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The growing fashion trend is caused by the economy which leads to intense competition from several well-known international fashion products, one of which is Charles & Keith. is a fashion product from Singapore whose target market is Asia, one of which is Indonesia. This product has succeeded in capturing the hearts of Indonesian consumers, especially women of reproductive age, namely the range of 17-35 years. This study aims to determine the effect of brand image, product quality and word of mouth variables on purchasing decisions for Charles & Keith bags. The sampling technique in this research is a non-probability sample with a total sample of 100 respondents. The data analysis technique in this study was using SPSS (Statistical Program For Social Science) version 27.0. The results of this study indicate that brand image has a positive effect on purchase satisfaction, product quality has a positive effect on purchasing decisions and word of mouth has a positive effect on purchasing decisions and together brand image, product quality and word of mouth have a positive effect on purchasing decisions on Charles & Keith consumers

In the competitive fried chicken industry, understanding factors such as quality, price, promotion, brand image, and health considerations is essential for companies to stay competitive and meet customer expectations. This study aims to examine the influence of factors such as product quality, price, promotion, brand image and health considerations on the decision to purchase fried chicken products. This study uses a combined approach of qualitative descriptive research design and quantitative survey. The study population is consumers who often buy fried chicken, with a sample of 50 people selected through purposive sampling. Data analysis was carried out by multiple linear regression using SPSS software to identify significant factors in the decision to purchase fried chicken. Based on the results of the SPSS analysis, it can be concluded that the variables of product quality, price, promotion, and brand image have a significant positive effect on purchase decisions, while health variables do not have a significant influence on purchase decisions. 

This research aims to describe the meaning of the Pond Susu version of the television advertisement "Kuku Bima Energi", which promotes the natural beauty of East Nusa Tenggara. “Kuku Bima Energi” is PT Sido Muncul's superior product. Through television advertisements, PT Sido Muncul can strengthen the brand image of "Kuku Bima Energi" but is concerned about the development of Indonesian tourism. This research question is; How do viewers interpret the television advertisement for the “Kuku Bima Energi” version of the milk pool? Do viewers interpret the television advertisement “Kuku Bima Energi” for brand image formation? Data was collected through qualitative research using a phenomenological approach. The research subjects were television viewers in Jakarta. The object of this research is the Pond Susu version of the television advertisement "Kuku Bima Energi". Data collection was obtained through observation, in-depth interviews conducted with television viewers as informants. Data is also obtained through libraries and documentation from various media, both print and online. The research results show that the brand image of "Kuku Bima Energi" is similar to the benefits of the product, which are felt based on the experiences of each informant. Experience is the most influential in creating a brand.    

This study aims to identify and analyze language errors in beauty product advertisements on the Instagram account of MS Glow Beauty. Using a descriptive qualitative approach, data were collected through screenshots of various advertisement posts from the account. The analysis focused on identifying spelling errors, grammatical inaccuracies, and language interference within the advertisement content. The findings revealed significant language errors, including inappropriate word usage, incorrect sentence structures, and inconsistent mixing of Indonesian and English. These errors can reduce the professionalism and effectiveness of marketing communications and influence consumer perceptions of the product and brand. The study highlights the importance of proper and consistent language use in digital marketing content to enhance communication quality and brand image. Recommended language improvements are expected to help beauty brands increase the appeal and effectiveness of their social media advertisements, contributing to better practices in digital marketing.

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.    

With the advancement of technology, competition in the mid-to-low-end business sector has intensified. Both large businesses and Micro, Small and Medium Enterprises (MSMEs) are facing challenges and obstacles. On the other hand, MSMEs will have greater opportunities to market their products due to advances in information technology. When starting a business, branding communication is very important. Each individual has a different brand image. By using the right promotional strategy, effective branding communication can provide consumers with the opportunity to recognize certain goods and services, evaluate their quality, reduce purchase risks, and get different experiences and satisfaction. Every business field must have a strategy to increase sales. The right promotional strategy can communicate branding well. To achieve goals, every business sector needs a promotional strategy, especially for micro, small and medium enterprises (MSMEs). Promotion planning is carried out to improve services and sales by introducing products to potential customers and improving services by focusing on online-based promotions by utilizing social media and marketing through the marketplace. In a startup business, where the business has just started and continues to grow, business actors are considered necessary to continue to develop products and find the right target market. The purpose of this Community Service activity is to provide an assessment of branding and promotional communication strategies to increase customers for this startup business.      

Brand image is a very important factor in marketing management, the influence of brand image on purchasing decisions by considering the role of consumer satisfaction as a mediator, if the brand image of a company is strong it will increase consumer satisfaction, which in turn will influence consumer purchasing decisions. The formulation of the problem in this research is whether brand image influences purchasing decisions, whether brand image influences consumer satisfaction, whether consumer satisfaction influences purchasing decisions, whether consumer satisfaction can mediate the relationship between brand image and purchasing decisions. This research is quantitative research, the population in this research is students of the Faculty of Febi Uin Raden Intan Lampung. The sample used in this research was 100 respondents. Data collection uses a questionnaire. The data analysis technique used in this research is the SEM model using SmartPLS version 3.0. The research results obtained directly from each variable are that brand image has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on purchasing decisions. And for the test results passing the mediating variable, it was found that consumer satisfaction was able to mediate the influence of brand image on purchasing decisions through partial mediation.    

Market competition makes companies must be able to innovate in order to compete with other companies. Brand Ambassadors who have a positive image and good product quality can attract consumers and increase the purchase decision of a product to be marketed. This research was conducted with the aim of finding out the influence of Brand Ambassador and product quality on purchasing decisions. The method used in this study is a quantitative research method using research aids in the form of a questionnaire containing 7 questions about NCT Dream as a lemonilo Brand Ambassador, 8 questions about the quality of lemonilo products, and 7 questions about consumer purchase decisions disseminated through the researcher's social media. Based on the results of a questionnaire of 110 respondents, it can be concluded that the use of Brand Ambassadors who have a positive image and good product quality greatly affects the level of consumer purchase decisions. This research is expected to be an analysis material for the Company in placing a good strategy in market competition

As time grows and the population increases. Making the company and beverage sector experience a significant increase, one of the popular types at this time is the coffee industry. One way to retain existing consumers and attract potential buyers by paying attention to reputation. The strategy used is brand image. A good brand image can differentiate consumer brands with their choice of competing brands. The purpose of this study was to determine the effect of brand image, service quality and price on customer satisfaction and customer loyalty, then to determine the most dominant variable in influencing consumer interest in soul promise coffee. The sample in this study amounted to 222 respondents using purposive sampling data collection techniques. The data is then processed using the Structural Equation Model (SEM) method with smartPLS software. Based on the test results, it is known that Brand Image has no effect on Customer Satisfacion and Price also has no effect on Customer Satisfaction, then Service Quality also has no effect on Customer Satisfaction. While Brand Image has a positive effect on Customer Loyalty and Price has a positive effect on Customer Loyalty, then Customer Satisfaction has a positive effect on Customer Loyalty.

For a long time, Word of Mouth (EWOM) has been considered the main source of information that influences consumer decisions. In the era of globalization, EWOM has developed into a broader, albeit more personal, form, known as electronic word of mouth (EWOM). Advances in electronic systems and the emergence of social media platforms, for example Instagram, open up new and promising potential for the evolution of EWOM as an integral part of business advertising/business promotion strategies. When EWOM regarding a product receives a positive response, the impact has a direct impact on the brand image or good brand image. One of the related concepts in the formation of EWOM and brand image on Instagram today is the role of influencers. The aim of this research is to understand the role of social media influencers in shaping positive EWOM and how this impacts improving brand image. Qualitative methods were applied in this research by collecting data through journals, books and articles. The findings from this research show that influencers who have a high level of trust have a very influential role in forming EWOM which provides positive EWOM reviews regarding the products being marketed. This positive opinion from EWOM directly increases the positive value of the brand image in society, which shows that the success of influencers can help audiences understand information about products and increase their desire to make purchases.

The formulation of the problem in this research is: Does the quality of bank service influence the customer's decision to choose IB Fajar Mudharabah Savings at PT. BPRS Fajar Sejahtera Bali? This type of research is quantitative research and data collection methods by distributing questionnaires and documentation. The research subjects used a population of 2,764 customers and a sample of 30 customers. The analysis in this research uses IBM SPSS 25. The results of this research show there is an influence between service quality on the customer's decision to choose where t count > t table is 3.549 > 1.695. There is an influence of service quality on customers' decisions to choose IB Fajar Mudharabah Savings at PT. BPRS Fajar Sejahtera Bali.

This research aims to uncover the relationship between Brand Image and Word of Mouth on consumer purchasing decisions at Maharani Cake House. With the background of a high number of people with disabilities in Indonesia, Maharani Cake House emerges as a solution for social inclusion and creating job opportunities for them. A strong brand image and word-of-mouth recommendations are considered to influence customer satisfaction. The research method used is quantitative descriptive with a questionnaire. The data analysis results show that Brand Image and Word of Mouth have a significant influence on purchasing decisions, in line with consumer theory. These findings are consistent with previous research stating that a strong brand image and social interaction play an important role in shaping purchasing decisions. The research conclusion emphasizes the importance of building a strong brand image and enhancing social interaction to improve customer satisfaction and brand loyalty. Therefore, it is recommended for companies to continuously strengthen their brand image and foster word of mouth to increase consumer trust and expand market share.

Nowadays, many brands, be it in the field of beauty or others, utilize influencer marketing as one of the promotional strategies to market their products. Moreover, now that everyone has social media, it is easier to launch marketing strategies through influencer marketing. Brand image also has an important role in improving purchasing decisions, with a strong brand image consumers will not hesitate to buy and even make repeat purchases. This study aims to identify the impact of influencer marketing and brand image on Wardah's purchasing decisions in South Tangerang. The research method used is a quantitative approach involving 55 respondents, and distributing questionnaires using Google Forms. Respondents taken are individuals who have used Wardah products at least once. The data used consisted of primary data. The analysis technique applied is Partial Least Squares (PLS), by conducting validity, reliability, and hypothesis testing. The results showed that both influencer marketing and brand image have a significant (positive) impact on purchasing decisions.

This study aims to analyze the effect of service quality and brand image on customer satisfaction at Honda AHASS   Semarang. Data was collected through a survey of 45 respondents who are customers of Honda AHASS   Semarang. The data analysis technique used is product moment analysis and multiple correlation. The results showed that service quality and brand image together had a significant effect on customer satisfaction. Service quality has a greater influence than brand image. The dimension of service quality that has the most influence on customer satisfaction is the reliability dimension, then the dimensions of responsiveness, assurance, empathy, and finally the caring dimension. The implication of this research is that Honda AHASS in Semarang needs to continue to improve its service quality, especially in the dimensions of reliability, responsiveness, assurance, empathy, and care. In addition, Honda AHASS in Semarang also needs to maintain its brand image to remain positive in the eyes of consumers.

The aim of the study on buying interest at Belikopi was to determine: 1. The influence of price level on consumer buying interest in Belikopi Sampangan 2. The influence of brand image on consumer buying interest in Belikopi Sampangan 3. The influence of price level and brand image on consumer buying interest in Belikopi Sampangan. The type of research used is explanatory, namely research that explains the influence between variables and hypotheses. The test results show 1) there is a significant influence between Price Level and Buying Interest 2) there is a significant influence between Brand Image and Buying Interest d 3) there is a significant influence between Price Level and Brand Image together on Buying Interest 4) From The results of calculating the coefficient of determination obtained a result of 57.04% and the remaining 42.96% was influenced by other variables or factors. 1. Belikopi Sampangan must be able to adjust prices to product quality and maintain reasonable and affordable prices for customers, so as to increase buying interest consumer. 2. Belikopi Sampangan must continue to maintain a good reputation, trustworthy quality and positive perception and be able to overall meet consumer expectations.

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.    

Corporate Social Responsibility (CSR) has become an essential strategy for building a positive brand image and fostering customer trust. This study compares the role of CSR in enhancing brand image within Indonesian and Kazakhstani markets, focusing on sectors with high consumer visibility. Through a survey of consumers and interviews with CSR managers, the research identifies key CSR activities that resonate with each market's audience. The study concludes that culturally tailored CSR initiatives can significantly enhance brand perception, suggesting that firms should adapt their CSR strategies to align with local values and consumer expectations.

Recently, skin care products have become increasingly diverse, with various brands and types of products available. This research aims to examine the influence of product quality perceptions, influencer reviews, brand trust, and brand image on purchasing interest in Scarlett Whitening products in the city of Purwokerto. This research was conducted in the city of Purwokerto involving 120 respondents. Sample collection was carried out using an incidental sampling technique. Data was collected through distributing questionnaires. By using multiple linear regression analysis tools. The results of this research show that perceived product quality has a positive and significant effect on purchasing interest. Influencer reviews have a positive and significant effect on purchasing interest. Brand trust has a positive and significant effect on purchasing interest. Meanwhile, brand image has a negative and significant effect on interest in purchasing Scarlett Whitening products in the city of Purwokerto.  

This study focuses on the strategic brand image of Ayam Geprek Sai Lamongan Branch in the context of Islamic business. This research aims to understand the influence of Islam on consumer perceptions of a company's brand image and its impact on business success, financial performance and reputation. This study uses qualitative and descriptive research methods to analyze the brand image of Ayam Geprek Sai Lamongan Branch. This research focuses on studying the Islamic business environment in Lamongan Regency, especially Rumah Makan Geprek Sai. This research uses descriptive qualitative methods to collect data from restaurants and data sources collected through observations. This study contributes to the understanding of Islamic business feasibility studies and the potential that can contribute to company success.

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.