Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Research of Business and Management Entrepreneurship and Community Development Marketing and Business Strategy
Rini Hidayati
Faculty of Economics and Business, YARSI University, Jakarta
Economics, Econometrics & Finance

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From Image to Action: How Brand Image and Product Quality Shape Purchase Decisions through Brand Trust Afifah Nur Faizah; Rini Hidayati; Amin Mansur
Marketing and Business Strategy Vol. 3 No. 1 (2025): NOVEMBER 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i1.353

Abstract

This study examines the effect of brand image and product quality on purchasing decisions, with brand trust as an intervening variable. The population consists of consumers who have purchased and used Buttonscarves hijabs in Central Jakarta, with a sample of 115 respondents selected through purposive sampling. Using a quantitative method, data were collected via questionnaires and analyzed with SPSS and PLS-SEM. The results show that brand image and product quality both have positive and significant effects on purchasing decisions. Brand image and product quality also positively and significantly influence brand trust. Furthermore, brand trust has a positive and significant effect on purchasing decisions. However, brand trust does not mediate the relationship between brand image and purchasing decisions but does mediate the effect of product quality on purchasing decisions. The managerial implication suggests that management should collaborate with marketing professionals to strengthen brand image, build consumer trust, and maintain consistent communication regarding product quality standards across all organizational levels.
How Digital Marketing and Brand Awareness Drive Online Purchasing: The Impact of Price Perception and Product Quality in Jakarta Resti Pratama; Rini Hidayati
Research of Business and Management Vol. 4 No. 1 (2026): FEBRUARY, 2026
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/rbm.v4i1.401

Abstract

This study examines the influence of digital marketing, product quality, brand awareness, and price perception on online purchasing decisions for Kanky shoes. The population comprised consumers of Kanky shoes in Jakarta, excluding the Seribu Islands. The sample included respondents who had purchased and used Kanky shoes, actively used social media, were at least 17 years old, and resided in Jakarta (excluding the Seribu Islands). A quantitative research method was employed, with data collected through questionnaires using purposive sampling. Data were analyzed using SPSS and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that digital marketing, brand awareness, and price perception have positive and significant effects on purchasing decisions. In contrast, product quality does not significantly influence purchasing decisions. Managerially, the results suggest that companies should maximize digital platforms to deliver targeted messages and strengthen brand awareness among broader audiences. Although product quality was not a significant predictor, maintaining high quality remains essential for building consumer trust and meeting market expectations through continuous innovation.
Empowering Housewives through Pipe-Cleaner Flower Craft Training: Strengthening Creative Entrepreneurship and Household Economic Resilience Rini Hidayati; Nida Nadya Hasan; Elmanizar Elmanizar; Diyah Nur Anggraini
Entrepreneurship and Community Development Vol. 4 No. 1 (2026): MAY 2026
Publisher : Santoso Academy Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/ecd.v4i1.604

Abstract

This community service program aimed to empower homemakers in the Pamulang Indah Complex through wire flower-making training integrated with basic entrepreneurship education. The program was initiated in response to the limited technical skills and entrepreneurial literacy among women, despite their potential contribution to supporting household income. The implementation employed a participatory, applied approach comprising preliminary surveys, planning, pre-tests, entrepreneurship counseling, hands-on training sessions, and post-test evaluations. A total of 60 housewives participated in the activity. The evaluation results demonstrated noticeable improvements in participants' understanding of entrepreneurship, development of creativity, and technical skills in producing wire-flower handicrafts. Participants also showed greater self-confidence and enthusiasm in exploring home-based business opportunities after completing the training. Furthermore, they were able to create aesthetically valuable products with market potential independently. The program strengthened household economic resilience, encouraged women's empowerment, and supported the growth of community-based creative economic activities. From a managerial perspective, the findings emphasize the importance of continuous mentoring, product innovation, packaging enhancement, and digital marketing support to ensure the sustainability, competitiveness, and long-term development of small-scale creative businesses within the community.
Co-Authors Afifah Nur Faizah Amin Mansur Diyah Nur Anggraini Elmanizar Elmanizar Nida Nadya Hasan Resti Pratama