<p>Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Inovasi Produk dan Promosi Pemasaran terhadap Citra Merek. Objek penelitian ini adalah konsumen IKEA di Alam Sutra - Tangerang. Penelitian ini dilakukan pada 100 responden dengan menggunakan teknik convenience sampling dan menggunakan program SPSS 22.00 sebagai alat pengolahan data. Hasil penelitian ini menunjukkan bahwa secara simultan variabel Kualitas Produk, Inovasi Produk, dan Promosi Pemasaran memengaruhi Citra Merek IKEA di Alam Sutra - Tangerang. Ini telah dibuktikan dari hasil uji simultan (F). Namun hasil (t) uji parsial menunjukkan titik signifikan pada salah satu dari tiga variabel independen yang mendukung hipotesis. Oleh karena itu, asumsi yang diterima adalah, hanya ada pengaruh antara Inovasi Produk dengan Citra Merek IKEA di Alam Sutra – Tangerang</p><p><strong>Kata kunci</strong>: Kualitas Produk, Inovasi Produk, Promosi dan Pemasaran, Citra Merek</p><p> </p><p><em>This research aimed to analyze the influence of Product Quality, Product Innovation and Marketing Promotion to Brand Image. The object of this research is consumer of IKEA in Alam Sutra - Tangerang. This research was done to 100 respondents by using convenience sampling technique and using the SPSS 22.00 program as a data processing. The result of this research shows that simultaneously, the variable of Product Quality, Product Innovation and Marketing Promotion influence the Brand Image of IKEA in Alam Sutra - Tangerang. It has been proven from the result of (F) simoultant test. However the result of (t) partial test shows significant point on one of three independent variables that supports the hipothesis. Therefore, the accepted assumption is, there is influence only between Product Innovation to Brand Image of IKEA in Alam Sutra – Tangerang</em><strong><em></em></strong></p><p><strong><em>Keywords: </em></strong><em> Product Quality, Product Innovation, Marketing Promotion, Brand Image<strong></strong></em></p>
Digital Wallet was a financial technology that was currently being used by people in Indonesia. However, the majority of users of this service were less loyal because they often use more than 1 application. In this study the authors analyzed the influence of product usability and cashback promotion factors on brand loyalty of digital wallet service users. The results of this study indicate that the product usability and cashback promotion factors have a significant positive effect on brand loyalty of digital wallet service users both simultaneously and partially. This proves that these two factors are determinants of how loyal the community is to a brand of digital wallet services.
This research was conducted to find effective strategies that influence decisions on using digital wallets on e-marketplaces. In this case, the authors compare the influence of the promotion mix factor carried out by the Tokopedia and Shopee marketplaces to see which promotional strategies are effective for driving decisions on using digital wallets. This research was conducted by using statistical testing methods on the data from the questionnaire collected from 155 respondents. As a result, it was found that both Tokopedia and Shopee both had a promotion mix that had a significant effect on the use of digital wallet services. It's just that when compared, Shopee's promotion mix is more effective than Tokopedia’s because they excel in two aspects, namely sales promotion and direct marketing. Meanwhile, Tokopedia only excels in the advertising aspect. Keywords: decision of use, digital wallet, e-marketplace, financial technology, promotion mix.
The outbreak of cases of illegal online loans and violations of user data privacy have caused digital credit applications to not be recommended as a top priority to meet people's financial needs. On the other hand, the trend shows that digital credit application users tend to continue to increase over time. Therefore, the author initiated this study which aims to see the effect of public awareness on security (X Variable = Security Awareness) on their interest in using online loan applications (Y Variable = Customer Interest). The research was conducted using statistical testing methods with questionnaire-based data collection. The method used is by testing the validity and reliability, then ends with testing the hypothesis. This study succeeded in collecting data from 128 respondents and after processing and analyzing the data, it was obtained that security awareness had a significant positive effect. The findings of this study indicate that the factor of public awareness of security drives their desire to use digital credit applications.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.