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All Journal Jurnal Ekonomi Kompak : Jurnal Ilmiah Komputerisasi Akuntansi E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Widya Cipta : Jurnal Sekretari dan Manajemen Jurnal Ilmiah Manajemen "E M O R" Jurnal Mitra Manajemen Distribusi Pelita : Jurnal Penelitian dan Karya Ilmiah ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi Jambura Science of Management Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI) MANAJEMEN DEWANTARA eCo-Buss JBMR: Journal of Business and Management Review Insight Management Journal Jurnal Disrupsi Bisnis JOURNAL SCIENTIFIC OF MANDALIKA (JSM) Jurnal Terapan Manajemen dan Bisnis Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Jurnal Bina Bangsa Ekonomika Bussman Journal : Indonesian Journal of Business and Management Journal of Student Research Zadama: Jurnal Pengabdian Masyarakat Jurnal Bisnis dan Manajemen (JURBISMAN) BATIK: Jurnal Pengembangan dan Pengabdian Masyarakat Multikultural
Sri Ernawati
Sekolah Tinggi Ilmu Ekonomi (STIE) Bima
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Marketing Mix Dan Brand Image Terhadap Keputusan Pembelian Kain Tenun Sebagai Upaya Mempertahankan Eksistensi Produk Lokal Ovriyadin; Sri Ernawati
Kompak :Jurnal Ilmiah Komputerisasi Akuntansi Vol. 17 No. 2 (2024): Jurnal Ilmiah Komputer Akuntansi (KOMPAK)
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/kompak.v17i2.2074

Abstract

This research aims to determine and analyze the influence of marketing mix and brand image as a marketing strategy. Before marketing activities occur, it is important for business actors, in this case weaving SMEs in Bima City, to know buyer behavior first to know what strategies will be implemented to market woven products. Determining a marketing strategy through a marketing mix that is right on target and increasing the brand image of woven products can increase consumer purchasing decisions as well as an effort to maintain the existence of local products in Bima City. The type of research in this research is quantitative. The method used in this research is an explanatory survey approach, namely through collecting data from respondents. The research instrument used was a questionnaire with a Likert scale containing a list of questions for respondents to answer. The sample in this study amounted to 200 people. Then, to test the research, it was carried out with the help of Smart Partial Least Square (SmartPLS) Software. The research results marketing mix and brand image have a significant influence on the decision to purchase woven fabric as an effort to maintain the existence of local products in Bima City
Co-Authors Aprian Sadlin Azizul Fajrillah dewi astuti Erli Yanti Febryatun Ardiani Imran Imran Intisari Haryanti Intisari Haryanti iryanti wahyuni Ismunandar dan Irma Mardian Ita Purnama Ita Purnama Iwan Koerniawan Jaeanab Jaeanab M. Fuadin M. Rimawan M. Syukur Dwiryansyah Mardiana Mardiana Muhajirin, Muhajirin muslima muslima Nur Komaria Nuranisyah dan Firmansyah Kusumayadi NURIDA NATSIR Nurul Aulia Nurul Huda Nurul Mahma Antika Ovriyadin Satriyadin faisal Siti Nurchalizah Sukmawati Sukmawati Uty Kurniawati