Product Brand Research Articles

PENDAMPINGAN AKSELERASI ADOPSI DIGITAL PLATFORM PADA UMKM BIDANG PEMASARAN PERIKANAN

In contrast to the 1998 crisis where MSMEs did not experience any shocks, MSMEs during the Covid pandemic experienced very strong shocks. However, MSMEs managed to recover quickly, especially those that integrated their marketing into digital platforms. As part of efforts to accelerate the digitalization of MSMEs, Mulawarman University through the Kedaireka program provides assistance to MSMEs in Samarinda where one of the targets is home culinary MSMEs. Assistance aims to 1) increase product promotion through business branding, 2) develop products, and 3) register MSMEs on digital platforms. Mentoring methods are carried out personally and collectively. Collectively, MSME players were given training regarding product promotion via digital platforms by resource persons from the Kedaireka Program management. Collective mentoring is followed up with a personal approach by students participating in the Kedaireka program. Personal assistance is carried out face to face by visiting MSME actors for around one month. The results of the assistance show that the obstacle faced by MSME actors in carrying out product development is the availability of raw materials where fishery raw materials are seasonal. Product promotion efforts carried out through product branding which was carried out by re-creating the business logo were successfully carried out without significant obstacles. Meanwhile, increasing marketing through digital platforms has not been successful due to the limitations of MSME actors in understanding the features and steps for updating product images as well as limitations in producing quality product images or photos. Efforts to accelerate the integration of marketing of fishery products require two conditions, namely product and promotion. In the product aspect, guaranteed availability of fishery products is very necessary for marketing sustainability and customer satisfaction. Meanwhile, in the promotional aspect, the quality of the images uploaded to the digital platform must be eye catching.

Perceived product reputation, brand commitment, and corporate social responsibility as predictors of customer satisfaction

Customers are the end goal for every business as they create demand and revenue for the business organization. In order to retain customers, businesses need to identify what customers expect from them. One of the least studied businesses is the paint industry. The study filled this gap in knowledge by investigating perceived product reputation, brand commitment and corporate social responsibility as predictors of customer satisfaction among paint buyers in Lagos, Nigeria. A cross-sectional survey research design was used, while a purposive sampling technique was utilized to select two local government areas in Lagos State. Data were collected from 274 paint buyers using validated scales and analyzed with a t-test of independent samples and multiple regression analysis. The result indicates that perceived product reputation, brand commitment and corporate social responsibility jointly predicted customer satisfaction among paint buyers. Furthermore, perceived product reputation, brand commitment and corporate social responsibility independently predicted customer satisfaction. The conclusion is that perceived product reputation, brand commitment, and corporate social responsibility are robust predictors of customer satisfaction among study participants. The study recommends that paint companies continue to improve their branding policy and corporate social responsibility to retain and capture potential consumers in the paint industry.

Analisis Faktor Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Generasi Milenial Dalam Industri Fashion

This study aims to analyze the factors influencing purchasing decisions of millennialconsumers in the fashion industry. Data were collected through a survey of 500 millennialrespondents aged 20 to 35 years. The results identified five main factors influencingpurchasing decisions: product quality, price, brand image, fashion trends, and social media.Additionally, social environment, awareness of sustainability, ease of access and onlineshopping, customer experience, and the influence of technology and innovation were alsofound to play significant roles. Millennial consumers show a strong preference for high-quality products at reasonable prices, brands with a positive image, and trend-alignedproducts. The use of social media as a source of information and reference is also dominant.The implications of this study highlight the importance for fashion brands to focus onimproving product quality, competitive pricing strategies, building a strong brand image,adapting to fashion trends, and optimizing social media presence. Moreover, attention tosustainability and technological innovation is crucial in attracting and retaining millennialconsumer loyalty. By understanding and responding to millennials' preferences andbehaviors, fashion companies can enhance their comprtitiveness and success the market

The Role of Product Quality, Brand Trust, and KPOP Idol Brand Ambassador in Encouraging Purchase Loyalty

The Role of Product Quality, Brand Trust, and KPOP Idol Brand Ambassador in Encouraging Purchase Loyalty

Marketing Strategy of Serai Wangi Dish Soap Produscts PT. Aroma Wangi Indonesia Pangkalpinang City

This study aims to formulate alternative strategies and determine priority strategies in marketing fragrant lemongrass dishwashing soap products of PT. Aroma Wangi Indonesia in Pangkalpinang City. This research was conducted from April to July 2024 at PT Aroma Wangi Indonesia. The research method used is the case study method. The sampling method used was purposive sampling with a sample of 5 respondents. The analysis method uses qualitative descriptive and analysis (SWOT) and Quantitative (QSPM). The results showed that the IFE value was 3.04 and the EFE value was 3.33. Alternative strategies that can be applied in marketing citronella dish soap products PT. Aroma Wangi Indonesia in Pangkalpinang City is to improve brand image and product quality, but still maintain prices, develop and diversify citronella-based products, collaborate with modern markets, hotels, and the catering service sector and participate in training programs from government agencies, intensify marketing that is less than optimal through digital marketing and participate in MSME events periodically, create attractive product layout and explanation concepts, improve the suitability of products displayed on social media with marketed products such as providing customer testimonials of sales results, complete licensing and environmentally friendly logos on product packaging to build consumer confidence, and maximize operational management to increase sales profits. Based on the QSPM matrix, the top priority strategies to implement are establishing cooperation with modern markets, hotels, and the food service sector and participating in training programs from government agencies with a ∑TAS value of 6.90.

Disposable diaper consumption and waste in urban Ghana and Kenya: The role of manufacturing, distribution, and branding

Studies have reported widespread disposable diaper (DD) consumption in parts of urban Africa, increasing municipal waste generation and with mismanaged DD waste impacting water quality. However, the DD manufacturing and distribution systems behind this trend are little studied, yet understanding these underlying systems is critical in informing efforts to promote extended producer responsibility. This study therefore aims to assess DD brand preferences and trends in international trade in absorbent hygiene products in two case study Sub-Saharan countries. A cross-sectional survey was undertaken of 440 carers of children aged 0–36 months attending health facilities in Greater Accra, Ghana and Kisumu, Kenya. Survey analysis was supplemented by analysis of international trade in absorbent hygiene products for both countries from 2000–2021. Trade data showed DD imports to Ghana and Kenya increased from 2000–17 particularly from China, but declined thereafter. This coincided with Chinese foreign direct investment establishing DD production facilities within both countries in 2018–19, and increased DD exports from Kenya and Ghana to surrounding countries. Meanwhile, 93.0% and 94.2% of survey respondents in Greater Accra and Kisumu respectively reported using DD. In Greater Accra and Kisumu respectively, 62.4% and 45.3% of survey participants reported using the brand produced by these new domestic manufacturing facilities, with 29.8% and 40.9% using imported brands. In Greater Accra, approximately half of reported imported brands were unregistered with the regulator. Given its market dominance, we therefore recommend engagement with the leading manufacturer to identify product or waste management innovations to address water pollution from DD waste. We also recommend similar engagement with imported brand manufacturers and greater DD import regulation in Ghana, given lack of imported brand registration.

Outsourcing Strategy Selection of Original Brand Manufacturers in the Fashion Industry Under the Influence of Brand Spillover

Outsourcing Strategy Selection of Original Brand Manufacturers in the Fashion Industry Under the Influence of Brand Spillover

Sensory evaluation and consumption preferences of high-protein natural yoghurts among students of dietetics

BackgroundHigh-protein yoghurts, are recommended by dieticians as a valuable source of wholesome protein. Consumers’ expectations of yoghurts are intrinsically linked to the perceived quality and health benefits of these products.ObjectiveThe aim of this research study was the sensory analysis and evaluation of consumer preferences towards commercially available high-protein natural yoghurts. The study was designed to identify which quality and nutritional characteristics are crucial for dietetics students when choosing such products. Moreover, the factors influencing the purchasing decisions of this group were analysed, which can provide valuable information for food producers and dieticiansMaterial and MethodsThe research study was conducted among 65 students of dietetics at the Medical University of Silesia in Katowice. The examination included the sensory evaluation of eight high-protein yoghurts by means of a five-point rating scale and the analysis of consumer preferences based on a proprietary questionnaire, which consisted of questions concerning the characteristics of the study group and questions assessing consumer preferences and dietary habits.ResultsAmong the surveyed students of dietetics, 35.4% declared to consume high-protein yoghurts several times a week, mainly due to ‘positive health benefits’. In the conducted sensory evaluation, yoghurts of brands ‘A’, ‘C’ and ‘E’ scored highest, while the plant-based alternative of brand ‘D’ scored lowest.ConclusionsThe high-protein yoghurts of brands ‘A’, ‘C’ and ‘E’ outstand in terms of taste and texture, which makes them the most popular products among consumers. Products from ‘A’, ‘C’ and ‘B’ brands are also widely available on the market, which favours their popularity. Taste proved to be a key factor in the decision to re-purchase. The largest number of respondents stated their willingness to purchase ‘A’ brand yoghurt again, while ‘D’ and ‘F’ brand products were the least popular, which may be due to differences in taste preferences and the availability of these products on the market.

The Role of Trust as a Mediator in Enhancing Purchase Decisions for iPhone

This study aims to examine the influence of brand image, product quality, and lifestyle on iPhone purchase decisions in Tangerang, with trust as a mediating variable. The study is motivated by the significant increase in iPhone usage in Indonesia, despite a decline in sales observed in 2023. The sample consists of 180 iPhone users selected through non-probability sampling. Data were collected using Likert-scale questionnaires and analyzed using the SEM approach with SmartPLS 3.0. The results show that brand image, lifestyle, and trust significantly influence purchase decisions, while product quality requires trust mediation to impact purchase decisions. These findings emphasize the importance of integrating trust into marketing strategies to enhance purchase decisions.

The Impact of Social Media Content Quality on Brand Awareness and Purchase Intention for OCOP Products among Consumers in Ho Chi Minh City

In February 2023, The Vietnam Trade Promotion Center for Agriculture collaborated with TikTok Vietnam to build communication and promotion programs for OCOP - One Commune One Product. This is considered one of the outstanding events and has a positive impact on the campaign to elevate Vietnamese agricultural products and specialties. On the basis of these nationally significant activities, the authors conducted this research with the aim of exploring the impact of content quality on the social network Tik Tok on brand awareness and product purchase intention OCOP product, concurrently examines the mediating role of hedonic motive and utilitarian motive in these relationships. The study uses the partial least squares structural equation modeling (PLS-SEM) to analyze data, including 262 survey samples of users in Ho Chi Minh City who know and have watched live streams about OCOP products on Tiktok. The results show that Content quality has significant effects on brand awareness, hedonic motive and utilitarian motive. Brand awareness has an impact on purchase intention and also plays as a partial mediator between content quality and purchase intention. Besides, hedonic motives and utilitarianism both also play mediating roles in the relationship between content quality and purchase intention, and content quality and brand awareness.

Influence of Brand Image, Product Quality, and Price on Digital TV Buying Interest in Indonesia

This study examines the impact of Brand Image, Product Quality, and Price on consumer buying interest in digital TV products in Mojokerto. Using a quantitative descriptive approach, data were collected from 100 respondents through online questionnaires and analyzed using multiple linear regression with SPSS. The results show that Brand Image, Product Quality, and Price significantly influence consumer interest. A positive Brand Image builds trust and preference, high Product Quality enhances perceived value, and competitive pricing motivates purchases. These findings suggest that companies should focus on these factors to boost consumer interest in digital TVs. Future research should investigate additional factors and expand to larger urban areas for broader insights. Highlight: Significant Impact: Key factors influence consumer interest in digital TVs. Positive Perception: Strong Brand Image builds consumer trust and preference. Value Perception: High Quality and competitive pricing boost product value. Keywoard: Brand Image, Product Quality, Price, Consumer Buying Interest, Digital TV

Desain Kemasan Online: Solusi Kreatif dan Terjangkau untuk UMKM melalui Brand PackDe

Product packaging is an important element in creating the identity and attractiveness of a product, especially for small and medium enterprises (SMEs). This research aims to develop an online-based packaging design service through the PackDe platform that offers easy access, transparent pricing, and a variety of customizable design options. The methods used include literature study, competitor observation, and social media analysis to understand market needs and current design trends. The results show that PackDe is able to provide functional and aesthetic packaging design solutions, supporting SME product branding effectively. Nevertheless, challenges such as limited human resources and marketing need to be overcome to reach a wider market. The implications of this research show that digital-based packaging design innovation can improve the competitiveness of SME products in national and global markets. PackDe is expected to be a strategic partner for SMEs in creating packaging that is not only visually appealing but also has added value to the packaged product.

DAMPAK KUALITAS PRODUK, CITRA MEREK DAN PROMOSI DALAM MENCIPTAKAN KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG

This research is motivated by increasingly fierce technological competition, so companies are required to maintain the existence of their products. The aim of this research is to determine the influence of product quality, brand image, and promotion on Samsung smartphone purchasing decisions. This research uses a questionnaire method distributed to Samsung smartphone users with a sample size of 96 respondents. The sampling technique used in this research is non-probability sampling. The analytical tool used in this research is multiple linear regression analysis, where validity tests, reliability tests, and classical assumption tests have previously been carried out. The results of this research show that product diversity has a positive and significant effect on purchasing decisions; this shows that the better the product quality, the more purchasing decisions. Brand image has a positive and significant effect on purchasing decisions; this shows that the better the brand image will increase purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. This shows that the more frequently a product is promoted, the more purchasing decisions it will increase. Simultaneously, product quality, brand image, and promotion have a positive and significant effect on Samsung smartphone purchasing decisions

Digitalisasi UMKM dalam Upaya Meningkatkan Penjualan UMKM di Desa Gundi

The UMKM digitalization is carried out by utilizing digital technology to expand the marketing of UMKM products through digital marketing. The method used is the observation method by going directly to the UMKM location. The selected UMKMs in this service are UMKM Dua Putra and UMKM Tempe and Soy Milk. After conducting a survey and finding the problems faced by these UMKMs, this service carried out the development of UMKMs by making UMKM product brands and logos, making Google Maps, and making QRIS. The results and benefits obtained from this activity are first, branding UMKM products by giving the name “Tempe Ndeso” and making a logo so that it can increase consumer attractiveness and increase sales. Second, location placement on Google Maps for UMKMs so as to facilitate buyer access and increase visibility. Third, the implementation of the QRIS payment system at the Dua Putra UMKMs for an integrated digital payment system to facilitate transactions and increase payment efficiency.

FACTORS INFLUENCING THE ADOPTION OF HYBRID SOLAR-POWERED STOVES: PRODUCT QUALITY, PRICING AND BRAND PERCEPTION IN UGANDA

This study examines the factors influencing the adoption of Hybrid Solar-Powered Stoves (HSPS) in Uganda, with a focus on product quality, pricing strategies, and brand awareness. Using a correlational and cross-sectional design, the research analyzes data from 196 respondents, including employees and customers of Eco Stove and Wuja Stove companies in Kampala, Wakiso, and Mukono districts. The study finds that all three variables significantly impact the adoption of HSPS, with product quality emerging as the most influential factor (r = 0.644, p < 0.01), followed by pricing strategies (r = 0.625, p < 0.01) and brand awareness (r = 0.613, p < 0.01). Regression analysis further reveals that these factors collectively explain 59.1% of the variance in adoption, with product quality as the strongest predictor (Beta = 0.543). The study highlights that while brand awareness plays a role, its effect is secondary to the critical importance of product quality and pricing strategies in driving adoption. These findings suggest that companies in Uganda's hybrid solar stove market must prioritize product improvement, competitive pricing, and effective marketing to accelerate market penetration. The study contributes valuable insights for enhancing renewable energy solutions in Uganda, offering a roadmap for overcoming barriers to adoption and promoting sustainable energy practices. Future research could explore broader market dynamics and employ mixed methods approaches to gain a deeper understanding of consumer behaviour. ------- KEY WORDS: Product Quality, Pricing Strategies, Product Adoption

Efek Sosial Media Marketing dan Ulasan Pelanggan terhadap Branding dan Penjualan Parfum HMNS

This research aims to reveal the impact of social media marketing and customer reviews on branding and sales of HMNS perfume products. Using the Literature Review and Systematic Literature Review research methods, This research identifies how social media marketing and customer reviews influence consumer perceptions of branding and decisions in purchasing HMNS perfume products. The research results show that social media marketing and customer reviews can increase branding awareness, strengthen the brand image, and encourage increased product sales. This research also found that consumers who were involved in a social media campaign were more likely to make a purchase than brands who were not exposed to it.

Impact of Smokeless Oral Nicotine Products on Cardiovascular Disease: Implications for Policy, Prevention, and Treatment: A Policy Statement From the American Heart Association.

Smokeless oral nicotine products are addictive, and their use has potential adverse effects on some but not all biomarkers of cardiovascular risk. The use of some types of these products, for instance, is associated with an increased mortality risk in those with ischemic heart or cerebrovascular disease. Similarly, smokeless tobacco has the potential to increase the risk of oral cancer, but the risks depend on the chemical composition of the product. The market of smokeless oral nicotine products has transformed since the last American Heart Association smokeless tobacco policy statement. Several varieties of tobacco-free oral nicotine products-including oral nicotine pouches; nontherapeutic nicotine gums, lozenges, and tablets; and nicotine gummies-have rapidly proliferated. The sales of oral nicotine pouches, in particular, have increased substantially; however, no data are available on their cardiovascular or health risks. In addition, synthetic (compared with tobacco-derived) nicotine has been used in some brands of oral nicotine products, but its cardiovascular and health effects have been inadequately studied. Robust public policy levers are identified to support ending addiction to all commercial tobacco products. Critical components and policy initiatives include clinicians emphasizing the prevention of tobacco product initiation and supporting cessation with established pharmacological and behavioral tobacco dependence treatment therapies as primary goals for achieving an end to commercial tobacco and nicotine addiction.

Economic Empowerment Of Creative Wood Craftsman Communities Through The Establishment Of Communal Branding Based On Local Wisdom

The purpose of this study is to analyze the economic empowerment of the Creative Wood Craftsmen Association in Ngawi Regency, through the development of their production brand based on local wisdom. The research method used is action research, using the design thinking method (Kelly & Brown, 2018) starting from: (1) Empathize, (2) Define, (3) Ideate, (4) Prototype and (5) Test, in developing the brand name of creative wood products of the Ngawi Creative Wood Craftsmen Association. In capturing the participation of the empowered community, which is carried out in stages, starting with a Focus Group Discussion with the main stakeholders in Ngawi, creative wood craftsmen community leaders, the core administrators of the Creative Wood Craftsmen Association, to FGD with representatives of all members of the Creative Wood Craftsmen Association. The results of the study indicate that the formation of a participatory agreement from the Ngawi creative wood association on the brand image of creative wood products, the Establishment of the Ngawi Brand Name with the name "Papinkra" Ngawi, the Papinkra Tagline "Creative Wood", the New Vision "Becoming an International Class Creative Wood Craftsman", produced an output of a new brand name based on local wisdom consisting of 1. Logo, 2. Letterhead, 3. Product Catalog, 4. Stamp, and 5. Label as a brand image of creative wood products that will be used in expanding product marketing both online and offline.

The Portrayal and Branding of British Columbia Offshore Schools on Provincial Government Websites

This article examines how British Columbia (BC) portrays its offshore school program on its government websites. BC offshore schools currently operate in 11 countries, teaching the provincial curriculum to students from the local host country. Our critical discourse analysis of BC provincial government websites and videos shows that the curriculum is portrayed as a brand and the program’s rationales and goals are inconsistent. BC portrays its curriculum as a global brand that is more progressive, modern, and worldly than the countries that host offshore schools. However recent BC curriculum initiatives, such as Indigenous perspectives and knowledge, core competencies, and place-based learning are mostly absent from the discourses on the websites and videos. Based on these findings, we propose that BC revisit the rationalization for the offshore school program and how it is officially portrayed because the portrayal of curriculum as a branded product blurs the lines between public and private spaces.

Pengaruh Kualitas Produk, Persepsi Harga dan Brand Ambassador Terhadap Keputusan Pembelian: Studi pada Konsumen Produk Sepatu Ventela Semarang

This study is used to identify components that can influence purchasing decisions through product quality, price perception and brand ambassadors. This study uses a quantitative approach with examiners sending questionnaires via Google Form to one hundred respondents. Multiple linear regression tests based on SPSS 25 statistics are used in the purposive sampling method. This study tracks consumers who have purchased Ventela products in the city of Semarang. The results show that price perception has no influence on purchasing decisions. Product quality and brand ambassadors influence purchasing decisions. Ventela shoe products in Semarang City.