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All Journal Entrepreneurship and Community Development Marketing and Business Strategy
Mareta, Futri Zamnis
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Economics, Econometrics & Finance

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Decoding the Buyer’s Mind: The Role of Promotion and Brand Image in Purchase Decisions Mareta, Futri Zamnis; Razak, Ismail; Yuaniko, Yuaniko
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.440

Abstract

This study aims to analyze the extent to which promotion and brand image influence the purchasing decisions of Shopee customers in East Jakarta. Using a quantitative approach with survey methods and multiple linear regression analysis, the results of the study indicate that both promotion and brand image simultaneously and partially have a positive and significant effect on purchasing decisions. This finding means that attractive promotions such as discounts, cashback, and flash sales, as well as a strong and positive brand image can encourage consumers to make purchases. This study investigates how promotion and brand image influence purchasing decisions among Shopee customers in East Jakarta using a quantitative survey and regression analysis. Results show that brand image has a significant positive effect, while promotion does not significantly influence purchasing decisions when examined individually. The managerial implications of these findings are that Shopee management needs to continue to optimize promotional strategies creatively and consistently to maintain and increase customer loyalty. In addition, building and maintaining a positive brand image through service quality, platform appearance, and good interaction with consumers are important keys to strengthening competitiveness in the competitive e-commerce market.
Harnessing Heritage: Educating Communities on the Benefits of Traditional Spices in Bogor Regency Mareta, Futri Zamnis; Razak, Ismail; Yuaniko, Yuaniko
Entrepreneurship and Community Development Vol. 3 No. 1 (2025): MAY 2025
Publisher : Santoso Academy Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/ecd.v3i1.441

Abstract

The use of herbal plants as medicine is one of the efforts to improve public health. The purpose of this community service is to provide counseling on traditional medicinal plants based on local wisdom to the community in Babakanraden Village, Bogor Regency. This counseling is expected to be able to identify the types of medicinal plants, especially those that are widely available in the Babakanraden Village environment. Counseling participants received material exposure through written and picture media about the types of traditional medicinal plants and several traditional medicinal concoctions. Based on the pre-test and post-test scores of the participants, there was a difference in scores of 19%. These results indicate that the participants' knowledge increased after being given counseling. In the future, the people of Babakanraden Village, Bogor Regency, can apply knowledge about traditional medicine, especially that based on local wisdom, as an effort to be independent in preventing disease. The managerial implications of this counseling activity show the importance of the active role of village stakeholders, especially local government officials and public health institutions, in designing and implementing local wisdom-based education programs in a sustainable manner.
Co-Authors Razak, Ismail Yuaniko, Yuaniko