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All Journal Indonesian Journal of Business Analytics (IJBA) Jurnal Publikasi Ilmu Manajemen
Mohammad Adhyaksa Auliya’ul Hakim
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Implementasi Digital Marketing Terhadap Citra Merek Nike Mohammad Adhyaksa Auliya’ul Hakim; Reza Ingatenta Sembiring; Nasrul Ikhwan; Catharina Aprilia Hellyani
Jurnal Publikasi Ilmu Manajemen Vol. 2 No. 3 (2023): September: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v2i3.2052

Abstract

In this increasingly modern era, many companies prioritize the company's brand image so that the company they own becomes the best company in the eyes of consumers, due to the many competitors and increasingly advanced technology, many companies are doing various ways to be able to build a brand image that can stick in their hearts. consumer. The purpose of this study was to analyze the effect of implementing digital marketing on Nike's corporate image The research method used is Descriptive Research, which is a research method aimed at describing existing phenomena that are currently taking place. Descriptive research aims to make a systematic, factual and accurate description of the facts and characteristics of a particular research object. The main purpose of implementing a digital marketing strategy is to establish communication between manufacturers and customers, and build a more specific corporate image to communicate the brand to build trust and brand loyalty among customers.
The Influence of Brand Awareness, Brand Image, and Brand Trust on Purchase Intention of Excelso Coffee in Malang City Mohammad Adhyaksa Auliya’ul Hakim; Peter Remy Yosy Pasla
Indonesian Journal of Business Analytics Vol. 4 No. 4 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i4.11086

Abstract

Considering how fiercely competitive the coffee and cafe industries are, it is critical for businesses to use effective strategies to increase consumer intent to purchase. One of the largest coffee brands in Indonesia is Excelso Coffee. The purpose of this study is to determine how consumer intentions to buy Excelso Coffee in Malang City are influenced by brand awareness, brand image, and brand trust. This research employs a quantitative approach using a questionnaire disseminated via Google Forms. The 100 respondents in the sample are analyzed using the SPSS program. Conventional assumption tests such the linearity, homoscedasticity, non-multicollinearity, and normality tests were employed in this investigation. The outcomes of the traditional assumption tests show that the variables of brand awareness, brand image, and brand trust all have a positive simultaneous influence on Excelso Coffee's desire to purchase.
Co-Authors Catharina Aprilia Hellyani Nasrul Ikhwan Peter Remy Yosy Pasla Reza Ingatenta Sembiring