This study examines the impact of Social Media Advertising Content (SMAC) and Social Media Sales Promotion Content (SMSPC) on Brand Image (BI) and customer behavior (CB) within the emergent context of container food courts in Indonesia. Focusing on Jakarta and Surabaya, which are cities at the forefront of culinary innovation, this study aims to uncover how digital marketing practices shape consumer perceptions and behaviors in this novel sector. The study employed rigorous methodology, including G*Power for sample size determination and SmartPLS for data analysis, and engaged 292 participants through a carefully designed survey. The findings indicated significant relationships between SMAC and SMSPC on BI, and subsequently on CB, underscoring the critical role of social media content in enhancing BI and shaping CB. Additionally, this study examines the generational differences between Generation Y and Generation Z, offering insights into tailored marketing strategies that cater to their distinct preferences. This study enriches academic discourse on the impact of digital marketing in the food industry and provides practical recommendations for practitioners aiming to leverage social media to enhance BI and foster positive CB in container food courts. The insights gained from this study not only illuminate the dynamics of social media marketing in an Indonesian context but also suggest avenues for future research in an ever-evolving digital landscape.

This research aimed to analyze the direct and indirect influence of customer relationship management and brand image on customer loyalty in the marine export department of DSV Transport Indonesia through customer satisfaction. Customer Relationship Management in goods delivery was one of the essential variables to improve company service to satisfy its customers and impact their loyalty. Research with a quantitative approach uses the Path Analysis statistical tool. This research used quantitative methods with a sample of 199 companies. The key findings of this research stated that customer relationship management has a negative and insignificant effect on the satisfaction and loyalty of marine export customers of DSV Transport Indonesia. Thus, the changes occurring in the application of Customer Relationship Management in marine exports would not affect the satisfaction and loyalty of marine export customers of DSV Transport Indonesia. Based on the results of this research, it was stated that customer satisfaction was indirectly able to function as a mediator or mediate the indirect influence of Customer Relationship Management and brand image on the customer loyalty to marine exports of DSV Transport Indonesia.

This study aims to examine the effect of halal labels on purchasing decisions with brand image as an intervening variable in rice processing companies. The study investigates the effect of halal labels on purchasing decisions, the effect of the halal label on brand image and the effect of brand image on purchasing decisions. The research method is quantitative and carried out using an online questionnaire distributed through social media. Determination of the research sample used a purposive sampling method, with the criteria of consumers of rice processing companies domiciled in the last year. 345 filled questionnaires were collected and processed using structural equation modeling (SEM). The results show that the halal label and brand image had a significant effect on purchasing decisions, brand image also played a mediating variable between the effect of halal labels and purchasing decisions. The study contributes to the theory that halal labels and brand image had a positive impact on purchase intentions. Company managers apply a halal label and create a brand image to increase purchase intention. Meanwhile for the industry, the research can be an important reference for consumer responses. Moreover, for academics, the results of this study become a reference for knowledge related to factors related to consumer purchasing decisions in consuming rice including the halal label, price, and brand image aspects.

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

The purpose of this study was to analyze the effects of customer satisfaction, service quality, perceived value and brand image on consumer loyalty through a quantitative method. The research was conducted in schools in Indonesia. The sample of respondents in this study were 308 of owners of Small and Medium Enterprises (SMEs). The sampling method used was simple random sampling. Data collection techniques were accomplished using online questionnaires through social media. The measurement scale in this study was a Likert scale with a range of 1-7 and data analysis was performed using structural equation modeling (SEM) with data processing software SmartPLS software. The independent variables in this study were customer satisfaction, perceived service quality, perceived value, and brand image, while the dependent variable was customer loyalty. Based on the results of the study, it was found that satisfaction has a positive and significant effect on consumer loyalty. However, perceived service quality, perceived value and brand image had no significant effects on consumer loyalty.

In the hypercompetitive B2B market, branding strategy becomes a competitive advantage to sustain the business. Two common forms of brand evaluations are an evaluation by either the cognitive or affective aspect, and this paper focuses on the affective aspect, which concerns emotional factors. The paper analyzes two drivers corresponding to satisfaction - the brand association, reflected by brand image, and social bonds - and how strongly these both drivers influence satisfaction; hence sellers can anticipate future actions in order to keep business going. The finding confirms that the brand image has a stronger influence on satisfaction than social bonds; furthermore, customer satisfaction leads to brand loyalty.

Education has become a necessity in this competitive environment for employees. Employees need a way to attain proper education with some degree of flexibility and a practical solution to this problem is Online University. The purpose of this study is to further investigate the factors that can influence purchase intention for Online Universities. Two factors studied in this research are Brand Image and Price Perception with Brand Trust as a Mediator. Data for this research was collected from 400 respondents in South Sumatera specifically Palembang and the object of this research is associated with Online University specifically Binus Online Learning, a popular university in the region of the study. The data collected was analyzed with Structural Equation Modelling (SEM). The results show that there is a positive relationship between Brand Image and Price Perception towards Purchase Intention, Brand Trust is also proven to mediate the relationship between these variables.

This paper investigates the impact of social media marketing on brand image and brand trust toward the purchase intention of Indonesian Male’s Skincare. The study proposes a model that shows the effect of skincare marketing strategies through social media for male millennials generations. A quantitative approach is used to collect the data to support the model using online surveys. The data samples are collected from 203 male respondents using non-probability sampling techniques with convenience sampling method. The results are analysed with PLS-SEM methodologies by Smart-PLS, considered to be applied when the research is exploratory. The research result shows that social media marketing had a significant impact on brand image and brand trust. Moreover, brand trust and brand image had significant im-pacts on purchase intention. With brand image and brand trust 56.1 percent explained the purchase intention, 53.6 percent social media marketing explained the brand image, and 65.4 percent of the social media marketing explained the brand trust as well.

In today's competitive business environment, organizations are always seeking for valuable practices to build a strong brand and enhance purchase intention. Accordingly, this study is designed to propose and test the effect of country-of-origin image on brand image, brand evaluation and purchase intention. These relationships are verified through 283 customers with purchase intention of electric household appliances. Cronbach’s alpha and confirmatory factor analysis (CFA) tests are applied to examine the reliability and validity of the scale. Structural Equation Modeling (SEM) is also adopted to test hypotheses. The finding shows that the country-of-origin image had a positive effect on brand image, brand evaluation and purchase intention. Brand image and brand evaluation also had a positive effect on purchase intentions. In addition, the study indicates that both brand image and brand evaluation played mediating roles on the relationships between country-of-origin image and purchase intention. As the result, some implications are discussed, and the next research direction is proposed.

This research empirically attempted to assess the effect of brand familiarity and perceived ser-vice quality on brand image as well as to explore the position of brand image on student satis-faction in addressing previous efforts' mixed outcomes and bridging the gaps in the private higher education area. The data were collected from students of Jadara university in Jordan. PLS-SEM methods were used to test hypothesized relationships on a sample of 112 students. The findings show that familiarity with the brand and perceived quality of service had an important and beneficial connection with the image of the brand. Also, there was an important and positive connection between brand image and students’ satisfaction. The revision has dis-cussed the finding and an implication compared with past studies. These findings have significant implications for private higher education institutions that may be taken into considera-tion when developing their marketing plan. The finding will help design strategies to increase students’ satisfaction and improve brand image. It has also presented some of recommendations for upcoming investigation.