The Influence Of Brand Image On Purchasing Decision Making On A Mild Cigarette (at The Mamak Shop University Of North Sumatra)

Feb 28, 2025 by ADMIN 127 views

The Influence of Brand Image on Purchasing Decision Making on a Mild Cigarette at the Mamak Shop University of North Sumatra

Introduction

In the modern era, cigarette consumption is one of the important aspects of social and economic life. Certain cigarette brands, such as A Mild, have succeeded in instilling a strong image in the minds of consumers, thus affecting purchasing decisions. This study aims to analyze how Brand Image A Mild has an impact on purchasing decisions at Mamak shops around the University of North Sumatra.

Background of the Study

Cigarette consumption is a significant aspect of social and economic life, with various brands competing for market share. A Mild, a popular cigarette brand, has managed to create a strong image in the minds of consumers, influencing their purchasing decisions. The University of North Sumatra, with its large student population, provides an ideal setting to study the impact of brand image on purchasing decisions.

Methodology

This study uses a descriptive method with a qualitative approach. Data was obtained through observations and interviews with mamak shop owners and customers. The data analysis was done by comparing field findings with relevant marketing theories.

The Influence of Brand Image on Purchasing Decisions

The results of this study showed that Brand Image A Mild was very influential on the purchase decision at the Mamak shop around the University of North Sumatra. Several factors contributed to this influence:

Product Quality

A Mild cigarette is known to have good quality, soft taste, and a distinctive aroma. This is one of the main factors that makes customers loyal to this brand. The quality of the product is a crucial aspect of brand image, as it directly affects the customer's perception of the brand.

Brand Image

A Mild consistently builds an image as a modern, stylish, and in demand by young people. This succeeded in attracting the interest of students who were the dominant customers at Kedai Mamak. The brand image is a critical factor in influencing purchasing decisions, as it creates an emotional connection between the customer and the brand.

Promotion and Advertising

A Mild aggressive promotion and advertising, both through television media, internet, and activities in the field. This helps strengthen brand awareness and reach the target market effectively. Effective promotion and advertising are essential in creating a strong brand image and influencing purchasing decisions.

Price

A relatively affordable A Mild price is one of the factors that encourage customers to choose this brand. The price of the product is a critical factor in influencing purchasing decisions, as it affects the customer's willingness to pay.

The Role of Kedai Mamak in Influencing Purchasing Decisions

Kedai Mamak also has an important role in encouraging purchasing decisions. Mamak shop is a comfortable and relaxed gathering place for students. Mamak shop owners generally provide A Mild as the first choice, thus further strengthening the effect of brand image on consumers. The Kedai Mamak environment creates a positive association with the brand, making it more likely for customers to choose A Mild.

Conclusion

Overall, this study shows that the Brand Image A Mild has a significant influence on the purchase decision at the Mamak shop around the University of North Sumatra. Good product quality, positive image, effective promotion, and affordable prices make A Mild the first choice for customers. Kedai Mamak, as a gathering and relaxing place, helped strengthen the influence of brand image by providing A Mild as the first choice.

Recommendations

Based on the findings of this study, the following recommendations are made:

A Mild should continue to focus on creating a strong brand image through effective promotion and advertising.
The company should maintain its high product quality to ensure customer loyalty.
Kedai Mamak owners should continue to provide A Mild as the first choice to customers, as it helps strengthen the influence of brand image.
Further research should be conducted to explore the impact of brand image on purchasing decisions in other settings.

Limitations of the Study

This study has several limitations, including:

The study was conducted in a specific setting, and the findings may not be generalizable to other settings.
The study only focused on the influence of brand image on purchasing decisions and did not explore other factors that may influence purchasing decisions.
The study relied on self-reported data from customers and mamak shop owners, which may be subject to biases.

Future Research Directions

Future research should explore the following directions:

The impact of brand image on purchasing decisions in other settings, such as online or in-store.
The role of other factors, such as social influence or product features, in influencing purchasing decisions.
The effectiveness of different marketing strategies in creating a strong brand image.

References

[List of references cited in the study]

Appendix

[Appendix materials, such as raw data or additional tables and figures]
Q&A: The Influence of Brand Image on Purchasing Decision Making on a Mild Cigarette at the Mamak Shop University of North Sumatra

Introduction

In our previous article, we explored the influence of brand image on purchasing decision making on a mild cigarette at the Mamak shop University of North Sumatra. In this article, we will answer some of the most frequently asked questions related to this topic.

Q: What is brand image, and how does it affect purchasing decisions?

A: Brand image refers to the perception or impression that customers have of a brand. It is a combination of the brand's values, personality, and characteristics that are communicated through various marketing channels. A strong brand image can influence purchasing decisions by creating an emotional connection between the customer and the brand.

Q: What are the key factors that contribute to a strong brand image?

A: The key factors that contribute to a strong brand image include:

Product quality: A high-quality product that meets the customer's needs and expectations.
Brand identity: A clear and consistent brand identity that communicates the brand's values and personality.
Marketing and advertising: Effective marketing and advertising that reaches the target audience and communicates the brand's message.
Customer experience: A positive customer experience that creates a memorable and enjoyable interaction with the brand.

Q: How does A Mild create a strong brand image?

A: A Mild creates a strong brand image by:

Offering a high-quality product that meets the customer's needs and expectations.
Communicating a clear and consistent brand identity that appeals to young people.
Using effective marketing and advertising that reaches the target audience and communicates the brand's message.
Providing a positive customer experience that creates a memorable and enjoyable interaction with the brand.

Q: What is the role of Kedai Mamak in influencing purchasing decisions?

A: Kedai Mamak plays an important role in influencing purchasing decisions by:

Providing a comfortable and relaxed gathering place for students.
Offering A Mild as the first choice to customers, which helps to strengthen the influence of brand image.
Creating a positive association with the brand, which makes it more likely for customers to choose A Mild.

Q: What are the implications of this study for marketers and business owners?

A: The implications of this study for marketers and business owners are:

The importance of creating a strong brand image that resonates with the target audience.
The need to offer high-quality products that meet the customer's needs and expectations.
The importance of providing a positive customer experience that creates a memorable and enjoyable interaction with the brand.
The role of marketing and advertising in reaching the target audience and communicating the brand's message.

Q: What are the limitations of this study?

A: The limitations of this study are:

The study was conducted in a specific setting, and the findings may not be generalizable to other settings.
The study only focused on the influence of brand image on purchasing decisions and did not explore other factors that may influence purchasing decisions.
The study relied on self-reported data from customers and mamak shop owners, which may be subject to biases.

Q: What are the future research directions for this topic?

A: The future research directions for this topic are:

The impact of brand image on purchasing decisions in other settings, such as online or in-store.
The role of other factors, such as social influence or product features, in influencing purchasing decisions.
The effectiveness of different marketing strategies in creating a strong brand image.

Conclusion

In conclusion, the influence of brand image on purchasing decision making on a mild cigarette at the Mamak shop University of North Sumatra is a complex and multifaceted topic. This Q&A article provides answers to some of the most frequently asked questions related to this topic and highlights the importance of creating a strong brand image that resonates with the target audience.