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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) International Journal of Community Service (IJCS) Management Studies and Business Journal
Kandou, Jenny Emma Agustin
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STRATEGIC DEVELOPMENT OF PRICING, BRAND EQUITY, AND PRODUCT QUALITY IN DRIVING CONSUMER PURCHASE DECISIONS: EMPIRICS FROM VIRGIN COCONUT OIL MSMES IN NORTH MINAHASA, INDONESIA Mandey, Silvya Lefina; Lengkong, Victor Paskah Kalawat; Kandou, Jenny Emma Agustin
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 12 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/8578j514

Abstract

Virgin Coconut Oil (VCO) is increasingly valued for its nutritional and therapeutic properties, offering a strategic opportunity for micro, small, and medium enterprises (MSMEs) in North Sulawesi, Indonesia. Yet, limited standardization, weak branding, and inconsistent pricing hinder competitiveness. This study analyzes how pricing strategy, brand equity, and product quality individually and jointly influence consumer purchase decisions for VCO products in North Minahasa Regency. Using a quantitative, associative-causal design, data were collected from 100 consumers selected through purposive sampling. Multiple linear regression reveals that product quality exerts a positive and significant influence on purchase decisions (p < 0.05), whereas pricing strategy and brand equity show no significant individual effects. Nevertheless, all three variables together significantly affect purchase behavior (F = 6.166, p = 0.001), explaining 16.2 percent of total variance. The findings underscore that consumers prioritize functional attributes; purity, clarity, and durability over price or brand cues. Policy-wise, the study recommends value-based pricing, consistent quality control, and long-term brand building to strengthen MSME competitiveness in Indonesia’s coconut industry.
PRODUCT STRATEGY, BRAND EQUITY, AND SERVICE QUALITY EFFECTS ON PURCHASE INTENTION AMONG LINOW LAKE TOURISTS Mandey, Silvya Lefina; Lengkong, Victor Paskah Kalawat; Kandou, Jenny Emma Agustin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 10 (2025): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18639749

Abstract

This study examines a model of how product strategy, brand equity, and service quality influence purchase intention among tourists visiting Linow Lake, Tomohon City, North Sulawesi, Indonesia. Using a causal associative design, data were collected online via a structured questionnaire (Google Form) from 100 respondents selected through purposive non-probability sampling. Product strategy was measured through product variety, quality, design, features, packaging, size, and return; brand equity through brand awareness, perceived quality, brand association, and brand loyalty; and service quality through reliability, responsiveness, assurance, empathy, and tangibles. Purchase intention was assessed through indicators related to planned purchase/visit intention, patience/willingness, and information search. All measurement items were valid (r-count > r-table) and reliable (Cronbach’s alpha > 0.6). Classical assumption tests indicated normal residual distribution, no multicollinearity (VIF < 10; tolerance > 0.10), and no heteroscedasticity. Multiple linear regression results show that product strategy and brand equity have positive and significant effects on purchase intention, while service quality is not statistically significant in the regression model. Simultaneously, the three predictors significantly explain purchase intention. The findings highlight the importance of strengthening tourism product attributes and brand equity to enhance tourists’ purchase intention toward Linow Lake as a destination.
A Development Model Of Promotional Strategy, Brand Equity, And Product Innovation Influencing Purchase Intention: A Case Study Of Nata De Coco MSMEs In North Minahasa Regency, Indonesia Mandey, Silvya Lefina; Lengkong, Victor Paskah Kalawat; Kandou, Jenny Emma Agustin
International Journal of Community Service (IJCS) Vol. 5 No. 1 (2026): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijcs.v5i1.1829

Abstract

Research on promotional strategies, brand equity, product innovation, and purchase intention in marketing is a crucial area of study. This research aims to enhance marketing strategies, particularly for MSMEs producing nata de coco in North Minahasa Regency, in supporting and improving their business processes. The study utilizes a sample drawn from the population. Given the large size of the population and the impracticality of studying the entire group, a sample size of 100 respondents was selected, meeting the minimum requirements for sampling. This research employs a causal associative approach to analyze the relationships among variables, both simultaneously and partially. The variables examined in this study include: promotional strategy (X1), measured through indicators such as promotional messages, promotional media, and timing (Kotler & Keller, 2016); brand equity (X2), measured by brand awareness, perceived quality, brand association, and brand loyalty; and product innovation (X3), with indicators including transactional interest, referential interest, preferential interest, and exploratory interest. The results of the study indicate that promotional strategies, brand equity, and product innovation have both partial and simultaneous (combined) effects on the purchase intention of nata de coco MSME products in North Minahasa Regency.
Co-Authors Lengkong, Victor Paskah Kalawat Mandey, Silvya Lefina