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All Journal SOSIOHUMANIORA: Jurnal Ilmiah Ilmu Sosial dan Humaniora Humantech : Jurnal Ilmiah Multidisiplin Indonesia Branding: Jurnal Manajemen & Bisnis
Reni Sara Indrawati
Universitas Pelita Harapan
Religion Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health

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Journal : Branding: Jurnal Manajemen

 1 
UNRAVELING BRAND EQUITY: STRATEGIES TO IMPROVE CONSUMER PURCHASE DECISION Tekat Sukomardojo; Frasto Biyanto; Reni Sara Indrawati; Khotimatul Barki; Syamsuddin Syamsuddin
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.28966

Abstract

Marketing strategy is an important element in the business world. One of the objectives of the marketing strategy is to increase consumer buying decisions. This can be done by utilizing the equity of a brand. This research will aim to look at how to increase consumer purchasing decisions by using brand equity. This type of research is descriptive qualitative research. The data used in this study comes from various research results and previous studies which still have relevance to the content of the research. The results of this study then found that brand equity cannot be ignored as a driver of consumer purchasing decisions. There are several strategies to increase brand equity. This can be done by conducting marketing campaigns to increase brand awareness, by collaborating with artists or influencers. By using these various strategies, consumer purchasing decisions can be significantly improved.
SUSTAINABLE BRANDING REVOLUTION: BUILDING AN ENVIRONMENTALLY CONSCIOUS BRAND AND INFLUENCING CONSUMER CHOICES Farida Akbarina; Denpharanto Agung Krisprimandoyo; Reni Sara Indrawati; Muh Tabran; Iman Ahmad Gymnastiar
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.29106

Abstract

Sustainable branding is a socially and environmentally responsible approach for companies in the modern era. This research aims to analyze the role of sustainable branding in building a positive brand reputation and influencing purchasing decisions. The research method employs a literature review to integrate knowledge from various relevant sources. The discussion's outcomes indicate that consumer awareness of environmental issues is increasing, driving the demand for sustainable products. Sustainable branding strategies aid in establishing a favorable brand image among environmentally conscious consumers. Despite implementation challenges, innovation and ethics emerge as key factors to overcome these hurdles. In conclusion, sustainable branding plays a crucial role in cultivating a positive brand reputation and influencing purchasing decisions. Companies need to adapt to consumer trends and environmental concerns to achieve long-term success and amplify positive impacts on society and the environment.
LEVERAGING SOCIAL-MEDIA: BUILDING EXCEPTIONAL BRAND IMAGE AND BRAND AWARENESS Mashudi Mashudi; Endang Fatmawati; R. Ayu Erni Jusnita; Iman Ahmad Gymnastiar; Reni Sara Indrawati
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.29117

Abstract

Penelitian ini bertujuan menyoroti signifikansi penggunaan media sosial sebagai alat dalam membangun citra merek yang kuat dan meningkatkan Kesadaran Merek. Metode literatur review digunakan secara sistematis untuk mengumpulkan, mengevaluasi, dan menyintesis temuan-temuan relevan dari berbagai sumber yang membahas pemanfaatan media sosial dalam konteks citra merek dan kesadaran merek. Hasil penelitian menjelaskan bahwa keterlibatan konten yang efektif menjadi komponen kunci dalam membangun hubungan yang kuat antara pelanggan dan merek melalui media sosial. Melalui media sosial, merek dapat memperkuat identitasnya dan membentuk hubungan emosional dengan pelanggan melalui konten yang kreatif. Pemanfaatan platform media sosial juga memungkinkan kolaborasi dengan influencer serta berbagi konten menarik, yang pada akhirnya meningkatkan kesadaran merek. hasil literatur review menekankan pentingnya citra merek yang konsisten, konten menarik, dan interaksi aktif dengan pelanggan untuk membangun kesadaran merek yang kuat dalam era digital. Merek dapat mencapai "Kesadaran Merek" dan menjalin hubungan dengan pelanggan dengan menggunakan strategi media sosial yang tepat.
Co-Authors Denpharanto Agung Krisprimandoyo Edo Rinaldo Endang Fatmawati Farida Akbarina Frasto Biyanto Herman Purba Iman Ahmad Gymnastiar Irwansyah, Irwansyah Khotimatul Barki Mashudi Mashudi Muh Tabran Parani, Rizaldi R. Ayu Erni Jusnita Syamsuddin Syamsuddin Tekat Sukomardojo