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Journal : International Journal of Artificial Intelligence Research

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 Adolf, Lapian P. M Annatasya Putri Potalangi Anthonie, Dewi Permatasari Antou, Leila S. Arie, Fitty F. Arie, Fitty V. Arie, Fitty Valdie Basoa, Putri Bernhard Tewal Bin Hasan Jan, Arrazi Burhanuddin, Rizka A. Cesilia, Kumendong Aimella Christian, Frans Jason Christoffer Elon Lumopa Dadung, Herald Evaristo Dama, Desi Putra Damian Febrianto Kansil Damongilala, Novia N. Daniel, Bagus A. Daud, Renny O. Dea Gloria Cristi Kumaat Dendi Ramdani Dingkol, Mohamad S. E. Eisy Timbangnusa Elisa Suhadi Elizabeth Putrinda Ratu Emilia M. Gunawan Emilia Margareth Gunawan Emillia Margareth Gunawan Engka, Nathaneel H.J. Fatimah Alamsyah Ferdinand J. Tumewu Ferdinand J. Tumewu Fernanda Tambayong Fitty Valdi Arie Fitty Valdi Arie, Fitty Valdi Foe, Liota Franklin Patrick Englbert Frederik G. Worang, Frederik G. Gabriela Audina Kasi Gabriela E. D. Pinontoan Gratcia Natasya Bonaldy Gunawan, Emilia Gunawan, Emilia M. Haris Prasetyo Hizkia Christian, Hizkia Honi, Henli ` Y. Imbar, Hanna R. K. Imelda Ogi Indrie Debbie Palandeng Indrie Debby Palandeng Ismiatun Khasanah Ivonne S Saerang Ivonne S. Saerang Ivonne S. Saerang Ivonne S. Saerang Ivonne Stanley Saerang Ivonne Stanley Saerang Jacky S. B. Sumarauw Jacob, Prisilia A. Jeanefer, Tangkudung A. Jeason Lucky Alexander Tampi Jelita, Kezia Jesika, Ningrum Jimmy Jehosua Wungkana Joseph, Omega P. Juan Worang Kalawat Lengkongb, Victor Paska Kalawat Kalesaran, Dionycio Kansil, Deyby . Kansil, Lilis A. Kattang, Fiorent E.C. Kereh, Claudio Khusna Pelealu Koropit, Prisilia Lala, Ryanna Jasmine Lalawi, Natasya T. Lamonge, Monalisa A. Lanawaang, Belinda Lantang, Monika Gabriela Legi, Christian M. Lengkong, Fyolanda . Lengkong, Victor P. K Linda Lambey, Linda Lintang Winastiani Mangku Dipuro Liode, Feren E. Liusito, Reginald A. Logor, Grand Loureine Patricia Sumual Lucia Cecilia Mandey Lydia Ivana Kumajas Maga, Yulisa Lidya Virginia Magdalena, Pangkey Hannah Maria Mailangkay, Ferdinand A. Malonda, Ryan Ch. Mamahit, Bonaventura L. A. Mamangkey, Juan H.W. Mandagi, Yosua Leonardo Manduapessy, Gery Mangantar, Marjam . Mantiri, Jessica N. Mantow, Tabita E. O. Maramis, Joubert B. Maria Tielung Maria V. J Tielung Maria V. J. Tielung Maria V.J. Tielung Marjam Mangantar Maryam Mangantar Maryam Mangantar Maryam Mangantar Masinambow, Vecky A.J. Massau, Appolos Mattiara, Nicholas S. Mawei, Miracllyne F.G Mawitjere, Praisethy M. Maykel Robi Rantung Mende, Stacy Merinda H. Ch. Pandowo Mewengkang, Juwita B. Mo’o, Octaviani . Mojambo, Gabriel A.M Mongi, Rifan E. Mongi, Sunotowira R. Monica Simbala Moniharapon, Silcyljeova . Monintja, Steve Christofel Murni, Sri . Naftali, Sumilat C. Natanael Owen Rumondor Nelwan, Andrew . Nepa, Andre Juan Ngantung, Edward M. C. Nugraha, Faris M. Nugraha, Faris Muchsin Nugroho, Daniel ` Olivia Nelwan Olivia S. Nelwan Pandegirot, Sonia Ch. G. Pangkey, Aldy R. Pangumpia, Alsye Wise Paoki, Tifany T. Paputungan, Sharon Voice Thiffania Parengkuan Tommy Parengkuan, Vega J. J. Paulina Van Rate Paulina Van Rate Pelle, Nathasya F. Phatricia S M Monoarfa Pinasang, Ian G. Poluan, Efrani Pondaag, Elsa M. Pongkorung, Anamaria . Poyoh, Christin Marciah Raintung, Michael Ch. Ramlan, Sitti Ruwaida Rampen, Dio B. Ratag, Alfredo Josua Raynaldo Fabian Karel Posumah Recovri Octaviani Sambur Regina Trifena Saerang Rembet, Eunike . Reo, Alrick j. Rompas, Rex C. E. E. Rompas, Yunita Putri Dianti Rompis, Hidecky Rompis, Noval Krisander Rugian, Nada G.M Rumengan, Sheren Rumokoy, Lawren Runtulalo, Rauna . S.L.H.V Joyce Lapian Saeh, Charlen Sael, Arga . Saerang, Regina T. Saerang, Regina Trifena Salahudin, Dennise Nurillah Samban, Yonatan W. A. Sante, Zevanya Vaneca Sasauw, Abigail Senduk, Indri F. A Sengkey, Jefri I.B Sepang, Jantje . Shinta J.C. Wangke Shinta Jeanette Camelia Wangke, Shinta Jeanette Camelia Shinta Wangke, Shinta Siagian, Amelia Elisabeth Siboro, Deki Fransiskus Sifrid Pangemanan Sifrid s Pangemanan Sifrid S. Pangemanan Silvya L Mandey, Silvya L Sitinjak, Debora C. Soamole, Fitria . Sri Murni Sri Murni Sri Murni Sri Wahyuni Anggraini Kamal, Sri Wahyuni Anggraini Stajanoska, Irene Sukma, Nurul . Swecananda, Made Lalita Syamsul Arifin Tamboto, Glorrya Tangel, Lois Merry Taroreh, Rita Norce Tasik, Hizkia H.D. Tatengkeng, Desrin . Tauke, Putri Yuliana Telew, Amelia Christania Tendean, Yosua P. J. Tilaar, Kesye Karlina Tommy, Parengkuan . Tommy, Parngkuan Tompodung, Victory P. Tumbuan, Willem J. F. A. Umboh, Christina Natalia Stevhia Umboh, Syallomika F. B. W. Untu, Victoria Neisye Untu, Victoria. N Veren Pangemanan Victor P.K. Lengkong Victoria N. Untu Victoria Neisye Untu Victoria Nesye Untu Vina Elsje Voges, Nadine N Walakandou, Regina Joan Ribka Walintukan, Cynthia . Wangke, Shinta J. C. Wangke, Shinta J.C. Wangke, Shinta Y. C. Warbung, Cicilia J. E Welan, Geraldy Wilar, Frits F. Yonggara, Yoliana Yosua Sendefri Pajan Yudhatama Indrawan Yuni Anggraini Manangin Manangin Yunita Mandagie