International Journal of Regional Innovation https://journal.ijori.org/ijori <p><strong>International Journal of Regional Innovation (IJORI)</strong> is a journal aims to be a peer-reviewed platform and an authoritative source of information. We publish original research papers, review articles and case studies focused on Innovations in technology, social, policy, research, product, health, rural, financial, bureaucratic, public service, as well as related topics. All papers are peer-reviewed by at least two referees. IJORI is managed to be issued four times in every volume</p> en-US contact@ijori-journal.com (Editorial Team IJORI) contact@ijori-journal.com (Adi Suhendra) Fri, 15 Dec 2023 08:36:32 +0700 OJS 3.2.1.2 http://blogs.law.harvard.edu/tech/rss 60 Innovating Brand Image: Mediating The Impact of Social Media Advertising Content and Social Media Sales Promotion Content on Behavioral Intentions for Clothing Distros in Bandar Lampung (A Study on Otsky Store Distro Products, Lampung) https://journal.ijori.org/ijori/article/view/90 <p>The development of the business sector in MSMEs in the fashion sector has become widespread in society. The Otsky Store is one of the MSMEs in the fashion sector which is famous for its good quality t-shirts on the market. This study will analyze the effect of the influence of social media advertising and social media sales promotion content with brand image as a mediating variable on behavioral intention for Clothing Distro Otsky Store. By doing branding on social media platforms which are very influential due to using a content. Brand Image is needed as a mediating role in this research. This research is to test the positive and significant values of the variables. The method in this research uses quantitative descriptive. In this study using descriptive analysis that measures dominant indicators and weak indicators to draw conclusions and provide advice on the object being examined using PLS. The results of this research produced 121 respondents, the hypothesis value and the role of mediation were accepted with a p value &lt;0.05 so the value was positive and significant for the variable. The mediation results revealed the significant role of brand image in explaining the relationship between social media advertising content, social media sales promotion content and behavioural intention.</p> Tinezia Sri Cendani, Mahrinasari MS, Mudji Rachmat Ramelan Copyright (c) 2023 International Journal of Regional Innovation https://journal.ijori.org/ijori/article/view/90 Fri, 15 Dec 2023 00:00:00 +0700 The Influence of Price and Product Quality on Purchase Decisions with Purchase Intention as Intervening Variable (Study on Mixue Lampung) https://journal.ijori.org/ijori/article/view/93 <p>This study examines the influence between price, product quality, purchase decisions, and purchase intention in the context of Mixue Ice Cream and Tea in Lampung. As the food and beverage market in Indonesian continues to grow, understanding the factors that influence consumer choices is of paramount importance to businesses operating in this industry. Specifically, consumers weigh these factors heavily when choosing Mixue Ice Cream and Tea products. A structured survey was conducted to gather data from a representative sample of the consumers in Lampung. This research was conducted quantitatively on 112 respondents. The research was conducted on all Lampung people who know about Mixue and have consumed Mixue Ice Cream and Tea Lampung products. The method used is Structural Equation Model with SmartPLS 4.0 software in 2023. The results of this research prove that price has a positive effect on purchase intention. Price has a positive effect on purchase decisions. Product quality has a positive effect on purchase intention. Product quality has a positive effect on purchase decisions. Purchase intention has a positive effect on purchase decisions. Price has a positive effect on purchase decisions through purchase intention as intervening variable. Product quality has a positive effect on purchase decisions through purchase intention as intervening variable.</p> Puteri Silka Halyana, Satria Bangsawan Copyright (c) 2023 International Journal of Regional Innovation https://journal.ijori.org/ijori/article/view/93 Fri, 15 Dec 2023 00:00:00 +0700