Product Brand Research Articles

Pengaruh Kualitas Produk, Promosi, dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Studi pada Dealer Motor Honda PT. Tirto Agung Porong

The purpose of this study was to analyze the influence of product quality, brand image, and price perception on the consumer decision-making process for purchasing Honda motorcycles. The population of this study consists of all residents of Sidoarjo. The sample was determined using the Lameshow formula, resulting in a sample size of 96.04, which was rounded up to 100 respondents. This study employed a non-probability sampling technique, specifically accidental sampling. The variables studied include product quality, promotion, and brand image. The t-test results show that product quality has a positive and significant effect on motorcycle purchasing decisions, promotion has a positive and significant effect on motorcycle purchasing decisions, and brand image also has a positive and significant effect on motorcycle purchasing decisions at the Tirto Agung Porong Dealership.

CD44-targeted hyaluronic acid coated imiquimod lipid nanocapsules foster the efficacy against skin cancer: Attempt to conquer unfavorable side effects.

This study was executed to mitigate imiquimod (IMQ)-side effects and promote its anticancer potential against skin cancer via encapsulation in hyaluronic acid-coated lipid nanocapsules (HA-LNCs) for targeted topical delivery. The LNCs were prepared using the phase inversion technique. Optimized LNCs formulation was gained following 22 factorial design experiment to adjust the IMQ and CTAB concentrations. The two variables were found to significantly influence the dependent responses. The encapsulation efficiency of IMQ exceeded 97%. HA coating provided a sustained release of IMQ from LNCs, with 63.81±2.45% of IMQ released after 24h. Moreover, the ex-vivo human skin permeation study showed that 7.9-fold more IMQ was localized in all skin layers than that permeated. In vitro anticancer activity indicated that IMQ-HA-LNCs had higher cytotoxicity (IC50=22.39μg/mL) compared to free IMQ (IC50=97.94μg/mL). Further, in vivo studies revealed that encapsulation of IMQ in HA-LNCs enhanced its immunostimulatory potential and promoted its anti-tumor activity in competing skin cancer even in low doses compared to the untreated group and group treated with a brand product with no topical or systemic toxicity. The present study suggested that HA-LNCs with their mixed polymeric/lipophilic nature epitomize a promising strategy for safe topical delivery of poorly water-soluble candidates.

The Influence of Influencer Marketing on Purchasing Decisions for Scientific Brand Products

This study aims to analyze the influence of influencer marketing on purchasing decisions for Skintific products among audiences exposed to promotional content from influencer marketing. In the digital era, influencer marketing has become an effective strategy that utilizes social media platforms, especially Instagram and TikTok, to increase brand awareness and interaction with audiences. This research uses a quantitative approach, where data is collected through questionnaires distributed to consumers exposed to influencer marketing and analyzed using descriptive analysis methods. The results of the analysis show that influencer marketing has a relatively strong influence on purchasing decisions. In addition, factors show that the purchase channel and time of purchase are the two most influential factors in influencing purchasing decisions. This research provides a deeper understanding of how marketing can influence consumer purchasing decisions and the importance of choosing the right marketing strategy to increase product appeal.

Penerapan Inovasi Dalam Penguatan Pasar Melalui Digital Visual Branding dan Peningkatan Produksi Sari Lemon Yoeni

Sari Lemon Yoeni is a lemon juice drink located in the city of Medan which is used as an ingredient in other drinks, such as coffee, tea and other drinks that are usually served in coffee shops and restaurants. However, there are several obstacles faced by partners related to production, promotion, product branding, and packaging. The purpose of this activity is to transfer knowledge and technology to partners in an effort to improve product branding, production, promotion and product packaging, which is carried out in this activity is divided into three stages. The first stage of activity preparation, the stage of implementing coaching activities and evaluating activities. Activities will be carried out until December 2024. Based on the results of visits and interactions with partners, it shows that there are several problems as described previously. So the program and solution offered to solve the problems faced by these partners is to provide expertise training in digital content usage techniques as a means of promotion and marketing of lemon products, product packaging that is in accordance with Basic Standards and needs so that it can be used for packaging sales of lemon juice production results and understanding and registration of trademarks for products so that they can be sold in North Sumatra. The steady increase in production to 60 bottles/production and repackaging of the product is better than before so that it can compete in the market, and partners understand the importance of marketing using social media and e-commerce in increasing sales of Yoeni lemon juice products.

Analisis Tren Viral Di Tiktok Sebagai Sarana Promosi Viva Cosmetics

This study aims to analyze the role of viral trends on TikTok as a promotional tool for Viva Cosmetics. The background of this research is based on the rapid growth of TikTok as an effective social media platform for marketing products through creative and viral content. TikTok serves as a medium that enables brands to interact directly with audiences through engaging and informative short videos. The research method used is a qualitative approach with data collection techniques in the form of observation and in-depth interviews with Viva Cosmetics' internal parties and active TikTok consumers. The results show that leveraging viral trends, producing engaging content, and collaborating with relevant creators play significant roles in increasing brand awareness and product sales. The use of popular hashtags and trending challenges has also proven effective in capturing audience attention and driving purchase decisions. Additionally, consumer trust is further enhanced through authentic product reviews from TikTok creators. These findings demonstrate that marketing strategies based on viral trends on TikTok can strengthen brand image, increase consumer loyalty, and positively impact Viva Cosmetics' sales performance.

Analysis of Factors Influencing Customer Loyalty with Customer Satisfaction as Mediation

This study aims to determine the factors that influence customer loyalty with customer satisfaction as a mediator at PT. Alfa Indah Abadi. The method used is a casuality design. The population in this study were all customers of PT. Alfa Indah Abadi with a sample size of 100 respondents. Data collection techniques using questionnaires and data analysis methods using Structural Equation Modeling (SEM). The results of the study indicate that product quality has a significant effect on customer satisfaction. Brand image has an effect on customer satisfaction but is not significant. Product quality has no effect on customer loyalty. Brand image has no effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Customer satisfaction is indirectly able to be a mediating variable between product quality and brand image on customer loyalty.

Editorial: Industry and individuals: branding, labelling, and marketing of food products

Editorial: Industry and individuals: branding, labelling, and marketing of food products

Implementation of Power BI for Dashboard Visualization on Brand Product Sales Dataset Adidas in the United States from Kaggle

This article describes the implementation of Power BI to create an interactive dashboard based on a dataset of Adidas product sales in the United States from Kaggle. Power BI processes sales data to provide deep insights into sales trends, product performance, market analysis, and consumer preferences. The result is a clear and intuitive dashboard that assists management in strategic decision-making. This dashboard shows Total Sales of 899.90 million USD, Units Sold of 2 million units, and Operating Profit of 332.13 million USD, with the highest sales in New York, California, Florida, and Texas. Profitability analysis shows strong profit margins in New York and Florida, while the Men's Street Footwear product category is the top seller. This information is essential for identifying popular products and developing effective business strategies.

Development of Kelulut (Trigona sp) Cultivation Business

Tumbang Nusa Village, Jabiren District, Pulang Pisau Regency, Central Kalimantan community groups have been formed into the Nusa Sehati Peat Ecosystem Protection Control Working Team (TKPPEG). They serve as partners in managing peat ecosystem protection. Alongside peat ecosystem conservation, improving the community's economy is essential. One initiative is the cultivation of kelulut bees (Trigona Sp), which has not been optimally implemented, particularly in technical beekeeping and honey marketing. Thus, the kelulut cultivation business was developed through the Community Empowerment Lecturer Program (PDPPM) at the University of Palangka Raya. The program's objectives include increasing kelulut honey production, enhancing online marketing, and creating product branding. The implementation involved training, field practice, and mentoring. As a result, lulus bees cultivated with a two-week harvest cycle produced approximately 14.5 liters of honey. Branding efforts allowed Kelulut Honey to compete better in the market, and marketing was conducted via WhatsApp, Instagram, and Facebook. In conclusion, community partners succeeded in cultivating kelulut honeybees, created branding, and adopted online marketing techniques. Their beekeeping skills improved, and they learned the importance of logos, packaging, and product narratives. This extended their market reach, increased sales, and allowed access to non-local consumers.

The Influence of Brand Image, Product Innovation, and Social Media Marketing Activity on Repurchase Decision Through Customer Satisfaction as An Intervening Variable at Mixue In Bojonegoro

The development of the food & beverage (F&B) industry in Indonesia is currently growing very rapidly. Changes in people's lifestyles, especially in big cities, who like fast food and drinks, coupled with the passive use of digital platforms which have a transformative impact on digitalization provide opportunities for F&B businesses to promote their products to internet users. This research aims to find out empirical evidence regarding the influence of brand image, product innovation, social media marketing activity, on repurchase decisions and customer satisfaction. The population in this research are customers who have made purchases at Mixue Bojonegoro. The sampling technique is a purposive sampling technique which is randomly selected from customers who have made purchases at Mixue Bojonegoro, namely 100 respondents. Hypothesis testing was carried out using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS). Based on the results of the analysis of the 7 hypotheses analyzed, all were proven to be accepted, namely brand image, product innovation, and social media marketing activity had a significant effect on repurchase decisions and customer satisfaction. This research provides insight for companies in designing effective marketing strategies to increase customer loyalty through improving brand image, product innovation and marketing activities on social media.

Unveiling the role of brand engagement in brand extension for masstige brands: functionality matters as much as fit

Purpose This study aims to investigate the impact of brand engagement on consumer responses to brand extensions, particularly in terms of value perception, attitude and purchase intention in a masstige context. The study examines low-fit/high-functionality and high-fit/low-functionality products. It also explores the crucial role of self-congruence in enhancing brand engagement, which leads to positive consumer responses towards brand extensions. Design/methodology/approach After establishing the theoretical foundations, pre-tests identified the product types and their fit level. In this quantitative study, 464 questionnaires were administered. Confirmatory factor analysis and structural equation modelling validated the model and tested the hypotheses for low-fit/high-functionality and high-fit/low-functionality products of a masstige brand. Findings Data analysis shows that brand engagement positively affects value perception, attitude and purchase intention. However, consumers’ responses to brand extension differed for low-fit versus high-fit products. Moreover, social self-congruence and actual and ideal self-congruence positively impact consumers’ active engagement with masstige brands. Originality/value This research shows that low-fit extensions of masstige brands can succeed with high functionality, while high-fit extensions mitigate the negative effects of low functionality, a key attribute of masstige brands. The study adds to the limited literature on self-congruence and engagement by identifying actual and ideal self-congruence as determinants of brand engagement. It is also among the first to demonstrate that social self-congruence drives brand engagement for masstige brands.

QFD és a Kano-modell integrálása egy étrend-kiegészítő tabletta bevezetéséhez

The University of Debrecen (UD) is aiming to enter the dietary supplements market with its own branded and self-manufactured products. The goal of our research is to determine the product characteristics which provide a competitive advantage for a dietary supplement capsule about to be launched and translate them into technological parameters of manufacturing. In this research, we aim to find out (K1) which product characteristics contribute the most and (K2) which technological parameters need to be focused on during production. To answer these questions, we integrated the Kano Model was integrated into the "House of Quality" (QFD) model and cluster analysis was conducted. By applying these methods together, we can get a clearer picture of which product characteristics to focus on in product development to achieve the highest increase in customers’ satisfaction. The responses of 298 individuals were analysed based on their consumption habits. According to our results, natural ingredients, scientific background of the University of Debrecen, and safety were attractive factors for identifiable target groups, moreover, the first two attributes contributing the most to customers’ satisfaction. Therefore, we also recommend indicating these on the packaging. Based on the House of Quality analysis, bioactive ingredients emerged as the most important technical parameter, so we recommend its adaption in production.JEL codes: I12, L11 L66

THE INFLUENCE OF BRAND IMAGE, SOCIAL INFLUENCE AND PRODUCT PRICE WITH TRUST AS MEDIATING VARIABLES ON THE PURCHASE INTENTION OF 'RAJA DIMSUM' CULINARY MSMES IN GENERATION Z IN PADANG CITY

The large number of culinary industry MSMEs that are developing at this time does not guarantee to avoid problems that affect their growth. Likewise, what was passed by “Raja Dimsum”, Culinary MSMEs which had several obstacles when running their business. This study aims to determine the effect of Brand Image, Social Influence and Product Price on Purchase Intention of UMKM Culinary 'Raja Dimsum' in Generation Z in Padang City. This research sampling technique with certain criteria. The research participants totaled 170 respondents who were selected as samples. Data were collected through online questionnaire distribution and then analyzed using SmartPLS 3.0 software. The results of this study reveal that (1) brand image has no direct effect on purchase intention, (2) social influence has a significant positive effect on purchase intention, (3) product price has a significant positive effect on purchase intention, (4) trust has a significant positive effect on purchase intention, (5) brand image has no direct effect on trust, (6) social influence has a significant positive effect on trust (7) product price has a significant positive effect on trust (8) brand image has no effect on purchase intention mediated by trust (9) social influence has a significant positive effect on purchase intention mediated by trust (10) product price has a significant positive effect on purchase intention mediated by trust.

Pengaruh Kualitas Produk, Brand Awareness dan Celebrity Endorser Terhadap Keputusan Pembelian pada Produk Hand and Body Lotion Nivea

The purpose of this study is to analyze the impact of product quality, brand awareness, and celebrity endorsers on purchasing decisions for Nivea hand and body lotion. This research employs an explanatory research method with a quantitative approach, involving 200 female respondents aged 10–26 years residing in Surakarta City. Data collection was conducted through an online questionnaire using a 5-point Likert scale. Data analysis was performed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The findings indicate that product quality, brand awareness, and the use of celebrity endorsers have a positive and significant influence on purchasing decisions. The study also identifies limitations, including the relatively small sample size and potential response bias. Therefore, it is recommended that the company enhance product quality, maintain positive perceptions through social media, and carefully select appropriate celebrity endorsers. Future research is encouraged to involve a larger number of respondents to improve the representativeness of the results.

Political Branding of Prabowo Subianto in Instagram During the Presidential Campaign in 2024

The campaign period in the 2024 presidential election was crucial for the three presidential candidate pairs (Anies-Muhaimin, Prabowo-Gibran, and Ganjar-Mahfud) to develop and implement their political communication strategies. Branding was a key aspect of political communication that needed to be considered. One of the more interesting aspects was the branding of Prabowo as a candidate participating in the presidential election for the fourth time, now showcasing a different character. This research was conducted to analyze Prabowo's political branding through social media during the 2024 presidential election campaign. The focus of the research was to describe Prabowo's political branding by categorizing it into three parts: house brands, platform brands, and product brands, in accordance with the brand hierarchy theory from Cosgrove. The method used for the research was qualitative content analysis. Data and information were obtained through an analysis of the content on Prabowo's Instagram account and interviews with three sources related to the research topic. The results of the study showed that the house brand of Prabowo's political branding through social media during the 2024 presidential election campaign was "Prabowo Subianto 2024." Five brand platforms were identified: Humanism, Continuity, Bersama Indonesia Maju (Together with Onward Indonesia), Militarism, and Free Lunch. Furthermore, the product brand identified was Aksi Gemoy, which was part of Humanism.

Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia

A health soap product brand launched an advertising campaign about an initiative to improve sanitation facilities and educate people about clean living in one of the most underdeveloped villages in East Nusa Tenggara, Indonesia. Unfortunately, this campaign was rejected by various elements, from local non-government organizations, nomads, residents, and local media to the regional government. Rejection is based on advertising content that displays poverty in the village. Using a Foucauldian discursive formation approach, this study intertextually analyses advertising documents, news reports, petitions, microsites, social media, and online comments to understand media representation and voices of resistance and discover various conflicting interests, ethnic identity politics, regional sentiment, and political economy intertwined within the text as the power/knowledge. This study underscores the need for sensitivity to ethnic identity in brand social responsibility initiatives, as it is a crucial aspect of respect and consideration.

SOCIAL MEDIA INFLUENCER AUTHENTICITY MENDORONG NIAT BELI KONSUMEN PADA PRODUK DESIGNER BRANDS MELALUI SOCIAL MEDIA INFLUENCER INSPIRATION

The purpose of this study is to analyze the influence of Social Media Influencer Authenticity on Purchase Intention of Designer Brand Products with Social Media Influencer Inspiration as a mediator. This study uses a quantitative method. The data used are primary data and secondary data. The research instrument was distributed to 140 respondents, the calculation of the number of samples using the Lamseshow method. The sampling method was collected by purposive sampling. Data analysis in this study used SEM PLS (Structural Equation Modeling). The results of the study stated that SMI Authenticity does not have a direct effect on consumer purchase intention on designer brand products, but its influence is indirect and mediated through SMI Inspiration

Application of Statistical Tests in Measuring the Influence of Product Quality and Brand Image

Application of Statistical Tests in Measuring the Influence of Product Quality and Brand Image

Perencanaan Arsitektur Sistem Informasi Menggunakan Metode Enterprise Architecture Planning di CV. Furqon Buana Gemilang

CV. Furqon Buana Gemilang currently does not have an architectural plan so that the business processes that occur are still not optimal. CV. Furqon Buana Gemilang has business process activities, such as Tour & Travel which are in the form of processes in selling airline tickets, vacation programs, hotel reservations, and outbound. In its marketing process, it only uses social media such as Instagram and WhatsApp as the main media in promoting this travel product brand. And for the website, it is still in the development process and has not been able to fully process. The modeling used in the architectural planning to be made is by using the Enterprise Architecture Planning (EAP) method which consists of several stages starting from initialization of planning, business modeling, current systems and technologies, data architecture, application architecture, technology architecture, and implementation plans. This research will produce information system architecture planning at CV. Furqon Buana Gemilang Cikancung using the Enterprise Architecture Planning method which includes 7 stages. In the Company's business process there are 5 main activities, namely airline ticket sales, vacation programs, hotel reservations, outbound, and consumer services, as well as 3 supporting activities, namely HR management, financial management, and information system development. With this architectural planning, the Company can follow the stages and schedules designed to ensure that the implementation runs in a structured manner.

Digital Marketing Analysis of Brand Loyalty Among Generation Z on Local Skincare Brand Products

This research aims to explore the factors that influence brand loyalty among Generation Z in the context of skincare products. Using qualitative methods, the study involved in-depth interviews with ten participants representing the 18-25 age group, who actively use skincare products from various brands. Findings revealed that the main factors influencing brand loyalty among Generation Z include product quality, active social media presence, commitment to sustainability and positive user experience. This research provides important insights for marketers in developing more effective strategies to attract and retain young customers.