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This research is motivated by the phenomenon of decreasing number of customers at Emdee Easy Beauty Clinic Batam, which indicates the need for an evaluation of marketing strategies. The purpose of this study is to analyze the influence of price, promotion, brand image, and product quality on consumer satisfaction. The research method used is quantitative associative with a sample of 91 respondents taken using simple random sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that simultaneously, price, promotion, brand image, and product quality had a significant effect on consumer satisfaction (F count 14.111 > F table 2.47). Partially, the variables of price, promotion, and brand image have a positive and significant influence, but product quality does not have a significant effect on consumer satisfaction in this study. The implication of these findings is that clinic management needs to prioritize competitive pricing strategies, strengthen promotional activities, and maintain a positive brand image to sustain and increase customer satisfaction.

This study is motivated by the increasing competition in the Muslim fashion industry, which encourages SMEs to develop effective marketing strategies to build brand image. The purpose of this study is to analyze the implementation of the marketing mix (4P) strategy in strengthening the brand image of Bell.Scraft SMEs. This research employs a qualitative approach using a case study design. Data were collected through interviews, observations, and documentation, and then analyzed using the data analysis techniques of Miles, Huberman, and Saldana, which include data condensation, data display, and conclusion drawing. The results indicate that the product aspect is carried out through continuous trend research and market needs analysis, the pricing aspect applies a combination of cost-based and value-based approaches, the distribution aspect utilizes a multichannel strategy through resellers, social media, and marketplaces, while the promotion aspect focuses on trust-based digital strategies through authentic content and influencers. Overall, the implementation of the marketing mix (4P) supports the strengthening of Bell.Scraft’s brand image amid market competition. The implications of this study suggest that the use of integrated and digital-based marketing strategies can enhance the competitiveness of SMEs and build long-term relationships with consumers.

The purpose of this study is to examine how online promotion, product innovation, and brand image affect product competitiveness in Batam City's flower bucket equipment industry (CV Acmeteam). This study employs a quantitative methodology, gathering information from 100 respondents via questionnaires using Simple Random Sampling with Slovin formula from a population of 135 active customers. Data were analyzed through validity tests, reliability tests (Cronbach's Alpha = 0.750), classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression, partial t-test, simultaneous F-test, and coefficient of determination (R²). Results show that all questionnaire items are valid and reliable. The normality test (Asymp. Sig. = 0.866 > 0.05) indicates normally distributed data, and no multicollinearity (VIF < 10) or heteroscedasticity (Sig. > 0.05) was detected. Regression analysis reveals that online promotion (β = 0.521, Sig. = 0.041), product innovation (β = 0.668, Sig. = 0.033), and brand image (β = 0.458, Sig. = 0.049) each significantly influence product competitiveness. Simultaneously, all three variables are significant (F = 9.876, Sig. = 0.000) and explain 44.9% (R² = 0.449) of product competitiveness variance. Product innovation is the strongest predictor. This study concludes that strong brand image, continuous product innovation, and effective digital marketing are essential pillars for enhancing product competitiveness. Business actors must optimize these three elements to compete effectively in an increasingly open creative industry market.

The revocation of Pinkflash's cosmetic product distribution license by the Food and Drug Supervisory Agency (BPOM) has once again attracted public attention after the brand experienced a similar incident in 2024. This crisis raises questions about Pinkflash's public relations strategy in maintaining consumer trust and preserving its brand reputation. This study aims to analyze Pinkflash's public relations strategy and measure the impact of the crisis on public perception through social media sentiment analysis using Brand24. The research method used is a descriptive qualitative approach. The main data in this study was obtained from official documents by BPOM and official brand statements, which were then analyzed using content analysis and sentiment analysis using Brand24. The results of the study show that Pinkflash's crisis response only temporarily dampened negative sentiment. The root of the problem lies in weak governance, which led this study to conclude that reputation can only be rebuilt through comprehensive improvements to the quality of its systems and supply chain, with a commitment to honest operations as the key.

This study aims to analyze the influence of product innovation, brand image, and service quality on consumer purchasing decisions at Bromfiets Cafe Srengat Blitar. The research is motivated by the growing competition in the culinary industry, which requires businesses to continuously innovate, strengthen brand image, and improve service quality to retain customers. The research method employed a quantitative associative approach, with data collected through questionnaires distributed to 121 respondents selected using the accidental sampling technique. The data were analyzed using multiple linear regression with the aid of SPSS version 25.0. The results show that product innovation, brand image, and service quality have a positive and significant effect both partially and simultaneously on consumer purchasing decisions. The Adjusted R² value of 0.727 indicates that these three variables explain 72.7% of the variation in purchasing decisions, while the remaining 27.3% is explained by other factors outside the research model. These findings highlight that the synergy between product innovation, brand image, and service quality is the key factor influencing purchasing decisions and sustaining competitive advantage in local culinary businesses.

The intense competition in the footwear industry requires companies to adopt effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the effect of brand image, product design, and price on consumer purchasing decisions for Bata products in Bima City. A quantitative approach was applied, with a sample of 96 respondents selected using accidental sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple regression analysis, t-tests, and F-tests with the SPSS program. The results show that brand image has no significant effect on purchasing decisions, while product design and price have a significant positive effect. Simultaneously, brand image, product design, and price significantly influence purchasing decisions for Bata products in Bima City. These findings highlight the importance of product design and price competitiveness in strengthening consumer purchase intentions.

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 explain and test hypotheses regarding the influence of customer experience and product variation on consumer purchase decisions at Mie Judes Sambi Kediri, with brand image as a mediating variable. This research uses an associative approach with a quantitative method. The sampling technique employed is purposive sampling, involving 100 respondents who are consumers of Mie Judes Sambi. Data were collected through questionnaires, observations, documentation, and literature studies. The analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), processed using SmartPLS version 4.1.1.2, which includes testing the outer model, inner model, and hypothesis testing. The results of the study indicate that customer experience and product variation have a positive and significant effect on brand image and purchase decisions. Brand image also has a significant influence on purchase decisions. Furthermore, brand image is proven to significantly mediate the influence of customer experience and product variation on purchase decisions. These findings affirm that enhancing customer experience and providing product variations that align with consumer preferences play a crucial role in building a strong brand image, which ultimately impacts consumer purchase decisions at Mie Judes Sambi Kediri.

This study analyzes Red Bull advertisements as a form of visual propaganda that effectively constructs a brand image associated with extreme sports, bravery, and extraordinary achievement. The background of this research lies in the phenomenon of the increasing prevalence of visual content in modern marketing strategies, which not only sell products but also embed ideologies and social identities. Red Bull was selected as the object of study due to its consistent use of visual elements rich in symbolic and connotative meaning. This research employs a qualitative approach using Roland Barthes' semiotic analysis method, along with theories of visual propaganda and social identity. The findings reveal that Red Bull communicates its message not merely through images and slogans, but also through the construction of deep connotative meanings. The slogan “Red Bull Gives You Wings” instills a sense of hope in surpassing one's limits, while the use of extreme sports figures as testimonials reinforces the product's image as a symbol of high performance. These advertisements create a modern myth in which Red Bull is associated with courage and freedom, transforming it from a mere energy drink into a lifestyle identity. In the context of social identity, consumers are not only purchasing a product but also affirming themselves as members of an adventurous, active, and daring community. Thus, Red Bull successfully builds brand loyalty through a strong and symbolic visual narrative. This research emphasizes that today’s advertisements are inseparable from ideological functions and the social constructions they visually shape.  

This study aims to determine the effect of online customer review variables, online customer ratings, and brand image on purchasing decision variables partially or simultaneously. The method used in this study is a quantitative method with a sampling method, namely non-probability sampling and the technique used is purposive sampling. The sample of this study were consumers of Mie Gacoan Cipondoh with the criteria of being at least 17 years old, having seen reviews and ratings of Mie Gacoan Cipondoh on Google Reviews, having purchased Mie Gacoan at least once in the last 3 months, and having tasted Mie Gacoan Cipondoh products. The questionnaire collected was 105 respondents, the data was then processed using multiple linear regression methods with statistical software tools. Based on the results of the analysis, it is found that online customer reviews have a positive effect on purchasing decisions. Furthermore, online customer rating has a positive effect on purchasing decisions. Then, it is also found that brand image has a positive effect on purchasing decisions. The final finding is that variables of online customer review, online customer rating, and brand image jointly influence purchasing decisions. It can be concluded that online customer reviews, online customer ratings, and brand image have an effect on purchasing decision variables partially or simultaneously.    

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 purpose of this study was to analyze the relationship between service recovery, switching barriers and brand image variables on purchasing decisions. The independent variables analyzed in this study are service recovery, switching barriers and brand image variables. The dependent variable analyzed in this study is the purchase decision.                             The sample used in this study consisted of 100 respondents who are permanent employees. Sampling was carried out by purposive sampling method by distributing questionnaires. Data analysis in this study used SPSS data processing software version 21. Data analysis in this study used validity and reliability tests, classical assumption tests, multiple linear regression tests and tests. The results showed that the service recovery variable had a positive and significant effect on purchasing decisions, while the switching barrier variable had a positive and significant effect on purchasing decisions and the last result was that brand image variable had a positive and significant effect on purchasing decisions.

The purpose of this study was to determine the effect of product quality, price perception, and brand image on purchasing decisions and to find out the indicators that influence these variables in PRODUCT QUALITY ANALYSIS, PRICE PERCEPTION AND BRAND IMAGE ON PURCHASE DECISIONS OF VIT BRAND DRINKING WATER IN VILLAGES BANJARNEGARA GRIPIT.                 The independent variables in this study are product quality, perceived price and brand image. The dependent variable in this study is the Purchase Decision using the Reo Purba formula in selecting the sample used based on chance encountered or whoever the researcher sees as suitable as a data source, namely 100 respondents.                The method used in analyzing the data is multiple linear regression analysis which includes the t test and f test where previously the data was tested with validity, reliability and classic assumption tests, for the classical assumption test consisting of multicollinearity tests, heteroscedasticity tests and normality tests with SPSS program assistance. The results of the study show that product quality has a significant effect, price perception has a significant effect, brand image has no significant effect on purchasing decisions for bottled drinking water with the VIT brand in the village of Gripit, Banjarnegara.  

This research is related to the influence of customer satisfaction, brand image and service quality on customer loyalty. (Case Study at PT Anugerah Prestasi Nusantara Purwokerto). The purpose of this research is to determine the influence of customer satisfaction, brand image, and service quality on customer loyalty. The respondents in this study were 100 people who live in Purwokerto using an accidental sampling technique. The data collection methods used were questionnaires, interviews and observations. Meanwhile, the method used to analyze the data is using the SPSS program. The results of this research show that customer satisfaction has a positive and significant effect on customer loyalty at PT Anugerah Prestasi Nusantara, brand image has a positive and significant effect on customer loyalty at PT Anugerah Prestasi Nusantara, service quality has a positive and significant effect on customer loyalty at PT Anugerah Prestasi Nusantara. This proves that customer satisfaction, brand image and service quality can increase customer loyalty at PT Anugerah Prestasi Nusantara Purwokerto

This study aims to determine the Influence of Brand Image, Product Quality, and Promotion on Purchasing Decisions at Persis Store Surakarta. Sampling from the population is determined by purposive sampling method. The sample size obtained was 103 samples who were customers who had made purchases at Persis Store. The method used to analyze the data is multiple linear regression analysis in which previously the data was tested first with validity tests, reliability tests, and classical assumption tests consisting of normality tests, multicollinearity tests, and heteroscedasticity tests. The results obtained showed that brand image, product quality, and promotions contained in Persis Store Surakarta had an effect of 0.586 or 58.6% on Purchase Decisions and 41.4% were influenced by other variables. 

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.    

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.  

Penelitian ini bertujuan untuk mengeksplorasi dan menganalisis peran etika dan sikap bisnis dalam konteks penerapan di PT Bank Central Asia, Tbk (BCA). Sebagai salah satu bank terbesar dan terkemuka di Indonesia, PT BCA, Tbk memiliki tanggung jawab besar dalam memastikan bahwa praktik bisnisnya mencerminkan standar etika yang tinggi dan sikap bisnis yang bertanggung jawab. Metodologi penelitian yang digunakan melibatkan pendekatan yuridis empiris yang komprehensif. Langkah pertama melibatkan tinjauan mendalam terhadap literatur yang relevan tentang etika bisnis dan sikap bisnis dalam industri perbankan, serta kerangka hukum yang mengatur praktik bisnis di Indonesia. Selanjutnya, penelitian ini akan melakukan wawancara mendalam dengan manajemen senior dan staf kunci di PT BCA, Tbk untuk memahami bagaimana etika diterjemahkan ke dalam keputusan bisnis sehari-hari dan bagaimana sikap bisnis mempengaruhi strategi perusahaan. Selain itu, analisis dokumen internal perusahaan akan dilakukan untuk memeriksa kebijakan dan prosedur yang telah diterapkan oleh PT BCA, Tbk terkait dengan etika dan sikap bisnis. Data yang terkumpul dari wawancara dan analisis dokumen akan dianalisis menggunakan pendekatan kualitatif, memungkinkan identifikasi pola, tren, dan temuan kunci yang berkaitan dengan peran etika dan sikap bisnis dalam penerapan di PT BCA, Tbk. Hasil penelitian ini diharapkan akan memberikan wawasan yang mendalam tentang bagaimana etika dan sikap bisnis di PT BCA, Tbk memengaruhi kinerja perusahaan dan citra mereknya. Temuan ini juga dapat memberikan kontribusi bagi pengembangan praktik bisnis yang lebih bertanggung jawab di sektor perbankan Indonesia secara umum.

Penelitian ini bertujuan untuk mengeksplorasi sejauh mana citra merek dan kualitas produk dapat memengaruhi loyalitas konsumen generasi milenial terhadap Mie Instan Sedaap, dengan kepuasan konsumen sebagai variabel mediasi. Generasi milenial dipilih sebagai fokus karena mereka merupakan kelompok usia produktif yang memiliki karakteristik konsumsi yang unik, kritis terhadap merek, dan cenderung loyal terhadap produk yang sesuai dengan nilai dan preferensi mereka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh signifikan terhadap kepuasan konsumen, sedangkan kualitas produk tidak menunjukkan pengaruh yang signifikan terhadap kepuasan. Namun, secara langsung, baik citra merek maupun kualitas produk terbukti berpengaruh terhadap loyalitas konsumen. Sementara itu, kepuasan konsumen tidak memiliki pengaruh langsung terhadap loyalitas, dan tidak berperan sebagai mediator antara citra merek maupun kualitas produk terhadap loyalitas. Temuan ini memberikan wawasan bagi produsen Mie Sedaap dalam merancang strategi merek yang lebih relevan dengan nilai-nilai generasi milenial untuk meningkatkan loyalitas mereka.

This research aims to explore the consequences of brand image, product quality, price, and celebrity endorsers on consumers' tendency to buy Scarlet Whitening Body Lotion products again. Survey participants included consumers who bought and used Scarlet Whitening Body Lotion products from Yogya Mall Brebes, with a total of 464 people. The research sample was taken as much as 25% of the population, namely 116 respondents, with the implementation of random selection procedures. The information collection equipment used is a questionnaire that has been tested for validity, reliability, and meets the assumptions of classical responses. The data were tested by multiple regression analysis, t test, F test, as well as coefficient of determination. The results show that brand image has a positive and significant influence on purchasing decisions. Product variables have no effect on purchasing decisions, price and celebrity endorsers have no effect on purchasing decisions. In totality, brand image, product quality, price, and celebrity endorsers have an influence on the purchase decision of Scarlet Whitening Body Lotion products.