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All Journal Jurnal Manajemen dan Ekonomi Kreatif
Lidia Mutiara Hutasoit
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Decision Sciences, Operations Research & Management

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Dampak Brand Positioning Terhadap Persepsi Konsumen Dan Niat Membeli di Toko Kijora Lemang Batok Christian Putra Tarigan; Jois Simarmata; Lidia Mutiara Hutasoit; Lenti Susana Saragih
Jurnal Manajemen dan Ekonomi Kreatif Vol. 2 No. 1 (2024): Januari : Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v2i1.290

Abstract

This research aims to evaluate the impact of brand positioning strategies on consumer perceptions and purchase intentions in the Lemang Batok store context. The Lemang Batok store is considered as a research object to understand how brand positioning can influence consumer perceptions and their desire to purchase this unique product. Mixed methods were used to combine survey and interview data to gain a holistic understanding.
Co-Authors Christian Putra Tarigan Jois Simarmata Lenti Susana Saragih