Variable Brand Image Research Articles

Pengaruh Citra Merek , Harga dan Kualitas Produk Terhadap Minat Beli Produk Sunscreen

The development of products, especially the front part, is one part that can support the appearance and become a mandatory requirement for every woman. Consumer products, especially those who want to travel to campus, are more selective in choosing the latest products, especially The Originote sunscreen for consumers. This study was conducted to determine simultaneously and partially the independent variables, namely Brand Image, Price, and Product Quality, the dependent variable Purchase Interest. The method used in this study uses a quantitative method, where in this study using Purposive Sampling calculations with the Hair formula. The entire population in this study was 100 respondents. Based on the results of the study in the partial test (T) that the variable of brand image affects purchase interest. for the price variable affects purchase interest. the product quality variable affects purchase interest. Furthermore, in the simultaneous test of brand image, price and product quality affect purchase interest. This explains that there is a contribution of brand image, price, product quality to purchase interest.

The Role Brand Image and Location on Buying Interest Instagram Social Media at Coffee Shop in Tangerang City

This study aims to find out determine the number of influence of the variable brand image, location, on buying interest through instagram social media at Coffee Shops in Tangerang City. The method of this study is quantitative, with respondents all consumers Coffee Shop Tangerang City Case Study in Kala Coffee & Eatery and Kedai Seruput, which numbered 100 persons. The technique analysis used is simple and multiple linear regression analysis, with hypothesis testing methods, namely t-test and F-test. The results of hypothesis testing state that partially or simultaneously Brand Image, Location, and Buying Interest variables positive and significant effect on the Instagram Social Media variable, with the number of influence of each partial effect being 24% and 19%. However, the magnitude of the simultaneous influence on the independent variable on Purchase Interest is 46.6%, while the remaining 53.4% ​​is influenced by other factors not examined in this study. The influence of Brand Image and Location using the role of Social Media effectively affects consumer buying interest will increase.

Pengaruh Online Customer Review dan Brand Image Terhadap Keputusan Pembelian Produk Somethinc di Kota Bekasi

This study was conducted to determine the effect of online customer reviews and brand image on consumer purchasing decisions of Somethinc products. This study is a quantitative research using a non-probability sampling method with an accidental sampling/incidental sampling technique. In this study, primary data in the form of questionnaires through Google Forms was used. The number of samples used in this study was 96 respondents who were people domiciled in Bekasi City. The analysis technique used in this study uses multiple linear regression analysis with the help of SPSS 26 software. Based on the results of the data processing carried out, the results of this study showed that the Online Customer Review variable has a positive and significant effect on Purchasing Decisions, the Brand Image variable has a positive and significant effect on Purchasing Decisions. The Online Customer Review and Brand Image variables simultaneously have a significant influence on the Purchasing Decision variable.

Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Produk Eiger di Kota Surabaya

This research aims to analyze brand image and product quality on purchasing decisions for Eiger products in the city of Surabaya. This research uses quantitative methods with questionnaire distribution techniques. Data was collected from respondents in the city of Surabaya, obtaining 75 respondents who purchased Eiger products. The results of the analysis carried out using SPSS in the t test show that brand image influences purchasing decisions with a t-value of 3,642 > ttable 1.9929 with a significance of 0.001 < 0.05 and product quality influences purchasing decisions with a t-count of 4,762 > ttable 1.9929 with a significance of 0.000 < 0.05. Meanwhile, the results of the f test show that brand image and product quality have a simultaneous influence on purchasing decisions with the calculated F value of 95.935 > F table 3.9739 with a significance of 0.000 < 0.05, which means that the brand image and product quality variables influence purchasing decisions. The findings of this research indicate that brand image and product quality are important factors that Eiger products need to consider in developing their marketing strategy.

PENGARUH BRAND IMAGE DAN PROMOTION TERHADAP KEPUTUSAN MAHASISWA BARU MEMILIH UNIVERSITAS DEHASEN SEBAGAI TEMPAT KULIAH (STUDI PADA MAHASISWA BARU ANGKATAN 2023)

This study aims to determine the influence of Brand Image and Promotion variables on the decision to choose. This research uses a quantitative method. The population in this study is all students of Dehasen University of the 2023 intake with a total population of 2056, and 334 respondents were selected as samples. The sampling technique used was purposive sampling. Data collection was carried out using questionnaires. The results of this study indicate that: (1) There is a positive influence of the Brand Image variable on the Decision to Choose. Based on the results of partial tests, a t-value of 5.983 and a regression coefficient of 0.575 with significance of 0.000 were obtained. (2) There is a positive influence of the Promotion variable on the Decision to Choose. Based on the results of partial tests, a t-value of 2.260 and a regression coefficient of 0.210 with significance of 0.024 were obtained. (3) Brand Image and Promotion have a positive influence on the Decision to Choose. This is evidenced by the test result of an F-value of 29.069 compared to the F-table value of 3.870 and a significance value (0.000 <0.050). Keywords : Brand Image, Promotion, Decision to Choose

Pengaruh Harga, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian pada Chatime Kota Semarang

Nowadays, there is a lot of competition in the food and beverage industry that has developed in Indonesia. Judging from the increasing demand and interest in beverage products among the general public. Businesses in the beverage industry are of great interest to business people. Chatime is one of the pioneers of bubble tea drinks in Indonesia which originates from Taiwan. The purpose of this research is to determine the influence of price, brand image and product quality on Chatime Semarang City. This research uses descriptive analysis and quantitative analysis. The data used is primary data with a questionnaire collection method. Data analysis using multiple linear regression analysis. The sample used was 100 respondents. The research results found that there was a positive and significant influence on the price variable on purchasing decisions, and likewise on the product quality variable. Meanwhile, the brand image variable does not have a significant effect.

Pengaruh Pemasaran Digital, Kualitas Layanan Elektronik dan Citra Merek Terhadap Keputusan Konsumen Menggunakan Aplikasi OVO

The behavior of digital wallet users in Indonesia depends on individual preferences, user habits, and other factors. Consumers' decisions in using digital finance applications are influenced by various factors, including digital marketing, the quality of electronic services and the brand image of the digital finance applications they use. This research aims to determine the influence of digital marketing, electronic service quality and brand image on consumer decisions to use the OVO application in the Jabodetabek area. The method used in this research is a quantitative method that is associative. Data was collected using a questionnaire distributed via Google Form to 155 respondents who used the OVO application. The sampling technique uses purposive sampling. Data processing in this research used the IBM Statistical Package for the Social Sciences (SPSS) ver.25. Based on the results of hypothesis testing, it shows that: (1) digital marketing variables have a positive and significant effect on consumer decisions to use the OVO application (2) electronic service quality variables have a positive and significant effect on consumer decisions to use the OVO application (3) brand image variables have a positive and significant effect on consumer decisions to use the OVO application and (4) digital marketing variables, electronic service quality and brand image together have a significant influence on consumer decisions to use the OVO application.

Determinasi Brand Image, Kualitas Layanan dan Digital Banking Terhadap Loyalitas Nasabah Dimediasi Kepuasan Nasabah BSI KCP Malang Soetta

The purpose of this research is to determine the influence of Brand Image, Service Quality, and Digital Banking variables on Customer Loyalty through Customer Satisfaction at BSI KCP Malang Soetta. This research uses a quantitative approach. The technique used is non-probability sampling which was taken using a purposive sampling technique. The population in this research is Bank Syariah Indonesia customers. The number of samples in this research was 200 customers. Hypothesis testing in this research uses the Smart PLS 3 test tool. The data used is the result of a questionnaire that has been distributed to BSI KCP Malang Soetta customers. The results of this research show that the brand image variable does not affect customer loyalty. The service quality variable influences customer loyalty. The digital banking variable affects customer loyalty. The customer satisfaction variable influences the customer loyalty variable. The customer satisfaction variable is not able to mediate brand image with customer loyalty. The customer satisfaction variable can mediate the service quality variable with the customer loyalty variable. The customer satisfaction variable can mediate the digital banking variable with the customer loyalty variable.

Pengaruh Promosi, Citra Merek, Brand Ambassador, dan Kualitas Produk Terhadap Keputusan Pembelian Somethinc

This purpose of this study is understand how consumer characteristics and analyze the effect of promotion, brand image, brand ambassador, and product quality on purchasing decisions on Somethinc products. The method used in this study is quantitative method. The number of samples in this study were 114 respondents who were determined by purposive sampling technique with the criteria of active university students in Purwokerto City who had purchased Somethinc products. The data analyzed is primary data collected using a questionnaire and processed by multiple regression analysis methods using the SPSS program version 26. Instrument testing states that all indicators are valid and all variables are declared reliable. The t-test results show that the promotion and brand image variables partially have a positive and significant effect on purchasing decisions, while the brand ambassador and product quality variables do not affect purchasing decisions. The F test results show that the regression model in this study is suitable for hypothesis testing. The coefficient of determination (Adj. R2) test results show the ability of the independent variables to explain the dependent variable by 59.1%.

Pengaruh Product Quality, Price, Brand Image, dan Repurchase Intention terhadap Customer Satisfaction Sebagai Variabel Intervening (Studi Kasus pada Produk Yongki Komaladi di Kota Solo)

This research aims to determine the influence of product quality, price, brand image, and repurchase intention on customer satisfaction with Yongki Komaladi products in Solo City. This research used a sample of 200 respondents via online and offline questionnaires. This research design used Structural Equation Modeling (SEM) and was processed using IBM SPSS 20 and AMOS version 22 software. The objects of this research were students at all universities in the city of Solo. The research results show that the brand image and customer satisfaction variables have a significant effect on repurchase intention, and the product quality and price variables do not have a significant effect on repurchase intention.

Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening pada Gapyeong Korean BBQ Setia Budi Medan

The study aims to find out the impact of brand image and price on customer satisfaction re-purchase decisions as an intervening variable on Gapyeong Korean BBQ. This research uses a quantitative method of causal research with primary data taken from the dissemination of the questionnaire. The sample used in this study was 100 respondents who made a purchase at Gapyeong Korean BBQ. This study uses a non-probability sampling technique, namely purposive sampling using the Slovin formula. Slovin is a formula used to find large samples that are estimated to represent the entire population. The data analysis technique in this study uses (SEM) structural equation modeling using the help of smart-PLS to solve the formula problems and hypotheses that have been formulated in this research as well as used to test the relationship between variables. The results of this study showed that brand image did not have a significant impact on consumer satisfaction, price had a significant influence on cosmopolitan satisfaction, brand image had no significant effect on re-purchase decisions, price did not significantly influence re-purchase decisions, customer satisfaction had no significant impact on resupply decisions, consumers satisfaction could not mediate the influence of brand image variables on resumption decisions, and consumers satisfaction couldn’t mediate price on resuspension decisions.

THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON CUSTOMER SATISFACTION OF FERTILIZER ON FARMERS IN BANTUL REGENCY

The widely distributed Non-subsidized NPK fertilizers which are quite diverse give more options for farmers to choose from which they want to use in their farming activities. This study aims to determine the effect of brand image and brand trust on customer satisfaction of non-subsidized NPK fertilizer shallot farmers in Bantul Regency. This quantitative research was conducted by using a non-probability sampling method with convenience sampling technique. The number of respondents in this study was 100 shallot farmers who use non-subsidized NPK fertilizer with the Mutiara and Phonska Plus brands at least twice. Data analysis was done with Structural Equation Modelling-Partial Least Square (SEM-PLS). The results of this study shows that the brand image variable is measured from indicators of brand identity, brand personality, brand associations, and brand attitudes and behavior. The brand trust variable is measured by some indicators which are brand characteristics, company characteristics, customer-brand characteristics, affective trust, and cognitive trust. The customer satisfaction variable is measured by service quality, product quality, price suitability, as well as situation and personality. Furthermore, the analysis shows that brand image and brand trust have a positive and significant effect on customer satisfaction. It is expected that farmers can exchange information regarding the use of non-subsidized NPK fertilizer in order to decide best decisions in cultivating shallot plants.

Pengaruh Pemasaran Relasional dan Citra Merek Terhadap Loyalitas Pelanggan Pada Waralaba Internasional di Tengah Konflik Palestina

Boycotting products has become a phenomenon that has garnered global attention, especially in the context of the conflict between Israel and Palestine. As one of the largest fast-food brands in the world, McDonald's has been targeted for boycotts by several groups and individuals who oppose the company's policies and practices perceived to be involved in the conflict. This research aims to analyze the influence of relational marketing and brand image on customer loyalty in international franchises amid the Palestinian conflict. The study uses purposive sampling techniques with a Likert scale distributed to 100 McDonald's consumers via Google Forms, tested using IBM SPSS Statistics 26. The results of the study indicate that the variable of relational marketing does not have a positive and significant effect on customer loyalty. However, for the second hypothesis, brand image has a positive and significant effect on customer loyalty. It can be concluded from the test results that the variables of relational marketing and brand image simultaneously have a positive and significant effect on customer loyalty.

He Influence of Brand Image and Price on the Decision to Purchase an Avanza Car at PT. Hadji Kalla Daya Makassar Branch

The aim of this research is a type of quantitative research with the aim of finding out how much influence brand image and price have on the decision to purchase an Avanza car at PT. Hadji Kalla Daya Makassar Branch. The population in this study was 80 people with a sample of 67 respondents using a Non Probability Sampling sampling technique with a sampling technique, namely Incidental Sampling. The types and sources of data used are primary data and secondary data with questionnaire data collection and documentation. Meanwhile, the data analysis methods used are validity test, reliability test, normality test, and partial hypothesis test (t test). The results of this research show that the brand image and price variables simultaneously have a positive and significant effect on the decision to purchase an Avanza car at PT. Hadji Kalla Daya Makassar Branch. Brand image and price variables influence purchasing decisions. Based on the results of the t test, the Brand Image Significance Value of 0.001 is smaller than the specified significance value of 0.05, so based on this decision making, there is an influence of brand image in purchasing decisions. Meanwhile, the price significance value of 0.001 is smaller than the significance value set at 0.05, so there is an influence of price in purchasing decisions.

Pengaruh E-WOM, Citra Merek, E-Commerce, dan Beauty Vlogger terhadap Keputusan Pembelian

Social media can currently be used to promote products with beauty vloggers as skincare brand ambassadors. This study aims to analyze and explain the effect of e-WOM, brand image, e-commerce, and beauty vloggers on consumer purchasing decisions for Scarlett Whitening products. This research method uses explanative quantitative. Simple random sampling was applied to collect data from 210 Scarlett Whitening user respondents in East Java through an online questionnaire. The results showed that the e-WOM, brand image, e-commerce, and beauty vlogger variables simultaneously had a significant effect on consumer purchasing decisions for Scarlett Whitening products.

Pengaruh Citra Merek Honda Terhadap Kepuasan Konsumen (Survey Pengguna Motor Matic Honda Di Kota Tangerang)

The global automotive industry is a dynamic economic sector that continues to develop and faces intense competition. Over the past few decades, Honda has grown significantly and become one of the major players in this business. One of the main reasons for Honda's success is its ability to build a tight brand identity. The focus of this research is to explain the influence of Honda's brand image on consumer satisfaction. The theory used is the uses and effect theory with quantitative research methods. This research uses a descriptive approach. The objects taken in this research were Honda automatic motorbike users in Tangerang City. This research used a non-probability sampling technique with an accidental sampling method with a sample of 100 respondents. The paradigm used is the positivism paradigm. The data analysis techniques used are normality test techniques, heteroscedasticity tests, simple linear regression analysis tests, and hypothesis testing with the SPSS 27 application. The results of this research have a positive influence between the variable Brand Image (X) and the variable Consumer Satisfaction (Y). Thus, the brand image variable has a proportional influence on consumer satisfaction of 60.9%.

Pengaruh Brand Image dan Harga terhadap Loyalitas Penggunaan Paket Data Internet Telkomsel pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Sumatera Utara

This study aims to determine the effect of brand image and price on loyalty of Telkomsel Internet Data Package users in students of the Faculty of Economics and Business UISU Medan. The population of this study were 160 students of the Faculty of Economics and Business UISU Management. Study Program, sampling using the Slovin formula obtained a sample size of 62 samples and allocated to each stratum using the proportional random sampling formula, the data was analyzed using the SPSS 20 program. Based on the research results, it can be concluded that the brand image variable has a significant effect on user loyalty while the price variable has no significant effect on user loyalty, brand image and price have a significant effect on user loyaltys performance

Effective Marketing Strategy: Analysis of Advertising Appeals and Nct Dream Brand Ambassadors Through Brand Image Mediation on Somethinc Product Purchase Intention

<p>The aim of this research is to determine the influence of advertising appeals and brand ambassadors on purchase intention with brand image as an intervening variable in certain consumers aged 17-25 years in Bandung City. The research method used in this research is a quantitative method, with Structural Equation Model (SEM) analysis techniques using SMART PLS software. The sampling technique in this research used a purposive sampling technique, the number of samples obtained was 384 respondents. The results of the research show that the advertising appeals variable on brand image has no significant effect, while the brand ambassador variable on brand image has a significant effect, the advertising appeals, brand ambassador and Brand Image variables have positive and significant results on Purchase Intention . However, the results of advertising appeals testing on purchase intention through brand image did not have a significant effect. Meanwhile, brand ambassadors have a significant influence on purchase intention through brand image. The conclusion in this research is that the advertising appeals, brand ambassadors, brand image of some products are very good, consumers believe that some products are a reliable company.</p>

The Influence of Brand Image Brand Awareness and Promotion on Purchase Decisions for Ubiquiti Brand IT Network Devices in Indonesia

The background of this research is the increasing demand and competition in the wireless network device industry. Ubiquiti, as one of the major players in the industry, needs to understand how brand image, brand awareness, and promotional activities influence consumers' purchasing decisions. This study aims to analyze the influence of brand image, brand awareness, and promotion variables on purchasing decisions on Ubiquiti brand IT network products. Data were collected from 97 respondents, and analysis was conducted on the demographics of respondents, product use, and the influence of independent variables on purchasing decisions. Research analysis method using SPSS. The results showed that the majority of product users were men aged 25-29 years who worked as employees and used the product for less than 1 year. Statistical analysis revealed that the three variables of brand image, brand awareness, and promotion significantly influence purchasing decisions. Brand awareness has been shown to have the most influence, followed by brand image and promotion. This finding is reinforced by brand awareness's largest adjusted R square value (96.8%). The main conclusion is that brand awareness has the most significant influence on consumer purchasing decisions Ubiquiti brand IT network products, followed by brand image and promotion. The implication of this study is the importance of companies in designing effective marketing and branding strategies to improve consumer purchasing decisions. The research provides valuable insights for Ubiquiti and other companies in the wireless networking industry to better understand the factors driving consumer buying behavior, so they can develop targeted marketing strategies and increase their market share.

Pengaruh Citra Merek, Kualitas Produk Dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian Konsumen Motor Honda Berangka Esaf

Currently, there is lively discussion surrounding the enhanced Smart Architecture Frame (ESAF) used in Honda motorcycles. The ESAF frame has drawn attention due to claims that it easily rusts, becomes brittle, and breaks. Several videos showing corroded, fragile, and fractured ESAF frames have gone viral on social media. The objective of this research is to examine the relationship between Brand Image, Product Quality, and Word of Mouth (WOM) on the purchasing decisions of Honda motorcycles equipped with ESAF in Karawang. The study employs a quantitative approach with a causal-comparative research design, which investigates cause-and-effect relationships between two or more variables. The research population consists of Honda motorcycle club members in Karawang, and the sampling method used is judgmental sampling. A total of 50 respondents participated in the study. Data collection was conducted through questionnaire surveys. The research findings indicate that Brand image has a positive influence, but it is not statistically significant regarding purchasing decisions for Honda motorcycles equipped with ESAF in Karawang. The significance value is 0.263, indicating that the brand image variable does not significantly impact because its value is above 0.05. Product quality has a positive and significant influence on purchasing decisions for Honda motorcycles equipped with ESAF in Karawang. Word of Mouth (WOM) has a positive and significant influence on purchasing decisions for Honda motorcycles equipped with ESAF in Karawang