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Peran Online Customer Review, Online Customer Rating, dan Citra Merek pada Keputusan Pembelian
Jurnal Manajemen Riset Inovasi
Vol 2
, No 4
(2024)
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 Cipo...
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Pengaruh Kesadaran Merek dan Citra Merek Terhadap Keputusan Pembelian dengan Kepercayaan Merek Sebagai Variabel Mediasi pada Kopi Nako
Jurnal Manajemen Riset Inovasi
Vol 2
, No 4
(2024)
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 h...
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Pengaruh Social Media Marketing dan Pengalaman Merek terhadap Niat Beli dengan Ekuitas Merek sebagai Variabel Mediasi Pada Kopi Fore
Rahmad Safrudin
; Ari Anggarani
Jurnal Penelitian Manajemen dan Inovasi Riset
Vol 2
, No 5
(2024)
This study aims to examine the influence of social media marketing and brand experience on purchase intention through brand equity as a mediating variable in fore coffee. This research is motivated by increasing purchase intentions due to the use of social media identified as a key factor in influencing consumer perceptions of the Fore coffee brand. Additionally, brand experience is considered a factor that plays an important role in shaping brand equity, and ultimately motivating purchase inten...
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