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All Journal MABIS Kultivasi Aksara Pendas : Jurnah Ilmiah Pendidikan Dasar The Journal of Society and Media Dialektika: Jurnal Ekonomi dan Ilmu Sosial Jurnal Informatika Ekonomi Bisnis Target : Jurnal Manajemen Bisnis Journal of Pharmaceutical and Health Research International Journal of Engineering, Science and Information Technology Forum Bisnis dan Kewirausahaan Jurnal Media Akuntansi (MEDIASI) Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Takwil: Journal of Quran and Hadith Studies Jurnal Informatika Ekonomi Bisnis Journal of Social Science and Business Studies Sriwijaya Journal of Agribusiness and Biometrics in Agriculture Research Jurnal Intisabi ILKOMEDIA: Jurnal Ilmu Komputer dan Multimedia
Dewi Santika
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Brand Image Mediating Word of Mouth and Marketing Performance in Aloe Vera MSMEs Raporia, Yulita; Santika, Dewi
Target : Jurnal Manajemen Bisnis Vol. 7 No. 2 (2025): Target : Jurnal Manajemen Bisnis : In-Press
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/target.v7i2.5721

Abstract

One of the leading commodities in West Kalimantan is aloe vera. However, the marketing performance of processing aloe vera into food products is still relatively low due to suboptimal marketing strategies. WOM has the potential to improve MSME marketing performance by fostering a positive consumer perception. This study aims to analyze how brand image mediates the relationship between WOM and marketing performance among MSMEs producing processed aloe vera food products in Pon- tianak and Kuburaya. This study uses a quantitative approach, with questionnaires distributed offline. The sample consisted of 115 respondents, and a census method was used. The data were processed using the Structural Equation Modeling (SEM) approach in Analysis of Moment Structures (AMOS) to determine the influence of the relationships among variables. The results of this study show that WOM has a positive and significant effect on brand image and marketing performance. Still, brand image has no effect and is not significant on marketing performance. Brand image is also unable to mediate the effect of WOM variables on the marketing performance of processed aloe vera food MSMEs in Pontianak and Kuburaya. Therefore, MSMES need to improve communication and interaction to make positive WOM a strategy for expanding market share and boosting marketing performance.
Hubungan Brand Awareness dan Customer Value terhadap Purchase Decision Motor Honda oleh Masyarakat Kabupaten Sanggau Meiliana, Karwinda; Santika, Dewi
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 3 (September 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i3.1258

Abstract

This study aims to develop a conceptual model to examine the influence of brand awareness and customer value on the purchase decision of Honda motorcycles among consumers in Sanggau Regency. The population in this study includes all Honda motorcycle users in the area, although the exact number is unknown. A total of 135 respondents were selected using a strata quota sampling technique with a purposive sampling approach. Data were collected through questionnaires and interviews, then analyzed using multiple linear regression with the assistance of SPSS software. The findings reveal that both brand awareness and customer value have a positive and significant effect on purchase decisions, both individually and simultaneously. The resulting regression model is Y = 0.313X1 + 0.535X2, indicating that these two variables jointly explain a substantial portion of consumer purchasing behavior toward Honda motorcycles in the region. These results highlight that brand strength and perceived product value remain critical components in formulating effective marketing strategies.
Co-Authors AA Sudharmawan, AA Aidillah, Elita Cucu Suherman Dewi Sartika, Diana Djatmika . Fatimah, Cut Febriana Louw Febriyeni, Febriyeni Indra Gunawan Intan Ratna Dewi Anjarsari Ira Restu Kurnia Isniar Hutapea Istiqoma, Istiqoma Junaidi, Yulian Lauw Sun Hiong Lie Heng Mangatur Nababan, Mangatur MARDIAH KENAMON Meiliana, Karwinda Mira Ariyanti Muhamad Najib Muhammad Gunawan Nono Mulyono Nopiani Indah Nurlatifah, Dila Oetomo, Dedy Setyo Randi, Randi Raporia, Yulita Saladin, Hendry Sari, E Yunita Sari, Fifian Permata Sophia Salsabila Taqwa, M Ridhah Uci Julya Ningsih Yudha , Haris Sandi Zahmaya, Raudya Tuzahwa