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Journal articles on the topic 'Brand Identity; Consumer Purchasing Decisions'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

Pramezwary, Amelda, Juliana Juliana, Charles Yap, Elvina Rosalie, and Radella Terfinia. "Pengaruh Identitas Brand Dna Ekuitas Brand J.CO Terhadap Keputusan Pembelian Konsumen." Jurnal Sociohumaniora Kodepena (JSK) 1, no. 2 (2021): 116–33. http://dx.doi.org/10.54423/jsk.v1i2.33.

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Abstrak Food and Beverage industry is one of industry that is very competitive within each businesses and brands. Every brand and business are using different strategies applied to gain customers based on their market segment and compete with competitors. The growing intensity of competition in the franchise business, such as J’CO, Dunkin Donuts, Krispy Kreme, Dough Darlings, and so on. Because of this, business owners must pay more attention to the desires of consumers who are diverse, change fast, and of course have different satisfaction values The object of this study was to learn th

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Sabog, Aloysius, George Yaw Bludo, and Miloslava Chovancova. "The influence of brand avoidance on consumers purchasing decision." European Conference on Research Methodology for Business and Management Studies 22, no. 1 (2023): 264–71. http://dx.doi.org/10.34190/ecrm.22.1.1804.

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ABSTRACT One of the most important factors affecting a company's capacity to achieve a competitive advantage over its rivals is its brand. This paper seeks to examine the impact of brand avoidance on consumer purchasing decisions. Consumers are more likely to be satisfied and have higher expectations when brand managers can offer them high-quality products. Additionally, quality brands have a favourable impact on the consumer's purchasing decision. This study uses a qualitative methodology, notably document analysis, to uncover relevant sources on the subject to achieve the study’s aim.

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Samsudin, Acep, Rusdi Hidayat, Zefania Mikha Manurung, Aisyah Widya Ayu, Meidya Ayu Prameswari, and Restiatin Restiatin. "Pengaruh Brand Awareness dan Desain Produk terhadap Minat Beli Konsumen pada Produk Emas." El-Mujtama: Jurnal Pengabdian Masyarakat 3, no. 2 (2023): 626–31. http://dx.doi.org/10.47467/elmujtama.v3i3.2847.

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In the gold jewelry industry, more and more entrepreneurs are offering a variety of brands and designs, and the role of brand awareness and design innovation is important for gold companies, to attract consumers to their products. The purpose of this study was to identify, analyze, and respond to the impact of brand awareness and product design on consumer purchasing decisions for gold products. This makes brand awareness and product design have a positive and significant effect on consumer purchasing decisions on gold products. Keywords: Brand Awareness, Product Design, Purchase Decisio

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Amelda, Pramezwary, Juliana, Yap Elvina Rosalie4 Radella Terfinia5 Charles, Rosalie Elvina, and Terfinia Radella. "Pengaruh Identitas dna Ekuitas Brand J.CO Terhadap Keputusan Pembelian Konsumen." Jurnal Sosiohumario Kodepena 1, no. 2 (2020): 116–33. https://doi.org/10.5281/zenodo.4404807.

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<em>Food and Beverage industry is one of industry that is very competitive within each businesses and brands.  Every brand and business are using different strategies applied to gain customers based on their market segment and compete with competitors. The growing intensity of competition in the franchise business, such as J’CO, Dunkin Donuts, Krispy Kreme, Dough Darlings, and so on. Because of this, business owners must pay more attention to the desires of consumers who are diverse, change fast, and of course have different satisfaction values The object of this study was to learn

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Xu, Chenyang. "How Consumer Identity Shapes Purchasing Decisions." Advances in Economics, Management and Political Sciences 172, no. 1 (2025): 166–73. https://doi.org/10.54254/2754-1169/2025.22349.

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With the continuous development of society and the improvement of living standards, consumption patterns have undergone significant changes. Peoples purchasing decisions are no longer solely based on the functional value or price of products. Instead, consumers increasingly focus on whether a product aligns with their personal identity, values, and social image. This shift in consumer behavior highlights the growing influence of consumer identity in shaping purchasing choices. Therefore, understanding how consumer identity impacts purchasing decisions is essential for businesses to tailor thei

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Putra, Guruh Dwi, Iwan Sidharta, Jimmy Rusjiana, and Kadir Kadir. "The Influence of Brand Image and Price on Purchasing Decisions." Majalah Bisnis & IPTEK 18, no. 1 (2025): 11–22. https://doi.org/10.55208/reww0070.

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This study examines the impact of brand image and pricing on consumer purchasing decisions at a red ginger company in Bandung. This study examines the predominant aspects affecting purchasing decisions: brand image and price. The research methodology employed is route analysis, utilizing a sampling procedure via a questionnaire administered to one hundred consumers who exclusively utilize red ginger goods from the examined company. The study's findings demonstrate that brand image directly affects purchase decisions and indirectly influences them via the price variable. Similarly, price direct

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Saepudin, Asep, Edi Ganda Permana, Wursan Wursan, and Tine Badriatin. "The Effects of Corporate Identity and Product Knowledge on Consumer Purchase Decision." International Journal of Management Science and Information Technology 2, no. 2 (2022): 48–54. https://doi.org/10.35870/ijmsit.v2i2.812.

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The background of this research is that consumer purchasing decisions for the mobile phone Oppo brand are still fluctuating. This is due to Corporate identity, knowledge of the product. Thus, this research focuses on the influence of corporate identity and product knowledge on consumer purchasing decisions. The method used is descriptive qualitative with the following research results. Respondents' responses to corporate identity tend to be good, as well as consumer purchasing decisions. The results of the analysis show that there is a significant influence of corporate identity on consumer pu

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John B Chooranoly and Dr. Neha Sharma. "Balancing Sustainability and Exclusivity: Examining the Key Factors Influencing Luxury Consumer Purchasing Decisions." International Journal for Multidimensional Research Perspectives 3, no. 4 (2025): 17–30. https://doi.org/10.61877/ijmrp.v3i4.260.

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Luxury consumption has traditionally been defined by exclusivity, craftsmanship, and brand heritage. However, growing global emphasis on sustainability is reshaping consumer expectations. This study examines the evolving balance between exclusivity and sustainability in luxury purchasing decisions, assessing whether sustainability enhances or diminishes a brand’s perceived luxury value. It also explores how consumers reconcile ethical responsibility with status-driven consumption. Using a mixed-methods approach including consumer surveys and case studies of leading luxury brands this research

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Sitopu, Joni Wilson, and Adhy Firdaus. "Analyzing the Impact of Packaging Design on Consumer Purchasing Decisions in the Cosmetics Industry." Journal on Economics, Management and Business Technology 3, no. 1 (2024): 1–8. https://doi.org/10.35335/jembut.v3i1.220.

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This study examines the influence of product packaging on consumer purchasing decisions in the cosmetics industry, aiming to understand how various packaging elements impact consumer behavior. Utilizing a mixed-methods approach, including quantitative surveys, qualitative focus groups, and observational studies, the research provides comprehensive insights into consumer preferences and the role of packaging in shaping purchasing decisions. Key findings indicate that aesthetic appeal, functional design, brand congruence, and sustainability are critical factors influencing consumer choices. Visu

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Christi, Aisya, Andi Mulyadi Lutfhi, and Raymond Raymond. "Pengaruh Brand Ambassador Brand Image dan Brand Identity Terhadap Keputusan Pembelian Scarlett Whitening Pada Tiktok Marketplace di Kota Batam." Zona Manajerial: Program Studi Manajemen (S1) Universitas Batam 14, no. 3 (2024): 108–18. https://doi.org/10.37776/zonamanajer.v14i3.1717.

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Abstract - The objective of this study is to evaluate the influence of Brand Ambassador, Brand Image, and Brand Identity on Purchasing Decisions for Scarlett Whitening in the Tiktok Marketplace within Batam City. Scarlett Whitening experienced an increase in sales from 2019 to 2020, but then a significant decline from 2022 to 2023. This decline is believed to be related to a boycott that had a negative impact on consumer reputation and trust. Although the product packaging is attractive, the company's logo is considered too simple and does not adequately represent the diversity of its products

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SINGH, NIRDESH. "IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32740.

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There are a lot of items out there competing for consumers' attention, so having attractive packaging is becoming more important. This master's thesis delves at the complex world of packaging design and how it influences customer behavior. This study delves into relevant literature, survey data, and real-world examples to uncover the complex relationship between packaging's visual appeal, usefulness, and consumer psychology. The structural (size, form, and material choice) and visual (color, typography, and graphics) components of packaging design are both studied in detail. It takes a look at

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Pramezwary, Amelda, Juliana Juliana, Billy Eagan, Feidora Jovanca Putri, and Steven Setiadi. "PENGARUH IDENTITAS BRAND DAN STRATEGI PENJUALAN BURGER KING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN." Cakrawala - Jurnal Humaniora 21, no. 1 (2021): 10–18. http://dx.doi.org/10.31294/jc.v21i1.9540.

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Abstract - The pandemic period in 2020 has had a major impact on various sectors. no exception to the business sector that is growing rapidly such as the fast food business. This rapid development shows the growing intensity of competition in the fast food business. such as Burger King, AW, McDonald's, KFC, and so on. because of this, business owners must pay more attention to the desires of consumers who are diverse, change fast, and of course have different satisfaction values. The purpose of this study was to determine the effect of the Burger King brand identity and sales strategy on consu

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VERMA, MOHIT. "IMPACT OF PACKAGING DESIGN ON CONSUMER PURCHASING DECISIONS." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32739.

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Packaging design is becoming more important in today's competitive marketplace as items compete for consumers' attention in a sea of choices. The complex world of package design and its influence on customer behavior is the subject of this master's thesis. The purpose of this study is to decipher the complex relationship between the visual appeal, practicality, and consumer psychology of packaging by drawing on a review of relevant literature, survey data, and real-world examples. Aspects of visual design, including color, typography, and images, as well as structural components, including siz

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Achmad Ridha, Wiwin Riski Windarsari, Azlan Azhari, and Lidya Anastasya. "DILEMA KONSUMSI DI TENGAH BOIKOT: MENGAPA KONSUMEN MASIH MEMBELI PRODUK STARBUCKS?" Jurnal Maneksi 14, no. 2 (2025): 459–72. https://doi.org/10.31959/jm.v14i2.2986.

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Introduction: This study investigates the factors influencing consumer decisions to continue purchasing Starbucks products in Makassar amid active boycott campaigns linked to geopolitical issues. The phenomenon reflects the rise of political consumerism, where moral, ideological, and social values intersect with consumption behavior. Despite mounting public pressure, many consumers persist in their consumption habits, raising questions about the psychological and social drivers that shape these decisions. Methods: This quantitative study employed Exploratory Factor Analysis (EFA) to examine da

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VERMA, PRATHA. "Impact of Social Media Marketing on Consumer Purchasing Decisions (With Reference to Instagram)." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50845.

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In the digital era, social media has revolutionized marketing strategies, transforming the way brands interact with consumers. This project explores the impact of social media marketing on consumer purchasing decisions, analyzing how various platforms influence buyer behavior, trust, and engagement. Objectives · To assess how social media marketing strategies affect consumer decision-making. · To examine the role of influencer marketing, advertisements, and brand engagement in shaping consumer choices. · To identify the most effective social media platforms for influencing purchasing decisions

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Akbar, Shofif Sobaruddin, Qristin Violinda, Ira Setiawati, and Muhammad Rizwan. "The Influence of Product Quality, Product Design, Brand Image on Realme Smartphone Purchase Decisions." Journal of Digital Marketing and Halal Industry 3, no. 2 (2021): 121–32. http://dx.doi.org/10.21580/jdmhi.2021.3.2.9331.

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The level of sales of realme smartphones in the low-end and mid-range segments is still inferior to other brands. This study aims to identify the influence of consumer purchasing decisions on product quality, product design, and brand image. The population in this study were all realme smartphone consumers. The number of samples in this study was 96 respondents. The sampling technique used was purposive sampling. The analysis tool used is SEM SmartPLS. This study explains that product quality directly influences 40.3% of purchasing decisions. Product design also directly influences 32.6% of pu

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Abu-Bakar, Halidu, and Tariq Almutairi. "Integrating Sustainability and Circular Economy into Consumer-Brand Dynamics: A Saudi Arabia Perspective." Sustainability 16, no. 18 (2024): 7890. http://dx.doi.org/10.3390/su16187890.

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This study examines the evolving consumer-brand dynamics within Saudi Arabia, particularly focusing on the integration of sustainability into consumer preferences and brand loyalty. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and non-parametric statistical methods, this research is anchored in Consumer Culture Theory (CCT) and Self-Congruence Theory, exploring how brand personality and consumer self-congruence influence sustainable consumption behaviors and the adoption of circular economy practices among Saudi consumers. The findings reveal a significant correlation

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Suci Pertiwi, Nasrul Efendi, Tya Wildana Hapsari Lubis, and Pioner Pelawi. "Impact Of Brand Identity, Halal Awareness On Purchasing Decisions With Promotional Interventions." Jurnal Ekonomi 29, no. 3 (2024): 469–86. https://doi.org/10.24912/je.v29i3.2318.

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This research aims to determine the influence of brand identity and halal awareness on purchasing decisions, with promotion as an intervening variable. The population includes people who consume imported instant noodles. Using convenience sampling and the Lameshow formula, 96 respondents were surveyed. The hypothesis tests show that brand identity positively affects purchasing decisions, while halal awareness does not. Additionally, promotion does not impact purchasing decisions, but brand identity positively influences promotion. Indirectly, brand identity and halal awareness do not affect pu

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Haidiani Putri, Yessi, Beby Karina Fawzeea Sembiring, and Yeni Absah. "EFFECT OF BRAND IDENTITY AND LIFESTYLE ON PURCHASING DECISIONS WITH EXPERIENTIAL BUYING AS MODERATING IN BABY BOOMERS IN MEDAN CITY RESTAURANTS." International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) 2, no. 4 (2022): 589–600. http://dx.doi.org/10.54443/ijebas.v2i4.367.

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Many businesspeople have benefited financially from this culinary industry. However, many people in the culinary industry have failed financially due of poor marketing tactics and subpar customer service. It implies that a culinary company's ability to outperform the competition depends on the adoption of an effective marketing plan and strong consumer interactions. The purpose of this study is to ascertain how brand identity and lifestyle affect purchasing decisions that are tempered by experience shopping. Slovin sampling was used to perform this study on all restaurant patrons in Medan City

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Khaerunnisa, Redina Haski, Imanda Dea Sabiella, and Nugroho J. Setiadi. "Assessing the Impact of Customer Attitudes on the Purchase of Eco-Friendly Perfume." IOP Conference Series: Earth and Environmental Science 1488, no. 1 (2025): 012097. https://doi.org/10.1088/1755-1315/1488/1/012097.

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Abstract Consumer awareness of environmental issues is increasing rapidly, encouraging preferences for environmentally friendly products, including perfumes made from natural ingredients. Manufacturers are responding by adopting environmentally friendly practices, replacing synthetic chemicals with natural ingredients, and increasing production efficiency. This research aims to analyze the influence of environmental awareness on purchasing decisions for environmentally friendly perfume, as well as considering other factors such as price, brand and quality, to help the perfume industry meet con

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Hamizar, Arizal, Andi Masniati, Mohammad H. Holle, and Syed Ismail Syed Mohamad. "Role of Visual Language in Marketing: Build and Implement Branding Identity on Mini-Market." Elite : English and Literature Journal 10, no. 1 (2023): 77–89. http://dx.doi.org/10.24252/elite.v10i1.36294.

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This study aimed to gain a deeper understanding of the impact of visual language on building and sustaining a strong brand in the mini-market industry. Qualitative research has shown that visual language can have a powerful impact on consumer behavior and purchasing decisions. For example, the choice of colors, images, and symbols can evoke specific emotions and associations, influencing how consumers perceive and interact with the brand. This, in turn can impact brand loyalty, as consumers are more likely to return to brands that they perceive as being trustworthy and consistent. The use of v

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Wiratma, Ega Yuki, Ujang Sumarwan, and Asep Taryana. "Analysis of the Role of Brand Image in Mediating Factors Affecting the Purchase Decision of Essential Oil." International Journal of Research and Review 10, no. 12 (2023): 579–88. http://dx.doi.org/10.52403/ijrr.20231261.

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The increasing popularity of essential oils in Indonesia has led to the emergence of numerous essential oil businesses in the market. The rising number of essential oil businesses has intensified the competition in this industry. For emerging essential oil businesses to compete and capture the market, it is crucial to employ effective marketing strategies, one of which involves understanding the factors considered by consumers when purchasing essential oil products. The objective of this research is to identify the factors influencing consumer purchasing decisions regarding essential oil produ

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PRINCY, Dr J. "A STUDY ON IMPACT OF PACKAGING ON CONSUMER BUYING BEHAVIOR TOWARDS COSMETICS IN COIMBATORE CITY." International Scientific Journal of Engineering and Management 04, no. 04 (2025): 1–7. https://doi.org/10.55041/isjem02707.

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Packaging is not just a protective layer for a product; it is a powerful marketing tool that shapes consumer perceptions and influences purchasing decisions. In the cosmetics industry, packaging plays a crucial role in establishing brand identity, product appeal, and consumer trust. Modern consumers, especially in urban markets like Coimbatore, are highly influenced by visual aesthetics and product presentation. This study aims to analyze how different packaging strategies impact consumer buying behavior in Coimbatore's cosmetic market. By understanding the key drivers of consumer preference,

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Rini, Diah Yuli Setia, Moch Syafi'i, and Arif Hariyanto. "THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER PURCHASING DECISIONS AT UD ASSYARIF PP. SALAFIYAH SYAFI'IYAH SUKOREJO SITUBONDO." LISAN AL-HAL: Jurnal Pengembangan Pemikiran dan Kebudayaan 17, no. 1 (2023): 110–23. http://dx.doi.org/10.35316/lisanalhal.v17i1.110-123.

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This study aimed to identify the influence of social media on consumer purchasing decisions and analyze the factors that influence that influence. This research was conducted at UD Assyarif PP. Salafiyah Shafi'iyah Sukorejo Situbondo. Data was collected through questionnaires distributed to 100 respondents who were UD Assyarif consumers. The results showed that the influence of social media on consumer purchasing decisions was significant in terms of the standard beta coefficient of 0.377. In this case, social media affects consumer perceptions of products, brand awareness, trust, and consumer

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Tjoa, Kevin, and Suyono Saputra. "Analysis of The Influence of Automotive Brand Purchasing Intentions In Batam City." International Journal of Indonesian Business Review 3, no. 2 (2024): 81–91. http://dx.doi.org/10.54099/ijibr.v3i2.860.

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Purpose – This research aims to identify the influence of brand trust attitudes, brand image, risk perception, word of mouth promotion, brand awareness, and brand trust on automotive brand purchase intentions. Methodology/approach – This research aims to test hypotheses using quantitative research methods based on the philosophy of positivism. Data was collected from automotive brand buyers in Batam City using questionnaires as the main data collection tool, as well as literature studies to support relevant information. Findings – Attitude does not significantly influence purchase intentions w

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Chaudhary,, Deeksha. "Influence of Emotional Marketing in the Field of Cosmetics Among Females Towards Brand Loyalty and Preference." International Journal for Research in Applied Science and Engineering Technology 12, no. 11 (2024): 5–62. http://dx.doi.org/10.22214/ijraset.2024.64937.

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Emotional marketing in the cosmetics industry has gained significant traction as brands strive to connect with female consumers on a personal level. Recognizing that cosmetics are more than just products, brands increasingly foAcus on evoking emotions and building connections that resonate with consumers’ identities, values, and aspirations. By tapping into emotional drivers such as self-confidence, empowerment, and individual expression, cosmetics brands leverage storytelling, personalization, and value-driven messages to create bonds that transcend the traditional product experience. These s

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Hastuti, Hastuti. "Impact Of Social Media Marketing On Brand Image On Purchase Decisions Of Millenials Consumers." Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan 2, no. 3 (2021): 206–14. http://dx.doi.org/10.53697/emak.v2i3.65.

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Social media marketing has a substantial and beneficial influence on brand image. Cosmetics are becoming increasingly popular among the millennial age, particularly in major cities. Previous study has found that millennials are highly worried about how others view them. Consumption of goods via online or social media is one of the qualities that might aid in the development of their identity. The goal of this study was to determine the impact of social media marketing on brand image, cosmetic purchasing decisions among millennial consumers, and the relationship between emotional aspects (self-

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Hanjani, Florencia, Vanessa, Yunita Setiawati, Juliana, and Amelda Pramezwary. "The Role of Brand Image and Price Perception in Driving Consumer Purchase Decision." Jurnal EMT KITA 9, no. 3 (2025): 1234–47. https://doi.org/10.35870/emt.v9i3.4397.

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This study explores the influence of brand image and price perception on consumer purchasing decisions at Starbucks Coffee. With the rise of premium coffee culture, Starbucks has positioned itself as a global leader in the industry, attracting a diverse range of customers. The research aims to identify the key drivers behind consumer choices by examining how Starbucks’ brand image, associated with quality and lifestyle, alongside the perceived value of its pricing strategy, affects customer purchasing behavior. Using a quantitative approach, data were collected from 150 respondents through str

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Nida, Nadhivatun, and Titin Hargyatni. "Analisis Peran Celebrity Endorser, Brand Image, dan Lifestyle dalam Memengaruhi Keputusan Pembelian Konsumen : Studi Kasus pada Pengguna Honda Scoopy." JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan 4, no. 1 (2025): 292–312. https://doi.org/10.56910/jumbiwira.v4i1.2213.

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Consumer purchasing decisions are influenced by various factors, including brand image, celebrity endorsements, and lifestyle. In the motorcycle industry, particularly for the Honda Scoopy brand, understanding how these factors influence consumer decisions is crucial. This study aims to identify and analyze the impact of celebrity endorsers, brand image, and lifestyle on purchasing decisions of Honda Scoopy motorcycles in Bumiayu, Brebes. To achieve this, a quantitative associative approach was employed, with data collected through questionnaires distributed to 96 respondents. The data collect

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Fang, Ge. "An Analysis of the Co-branding Strategy in the Food Industry." Advances in Economics, Management and Political Sciences 176, no. 1 (2025): 124–28. https://doi.org/10.54254/2754-1169/2025.22099.

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With the intensification of market competition and the diversification of consumer demand, the co-brand marketing strategy in the food industry has gradually become an important marketing strategy. This study focuses on co-branding strategies in the food industry to explore how co-branding affects consumers purchasing decisions and brand image, mainly discusses the success factors of co-branding, consumers perception about the value of co-branding, and their awareness and acceptance of co-branding. By analyzing co-branding cases of different brands, the study will reveal successful co-branding

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Zhang, Jiachen, and Rasslenda Rass Rasalingam. "The Role of Semiotics in Local Speciality Branding: Insights from Hebei Province, China." PaperASIA 41, no. 1b (2025): 26–34. https://doi.org/10.59953/paperasia.v41i1b.360.

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This study examines the impact of symbolic brand design on brand image, brand packaging and consumer emotional engagement of local speciality brands in Hebei Province. As consumer spending levels continue to rise, symbolic brand design has become an important factor in influencing consumer purchases. Symbolic brand design can attract consumers' attention to a great extent. This study is based on Saussure's semiotic theory and Aaker's brand equity model as a theoretical foundation. The purpose is to explore the impact and role of symbolic brand design in brand identity and brand packaging and a

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Syanura, Bilqhis Luthfiyya, Lailan Tawila Berampu, and Sri Wahyuni Wildah. "The Influence of Brand Elements on Purchase Decision on Culture Product at Viera Oleh-Oleh - Oleh in Pekanbaru City." JAMPARING: Jurnal Akuntansi Manajemen Pariwisata dan Pembelajaran Konseling 3, no. 1 (2025): 625–36. https://doi.org/10.57235/jamparing.v3i1.5368.

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this study investigates the impact of brand elements on purchase decision and examines how these elements influence decisions through brand association, specifically for Ketan Talam Durian at Viera Oleh-Oleh-Oleh Pekanbaru. Utilizing a quantitative descriptive approach, primary data was gathered from a questionnaire distributed to 115 respondents, and the analysis was conducted using Partial Least Square (PLS) second-order statistical techniques to test the hypotheses. The findings reveal that various brand elements—including brand name, logo, slogan/tagline, Packaging, and character—significa

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Nuresa, Difa. "The psychology of color in business branding: how color influences purchasing decisions." Asian Journal of Multidisciplinary Research 2, no. 2 (2025): 66–75. https://doi.org/10.59613/p2bbr485.

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Color is a visual element that has a significant psychological impact on consumer purchase decisions. Color psychology in business branding plays a role in building brand identity, creating emotional associations, and increasing product appeal in the market. Various studies show that color has an influence on consumer perceptions, emotions, and behavior, so the choice of color in marketing strategies can determine the success of a brand. However, while many companies have adopted color-based strategies, there is still a gap in understanding how certain color combinations can affect customer lo

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Riawan, Joni, and Dyson Jonathan. "The Effect of Product Quality, Brand Image, and Competitive Prices on Purchasing Decisions." TECHBUS (Technology, Business and Entrepreneurship) 3, no. 1 (2025): 58–67. https://doi.org/10.61245/techbus.v3i1.30.

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This study aims to examine and analyze the influence of product quality, brand image, and price on purchasing decisions at CW Coffee. The research employed a quantitative approach, with data collected through an online questionnaire distributed via Google Forms. The population in this study consisted of Indonesian consumers who had previously purchased CW Coffee products. The sample was selected using a convenience sampling technique, resulting in a total of 98 respondents. The findings indicate that product quality and price have a significant influence on purchasing decisions, while brand im

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Sinurat, Yenni Mariani, Anju Nindha Andira Br. Saragih, and Intan Larasati. "Analisis Faktor-Faktor Yang Mempengaruhi Konsumen Terhadap Keputusan Pembelian Roti Ketawa Pada Pabrik Roti Ketawa di Kecamatan Bajenis." Economic Development Progress 3, no. 2 (2024): 134–41. https://doi.org/10.70021/edp.v3i2.179.

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This study aims to analyze the factors that influence consumers in making purchasing decisions for Roti Ketawa produced by the Roti Ketawa Factory in Bajenis District. The independent variables in this study include brand image, product quality, and price, while the dependent variable is consumer purchasing decisions. Data was collected through a survey using a questionnaire of consumers selected by accidental sampling. The analysis method used is multiple linear regression to identify the partial and simultaneous effects of the independent variables on the dependent variable. The results show

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Lia Amalia Damayanti, Hartono Hartono, and Rini Armin. "Pengaruh Ekuitas Merek Dan Harga Terhadap Keputusan Pembelian Produk Mie Sedaap (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Islam Majapahit)." JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) 1, no. 4 (2023): 68–83. http://dx.doi.org/10.54066/jrime-itb.v1i4.718.

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Company competition in marketing is not limited to the functional properties of the product, for example the ease of use of the product, but is related to brands that can offer a special image to their users. Products are described as commodities that are exchanged, whereas brands describe the specifications of its customers. Brand is one of the most important marketing factors. Brand is the identity of the product, the brand provides brief information about the product that consumers want. This study aims to determine the effect of Brand Equity and Price on purchasing decisions for Mie Sedaap

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Patel, Rashmita Girishbhai, and Megha Nayak. "The Role of Trademarks in Brand Identity and Consumer Trust." Royal International Global Journal of Advance and Applied Research 2, no. 3 (2025): 16–19. https://doi.org/10.5281/zenodo.15535206.

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<strong><em>Abstract</em></strong> <em>Trademarks play a crucial role in shaping brand identity and fostering consumer trust in the competitive marketplace. As unique identifiers, trademarks—whether in the form of logos, names, symbols, or slogans—help businesses establish a distinct presence and differentiate their products or services from competitors. A strong trademark not only enhances brand recognition but also serves as a guarantee of quality, influencing consumer perception and loyalty. This paper explores the legal and commercial significance of trademarks, examining their

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Dewi, Nyoman Ayu Nidya Larasati, and Agus Fredy Maradona. "The Effect of Influencer Marketing, Live Streaming, Brand Awareness and Price on Purchasing Decisions for TikTok Users." Quantitative Economics and Management Studies 5, no. 5 (2024): 1090–97. http://dx.doi.org/10.35877/454ri.qems2812.

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This study aims to explore the role of influencer marketing and live streaming on the TikTok platform in promoting products and their relationship to consumer brand awareness, pricing, and purchasing decisions. Conducted using a quantitative approach in the province of Bali, the target population included all consumers aged 17-50 who use the TikTok app. Through sampling methods, 204 TikTok users in Bali participated in the study. Empirical data was collected via online questionnaires using a 10-point Likert scale and analyzed using SEM-PLS approach. The study findings identify that influencer

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YADAV, KARAN. "Impact of Social Media Marketing on Consumer Purchase Decisions in India." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50865.

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In recent times, social media has established itself as a powerful and influential avenue for marketing, profoundly affecting consumer perceptions of brands, their engagement levels, and ultimately, their purchasing decisions. India, with its enormous population of over 500 million active social media users, witnesses’ platforms such as Instagram, Facebook, and YouTube playing a pivotal role in shaping consumer behavior. This study aims to explore how various social media marketing strategies—including collaborations with influencers, sponsored content, brand storytelling, and user-generated c

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Md., Jamal Uddin, Mostafizur Rahman Md., Kalam Abul, and Ferdush Rahman Md. "Advertising Effectiveness and Influence of Consumer Buying Decision of LED Television." Asian Business Review 9, no. 3 (2019): 77–82. https://doi.org/10.18034/abr.v9i3.272.

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The main aim of the present study was to identify the influence of advertising effectiveness on the consumer buying decisions of different brands of ‘LED’ television. The study was descriptive. Five television showrooms in Dinajpur district, Bangladesh (Sony, Singer, Samsung, LG, and Walton) were purposively selected for collecting primary data for this study. The respondents were selected using a convenience sampling method that came to the television showroom for purchasing ‘LED’ television. The primary data for this study were collected through a structured questionn

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Mavilinda, Hera Febria, Yulia Hamdaini Putri, and Akhmad Nazaruddin. "Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions?" Jurnal Manajemen Bisnis 14, no. 2 (2023): 274–96. http://dx.doi.org/10.18196/mb.v14i2.17830.

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Research aims: This study examines the relationship between storytelling marketing and customer engagement and its direct and indirect influence on purchasing decisions. Customer engagement serves as an intervening variable mediating the relationship between storytelling marketing and purchasing decisions.Design/Methodology/Approach: The research questionnaire was distributed to 200 respondents over 17 years who were active users of Instagram social media. The data analysis technique was a quantitative method employing Analysis of Structural Equation Modelling (SEM) operated through the Analys

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Sihura, Anastasia Fransiska, and Ray Octafian. "Deciphering Consumer Choices: Axioo Brand Laptop Purchase Patterns at AFA Computer Ambarawa." LITERACY : International Scientific Journals of Social, Education, Humanities 2, no. 3 (2023): 10–17. http://dx.doi.org/10.56910/literacy.v2i3.952.

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In the current context, businesses must effectively utilize their resources, including the implementation of strategies aimed at influencing consumer buying choices, particularly for Axioo brand laptops. This research aims to explore consumers' perceptions of their decision-making process when considering the purchase of an Axioo brand laptop and identify strategies to enhance the purchase decision-making process for this brand. The research employs a descriptive qualitative methodology.The findings of this study reveal that consumers' purchasing decisions regarding Axioo laptops are influence

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Tripambudi, Bagus Wahyu, and Sugeng Purwanto. "The Influence of Brand Image and Advertising Effectiveness on Purchasing Decisions for Supermie Instant Noodles in Gresik District." Journal of Social Research 2, no. 8 (2023): 2797–804. http://dx.doi.org/10.55324/josr.v2i8.1341.

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Instant noodles are one of the most popular food products and are widely consumed by the public. In the midst of intense competition in the instant noodle industry, it is important for producers to understand the factors that influence consumer purchasing decisions. The purpose of this study was to identify and analyze the effect of brand image and advertising effectiveness on purchasing decisions for Supermie instant noodles in Gresik Regency. This study uses quantitative research methods. The data collection technique was carried out by distributing questionnaires which were measured using a

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Rafida Febriana Widya Putri and Didit Darmawan. "Determinan Keputusan Pembelian Helm Di Kota Surabaya: Harga, Citra Merek, Gaya Hidup, Dan Kualitas Produk." Jurnal of Management and Social Sciences 1, no. 4 (2023): 159–71. http://dx.doi.org/10.59031/jmsc.v1i4.367.

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This study aims to investigate the effect of price, brand image, lifestyle, andproduct quality on purchasing decisions for Cargloss helmets. The research method uses a quantitative approach with a questionnaire survey of 100 consumer respondents who buy Cargloss helmets. The results show that price, brand image, lifestyle, and product quality have a positive and significant effect on purchasing decisions. Overall, these factors simultaneously also have a positive and significant influence. Companies are advised to set competitive prices with market research to maintain the attractiveness of Ca

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SINGH, MAYANK. "Consumer Perception About Branded Apparel- Issues and Outcomes." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 05 (2025): 1–9. https://doi.org/10.55041/ijsrem48156.

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1: Overview and Goals of the Study Introduction: In the contemporary fashion landscape, this thesis explores how consumers view and react to branded clothing. It examines how aspects like quality, cost, image, and marketing impact customer behavior in addition to stressing the emotional, psychological, and social effects of fashion branding. Branded apparel is more than simply a product these days; it's a means of self-expression, a status symbol, and frequently a reflection of a person's character and social identity. The study focuses on urban Indian customers, particularly young people, who

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Lestari, Elisa Jayanti. "The Influence of Product Quality, Reputation, and Trust on Purchasing Decisions at PT Semarak Konstruksi Batam." Jurnal Ilmiah Manajemen dan Bisnis 10, no. 2 (2024): 249. http://dx.doi.org/10.22441/jimb.v10i2.28220.

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Digital marketing has revolutionized business-consumer interactions by providing unprecedented global reach and opportunities for influence. One notable example of this digital marketing transformation is the experience of "Somethinc" an Indonesian health and beauty products brand that expertly leveraged social media platforms to develop a strong brand identity and engage its target audience. This study investigates the diverse impacts of digital marketing on consumer behavior and business strategy. The study examines factors such as the effectiveness of digital platforms, product quality and

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Fitriyani, Nisa, and Nia Rosiana. "THE INFLUENCE OF BRAND EQUITY ON CONSUMER PURCHASING DECISIONS FOR GREENFIELDS FRESH MILK." SEPA: Jurnal Sosial Ekonomi Pertanian dan Agribisnis 22, no. 1 (2025): 92. https://doi.org/10.20961/sepa.v22i1.90192.

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<p>The development of the dairy industry in Indonesia aligns with the growing demand for milk. Greenfields is a brand that has succeeded in becoming the market leader for fresh milk in Indonesia, but it is not yet able to be in the Top Brand Award. The research aims to identify consumer characteristics and analyze the influence of brand equity on consumer purchasing decisions for Greenfields Fresh Milk. The study was conducted in Jakarta. We used descriptive analysis and structural equation modeling partial least squares (SEM-PLS) to analyze the total research sample of 125 respondents.

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Ray, Samrat, and Sofija Bajic. "The significance of architecture in shaping brand perception." Facta universitatis - series: Architecture and Civil Engineering, no. 00 (2025): 1. https://doi.org/10.2298/fuace240531001r.

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Architecture has become an important catalyst of processes that influence establishing a relationship and trust between the user, that is, the consumer and the brand. Brand recognition directly affects consumers purchasing decisions. Consumers will prefer purchasing a brand they recognize rather than the one they do not. Once inside a branded space, the user becomes part of the brand and is familiarized with its ideology on a physical, emotional and intellectual level. The paper hypothesizes that architecture has the ability to create a branded atmosphere that is not dependent on graphic symbo

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Rudzewicz, Adam. "CONSUMER PERCEPTION OF CELEBRITY ENDORSEMENT." sj-economics scientific journal 55, no. 4 (2024): 2–10. https://doi.org/10.58246/sj-economics.v55i4.662.

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The celebrity endorsement strategy means using famous people to advertise a specific product or service. This fascination with celebrities gives advertisers many creative ideas to attract the attention of consumers. The main goal of the research was to identify social attitudes towards the participation of celebrities in advertisements and the brands they advertise, and to verify the most important attributes of a celebrity that shape consumers' purchasing decisions. Using a celebrity for advertising purposes is something positive, which significantly increases brand recognition and affects th

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Tianyang, Zhang, Loon Lee Khai, and Puteri Fadzline Muhamad Tamyez. "THE DETERMINANTS OF LUXURY BRAND STORIES ON ONLINE REPURCHASE INTENTIONS AMONG GEN Z IN CHINA." Advanced International Journal of Business, Entrepreneurship and SMEs 7, no. 23 (2025): 261–68. https://doi.org/10.35631/aijbes.723020.

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The rise of Gen Z as a dominant consumer segment and the rapid expansion of e-commerce have prompted luxury brands to adopt innovative storytelling strategies to engage and retain this digitally savvy audience. This study explores the impact of luxury brand stories on online repurchase intentions among Gen Z consumers in China, emphasizing the role of narratives in shaping emotional connections, trust, and loyalty. Using a qualitative research approach, this study conducted in-depth interviews with Gen Z consumers who have previously purchased luxury brands online. The findings reveal that aut

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