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This study aims to examine the influence of brand image, brand experience, and brand love on repurchase intention among McDonald’s consumers in Indonesia. A quantitative approach was employed, using a survey method with questionnaires distributed to 100 respondents. Data were analyzed using Partial Least Squares (PLS) with the assistance of SmartPLS version 4.1.1.2. The results indicate that brand image and brand love have a positive and significant effect on repurchase intention, while brand experience does not show a significant effect. Furthermore, brand love mediates the relationship between brand image and repurchase intention but does not mediate the effect of brand experience. These findings highlight the importance of brand image and emotional attachment in fostering consumer loyalty through repurchase intention.

This study aims to analyze the influence of Brand Image and Product Innovation on Consumer Loyalty toward iPhone smartphones, with the research focused on university students in sleman regency. The increasing use of iPhones among students who are known to be critical and selective in choosing technology products forms the basis of this research. A quantitative approach was employed using a survey method, where questionnaires were distributed to 100 respondents who are iPhone users among university students in sleman regency. Data were analyzed using multiple linear regression with the assistance of SPSS version 26.

This study examines the influence of social media advertising, brand image, and product innovation on consumer loyalty toward Kalbe Nutritional in Yogyakarta, both partially and simultaneously. Using a quantitative method with purposive sampling, data were collected from 100 respondents through a Likert-scale questionnaire and analyzed using SPSS 20. The results indicate that social media advertising and brand image do not have a significant effect on consumer loyalty, while product innovation has a positive and significant impact. The limitation of this study lies in the absence of age segmentation. This study recommends strengthening digital strategies and conducting further research that considers demographic factors

This study aims to determine the influence of Brand Image, Price, and Service Quality on Consumer Purchase Decisions at Vins Aesthetic Clinic Blitar. This research adopts a quantitative approach, focusing on the statistical analysis of the relationship between variables. The data were obtained from primary sources through the distribution of structured questionnaires to respondents. The population in this study consisted of all consumers of Vins Aesthetic Clinic Blitar. A sample of 100 respondents was selected using a saturated sampling technique, where the entire population is used as the sample due to the accessible number of consumers during the research period. Several analytical methods were applied, including validity and reliability tests to ensure the quality and consistency of the research instruments. Classical assumption tests were also conducted to confirm the appropriateness of the regression model. The study used multiple linear regression analysis to examine the effect of the independent variables — Brand Image, Price, and Service Quality — on the dependent variable, namely Consumer Purchase Decisions. The results of the partial (t-test) analysis showed that each variable — Brand Image, Price, and Service Quality — has a positive and significant influence on purchase decisions. Furthermore, the results of the simultaneous (F-test) analysis indicate that all three variables together significantly affect Consumer Purchase Decisions at Vins Aesthetic Clinic Blitar.

This study aims to determine the effect of pemasaran konten and citra merek on buying interest in Desira Jewelry. This research was conducted using purposive sampling technique on 100 respondents who use social media and well known Instagram Desira Jewelry. The data collection technique was carried out using a questionnaire. The findings from the results of the study found that pemasaran konten has a positive and significant effect on purchase intention, and citra merek has a positive and significant effect on purchase intention, then simultaneously pemasaran konten and citra merek affect consumer purchase intention. This research topic is very important for marketers to find out how much influence content has improving the company's image, thus it is important for marketers so that the citra merek that has been created is able to increase buying interest in jewellery in this case Desira jewelry. So that this research can be used to improve marketers in creating good content so as to increase consumer buying interest in a product.

This study aims to analyze the influence of celebrity endorsement and brand image on consumer purchase intention at Kaloka Café in Bima Regency, Indonesia. The research employed a quantitative approach with an associative design. A total of 96 respondents were selected using accidental sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, and F-test with SPSS. The findings reveal that celebrity endorsement does not have a significant effect on purchase intention, while brand image shows a significant positive effect. Simultaneously, both variables significantly affect purchase intention, with a contribution of 44.3%. These results highlight that brand image plays a more dominant role than celebrity endorsement in shaping consumer decisions. The study recommends that Kaloka Café strengthen its brand image through product quality, consistent service, and effective brand communication, while carefully selecting endorsers who are credible and relevant to the target market.

This study is prompted by the reduction in the Rexona brand index in 2024, which coincided with several program-related mistakes that generated consumer dissatisfaction and led to a noticeable erosion of both brand image and brand trust. Such circumstances highlight the vulnerability of even well-established brands when faced with consumer discontent, as missteps in marketing campaigns or product related initiatives can have a lasting impact on how consumers perceive and evaluate a brand. For companies operating in highly competitive industries, these issues raise serious concerns, since negative brand perceptions and diminished trust are likely to undermine consumer loyalty, weaken brand equity, and reduce the likelihood of long-term purchasing behavior. Against this backdrop, the present research seeks to examine more deeply how brand image and brand trust contribute to shaping consumers repurchase intention for Rexona products in Surabaya, a city that represents a dynamic and diverse consumer market. To achieve this objective, the study adopted a quantitative research approach, applying the Partial Least Squares (PLS) method for statistical analysis. Data were obtained through purposive sampling, involving 110 respondents who were identified as active and cosistent user of Rexona products within the city of Surabaya. The findings of the research reveal that brand image shows a benefical effect on repurchase intention, while brand trust demonstrates a significant role in enhancing consumer willingness to engage in repeat purchases. These results emphasize that the synergy between a strong brand image and sustained consumer trust acts as a fundamental determinant for maintaining repurchase intention, particularly within highly competitive market environments.

Asus is one of the laptop brands from Taiwan that is widely recognized among students due to its products offering good quality, reliable performance, and competitive pricing, making it popular among students. This study aims to examine the influence of Product Quality, which includes performance, durability, and the features offered. In addition, price plays an important role in the purchase decision, although in some cases it may be influenced by the consumer’s perception of the product's value. Brand Equity includes factors such as brand awareness, brand image, and consumer loyalty, and is also considered a highly influential element in the Purchase Decision of Asus Laptops among students of the FISIP Faculty at Universitas Mulawarman. This study employs a quantitative approach with a survey method. The sampling technique used is probability sampling with a simple random sampling method, involving 98 respondents. Data is collected through questionnaires distributed to FISIP students at Universitas Mulawarman who are users or buyers of Asus laptops. Data analysis is performed using multiple linear regression to determine the relationship and influence between independent variables (product quality, price, and brand equity) and the dependent variable (purchase decision). The results indicate that product quality, price, and brand equity both partially and simultaneously have a positive and significant effect on the purchase decision, meaning that the greater the likelihood of students purchasing an Asus laptop. These findings show that these three variables are key factors influencing consumer behavior in making a purchase decision for Asus laptops. This study provides valuable insight into the factors influencing technology product purchase decisions among students.

Repurchase intention is the consumer’s tendency to purchase a brand or take an action related to the intention of repurchasing a product that has been purchased in the past and to engage in repeated purchases in the future. This study aims to analyze the effect of Instagram social media attraction, service quality, and brand image on repurchase intention. The study used a sample of 100 PO. Gunung Harta customers who had used the company’s services at least twice within one year. The research was conducted at the head office of PO. Gunung Harta located in Denpasar City. The method applied in this study was a survey method using questionnaires and interviews, with inferential statistical analysis through multiple linear regression. The results indicate that Instagram social media attraction has a positive and significant effect on repurchase intention. Service quality has a positive and significant effect on repurchase intention. Brand image also has a positive and significant effect on repurchase intention. This study is expected to serve as a reference for future researchers. These factors are interconnected, and their collective influence on repurchase intention highlights the importance of a well-rounded marketing strategy that incorporates social media engagement, superior service quality, and a strong brand image. Future research could explore the impact of additional factors, such as customer loyalty programs or word-of-mouth, to gain deeper insights into consumer repurchase behavior.

The design of the 3:30 Kopi website poster was carried out as an effort to present an effective and modern promotional medium to support information needs and introduce the café’s digital platform to the wider community. In line with the development of the digital era, local SMEs such as 3:30 Kopi are required to remain competitive by utilizing visual media that is both communicative and appealing. This poster functions not only as an information tool but also as a branding strategy to strengthen the café’s identity in the eyes of consumers, particularly in the Ciledug area and its surroundings. The visual concept of the poster was designed with careful consideration of both aesthetics and function. The use of brown and cream tones symbolizes the warm and natural character of coffee, while also creating a friendly and elegant impression. Typography was chosen with a simple yet bold style to ensure information is easy to understand. The main elements, featuring a mockup of the website displayed on both laptop and mobile devices, emphasize the flexibility and responsiveness of the platform, which can be accessed anytime and anywhere. In addition, the inclusion of a QR code provides a modern solution that facilitates quick and practical interaction between the audience and the website. Cultural-inspired ornaments derived from 3:30 Kopi’s signature menu further reinforce its visual identity while adding aesthetic value. Through this poster design, 3:30 Kopi is expected to increase brand awareness, attract new visitors, and strengthen its image as a café that not only offers coffee but also provides a productive social space suited to the needs of modern society.

This study analyzes the creative approach and communication methods employed by Afif Yulistian in creating content for his YouTube channel, PipVlog. The study's background stems from the rapid growth of digital media, which has created competition among content creators, where success is determined not only by visual appeal but also by the ability to engage with viewers. This research employed qualitative descriptive methods and collected data through observation, documentation, and in-depth interviews with key informants. The findings of this study indicate that Afif Yulistian focuses on creativity by selecting everyday themes relevant to his audience's lives, maintaining a consistent upload schedule, and adapting to viral trends as strategies to maintain content relevance. His creative process encompasses pre-production, production, and post-production stages, utilizing simple narratives, light editing, and humor. In terms of communication, Afif employs a casual, familiar, and friendly style, creating a genuine impression and strengthening emotional connections with viewers. His consistent personal branding also reinforces his image as an original and relatable creator. This study concludes that PipVlog's success is supported by a combination of creative strategies and efficient communication methods. These findings provide theoretical contributions to the field of communication science, particularly regarding new media and digital content strategy. From a practical perspective, the research findings can serve as a reference for content creators and creative industry professionals in developing relevant, adaptive strategies that can sustain their presence amidst competition on digital platforms.

This study aims to analyze the influence of students' perceptions of Accreditation (X1), Promotion (X2), and Brand Image (X3) on their Interest (Y) in registering, with Cost (Z) serving as a moderating variable. Data were collected from 399 respondents. The validity test results indicate that all research instruments are valid. Meanwhile, the reliability test results show that all variables have Cronbach's Alpha values ranging from "Good" to "Excellent," confirming their reliability. The study's findings reveal that Promotion and Cost are dominant factors with a positive and significant influence on interest in registering. Additionally, Accreditation also has a positive and significant effect on interest. In contrast, the Brand Image variable does not have a significant partial influence on interest. However, when considered simultaneously, Accreditation, Promotion, and Brand Image collectively have a significant impact on interest. The moderation test results demonstrate that Cost significantly moderates the relationship between Brand Image and Interest, indicating that the effect of Brand Image on interest is either strengthened or weakened by cost considerations. In conclusion, to attract prospective students, private universities should prioritize effective promotional strategies and manage perceptions of competitive costs, including the availability of scholarships. While brand image remains important, focusing on tangible benefits reinforced by cost factors will have a greater impact on prospective students' decisions.

The phenomenon of TikTok content aesthetics has emerged as a new strategy in tourism promotion, including in Labuan Bajo. However, not all content produced has appealing aesthetic quality. Many videos still appear monotonous, lack creativity, or fail to highlight local uniqueness. As a result, some content falls short in building a strong destination image and instead gets lost in the increasingly saturated digital content competition. This research aims to examine in depth how the aesthetics of TikTok content contribute to increasing tourist interest in visiting Labuan Bajo, one of Indonesia’s super-priority destinations. Labuan Bajo was chosen as a case study not only because of its world-class tourism appeal but also because it is currently being actively promoted through digital branding strategies. The study employs a qualitative approach with a case study design. Data were collected through TikTok content observation, in-depth interviews with content creators and local tourism stakeholders, as well as literature analysis on smart tourism and destination branding. This approach was selected to uncover the underlying meaning behind aesthetic content strategies while also highlighting the challenges faced in their implementation. The findings reveal that the aesthetics of TikTok content play a significant role in building a positive image of Labuan Bajo, enhancing its visual appeal, and creating emotional connections between prospective tourists and the destination. Nevertheless, the research also identifies challenges such as limited digital literacy, uneven content quality, and the risk of narrative homogenization that may reduce local uniqueness. Based on these findings, the study recommends the development of destination branding strategies that are more adaptive to social media trends, including the creation of aesthetic guidelines rooted in local culture, digital literacy training for tourism stakeholders, and close collaboration between government, industry, and content creators. Through these efforts, Labuan Bajo has the potential to strengthen its position as a leading world-class destination.

This study aims to analyze the implementation of health education as an integrated marketing strategy for probiotic products through social media at PT Yakult Indonesia Persada. Health education is increasingly recognized as a strategic approach in value-based marketing, where companies offer not only products but also knowledge and added value for consumer well-being. The research employed a qualitative descriptive method using field observation, interviews with marketing staff, and a literature review of related studies. The findings indicate that PT Yakult Indonesia Persada successfully incorporates health education into its marketing activities through the Yakult Lady program, school visits, health seminars, factory tours, and interactive digital content on social media platforms. These strategies have proven effective in raising consumer awareness of digestive health, strengthening brand image, and maintaining customer loyalty. The study highlights the crucial role of social media integration in reaching younger demographics, fostering engagement, and amplifying educational messages. The consistent delivery of educational content, supported by visual storytelling and personalized approaches, has contributed significantly to Yakult’s sustainable growth in the Indonesian probiotic market. Theoretically, this study enriches the discourse on digital marketing and health communication, while practically, it offers insights for companies seeking to align promotional strategies with consumer education and public health improvement.

Introduction: Repurchase intention is one of the important indicators in the world of health services, especially in hospitals. XYZ General Hospital must evaluate the services provided to patients by understanding patient perceptions, particularly through patient experience, as 50% of respondents expressed unwillingness to recommend or reuse the hospital’s services. This highlights a potential gap between service delivery and patient expectations. Method The purpose of this study was to analyze the influence of patient experience, brand image, and trust on repurchase intention at XYZ Hospital, with attitude as an intervening variable. This study employed a quantitative explanatory research design, involving 182 patients from outpatient and inpatient units who had visited more than once. Data were collected through structured questionnaires and analyzed using the Structural Equation Model (SEM) with the Partial Least Square (PLS) method, supported by the SmartPLS software. Results: The results revealed that patient experience, brand image, and trust significantly affect patient attitudes, which in turn directly influence repurchase intention. Attitude serves as a mediating variable between patient experiences, brand image, trust, and repurchase intention. Simultaneous testing confirmed that all independent variables have a joint effect on repurchase intention. Among the variables tested, attitude showed the strongest direct influence on repurchase intention, while patient experience had the highest indirect effect through attitude. Conclusion: These findings underscore the critical role of patient experience in shaping positive perceptions of service quality, which contribute to strengthening brand image, increasing trust, and fostering patient attitudes that support future service utilization. Therefore, healthcare providers must prioritize improving communication, staff responsiveness, and patient-centered care to enhance overall experience, build loyalty, and ensure long-term sustainability of healthcare services.

This study aims to analyze the effect of brand image and viral marketing on purchasing decisions of Mixue products among students of the Business Administration Department at Politeknik Negeri Medan. Mixue is one of the contemporary beverage brands that has experienced rapid growth among university students. This popularity is inseparable from the strong brand image it has built and the viral marketing strategy carried out through social media platforms such as TikTok and Instagram, which successfully attract the attention of the younger generation. The research employed a quantitative approach by collecting numerical data supported with explanatory analysis. Data were obtained through questionnaires distributed to 93 respondents selected using purposive sampling, with specific criteria, namely students who had purchased Mixue products. The data were analyzed using a series of statistical tests, including validity test, reliability test, multiple linear regression, classical assumption test, t-test, F-test, and coefficient of determination (R²), with the assistance of SPSS version 27. The results indicate that, partially, brand image has a positive and significant effect on purchasing decisions of Mixue products among Business Administration students at Politeknik Negeri Medan. Viral marketing also shows a positive and significant partial effect on purchasing decisions. Simultaneously, both brand image and viral marketing have a positive and significant influence on purchasing decisions. These findings highlight the importance of brand perception and digital marketing strategies in shaping consumer behavior, particularly among young generations who are actively engaged with social media platforms.

The development of digital technology has driven a significant transformation in the company's marketing strategy, including in the health beverage sector. This study aims to examine the use of omnichannel strategies in supporting digital marketing in PT. Yakult Indonesia Persada. The method used is descriptive observation with a focus on the integration of digital marketing channels and traditional distribution. The results show that the implementation of an omnichannel strategy is able to create a consistent consumer experience, expand market reach, and strengthen brand image. The integration between digital channels such as social media and e-commerce with conventional distribution through Yakult Lady provides more flexible product access for consumers. In addition, educational and informative digital content has proven to be effective in increasing public health awareness and customer loyalty. However, challenges such as cross-channel information consistency and integrated technology management still need to be addressed. This study concludes that omnichannel strategy is a relevant and adaptive approach in dealing with the dynamics of the health beverage industry in the digital era. The implementation of this strategy not only supports operational efficiency, but also strengthens the relationship between the company and consumers through a personalized and sustainable experience. These findings are expected to serve as a reference for other companies in designing digital marketing strategies that are inclusive and responsive to changing consumer behavior.

This study aims to examine the influence of Product Variation, Brand Image, and Co-Branding on Purchase Decisions among Miniso Central Park consumers in West Jakarta. The research was conducted using a quantitative approach with 100 respondents selected through non-probability sampling with an accidental sampling technique. Data were collected using questionnaires based on a Likert scale and analyzed using SPSS version 25 with multiple linear regression. The findings show that Product Variation does not significantly influence purchase decisions, indicating that the wide variety of Miniso products alone is not the primary factor driving consumer choices. In contrast, Brand Image demonstrates a strong and significant influence, highlighting that consumers’ trust and perception of Miniso’s brand identity play an important role in their purchasing behavior. Furthermore, Co-Branding also significantly affects purchase decisions, as collaborations with other well-known brands or icons enhance the appeal and perceived value of Miniso products. The combined effect of Brand Image and Co-Branding creates stronger consumer engagement, although Product Variation alone remains insufficient in driving decisions. This study contributes to the understanding of retail marketing strategies, particularly in the context of lifestyle-oriented retail businesses. It suggests that building a strong brand image and leveraging effective co-branding partnerships are more impactful than merely expanding product variety. The implications of this research can assist retail companies in optimizing their marketing mix strategies to strengthen competitiveness in Indonesia’s rapidly growing retail sector.

This study aims to enhance the utilization of One Media Digital tvOne by employing Instagram as a strategic communication tool. Instagram was chosen because of its strong visual and interactive characteristics as well as its large active user base in Indonesia, making it highly relevant in the context of strengthening the branding of digital television media. The focus of this research is to explore how tvOne leverages Instagram to reinforce its branding, increase audience participation, and build emotional closeness with its followers. The research adopts a descriptive qualitative approach with data collection techniques including in-depth interviews, participatory observation, and documentation. The informants consist of the tvOne social media team responsible for managing the official account, as well as active Instagram users who represent the primary audience. Two main theories support the analysis: Uses and Gratifications Theory, which emphasizes audience motives and satisfaction in media consumption, and Brand Awareness Theory, which relates to efforts in building awareness and audience loyalty toward a brand. The findings reveal that tvOne applies a consistent communication strategy through engaging visual content and the use of Instagram features such as reels, stories, and live streaming, combined with an interactive communication style. These strategies have proven effective in enhancing brand awareness, reinforcing a positive image, and cultivating audience loyalty. Personal approaches through direct interactions also foster a sense of emotional involvement among followers of the @tvonenews account. Thus, Instagram serves not only as an entertainment platform but also as a strategic communication device that continuously strengthens tvOne’s digital branding.

The footwear industry has experienced significant growth, particularly in the fashion segment, where shoes are no longer considered solely as functional items but also as lifestyle products that reflect personal identity and social expression. Among various global brands, Dr. Martens has become one of the premium footwear products with a distinctive image and loyal consumer base. This study aims to examine the influence of Product Quality, Brand Image, and Brand Awareness on Purchasing Decisions of Dr. Martens shoes in Jakarta. The research employed a quantitative method with non-probability sampling, using the accidental sampling technique. The population consisted of consumers who had purchased Dr. Martens shoes, and a total of 100 respondents were collected through questionnaires distributed among university students. The instrument used was a Likert scale questionnaire, and the data were analyzed using multiple linear regression with SPSS version 22. The findings show that Product Quality and Brand Awareness have a positive and significant influence on Purchasing Decisions, while Brand Image does not show a significant effect. These results indicate that consumers are more influenced by tangible product attributes and the level of brand recognition than by brand perception alone. This highlights the importance for premium footwear companies to maintain consistent product quality and strengthen brand awareness strategies, especially through digital marketing channels, to influence purchase behavior. The study contributes to the literature on consumer behavior and provides practical insights for fashion industry players to formulate effective marketing strategies in a competitive market.