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All Journal IMAGE Jurnal Mirai Management IKRA-ITH EKONOMIKA Journal Of Management Science (JMAS) Syntax Idea Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Jurnal Abdi Insani Dinasti International Journal of Digital Business Management ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Jurnal Scientia Jurnal Bisnis, Manajemen, dan Ekonomi Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis Jurnal Ilmu Manajemen Terapan (JIMT) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Nasional Manajemen Pemasaran dan SDM International Journal of Marketing and Human Resource Research Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Dynamic Management Journal Transformasi Manageria: Journal of Islamic Education Management International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Economic, Business and Engineering (JEBE) Jurnal Manajemen Jurnal Ilmiah Mahasiswa (JIMAWA) Journal of Comprehensive Science Jurnal Bisnis Kompetitif Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies Indonesian Journal of Multidisciplinary on Social and Technology Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Al-Zayn: Jurnal Ilmu Sosial & Hukum Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Business and Management Inaba Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Aktiva: Jurnal Manajemen dan Bisnis Journal of Ekonomics, Finance, and Management Studies Jurnal Kewirausahan dan Multi Talenta (JKMT) International Journal of Management, Economic and Accounting JAMARI : Jurnal Pengabdian Masyarakat Mandiri JAMARI : Jurnal Pengabdian Masyarakat Mandiri
Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok
Universitas Indonesia Membangun Bandung, Jawa Barat, Indonesia
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Journal : dynamic management journal

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HOW BRAND AWARENESS AND PRICING STRATEGY SHAPE CONSUMER DECISIONS: AN EVIDENCE FROM INDONESIAN LOCAL FASHION BRAND Putri Ermawan, Amanda; Mubarok, Dadan Abdul Aziz
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13528

Abstract

Indonesia's fashion industry is growing dynamically with cultural diversity and creativity, but amid fierce competition, the apparel industry is in decline in 2023. This phenomenon encourages the need to analyze factors that influence consumer purchasing decisions, especially brand awareness and price, as a competitive strategy. This study aims to analyze the influence of these two variables on the purchase decision of OR Chip Best Brand Collection products, as well as provide business recommendations based on empirical findings. The research method uses a quantitative approach with linear regression analysis based on survey data of 150 fashion consumer respondents. The results of the study prove that both brand awareness and price have a significant and positive effect on purchase decisions, with brand awareness as the dominant factor. The novelty of the research lies in its contextual approach to local fashion brands in the face of intense industry competition. The contribution of this research provides practical implications for business actors in improving brand equity-based marketing strategies and competitive pricing, while maintaining product quality. 
HOW SOCIAL MEDIA MARKETING AND BRAND AWARENESS AFFECT CONSUMER PURCHASE DECISIONS: AN EMPIRICAL STUDY OF CAHAYA MEGAH T-SHIRT? Sudrajat, Jajat; Mubarok, Dadan Abdul Aziz
Dynamic Management Journal Vol 9, No 3 (2025): July
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i3.14629

Abstract

This study addresses the urgency of understanding how digital marketing strategies influence consumer behavior in the competitive apparel industry, particularly focusing on Small and Medium Enterprises (SMEs). The research aims to analyze the effects of Social Media Marketing (SMM) and Brand Awareness (BA) on consumer purchase decisions for Cahaya Megah T-Shirt. Employing a quantitative descriptive and verificative approach, data were collected through questionnaires distributed to 100 respondents using the Slovin formula. Data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation analysis, coefficient of determination, and t-tests. The results indicate that both Social Media Marketing and Brand Awareness have a significant positive impact on consumer purchase decisions, with Brand Awareness showing a stronger influence. This research contributes to the existing body of knowledge by providing empirical evidence specific to the Indonesian SME context and offers practical insights for business owners to optimize their digital marketing investments and enhance brand strategies to drive consumer purchasing behavior.
Co-Authors Adelia Nurma Isyah Agri Regiansa Alexander Patrick Sinamo Alya Napsi Fitria Ambarwati, Erli Ameilia Destiara Ahdiat Andre Suryaningprang Anjani, Deliana Septi Aprilliani, Pritta Ardinal Djalil Arie Hendra Saputro Aspi Nurani Benny Bernadus Bernadus, Benny Cahyani, Putri Regita Cecep Saepul Rohman Cecep Saepul Rohman Chandra Jaya, Rama Cinta Dwi Alieka Dalfa Septi Miami Dayan Hakim Natigor Dayona Ismail, Gurawan Dedi Gumilar Dendi Sujatmika Deni Hamdani Depi Ratna Sari Detya Wiryany Devyanthi Syarif Dhea Octaviani Dinda Fitriya Nurazyka Dini Carollina Erico Hamdani Erika Hartina Erna Herlianawati Erna Herlinawati Erna Herlinawati Fadilah, Hamidah Fauziah Faiz Sidqi Robbani Fanji Wijaya Faulina Nur Azizah Fauziah, Ninda Fauziyyah, Anggia Nur Febriyanti, Karina Fina Fahrina Fahrunisa Fitri Julianti Gemma Handayani Gurawan Dayona Ismail Gustami, Alifia Dwi Habib Amir Mujahid Hajar, Asri Shopiatul Handayani, Tias Ratna Helinawati, Erna Helvy Ramadhan Icha Mustika Wahyudi Ida Farida Oesman Ida Farida Oesman Indri Theresa Sitohang Ismail, Gurawan Dayona Isna Rosya Jamil Jaya, Rama Chandra Karamang, Ezra Karimah Azzahra, Waffa Kleofas Sumaler Laela Rahmawati Laelasari, Memey Lina Oktaviani Listri Herlina Mochammad Mukti Ali Muhamad Nazri Darise Muhamad Rizki Pratama Muhammad Bayu Muhammad Randi Febrian Mujahid, Habib Amir Mukti Ali, Mochammad Muttaqin, Ridlwan Nadia Muldiani Nafisah, Zian Neng Rosmiati Niken Annisa Zulkarnaen Nisa, Nina Auliya Novita Tri Hapsari Nunung Ayu Sofiati Nunung Ayu Sofiati (Efi) Nur Solehah Nuradina, Kartika Nurul Fadli, Ahmad Mukhlis Nurwidyani, Sabrina Eka Oktapian, Elsa Padil Muhamad Raji Palupi Permata Rahmi Pramitha, Adila Prasetiyo, Wildan Guretno Prinska Damara Sastri Putri Ermawan, Amanda Putri, Dea Anisa Putri, Rizka Ardlia R. Rheina Amalina Iskandar Raja Frans Rama Candra Jaya Rama Chandra Jaya Ramadillah, Tsara Khalistha Ramdan, Ahmad Taufiq Maulana Recky, Recky Rega Noer Cahyana Ria Marlia Hartati Riadi, Ridho Ridho Riadi Akbar Ridlwan Muttaqin Rifqi Farisan Akbar Rikko Oktaviano Baktiar Rima Nurul Afifah Rimayani Rimayani Rimayani, Rimayani Rini Marlina Rio Ari Ramadhan Riska Nuraini Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaya Rizki Fathurrahman Septian Ryan Marshal Fauzy Sani Aulia saniyyah, seli Sari, Lita Adhitya Sari, Putri Amalia Satrio Rahardi Sayyidinaa Zahra Ridha Pramitha Setiawan, Ariq Rifqi Shafira Azkia Syawaliyah Shilvia Angelina Fitriani Siddiq, Andhika Mochamad Sihaloho, Monika Sinamo, Alexander Patrick Siswahyudianto Siti Nur Haliza Oktavia Siti Nurjannah Siti Sarah, Siti Solehudin Sujatmika, Dendi Sumawidjaya, Riyandi Nur Syahputra, Fadli Angga Reza Syamsul Bachri Syarif, Devyanthi Tawaqal, Rizki Surya Trijaya, Teguh Ulfa, Nabila Utami, Latifa Alda Vira Rohmania Oktaviani Waffa Karimah Azzahra Wais Alqorni, Muhammad Zaki Widyastuti Nurmalia Utami Wulan Wulandari Gunawan Yanda Ihza Rizky Yesi Safitri Yoyo Sudaryo Yoyo Sudaryo Yudi Wahyudi Yulia Putri, Shofa