Label Produk, Iklan Emosional, dan Diskon serta Pengaruhnya terhadap Keputusan Pembelian
DOI:
https://doi.org/10.26740/jim.v8n4.p1222-1232Keywords:
emotional advertising, halal label, product label, discount, purchase decision.Abstract
A brand will carry out several marketing strategies to attract consumers. especially for countries with a Muslim majority community, the product must have halal legality. There are several factors considered by consumers to choose the product purchased, among others, the existence of halal labels on packaging, emotional advertising, and diskons. The purpose of this paper is to study the effect of product labels, emotional advertising, and discount on purchasing decisions. This research is focused on consumers who have bought Chatime as a bubble drink, Muslim, aged 15-60 years old, and a final consumer. uses a nonprobability sampling technique. Questionnaires were distributed to 200 participants with Google form. Data analysis techniques using Multiple Linear Regression. The results showed that product labels, iklan emosional, and diskons had a positive effect on consumer purchasing decisions.
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Sumarwan, U. (2015). Perilaku Konsumen (Edisi kedu). Jakarta: Ghalia Indonesia.
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Top Brand Index. (2020). Top Brand Index Beserta Kategori Lengkap | Top Brand Award. Retrieved May 12, 2020, from topbrand-award.com website: https://www.topbrand-award.com/top-brand-index/
Wijayanto. (2019, August 3). AFI: Bisnis Waralaba Masih Kalah dengan Pemain Asing. Retrieved July 9, 2020, from radarsurabaya.jawapos.com website: https://radarsurabaya.jawapos.com/read/2019/08/03/149362/afi-bisnis-waralaba-masih-kalah-dengan-pemain-asing
Chatime. (2020). About - Indonesia. Retrieved July 9, 2020, from https://indonesia.chatime.com.tw/ website: https://indonesia.chatime.com.tw/about/
Fah, B. C. Y., Foon, Y. S., & Osman, S. (2011). An Exploratory Study of the Relationships between Advertising Appeals , Spending Tendency , Perceived Social Status and Materialism on Perfume Purchasing Behavior Benjamin Chan Yin Fah Yeoh Sok Foon Centre of Excellent for Sustainable Consumption Studies. International Journal of Business and Social Science Vol., 2(10), 202209.
Fajriani, H., Suharyono, & Bafadhal, A. S. (2018). Pengaruh Daya Tarik Iklan Rasional dan Daya Tarik Iklan Emosional Terhadap Keputusan Pembelian (Survei Online Pada Konsumen Wanita Muslim yang Membeli Produk Sunsilk Hijab di Kota Malang). Jurnal Administrasi Bisnis (JAB), 61(3), 163171.
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 (Edisi 8). Semarang: Badan Penerbit Universitas Diponegoro.
Ilsanti, R., Rachma, N., & Hufron, M. (2019). No Title. Jurnal Riset Manajemen, 7587.
Kombwayo, C. O., & Iravo, M. A. (2018). The Influence of Consumer Sales Promotion on Buying Behavior of Three-Wheeled Vehicles in Nairobi County. International Journal of Scientific and Research Publications (IJSRP), 8(11), 459474. https://doi.org/https://doi.org/10.29322/ijsrp.8.11.2018.p8350
Kamran, Q., & Siddiqui, D. A. (2019). The Impact of Iklan emosional on Consumer Buying Behavior for Home Appliance Products in Pakistan. Business and Management Horizons, 7(1), 23. https://doi.org/10.5296/bmh.v7i1.14410
Kontan. (2017). Inovasi dan promosi jadi strategi bisnis Chatime.
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Jilid 1 (Edisi 13). Jakarta: Erlangga.
KumparanFOOD. (2019). Cerita Boba, Bubble Drink yang Digandrungi Anak Muda. Retrieved May 12, 2020, from kumparan.com website: https://kumparan.com/kumparanfood/cerita-boba-bubble-drink-yang-digandrungi-anak-muda-1rPinRkuKoA/full
Limbong, E. G., & Winarni, R. W. (2017). Daya Tarik Emosional dalam Iklan Coca Cola Versi œRayakan Namamu sebagai Kampanye Anti-Bullying. Jurnal Desain, 4(03), 163. https://doi.org/https://doi.org/10.30998/jurnaldesain.v4i03.1607
Majalah Serpong Update. (2018). Chatime Luncurkan Kartu Member Terbaru Berbentuk Daun | Serpong Update.
Mowen, J., & Minor, M. (2002). Perilaku Konsumen. Jakarta: Erlangga.
Muzhar, A., Santoso, B., & Rusdan. (2018). The Effect of Halal Label on Brand Image and Its Impact on Consumers Purchasing Decisions. The International Journal Of Business & Management, 6(2), 171180.
Nasution, Muhammad Dharma Tuah Putra, & Rossanty, Y. (2018). Country of origin as a moderator of halal label and purchase behavior. Journal of Business and Retail Management Research, 12(2), 194201. https://doi.org/10.24052/jbrmr/v12is02/cooaamohlapb
Palupi, D. H. (2020, June 17). Chatime, Terapkan Strategi Agresif dan Inovatif | SWA.co.id. Retrieved July 9, 2020, from swa.co.id website: https://swa.co.id/kumparan/chatime-terapkan-strategi-agresif-dan-inovatif
Ribeiro, A. P. L., Carneiro, J. de D. S., De Melo Ramos, T., Patterson, L., & Pinto, S. M. (2018). Determining how packaging and labeling of Requeijão cheese affects the purchase behavior of consumers of different age groups. British Food Journal, 120(6), 11831194. https://doi.org/10.1108/BFJ-02-2017-0081
Shamout, Mohammed Dawood. (2016). Impossible dream or inevitable revolution? Investigating the concept of integrated marketing communications. Journal of Communication Management, 2(1), 7081. https://doi.org/10.1108/eb023449
Simamora, H. (2000). Manajemen Pemasaran Internasional Jilid 1. Jakarta: Salemba Empat.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sumarwan, U. (2015). Perilaku Konsumen (Edisi kedu). Jakarta: Ghalia Indonesia.
Tjiptono, F. (2008). Strategi Pemasaran (Edisi 3). Yogyakarta: ANDI.
Top Brand Index. (2020). Top Brand Index Beserta Kategori Lengkap | Top Brand Award. Retrieved May 12, 2020, from topbrand-award.com website: https://www.topbrand-award.com/top-brand-index/
Wijayanto. (2019, August 3). AFI: Bisnis Waralaba Masih Kalah dengan Pemain Asing. Retrieved July 9, 2020, from radarsurabaya.jawapos.com website: https://radarsurabaya.jawapos.com/read/2019/08/03/149362/afi-bisnis-waralaba-masih-kalah-dengan-pemain-asing
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Published
2020-07-24
How to Cite
Marzuq, M. A., & Andjarwati, A. L. (2020). Label Produk, Iklan Emosional, dan Diskon serta Pengaruhnya terhadap Keputusan Pembelian. Jurnal Ilmu Manajemen, 8(4), 1222–1232. https://doi.org/10.26740/jim.v8n4.p1222-1232
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