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p-Index From 2020 - 2025
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All Journal MBR (Management and Business Review) Journal Research of Social Science, Economics, and Management
Immanuel Zai
Universitas Internasional Batam, Indonesia
Economics, Econometrics & Finance Environmental Science Social Sciences

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Analyzing the effects of digital marketing on brand awareness among internet users Karen Karen; Immanuel Zai
MBR (Management and Business Review) Vol 6 No 2 (2022): Desember
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/mbr.v6i2.7298

Abstract

Information technology advancements have influenced how marketing is carried out in the sector with that, a variety of platforms and methods for raising consumer brand awareness. Digital marketing strategies such as advertising, social media marketing, content marketing, email marketing, and website marketing are well-known and used across a variety of industries in our fast-evolving technology. This article provides a thorough analysis of how various digital marketing strategies related to brand recognition. In light of this, the study design for this work is comparative causal, and the primary data used were those that were gathered from 273 consumers of digital media in the province of Riau Island and evaluated using the SmartPLS program. The theory was put to the test, and the results revealed a significant positive association between internet advertising and brand recognition. The study can be further expanded using data from various age groups, geographic locations, and other digital marketing strategies which wasn’t further studied in this study.
Analysis Of The Influence Of Brand Image, Price, Service Quality On Purchasing Decisions By Mediating Customer Satisfaction On Drinks At Coffee Shops Cindy Cindy; Immanuel Zai
Journal Research of Social Science, Economics, and Management Vol. 3 No. 7 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v3i7.614

Abstract

The purpose of this study is to determine and analyze the influence of brand image, price, and product quality on purchasing decisions by mediating customer satisfaction on drinks at Batam City coffee shops with a number of respondents as many as 210 people. This research is basic research and is quantitative. Data collection techniques go through literature studies and field studies using questionnaires. Data analysis techniques are launched by managing data statistically using the help of smart PLS applications. Through the processing of data that has been done, it is found that brand image does not have a significant effect on purchasing decisions. Price has a significant influence on purchasing decisions. Service quality has a significant influence on purchasing decisions. Customer satisfaction does not have a significant effect on purchasing decisions. Brand image has a significant effect on customer satisfaction. Price has a significant effect on customer satisfaction. Service quality does not have a significant effect on customer satisfaction. Brand image cannot influence purchasing decisions mediated by customer satisfaction. Price cannot influence purchasing decisions mediated by customer satisfaction. Service quality cannot influence purchasing decisions mediated by customer satisfaction.
Co-Authors Cindy Cindy Karen Karen