Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Journal of Artificial Intelligence Research
Kalawat Lengkongb, Victor Paska Kalawat
Unknown Affiliation
Computer Science & IT Electrical & Electronics Engineering

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Model Development of Positioning Strategy, Trust, Brand Image, Towards Purchase Intention in Virgin Coconut Oil Products MSMEs Mandey, Silvya L; Kalawat Lengkongb, Victor Paska Kalawat; Nelwan, Olivia; Masinambow, Vecky A.J.; Tulung, Joy Elly; Mandey, Lucia Cecilia
International Journal of Artificial Intelligence Research Vol 6, No 1.1 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.1.707

Abstract

The research aims to improve strategy, namely the act of designing in product offerings to consumers which include positioning strategies, Trust, Brand Image, towards purchase intentions in MSMEs of Virgin Coconut Oil products in North Minahasa. The population is small and medium enterprises for Virgin Coconut Oil (VCO) products in North Minahasa Regency. The implementation of this research obtained a theory that functions to explain, predict, and control a phenomenon, especially those related to the development of positioning, trust, brand, image strategies for purchase intentions in VCO product SMEs in North Minahasa Regency. The sample size in this study is 100 respondents. The variables in this study consist of positioning strategy indicators (X1), namely good performance, benefits, suitability, excellence, Trust (X2), namely the perception of trust in MSME virgin coconut oil products with indicators of reliability, credibility and benevolence, so for variable X3 ( Brand Image) namely recognition, reputation, affinity, loyalty. The purchase intention variable (Y) is design, patience, search. The results of research on marketing strategy and consumer behavior obtain a strategy model of positioning, trust and brand image that can be applied to MSMEs in the form of the Level of Technology Readiness for the community, especially the workforce in North Minahasa Regency..
Co-Authors Joy Elly Tulung Lucia Cecilia Mandey Masinambow, Vecky A.J. Olivia Nelwan Silvya L Mandey, Silvya L