Influence Of Brand Image Research Articles

The Influence of Brand Image, Product Quality, and Social Media Promotion on Customer Satisfaction through Purchase Decisions at Viera Cake House in Pekanbaru City

One of the cake shops in Pekanbaru is Viera Cake House. There is a phenomenon related to the decline in the level of customer satisfaction at Viera Cake House. Low customer satisfaction will have an impact on decreasing purchasing decisions at Viera Cake House. This research aims to see the influence of brand image, product quality, and social media promotion on customer satisfaction through purchasing decisions at Viera Cake House in Pekanbaru City. The number of samples taken in the research was determined using the Lameshow formula and a sample of 100 consumers was obtained. The data analysis method used is Structural Equation Model (SEM) using SmartPLS software. The test results showed that brand image, product quality and social media promotion had a positive and significant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on customer satisfaction. Product quality and social media promotion have a positive and significant effect on customer satisfaction through purchasing decisions. Brand image does not have a significant effect on customer satisfaction through purchasing decisions.

The Influence of Brand Image and Electronic Word of Mouth on the Purchase Intention by Data Packages IM3 Prepaid Card for Generation Z in Surabaya

The Influence of Brand Image and Electronic Word of Mouth on the Purchase Intention by Data Packages IM3 Prepaid Card for Generation Z in Surabaya

The Influence of Brand Image, Product Innovation, and Marketing Content on Purchasing Decisions Honda Scoopy Motorbikes in Denpasar City

Changes in consumer preferences in the motorcycle industry demand companies to enchance their marketing strategies to meet the need for efficient transportation amidst intense market competition. Denpasar serves as a prominent commercial hub, facilitating the acquisition of information. This research carried out in Denpasar, a city divided into four districts, with the objective of evaluating the impact of brand image, product development, and marketing content on the purchasing decisions for Honda Scoopy scooters in the region. A quantitative, descriptive research approach was employed. The target population included motorcycle riders who did not currently own a Honda Scoopy. A purposive sampling method was utilized, resulting in a sample 100 respondents. Data were collected using a structured survey consisting of 18 questions designed to measure each variable. The responses from the 100 participants were analyzed using multiple regression analysis with SPSS Statistics 26. The results indicate that brand image substantial impacts on consumer decision-making. Marketing content also affects these decisions, while product innovation has a substantial and positive effect on purchasing choices. The coefficient of determination (R²) is 73.4%, suggesting that brand image, product innovation, and marketing content collectively explain 73.4% of the variance in purchasing decisions. Factors that are not included in the regression model have an impact on the remaining 26.6%. Therefore, can surmised that brand image, product development, and marketing content significantly impact purchasing decisions.

The Influence of Brand Image, Price Perception, and Local Wisdom-Based Promotional on Buyer's Decision

This study analyzes the influence of brand image, price perception, and local wisdom-based promotional strategies on the purchasing decisions for Tebo Riski Danang batik in Tebo Regency, Jambi Province. Tebo batik is unique, and Rumah Batik Riski Danang stands out by producing and marketing it, highlighting the region's history and distinctiveness. The research employed a quantitative method with questionnaires distributed to 255 respondents in Tebo Tengah District. The analysis included validity, reliability, correlation, and multiple linear regression. The findings revealed that brand image negatively impacts purchasing decisions, while price perception has a positive influence. However, the promotional strategy does not significantly affect purchasing decisions. Simultaneously, the three variables together significantly influence purchasing decisions. Brand image, price perception, and promotional strategy explain 41.4% of the variation in purchasing decisions, with other factors accounting for the remaining 58.6%. In conclusion, brand image and price perception are crucial in shaping purchasing decisions for Tebo Riski Danang batik, while the promotional strategy has no significant impact.

Influence of brand image and word of mouth on purchase decisions at the 3 Second Fashion Store in Palangka Raya City

This research investigates the impact of brand image and word of mouth on consumer purchasing decisions at Toko Fashion 3Second in Palangka Raya. With the rapid growth of the fashion industry and the influx of various distribution outlets (distros) in Indonesia, this study highlights the competitive dynamics and consumer behaviour in the local context. Brand image and word of mouth have been identified as significant factors influencing consumer choices and loyalty. These are crucial for distros like Toko Fashion 3Second to thrive in a saturated market. This thesis utilizes quantitative analysis methods, with data gathered from consumer surveys and sales records, to explore the relationship between these variables and purchasing decisions. The findings indicate that both brand image and word of mouth significantly affect consumer decisions, guiding distros in refining their marketing strategies to enhance customer satisfaction and brand loyalty. The implications of this study extend to the strategic management of brand reputation in the highly competitive fashion industry

The Influence of Service Quality and Brand Image on Customer Satisfaction and Customer Loyalty at the Pratama Marga Ayu Clinic in Badung, Bali

This research investigates the impact of service quality and brand image on customer satisfaction and customer loyalty at the Pratama Marga Ayu Clinic in Badung, Bali. Using SPSS and Smart-PLS for analysis, the study reveals that both service quality and brand image significantly and positively affect customer satisfaction, which in turn influences customer loyalty. Additionally, customer satisfaction mediates the relationship between service quality and customer loyalty. The findings highlight the importance of enhancing service quality and brand image to foster higher customer satisfaction and loyalty. The research concludes with practical suggestions for improving service and brand image, including increasing healthcare personnel, enhancing branding efforts, and implementing customer loyalty programs. Future studies are recommended to explore other influencing factors such as product reviews, location, and social media marketing to further enrich the understanding of customer decision-making.

The Influence of Product Quality, Brand Image and Digital Marketing on Purchasing Decision for Indomie Products in Banjarnegara

The Influence of Product Quality, Brand Image and Digital Marketing on Purchasing Decision for Indomie Products in Banjarnegara

Pengaruh Green Marketing, Brand Image dan Product Quality Terhadap Keputusan Pembelian Tupperware di Kota Mataram

This research is backed by environmental issues and plastic waste that can cause damage to the environment, thus requiring environmentally friendly products that can reduce the use of single-use materials with good quality and safe for long- term use. This research aims to determine the influence of Green Marketing, Brand Image, and Product Quality on the purchasing decisions of Tupperware products in Mataram City. By using a sample of 100 respondents from Mataram city, this research found that Green Marketing has a positive and significant influence on purchasing decisions. Brand image has a positive and significant influence on purchasing decisions, while Product Quality does not show a significant influence. These results indicate that Green Marketing and brand image are effective in increasing purchasing decisions, while product quality may not be effective in increasing the purchase decisions of Tupperware products in Mataram city.

Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Pupuk Anorganik (Kasus : Desa Srimulyo Dan Sukodono, Kecamatan Dampit)

Inorganic fertilizers are currently still widely used and are the main choice for farmers because they can increase crop productivity. Companies need to pay attention to consumer orientation, which is related to how to find the target market, needs and convince consumers to make a purchase. This study aims to analyze the influence of brand image, price, review, ecology, and credibility on the decision to purchase inorganic fertilizers by coffee farmers. The locations taken are Srimulyo and Sukodono villages, Dampit District, considering that the village is the largest coffee-producing village in Malang. Purposive sampling was used for sampling as many as 35 coffee farmers with the provision of using and purchasing inorganic fertilizers. The data used in the study is primary data collected through surveys with observations, interviews, questionnaires and documentation. The research uses SEM (Structural Equation Modelling) data analysis with the PLS (Partial Least Square) approach, and conducts data analysis with the help of SmartPLS 4.0 software. The results of the analysis of respondent characteristics showed that most coffee farmers were dominated by men and the level of education of farmers varied from elementary to bachelor's degree. Most of the respondents' farming experience was from 1 to 50 years with a maximum land area of 2 ha. Testing the inner model obtained a determination coefficient (R-Square) of 60.1% brand image, price, reviews, ecology, and credibility were able to explain the influence on the decision to purchase inorganic fertilizers by farmers. The results of bootstrapping data showed that brand image and ecological had a significant negative effect and reviews had a significant positive effect on the decision to purchase inorganic fertilizers. Factors that do not affect the decision to buy inorganic fertilizers are price and credibility

The Influence of Product Quality, Brand Image, and Online Consumer Review on Purchasing Decision for The Originote Products

The Influence of Product Quality, Brand Image, and Online Consumer Review on Purchasing Decision for The Originote Products

Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Shaping Purchase Decisions

This research aims to determine whether there is an influence of social media, price, brand image and product quality on purchasing decisions for ASUS brand laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis. The research results show that (1) the influence of social media has a negative and insignificant effect on purchasing decisions. (2) price has a negative and insignificant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) product quality has a positive and significant effect on purchasing decisions. (5) Simultaneously, all independent variables have a significant influence on purchasing decisions. The managerial implications of this research indicate that companies must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.

The Role Of Brand Image In Mediating The Influence Of Green Products On Purchasing Decisions (A Study On Consumers Of Pt. Work By Pak Oles Soccer)

Environmental damage caused by non-recyclable materials is an opportunity for business people to create environmentally friendly products. This study aims to explain the influence of green products on purchasing decisions, the influence of green products on brand image, the influence of brand image on purchase decisions, and the role of brand image in mediating the impact of green products on the purchase decision of PT. Karya Pak Oles Tokcer. The method of determining the sample in this study is non-probability sampling using the purposive sampling technique so that the sample involved in the study is 100 people. The analysis techniques used are path analysis and mediation role testing. The results show that green products have a positive and significant effect on purchasing decisions; Green products have a positive and significant impact on the brand image; the brand image has a positive and significant effect on product purchase decisions; the Brand image can mediate part of the influence of green products on purchasing decisions. The practical implications of this research can make a valuable contribution to the management of PT. Mr. Oles Tokcer in improving consumer purchasing decisions for PT. Karya Pak Oles Tokcer.

The Influence of Product Quality, Price and Brand Image on Purchase Decisions of Indosat Ooredoo Prepaid Cards in Makassar City

The Influence of Product Quality, Price and Brand Image on Purchase Decisions of Indosat Ooredoo Prepaid Cards in Makassar City

Impact of Reputation and Brand Image on the Intention to Purchase Educational Services in Private Universities in Perú

In Peru, higher education has experienced significant growth due to the fact that public universities are unable to meet the demand of many young people who wish to pursue a university degree. In this context, the reputation and brand image of private universities are key factors in students’ choice of where to pursue their academic education. The objective of this study is to evaluate the influence of brand image and reputation on the purchase intention. This study has a quantitative approach, a non-experimental cross-sectional design, and an explanatory level through a structural equation model. The study sample is made up of 381 students from 3 private universities in the capital of Peru. The results of the theoretical model were accepted because the RMSEA and SRMR values are very close to zero, the CFI =1, Chi-square (X^2)= 0.000116, and the (df)=1. Also, a high correlation was found between reputation and brand image (β=0.793). It is concluded that a strong brand image together with a favorable reputation contribute considerably to explain the variability in the purchase intention and the successful performance of Peruvian private universities.

The Influence of e-WOM, Brand Image and Bandwagon Effect on Decisions to Purchase Korean Street Food Family Mart Products

This research aims to determine the influence of the variables E-WOM, Brand Image, and Bandwagon Effect on purchasing decision variables for Korean Street Food FamilyMart products. The analysis and testing method used in this research is multiple linear regression analysis. The data used in this research is primary data collected through questionnaires distributed to 114 respondents who are the sample for this research whose criteria are STIAMI students who have purchased Korean Street Food FamilyMart products. The assessment scale in the questionnaire uses a Likert scale with a score range of 1 to 5. Data processing is assisted by the Stata application version 17. The results of this research are: 1). E-WOM does not have a positive and significant effect on purchasing decisions for Korean Street Food products at FamilyMart, 2). Brand Image does not have a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart, 3) the bandwagon effect has a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart.

The Influence of Influencer Marketing and Brand Image on Purchasing Decisions Through Purchase Intention for Somethinc Products (Case Study on Students of Jakarta State University)

The Influence of Influencer Marketing and Brand Image on Purchasing Decisions Through Purchase Intention for Somethinc Products (Case Study on Students of Jakarta State University)

The The Effect Of Brand Image, Perceived Value, And Customer Satisfaction On Customer Loyalty On Used International Smartphone User

The purpose of this research is to determine the influence of brand image and perceived value on customer loyalty through customer satisfaction. The data collection method used in this study was a survey conducted by distributing questionnaires created through Google Form. The research sample consisted of 272 respondents from Jabodetabek area, aged 17 years or older, and currently still using or already using a used international iPhone for the last 6 months. The data analysis used to process and analyze the research results was Structural Equation Modeling (SEM) with AMOS to analyze. The results of this study indicate that brand image and perceived value has positive effect on customer satisfaction, brand image and perceived value has positive effect on customer loyalty, customer satisfaction affects customer loyalty, and brand image and perceived value has positive effect on customer satisfaction through customer satisfaction.

The Effect of Mall Atmosphere, Brand Image, and Visitor Satisfaction on Return Intention at Living World Denpasar

This study aims to explain the influence of mall atmosphere, brand image, and visitor satisfaction on the intention to revisit Living World Denpasar. The intention to revisit is the result of various factors involving previous experiences and the hope of getting the same or even better experience on the next visit. The population of this study was the people of Denpasar City who had visited Living World Denpasar. Data were collected through a direct survey from 120 visitors who were taken purposively from the population and then analyzed using descriptive statistics and inferential statistics in the form of multiple linear regression. The results showed that mall atmosphere , brand image, and satisfaction have a positive influence on the intention to revisit. The results showed that the better the mall atmosphere, the better the brand image, and the more satisfied the visitors were, the three would increase the intention of visitors to revisit Living World Denpasar.

Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Purchase Intention Melalui Brand Image

The increasing competition in the marketplace has made Lazada one of the platforms that is falling behind compared to several competitors, particularly in terms of sales or purchase intention. Several factors contribute to this, including social media marketing, audience opinions and reviews, and Lazada's brand image. This study evaluates the influence of social media marketing and electronic word of mouth (E-WOM) on purchase intention through brand image. The aim of this research is to determine the impact of social media marketing and E-WOM on purchase intention, with brand image serving as a mediator. The study was conducted among Lazada marketplace users in Denpasar City, involving 160 respondents using purposive sampling. Data was collected through a questionnaire distributed via Google Forms. The collected data was analyzed using path analysis and Sobel test techniques. The findings indicate that all hypotheses are supported. Social media marketing positively and significantly influences brand image; E-WOM positively and significantly influences brand image; social media marketing positively and significantly impacts purchase intention; E-WOM positively and significantly impacts purchase intention; brand image positively and significantly influences purchase intention. Additionally, brand image positively and significantly mediates the effects of social media marketing and E-WOM on purchase intention. The theoretical implications of this study support consumer behavior theories and previous research. The practical implications suggest that Lazada's management should prioritize social media marketing, E-WOM, and brand image to enhance purchase intention.

Pengaruh Brand Image, Brand Love dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Produk Skincare Scarlett Whitening

This study aims to determine the Influence of Brand Image, Brand Love and Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare Products. The population in this study is all consumers Scarlett Whitening whose sample size in this study is 120 peoples. The data analysis technique used Multiple Linear Analysis, the sampling technique using Purposive Sampling. The results show that (1) There is a positive and significant influence between Brand Image on Consumer Purchase Decisions of Scarlett Whitening Skincare products, (2) There is a positive and significant influence between Brand Love on Consumer Purchase Decisions of Scarlett Whitening Skincare products, (3) There is a positive and significant influence between Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare, (4) There is a positive and significant influence between Brand Image, Brand Love, and Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare products.