Online ISSN: 2515-8260

Keywords : Brand Image

The Role of Sales Promotion Girl on Purchase Intention

Ana Rusmardiana; Fenni Supriadi; Rita Irviani; Hamid Mukhlis; Rahul Chauhan

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 2, Pages 1311-1325

Some companies have various strategies to build the strong value of the companies’ brand
image so that the consumers intend to buy the products through strengthening sales promotion,
product quality, and empowering the use of celebrity endorsers. Therefore, the purpose of this
study is to analyze the effect of sales promotion, product quality, and celebrity endorser in
building Brand Image to trigger purchase intention so that the main objective of this research is to
examine the role of the mediating effect of Brand Image. By implementing Multiple regression
analysis, the results of this study show that sales promotion, product quality, and celebrity
endorsers affect brand image, and brand image has a mediating role in boosting consumer
purchase intention. Celebrity endorser has the highest influence on brand image. The higher
brand image has, the higher purchase intention will be created due to the more attractive celebrity
endorser role, then followed by intensive sales promotions and high product quality.

Ways Of Improving Education System By Building A Brand Equity Of The University

Zufarova Nozima Gulamuddinova; Shakirova Dilfuza Tulkunovna; Rakhimova Shirin Utkurovna; Mardonov Aziz Yusopov; Khodjikulova Shakhlo Narimanovna

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 3766-3771

The article remarked the brand strategy implementation in higher educational institution (HEI). When the right selected brand image will create the unique nontangible asset for the educational organization. Ordinary least squares (OLS) regression is utilized to look at the hypothesized connections of the article, and committed with conclusion that in the market place every HEI should develop own marketing strategy to create own brand


Mohd Faizun Mohamad Yazid; Aeshah Mohd Ali; Sanusi Abdul Manaf

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 4128-4142

This research aims to measure the relationship between service quality, brand image, confidence, and price to satisfy customers. This study was based on consumer expectations in Malaysia's airline industry. Customer satisfaction has become a fundamental problem, especially when the competition is stiff, and consumers have more bargaining power. This research used data-gathering questionnaires. Two hundred respondents attended data collection activities. Survey types consisted of several sections separated by variables. The questionnaire was distributed at Malaysia's three primary airports and completed for a month. Participants volunteered for analysis. Results indicate that the price was not crucial to customer satisfaction. The remaining factors remain optimistic and critical to customer satisfaction. Not only the airline industry, but all logistics service providers can use the findings.


Mohd Faizun Mohamad Yazid; Aeshah Mohd Ali; Sanusi Abdul Manaf

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 4143-4149

This study focuses on the customer experience of Malaysia's performance of telecommunications services. The penetration rate in Malaysia has gone over 100 percent, meaning that every person in Malaysia has at least one account registered with the provider of telecommunications. The telecommunications industry rivalry has become fierce because there is a small market between players in the industry. This study using a questionnaire to gather data through random sampling. The analysis used a quantitative approach. Using SmartPLS analysis, one hundred and fifty available respondents were given. The findings show that consumers are more concerned with the service's quality and confidence than with the brand's picture and price. Consumer loyalty was not influenced by brand image and price. One of the critical factors is that for almost identical coverage areas, the services and packages offered are around the same price ranges. For their ongoing long-term strategy, the service supplier would use the result.


Muhammad Asyraf Hasim; Sanusi Abdul Manaf; Aeshah Mohd Ali

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 4160-4178

This research aims to evaluate the variables in Malaysia's e-wallet services that may contribute to customer satisfaction. A financial institution has recently launched an e-wallet as an alternative payment system for customers. To increase their market share, service providers need to consider consumer expectations and find ways to improve customer loyalty. The research used a quantitative approach where questionnaires were used to gather information. Five hundred questionnaires were distributed among students in Kuala Lumpur through Google to different social groups. Within 14 days of the specified grace period, two hundred and twelve usable answers were obtained. In order to get further participation, three updates are typically sent to all the social classes. The findings indicate that three key factors are crucial: quality of service, confidence, and brand image.