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All Journal Journal of Business Management Jurnal Pengabdian Masyarakat (Jubdimas)
Pasaribu, Wilson
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Public Health

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Perumusan Visual Guideline Pada Local Brand La Roux Craft Untuk Meningkatkan Brand Image Hariyati, Ayu Nur Utami Siwi; Ritonga, Ewy Lady Christin; Prawira, Muhammad Arby; Situmorang, Victoria Via Dolorosa; Pasaribu, Wilson
JUBDIMAS ( Jurnal Pengabdian Masyarakat) Vol 1 No 2 (2022): Jurnal Pengabdian Masyarakat, September 2022
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jubdimas.v1i2.76

Abstract

The development and progression in the business field in Indonesia also impacted the people of Medan, resulting in their interest in the growth of local brands, especially fashion local brands. This increased interest is one of the reasons that motivates La Roux Craft as one of the local brands located in Medan to produce handmade designed products. In order to survive, La Roux Craft needs a good branding strategy so it can have a competitive advantage in this era of creative and digital competition. However, La Roux Craft does not yet have a strong branding identity and a sufficient amount of knowledge of digital marketing to navigate its own brand. Based on the situation and the problem that faced by La Roux Craft, this study intends to design a set of brand visual guidelines and do a socialization regarding digital marketing strategy related knowledge to prepare this brand to become a better competitive brand in today’s era. Keywords: brand visual guideline, marketing strategy
The Effect of Online Customer Review and Online Customer Rating on Purchase Decision with Brand Image as Mediation on Shopee Marketplace in Medan City Pasaribu, Wilson; Sembiring, Beby Karina Fawzeea; Rini, Endang Sulistya
Journal of Business Management Vol. 3 No. 1 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i1.148

Abstract

Shopee is one of the online shopping places in Indonesia that allows individuals, small shops, and brands to make online transactions. The Brand Image owned by Shopee is already known to the Indonesian people compared to several other e-commerce platforms. The purpose of this study is to analyze "The Effect of Online Customer Review and Online Customer Rating on Purchase Decision with Brand Image as mediation on Shopee Marketplace in Medan City". The data collected in this study are primary data and secondary data, which are collected through data collection instruments in the form of questionnaires, interviews and documentation studies. The sample in this study was 150 respondents. This study uses quantitative data, with the Partial Least Square (PLS) method. The test results show that partially brand image has a significant effect on purchase decision, online customer review has a significant effect on brand image, online customer review does not have a significant effect on purchase decision, online customer rating has a significant effect on brand image, online customer rating has a significant effect on purchase decision. Brand image as an intervening variable does not have a significant impact in increasing the influence of online customer rating on purchase decision. Brand image as an intervening variable as an intervening variable has a significant impact between the influence of online customer review on purchase decision.
Co-Authors Beby Karina Fawzeea Sembiring Endang Sulistya Rini Hariyati, Ayu Nur Utami Siwi Prawira, Muhammad Arby Ritonga, Ewy Lady Christin Situmorang, Victoria Via Dolorosa