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This aim examines the effects of brand trust, both direct and indirect, brand image, and brand awareness on purchasing decisions for Kopi Nako. It is driven by the rise in purchasing decisions due to increased brand awareness, which builds brand image and trust. The focus is on individuals who have bought or sampled Kopi Nako at the Monas branch. Data was collected from 110 respondents using purposive sampling and analyzed through SEM. The results show that both brand image and brand awareness have a noteworthy and favorable impact on brand trust. Furthermore, brand awareness and brand image positively influence purchasing decisions, while brand trust has a negative effect on them. Both brand awareness and brand image negatively affect decisions about purchases indirectly by means of brand confidence. The study suggests enhancing brand awareness with effective marketing, maintaining brand popularity through product innovations and positive consumer experiences, and improving brand image by focusing on product quality. Additionally, strengthening brand trust by improving product taste to meet consumer expectations is crucial. These strategies are anticipated to help Kopi Nako improve and maintain consumer purchasing decisions.

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.

The development of increasingly advanced technology has a major influence on the world of the communications industry and has led to competition between smartphone manufacturers. They compete to produce advantages in products that will be marketed. The number of iPhone users among students has become commonplace, when they buy a product, of course, they do not only see the advantages offered, but they also see the brand they will buy and country of origin, perceived quality and brand image are factors that cannot be underestimated in influencing purchase decisions through customer trust. This research uses quantitative methods with a sample size of 100 respondents. Data sources are primary data and secondary data, primary data obtained from the distribution of questionnaires. This study uses probability sampling with random sampling technique. For the data analysis process using the Smart-PLS version 4.1.0.3 processing tool. Based on the results of research on direct effects, it shows that perceived quality and brand image do not have a significant effect on purchase decisions, while country of origin has a significant effect. The indirect effect shows that customer trust does not mediate the relationship from the influence of country of origin and brand image on purchase decisions, but customer trust is able to mediate the relationship from the influence of perceived quality on purchase decisions.    

The purpose of this study is to determine the effect of green marketing and brand image on consumer decisions to buy Garnier products. This study uses a quantitative research approach, and data collection is done through a questionnaire that is given a Likert score of 1-4. This research involved students or female students of STIE IBMT. The sampling technique used is purposive sampling, or nonprobability. This study used 94 respondents. In this study, primary data was used, and the data analysis method used was multiple linear regression analysis. This was done with the help of statistical data analysis tools. The analysis method uses descriptive test, validity test, reliability test, multiple linear regression analysis, hypothesis testing, and classical assumption test. The results showed that there is a green marketing influence on purchasing decisions for garnier products. Then there is also the influence of brand image on purchasing decisions for garnier products, and there is also an influence between green marketing and brand image on purchasing decisions for garnier products. From this research, it is hoped that it can develop other factors or variables that can influence green marketing and brand image on product purchasing decisions with other environmentally friendly brand products. 

The application of visual brand concepts in showroom interior planning is considered crucial to ensuring that the products offered are relevant to the target market. This study aims to design a concept for the cash register and backdrop facilities in the case study of the Vespa Piaggio brand, with the goal of effectively reflecting the brand's visual identity. This research employs a qualitative method through in-depth observation, including direct visits to Piaggio stores and documentation via photographs and videos. The findings indicate that the use of shape metaphors aligned with the brand's identity can strengthen the visual brand image and enhance the showroom's appeal. The implications of this study emphasize the importance of applying visual identity holistically in furniture design to build a positiveerception among the target market and potential customers.

In the current era of information technology development, product competition in the smartphone manufacturer market is increasingly rapid. Humans are also very dependent on technology, including smartphones. So manufacturers are working hard to meet these needs by producing various smartphones, one of which is the Apple iPhone. This research aims to determine the influence of brand image and lifestyle on iPhone repurchase decisions with consumer satisfaction as a moderating variable. This research uses a quantitative approach with the iPhone consumer population in Mojokerto. The sample was 200 respondents with a questionnaire as data collection and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) 4.0. The results of the research show that brand image positively and significantly influences repurchase decisions, lifestyle positively and significantly influences repurchase decisions, consumer satisfaction and repurchase decisions have a significant and positive influence, consumer satisfaction has a positive and significant effect in moderating brand image on decisions repeat purchases, consumer satisfaction has a positive and significant influence in moderating lifestyle and repurchase decisions.

Brand ambassador, as a direct representation of the brand, and brand awareness, the level of consumer awareness of the brand, were identified as potential factors influencing consumer purchasing decisions. The concept of brand image, which reflects the overall image of a brand in consumers' minds, is thought to moderate the relationship between brand ambassadorship, brand awareness, and purchasing decisions. The research method uses a quantitative approach by collecting data through surveys with a sample of consumers who have been exposed to brand ambassador activities and information about the brand. The research results show that brand ambassadors and brand awareness have a positive and significant effect on purchasing decisions; and the interaction of brand ambassadors with brand image on purchasing decisions shows that brand image moderates the influence of brand ambassadors on purchasing decisions; and the interaction of brand awareness with brand image on purchasing decisions shows that brand image moderates the influence of brand awareness on purchasing decisions. This research provides practical implications for brand management in designing more effective marketing strategies.

This research aims to analyze the internal and external environment of PT MIF Surabaya, namely to find out what factors are the strengths and weaknesses of the company as well as knowing the opportunities and threats faced by the company and formulating the best and most suitable marketing strategy for PT MIF Surabaya by taking into account internal factors (strengths and weaknesses) and external factors (threats and opportunities) to face business competition in the field of Domestic Forwarding and Logistics. One of PT Meratus Line's strategies in developing market penetration in Indonesia is through the formation of PT MIF which was determined by the Decree of the Minister of Justice of the Republic of Indonesia No.C2.734.HT.01.01 – 1991 dated March 6 1991, and published in Supplement to the State Gazette of the Republic of Indonesia No. 26 dated March 3 1992. During this period, it caused quite a lot of concern for other Forwarding Companies which had become Meratus Line customers. With commitment and proof from the Meratus Group that MIF is not permitted to compete for customers from Forwarding Companies that use Meratus Line services, PT MIF has succeeded in becoming "sales" or an extension of Meratus Line in bringing closer the relationship between Meratus Line and end customers. With the support of PT Meratus Line as a holding company engaged in inter-island shipping and has experience since 1957, PT MIF concentrates its business on shipping cargo expeditions. PT MIF Surabaya's strengths are intensive Research and Development, marketing growth, Brand Image, consumer satisfaction and market share as well as large and well-trained human resources

The research method used is simple linear regression analysis through research instrument tests (validity and reliability tests), classical assumption tests (normality tests and heteroscedasticity tests), and hypothesis testing using the t test, as well as correlation tests and determination tests. The results of respondents' responses show that brand image on buying interest has a very good effect. Through the t test, it was obtained that the tcount was 3.426> ttable worth 0.374 with a significance value of 0.002, which is much greater than 0.05. The study shows that the brand image of Bantan brand sardines has a significant positive effect on consumer buying interest at PT Sarana Tani Pratama (Y 2.765 + 0.370 X). The t test shows t count = 3.426, t table = 0.374 with a significance of 0.002 which is <0.05 and the coefficient of determination = 0.509, meaning that brand image affects buying interest by 50.9%.

This study examines how brand image and social media marketing influence repeat purchases on What's New Bali media. The study uses a qualitative research method. The number of respondents used in this study were 5 respondents from 5 five-star hotels in ITDC who had made repeat purchases on What's New Bali media twice or more. The data collection procedure in this study used interview guidelines. The results obtained in this study prove that there is an influence of brand image and social media marketing on repeat purchases. With the need for a marketer to expand hotel awareness and implement hotel marketing strategies in social media, it can influence repeat purchases on What's New Bali media.

The creative industry, particularly the fashion sector, has significantly impacted Indonesia's economy, with sports sneakers serving not only as footwear but also as an essential part of fashion and global trends. Adidas, as one of the leading sneaker manufacturers, ranked first in the sports shoes category at the 2024 Top Brand Award. This research aims to examine and explain the role of brand image in mediating the influence of social media marketing on purchase intention among prospective Adidas sports sneaker consumers in Denpasar. The sample size in this study was 112 respondents, and data collection was conducted through a questionnaire. The collected data were analyzed using classical assumption tests, path analysis techniques, and mediation role testing. The results of this study indicate that social media marketing has a positive and significant effect on purchase intention, social media marketing positively and significantly influences brand image, brand image positively and significantly affects purchase intention, and brand image can partially mediate (complementary partial mediation) the influence of social media marketing on purchase intention among prospective Adidas sports sneaker consumers in Denpasar. The implications of this study are divided into theoretical and practical aspects. Theoretically, the results support consumer behavior theory, suggesting that consumer behavior in developing purchase intention is influenced by various received information. Practically, if consumer perceptions of social media marketing for Adidas sports sneaker products are favorable, the brand image will improve, thereby increasing the purchase intention of prospective Adidas sports sneaker consumers in Denpasar.

This research aims to determine the influence of brand image variables, product variety and price fairness on purchasing decisions at Kopi Kenangan. This type of research is quantitative research which is used to test the relationship of a variable to other variables which emphasizes the analysis on numbers processed using statistical methods. This research data was obtained through questionnaires, interviews and literature studies. The analysis techniques used are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, T Test, F Test and Coefficient of Determination Test.  The results of the brand image t test (X1) have a partially significant effect on purchasing decisions. Product innovation (X2) has a partially significant effect on purchasing decisions. Price Fairness (X3) has a partially significant effect on Purchasing Decisions. Promotion (X4) has a partially significant effect on Purchasing Decisions. The results of the F test can be concluded that brand image, product innovation and price fairness simultaneously and significantly influence purchasing decisions at Kopi Kenangan.    

The aim of this research is to determine Electronic Word of Mouth on Brand Image-mediated purchase intentions among Shopee E-commerce consumers in Denpasar City. The methodology in this research is associative research. The sampling technique used in this research was non-probability sampling, purposive sampling with a sample size of 100 respondents. The data analysis technique used is descriptive analysis and Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of this research suggest (1) Electronic Word of Mouth has a positive and significant effect on purchase intention, (2) Electronic Word of Mouth has a positive and significant effect on Brand Image, (3) Brand Image has a positive and significant effect on purchase intention (4) Electronic Word of Mouth has a positive and significant influence on purchase intention which is mediated by Brand Image.

This research aims to analyze advertising and brand image on purchasing decisions for wild bee honey products. This type of research is research with a quantitative approach. The population in this research is all Wild Bee Honey customers. Determining the sample in the study used probability sampling using the Slovin formula so that the number of samples in this study was 97 employees. The data analysis method in this research uses SPSS analysis tools through validity, reliability, classical assumption tests, namely normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, t test, F test and correlation and determination coefficients. The results of this research show that (1) Advertising variables influence purchasing decisions, this is proven by the significance value of 0.000 < 0.05. 2. The Brand Image variable has a significant effect on purchasing decisions, this is proven by the significance value of 0.000 < 0.05. 3. Simultaneous test results show that the advertising and brand image variables influence the decision to purchase wild bee honey. This can be proven by the Fcount result of 113.280 or a significance value of 0.000 < 0.05.

The phenomenon of using celebrity endorsers as a marketing strategy has been rife in Indonesia, with many companies or brands using famous celebrities to promote their products and services. Celebrities have a huge influence on society, especially for their fans. Their lifestyle, image and opinions often become references for their fans in making decisions, especially purchasing decisions. To determine the effect of celebrity endoser and price on purchasing decisions for Scarlett Skincare products in Jakarta. The data collection method in preparing the thesis is the distribution of questionnaires and literature studies. The analysis method uses statistical quantitative analysis, using the SPSS version 26 application involving validity, reliability, classical assumption tests, hypothesis testing and the coefficient of determination. The results of the t test on X1 were obtained at 4.563> 1.984 had a positive effect on Y. There are also the results of the t test on X2 obtained at 6.676> 1.984 had a positive effect on Y. Then the results of the Anova F test of 104.536> F table 3.090 there is a partial influence between celebrity endorsers and prices on purchasing decisions.    

Technological developments make it easier for humans to do all activities online, such as online shopping, so that business people form marketing strategies using live streaming and building brand image. The Originote is one of the skincare products that uses a form of marketing strategy in the form of building a brand image through live streaming. To determine the effect of live streaming and brand image on purchasing decisions for The Originote products for TikTok shop users in the Special Region of Yogyakarta partially or simultaneously. Using a quantitative approach. The research data source comes from primary data obtained by distributing questionnaires to respondents. The data collection technique uses non-probability sampling (purposive sampling). The research sample was 112 respondents with the criteria of having purchased The Originote product at TikTok Shop at least once, being in the Special Region of Yogyakarta and being over 18 years old. The data was processed using SPSS version 27 software. It is found that live streaming has a partial effect on purchasing decisions. Brand image has a partial positive effect on purchasing decisions. Live streaming and brand image simultaneously have a positive effect on purchasing decisions.

Plastic waste is damaging the environment and encouraging people to choose eco-friendly products. Indonesia's waste problem is urgent. Companies are starting to develop products that are safe for the environment. Consumers are turning to chemical-free products to safeguard their health and the environment. CLEO, a drinking water brand from PT Sariguna Primatirta, has been managing this since 2004. CLEO is known for its prices and product quality. This study looks at how green marketing, brand image, and price perceptions affect buying interest in CLEO products among consumers in Tangerang. It uses quantitative methods and a questionnaire. The data analysis is multiple regression analysis. This study shows that green marketing and brand image affect buying interest in CLEO products, but price perception does not. All three variables affect buying interest in CLEO products.

Maxim is a Russian online transportation that has developed in Indonesia. The large number of online transportation in Indonesia makes Maxim offer affordable prices with many choices of services  with good quality to attract customer. The study aims to determine the influence of service quality, price, and brand image on purchasing decisions for Maxim online transportation services. Using a quantitative approach, with data sources derived from primary and secondary data. Primary data was obtained by distributting questionnares to respondents. Secondary data sources were obtained from journals and books. The sample collection technique uses non-probability sampling (purposive sampling). The research sample was 168 respondents with the criteria of being students, residing in Yogyakarta, and had used Maxim,s online transportation services at least once. The data was processed using descriptive analysis test methods, instrument tests, classical assumption tests, multiple linear regression analysis, and hyphotesis testing with the help of SPSS 27 software. The result showed that serivec quality, price, and brand image influence purchasing decisions for Maxim online transportation services.

This study analyzes the mascot "Si Domar" used by Indomaret company as a brand icon through a semiotic approach. The purpose of this research is to reveal the meaning contained in Si Domar as a company icon. This study uses a qualitative descriptive research method. This mascot not only serves as an eye-catching visual element, but also as a communication tool that reflects the company's identity and values to consumers. Charles Sanders Peirce's semiotic analysis was used to decipher the signs contained in the visual representation of Si Domar, including visual aspects such as color, shape, and expression, as well as the messages conveyed through these symbols.The results of the study show that Si Domar plays an important role in building a positive image of Indomaret in the eyes of the public. This mascot successfully blends elements of local culture and modernization, creating a divisible symbol. The conclusion of this study confirms that a deep understanding of semiotics is essential in the development of effective visual communication strategies to strengthen brand identity. Thus, Si Domar is not only a visual icon, but also a representation of Indomaret's deep values and identity.

The current phenomenon of product boycotting has caused several industrial products in Indonesia to be boycotted. Such as Lifebuoy products from the Unilever brand because they are considered to support Israeli Zionists. Unilever is a Fast Moving Consumer Goods industry that provides consumer goods with a fluctuating sales cycle. Where Lifebuoy is one of the products from this brand in the antiseptic bath soap category which has a superior Top Brand Index compared to other brands. This research is quantitative research whose calculations involve statistical numbers using the IBM SPSS Statistics 27 application.Who has a purpose to determine the influence of brand image and price on purchasing decisions for Lifebuoy products from the Unilever brand in Indonesia partially or simultaneously. Based on the results of the t test, it shows that brand image has an influence on purchasing decisions by 4.906. And the price variable has an influence on purchasing decisions by 10.374, while the results of the f test show that brand image and price variables have an influence on purchasing decisions by 328.524. And based on the research that has been conducted, it can be concluded that brand image and price influence the decision to purchase Lifebuoy products partially or simultaneously with an Adjusted R Square value of 0.725 or 72.5%.