGKAN MEREK LAIN (STUDI PENELITIAN GROUNDED THEORY)

The research aims to capture the voices of Indonesian coffee consumers and develop a nuanced understanding of their preference for Tomoro Coffee. This will contribute valuable knowledge to the existing body of research on consumer behavior in the Indonesian coffee market and provide actionable insights for Tomoro Coffee's future marketing strategies. The approach utilized in this research employs a qualitative method based on grounded theory principles, enabling researchers to develop constructs and theories directly from data collected firsthand, rather than relying on pre-existing theories. Furthermore, the classification of categories into broader themes was carried out to identify the relationships among the compiled categories. Based on the study results, three major themes emerged from interviews with three business actors: Product Characteristics, Brand Image and Marketing, and Price and Value Perception. It can be concluded from the study results that the factors influencing consumer choice of Tomoro Coffee over other brands include the price and the value of the service and products obtained from Tomoro Coffee. Brand image and marketing also influence consumer choice because attractive marketing and promotions draw consumers to purchase Tomoro Coffee. Meanwhile, the variety of the menu, although not dominant, still serves as a reference for consumers to purchase Tomoro Coffee, particularly due to the delicious coffee flavors and affordable prices for consumers. In summary, the research highlights that the key factors driving consumer preference for Tomoro Coffee are competitive pricing, perceived value, effective marketing, and the quality of the product offerings. These insights can help Tomoro Coffee refine its marketing strategies and product development to better meet the needs and preferences of Indonesian coffee consumers. Keywords: Indonesian Coffee Market; Tomoro Coffee; Marketing Strategies; Qualitative Research; Grounded Theory.

THE INFLUENCE OF BRAND IMAGE AND PRICE TOWARDS CAR PURCHASING DECISIONS AT LIEK MOTOR INDRAPURA SURABAYA

Determining a brand of product that consumers will choose is one of the influences towards consumer purchasing decisions in choosing that product. This research aims to determine the influence of brand image and price on the decision to purchase a Toyota car at PT. Liek Motor Indrapura Surabaya. The type of research used is quantitative research carried out by filling out questionnaires by consumers. The research results show that partially brand image and price have a positive effect on consumer purchasing decisions for Toyota cars at PT. Liek Motor Indrapura Surabaya. The better the brand image, the higher the consumer's purchasing decisions and vice versa. This means that the higher the car unit price, the lower the consumer purchasing decision and vice versa.

Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Baju Thrifthing Dimediasi Kepercayaan dan Sikap Konsumen dalam Perspektif Bisnis Islam

The development of trade has provided very free space for movement in every transaction so that goods and services are easily owned and consumed by consumers, one of which is thrifting clothing which is one of the most basic needs for humans which is very important to use to cover and protect the body in every his activities. The aim of this research is to analyze the influence of brand image on consumer trust, the influence of product quality on consumer trust, the mediating role of consumer trust on the relationship between brand image and product quality, the mediating role of consumer attitudes on the relationship between brand image and product quality, the influence of brand image on buying interest, and the influence of product quality on purchasing interest. The influence of brand image and product quality on interest in buying thrift clothes in the growing fashion industry. This research also examines the mediating role of consumer beliefs and attitudes in the Islamic business perspective. By using regression and mediation analysis methods, the results of this research can provide valuable insight for business people, especially in understanding the preferences and behavior of Muslim consumers who are increasingly consuming fashion products. The research results conclude that the relationship between brand image has a positive and significant effect on consumer trust. , The relationship between product quality has a positive and significant effect on consumer trust, The mediating role of consumer trust strengthens the relationship between brand image and product quality, The mediating role of consumer attitude strengthens the relationship between brand image and product quality, The relationship between brand image has a positive and significant effect on purchase intention, and The relationship between product quality has a positive and significant effect on purchasing interest.

The Effect of Brand Image, Packaging, Advertising and Product Quality on Purchasing Decisions

The Effect of Brand Image, Packaging, Advertising and Product Quality on Purchasing Decisions

Analysis of The Determination of Rail-Based Urban Transportation Routes In The City of Manado (Case Study: Zero Point Manado - Sam Ratulangi International Airport)

The purpose of this study is to determine and analyze the influence of brand image, price, and product quality on purchasing decisions by mediating customer satisfaction on drinks at Batam City coffee shops with a number of respondents as many as 210 people. This research is basic research and is quantitative. Data collection techniques go through literature studies and field studies using questionnaires. Data analysis techniques are launched by managing data statistically using the help of smart PLS applications. Through the processing of data that has been done, it is found that brand image does not have a significant effect on purchasing decisions. Price has a significant influence on purchasing decisions. Service quality has a significant influence on purchasing decisions. Customer satisfaction does not have a significant effect on purchasing decisions. Brand image has a significant effect on customer satisfaction. Price has a significant effect on customer satisfaction. Service quality does not have a significant effect on customer satisfaction. Brand image cannot influence purchasing decisions mediated by customer satisfaction. Price cannot influence purchasing decisions mediated by customer satisfaction. Service quality cannot influence purchasing decisions mediated by customer satisfaction.

Reimagining secondhand consumption: Can reseller identity (de)Motivate sustainable consumption?

Peer-to-peer sharing of unutilized assets, such as clothing, could greatly reduce new production and its subsequent environmental harm. However, this mode of the sharing economy may be difficult for consumers to adopt. A relatively novel form of organizing in the sharing economy embraces apparel firms as secondhand resellers of their own products, facilitating collaborative consumption. Across four studies, this research provides novel insights into whether and why a reseller's identity and their stated goals may (de)motivate consumers from engaging in secondhand consumption. Study 1 (N = 314) demonstrates that when a manufacturing brand resells its used garments, it is perceived as more authentic, and its product as more appealing, subsequently leading to higher purchase likelihood in comparison to when the same used product is sold by another consumer. Study 2 (N = 608) conceptually replicates Study 1 findings, additionally revealing that brand reselling may reduce product contamination perceptions. Next, Studies 3a (N = 336) and 3b (N = 349) explore whether and how brand appeals (de)motivate consumers from secondhand consumption. We find that consumers with weak pro-environmental identity may become demotivated to purchase secondhand garments from a brand when the brand communicates a pro-environmental reselling goal. Additionally, brands communicating pro-environmental goals may be considered as less caring about product affordability, which is associated with reduced purchase likelihood. We conclude that accepting apparel brands as new actors in the sharing economy may both reduce existing barriers to secondhand consumption and promote non-tangible brand benefits, while shedding light on the nuance and complexity of this novel form of collaborative consumption.

The Influence of Product Quality and Brand Image with the Moderation of Customer Satisfaction on Customer Retention of iPhone Smartphone Users (Case Study in Sukabumi Regency)

This study aims to analyze the influence of product quality and brand image with customer satisfaction moderation on customer retention of iPhone smartphone users in Sukabumi Regency. The background of this study is based on the importance of understanding the factors that influence customer loyalty in the highly competitive smartphone industry. This study uses a quantitative research method. The population in this study is iPhone smartphone users who live in Sukabumi Regency. The number of samples taken was 155 people, with non-probability sampling used to determine the sample. The data used in this study is primary data, namely by distributing questionnaires. The measurement scale used is the Likert scale. The statistical method used is Partial Least Square (PLS) and the data analysis technique uses the SmartPLS version 3.0 program. The results of the study show that product quality and brand image have a positive and significant effect on customer retention. However, customer satisfaction does not positively moderate the relationship between product quality and brand image with customer retention. Further research is recommended to explore other factors that can moderate this relationship.