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All Journal Jurnal Ekonomi Jurnal Ekonomi, Manajemen, Akuntansi
Priska Basariana Panggabean
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Economics, Econometrics & Finance Social Sciences

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The Effect of A Product’s Branding on Consumer Behavior: Nivea Erika Felicia; Margaret William Ramli; Celline Lau; Sabrina Jolyn Sukandi; Priska Basariana Panggabean
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 4: Mei 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i4.3411

Abstract

This analysis focuses on the effects of a product’s branding on consumers’ behaviors. To emphasize the discussion of the branding aspect of this analysis, the subject chosen for this research is NIVEA. The subject of focus on this report is especially on how NIVEA’s branding of the company itself alongside their products influences the behavior of the public, potential consumers and already loyal product users.
Determinants Of Consumption Credit In North Sumatera Priska Basariana Panggabean; Sitompul, Thomson
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

The purpose of this study was to examine the impact of interest rates and inflation on the demand for consumer loans at commercial banks in North Sumatra and provide a comprehensive understanding of how these economic variables affect consumer borrowing behavior. The data for this research is limited to the years 2015-2022, with observations taken quarterly (Quarter 1, Quarter 2, Quarter 3, and Quarter 4). The unit of analysis is the region of North Sumatera, resulting in a total of 32 samples.The regression model developed in this study reveals that interest rates have a negative impact on the demand for consumer credit in North Sumatera. Specifically, as interest rates increase, the cost of borrowing rises, leading to a decrease in consumer credit demand. Furthermore, the study finds that inflation also negatively influences the demand for consumer credit. An increase in inflation erodes the purchasing power of consumers, which in turn reduces their ability to take on additional debt.By understanding these relationships, the research provides valuable insights for policymakers and financial institutions. It highlights the importance of monitoring and managing interest rates and inflation to maintain a stable demand for consumer credit, which is crucial for the overall economic health of North Sumatera.
Co-Authors Celline Lau Erika Felicia Margaret William Ramli Sabrina Jolyn Sukandi Sitompul, Thomson