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All Journal International Journal of Community Service & Engagement Manis : Jurnal Manajemen dan Bisnis
Merry Pelupessy
Universitas Pattimura
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Influence of Brand Personality on Purchase Decisions: A Case Study of Nike Shoes in Ambon City Merry Pelupessy; Erlinda Tehuayo
International Journal of Community Service & Engagement Vol. 2 No. 4 (2021)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijcse.v2i4.518

Abstract

The purpose of the study was to analyze the influence of brand personality on purchasing decision for Nile shoes in the city of Ambon. this research is a descriptive research. The population in this study are users of nike  shoes in Ambon city. And The Number Of Sampel Is 100 respondents.By using a questionnaire as a data collection tool. Taking the sample using non probability sampling with the data analysis method used is multiple linear regression. Based on the results of multiple linear regression test that the brand personality variable has a positive and significant effect on the decision of 0,396 which means that the brand personality variable is considered important when consumers will make a decision to buy nike shoes.
THE EFFECT OF PRODUCT KNOWLEDGE AND SOCIAL MEDIA MARKETING ON THE BRAND SWITCHING OF FAST MOVING CONSUMERS GOODS PRODUCTS DURING THE COVID 19 PANDEMIC R.A. Aisah Asnawi; Etvin Rizal Tamher; Merry Pelupessy
Manis: Jurnal Manajemen dan Bisnis Vol 4 No 2 (2021): MANIS : Jurnal Manajemen dan Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/manis.4.2.37-46

Abstract

This research aims to determine the effect of product knowledge and social media marketing on the brand switching of fast moving consumers goods (FMCG) products during the COVID-19 pandemic. The type of research is quantitative with the use of regression analysis techniques and SPSS analysis tools version 23. The number of respondents in this research are 100 FMCG users spread across five villages in Central Maluku Regency. Based on the research results, social media marketing has a negative effect on brand shifting, this is due to the more information received, the more selective consumers tend to be. The era of the internet today makes consumers more critical and think about the validity of information, especially related to health. Meanwhile, product knowledge is just the opposite. Product knowledge has a positive effect on brand switching. This is simply because product knowledge is more relevant and becomes a reference for shifting health product brands. People are increasingly educated and trusting brands that have a good reputation. A well-known brand is easy to gain the trust of the public or respondents.
Co-Authors Etvin Rizal Tamher R.A. Aisah Asnawi Tehuayo, Erlinda