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All Journal Dia: Jurnal Administrasi Publik JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK
Taufik Zulfikar
University Of Sangga Buana, Bandung
Humanities Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Social Sciences Transportation

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HALAL CERTIFICATE POLICY: CORRELATION OF CAMPAIGN AND CREATING BRAND IMAGE ON CONSUMER INTEREST TO BUY WARDAH COSMETICS IN BANDUNG Ine Aprianti; Taufik Zulfikar; Annisa Rachmawati; Lucy Nurfadilah
DIA: Jurnal Administrasi Publik Vol 20 No 01 (2022): PUBLIC ADMINISTRATION
Publisher : Program Studi Doktor Ilmu Administrasi, FISIP, Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (534.367 KB) | DOI: 10.30996/dia.v20i01.6434

Abstract

The Halal certification policy has an effect on competition, including competition in the world of the cosmetic industry, a phenomenon marked by the level of competition between cosmetic companies that are getting tighter. To increase competitiveness and so that the brand is always at the top of the consumer's mind (top of mind), the company must always hold a campaign so that the creation of the brand image is always maintained and will eventually lead to buying interest. This study aims to analyze and prove the effect of halal certificate policies in campaigns and brand image creation on buying interest. The research method was used quantitatively with the number of respondents as many as 100 people to determine the sample by chance at a mall in Bandung. The data was obtained by giving closed questions to the respondents. The analytical tool used is Multiple Linear Regression. The results of the study indicate that the campaign and the creation of a Brand Image, either partially or jointly, have an effect on Buying Interest.
Digital Marketing and Brand Image To Increase Consumer Purchase Interest Taufik Zulfikar; Ine Aprianti; Eva Rachmawati
Jurnal Manajemen Industri dan Logistik Vol. 6 No. 1 (2022): 10 original research articles were authored/co-authored by 40 authors from 4 co
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v6i1.976

Abstract

The digital marketing implemented optimally will improve the positive perception of the consumer candidates so that it develops a strong brand image impacting at an interest in buying.  How the institution maximizes the digital marketing function and how the institution's brand in the mind of the candidates might influence the interest of the students to become the students of the institution have become the phenomenon interesting to research.  This research aims to assess the influence of digital marketing and brand image on buying in the students of tutoring institutions in Bandung.  The research method used in this research is multiple linear regression.  The analysis units used in this research are the students of tutoring institutions in Bandung.  The sample-taking way is done using simple random sampling.  The value of the coefficient 1 = 0.466 and 2 = 0.457 and the value of F value is 710.596. The result shows that digital marketing and brand image influence interest in buying both simultaneously and partially.
Co-Authors Annisa Rachmawati Eva Rachmawati Ine Aprianti Lucy Nurfadilah