Brand Image Of Company Research Articles

Faktor-Faktor yang Berpengaruh terhadap Brand Image ditinjau dari Komunikasi Pemasaran

This research aims to describe each influence of the marketing mix starting from public relations advertising, personal selling, public relations and direct marketing on a company's brand image. This research uses literature review techniques with a descriptive qualitative approach. Search for literature using the Google search engine and Google Scholar with the keywords "marketing communications", "brand image awareness", "factors influencing brand image awareness", "brand image and marketing communications". The literature sought is journals, books, conference proceedings, and so on to be analyzed critically and explain what is found in each piece of literature. The research results show that the factor that influences brand image is implementing marketing communication strategies. A marketing communications strategy can create marketing information that provides value according to a comprehensive company plan. The factors that influence a good marketing strategy are marketing communication, where marketing communication is not only about promotion, but there are important elements or communication mix, namely advertising, sales promotion, personal selling, public relations and direct marketing. These five elements can influence the brand image of a company so that the company can increase sales of a product.

Strategi Meningkatkan Kepercayaan Publik (Studi Kasus: Bea Cukai Tanjung Perak)

Public relations is an important part of any organization or agency. This is because the activities carried out by public relations professionals aim and focus on building and maintaining a company's brand image and maintaining the reputation of the agency or organization in the eyes of the public. Providing understanding to the public requires parties responsible for providing information that connects organizations or agencies with the public. This party is none other than a PR or public relations practitioner. Apart from realizing that public relations plays an important role in building the image of an organization, the presence of public relations in the field of customs and excise is also recognized as a priority need. Customs and Excise Socialization functions to further strengthen community relations through the implementation of policy outreach regarding customs and excise. Customs and Excise Public Relations also relies on media to communicate with the public, including advertising, social media, and providing information on the latest developments in the customs sector. Public relations theory, public relations strategy, and social media are the theories examined in this research. This research uses descriptive qualitative research methods to collect data in the form of interviews and observations.

Transformation Of Conventional To Digital Marketing: A Study On Increasing Sales Through Digital Marketing

The development of digital technology continues to grow along with the times. Access to the internet is another development that affects people's lives. Similarly, internet access in economic activities also contributes to the development of small and medium enterprises. Micro, Small and Medium Enterprises (MSMEs) utilize information technology in running their business. This study aims to determine the right marketing strategy at Rene Café, the ultimate goal to be achieved is to significantly increase sales and present a good company brand image to consumers. The research method used by researchers in this study is a qualitative method. This type of research is descriptive qualitative, using the methods of observation, interview, and documentation. The results showed that Rene Café has not fully optimized using all social media, but the success of Rene Café in digital marketing through social media is working with influencers or content creators and consumer reviews. By collecting data and information related to marketing through social media and the influence of an influencer in providing information about products. This shows that reviews and influencers play an important role.

ANALYSIS OF SERVICE USAGE DECISIONS AND BRAND IMAGE ENHANCEMENT AT COURTESY AGENTS IN BATAM CITY

Marketing strategies have to evolve to increase service usage decisions and the company's brand image. In previous studies, it was stated that digital marketing, price, and trust were proven to influence service usage decisions and brand image. This study also aims to examine the effect of digital marketing, price, and trust on service usage decisions and brand image at Courtesy Agents, so that Courtesy Agents management can develop the right strategy to increase customers and brand image. By using quantitative methods and SmartPLS to analyze data obtained through questionnaires with respondents who are customers of Courtesy Agents services in making work permits for foreign workers, this study obtained the results that it is true and proven that digital marketing, price, and trust have a positive and significant effect on service usage decisions and brand image at Courtesy Agents, except for the price variable which has no significant effect on brand image.

THE INFLUENCE OF LOCATION AND BRAND IMAGE ON STUDENTS' INTEREST IN TRANSACTING AT BANK RAKYAT INDONESIA SUNGAI PENUH BRANCH OFFICE

This study intends to investigate the extent of the influence of location and brand image on students' interest in transacting at BRI Kanca Sungai Penuh. The research found that location positively and significantly influenced students' interest in transacting. This contrasts with the brand image, which has no effect on students' transaction interest. However, location and brand image have a positive and significant impact on student interest in transacting, with location being the most influential variable affecting student interest in transacting at BRI Kanca Sungai Penuh. After considering the study's findings, it's clear that the brand image has a relatively low impact on students' willingness to transact. Before using a company's products, students should acknowledge the company's brand image, especially consumer and service firms. This is attributable to the fact that a company's image reflects the quality of its products.

Strategi Brand Image Pada Rumah Makan Ayam Geprek Sai di Kabupaten Lamongan Prespektif Studi Kelayakan Bisnis Islam

This study focuses on the strategic brand image of Ayam Geprek Sai Lamongan Branch in the context of Islamic business. This research aims to understand the influence of Islam on consumer perceptions of a company's brand image and its impact on business success, financial performance and reputation. This study uses qualitative and descriptive research methods to analyze the brand image of Ayam Geprek Sai Lamongan Branch. This research focuses on studying the Islamic business environment in Lamongan Regency, especially Rumah Makan Geprek Sai. This research uses descriptive qualitative methods to collect data from restaurants and data sources collected through observations. This study contributes to the understanding of Islamic business feasibility studies and the potential that can contribute to company success.

Evaluation of Home Product Quality Using the Importance-Performance Analysis Method at PT. Galaxy Alam Semesta

Government support for the property sector through incentive policies, such as the Ministry of Finance Regulation on Government-Borne Value Added Tax (VAT-GOV) on properties, was reintroduced in 2024 to boost economic growth, focusing on the delivery of new landed houses and new apartment units. In this context, property and real estate companies are required to maintain customer satisfaction, which is the key to the company's success. Customer satisfaction not only reflects product quality but also influences the company's brand image. To understand customer satisfaction with product quality, particularly landed houses, PT. Galaxy Alam Semesta conducts periodic surveys of its customers. However, survey results from the first semester of 2023 indicated that customer satisfaction with the quality of houses was still below the company's standards. Therefore, this research aims to evaluate the quality of PT. Galaxy Alam Semesta's houses using the Importance-Performance Analysis method. This research will identify attributes that need quality improvement priority, with the hope of enhancing customer satisfaction and the company's image, as well as utilizing the House of Quality to determine the priority of these improvement proposals. The analysis results indicate that the attributes requiring quality improvement priority are even and non-streaky paint, straight wall corners, even wall and ceiling surfaces, smoothly and easily operable doors and windows, neat and even paint and sealant, even tile installation, and precise and neat installation of door and window accessories. From the analysis of the proposed improvement, five main priorities were identified: increasing the frequency of supervision and inspection to ensure compliance with quality standards, setting limits on the number of units overseen by building supervisors, using higher quality paint, evaluating the quality of door accessories and tile materials, and conducting regular evaluations and selections of contractors.

Pemetaan Persepsi Konsumen untuk Meningkatkan Daya Saing Produk: Studi Kasus T-shirt Libre Everyday

In competing, it is important to understand consumer perceptions of products. Even though consumers are satisfied with the company's brand image, the company can still lose its customers. Companies need to identify consumer characteristics in their marketing strategy, because this can help formulate the right position for the product. Understanding the concept of product or brand positioning is very important to maintain the company's continuity in competition. This research aims to determine product positioning based on consumer perceptions of product attributes. Consumer perception mapping was carried out on the Libre Everyday t-shirt product using a purposive sampling method involving 70 respondents who had been t-shirt users for more than two years and were familiar with at least three specified t-shirt brands. The data obtained was processed using IBM SPSS 23 software to produce perceptual mapping. The calculation results show that this perception map model is feasible and acceptable, as proven by the goodness of fit test with an R-square value of 0.15312 and a stress value of 0.97814. This perception map depicts brand positioning, product attributes, and closest competitors. To increase product competitiveness, it is necessary to improve product positioning by utilizing superior product attributes, improving marketing communications, and adding marketing channels.

The Influence of Service Quality and Brand Image on Customer Loyalty Mediated by Customer Satisfaction: in Indonesia Coal Mining Industry

Indonesia is one of the largest coal producers and exporters in the world. Since 2005, when it surpassed Australia's production, Indonesia has become the leading exporter of coal. Coal companies in Indonesia compete with each other to gain limited market share and meet growing demand. PT. Bukit Asam Tbk is the only coal producing company which is a state-owned company (BUMN) among nine others that private company. PT. Bukit Asam Tbk has met quality standards by being ISO (International Standardization of Organization) certified and has several sales achievements and is among the best new stone producing companies in Indonesia. Obtaining several company awards and certifications is expected to improve the company's brand image and increase customer satisfaction as a trusted coal company. The quality of customer service can also influence a company's image and lead to customer satisfaction. This research used a sample of 228 respondents who were consumers or buyers of coal from PT Bukit Asam Tbk, both domestically and internationally. The analysis model in data processing uses SEM Lisrel 8.8. The findings reveal that Service quality and brand image have a positive and significant influence on customer satisfaction. Brand image has no influence on customer loyalty. Customer satisfaction and service quality have a positive and significant influence on customer loyalty.

Visual Merchandising Pada UMKM KEDJORA Magelang

Visual merchandising is an important strategy in the retail world which aims to attract customers, increase sales and strengthen a company's brand image. However, this concept also has the potential to provide wider benefits to society in general. This community service involves direct observation of visual merchandising practices at Kedjora Grosir Magelang MSMEs, as well as interviews with shop owners and the local community. The findings show that by using the right visual merchandising strategies, stores can become more environmentally friendly, promote local products, and provide education about relevant social issues. Community service through visual merchandising can provide benefits such as increasing awareness of environmental and social issues, empowering local producers, and creating an inclusive shopping environment for all levels of society. In addition, this initiative can also increase the sustainability of the local economy and create stronger relationships between stores and the surrounding community. This community service shows that visual merchandising is not just about creating aesthetically appealing displays, but also about harnessing the power of retail stores to have a positive impact on society. Therefore, the integration of community service principles in visual merchandising strategies can be a significant step in building sustainable relationships between business and society.

STRATEGI KOMUNIKASI PARADOX COFFEE AND ROASTERY DALAM MEMBANGUN BRAND IMAGE MELALUI MEDIA SOSIAL INSTAGRAM

The communication strategy in building the company's brand image is part of the demands of PR practitioners to adapt to digitalization developments and utilize new media. In responding to these demands, Paradox Coffee and Roastery is present in the community and responds to these demands based on what the community needs. This is done by publishing informative and educational content via the Instagram account @paradox.creative with the aim of influencing stakeholders to follow and visit their coffee shop. The purpose of this study was to determine the communication strategy of Paradox Coffee and Roastery in building a brand image through Instagram social media. The theory used in this study is social media engagement theory and the concept of communication strategy. This study uses a type of qualitative research. The results of this research consist of 4 strategy stages, including: 1) Stage of getting targets and opportunities, 2) Stage of content creation, 3) Stage of Audience Engagement, 4) Stage of evaluating the program being run, Through the Instagram account Paradox Coffee and Roastery creates and packages informative and educational content through Instagram feeds and stories which contain information and engagement content so that it gets intense interaction when the publication is made, the strategy chosen by Paradox Coffee and Roastery can increase its positive image in the community as the first local coffeeshop to come with a modern and minimalist concept.
 
 
 Keywords: Communication Strategy, Publication, Social Media, Instagram.
 

ІННОВАЦІЙНИЙ МАРКЕТИНГОВИЙ МЕНЕДЖМЕНТ КОНКУРЕНТОСПРОМОЖНОСТІ ПРОДУКЦІЇ СОЦІАЛЬНО-ВІДПОВІДАЛЬНОГО ПІДПРИЄМСТВА

The article explored the significant role of innovative marketing management in enhancing the competitiveness of products at socially responsible enterprises in modern conditions of globalization and growing competition, particularly focusing on "Moloko Vitchyzny". The purpose of the article is to determine the impact of innovative marketing strategies on increasing the competitiveness of products and improving the social responsibility of the enterprise. The article delved into the integration of compost production as a novel approach in the process of diversification of production, emphasizing its profitability and effectiveness in addressing environmental issues related to waste utilization. The study highlighted the diversification of activities as a strategic move to expand product range and attract new consumers, thereby solving ecological challenges and improving the company's brand image. This innovative marketing strategy, which incorporates social responsibility and ecological safety, proves to be crucial for achieving sustainable development and maintaining competitiveness in today's market. The research confirmed that adopting such innovative approaches not only aids in surviving market fluctuations but also thrives by meeting the evolving needs of consumers and contributing positively to societal and environmental welfare. Furthermore, the implementation of these strategies underscores the pivotal importance of innovation in marketing and product management for fostering a culture of corporate social responsibility and environmental stewardship. An innovative approach in marketing management that takes into account social responsibility and environmental safety is а key to achieving sustainable development and competitiveness in the modern market. The authors noted that by aligning business goals with societal values, socially responsible enterprises like "Moloko Vitchyzny" not only enhance their market presence but also contribute to the broader goal of sustainable global development, showcasing the integral role of ethical business practices in today's competitive and environmentally conscious market landscape.

The Influence Of Perceived Benefit And Ease Of Use On Interest In Using The Ovo Digital Wallet

This research aims to determine the influence of perceived usefulness and ease of use on interest in using the OVO digital wallet. This research uses associative research methods with data collection through surveys and non-probability sampling techniques. A total of 100 respondents were taken as samples in this research. The data was then analyzed using multiple linear regression analysis for goodness of fit tests such as the t test, f test, and R2. The research results show that perceived usefulness and ease of use have a positive and significant influence on interest in using the OVO digital wallet. These findings indicate that perceived usefulness and ease of use are the factors that most influence interest in using the OVO digital wallet. Apart from that, the appearance of the features also has an important influence on application usage. An attractive appearance can increase consumer satisfaction and encourage further application use. Therefore, companies must continue to innovate to improve the appearance of application features and beautify them. Apart from the display features, the company must issue various promos, discounts and free vouchers to attract consumers to use the OVO digital wallet application. This can increase interest in using the application and strengthen the company's brand image. Apart from that, companies must consider good quality customer service and ensure that the application can always be used smoothly. Overall, this research provides useful information for companies in developing OVO digital wallet applications. By paying attention to perceived benefits, ease of use, feature display, and promotions, companies can increase interest in using the application.

Analysis of the Effect of Marketing on Enterprise Brand Establishment: Take Coca-Cola as an Example

Coca-Cola is a fantastic illustration of how powerful marketing can establish a brand and foster consumer devotion. The success of the business is largely a result of its ability to forge an emotional bond with its clients through its marketing initiatives. The research analyzes the marketing strategies of Coca-Cola using literature analysis. It concludes that brand recognition and brand loyalty have been greatly increased by Coca-Cola marketing activities. In its history, the corporation has produced some of the most recognizable and famous advertising campaigns, including the "Share a Coke" and the "Mountain Top" ads. Through these initiatives, Coca-Cola was able to engage with its consumers on a more personal level, which aided in solidifying the company's brand image. The company's market share was also increased in part by Coca-Cola's marketing initiatives. Due in great part to the company's marketing initiatives, Coca-Cola's products hold the largest market share for carbonated beverages. The business has been successful in efficiently promoting its goods and building a strong brand identity that appeals to customers. Additionally, Coca-Cola's marketing strategy has placed an emphasis on enhancing the company's reputation as well as promoting its products. With bottlers and partners, as Santa Claus, and in performances during World War II, Coca-Cola has participated in a variety of social and cultural endeavors. These initiatives have helped to create a positive image for the company and increase the loyalty of Coca-Cola fans.

A STUDY ON “IMPACT OF EMPOWERMENT OF WOMEN EMPLOYEES ON ORGANIZATIONAL PERFORMANCE”AT VENKATESHWARA CLOTHING COMPANY (A UNIT OF GOKULDAS EXPORT) YALAHANKA, BANGALORE.

Women’s empowerment and improved organizational reputation. As the company promotes gender diversity and inclusivity, it resonates positively with customers, investors, and stakeholders, boosting the company's brand image and customer loyalty. Empowering women employees within the company has resulted in enhanced overall performance. Through a grouping of qualitative and quantitative research methods, it is evident that fostering an environment of gender equality and empowerment has led to numerous positive outcomes. We have collected data using questionnaire in Google form and we used 5 scale likert scale. Based on the data we analyzed using software called SPSS software and we used null and alternative hypothesis based on result. Based on the result we prepared findings and suggestions for the findings. Problem-solving Furthermore, their enhanced representation in leadership positions has created role models that inspire and motivate both women and men in the business. Based on the Empowerment initiatives such as leadership training, skill development, flexible work arrangements, and inclusive policies have contributed to higher employee morale, job satisfaction, and commitment. KEYWORDS: Women Empowerment And Organizational Performance, Employees Satisfaction, Employees performance.

Digital branding communication model for the Yogyakarta "JIH" Hospital managed by the digital creative agency, Kotakmedia Indonesia

Marketing communication has progressed quite rapidly; many changes have also occurred in the business industry, including the marketing communication model. In today's all-digital era, digital marketing communications, in this case digital branding, are increasingly being used in promotional activities. One of the most sought-after services in today's digital era is a digital agency. This study analyzes the digital branding communication model on social media at the Yogyakarta "JIH" Hospital, which is managed by the digital creative agency Kotakmedia Indonesia. The purpose of this research is to describe the communication model and management of digital branding on the social media of Yogyakarta "JIH" Hospital, which is managed by the digital creative agency Kotakmedia Indonesia. The research method used is descriptive qualitative with a case study approach. The results of this study indicate that the digital branding communication model for the Yogyakarta "JIH" Hospital, managed by the digital creative agency Kotakmedia Indonesia is effective and has a positive impact on expanding the audience and increasing the company's brand image. As well as successfully obtaining plenary-level hospital accreditation. However, there are several shortcomings that can still be improved, namely, the uneven management of social media. According to social media researchers, attention must be evenly distributed, not only focusing on Instagram but also paying more attention to other social media, namely Facebook, Twitter, and YouTube.

Pengaruh Brand Trust Dan Brand Image Terhadap Loyalitas Nasabah Dalam Menggunakan Asuransi Jiwa Pada Ajb Bumiputera 1912 Medan

The high growth of service companies in Indonesia encourages companies to attract the hearts of their customers in order to become loyal customers of the company's products, one of the service companies that continues to grow in Indonesia is a service company in the insurance sector. Where life insurance is now seen as important and necessary in everyday life. One alternative approach that is widely used by companies is to create brand trust and the company's brand image to gain customer loyalty. This study aims to determine the effect of brand trust and brand image partially or simultaneously on customer loyalty in using life insurance at Ajb Bumiputera 1912 Medan. The method used in this study uses a quantitative method by taking 89 respondents from selected customers as research samples through probability sampling technique with calculations using the slovin formula. The questionnaire uses hypothesis testing with SPSS version 25 software and uses linear data using multiple linear regression analysis methods. The results of this study simultaneously from the variable brand trust (X1) and brand image (X2) have a positive and significant effect on customer loyalty. And partially the variables brand trust (X1) and brand image (X2) also have a positive and significant effect on customer loyalty in using life insurance.
 Keywords : Brand Trust, Brand Image, Customer Loyalty, Life Insurance

Strategi Public Relations Mandalika Grand Prix Association (MGPA) dalam Manajemen Event World Superbike 2022

Advances in technology and the digitalization of information have resulted in the media convergence movement growing and technological advances becoming more rapid. In today's media convergence era, there are various options in event management. This study aims to find out how the role of the Mandalika Grand Prix Association (MGPA) in the 2022 World Superbike event in Mandalika amidst media convergence. More than 50 thousand spectators came to watch the 2022 WSBK in Mandalika. This figure exceeded the initial target of 45 thousand viewers. One of the aspects that made the WSBK 2022 event successful was the event promotion strategy that was able to bring in tens of thousands of spectators. This success is inseparable from the role of Public Relations in branding and making events attractive. Public Relations must be observant in packaging events so as not to generate risks and issues in the community. This research is a constructivist paradigm and uses a descriptive qualitative approach, using the Ronald D. Smith model which analyzes the Public Relations strategy through 4 stages that identify 9 steps in planning public relations activities. From the research results, it was found that MGPA's Public Relations succeeded in utilizing technological advances as a means of event management to become more effective. able to build the image of World Superbike 2022 to become an event that is trusted by the community and its stakeholders. MGPA's Public Relations has succeeded in carrying out four PR roles in building the company's brand image, namely: (1) as a communicator for company stakeholders; (2) making publications; (3) carrying out Corporate Social Responsibility (CSR) activities; and (4) building the company's image program.

Pelatihan Tata Kelola Manajemen dan Digital Marketing bagi Kelompok Pengrajin Budi Sangkar

Purpose: The purpose of this service aims to increase sales of bird cages to the Budi Sangka craftsman group. The Budi Sangkar craftsmen group is a group of bird cage craftsmen who are located in Banjarsari Village, Ajibarang, Banyumas. This service is carried out by accompanying and training the Budi Sangkar craftsman group in terms of management, digital marketing, and advertising/promotion style to increase the sales of the craftsmen group during the Covid-19 pandemic. Methodology: This service uses a methodology that is divided into 3 steps:1) team coordination with partners, 2) training and mentoring, and 3) monitoring and evaluation. Result: The result of the services show that partner’s sales and profit increased by doing: 1) counseling on management, 2) training on making marketing plans, 3) training on managing good human resources so that motivation and performance increase, 4) training and digital marketing assistance through social media and e-commerce, 5) training on promotional diction or language style in marketing/advertising/promotion that is appropriate and appropriate for HR to improve speaking and writing skills in promoting their craft, 6) training and assistance in managing social media, 7) training and assistance in making promotional flyers so that improve the company's brand image. Limitation: The limitation of this service has not been carried out continuously and requires continuity of mentoring activity. Contribution: The contribution is increasing the partner’s sales and profits.

The Effect of Key Opinion Leader, Instagram, and Digital Campaign through Brand Image on Brand Awareness in Evoria Products

Technology has brought major changes to human civilization, with almost everyone using technology in their daily lives, such as communicating through social media, shopping through e-commerce, and searching for information via the internet. This study uses the Amos Structural Equation Model method to examine the relationship between Key Opinion Leaders, Instagram, Digital Campaign, Brand Image, and Brand Awareness. The results of the study show that Key Opinion Leaders, Instagram, Digital Campaign, Brand Image, and Brand Awareness have a significant direct influence on Brand Image. With the increasing use of Key Opinion Leaders by Evoria, the company's Brand Image has also increased. The same applies to the use of Instagram and Digital Campaign, this study confirms that Brand Image has a direct and significant influence on Brand Awareness. These findings show the importance of Evoria to pay attention to and increase the use of Key Opinion Leaders, Instagram, and Digital Campaigns in an effort to build a strong Brand Image and Brand Awareness.