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All Journal Jurnal Akademika Biologi Jurnal Online Mahasiswa (JOM) Bidang Keguruan dan Ilmu Pendidikan Jurnal Media Gizi Indonesia (MGI) JIP: Jurnal Ilmiah PGMI AFEBI Accounting Review KOMIK (Konferensi Nasional Teknologi Informasi dan Komputer) Jurnal Sistem Informasi Kaputama (JSIK) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Keluwih: Jurnal Kesehatan dan Kedokteran Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Jurnal Sains Teknologi dan Sistem Informasi International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Islamic Accounting and Finance Review Bandung Conference Series: Islamic Education International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Jurnal Riset Manajemen Gudang Jurnal Multidisiplin Ilmu Cendikia Pendidikan Causa: Jurnal Hukum dan Kewarganegaraan Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Media Akademik (JMA) Journal of Innovative and Creativity JURNAL MULTIDISIPLIN ILMU AKADEMIK Imajinasi: Jurnal Ilmu Pengetahuan, Seni, dan Teknologi Fatih: Journal of Contemporary Research Mesada: Journal of Innovative Research PESHUM Taawun: Jurnal Pengabdian kepada Masyarakat
Putri Ramadhani
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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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 Abdul Hamid Habbe, Abdul Hamid ACHMAD FAUZI Adi Priyono Afrian Juita Ahmad Hariandi Alifa, Sarah Alwin Fau Amir Maniur Silitonga Aninda Muliani Anisa Firma Annisa Rahmah Ghaffari Arliasnyah, Arliasnyah Asha Firnandia Atikah Haura Aulia, Najri Auradian Marta Dadi Satria Dani Manesah Daulat Saragi Delra Maulida Risma Dewi Seftiana A Dinanti Amelia Putri Enoh Fadly Anhar Gultom Fera Fitri Salsabila Fitri Rahma Dani Fitriyani Fitriyani Fuadi Fuadi hasyim, hasyim Helmi Aziz Hendra Ibrahim Husnul Khatimah Icha Widya Putri Imam Mahadi Imelda Mardayanti Indah Putri Santri Indriani Nainggolan Ira Rohaya Sitio Izmi Zakia Hazizah Juanda, Reza Kaldius Ndruru Khusnul Fitri Hamidah Lailatul Husna Lieona Fibra Asha Liza Husnita Machranda Machranda Made Mahendra Maulani Al umi MEDIATY MG Isworo Rukmi Mido Irawan Minggu, Ayu Rinathi Muhammad Dedi Irawan Muhammad Farhan Muhammad Ikram Muhammad Lie Kelvin Aidy Muhammad Rifqi Al Husaini Mutiara Rizkia Nabila Azzahra Nelly Astuti Hasibuan Novriza Awwalin Nisa Nur Aisah Nur Fauziah Subati Nurul Aulia Nurul Damayanti Nurwijayanti Pakulla’, Heriani Pakulla’, Heriani Phasya Isyedwina Febriani Pradita Yulia Dwi Putri Putri Andini Putri Indriani Rabiyatul Adawiyah Ratna Ayu Damayanti Razali, Ramadhan Reza Putri Harnefi Rikkini Sakina Rio Andika Rizka Nova Fitria Rizky Fajar Sitepu Rohani Rohani Rosmayanti Rosmayanti Rosmayanti, Rosmayanti Saidatul Umniyah Salehudin, Salehudin 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 yopiza, yopiza Zahra Amalia Zaimah Tuzzakiyah Zulfa Zulfarina Zulfarina