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Lucia Cecilia Mandey
Universitas Sam Ratulangi
Agriculture, Biological Sciences & Forestry Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Immunology & microbiology Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Veterinary Other

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Journal : International Journal of Artificial Intelligence Research

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Model Development of Positioning Strategy, Trust, Brand Image, Towards Purchase Intention in Virgin Coconut Oil Products MSMEs Mandey, Silvya L; Kalawat Lengkongb, Victor Paska Kalawat; Nelwan, Olivia; Masinambow, Vecky A.J.; Tulung, Joy Elly; Mandey, Lucia Cecilia
International Journal of Artificial Intelligence Research Vol 6, No 1.1 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.1.707

Abstract

The research aims to improve strategy, namely the act of designing in product offerings to consumers which include positioning strategies, Trust, Brand Image, towards purchase intentions in MSMEs of Virgin Coconut Oil products in North Minahasa. The population is small and medium enterprises for Virgin Coconut Oil (VCO) products in North Minahasa Regency. The implementation of this research obtained a theory that functions to explain, predict, and control a phenomenon, especially those related to the development of positioning, trust, brand, image strategies for purchase intentions in VCO product SMEs in North Minahasa Regency. The sample size in this study is 100 respondents. The variables in this study consist of positioning strategy indicators (X1), namely good performance, benefits, suitability, excellence, Trust (X2), namely the perception of trust in MSME virgin coconut oil products with indicators of reliability, credibility and benevolence, so for variable X3 ( Brand Image) namely recognition, reputation, affinity, loyalty. The purchase intention variable (Y) is design, patience, search. The results of research on marketing strategy and consumer behavior obtain a strategy model of positioning, trust and brand image that can be applied to MSMEs in the form of the Level of Technology Readiness for the community, especially the workforce in North Minahasa Regency..
Co-Authors ., Mety Ali , Almer Hassan Almer Hassan Ali Arman Arman Arman Bagus Iryanto Bobby Polii Caroline B.D. Pakasi Cenny Sulastri Br Pandiangan Charles Ngangi Charles R. Ngangi Chi Chi Nur Anisa Basiru Christine F. Mamuaja Christine Makagansa, Christine Christine Mamuaja Christy Sakendatu Christy Sakendatu, Christy Dantje Tarore Dedie Tooy Dekie Rawung Edi Suryanto Elias Saroa, Elias Erny Nurali Fernandez, Cecillia Angela Frans Lumoindong, Frans Frisly Sayangbati G.S.S. Djarkasi Gabriela Sampelani Joseph Gregoria S. S. Djarkasi Gregoria S.S. Djarkasi Herson, Nur Afiah Herwwin V. Manurung Hindom, Penina P. I Ketut Suwetja Inneke F. M Rumengan Jaka F.P. Palawe, Jaka F.P. Jaka Frianto Putra Palawe Jantje Pongoh Jenny E A Kandou Jenny E.A. Kandou Jenny E.A. Kandou Joppi ., Lengkong Joy Elly Tulung Kalawat Lengkongb, Victor Paska Kalawat Kandou, Jenny E. A. Kandou, Jenny E. A. Ketut Suwetja Koleangan, Amanda Archangela Korompis, Olga S. Lana E. Lalujan Lefina, Silvya Lempoy, Wulan Kristie Lengkong, Joppi ., Lexie P. Mamahit Lexie P. Mamahit Luntungan, Aldian H. Magrietje B. Lelengboto Makinggung, Putri Natacia Mandey, Silvya Lefina Manongko, Patricia Syaron Martha R.R. Rumaratu Masinambow, Vecky A.J. Max Tulung Maya M. Ludong Mercy Taroreh Moh. Irwanto Ahmd MOTULO, BRENDA Mukhlis Muson B. Hermanus, Muson B. Natasia M. Dumais Nelly Mayulu Novia M.T. Dera Novke J. Pongajow, Novke J. Oessoe, Yoakhim Y. E. Oessoe, Yoakhim Yafet Engelhard Olivia Nelwan Olivia P.M. Purukan Palandeng, Feriana C. Pandiangan, Cenny Sulastri Br. Penina P. Hindom Pipih Suptijah Porotu’o, John P. Porotu’o, Lely I. Putri Amelia Ribka Mandagi Rini Pakaya, Rini Rita R. Tangdiongga, Rita R. Rivo M. Saroinsong Rivo M. Saroinsong, Rivo M. Robert Molenaar Rogi, Joshua T. A. Ruland Rantung Sabrina Berta Sachlan, Putri A. A. U. Sangkilen, Lisa Shirley E. S. Kawengian Sidun, Monica Silvia Mandey, Silvia Silvya L Mandey, Silvya L Sumual, Maria Fransisca Teltje Koapaha Thelma D. J. Tuju, Thelma D. J. Thelma D.J. Tuju Tineke Langi Tineke M. Langi Tumbol, Michael Veron Orlando Tamauka Wahyuny Langelo Wokas, Chichilia Yoakhim Oessoe Yoan Y. Bolung Yunus, Yudin