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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Mantik Jurnal Pengabdian Al-Ikhlas Jurnal Ilmiah Edunomika (JIE) Journal of Management - Small and Medium Enterprises (SME's) Journal of Economics and Business UBS International Journal of Business, Economics, and Social Development Devotion: Journal of Research and Community Service Journal Of World Science INJURITY: Journal of Interdisciplinary Studies IIJSE Journal of Education Sciences (Edusci)
Curatman, Aang
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : Jurnal Ilmiah Edunomika (JIE)

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PENGARUH STRATEGI PEMASARAN DAN KUALITAS PRODUK TERHADAP CITRA MEREK SERTA IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN SABUN MANDI SHEVA (STUDI PADA KONSUMEN SABUN MANDI SHEVA DI KOPERASI YAMUGHNI BANDUNG) Budiyanto, Budiyanto; Curatman, Aang; Kartono, Kartono
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.14318

Abstract

This research aims to test and analyze the influence of marketing strategy variables and product quality on brand image and its implications on purchasing decisions for Sheva bath soap. This research uses primary data by distributing questionnaires via goggle form to Sheva bath soap consumers at the Yamughni Bandung Cooperative with a total of 281 respondents. This research data analysis method uses partial least squares – structural equation modeling (PLS-SEM) with the SmartPLS 4.1 data processing application. The results of this research are that there is a positive and significant influence between marketing strategy and product quality on brand image. There is a positive and significant influence between marketing strategy and product quality on purchasing decisions. Brand image has an insignificant positive effect on purchasing decisions. There is an insignificant influence between marketing strategy and product quality on purchasing decisions through brand image.”
Co-Authors Adisaputra, Nurwakhid Antomi, Agus Ariani, Savitri Aulia, Ahmad Zaki Ayuningtyas, Farah Noor Bayu Wicaksono, Dimas Budiyanto Budiyanto Cahyadinata, Joseph Ferdinand Damayanti, Firda Alvi Edy Hartono Elin Herlina, Elin Hidayat, M Samsul Imaniar, Ghina Irfansyah, Putra Kartono, Kartono Khoerunnisa, Bentang Mardhotillah, Safira Hanief Meiza, M. Andra Mustofa Mustofa Pramudya, Nugraha Rahmadi Rahmadi Ramadhan, Rayhan Abi Ramdhansyah, Muhamad Rifky, Rifky Rivaldi Shadam, Muhammad Rosyid, Widiakikianti Salsabillah, Tazkiya Sayudin, Sayudin Styawati, Indri Wiradinata, Rochanda Wiraning Furi, Nurul Senja Zahra, Shakila