Product Brand Research Articles

SOCIALIZATION OF PRODUCT BRANDING AS AN EFFORT TO INCREASE ENTREPRENEURIAL INTEREST AMONG HOUSEWIVES OF NGINDEN JANGKUNGAN VILLAGE

Product branding provides various potentials in increasing sales value so that it can attract consumers, product branding can be developed in MSMEs which play an important role in national economic growth. MSMEs are also considered as one of the solutions for people who do not have jobs or do not want to work in a company. One of them is in the Nginden Jangkungan sub-district which still does not have an adequate understanding of product branding, so efforts are needed to increase awareness and understanding, one of which is through socialization. With the socialization related to product branding, it is expected to increase product competitiveness, attract consumer attention and increase income.

Influence Of Neuromarketing On Consumer Purchase Levels: Ambato Case Study - Ecuado

This work has been done with the purpose of determining the influence of neuromarketing in the levels of consumer purchase of the Paseo Shopping Ambato Mall, neuromarketing has applied neuroscience techniques focused on marketing in order to study different brain areas that are activated in the consumer when choosing a product as well as it is based on the consumer, since its objective is the identification of the impact generated by a product or brand, the understanding of the consumer when making a purchase or acquisition and the identification and satisfaction of customer needs, along with the characteristics measured by neuromarketing, which are attention, emotion and memory. The objective of the research is focused on analyzing the influence of neuromarketing in the purchase process, relating the importance that requires broadening knowledge in the understanding of the levels and stimuli that are emitted by the brands of the different products that are offered in a shopping center. The present investigation determines the neuromarketing actions to better understand the expressions and non-verbal reactions that consumers develop, associated with the advertising practices that are used in the Paseo Shopping Ambato Shopping Center; where commercial sales transactions become the result of the emotions shown by consumers towards a certain product or service. The analysis is obtained by applying a conceptual investigation on the fundamentals of neuromarketing in the purchase decision process and its influence towards a specific decision. Neuromarketing has positively influenced the purchase of a certain product by the consumer.

Meningkatkan Kualitas dan Inovasi Produk Sebagai Strategi Pemasaran UMKM Lokal di Desa Bulakan Kecamatan Cinangka

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy, particularly through their contributions to the formation of Gross Domestic Product (GDP) and employment absorption. MSMEs are also recognized for their strong economic resilience, making them a key pillar of national financial and economic stability. Acknowledging this significance, through the Student Community Service Program (KKM), Group 36 conducted training and mentoring for MSME actors in Bulakan Village over a two-month period. This initiative aimed to enhance the understanding of MSME actors regarding the critical impact of branding, packaging design, and product innovation on marketing strategies. The outcomes of this activity include the creation of distinctive product branding and logos, as well as innovations that have the potential to improve the quality of MSME products.

A Study of Advertising Influence on Sustainable Consumer Products

Advertising is a powerful marketing tool for mass sales and distribution. One method is viaadvertising marketing. It may be used to market items and services, as well as ideas. Advertisementsmay be used to boost demand for generic or branded products. Advertising adequacy is mostly decidedby how a prospective consumer reacts to and considers an advertisement. The success of advertising isdetermined by how efficiently it handles transactions. As a consequence, advertising is often employedas a single variable to explain deal shifts. The report focuses on the Consumer Sustainable Industry'sChallenges. Media's Impact on Advertising, Advertising's Impact on Consumer Sustainable Buyers,Advertising's Impact on Refrigerator Buyers, Advertising's Impact on TV Buyers, Advertising's Impact onDetergent Powder Buyers.

Pengaruh Citra Merek, Ulasan Produk dan Digital Marketing terhadap Keputusan Pembelian Kosmetik Pixy di Kota Batam

This research aims to assess the influence of brand image, product reviews, and digital marketing on purchasing decisions for Pixy cosmetics in Batam City. The utilized population consists of users who have used Pixy items, although the exact number is not yet known. The Lemeshow algorithm was used to count a total of 100 respondents using a purposive sampling strategy. Multiple linear regression models were used to test the data, along with data quality checks, classical assumption tests, influence tests, and hypothesis tests. The findings of multiple linear regression analysis show that brand image influences purchasing decisions by 59.9%. Product reviews influence 24.3% of purchasing choices. Digital marketing influences 40.9% of purchasing choices. Test results using the coefficient of determination (R2) show that brand image, product reviews and digital marketing can explain up to 70.9% of the variation in purchasing choices. Furthermore, the t test and F test show that brand image, product reviews, and digital marketing both individually and together have a good and big influence on the decision to purchase Pixy cosmetics in Batam City.

Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Iphone di Kota Karawang

Customers' decisions to buy a product are largely influenced by product quality and brand image. One step in the evaluation process is the purchase decision, which requires customers to organize a tier list of products in their preferred tiers. This step in the evaluation process will arouse their interest in making a purchase. The aim of this research is to understand the influence of product quality and brand image on purchasing decisions. The purposive sampling method was used to select a sample of 96 people, and a questionnaire was used to collect data. For data processing, this research uses PLS (Partial Least Square) and other analysis methods, including descriptive analysis. The consequences of this research show that brand image and product quality influence the choice of purchasing an iPhone cell phone.

Pengaruh Brand Ambassador Boy Group EXO dan Variasi Produk Terhadap Minat Beli Konsumen Produk Skincare Scarlett Whitening dengan Brand Image Sebagai Variabel Intervening

The purpose of this study was to determine whether brand ambassadors and product variations have a direct influence on buying interest, and to determine the effect of brand ambassadors and product variations on buying interest through Brand Image mediation. The research approach used is quantitative research. The type of data used in this study is primary data, namely research data obtained directly from original sources (respondents). The population in this study are all consumers who have and have not used Scarlett Whitening products. From the calculation using the formula (hair, 2020) recommends that the minimum sample size is 5 times the number of indicator items contained in the questionnaire, the indicators in this study consisting of 3 independent variables and 1 dependent variable totaled 23 indicators, so the sample size of this study was determined to be 115 respondents. The research data was processed using the smartPLS 4.0 analysis tool and the research method in this study used Structural Equation Modeling (SEM), namely an equation model with a variance-based approach or component-based structural equation modeling. The results of this study indicate that the first and third hypotheses are not supported because, Brand ambassador (X1) and Product Variety (X2) have no significant effect on Purchase Intention (Y), the second and fourth hypotheses are supported because, Brand ambassador (X1) and Product Variety (X2) have a significant effect on Brand Image (M), the fifth hypothesis is supported because, Brand Image (M) has a significant positive effect on Purchase Interest (Y), and it can be concluded that Brand ambassadors (X1) and Product Variety (X2) cannot affect Purchase Interest (Y) directly, but Brand ambassadors (X1) and Product Variety (X2) can affect Purchase Interest (Y) by going through Brand Image (M) as a mediating variable.

Pengaruh Brand Awareness dan Product Design terhadap Buying Decision melalui variabel Purchase Intention pada Produk AQUA Japan di Kota Serang

This research aims to determine the influence of brand awareness and product design on purchasing decisions through the purchase intention variable. The subjects in this research were 250 community respondents in Serang City. Data analysis tools use SPSS and SmartPLS using a Likert scale. The results of the research show that there is a significant influence between the product design variable on the purchase intention variable, but no direct influence was found between brand awareness on the purchase intention variable for AQUA Japan products in Serang City. Then there is a significant influence of the brand awareness, product design, purchase intention variables on the buying decision variable for AQUA Japan products in Serang City. This research also found that the purchase intention variable does not have a mediating effect on the influence of brand awareness on buying decisions, but the purchase intention variable can be used as a mediation on the influence of product design on buying decisions for AQUA Japan products in Serang City.

Pengaruh Promosi Penjualan terhadap Minat Beli Konsumen pada Produk Kosmetik Brand Lokal Somethinc

This research was conducted on the Somethinc Cosmetic Product Brand with a research place on the Shopee Marketplace and Tiktok Shop, aiming to find out how sales promotion affects consumer buying interest in Somethinc cosmetic products, find out how the impact of sales promotion on consumer buying interest in Somethinc products and what factors influence consumer buying interest in Somethinc products. The research method used is a quantitative method where the type of research is Descriptive. The sample in this study were 100 respondents who had purchased Somethinc cosmetic products on the Shopee Marketplace and Tiktok Shop.

PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA MATIC PADA DRIVER OJEK ONLINE DI KOTA SURABAYA

This research aims to analyze the influence of Brand Image and Product Quality on the purchasing decisions of Honda Matic motorcycles among Online motorcycle taxi Drivers in Surabaya. The research employs a quantitative approach. The sample consists of 350 Online motorcycle taxi Drivers who use Honda Matic motorcycles in the city of Surabaya. Data collection is done through a questionnaire, which is validated and tested for reliability using SPSS 26. The data analysis techniques include classical assumption tests, linear regression, t-tests, f-tests and the coefficient of determination (R-Square). The results of this study indicate that both Brand Image and Product Quality partially influence the purchasing decisions of Honda Matic motorcycles. Simultaneously, these two variables significantly impact the purchasing decisions of Honda Matic motorcycles.

Utilization of cultural lexicon in creative industry products

Creative industries can contribute to the economic growth of local communities while promoting and preserving local languages and culture. Based on these basic assumptions, this research was conducted to describe the forms and functions of Javanese language and culture used in creative industry products and the factors behind the use of regional language and culture in creative industries. This research used a qualitative descriptive method with a sociolinguistic and creative industry perspective. The research was conducted in three local government areas in Yogyakarta. Data collection was carried out through documentation, document analyses, and interviews. The data covers various aspects of the Javanese language and culture, such as words, phrases, clauses, sentences, proverbs, Javanese script, naming and greeting systems, and proverbs. The results show that various creative industry products incorporate the Yogyakartan Javanese cultural and linguistic lexicon in their product branding, packaging, and design content. The cultural lexicon consists of Javanese writing, art, traditional clothing, drinks, greetings, phatic forms, and proverbs. Utilizing the Javanese language and cultural lexicon in creative industries can be an effective marketing strategy and an innovative step in preserving and developing local cultural heritage. This can significantly contribute to local economic growth, increase awareness of cultural diversity, and strengthen the community's cultural identity.

A Framework for Reviving Traditional Handicrafts: Craft Branding, Product Development, and Marketing Strategies for Dong Ethnic Craft in Sanjiang, China

The traditional Dong handicrafts of Sanjiang, rooted in the cultural heritage of the Dong ethnic group face challenges in retaining their market relevance while preserving their traditional characteristics. Despite their cultural and historical significance, these handicrafts struggle to meet the growing demands of the modern cultural and creative industries, leading to declining sales. This study examines the traditional handicrafts of the Dong community in China. It produces a theoretical framework that can be applied to revitalize them by focusing on three key areas: product development, craft branding and marketing strategies. The paper specifically explores traditional practices such as textile dyeing, wooden architecture construction, and silver craftsmanship, highlighting their cultural and economic importance in contemporary contexts. This research employs a case study method. Data collection process involved gathering and analyzing information from academic journals, government reports, and published magazines. It concludes that the marketability of Dong handicrafts could be enhanced through the development of innovative craft branding strategies that integrate traditional craftsmanship with modern design and technologies while safeguarding their cultural heritage. By employing insights from product development branding and marketing strategies, the paper proposes solutions to revitalize and sustain Dong handicraft traditions in the face of modernization and globalization. The research confirms that traditional Dong handicrafts, despite facing challenges from modernization, globalization, and technological advancements, can be revitalized through the strategic application of product development, branding and marketing frameworks.

The Influence of TikTok Marketing on Consumer Purchase Intention among Students

TikTok marketing has an enormous and broad effect on the purchasing intentions of students. TikTok has become an extremely effective medium for marketers to connect with consumers due to its interesting and simple-to-read content structure. TikTok's algorithmic content distribution system is designed to draw in users and market a range of goods and services. This study looks into how TikTok marketing affects students' intentions to buy at selected Malaysian higher education institutions. The growing popularity of TikTok as a social media platform, especially among young people, emphasises the need to comprehend its influence on consumer behaviour. In this study, a quantitative methodology was applied, and analytical approaches employed, including reliability analysis and multiple regression analysis. The study concentrated on three important variables that affect consumers' intentions to buy: brand awareness, product quality, and price. A total of 115 respondents from the chosen universities took part in responding to the sent questionnaire. The research aims to offer insights into how businesses may effectively exploit the platform to engage with students as consumers by looking at these aspects in the context of TikTok marketing. The findings show that TikTok marketing has a major impact on student purchase behaviour, with product quality and price having a major influence on intentions to buy. All things considered, this study deepens our knowledge of how TikTok affects consumer behaviour, especially among students. It demonstrates the platform's potential as an ideal instrument for engaging students as customers and provides important insights for businesses trying to maximise their TikTok marketing efforts. Future studies on the evolving landscape of social media marketing and its effects on customer behaviour under various conditions can build on this research.

Pengaruh Citra Merek, Harga, Kualitas Produk dan Promosi terhadap Keputusan Pembelian (Survei Konsumen Uniqlo di Jabodetabek)

The reason researchers chose the uniqlo brand as research in Jabodetabek is based on the very high mobility of the capital city community, requiring comfortable clothing for outdoor and indoor activities. This study was conducted to determine the effect of brand image, price, product quality and promotion on purchasing decisions of uniqlo consumers in the cities of Jakarta, Bogor, Depok, Tangerang and Bekasi. The research methodology uses a descriptive quantitative approach using multiple linear regression analysis which includes classical assumption tests, hypothesis testing and multiple linear regression analysis. Based on the results of multiple linear regression analysis, the equation purchase decision (Y) = 2.752 + 0.273(brand image) + 0.279(price) + 0.230(product quality) + 0.022(promotion) with an r square value of 0.431. The independent variable in this study only has a contribution of 43.1% to influence the dependent variable. While the other 56.9% is influenced by other factors.

Sell on, sell to, or sell through: The sales performance implications of brand-platform selling arrangements

Despite the growing prevalence of online retail platforms, scant research has focused on how different selling arrangements affect brand sales performance on the platform. This study explores the sales performance implications of three brand–platform selling arrangements: 1P (a brand manufacturer sells to the platform for resale), 3P (a brand manufacturer sells on the platform), and 2P (a brand manufacturer sells through the platform using a hybrid model in which the platform handles all fulfillment). Utilizing a comprehensive dataset from a major U.S. brand-aggregator platform, encompassing 21,555 brand–category observations across 17 product categories, we examine the impact of these selling arrangements on brand sales performance on the platform. The findings reveal that 2P operations are generally associated with higher sales performance than 1P operations. We find no significant difference between 2P and 3P operations. The study also shows that the effectiveness of these arrangements is contingent on brand characteristics such as operational capabilities, innovativeness, and pricing strategies. This research contributes to understanding the nuanced interplay between platform selling arrangements and brand attributes, providing strategic insights for brand managers in the evolving online retail landscape.

Exposure to Valsartan Products Containing Nitrosamine Impurities in the United States, Canada, and Denmark.

Following the mass recall of valsartan products with nitrosamine impurities in July 2018, the number of patients exposed to these products, the duration of exposure, and the potential for cancer remains unknown. Therefore, we assessed the extent and duration of use of valsartan products with a nitrosamine impurity in the United States, Canada, and Denmark. We conducted a retrospective cohort study using administrative healthcare data from the US FDA Sentinel System, four Canadian provinces that contribute to the Canadian Network for Observational Drug Effect Studies (CNODES), and the Danish National Prescription Registry. Patients, 18 years and older between May 2012 and December 2020 with a valsartan dispensing were identified in each database. Patients were followed from the date of valsartan dispensing until discontinuation. We defined four valsartan exposure categories based on nitrosamine impurity status; recalled generic products with confirmed NDMA/NDEA levels (recalled-tested); recalled generic products that were not tested (recalled); non-recalled generic and non-recalled branded products. In Denmark, the recalled-tested category was not included due to absence of testing data. The proportion and duration of use of valsartan episodes stratified by nitrosamine-impurity status was calculated. We identified 3.3 and 2.8 million (United States) and 51.3 and 229 thousand (Canada) recalled-tested and recalled valsartan exposures. In Denmark, where valsartan exposure was generally low, there were 10 747 recalled exposures. Immediately after the recall notices were issued, there was increased rates of switching to a non-valsartan ARB. The mean duration of use of the recalled-tested products was 167 (±223.1) and 146 (±255.8) days in the United States and Canada respectively. For the recalled products, mean cumulative duration of use was 178 (±249.6), 269 (±397.3) and 166 (±251.0) days in the United States, Canada, and Denmark, respectively. In this cohort study, despite widespread use of recalled generic valsartan between 2012 and 2018, the duration of use was relatively short and probably did not pose an elevated risk of nitrosamine-induced cancer. However, since products with nitrosamine impurity could have been on the market over a 6-year period, patients exposed to these products for longer durations could have a potentially different risk of cancer.

Innovative Applications of Intelligent Technology in Infant Care Products: A Study on the Design of Bottle Warmers and Milk Warmers

This paper delves into the innovative application of intelligent technology in the design of infant care products, with a particular focus on the design of smart bottle warmers and milk warmers, and their impact on user experience. The study begins by analyzing the current market demands and limitations of existing products in the field of infant care products, followed by a detailed discussion of the design features, technological advantages, and user experience of HAUTURE brand products. Through an in-depth analysis of the temperature control technology of the smart bottle warmer, the user interface design, and the dual-sealing system and vibration reduction and noise reduction technology of the milk warmer, this paper reveals how intelligent technology enhances product performance and user satisfaction. In addition, this paper examines the role of user feedback in product design improvement and proposes solutions to technical challenges. Finally, it provides an outlook on the future development trends of intelligent infant care products, predicting how intelligent technology will further shape innovation in this field.

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA

This study aims to examine the influence of brand image and product quality on purchasing decisions for Honda motorcycles among Management students of the 2020 Class of Buana Perjuangan University, Karawang, both partially and simultaneously. The study was conducted using descriptive and verification methods with a sample size of 107 respondents using saturated sampling techniques. The data analysis techniques used were multiple linear regression analysis, hypothesis testing, and the coefficient of determination was analyzed using the SPSS program version 25. The results of this study indicate that brand image has a significant effect on purchasing decisions and product quality has a significant effect on purchasing decisions. There is a simultan influence of brand image and product quality on purchasing decisions.

제주지역 소비자의 가정간편식(HMR) 선택속성이 고객만족과 행동의도(구매의도/추천의도)에 미치는 영향

This study was conducted to determine the impact of selection attributes of HMR products in the Jeju region on customer satisfaction and behavioral intention, such as purchase intention and recommendation intention, targeting consumers in the Jeju region. As the analysis results, first, it was found that intrinsic factors(.426), content factors(.358), and notational factors(.244) influenced customer satisfaction regarding the HMR selection attributes of consumers in the Jeju region. Second, it was found that the intrinsic factor (.385) and notational factor(.350) of the HMR selection attributes of consumers in the Jeju region influenced purchase intention. Third, it was found that content factors(.508) and intrinsic factors(.262) influenced recommendation intentions in the HMR selection attributes of consumers in the Jeju region. Therefore, through this study, the intrinsic factors among the HMR selection attributes for consumers in the Jeju region are factors that affect both customer satisfaction and behavioral intention, and are found to be the factors that need to be managed the most among the selection attributes of HMR Jeju, and so it was revealed that continuous management of product taste, price, and brand was necessary.

A Study on the Brand Identity Design of Eco-friendly Packaging -Focusing on Dairy Product Brands in China and Korea-

A Study on the Brand Identity Design of Eco-friendly Packaging -Focusing on Dairy Product Brands in China and Korea-