Minds Of Consumers Research Articles

Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Busana Muslim Pada Member Rabbani Jombang

Brand Image or can be called Brand Image is a perception of a brand Brand about the brand associated with brand associations that appear in the minds of consumers. One of the factors that can affect the brand image of a company's product is quality. Quality related to product quality offered by manufacturers with a particular brand. The purpose of this study was to determine whether brand image and product quality variables significantly influence purchasing decisions of Rabbani members in the city of Jombang. This research uses quantitative research using descriptive statistics, validity test, reliability test, classic assumption test, partial and simultaneous hypothesis test, and coefficient of determination with the help of the IBM SPSS Statistics 20 program. The number of samples is 110 Rabbani members in Jombang. Data collection uses a non-probability sampling technique by means of purposive sampling. Data collection was carried out by distributing questionnaires. The results showed that (1) brand image has an effect on purchasing decisions (2) product quality has an effect on purchasing decisions (3) brand image and product quality has an influence on purchasing decisions.
 Keywords: Brand Image, Buying Decision, Product Quality

The Influence of Celebrity Endorsers on Shampoo Purchase Decisions Through Brand Image as an Intervening Variable

The more intense competition in the advertising sector, companies compete to carry out promotions. In compiling advertisements, companies need to pay attention to the advertising messages that are created in the minds of consumers. Different appeal is needed to attract the attention of their consumers and to bring up a good brand image in the minds of consumers so that it can cause purchase decision of the products advertised. The respondents of this research are women consumers who had seen shampoo Clear Women advertisement with Agnes Monica as a celebrity endorser. This type of research is quantitative research, the sampling technique used is judgmental sampling, a sample of 110 respondents with Path Analysis analysis techniques. The result of the research is that celebrity endorser has a positive effect on a brand image but has a negative effect on purchasing decisions, while the brand image has a positive effect on purchasing decisions.

Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Skincare Scarlett Di Kota Bima

Business competition is increasingly dynamic, complex and uncertain. Not only does it provide opportunities but also challenges. This makes every company compete to achieve a competitive advantage in order to fight for market share. Every effort will continue to be made to attract potential consumers by providing information about the products they have. Companies compete with each other in marketing their products in order to position their products appropriately in the minds of consumers.

The Influence of E-Wom #Pakaisomethinc in Tiktok Towards Somethinc Consumer Perception

Current study aims to measure the effect of electronic word of mouth (E-WOM) variables on consumer perceptions of the advertisement for the Something brand with the hashtag #PakaiSomethinc on TikTok social media. This research was conducted using quantitative methods with descriptive research types. The sampling technique used in this research is probability sampling with simple random sampling technique. Through sample calculation using the Bernoulli formula, a sample of 385 respondents was obtained. Empirical data were collected through a Google Form-based questionnaire and data were analyzed using the Normality test, heteroscedasticity test, correlation coefficient test, coefficient of determination, simple linear regression. The findings in this study indicate that the electronic word of mouth strategy which includes the quantity, credibility, and quality of information contained in the E-WOM #PakaiSomething strategy on the TikTok platform can significantly influence consumer perceptions. The results of the correlation coefficient test of 0.789 provide an understanding that the relationship between the two variables is included in the "Very Strong" category. Calculation of the coefficient of determination also confirms that the consumer perception variable can be explained or predicted by 62.3% by electronic word of mouth (E-WOM) variables. While the remaining 37.7% (100% - 62.3%) can be explained by other factors not examined in this study. This research is able to make a theoretical contribution to the literature and practically for Something to strengthen its brand and products so that the E-WOM strategy can run successfully and be able to create a positive impression in the minds of consumers

PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP NIAT BELI ULANG

Various brands of instant coffee that exist cause a variety of choices in the minds of consumers that can affect the repurchase intention of coffee brands. Banyuatis Coffee is one of the companies that produce instant ground coffee which is having problems with repurchasing intentions from consumers. This study aims to analyze the effect of brand image, product quality, price perception on repurchase intention. This research was conducted on consumers who have consumed and purchased Banyuatis Coffee products in Denpasar City. The number of samples determined was 105 respondents. The analysis technique uses Multiple Linier Regression Analysis, Classical Assumption Test, T Test, F Test, Determination Coefficient Test. The results showed that brand image had a significant positive effect on repurchase intentions, product quality had a significant positive effect on repurchase intentions and price perceptions had a significant positive effect on repurchase intentions of Banyuatis Coffee consumers in Denpasar City. To maintain consumer repurchase intentions by giving a positive impression of the brand in the minds of consumers, maintaining product quality, and choosing appropriate prices to create positive perceptions of prices in consumers' minds

The Influence of Work Conflict, Workload on the Productivity of New Refrez SPA Therapists Mediated by Job Satisfaction

The Spa industry has experienced significant growth in recent years. More and more people are realizing the importance of health care. Given that the target of the spa market is the middle to upper class, price is not a very important consideration but what is more sought after is the quality and comfort of the services provided. Therefore, the human resource factor (HR) in the spa company must be considered in order to create satisfaction in the minds of consumers. The purpose of this study was to analyze the effect of work conflict, workload on the work productivity of New Refrez Spa therapists mediated by job satisfaction. Data collection was carried out using a questionnaire. The number of samples used was 35 people using the saturated sampling method. The data analysis technique uses SEM-PLS. The results showed that work conflict, workload had a negative and significant effect on the work productivity of New Refrez Spa Therapists. Job satisfaction has a positive and significant effect on work productivity. Job satisfaction can partially mediate the effect of work conflict and workload on work productivity. The implication of the research is to increase productivity, through minimizing work conflicts, determining measurable workloads so as to achieve optimal job satisfaction and work productivity.

Marketing insight from consumer reviews: Creating brand position through opinion mining approach

PurposeBrand managers can determine the ideas, perceptions, or experiences of consumers about their brands and their competitors through traditional marketing research techniques such as focus group discussions, surveys, and in-depth interviews. Through these methods, brands can observe the visual expression of consumer perceptions concretely by using perception maps or radar chart techniques. However, traditional methods have certain limitations. The validity of brand positioning in perception maps may be questioned since consumers' answers to survey questions can be misleading, consumers may express opinions about a product that they have not purchased yet, and other methods may divert the opinions of consumers at a specific stage.In this study, global brand positions in the minds of consumers were concretized through perception maps by analyzing product comments on e-commerce sites through the use of opinion mining/sentiment analysis, one of the text mining methods. Moreover, perception maps and radar charts were created for the selected brands by forming the dataset from consumers’ reviews about brands and products in online environments. perception map errors caused by traditional methods have been prevented by using opinion mining/sentiment analysis, which constitutes the originality of the research. Design/methodology/approachIn this study, the text mining method, which includes opinion mining and sentiment analysis techniques, has been used to create perceptual maps from consumer reviews about products on e-commerce platforms. The TF*IDF method is used to identify the features to be compared in the perceptual map, which selects the features with weighted importance among the features mentioned by consumers in their comments. In this study, a lexicon-based opinion mining technique has been used to assign sentiment scores to consumers' comments on e-commerce websites for each product and its specified features. FindingsThe findings of the study have illustrated the areas in which the brands are evaluated as “insufficient” or “successful” by consumers within the framework of the characteristics selected in the study. It has been revealed that the method used in the research can provide accurate results for brand managers to make positioning decisions and develop effective marketing strategies. Research limitations/implicationsThe research has been conducted by analyzing product reviews about selected brands on e-commerce platforms. The comments selected within the scope of the research include only those written in the Turkish language, and the evaluations have been carried out on the comments made until a specific date. Originality/valueIn this study, the analyses of the comments on the selected brands have ensured that the businesses are informed of the level of perception about their products in the market and that the research is based on a holistic approach that helps other consumers to develop a perspective on a specific product based on the comments of a consumer who shares his/her experience about the aforesaid product.

Achieving New Exsport Brand Equity through Improvement of Social Media Marketing Effort (SMME) to Increase Sales

The creative industry in Indonesia is currently in the spotlight because it contributes significant value to the economy in Indonesia. Therefore, bags brand also plays an increasingly important role in Indonesia’s manufacturing sector and bags industry is one of creative economy in Indonesia. But, fashion industry need more than just only good quality product or good design product, to compete in nowadays, a brand must develop their customer relationship followed by the brand perception. Developing a dynamic and competitive business world demands the company to changes the orientation to the way they create the product, maintain its products, attract customers, and handle competitors. A deep understanding of how product information of a brand competes in the minds of consumers in the intense market competition is very crucial. This research will be used to create a marketing plan for the Exsport bags brand. The study utilized to produce the alternative approach is based on observations of the brand’s internal and external analysis. The qualitative technique, and TOWS analysis are used in the strategy analysis. The qualitative method is used to assess existing market knowledge, which will lead to the identification of new brand value after rebranding, where TOWS analysis will define numerous potential strategies based on external and internal brand analysis. The strategy developed by this research focus on developing a new online media strategy to showcase Exsport’s new value, as well as the relevant strategy used by the firm to compete in the future market.

PENGARUH PENGALAMAN MEREK TERHADAP KESETIAAN MEREK MELALUI KEPUASAN MEREK

This study was conducted to determine the effect of brand experience on brand loyalty through brand satisfaction. The sample size in this study was 69 respondents. The sampling technique used in this research is Non-Probability Sampling with Purposive Sampling for an infinite population. The analysis technique in this study uses descriptive data analysis and inferential statistical analysis using the statistical method of Structural Equation Modeling (SEM) using SmartPLS 3.0. The results of this study conclude that brand experience has a significant effect on brand satisfaction. Brand experience also has a significant effect on brand loyalty, and brand experience has a significant effect on brand loyalty through brand satisfaction. Based on the results of the study, Converse Armada Town Square Magelang should be able to create and improve a positive experience with the Converse brand so that it is expected that there will be satisfaction in the minds of consumers due to the similarity between the performance generated by the Converse brand and consumer expectations regarding the Converse brand. The existence of a positive brand experience and satisfaction in the minds of consumers will then trigger the birth of brand loyalty. Keywords: Brand Experience, Brand Satisfaction, Brand Loyalty.

Mining Chinese Consumer Minds: Motivations for Selling Unwanted Fashion Items in Online Resale Marketplaces

With the development of China’s fashion resale market, sustainable consumption patterns have gradually become popular in China. Although the prospects of China’s fashion resale market are recognized, more and more consumers are also actively participating in the circular consumption model. Consumers have multiple identities in participating in resale, and can be sellers or buyers. However, the sales intention of Chinese consumers to participate in resale as sellers is still unclear. We need to understand what value Chinese consumers are looking for in resale as sellers. The focus of this exploratory study is to understand the intention of Chinese consumers to sell unwanted fashion items as sellers to determine the key attributes that affect customer value and participation. This study applies consumer value theory to explore consumers’ sales intentions and potential themes. This empirical study collected a sample of 1217 seller resale reviews from social media platforms, using LDA text mining, textual point of view extraction, and co-occurrence plotting for data analysis. Nine potential themes were drawn. The results show that lifestyle change is the primary reason why most consumers participate in resale. The perception of their self-concept prompts Chinese consumers to participate in resale. This article provides theoretical and practical significance.

Online consumer reviews of a sport product: an alternative path to understanding brand associations

PurposeThis study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.Design/methodology/approachA total of 800 reviews were collected and categorized into 13 brand association dimensions derived from previous literature. Reviews were further categorized into three valence types (i.e. positive, negative and neutral) via a correspondence analysis.FindingsA correspondence analysis revealed that positive product reviews were highly linked to performance and product-related attributes, while negative reviews were related to conformance associations. Additionally, the results showed that product-related (90.8%) attributes, experiential benefits (89.1%) and functional benefits (86.6%) were the most frequently communicated brand associations. The findings of this study underline the credibility of assessing brand associations from the consumers’ experience, through online consumer reviews.Originality/valueThe findings of the current investigation contribute to existing knowledge by examining consumer-based brand equity (CBBE) in an online setting. Previous, CBBE literature suggests that brand associations are held in the minds of the brand's consumers. To date, however, few studies have examined brand associations generated by consumers and instead have relied upon brand association dimensions developed by the researcher as opposed to the consumer (Ross et al., 2006). This, study however, utilized online sport product reviews as a source of consumer derived brand associations, and, therefore, will further the knowledge as to how brand associations are identified and measured.

Re-Branding Logo Sebagai Upaya Peningkatan Daya Saing Usaha Pada UMKM Dapur 68 Di Kelurahan Klampis Ngasem

Micro, Small and Medium Enterprises (MSMEs) are business activities carried out by individuals or groups that aim to prosper individuals and groups. The KKN-T team identified that one of the problems lies in the lack of branding on the products being marketed, one of which is the problem of rebranding the MSMEs Kitchen 68 logo, namely not having knowledge about branding, not having a good entrepreneurial spirit and what is no less important is still not getting assistance related to technical strategy. branding for MSMEs. The purpose of branding is to introduce a product or to the wider community, build public trust in a product, and to form public perceptions of a product being sold. The function of branding is as a means of instilling a positive image in the minds of consumers, so that it needs to be understood by MSMEs actors. The method used in this activity is to use the mentoring method. The steps taken include observation, mentoring and logo creation. Based on the problems described above, it is therefore very important for community service activities to be carried out for MSMEs Kitchen 68 actors in Klampis Ngasem Village, Surabaya in re-branding the logo.

The Impact of Frugality on Green Brand Image. In the perspective of Attitude Behavior Context Theory

Purpose- The research study examines the role of frugality in green brand image. ABC theory is underpinned in the study to see how frugal consumers perceive the green brand image product. Design/methodology/approach- The data of the current research study was collected from the 448 respondents which were the residents of Rawalpindi, Islamabad, and Wah Cantt. Findings- According to the research, frugality has a negative impact on the green brand image according to price and quality. Consumers who are on a low budget sometimes equate cheaper costs with lesser quality and may doubt the worth of environmentally friendly items. Their skepticism of sustainability promises and perceptions of eco-friendly products might undermine the brand's reputation. To change these preconceptions, it is essential to communicate the value and long-term advantages of green goods effectively. Research Practical Implications- Marketers have to make awareness about their product and make it economical so that consumers can fulfill their needs and change their perception of green brand image products. Originality/value- There are not enough research studies that show the impact of frugality on green brand image. This study emphasized the frugality of consumers upon the green brand image. The green brand product image creates a high price perception in the consumer's mind whereas the consumer seems to find less price and high-quality products to fulfill needs and wants.

Segmentation, Targeting and Positioning in Determining Product Purchasing Decisions

Segmentation, targeting and positioning strategies are a way of marketing strategy to face competition and more easily map out several market segments, targets to be addressed and product positions that have a special place in the minds of consumers. Meanwhile, the segments, targets and positions set are the strengths of the company so that they can serve all the needs of consumers and influence purchasing decisions. This study aims to determine and analyze whether segmentation, targeting and positioning influence the purchasing decisions of Vaseline products in Lumajang. The sampling technique in this study used incidental sampling, which is a sampling technique based on the chance to meet a researcher. A sample can be used if the person is found by chance and is suitable as a data source. The sample in this study were 60 respondents. While the data analysis techniques in this study used instrument tests, classical assumption tests, multiple linear regression tests, hypothesis testing and statistical tests with the SPSS 21 program. The results of this study indicate that segmentation, targeting and positioning have a significant effect simultaneously on purchasing decisions for Vaseline products in Lumajang. The segmentation strategy that has been set needs to be reconsidered so that sales will increase.

Effects of media portrayal on perceived cruise risk, image, and intentions

This research examines how news media portrayal of Covid-19 cases on cruise ships can produce decision biases. Two experiments were conducted in which news stories were varied according to format, base rate, framing and number size. The results demonstrate that prior cruise experience increases travel intentions and cruise image and lowers perceptions of cruise risk. Perceived risk is higher when the number of cases is presented in concrete numbers versus abstract percentages. Negative framing increases perceptions of cruise risk versus positive framing, especially when expressed in small numbers. The results extend beyond Covid-19 by demonstrating that sensationalism in the news media can result in decision biases that over- emphasize negative outcomes and increases risk perceptions in the minds of consumers. The findings suggest travel companies should work together with news media outlets when crisis situations arise to shift away from sensationalism and provide concrete information that is useful for consumers.

Consumers' Needs for Laboratory Results Portals: Questionnaire Study.

Over the last decade, there has been an increase in the number of health care consumers (ie, patients, citizens, and laypeople) with access to their laboratory results through portals. However, many portals are not designed with the consumer in mind, which can limit communication effectiveness and consumer empowerment. We aimed to study design facilitators and barriers affecting consumer use of a laboratory results portal. We sought to identify modifiable design attributes to inform future interface specifications and improve patient safety. A web-based questionnaire with open- and closed-ended items was distributed to consumers in British Columbia, Canada. Open-ended items with affinity diagramming and closed-ended questions with descriptive statistics were analyzed. Participants (N=30) preferred reviewing their laboratory results through portals rather than waiting to see their provider. However, respondents were critical of the interface design (ie, interface usability, information completeness, and display clarity). Scores suggest there are display issues impacting communication that require urgent attention. There are modifiable usability, content, and display issues associated with laboratory results portals that, if addressed, could arguably improve communication effectiveness, patient empowerment, and health care safety.

Analysis of The Effect of Brand Image and Perceived Quality on Customer Loyalty Through Customer Satisfaction as an Intervening Variable (Case Study PT. Sempurna Sukses Sejati)

To improve the company's performance in overcoming the tight competition in the stationery industry at this time, research should be conducted on how the brand image of ESCO products in the minds of consumers and how the perception of the quality of ESCO products according to consumers who use them. This research was conducted to find out how far the ESCO brand products have developed in the community and whether they can compete in the market with various brands and similar products. Therefore, this study also wants to analyse the extent to which consumers are loyal to the brand and how far the satisfaction has been obtained. Consumer satisfaction is something that can encourage consumers to be more loyal to a brand and consumer loyalty to the brand is very important for the company because it will bring long-term profit and benefits to the company's products in the future.

A Conceptual Research on the Relationship between Consumer and Advertisement of Neuromarketing

This article aims to examine neuromarketing and neuromarketing techniques, to reveal the effect of neuromarketing on consumer behavior and advertising. Due to today’s increasing competition conditions, manufacturers want to read the minds of consumers to promote their products and achieve brand success. For this reason, it is very important to determine consumer behavior and the factors that trigger the purchase. Consumers’ perception of the advertisement and how they remember it is of great importance for marketing and brand success. What consumers say and think about the advertisement may not be consistent in some cases. So how can we identify the factors that cause the brain to buy a particular product? At this point, the importance of neuromarketing in discovering the subconscious thoughts of consumers emerges. Neuromarketing is of great importance in making advertising more effective. It can be determined by neurological methods how consumers are affected by which advertisements and which advertisements do not cause a reaction in them. In this context, it is considered necessary to examine neurological methods, the subconscious of consumers, and their relationship.

Vocal For Local: Role of Digital Influencers in Promoting Products in the Consumer Market

In the age of digitization, consumers are tuned to their mobile’s phones, it is imperative to study the role of influencers in promoting local business. The Prime Minister Narendra Modi also added the term ATAMANIRBHAR BHARAT on 17 May 2022, which means self-reliance. We Indians again need to proliferate, ‘The Swadeshi Moment’ and make our country self-reliant in almost every walk of life. ‘Be Indian, Buy Indian’ needs to be instilled in the minds of the Indian consumers with spirit of love towards the nation. (Atamanirbharbharat, 2022) This Government initiative to be ‘Vocal for Local’, create awareness and encourage to the local retailers. This will help lot of Indian companies which are having strong consumer base and presence in Indian market has started integrating ‘vocal for local’ themes across all marketing drives. The focus is on the promoting the products with a strong message of ‘Made in India’. The concept of Vocal to Local, is promoting Indian products in the Indian markets through persuading marketing so that the Indian consumers imprudent behaviour can be tested. (Srivastava, 2020)

Investigating the Impact of Neuromarketing on Consumer Purchase Intention--Case Study of Sports Goods Customers in Ardabil City

The purpose of this research was to investigate the effect of neuromarketing on consumer purchase intention (a case study of sports goods customers in Ardabil city). The current research is applied research in terms of purpose and descriptive-analytical in terms of nature and content. Also, the present research is of causal modeling type or structural equation modeling type. The statistical population of this research includes all private sports clubs and sellers of sports goods in Ardabil city, which due to the unavailability of the study population, the statistical population was determined to be unlimited. Considering that the statistical population is unlimited, the sample size was determined to be 352 people. Also, the sampling method of the present study was clustered. The measurement tools include neuromarketing questionnaire (Azeimi et al., 2014) and consumer purchase intention questionnaire (Mahdavi, 2015). The content and form validity of the questionnaires were confirmed by the management professors and then Cronbach’s alpha reliability (AVE) was reported as 0.83 for the neuromarketing questionnaire and 0.88 for the consumer purchase intention questionnaire, respectively. The method of analyzing the information and data of this research is using descriptive statistics and inferential statistics and In order to analyze the hypotheses of the research, the method of structural equations was used using Imus version 23 and SPSS version 19 software. The findings of the research showed that neuromarketing has an effect on the purchase intention of sports goods consumers. Therefore, it can be concluded that the use of neuromarketing can affect the senses and minds of customers and prepare the minds of consumers for repeat purchases so that they intend to buy sports products again.