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All Journal Jurnal The Messenger International Journal of Management Science and Information Technology (IJMSIT)
Aat Ruchiat Nugraha
Padjadjaran University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Brand Positioning Strategy and Consumer Knowledge: Its Impact on Brand Attitude and Purchase Decision Aat Ruchiat Nugraha; Diah Fatma Sjoraida
International Journal of Management Science and Information Technology Vol. 5 No. 1 (2025): January - June 2025
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v5i1.3707

Abstract

This study analyses the impact of brand positioning strategy and consumer knowledge on brand attitude and purchase decisions. In today’s highly competitive business environment, companies must develop effective marketing strategies to influence consumer attitudes towards brands, ultimately affecting their purchase decisions. Two key factors in this process are precise brand positioning and consumer knowledge of the brands and products they choose. This research employs a quantitative approach with path analysis to identify direct and indirect effects among these variables. Primary data were collected through an online survey distributed to 250 respondents who had purchased electronic products in Indonesia within the past six months. The results of multiple regression analysis indicate that brand positioning (β = 0.52) and consumer knowledge (β = 0.41) significantly influence brand attitude. Additionally, brand attitude significantly affected purchase decisions (β = 0.65). Mediation tests further reveal that brand attitude mediates between brand positioning, consumer knowledge, and purchase decisions. These findings provide valuable insights for companies to design more effective marketing strategies by strengthening brand positioning and enhancing consumer knowledge, ultimately positively impacting purchase decisions. Firms must ensure that these three elements—precise brand positioning, in-depth consumer knowledge, and a positive brand attitude—are well-integrated into their marketing strategies to achieve optimal outcomes.
Representation of Orientalism in Sunsilk Print Advertising Hilma Rizky Nurcahya; Hanny Hafiar; Aat Ruchiat Nugraha
Jurnal The Messenger Vol. 10 No. 2 (2018): July-December
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v10i2.744

Abstract

Using the qualitative method, the critical paradigm, and also Roland Barthes semiotic analysis, this study aims to find out the symbols contained in Sunsilk Co-creations print advertising, the meaning contained in the symbols and how the symbols subordinate the Eastern people. The results of this study indicate that there are seven symbols in Sunsilk Co-creations version print advertising that has unity meaning, i.e there are dominant people who are showed as more superior thus there are other people who are considered inferior. With the myth that the West is better seen as the superior and the East is seen as the inferior, then the symbols and meanings in Sunsilk Co-creations print advertising represent orientalism. The researchers suggest to pay attention to the symbols that will be aired so as not to be negative because it can affect the reputation of the company/institution concerned. Besides that, it is expected to the Eastern people especially Indonesian to be able to change their thought to be more proud and show their confidence.
Co-Authors Diah Fatma Sjoraida Hanny Hafiar Hilma Rizky Nurcahya