Strong Brand Research Articles

Exploring Halal Awareness and Its Effects on Brand Image, Consumer Attitudes, and Purchase Decisions: A Study of Mixue in Malang

Understanding the impact of Halal awareness on consumer behavior is crucial in markets with high sensitivity to Halal standards, as it can significantly influence brand perception and purchasing decisions. Despite the increasing importance of Halal certification, there is limited research on how Halal awareness specifically affects brand image, consumer attitudes, and purchase decisions in the context of the Indonesian market. This study aims to explore these relationships for Mixue in Malang. Utilizing an explanatory research design and quantitative methods, data were collected from a sample of 175 respondents through a non-probability sampling technique, specifically purposive sampling. Data analysis was conducted using descriptive techniques to interpret the relationships among the variables. The study finds a strong brand image positively impacts consumer attitudes toward the brand and encourages purchasing behavior. However, Halal awareness does not significantly affect consumer attitudes toward the brand or brand image directly. These insights underscore the complex interplay between Halal awareness, brand perception, and consumer behavior, highlighting the need for brands to enhance both Halal principles promotion and overall brand image to effectively drive consumer attitudes and purchase decisions.

Strategi Pemasaran untuk Membangun School Branding dalam Upaya Meningkatkan Daya Saing Lembaga Pendidikan di MA NU Sunan Giri Prigen KAB. Pasuruan

Technological advancements and social changes necessitate innovation in Indonesia's education system, including madrasas. This study focuses on the branding strategies employed by MA NU Sunan Giri Prigen in Pasuruan Regency to enhance its competitiveness. Utilizing qualitative methods through literature review and interviews, the research explores how MA NU Sunan Giri Prigen develops a strong identity, emphasizes core values, builds community relationships, and leverages social media and technology to strengthen its school brand.The findings indicate that MA NU Sunan Giri Prigen successfully establishes a strong brand identity through consistent use of logos, slogans, and school colors, while highlighting academic and non-academic excellence. The school actively participates in social activities and collaborates with the local community to reinforce its image as a quality educational institution relevant to the job market. This effective branding strategy has proven to enhance the school's reputation, attract new students, and strengthen alumni loyalty, enabling MA NU Sunan Giri Prigen to remain competitive in the increasingly challenging educational landscape.

Overcoming Data Barriers: Strategies for New Entrants to Achieve Differentiation in the UK Food Retail Market

The UK food retail market is a highly competitive and mature sector dominated by established players with extensive consumer data at their disposal. New entrants face significant challenges in penetrating this market, particularly due to data barriers that limit their ability to compete on equal footing with incumbents. This paper explores strategies that new entrants can employ to achieve differentiated competition despite these barriers. The study examines the critical role of data in the market, analyzes how established players leverage data for competitive advantage, and proposes alternative approaches for new entrants to overcome data-related challenges. By leveraging niche markets, innovative products, alternative data sources, and emerging technologies such as artificial intelligence and blockchain, new entrants can build strong brand identities and offer unique value propositions. The paper also discusses regulatory considerations and data governance, emphasizing the importance of ethical data practices and advocacy for fair data access. Through a comprehensive analysis of these strategies, this paper provides actionable insights for new entrants seeking to establish a foothold in the UK food retail market.

A Company Analysis of Apple Inc. Based on its Internal and External Environment

The company analysis of Apple Inc. underscores its dominant position within the technology industry. The research found that the company has a strong brand reputation, innovative products, and customer loyalty. Despite encountering challenges such as market saturation and increased regulatory scrutiny, Apple's strategic initiatives, notably its emphasis on product differentiation and seamless ecosystem integration, coupled with its formidable financial standing, are poised to sustain its upward trajectory and profitability. The findings of this paper portend a bright future for the company, with promising prospects in emerging technologies and untapped market segments. In addition, Apple's unwavering commitment to environmental sustainability not only enhances its operational resilience but also mitigates potential business risks in the long run. Armed with its existing capabilities and resources, Apple is well-positioned to cater to evolving consumer preferences and market dynamics, fortifying its leadership position amidst fierce industry competition and driving continued success. Apple can harness its strengths to solidify its market leadership and navigate the ever-changing landscape of the technology sector with confidence.

The Impact of Digital Marketing and Brand Awareness on Purchasing Decisions with Brand Image as an Intervening Variable at 3-Star Hotels in Makassar

Abstract Background: Research on Digital Marketing, Brand Awareness, and Brand Image is necessary to determine which indicators most effectively influence consumer purchasing decisions. Previous studies have shown varying results, underscoring the importance of revisiting these variables. Differences in indicators for each variable, as well as the specific context of 3-star hotels in Makassar, contribute to the uniqueness of this research. Methodology: The population for this study includes guests staying at 55 3-star hotels in Makassar. The sample size, determined using the Isaac & Michael method, is set at 349 respondents. The research employs a descriptive quantitative approach and statistical data analysis. Data collection is conducted through surveys using questionnaires. Data analysis techniques include path analysis, with stages involving Outer Model Testing, Goodness of Fit Model Testing, and Inner Model Testing using Smart PLS. Findings: Brand Awareness has a positive but insignificant effect on Purchasing Decisions. Digital Marketing has a negative and insignificant effect on Brand Image. Digital Marketing has a negative and insignificant effect on Purchasing Decisions through Brand Image. Conclusion: Brand Awareness can impact purchasing decisions, although the effect is not significant, and Digital Marketing does not significantly affect either purchasing decisions or brand image. Therefore, 3-star hotels should improve their Brand Image and Digital Marketing performance and consider other variables and strategies to build a strong and positive brand image in the eyes of consumers. Keywords: Digital Marketing, Brand Awareness, Brand Image, Purchasing Decisions, Star Hotel

Analysis of Marketing Strategy in Facing Business Competition: Study at the Lesehan Oha Doku Restaurant in Dompu

This study aims to analyze the marketing strategy of Lesehan Oha Doku Restaurant in Dompu using a descriptive qualitative approach. Data were collected through observation and in-depth interviews at the research location with the owner, Mrs. Kartini Fauzan. The results show that Lesehan Oha Doku Restaurant successfully utilizes social media such as Facebook, Instagram, and WhatsApp to increase visibility and reach a wider consumer base. Engaging content showcasing the unique dishes and bamboo-woven restaurant concept, along with active customer interaction, has built strong relationships and increased customer loyalty. Additionally, product diversification through catering services and strong branding with the name "Lesehan Oha Doku," which reflects local cultural identity, contributes to its success. Cultural marketing that integrates local elements has proven effective in creating an authentic experience for customers. SWOT analysis reveals strengths in quality ingredients, strategic location, and effective digital marketing strategies, despite challenges in human resources and price competition. This combination of strategies has enabled Lesehan Oha Doku Restaurant to outperform competitors in the Dompu culinary market and continue to grow rapidly.

The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model

This study investigated the relationship between brand identity, brand lifestyle congruence, brand satisfaction, and repurchase intention. In addition, this study examined how the primary reference group’s family and peer/friend affected individuals’ perceptions of brand identity, brand-lifestyle congruence, brand satisfaction, and purchase intention through a multi-group structural equation model. A total of 610 valid and useable responses, collected from a social media channel, were analyzed. Grounded in social identity theory and self-congruity theory, a set of hypotheses was examined within a research model. The findings show that brand identity significantly affects brand lifestyle congruence, brand satisfaction, and repurchase intentions. In addition, brand-lifestyle congruence significantly affects brand satisfaction and repurchase intentions, with brand satisfaction also significantly affecting purchase intentions. Also, high-income and elderly consumers tend to ignore the family and peer effects. Middle-aged, middle-income men who value product origin show a strong brand perception, and are less influenced by family. In contrast, women, typically lower-income and price-focused, are more receptive to family and peer effects and generally indifferent to product origin. This research advances brand identity literature by examining the effects of brand brand-lifestyle congruence, brand satisfaction, and purchase intention. It suggests that the synergy between brand identity, brand lifestyle congruence, and brand satisfaction significantly enhances repurchase intentions. Besides, examining profiles in the context of brands, consumers, and reference groups contributes additional value to the field.

Market-Driven Resilience in Luxury Transportation

As demand for premium private transportation grows, fuelled by rising purchasing power and a preference for luxury, transportation companies are increasingly offering high-end services. This study focuses on the luxury tourism bus Omah Sultan by Juragan 99 Trans in Malang, East Java, Indonesia, and explores its market resilience. Conducted over a year, the research uses qualitative methods, including observations, interviews with three managers, and feedback from 112 users. The study examines key aspects such as service quality, facilities, safety, innovation, pricing, brand image, and uniqueness. Results indicate that users appreciate the luxurious amenities, advanced technology (including a unique self-cleaning toilet), and the high level of safety and comfort provided. The bus's competitive pricing and strong brand reputation also contribute to its popularity. Since its launch in July 2021, the rental price has increased from 9 million to 14 million rupiah per day by May 2024, yet demand remains robust, with 42 out of 112 respondents being repeat customers. This research underscores the importance of continuous innovation and high-quality service in maintaining a competitive edge in the luxury transportation market.

The Effect of Service Quality and Endorser Credibility on Purchase Decision Mediated By Brand Image (Empirical Study: Active Students of Jaya Buana Vocational High School in Tangerang Regency)

This study examines the impact of service quality and endorser credibility on the purchase decisions of prospective students at SMK Jaya Buana, a vocational high school in Tangerang Regency, with brand image as a mediating factor. The research employs a comprehensive design that includes validity, reliability, and hypothesis testing, using structural equation modeling (SEM) to analyze the data. The findings reveal that both service quality and endorser credibility significantly influence purchase decisions, with service quality identified as the most critical contributor. Furthermore, the study demonstrates that brand image plays a vital role in enhancing the effect of these variables on purchase decisions, acting as a powerful mediator. The results suggest that improving service quality and leveraging credible endorsers can significantly boost a school's brand image, thereby increasing student enrollment. This research underscores the importance of strategic management in educational institutions to attract more students by focusing on service excellence, credible endorsements, and a strong brand image.

Synergizing Green Marketing and Product Innovation: Strategies for Elevating Consumer Choices

This study examines the impact of green marketing and green product innovation on brand image and purchasing decisions among consumers. Utilizing a quantitative approach, data were collected from 165 respondents through surveys in Semarang, Indonesia. The findings reveal that green marketing significantly enhances brand image, suggesting that environmentally friendly marketing efforts are valued by consumers and contribute to a positive brand perception. However, green product innovation alone does not significantly affect brand image, indicating the necessity of combining it with effective green marketing strategies. Furthermore, the study confirms that a strong brand image significantly influences purchasing decisions, highlighting the importance of consumer perceptions in driving buying behavior. Green product innovation also shows a significant positive impact on purchasing decisions, demonstrating that eco-friendly and innovative products appeal to consumers. Despite these benefits, green marketing alone does not significantly impact purchasing decisions, suggesting that additional factors are required to drive consumer purchases directly. The study concludes that an integrated strategy combining green marketing and product innovation offers the greatest potential for enhancing brand image and influencing consumer behavior, providing valuable insights for managers seeking to leverage sustainability in their marketing strategies.

Peran Citra Merek dalam Memediasi E-Wom terhadap Minat Beli Produk Handphone di Sosial Media Facebook

This research aims to investigate the influence of electronic Word of Mouth (e-Wom) on consumer purchase intention, with brand image as a mediating variable. e-Wom is increasingly crucial in digital marketing, shaping perceptions and purchasing decisions. Brand image is expected to explain the relationship between e-WOM and consumer buying interest. Quantitative methods as the main basis. The type of research used in this research is descriptive and verification. The results of this research found that e-Wom influences the Buying Interest variable through the mediation of Brand Image, there is a positive and significant indirect relationship. It is hoped that the practical implications of these findings can guide marketing practitioners in designing more effective strategies for managing e-WOM and building a strong brand image to increase consumer purchasing interest in the digital marketing environment. Keyword : Brand Image, E-Wom, Facebook, Purchase Intention

The Influence of Corporate Branding on Students' University Choice in Kenya

This article presents an exploratory study investigating the influence of corporate branding on the university choice of postgraduate students in selected universities in Kenya. The purpose of the research was to understand how internal, external, and service mix branding strategies shape students' perceptions and decisions. This study was significant as it sought to offer insights into the critical role of branding in the competitive higher education sector in Kenya. The study analyzed various branding strategies employed by universities, focusing on their effectiveness in shaping students’ perceptions of academic excellence, reputation, facilities, and overall value proposition. Data was collected through surveys with postgraduate students, providing a comprehensive view of the branding landscape. The findings highlighted that effective corporate branding significantly enhances the perceived academic strengths and unique programs of universities. The correlation between strong branding and perceptions of prestige was largely positive, as it required careful management to ensure that the emphasis on branding complements and enhances the actual quality and inclusiveness of the education provided. The promotion of state-of-the-art facilities and comprehensive branding that communicated the overall value and benefits of attending the university, including career prospects and alumni success, positively impacted students' choices. The study concluded that corporate branding substantially influences students' university choices in Kenya. It recommends that universities invest in robust and consistent branding strategies that clearly communicate their strengths and unique offerings. The study recommends that universities use both traditional and digital media to enhance their brand presence and engage with prospective students. It suggests that universities continuously assess and adapt their branding strategies to stay competitive in the dynamic educational environment in Kenya.

Understanding the impact of tourist behavior change on travel agencies in developing countries: Strategies for enhancing the tourist experience

The study investigates the impact of tourist behavior change on travel agencies in developing countries, with a focus on strategies for enhancing the tourist experience. The research aims to identify the main factors influencing tourist purchasing behavior and understand their relationship with the customer experience. Data were collected from 368 experienced tourists in Ho Chi Minh City and Hanoi, Vietnam, using a combination of convenience and random sampling. Partial Least Squares Structural Equation modeling (PLS-SEM) is employed to analyze the research model. The findings confirm that product quality, product price, brand image, and marketing strategy significantly influence tourist purchasing behavior. Importantly, the results highlight the indirect effect of these factors on purchasing behavior, mediated through customer experience. It suggests that enhancing the customer experience is a crucial aspect of influencing tourist purchasing decisions. Based on these findings, industry managers and travel agents in developing countries should prioritize enhancing customer experience and building a strong brand through personalized services, digital integration, and active social media engagement. Implementing dynamic pricing strategies and targeted marketing campaigns that address safety concerns and highlight local experiences are crucial for competitiveness and attracting travelers post-crisis. Future research should explore the long-term effects of these strategies on travel agency performance and adapt the model to specific regional contexts. By adopting these multifaceted approaches, travel agencies in developing countries can enhance their competitiveness and better navigate the changing tourist behavior in the post-crisis era.

Quantitative Assessment of Market Conditions and Marketing Strategies in the Financial Products Sector: A Case Study of XX Insurance Company, Beijing

The financial products sector in China has undergone significant transformation, driven by economic reforms, technological advancements, and evolving consumer preferences. This study provides a quantitative assessment of market conditions and marketing strategies within this sector, with a specific focus on XX Insurance Company, Beijing. Utilizing a cross-sectional survey of 200 respondents in Beijing, the research examines key factors influencing market dynamics, evaluates the effectiveness of XX Insurance Company’s marketing strategies, and identifies the main drivers of consumer behavior. The findings reveal a generally favorable market environment, with economic growth, regulatory changes, and competitive dynamics as primary influencers. Notably, product features, competitive pricing, strong brand reputation, and excellent customer service emerged as significant factors affecting consumer decisions. The study highlights the importance of digital presence, customer service, and innovative product offerings in enhancing marketing effectiveness. Based on the insights gained, several recommendations are proposed to optimize the company’s marketing strategies and improve its market positioning. This research contributes valuable knowledge to both the academic community and industry practitioners, offering practical guidance for navigating the competitive landscape of China's insurance market.

The interaction of CM’s encroachment time and OEM’s outsourcing strategy when considering the cost-learning effect

Contract manufacturing has been widely studied in recent years. At the same time, existing research rarely considers when should the contract manufacturer (CM, she) launch a product of her own brand to encroach into the market. To fill this research gap, this study considers a two-period game consisting of one original equipment manufacturer (OEM, he) and one CM. The CM with a cost-learning ability could strategically decide whether and when to produce a final product of her own to encroach the market. The results show that when the OEM has a strong brand advantage, the CM may lose profit from encroachment into the market because her cost-learning capability contributes to grabbing the OEM’s market share and then the decrease in OEM’s orders hurts the CM herself in turn. On the contrary, facing a weak-brand-advantage OEM, the CM will encroach in both periods. Furthermore, the OEM can also derive advantages from the CM’s encroachment when the OEM possesses a strong brand advantage. However, when the OEM’s brand advantage is at a moderate level, refraining from encroachment will result in Pareto Optimality for both the OEM and CM.

Breaking Through: The Impact of Branding on Early-Stage Brand Success

This research delves into the urgency and impact of branding strategies on early-stage brands, particularly emphasizing the vital role of effective social media utilization within limited budgets in today's rapidly digitizing global business landscape. Focused on Bimbelku, an Indonesian accounting and economy platform for students operating for less than a year, the study employs theoretical and experimental methods to analyze how branding strategies through social media contribute to business sustainability. By contrasting the challenges faced by brands lacking a coherent branding strategy with the success observed when guided by strong branding strategies, it highlights the importance of strategic social media use in fostering growth and ensuring longevity through customer engagement. Through this focused case study, practical guidance is offered for early-stage brands, illustrating how to optimize branding strategies and harness digital tools to establish a robust and sustainable presence. This exploration aims to provide a comprehensive understanding of how early-stage brands can navigate the challenges of limited resources while building a strong and lasting brand presence in the digital era. Ultimately, the research aims to equip entrepreneurs with actionable insights, stressing the necessity of adopting robust branding strategies to not only drive profit but also advocate for customer needs in the fiercely competitive digital landscape.

Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Esteh Indonesia di Kecamatan Kedamean Kabupaten Gresik

The beverage industry is becoming increasingly competitive, making it crucial for businesses to establish a strong brand image and product quality to attract consumers. This study aims to analyze the influence of brand image and product quality on purchase decisions for Esteh Indonesia drinks. A quantitative research method was employed, untilizing non-probability sampling techniques. Data was collected through questionnaires distributed to 50 respondets in Kedamean District, Gresik Regency. Multiple linear regression analyseswas used as the data analysis technique. The findings revealed that brabd image has a positive impact on purchase influence, while product quality does not have a significant positive impact on purchase decisions for Esteh Indonesia drinks. However, the influence of brand images was found to be stronger than that of product quality. These findings suggest that Esteh Indonesia should maintain its brand image and enhance product quality to reinforce consumer purchase decisions. additionally, Esteh Indonesia should cultivate a positive brand image through various marketing strategies to enchance brand appeal among costumers.

The Influence of Product Quality, Brand Image, and Trust on Purchasing Decisions of Garnier Products in Batam

Specifically, this research aims to examine the factors that influence customers' purchasing decisions in Batam regarding Garnier items, specifically focusing on trust, product quality and brand image. No exact figures are given regarding the total number of people who have purchased or utilized Garnier products. Using the Lemeshow algorithm, a sample of 100 respondents was selected using purposive sampling. Data were analysed using a multivariate linear regression model that took into account data quality assessments, classical assumptions, impacts and hypotheses. Product quality influences purchasing decisions by 17.5%, brand image by 24.4%, and trust by 70.5%, according to the findings of a multiple linear regression study. An additional 58.9 percent of purchase variance can be explained by factors including product quality, brand image, and trust., according to the coefficient of determination (R2) test results. Furthermore, t-tests and F-tests demonstrate that the purchasing decisions of Garnier products in Batam are positively and significantly influenced by product quality, brand image, and trust, both individually and collectively. Furthermore, both t-tests and F-tests were conducted to assess the individual and collective impacts of these variables. The findings show that product quality, brand image, and trust each have a positive and significant influence on the purchasing decisions of Garnier products in Batam, both independently and collectively. The significance of these characteristics in influencing customer behaviour is also visible, and trust plays a very important role. The findings of this research highlight the importance of trust, coupled with product quality and brand image, as factors influencing Batam consumers' purchasing decisions to purchase Garnier goods. For marketers and business strategists, these insights underline the need to prioritize building and maintaining consumer trust, ensuring high product quality, and fostering a strong brand image to enhance customer acquisition and retention.

The Impact of Social Media Marketing and Brand Image on Purchasing Decisions at Babelmart Belitung

Currently, marketing via platforms has become important for companies to reach consumers and build a strong brand image. This research aims to analyze the impact of Social Media Marketing (SMM) and Brand Image (BI) on purchasing decisions at Babelmart Belitung using quantitative methods and collecting data through questionnaires distributed to 160 Babelmart Belitung customers. The results show that Social Media Marketing (SMM) and Brand Image (BI) simultaneously significantly influence purchasing decisions. Social Media Marketing (SMM) increases consumer engagement and interaction, while strong Brand Image (BI) increases trust and loyalty. Partially, Social Media Marketing (SMM) has a positive effect on purchasing decisions, but Brand Image does not. Babelmart Belitung is advised to continue optimizing marketing activities on social media and strengthening Brand Image (BI) to increase sales and customer satisfaction.

THE EFFECT OF SELF-CONGRUITY AND BRAND CREDIBILITY ON PURCHASE DECISIONS WITH PURCHASE INTENTION AS A MEDIATING VARIABLE:

Purchasing decisions are individual activities directly involved in making decisions to make purchases of products offered by sellers. Purchase intention is an essential factor in the consumer decision-making process. In order for consumers to have interest in making purchases, strong branding is needed from the company. A strong brand can be obtained from the brand credibility that can be trusted, as well as information regarding the product position in a brand. Apart from a strong brand, companies nowadays also strive to create strong relational bonds with their consumers. This strong relational bond creates self-congruity as consumers decide to purchase and consume goods and services with an image that matches consumers' self-image. This research aims to examine the effect of brand credibility and self-congruity on purchase decisions for Apple MacBook Pro consumers in Surabaya through purchase intention as a mediating variable. This is a quantitative research with a survey method by distributing questionnaires to 150 respondents in Surabaya with a minimum age of 17 years, who were selected through purposive sampling technique. The data collected was analyzed with the Structural Equation Model (SEM). The findings of this research indicate that brand credibility and self-congruity directly influence the purchase intention of MacBook Pro users in Surabaya. Brand credibility and self-congruity were also found to directly influence purchase decision and indirectly through purchase intention of Apple MacBook Pro users in Surabaya.