Pengaruh Bauran Promosi terhadap Minat Beli dengan Mediasi Brand Image
DOI:
https://doi.org/10.26740/jim.v9n2.p333-341Keywords:
brand image, promotional mix, purchase intentionAbstract
The economic growth of the food and beverage industry in East Java keeps on increasing. In 2018, Cikake was established in Surabaya, offering rice-bowl as its main product. Since 2019 Cikake has had its first outlet at a food court called Foodland Pandaan, in Pandaan, East Java. Cikake has a commitment in which every two years will open several offline stores or outlets starting from several cities around Surabaya. During two years running, Cikake's sale turnover has always fluctuated, which has drives Cikake to do promotional activities to improve Cikake's brand image and purchase intention of Cikake consumer. This research aims to determine the effect of promotional mix on purchase intention, the effect of promotional mix on brand image, the effect of brand image on purchase intention, and the effect of promotional mix on purchase intention by mediating brand image. This type of research is quantitative. The population in this research is people who have an interest in Cikake product. The sample consists of 190 respondents using the purposive sampling technique. Data analysis in the research uses Partial Least Square with SmartPLS 3.0 program to calculate data. This research indicates that brand image significantly mediates the effect of promotional mix on purchase intention. Likewise, the promotional mix significantly affects brand image. Also, promotional mix and brand image significantly affect purchase intention.
References
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Romadhona, R. N., Sudapet, N., & Subagio, H. D. (2018). Influence of Packaging Design, Promotion and Brand Image on Consumer Buying Interest (Study Case of Consumer Glek-Glek Tea Nganjuk). International Journal of Integrated Education, Engineering and Business, 1(2), 68-78.
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Spears, N., & Singh, S. N. (2004). Measuring Attitude Toward The Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Supangkat, A. H., & Supriyatin. (2017). Pengaruh Citra Merek, Kualitas Produk, Harga terhadap Keputusan Pembelian Tas di Intako. Jurnal Ilmu dan Riset Manajemen, 6(9), 1-19.
Tantono, A. A. (2018). Pengaruh Promotion Mix Terhadap Minat Beli Konsumen Strap. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 2(6), 815-824.
Usman, O., & Dyanti, N. (2020). The Influence of Price, Promotion, and Word of Mouth On Buying Interest. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3638868
Andiyanto, Ato'illah, M., & Fauziah, A. (2019). Price and Brand Image Analysis of Interest in Buying Re Madjank Store Brand Product. Progress Conference, 2, 251-254.
Arifin, E., & Fachrodji, A. (2015). Pengaruh Persepsi Kualitas Produk, Citra Merek dan Promosi Terhadap Minat Beli Konsumen Ban Achilles di Jakarta Selatan. Jurnal MIX, V(1), 124-143.
Ariyanto, A., Nuryani, A., & Sunarsih. (2020). Pengaruh Store Atmosphere dan Promosi Terhadap Keputusan Pembelian pada Alfamart BSD Tangerang Selatan. Jurnal Ekonomi Efektif, 3(1), 29-36.
Fianto, A. A., Hadiwidjojo, D., Aisjah, S., & Solimun. (2014). The Influence Brand Image on Purchase Behaviour Through Brand Trust. The Journal of Business Management and Strategy, Macrothink Institute, 5(2), 58.
Ghozali, I. (2018). Aplikasi Analisis Multivarate dengan Program IBM SPSS. Edisi Kesembilan. Semarang: Penerbit Universitas Diponegoro.
Hizkia, B. A., Lapian, S. J., & Mekel, P. A. (2014). Atribut Produk dan Bauran Promosi Pengaruhnya Terhadap Keputusan
Pembelian Sepeda Motor Yamaha Mio. Jurnal EMBA, 2(1), 225-230.
Hurriyati, R. (2011). Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Penerbit Alfabeta.
Kemp, S. (2021). Digital 2021: Global Overview Report ” DataReportal Global Digital Insights. Diakses 1 Februari 2021, dari https://datareportal.com/reports/digital-2021-global-overview-report.
Khairani, Z., & Lubis, N. (2018). Promotion Mix Strategies and Buying Interest of Riau Specific Food Souvenirs. IOP Conf. Series: Earth and Environmental Science, 175, 1-7.
Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip Pemasaran, Edisi 13, Jilid 1. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed.). New Jersey: Pearson.
Liu, J., & Chen, J. (2006). Virtual Experiential Marketing On Online Purchase Intention. In 11th Annual Conference of Asia Pacific Decision Sciences Institute (pp. 325-333). Hongkong; APDSI.
Maghfiroh, A. A., & Zainul, S. (2016). Pengaruh Citra Merek Terhadap Minat beli dan Keputusan Pembelian (Survei pada Mahasiswa Program Studi Administrasi Bisnis Tahun Angkatan 2013/2014 Fakultas Ilmu Administrasi Universitas Brawijaya Malang Pembeli Indosat). Jurnal Administrasi Bisnis, 40(1), 132-140.
Madiawati, P. N., & Pradana, M. (2016). Celebrity and Halal Certificates Factor Influence on Customer Buying Interest. Actual Problem of Economics, 3, 109-116.
Nulufi, K., & Murwatiningsih. (2015). Minat Beli Sebagai Mediasi Pengaruh Brand Image dan Sikap Konsumen terhadap Keputusan Pembelian Batik di Pekalongan. Management Analysis Journal, 4(2), 129-141.
Nurhayati, S. (2017). Pengaruh Citra Merek, Harga dan Promosi terhadap Keputusan Pembelian Handphone Samsung di Yogyakarta. JBMA, IV(2), 60-69.
Prayogi, S., & Santosa, A. (2019). The Influence Of product Quality, Price and Promotions On Interest In Buying Sri Sulastri's Batik. e-Jurnal Apresiasi Ekonomi , 7(1), 9-17.
Priyono, E. T., Haryono, & Maria, M. M. (2016). Analisis Pengaruh Citra Merek, Strategi Promosi, Atribut Produk, Harga Terhadap Minat Berkunjung Serta Pengaruhnya Terhadap Minat Beli (Studi Empiris Pada Pameran Computer Javamall Semarang). Journal of Management, 2( 2), 1-22.
Putri, Y. A. (2018). Pengaruh Bauran Promosi dan Gaya Hidup Terhadap Minat Beli Pada Kedai Kopi Serasi. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 1(2), 137-144.
Rachman, B. J. (2015). Analisis Pengaruh Desain Produk Dan Promosi Terhadap Kemantapan Keputusan Pembelian Yang Dimediasi Oleh Citra Merek. Diponegoro Journal of Management, 4(1), 266-279.
Rastini, N. M., & Nurcaya, I. N. (2018). Pengaruh Country of Origin Perception, Perceived Quality dan Promotional Mix
Terhadap Purchase Intention dengan Brand Image Sebagai Variabel Intervening (Studi Pada Smartphone Buatan Indonesia). Competence, Journal of Management Student, Vol. 12(1), 36.
Ratri, L. E. (2007). Strategi Memenangkan Persaingan Pasar. Jakarta: Salemba Empat.
Rohaeni, H. (2016). Pernana Promosi Melalui Personal Selling Terhadap Volume Penjualan. Ecodemica, IV(2), 223-231.
Romadhona, R. N., Sudapet, N., & Subagio, H. D. (2018). Influence of Packaging Design, Promotion and Brand Image on Consumer Buying Interest (Study Case of Consumer Glek-Glek Tea Nganjuk). International Journal of Integrated Education, Engineering and Business, 1(2), 68-78.
Sari, S. I., Rachma, N., & Slamet, A. R. (2018). Pengaruh Brand Identity dan Promotion Mix Terhadap Brand Image dengan Brand Awareness Sebagai Variabel Intervening. e-Jurnal Riset Manajemen Prodi Manajemen, 8(4), 107-120.
Spears, N., & Singh, S. N. (2004). Measuring Attitude Toward The Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Supangkat, A. H., & Supriyatin. (2017). Pengaruh Citra Merek, Kualitas Produk, Harga terhadap Keputusan Pembelian Tas di Intako. Jurnal Ilmu dan Riset Manajemen, 6(9), 1-19.
Tantono, A. A. (2018). Pengaruh Promotion Mix Terhadap Minat Beli Konsumen Strap. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 2(6), 815-824.
Usman, O., & Dyanti, N. (2020). The Influence of Price, Promotion, and Word of Mouth On Buying Interest. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3638868
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2021-06-30
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Tan, K., Utami, C. W., & Vidyanata, D. (2021). Pengaruh Bauran Promosi terhadap Minat Beli dengan Mediasi Brand Image. Jurnal Ilmu Manajemen, 9(2), 333–341. https://doi.org/10.26740/jim.v9n2.p333-341
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