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All Journal Accounting Profession Journal (APAJI) Prapanca : Jurnal Abdimas
Revina A. Wilar
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Selangkah Lebih Maju Untuk Brand Awareness UMKM Pabissa Shoes Michelle Clarissa Pradana; Felysia Manggala; Derryl Tungadi; Revina A. Wilar; Fernando L. C; Marchel Rocky Holiwono; Carolina Novi Mustikarini
Prapanca : Jurnal Abdimas Vol. 4 No. 2 (2024): Prapanca : Jurnal Abdimas
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/prapanca.v4i2.654

Abstract

This paper is a community service journal conducted to fulfill final exam on UNC1008 EntrepreneurialVenture Innovation. This service program focused on developing UMKM Pabissa Shoes’ brandawareness. Starting from the income decrease, problem was founded, that UMKM Pabissa Shoes shouldintroduce brand awareness to larger society. To overcome this problem, using artificial intelligence tomake often creative content calendar idea, poster innovation, neon box design. Creative content calendaris beneficial for a constant uploading schedule. Moreover, poster innovation will be distributed in publicplaces. Then, neon box design is to renew the outside looks of the shop. To conclude, brand awarenessis the main key of business.
The Influence of Brand Awareness, Brand Image, Product Quality, and Price on Purchasing Decisions on Eucalyptus Oil Products UD. Rejeki Jaya Revina A. Wilar; Aileen Chandra; Christianna Purnamasari; Monalisa
Accounting Profession Journal (APAJI) Vol. 7 No. 2 (2025): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35593/apaji.v7i2.292

Abstract

This research investigates the influence of brand awareness, brand image, product quality, and price on consumer purchasing decisions in the context of UD. Rejeki Jaya, a traditional medicine MSME that specializes in eucalyptus oil. A quantitative approach was used, with primary data collected from 53 respondents through a structured questionnaire. Data were analyzed using descriptive statistics, correlation, and regression analysis to identify relationships and test hypotheses. The data analysis technique was carried out using the Partial Least Square - Structural Equation Modeling (PLS-SEM) approach using WarpPLS version 6.0 software, to identify the significant influence of each variable. The research results show that brand awareness, brand image, product quality and price have a significant influence on purchasing decisions. This study contributes to existing knowledge by emphasizing the important role of brand awareness in MSMEs operating in niche markets. This study offers practical implications, including strategies for improving branding efforts, maintaining product quality, and optimizing prices to holistically meet consumer needs.
Co-Authors Aileen Chandra Carolina Novi Mustikarini Christianna Purnamasari Derryl Tungadi Felysia Manggala Fernando L. C Marchel Rocky Holiwono Michelle Clarissa Pradana Monalisa