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This research aims to analyze and prove the influence of brand image, price and promotion on buying interest in Wardah cosmetic products (study on chacha cosmetics Tlogosari Semarang). This type of research is quantitative, the population of this research is consumers of the Chacha Cosmetics Tlogosari Semarang shop with a total of 96 respondents. This research uses a non-probability sampling technique, namely purposive sampling. Measurements in this study used a Likert scale which was then processed using the IBM SPSS Statistics version 23 for Windows analysis tool. The results of this research show that there is an influence between brand image, price and promotion on purchasing interest.

The fashion industry in 2024 will continue to develop along with developing trends, technology and consumer needs. The existence of the fashion industry as one of the largest industries in the world contributes to the Indonesian economy. In the Indonesian fashion industry, there are many local brands. One of them is the Hamlin brand. In mid-March 2024, Hamlin was hit by an issue of product counterfeiting. This issue prompted the author to carry out media monitoring to monitor and analyze updates related to conversations regarding the Hamlin brand, including specific, positive opinions and negative opinions that could affect the public's reputation and trust in the Hamlin brand. This research uses a descriptive qualitative approach. Research data was obtained from the results of analysis of reviews on several social media. Researchers also use secondary data in the form of journal articles, books and other literature on the internet. The theory used in this research is Erving Goffman's dramaturgical theory. The results of the analysis show that the issue of product counterfeiting involving the Hamlin Brand has significantly disrupted the brand's image and reputation. Hamlin Brand's ineffective response to this issue has exacerbated the situation and increased public doubt and distrust of the brand.

Social media has become an essential tool in the development of Micro, Small, and Medium Enterprises (MSMEs) in this digital era. This research aims to investigate the role of social media in supporting the growth and success of MSMEs. Through a comprehensive literature review, this study explores the various benefits obtained by MSMEs from the use of social media, including increased visibility and market reach, more intensive customer interactions, and enhanced brand awareness and business image. However, this research also identifies several challenges faced by MSMEs in leveraging social media, including limitations in digital knowledge and skills, as well as managing limited time and resources. Based on these findings, this study concludes that it is important for MSMEs to equip themselves with the necessary digital knowledge and skills, and to develop targeted and sustainable marketing strategies through social media. Additionally, support from government and non-profit organizations in the form of training, resources, and technical assistance can also help MSMEs harness the full potential of social media for their business growth. By overcoming these challenges, MSMEs can maximize the benefits of social media in supporting the growth and success of their businesses in an increasingly digital market.

The development of natural skincare products, such as spinach powder face masks, is becoming increasingly popular as a safe and environmentally friendly alternative. However, many beginner entrepreneurs lack understanding of proper packaging and labeling techniques, which can reduce product appeal and consumer trust. This community service activity aimed to enhance students’ skills in applying effective packaging and labeling techniques as part of product branding strategies. The implementation methods included knowledge delivery through training sessions, literature review on cosmetic packaging standards, creative design of attractive packaging and labels, and hands-on practice in packaging and labeling the spinach powder face mask products. The results showed that students gained new insights into the importance of packaging and labeling in building brand image. Moreover, the professionally designed packaging and informative labels created by the students successfully improved the perceived quality of the product among consumers and increased its marketability.

Social media has become an essential tool in the development of Micro, Small, and Medium Enterprises (MSMEs) in this digital era. This research aims to investigate the role of social media in supporting the growth and success of MSMEs. Through a comprehensive literature review, this study explores the various benefits obtained by MSMEs from the use of social media, including increased visibility and market reach, more intensive customer interactions, and enhanced brand awareness and business image. However, this research also identifies several challenges faced by MSMEs in leveraging social media, including limitations in digital knowledge and skills, as well as managing limited time and resources. Based on these findings, this study concludes that it is important for MSMEs to equip themselves with the necessary digital knowledge and skills, and to develop targeted and sustainable marketing strategies through social media. Additionally, support from government and non-profit organizations in the form of training, resources, and technical assistance can also help MSMEs harness the full potential of social media for their business growth. By overcoming these challenges, MSMEs can maximize the benefits of social media in supporting the growth and success of their businesses in an increasingly digital market.

This study aims to analyze the interplay between ethical values and materialism in digital advertising and its impact on branding strategies in the digital era. Using a qualitative literature review approach, the study evaluates 25 national and international journals discussing contemporary ethical dilemmas, such as visual manipulation, transparency issues, and consumerist values in advertising. The findings highlight that while materialism can enhance brand imagery, it risks breaching ethical standards without alignment to honesty and social responsibility. The study also underscores the relevance of Islamic ethical values—such as as-sidq and amanah—in building sustainable branding. Ethical awareness in digital advertising is not just normative but a long-term branding strategy

Consumer purchasing decisions are one of the most crucial aspects for companies, because purchasing decisions can affect revenue, business growth, reputation, competition in the market, operational efficiency, product innovation, and customer loyalty. There are several factors that influence purchasing decisions, including brand image and nutrition label. This study aims to examine the effect of brand image and nutrition label on purchasing decisions with a healthy lifestyle as a moderating variable. The sample used in this study was 100 respondents. The sampling method used in this study was purposive sampling method. Data collection was carried out through distributing questionnaires online via google form and offline distribution where respondents received and answered on a questionnaire sheet. The data analysis technique used in this research is Moderated Regression Analysis. The results of this study indicate that brand image and nutrition label partially have a significant effect on Fitbar purchasing decisions in Denpasar City. Then, healthy lifestyle moderates brand image and nutrition label partially on Fitbar purchasing decisions in Denpasar City.

This research aims to analyze the influence of Brand Image, Brand Trust and Product Quality on Purchase Decisions for Frestea products. The subjects in this research were consumers who had previously purchased Frestea products. The sample used in this research was 160 respondents. The sampling technique uses purposive sampling using a quantitative descriptive approach. The data analysis used is Smart PLS. The research results show that Brand Image has a positive and significant effect on Purchasing Decisions, Brand Trust has a positive and significant effect on Purchasing Decisions and Product Quality has a positive and significant effect on Purchasing Decisions. Partially, the results obtained are that there is a significant positive influence on Brand Image on Purchasing Decisions, Brand Trust has a positive and significant influence on Purchasing Decisions and Product Quality has a positive and significant influence on Purchasing Decisions

The rise of the new cosmetics industry with various levels of companies has an impact on the number of cosmetics lovers and users in Indonesia. In this case, the company must form and improve its brand image to differentiate the company from its competitors. As a local beauty brand, Npure is campaigning #SehatSkinGeneration which is uploaded via Instagram with the hope that there will be new generations who will speak up and care about the process towards healthy skin for both men and women and of all age groups. This research was conducted to measure how much influence the #SehatSkinGeneration campaign has on the Npure Brand Image. The theories used in this research are Public Relations Campaign theory (Newsom, Scoot, & Turk (1997:475) (in Ruslan, 2021:96) and Brand Image theory (Kotler Keller, 2013). The approach in this research uses quantitative methods. survey by distributing questionnaires to 78 samples that have been determined using the Solvin formula calculation with sampling using random sampling The influence of the public relations campaign on brand image is 64.6%, this figure means that the influence of the two variables is high, while the remaining 35.6% is influenced by other factors outside the research variables. By proving the existence of an influence, the results of the hypothesis test are 20.005 > 1.665, then Ho is rejected and H1 is accepted, which means the regression coefficient is significant, namely that there is an influence between the Public Relations Campaign and Brand Image Npure.    

This study aims to determine the effect between the variables Brand Image (X) and Price (X2) on Consumer Purchase Interest (Y) at MDA Collection. This type of research is quantitative research which is used to test the relationship of a variable to other variables which emphasizes its analysis on numbers processed by statistical methods. The data collection techniques used are primary data and secondary data. Sample selection using saturated sampling method, the number of samples in the study obtained 40 respondents at MDA Collection. Data analysis using the Statistical Program for Social Science (SPSS). The analysis techniques used are validity and reliability tests, classical assumption tests, multiple linear analysis tests and hypothesis testing. Based on the results of this study, it shows that partially the Brand Image variable (X1) has a significant effect on Consumer Purchase Interest (Y). Partially Price (X2) has a significant effect on Consumer Purchase Interest (Y). Simultaneously Brand Image (X1) and Price (X2) affect Consumer Purchase Interest (Y).

Kegunaan kegiatan penelitian ini untuk menunjukkan efek E-WOM, brand image dan content richness terhadap subscription decision pada layanan vidio streaming on demand Netflix di Kabupaten Rembang. Populasi penelitian adalah pengguna Netflix di Kabupaten Rembang yang belum memiliki jumlah tidak pasti (non probability) dengan teknik pengambilan sampel secara acak. Pengolahan analisan ini dilakukan dengan pengolahan multiple regression dengan aplikasi SPSS 24. Hasil analisis ini memiliki hasil  yaitu variabel E-WOM serta citra merek memiliki efek positif tidak signifikan pada subsription decision, beda hal dengan hasil yang dimiliki variabel content richness yaitu variabel tersebut  memiliki efek positif signifikan terhadap subsription decision. Uji determinasi menunjukkan hasil ketiga variabel independen tersebut mampu menjelaskan subscription decision sebesar 92,9% selebihnya yaitu 7,1% dijelaskan oleh faktor lain.

The intense competitiveness in the commercial sector drives this research. Plastic trash in the environment is causing an increasing amount of natural damage. Customers are becoming more demanding when it comes to eco-friendly items. As a result, companies need to adopt green marketing as a new marketing tactic. Companies can get a competitive edge through green marketing by fostering greater customer trust. Young buyers favor things that are good for the environment. The purpose of this study is to determine the degree to which the purchasing decisions of the Class of 2020 Sharia Business Management students at the Faculty of Economics and Islamic Business, State Islamic University (UIN) Sjech M. Djamil Djambek Bukittinggi, are influenced by green marketing and brand image. Quantitative descriptive research is used in this study. Both primary and secondary data were used. With a sample size of 64 respondents, the study's population consisted of users of AQUA products. Data were gathered by questionnaire distribution and observation. Research instrument tests, which include validity and reliability testing, as well as traditional assumption tests, which include tests for heteroscedasticity, multicollinearity, autocorrelation, and normality, were employed in data processing procedures. using the aid of the SPSS22 program. Based on the research findings, it can be inferred that while brand image has a value of 0.00 less than 0.05 or (0.00<0.05), it can be concluded that brand image partially influences purchasing decisions. This is because the company is implementing a new marketing strategy, namely green marketing. The partially green marketing variable has a value of 0.002 which is smaller than 0.05 or (0.002 <0.05). Businesses can gain a competitive edge by using green marketing to enhance their positive consumer perception. It is possible to conclude that green marketing and brand image jointly have a large influence on purchase decisions because they both simultaneously have a computed F value > F table, or 249,499 > 3,148.

This study was conducted to evaluate the effectiveness of brand image in mediating the impact of word of mouth (WOM) on the desire to purchase Mie Sedaap Korean Spicy Chicken products in the Tangerang City area. Through a survey involving 200 individuals selected based on purposive sampling, this research utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) model to process and analyze the data obtained. The results found indicate a positive impact of WOM on brand image and purchase intention, with brand image also functioning as a significant mediator in linking WOM with purchase intention. The conclusion of these findings underscores the need for effective marketing strategies in utilizing WOM to strengthen brand image, which in turn has the potential to increase purchase intentions among consumers.

Nowadays, marketing is a systematic point that is very important for the success of a business in a company and also a company because of the increasingly fierce competition. The local brand of quality mineral water and also has a brandimage that is already embedded in the minds of consumers is Aqua. Brand image plays an important role in shaping brand image in the eyes of consumers and can influence the extent to which customers trust, recognize, and choose brands among their competitors. Instagram plays an important role in shaping brand image for businesses and brands. By using this platform to share creative, inspiring, and relevant content, companies can form an image on the brand that is positive and attractive to a wide audience or audience. The existence of this research has the aim of knowing how strong the influence of Aqua's Instagram content on brand image. The theory used in this research is Instagram content which consists of follow, like, comment, caption. Then next is the Brand Image theory which consists of the strength of brand association, the superiority of brand association, and the uniqueness of brand association on variables. The approach in this study is a quantitative approach with a survey method conducted on 79 respondents of @sehataqua Instagram followers, with sampling techniques using simple random sampling method. The results in the study indicate a fairly high influence, which is spelled out by the amount of 61% of Aqua's Instagram content on Brand image. While the remaining 39% is influenced by variables not examined in this study.

The purpose of this studied was to examine the influence of pastoral function and model of the church worship directly on brand image of the church; and the influence of pastoral functions and models of the church worship through mediating the character of Christ's followers on the brand image of the church. This research includes quantitative research with a survey approach; and path analysis models. Pastoral function and model of the church worship as exogenous (independen) variables; the character of Christ's followers as intervening variables, endogenous (dependen) was the brand image of the church. The study population of members of the Gereja Isa Almasih (GIA) congregation who are members of the congregation of Region I, Region II, Region III and Region IV.  The sample determination used the Taro Yamane formula with a confidence level of 90%, so the data was taken from 100 respondents. The number of respondents for each region is based on population. From the Regional I there were 34 respondents, from the Regional II 33 respondents, from the Regional III 18 respondents, and the Regional IV 15 respondents.  The data obtained from the questionnaire was analyzed with SmartPLS 3.  The results of the research analysis show that pastoral function directly has a positive influence on the brand image of the church but is not significant, but through the intervening variables of the character of followers of Christ, the influence becomes positive and significant. The character variable of Christ's followers becomes the complete mediation variable. While the worship model both directly and through variables intervening the character of Christ's followers has a positive and significant influence on the brand image of the church. The character variable of Christ's followers becomes a partial mediation variable.

The development of technology has resulted in more and more social media platforms appearing that can be used with various functions. Instagram is a social media application that is very popular with Indonesian people. Instagram is the application with the most users in Indonesia which is not only used as a means of entertainment, but Instagram can also be used to build branding for a company, such as Bank Jogja. The Instagram application is used by Bank Jogja to build a positive image with the name Instagram @bprbankjogja. This research aims to determine the use of Instagram in building a positive image of Bank Jogja. The method used in this research is descriptive qualitative with a case study approach with PII analysis. The analysis is divided into three stages, namely preparation, implementation and impact. The subject in this research is Bank Jogja's Instagram @bprbankjogja. The data collection techniques used in this research were observation and interviews. In achieving success in maintaining the positive image of Bank Jogja, currently using Instagram @bprbankjogja, the impact is quite large in disseminating information so that it can cover all groups. Judging from @bprbankjogja's Instagram content about products that are one of the attractions of society by offering this convenience, this has a big impact on society.

In attracting consumers, every company has various strategies, one of which is to carry out Brand Activation or activities carried out by a brand to change the image or increase sales of a company. One of the beauty brands that does brand activation is YOU Beauty. Related to this, the aim of this research is to find out how much influence brand activation has on YOU Beauty products on followers of the Instagram account @youbeauty.idn, consumer loyalty on followers of the Instagram account @youbeauty.idn, the influence of YOU Beauty brand activation on consumer loyalty. The theory used by Brand Activation is Direct Marketing Activation, Social Media Activation, Promotion Activation, Marketing Event Activation, dan Sponsorship Activation, and Consumer Loyalty includes cognitive, affective, and cognative. The approach in this research is quantitative with an explanatory survey method. The data collection technique was carried out by distributing questionnaires which were given to 81 respondents to followers of the Instagram account @youbeuaty.idn. Sampling using probability sampling technique. Questionnaire collection method used is random sampling. The results of this study indicate that the effect of Brand Activation YOU Beauty as a whole responds well (agree), and the effect of Brand Activation on Consumer Loyalty as a whole responds well (agree) to all variable statements X and Y in the research questionnaire, and the magnitude of Brand influence Activation of YOU Beauty products has an adequate and moderate relationship of 0.575 to Consumer Loyalty of Instagram followers @youbeauty.idn with the percentage of brand activation influencing consumer loyality of 33.1% and while the remaining 66.9% is influenced by other factors.

In this era of globalization, rapid development of information technology and digitalization, the role of Cyber Public Relations in influencing brand image has become crucial to the success of companies. In this context, "Bango," a well-known seasoning brand among Indonesians, has utilized Cyber Public Relations strategies to promote and publicize the Bango Jajanan Festival Event. The approach taken in this research is to use a quantitative approach to measure the influence of cyber public relations on Instagram on Bango's brand image. Using a quantitative approach, it is necessary to conduct a survey research method. Based on the results of research and data analysis, it can be seen that this study uses two variables consisting of independent variables (X), namely Cyber Public Relations in publicizing the 2022 Bango Snack Festival Event on the dependent variable (Y), namely Bango Brand Image. From the results of this study, the t_hitung value is 12.378 > 2.628 t_table, so H_o is rejected and H_a. So that the results show that there is a significant influence between the influence of Cyber Public Relations on Brand Image. In addition, based on the correlation value R, it shows that the influence of Cyber Public Relations (X) in publicizing the 2022 Bango Snack Festival Event on Bango's Brand Image (Y) has a positive, strong, and high effect by obtaining an R value of 0.681. While the R_Square number is 0.463. The R_square number is also known as the coefficient of determination, the amount of determination is 0.463 or equal to 46.3%, this figure means that 46.3% of Cyber Public Relations in publicizing the 2022 Bango Snack Festival Event affects Bango's Brand Image. While the remaining 53.7% is influenced by other variables not mentioned in this study.

The purpose of this research is to study how brand image and service quality impact the decisions made by customers when choosing Purandewi Catering wedding organizer services. Descriptive quantitative method with Likert measurement tool was used in this research. Primary data from this study came from 68 respondents who used Purandewi Catering services during the period January - December 2023. The results of the multiple linear regression test show that the brand image variable regression coefficient value is 0.403 or has a positive and significant effect on consumer decisions, then the service quality variable regression coefficient value of 0.298 has a positive effect on consumer decisions. The two variables also simultaneously or together have an effect on consumer decisions to use Purandewi Catering wedding organizer services with the results of the f test count 31.754 greater than the f table value of 3.13.

This research is motivated by the existence of market growth that offers several products on the market to meet the requirements to meet consumer expectations. Intense competition requires companies to be creative by maximizing the existence of brand ambassadors. The compatibility between the brand and the brand ambassador is very important to support brand communication which in turn can form a good brand image. One of the local skincare brands is Avoskin by collaborating with Refal Hady as the brand ambassador. The purpose of this research 1). Knowing the brand ambassador Refal Hady on Instagram followers @avoskinbeauty. 2). Find out the brand image of Avoskin on Instagram followers @avoskinbeauty. 3). Measuring the influence of brand ambassador Refal Hady on Avoskin's brand image. The theory used in this study is the brand ambassador theory (Transparency, Appropriateness, Credibility and Attractiveness) and brand image theory (Strength, Uniqueness and Profits). This study used a quantitative approach with a survey method, distributing questionnaires to 83 respondents. The results of this study indicate that 1). Brand ambassadors have an average yield of 3.36 with agreement. 2). Brand Image has an average yield of 3.40 with agreement. 3). Brand ambassadors have an influence on brand image of 51.1%, while the other 48.9% comes from other factors outside the research variables.