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Putri Ramadhani
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THE INFLUENCE OF ADVERTISING AND BRAND REPUTATION ON BRAND IMAGE AND ITS IMPLICATIONS ON HANBODY MARINA PURCHASE DECISIONS (AT THE NUSANTARA SHOP, TEBING TINGGI) Indriani Nainggolan; Putri Ramadhani; Fitrianingsih; Imelda Mardayanti
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 6 (2025): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i6.765

Abstract

This study analyzes the influence of advertising and brand reputation on brand image and its implications on Hanbody Marina purchasing decisions. (at the Nusantara Tebing Tinggi store). Using a quantitative method with a sample of 96 respondents using the Cochran formula, data were collected through questionnaires and analyzed with SMART PLS 3.0. The results showed that advertising had a significant effect on the brand image of Marina handbody products at the Nusantara Tebing Tinggi Store. Brand reputation has a significant influence on the brand image of Marina handbody products at Toko Nusantara Tebing Tinggi. Advertisements do not influence the purchasing decision for Marina handbody products at the Nusantara Tebing Tinggi Store. Brand reputation has a significant influence on purchasing decisions for Marina handbody products at Toko Nusantara Tebing Tinggi. Brand image has a significant influence on purchasing decisions for Marina handbody products at the Nusantara Tebing Tinggi Store. Advertisement influences the purchasing decision of Marina handbody products through brand image as an intervening variable at Toko Nusantara Tebing Tinggi. Brand reputation influences the purchasing decision of Marina handbody products through brand image as an intervening variable at Toko Nusantara Tebing Tinggi.
Co-Authors , Elfitra Desy Surya Abdul Hamid Habbe, Abdul Hamid ACHMAD FAUZI Adi Priyono Afrian Juita Ahmad Hariandi Alifa, Sarah Alimuddin Ali Alwin Fau Amir Maniur Silitonga Aninda Muliani Anisa Firma Annisa Ardianti Br Tarigan Annisa Rahmah Ghaffari Arliasnyah, Arliasnyah Asha Firnandia Atikah Haura Aulia, Najri Auradian Marta Dadi Satria Dani Manesah Daulat Saragi Delra Maulida Risma Desy Rahmawati Anwar Dewi Seftiana A Dinanti Amelia Putri Eka Fitriyani Enoh Fadly Anhar Gultom Farah Lailatul Fitriyah Fera Fitri Salsabila Ferius Lahagu Firman Kristiantono Fitri Rahma Dani Fitriyani Fitriyani Fuadi Fuadi G. Gunawan hasyim, hasyim Helmi Aziz Helsa Nasution Hendra Ibrahim Hilda Karim Husnul Khatimah Icha Widya Putri Ikram, Muhammad Imam Mahadi Imelda Mardayanti Indah Putri Santri Indriani Nainggolan Ira Rohaya Sitio Isnaul Khoiriyah Izmi Zakia Hazizah Kaldius Ndruru Khusnul Fitri Hamidah Laila Zahra Lieona Fibra Asha Liza Husnita Luthfiah Mawar M. Agung Rahmadi Machranda Machranda Made Mahendra Maulani Al umi MEDIATY MG Isworo Rukmi Mido Irawan Minggu, Ayu Rinathi Moh Zainal Rofiki Muhammad Dedi Irawan Muhammad Farhan Muhammad Lie Kelvin Aidy Muhammad Rifqi Al Husaini Mutiara Rizkia Nabila Azzahra Nani Kurnia Nelly Astuti Hasibuan Novriza Awwalin Nisa Nur Aisah Nur Fauziah Subati NUR ISMI Nurhakiki Nurul Aulia Nurul Damayanti Nurwijayanti Nurzahara Sihombing Pakulla’, Heriani Pakulla’, Heriani Phasya Isyedwina Febriani Pradita Yulia Dwi Putri Putri Andini Putri Indriani Rabiyatul Adawiyah Ratna Ayu Damayanti Razali, Ramadhan Reza Juanda Reza Putri Harnefi Rikkini Sakina Rio Andika Riyan Sanjaya Rizka Nova Fitria Rizky Fajar Sitepu Rohani Rohani Rosmayanti Rosmayanti Rosmayanti, Rosmayanti Saidatul Umniyah Salehudin, Salehudin Sanny, Annisa Siti Padila Siti Qamariyah Solly Aryza Sonia Winda Khairani Sri Pujiyanto Surya Darma Surya Darma Nasution Syarifuddin Syarifuddin Thamrin, Husin Trias Mahmudiono Urfa Trisna Syadawi Vannesah Nara Tasya Halim Vina Ameera Wildan Asykarillah Yanti, Harti Budi Yetti Hidayatillah Yogi Wirandicha Zahra Amalia Zaimah Tuzzakiyah Zulfa Zulfarina Zulfarina