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All Journal International Journal of Advanced Multidisciplinary Greenation International Journal of Law and Social Sciences
Azis, Dadan Abdul
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Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Marketing Mix Analysis on Brand Image and its Impact on Running Shoe Purchase Decisions in E-Commerce Ishar, Muhammad; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Azis, Dadan Abdul; Dayona, Gurawan; Sumawidjaya, Riyadi Nur; Alfarisi, Ade Salman; Sakti, Anggono Raras Tirto
International Journal of Advanced Multidisciplinary Vol. 4 No. 4 (2026): International Journal of Advanced Multidisciplinary (January - March 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v4i4.1882

Abstract

This study aims to analyze the influence of the Marketing Mix on Brand Image and its impact on Purchasing Decisions for running shoes on e-commerce platforms. The rapid development of digital commerce has changed consumer behavior in selecting and purchasing products, making marketing strategy, brand perception, and online purchasing decisions crucial aspects for business competitiveness. This research adopts a quantitative approach with descriptive and verificative methods to examine the relationships among the variables of Marketing Mix, Brand Image, and Purchasing Decisions. The results indicate that the implementation of the Marketing Mix, covering Product, Price, Place, and Promotion, is in the good category with an average score of 3.66, reflecting effective marketing strategy execution. Brand Image, measured through Reputation, Recognition, Affinity, and Loyalty, is also in the good category with an average score of 3.57, indicating positive consumer perception of the brand. Similarly, Purchasing Decisions, including product selection, e-commerce selection, and repeat purchases, are in the good category with an average score of 3.40. Furthermore, statistical analysis reveals that the Marketing Mix has a positive and significant effect on Brand Image and Purchasing Decisions, while Brand Image also significantly influences Purchasing Decisions. Additionally, the Marketing Mix simultaneously exerts a significant effect on both Brand Image and Purchasing Decisions, demonstrating the strategic role of integrated marketing strategies in enhancing consumer behavior in the e-commerce context.
Analysis of E-Service Quality on Customer Satisfaction Impact on Banking Image Sofyan, Hadiyan Nur; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Azis, Dadan Abdul; Dayon, Gurawan; Sumawidjaya, Riyadi Nur; Alfarisi, Ade Salman; Sakti, Anggono Raras Tirto
Greenation International Journal of Law and Social Sciences Vol. 3 No. 4 (2025): (GIJLSS) Greenation International Journal of Law and Social Sciences (December
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijlss.v3i4.723

Abstract

This study aims to analyze the influence of E-Service Quality on customer satisfaction and its impact on banking image. The research methods used are descriptive and verification methods. The descriptive method is used to describe the condition of E-Service Quality, customer satisfaction, and banking image at the time of the study, while the verification method is used to test the relationship and influence between the variables studied. E-Service Quality is measured through the dimensions of efficiency, responsiveness, compensation, and contact, while customer satisfaction is measured based on expectation and perception. The population in this study were 487 customers using electronic banking services. The sampling technique used simple random sampling, so that each member of the population has an equal opportunity to be selected as a respondent. The results show that banking E-Service Quality is in the good category, customers are satisfied with the services provided, and the banking image is assessed positively. Statistically, E-Service Quality has a significant effect on customer satisfaction with a direct effect of 67.7%. In addition, E-Service Quality also has a significant effect on banking image by 9.4%. Customer satisfaction has a significant effect on banking image with a contribution of 50.8%. Simultaneously, e-service quality has a strong impact on customer satisfaction, with an influence of 83.2%. This finding underscores the importance of improving e-service quality in building customer satisfaction and banking image.
Co-Authors Alfarisi, Ade Salman Anggono Raras Tirto Sakti Dayon, Gurawan Dayona, Gurawan Muhammad Ishar, Muhammad Mukti Ali, Mochammad Nunung Ayu Sofiati (Efi) Sofyan, Hadiyan Nur Sumawidjaya, Riyadi Nur