THE INFLUENCE OF ADVERTISING AND BRAND REPUTATION ON BRAND IMAGE AND ITS IMPLICATIONS ON HANBODY MARINA PURCHASE DECISIONS (AT THE NUSANTARA SHOP, TEBING TINGGI)
Main Article Content
Indriani Nainggolan
Putri Ramadhani
Fitrianingsih
Imelda Mardayanti
This study analyzes the influence of advertising and brand reputation on brand image and its implications on Hanbody Marina purchasing decisions. (at the Nusantara Tebing Tinggi store). Using a quantitative method with a sample of 96 respondents using the Cochran formula, data were collected through questionnaires and analyzed with SMART PLS 3.0. The results showed that advertising had a significant effect on the brand image of Marina handbody products at the Nusantara Tebing Tinggi Store. Brand reputation has a significant influence on the brand image of Marina handbody products at Toko Nusantara Tebing Tinggi. Advertisements do not influence the purchasing decision for Marina handbody products at the Nusantara Tebing Tinggi Store. Brand reputation has a significant influence on purchasing decisions for Marina handbody products at Toko Nusantara Tebing Tinggi. Brand image has a significant influence on purchasing decisions for Marina handbody products at the Nusantara Tebing Tinggi Store. Advertisement influences the purchasing decision of Marina handbody products through brand image as an intervening variable at Toko Nusantara Tebing Tinggi. Brand reputation influences the purchasing decision of Marina handbody products through brand image as an intervening variable at Toko Nusantara Tebing Tinggi.
Aprillia, Wulanda Fatih, and Yoestini Yoestini. 2024. “The Influence of Brand Ambassador, Brand Awareness, and Product Quality on Purchasing Decisions for Scarlett Whitening Skincare Products with Brand Image as an Intervening Variable (Case Study of Scarlett Product Users in Semarang).” Diponegoro Journal of Management 13(5).
Arianty, Nel, and Ari Andira. 2021. “The Influence of Brand Image and Brand Awareness on Purchasing Decisions.” Maneggio: Scientific Journal of Master of Management 4(1): 39–50.
Firdaus, Ahmad Yusuf Abdi, and Lingga Yuliana. 2024. “The Influence of Brand Reputation and Brand Awareness on Purchasing Decisions of NU Berkah Drinking Water Products.” Mutiara: Journal of Research and Scientific Work 2(6): 84–98.
Firmansyah, Anang. 2020. “Marketing Communication.” Pasuruan: Qiara Media 3.
Irwansyah, Rudy et al. 2021. “Consumer Behavior.”
Kabanga, Margaretha Sartien, and Yefta Sanam. 2022. “The Influence of Food Quality and Brand Image on Purchasing Decisions (A Study at Suka Ramai Restaurant, Kupang).” 2022(14): 273–80.
Kotler, and Keller. 2016. A Framework for Marketing Management . Pearson Boston, MA.
Kotler, Philip, and Gary Armstrong. 2016. “Principles of Marketing Sixteenth Edition.”
Kotler, Philip, and Kevin Lane Keller. 2017. "Marketing Management (12th Edition. Volume 1) Indonesia." Pt Macanan Jaya Cemerlang: Pt Index .
Maharani, Riris Arienda, and Nur Achmad. 2024. “The Influence of Brand Ambassador and Brand Image on Purchasing Decisions of Bening's Skincare Products with Trustworthiness as an Intervening Variable.” Jesya (Journal of Economics and Sharia Economics) 7(1): 1037–52.
Nurhalim, Andres Dharma. 2020. “The Influence of Gojek Brand Image on Consumer Loyalty (Case Study of the Effect of Covid-19 on Consumers in Karawaci Tegal Baru Tangerang).” Journal of Management Development 9(1): 17–29.
Pertiwi, Elma Sintya Sendi, and Ari Pradhanawati. 2020. “The Influence of Product Quality and Advertising on Purchasing Decisions of Wardah Cosmetics Through Brand Image as an Intervening Variable (Study on Active Undergraduate Students of Faculty of Social and Political Sciences, Diponegoro University).” Journal of Business Administration 9(1): 288–97.
Pratama, Arga Naafi, and Kristina Anindita Hayuningtias. 2022. “The Influence of Advertising, Brand Image, and Product Quality on Purchasing Decisions of Honda Scoopy Motorcycles.” Mirai Management Journal 7(1): 425–36.
Putri, Lucianne Dian Rahayu, and Selviana Selviana. 2023. “The Relationship Between Product Quality and Brand Image with Purchasing Decisions of Shopee Users in Jabodetabek.” Innovative Creative Psychology 3(1): 22–29.
Rosanti, Novita, and Karta Negara Greetings. 2021. “The Effects of Brand Image and Product Quality on Purchase Decisions.” Quantitative Economics and Management Studies 2(6): 365–75.
Rust, Roland T et al. 2021. “Real-Time Brand Reputation Tracking Using Social Media.” Journal of Marketing 85(4): 21–43.
Sanjiwani, Ni Made Gandhi, and Delfiana Da Costa. 2024. “Managing Hotel Online Reputation Through Digital Platforms to Improve Brand Image: Best Practice Alila Villas Uluwatu Bali.” Nawasena: Journal of Tourism Science 3(2): 150–60.
Santoso, Rudi, Achmad Yanu Alif Fianto, and Martinus Sony Erstiawan. 2023. “Digital Marketing and Brand Image on Purchase Intention of Pure Milk Products.” Nusantara Journal of Business Management Applications 8(1): 1–14.
Savitri, Julia Dita, and Dimas Wibisono. 2022. “Analysis of Advertising on Social Media and Word of Mouth Communication on Brand Image.” Journal of Perspective 20(2): 137–41.
Simangunsong, Elisabeth, and Darna Sitanggang. 2023. “The Influence of Brand Trust on Oppo Mobile Phone Purchasing Decisions: (Case Study: Management Study Program Students, Faculty of Economics, Santo Thomas Catholic University, Medan).” Journal of Management and Business : 122–39.
Sinaga, Eka Mayastika, Fitrianingsih Fitrianingsih, and Indah Lestari. 2023. “The Influence of Brand Image and Halal Label on Purchasing Decisions of Wardah Lipstick Products with Consumer Trust as an Intervening Variable (Case Study on Female Students of STIE Bina Karya Tebing Tinggi).” Scientific Journal of Edunomika 7(1).
Sugiharto, Nur Aziz, Nadiya Nurhayati, and Farid Madani. 2021. “The Influence of Reputation and Online Customer Reviews on the Consumer Purchasing Decision Process (Tokopedia Visitor Survey).” Pro Mark 11(2).
Suroto, Suroto. 2022. “The Influence of Brand Reputation, Product Quality on Purchasing Decisions Through Customer Value as an Intervening Variable (Study on Teh Botol Sosro Customers in Kudus City).”
