cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Novianita Rulandari
Contact Email
journal@idscipub.com
Phone
+6282115151339
Journal Mail Official
journal@idscipub.com
Editorial Address
Gondangdia Lama Building 25, RP. Soeroso Street No.25, Jakarta, Indonesia, 10330
Location
Kota adm. jakarta pusat,
Dki jakarta
INDONESIA
Commercium : Journal of Business and Management
Published by PT Penerbit Ilmiah Indonesia
ISSN : -     EISSN : 30319889     DOI : https://doi.org/10.61978/commercium
Core Subject : Science, Education,
Decision Sciences, Operations Research & Management Other
Commercium : Journal of Business and Management with ISSN Number 3031-9889 (Online) published by Indonesian Scientific Publication, published original scholarly papers across the whole spectrum of business and management. The journal attempts to assist in the understanding of the present and potential ability business and management insight.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis dan Menejemen Intetrnasional
Articles 12 Documents
 1   2 
Marketing Performance and Marketing Sustainability In Msmes In Pekanbaru City: Innovation Capability, Market Orientation And Branding Gatot Wijayanto; Jushermi Jushermi; Aida Nursanti; Arwinence Pramadewi; Arini Novandalina; Yutiandry Rivai
Commercium : Journal of Business and Management Vol. 2 No. 2 (2024): May
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v2i2.218

Abstract

In the dynamic setting of Pekanbaru City, this study explores the complex interactions among innovation capacity, market orientation, and branding, and their effects on marketing performance and sustainability in Micro, Small, and Medium-Sized Enterprises (MSMEs). Structural Equation Modeling (SEM-PLS 4) was utilized for investigation in a quantitative method with 215 respondents. The study reveals important positive correlations between marketing performance and innovation ability, market orientation and marketing sustainability, and marketing performance and sustainability enhanced by successful branding. Additionally, the synergistic relationship among branding, market orientation, and innovation affects marketing results and sustainability. These findings have important ramifications for MSMEs, policymakers, and researchers. They offer practical guidance for improving tactics and promoting sustainability in the MSME sector of Pekanbaru City.
Perceived Quality on Purchase Intention of New Brand: How Do Customers Use Brand Recognition and Brand Familiarity? Muhammad Umar Faruq
Commercium : Journal of Business and Management Vol. 2 No. 2 (2024): May
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v2i2.239

Abstract

This research aim to explore a conceptual model regarding how to attract purchase intention of new brand through brand recognition and familiarity, as well as the mediating role of perceived quality factor. This empirical research adopts an explanatory quantitative approach Structural Equation Model (SEM) based on Partial Least Square (PLS) using the SmartPLS 4 program as the data analysis method. The respondents in this study were 267 people selected using purposive sampling technique with the criteria of those who have consumed products of Mako Cake and Bakery in Semarang City. The results indicate that brand recognition, brand familiarity, and perceived quality have a positive and significant impact on purchase intention of new brand. The findings of this research could be benefical for new brand entities as a guideline in determining appropriate strategies to capture consumer hearts or attract purchase intention by establishing brand recognition and familiarity, thus fostering a positive brand perception. As a new brand, brand recognition and familiarity serve as fundamental prerequisites to generate purchasing intention. Consumers also use perceived quality in shaping their purchasing intention towards new brand, where perceived quality can be formed from consumers' recognition and familiarity with the brand. This also related to consumer behavior towards purchase intention on new brand, consumers may opt to purchase on established and popular brands, yet they also have a curiosity to explore new brands influenced by their perception that new brands offer better quality.  

Page 2 of 2 | Total Record : 12

 1   2 

Filter by Year

2023 2024


Reset
Filter By Issues
All Issue Vol. 2 No. 2 (2024): May Vol. 2 No. 1 (2024): February Vol. 1 No. 1 (2023): November