Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economy
This study aims to explain regional economic growth from the perspective of the mediating role of the brand image between brand trust and marketing performance of local organic-based cosmetic products as a sustainable new business model for strengthening Jambi regional economic growth. A regional e...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Master Program in Economics, Graduate Program of Universitas Jambi
2022-10-01
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| Series: | Jurnal Perspektif Pembiayaan dan Pembangunan Daerah |
| Subjects: | |
| Online Access: | http://online-journal.unja.ac.id/JES/article/view/17238 |
| _version_ | 1797974461047111680 |
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| author | Musnaini Musnaini Lilis Suryani Asrini Asrini Ida Ketut Mudhita |
| author_facet | Musnaini Musnaini Lilis Suryani Asrini Asrini Ida Ketut Mudhita |
| author_sort | Musnaini Musnaini |
| collection | DOAJ |
| description |
This study aims to explain regional economic growth from the perspective of the mediating role of the brand image between brand trust and marketing performance of local organic-based cosmetic products as a sustainable new business model for strengthening Jambi regional economic growth. A regional economic growth model based on marketing performance with brand image and mediated by brand trust in startup businesses. The test evidence shows that: 1. directly brand trust has a positive and significant effect on brand image and marketing performance (2) the direct effect of Brand trust on brand image is greater than the effect on marketing performance. (3) The indirect effect shows that brand trust in marketing performance through brand image is significantly positive. (4) brand image partially mediates between brand trust and marketing performance for new local product businesses as a strengthening of sustainable regional economic growth.
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| first_indexed | 2024-04-11T04:20:18Z |
| format | Article |
| id | doaj.art-26628555b80749cd8b8dc84b2b2d8ec4 |
| institution | Directory Open Access Journal |
| issn | 2338-4603 2355-8520 |
| language | English |
| last_indexed | 2024-04-11T04:20:18Z |
| publishDate | 2022-10-01 |
| publisher | Master Program in Economics, Graduate Program of Universitas Jambi |
| record_format | Article |
| series | Jurnal Perspektif Pembiayaan dan Pembangunan Daerah |
| spelling | doaj.art-26628555b80749cd8b8dc84b2b2d8ec42022-12-30T16:20:13ZengMaster Program in Economics, Graduate Program of Universitas JambiJurnal Perspektif Pembiayaan dan Pembangunan Daerah2338-46032355-85202022-10-0110410.22437/ppd.v10i4.17238Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economyMusnaini Musnaini0Lilis Suryani1Asrini Asrini2Ida Ketut Mudhita3Management Study Program, Faculty of Economics and Business, Universitas Jambi, IndonesiaManagement Study Program, Faculty of Economics and Business, Universitas Jambi, IndonesiaManagement Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Jambi, IndonesiaAnimal Husbandry Study Program, Agriculture Faculty, Universitas Antakusuma, Indonesia This study aims to explain regional economic growth from the perspective of the mediating role of the brand image between brand trust and marketing performance of local organic-based cosmetic products as a sustainable new business model for strengthening Jambi regional economic growth. A regional economic growth model based on marketing performance with brand image and mediated by brand trust in startup businesses. The test evidence shows that: 1. directly brand trust has a positive and significant effect on brand image and marketing performance (2) the direct effect of Brand trust on brand image is greater than the effect on marketing performance. (3) The indirect effect shows that brand trust in marketing performance through brand image is significantly positive. (4) brand image partially mediates between brand trust and marketing performance for new local product businesses as a strengthening of sustainable regional economic growth. http://online-journal.unja.ac.id/JES/article/view/17238Brand imageBrand trustMarketing performanceGrowth economic sustainable |
| spellingShingle | Musnaini Musnaini Lilis Suryani Asrini Asrini Ida Ketut Mudhita Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economy Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Brand image Brand trust Marketing performance Growth economic sustainable |
| title | Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economy |
| title_full | Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economy |
| title_fullStr | Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economy |
| title_full_unstemmed | Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economy |
| title_short | Performance analysis of local brand organic cosmetics marketing as an effort to develop The Jambi regional economy |
| title_sort | performance analysis of local brand organic cosmetics marketing as an effort to develop the jambi regional economy |
| topic | Brand image Brand trust Marketing performance Growth economic sustainable |
| url | http://online-journal.unja.ac.id/JES/article/view/17238 |
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