THE EFFECT OF PRODUCT BRANDING AND ONLINE PROMOTIONAL VIDEOS ON CONSUMER PURCHASING DECISIONS IN MSMES

Gordius Ago; Rabiyatul Jasiyah; Suriadi Suriadi; Ivonne Ayesha; Henny Herawati

Authors

Gordius Ago Sekolah Tinggi Ilmu Ekonomi BALIKPAPAN
Rabiyatul Jasiyah Universitas Muhammadiyah Buton
Suriadi Suriadi Universitas Muhammadiyah Buton
Ivonne Ayesha Universitas Muhammadiyah Bandung
Henny Herawati Fakultas Ekonomi dan Bisnis, Universitas Malikussaleh

Keywords:

Influence Analysis, Product Branding, Online Promotion Video, Consumer Purchase Decision

Abstract

The impact of product branding and online promotional video on consumer purchase decisions in micro, small, and medium-sized enterprises (MSMEs) is an integral component of the company's marketing strategy for supporting operations and increasing sales. According to studies, MSMEs who use effective product branding and digital advertising have better sales levels than those that do not. Consequently, the goal of this study is to investigate the impact of product branding and online promotional video on SME consumers' purchase decisions. The research strategy is quantitative and employs a questionnaire with a random sample of 10 MSME respondents. The results indicated that the variables of product branding (X1) and online promotional video (X2) had a substantial impact on the purchasing decisions of MSMEs with a reliability coefficient more than or equal to 0.70, therefore it is considered reliable.

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