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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah JURNAL PENDIDIKAN TAMBUSAI Journal of Humanities and Social Studies Journal of Education, Humaniora and Social Sciences (JEHSS) Amwaluna Jurnal Ekonomi dan Keuangan Syariah Jurnal Manajemen dan Bisnis Jurnal Review Pendidikan dan Pengajaran (JRPP) eCo-Buss MEDIA MANAJEMEN JASA Enrichment : Journal of Management GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Insight Management Journal GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Jurnal Manajemen dan Bisnis JURNAL BARUNA HORIZON Economics, Business and Management Science Journal Jurnal Widya Jurnal Bisnis Mahasiswa Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Jurnal Ekonomika Dan Bisnis Proceeding of The International Conference on Economics and Business The International Conference on Education, Social Sciences and Technology (ICESST) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Proceedings of The International Conference on Business and Economics Journal of Public Representative and Society Provision Journal of Artificial Intelligence and Digital Business Jurnal Ilmiah Akuntansi Keuangan dan Bisnis Indo-Fintech Intellectuals: Journal of Economics and Business Journal of Law, Education and Business Journal of Management Accounting, Tax and Production Journal of Innovative and Creativity Journal of Management Education Social Sciences Information and Religion Society J-CEKI
Lubis, Adelina
Unknown Affiliation
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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Journal : Jurnal Ekonomi dan Bisnis GROWTH (JEBG)

 1 
PENGARUH BRANDING TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA UNIVERSITAS NEGERI MEDAN: STUDI KASUS PADA UMKM USAHA POP ICE PAK FAREL, Panjaitan, Ariel Immanuel; Lubis, Adelina; Teviana, T.
Growth Vol 23 No 1 (2025): MEI
Publisher : Relawan Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/growth-journal.v23i1.6280

Abstract

In the era of globalization, branding is an important factor in determining consumer purchasing decisions, especially for MSMEs such as Pop Ice Pak Farel. This study aims to analyze the effect of branding on purchasing decisions of students at Medan State University and other factors that influence customer loyalty. The method used is a quantitative approach with a survey technique on 31 respondents who have purchased products in the last six months. Data analysis was carried out using simple linear regression. The results of the study indicate that branding, especially product taste and variety, plays a major role in shaping purchasing decisions, followed by packaging design and brand logo. However, price and promotion factors do not significantly affect purchase frequency. These findings indicate that loyalty-based marketing strategies, product innovation, and strengthening visual identity can be effective steps in increasing the competitiveness of MSMEs. In addition, a more structured payment system is needed to overcome transaction constraints. By implementing a more effective strategy, MSME Pop Ice Pak Farel is expected to be able to retain customers and increase consumer loyalty in the long term.
Co-Authors Adilla, Syarifah Khalisa Afifah, Roihanah Ahmad Fadli Alfahmi, Fikri ALZIKRI, ALZIKRI Ampun, Grace Analita Febrina Anak Anggiani, Siti Aprinawati, Aprinawati Arifin, Syasyain Audia Junita Aulia Sofiea Putri Barus, Riando Efrata Batubara, Muhammad Taruna Sakti Bhastary, Manda Dwipayahi Dhian Rosalina, Dhian Dina Aulia Effendi , Effendi Ihsan Effendi, Ihsan Fauzi, Fachri Ali Girsang, Melvin Dominic Prapta Haq, Syukria Resti Hutagalung, Gracella Rosnah S Hutapea, Marsela Natalie Ikhwan, Al Izzah, Edsan Faris Kristin, Okta Viani Kuswardani , Retna Astuti Lingga, Rosi Dearan S Lubis, Andi Reza Syahputra Lubis, Nabila Boru Mahyundari, Adha Marpaung , Irvan Irvan Aldi Josua Maulana, Agung Meutia, Riza Fanny Muhammad Husein Murad, Miftahuddin Naibaho, Laura Natalia Nainggolan, Chelsy Nasib Nasution, Muhammad Ali Makmur Nasution, Rizki Fajri Nur Aisyah Nurbani, Kharisma Nurul Wardani Lubis Otovia, Tesya Lola Pandiangan, Raja Satrio Panjaitan, Ariel Immanuel Pardede, Meida Rogati Pardosi, Urbano I.R.S Pratama, Ikbar Putri, Firly Marshanda Rahman Rajagukguk, Lucky Sanjaya Rambe, Barita Jogi Risky Siagian, Annisya Sagala, Bahari Salqaura, Siti Alhamra Sari, Adelina Puspita Sembiring, Olivia Siagian, Larasati Br Siagian, Nielsen Samuel Panahatan Sihaloho, Rebecca Putri Sihombing, Chardo Silaban, Doni Enriko Simanungkalit, Nurul Amalyiah Simarmata, Rojelita Catrina Sinaga, Lilis Elita Sinaga, Yohana Br Siregar , Muhammad Akbar Siregar, Doly Siregar, Muhammad Akbar Siti Anggiani Syahvira Sitompul, Reginawati Sitorus, Lasria Situmorang, Hezron Apriadi Situngkir, Jenni br Sukma, Sabrina Theresia Syahbudin, Jafar Syahreza, Dina Sarah T Teviana Tambunan, Indah Permatasari Telaumbanua, Rizky Idaman Tobing, Fitriani Togatorop, Rey Septanislaus Tohap Parulian Wulandari, Artika Yolanda, Natasyah Yudha Maulana Putra Yudha Pratesta, Oxy Yusniar Lubis Zul Azmi Mutahajjid Zulyadi, Rizkan