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All Journal JAM : Jurnal Aplikasi Manajemen COMPETITIVENESS JOURNAL Jurnal Mirai Management EKONOMIS : Journal of Economics and Business Patria Artha Management Journal JURNAL MANAJEMEN BISNIS Jurnal Pengabdian Dharma Laksana Dinasti International Journal of Digital Business Management Enrichment : Journal of Management Didaktik : Jurnal Ilmiah PGSD STKIP Subang Jurnal Ilmu Manajemen Profitability Journal La Bisecoman Jurnal Bisnis Mahasiswa Journal of Public Representative and Society Provision Journal of Artificial Intelligence and Digital Business Jurnal Ilmiah Multidisiplin Amsir IIJSE Journal of Management and Innovation Entrepreneurship (JMIE) Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (Jebisma) International Journal of Economic Research and Financial Accounting Jurnal Social Society Indonesian Journal of Management Studies IECON: International Economics and Business Conference
Andi Mappatompo
Universitas Muhammadiyah Makassar
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Jurnal Ilmiah Multidisiplin Amsir

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Pengaruh Promosi dan Inovasi Produk Terhadap Kinerja Pemasaran Melalui Citra Merek Pada UMKM Pakaian Muslimah di Kota Makassar R, Ummu Kalsum Rahim; Lewangka, Oesman; Mappatompo, Andi
Jurnal Ilmiah Multidisiplin Amsir Vol 1 No 2 (2023): Juni
Publisher : AhInstitute of Research and Community Service (LP2M) Institute of Social Sciences and Business Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62861/jimat amsir.v1i2.240

Abstract

This study aims to examine the effect of promotion and product innovation on marketing performance through brand image in Muslim clothing SMEs in Makassar City. The research was carried out at the Akhwat Sewing House in Makassar City using a quantitative approach. The sampling technique used is simple random sampling and produces 114 samples. The analysis technique used in this study is path analysis with the SEM-PLS method. The results of the study show that promotion has a positive and significant effect on brand image indicating that effective promotion can increase consumer positive perceptions of the brands offered. Product innovation has a positive and significant effect on brand image so that it is able to present innovative products from competitors. Promotion has a positive and significant effect on marketing performance so that it can increase consumer awareness of their products. Product innovation has no significant effect on marketing performance which indicates that other factors besides product innovation may be more dominant in influencing the marketing performance of these MSMEs. Brand image has a positive and significant effect on marketing performance which contributes to building consumer loyalty to the product. This study also found that brand image is able to mediate promotion on marketing performance, which means that good promotion will enhance brand image and contribute to marketing performance. Brand image is also able to mediate product innovation on marketing performance. Innovative products can build a positive brand image and enhance their marketing performance. This research recommends that MSMEs develop more effective and targeted promotion strategies, unique innovative products, and strengthen their brand image.
Co-Authors A Ifayani Haanurat A. Ainin Amelia A. Endang Maulana A. Ifyani Haanurat ABD RAHMAN RAHIM, ABD RAHMAN Abdi, Muhammad Nur Abdul Rahman Rahim Agus Salim Agusdiwana Suarni Agussalim Harrang Agustinus Ruti Ahmad AC, Ahmad Ahmad AC. Akhmad, Akhmad Amran Amran Andi Zaskia Ramdhani Arfan Arfan Asbahar Asbahar Asrawan , Asrawan Aulia Aulia Aulia Aulia Aulia Aulia Awaliya, Nurdia Basri Basir Chairul Ikhsan Choiriah Muslimah Nurdin Dewi Iriani Erniati Erniati Erniati Erniati Fadhillah S Ramadhani Fahmi Nur Mala Firman Karim Firman syah, Firman Haslinda Haslinda, Haslinda Hasmin, Nurul Amira Hasmiranda Hasmiranda Hasmiranda, Hasmiranda Hasriani Hasriani Hasriani Hasriani, Hasriani Husnaeda Indrawaty, Sri Mulyani Irpan Joko Purnomo Lewangka, Oesman M. Syafiie Idrus Mardaniar, Andi Margono Setiawan Markiones, Sartika Aprilia Marsila Marsila Mohammad Rahmat N Muh Nur Abdi Muh. Ikram Idrus Muhaimin Muhaimin Muhammad Nur Abdi Muhammad Rusydi Muhran, Muhriadiy Nadia Nadia Nailah Nurjannah Nasrullah Nasrullah Nasrun Nasrun Nenny Slaviaty Nursyamsi, Siti Oesman Lewangka Putri, Meilin Dwi R, Ummu Kalsum Rahim Ramadhani, Fadhillah S Reka Ruslan Ridwan Ridwan Romadhoni, Buyung Rosinta Ruslan, Reka Ruti, Agustinus Salama Kaplale, Salama Samsul Rizal Samsul Rizal Sandi, Rajib UI Sarfina, Sarfina Simiati Siti Nursyamsi Slaviaty, Nenny Sri Andayaningsih Sri Mulyani Indrawaty Suarni, Agusdiwana Sulastri Sulastri Syafaruddin Syafaruddin Syafaruddin Syafaruddin Syahrul Syahrul Syamsuddin Syamsuddin Syarthini Indrayani Triwati, Apriliyah Umar Nimran wahyuni wahyuni Yusra Putri Zainal Yahya Idris