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All Journal IMAGE Jurnal Mirai Management 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 Ilmu Sosial, Manajemen, Akuntansi dan Bisnis Airlangga Journal of Innovation Management 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) Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis Journal of Artificial Intelligence and Digital Business Journal of Business and Management Inaba Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
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 Agri Regiansa Akbar, Ridho Riadi Andre Suryaningprang Anjani, Deliana Septi Aprilliani, Pritta Arie Hendra Saputro Bernadus, Benny Cahyani, Putri Regita Cecep Saepul Rohman Cecep Saepul Rohman Chandra Jaya, Rama Dalfa Septi Miami Dayan Hakim Natigor Dayona Ismail, Gurawan Dedi Gumilar Detya Wiryany Dinda Fitriya Nurazyka Erika Hartina Erna Herlinawati Fanji Wijaya Fauziah, Ninda Febriyanti, Karina Fina Fahrina Fahrunisa Fitri Julianti Gurawan Dayona Ismail Gustami, Alifia Dwi Hajar, Asri Shopiatul Handayani, Tias Ratna Helinawati, Erna Indri Theresa Sitohang Ismail, Gurawan Dayona Jajat sudrajat Jaya, Rama Chandra Karamang, Ezra Karimah Azzahra, Waffa Kleofas Sumaler Listri Herlina Muhamad Rizki Pratama Muhammad Bayu Mujahid, Habib Amir Mukti Ali, Mochammad Muttaqin, Ridlwan Nafisah, Zian Neng Rosmiati Niken Annisa Zulkarnaen Nunung Ayu Sofiati (Efi) Nur Solehah Nuradina, Kartika Nurul Fadli, Ahmad Mukhlis Nurwidyani, Sabrina Eka Oktapian, Elsa Palupi Permata Rahmi Pramitha, Adila Prasetiyo, Wildan Guretno Putri Ermawan, Amanda Putri, Dea Anisa Putri, Rizka Ardlia R. Rheina Amalina Iskandar Rama Chandra Jaya Ramadillah, Tsara Khalistha Ramdan, Ahmad Taufiq Maulana Recky, Recky Riadi, Ridho Rikko Oktaviano Baktiar Rima Nurul Afifah Rimayani, Rimayani Riyandi Nur Sumawidjaja Rizki Fathurrahman Septian saniyyah, seli Sari, Lita Adhitya Sastri, Prinska Damara Satrio Rahardi Sayyidinaa Zahra Ridha Pramitha Sihaloho, Monika Siti Nurjannah Siti Sarah, Siti Sofiati, Nunung Ayu Sujatmika, Dendi Sumawidjaya, Riyandi Nur Syahputra, Fadli Angga Reza Syamsul Bachri Syarif, Devyanthi Tawaqal, Rizki Surya Tjipto Sajekti Ulfa, Nabila Utami, Latifa Alda Waffa Karimah Azzahra Wais Alqorni, Muhammad Zaki Widyastuti Nurmalia Utami Wulan Wulandari Gunawan Yanda Ihza Rizky Yoyo Sudaryo Yulia Putri, Shofa