The Influence of Promotions on Purchasing Decisions with Brand Image as an Intervening Variable in Chatime Superindo Kedungmundu Products

Authors

  • Endang Dwi Mulyani Universitas Muhammadiyah Semarang
  • Muchammad Rully Sjahirul Alim Universitas Muhammadiyah Semarang

Keywords:

Promotion, Purchase Decision, Brand Image

Abstract

In the current era of globalization, competition in the business world is very tight. Sales of food and beverages or food industry products are estimated to grow by 5-7% during Ramadhan in 2023. According to the databox survey, the highest sales value by 10 restaurants in Indonesia, especially the Chatime brand, is ranked seventh in Indonesia. This research aims to determine the influence of promotions on purchasing decisions and brand image for Chatime Superindo Kedungmundu products. This research used an accidental sampling technique with a sample size of 100 respondents. The method used in this research is the PLS (Partial Least Square) method using smartPLS software version 4.1. The results of this research show that there is a positive and significant influence between promotion on purchasing decisions through the brand image of Chatime Superindo Kedungmundu products.

References

Adabi, N. (2020). Pengaruh Citra Merek, Kualitas Pelayanan dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Indihome di Witel Telkom Depok. Jurnal Manajemen, 32-39.

Aditya, N. R., & Prodjo, W. A. (2022). Mengenal Perbedaan Istilah Boba dan Bubble. Artikel.

Armayani, A., & Jatra, I. M. (2019). Peran Brand Image Memediasi Promosi Dan Harga Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Denpasar. E-Jurnal Manajemen, 5222-5239.

Baskara, A. (2022). Covid-19 Pandemic: Empirical Study of Determinants of Purchase Decision. WSEAS Transactions on Business and Economics, 19, 116-123.

Baskara, A. (2023). Consumer Behavior in Marketing 4.0: Social Media Marketing and Website Marketing on Purchasing Decisions through TAM As a Mediating Variable. International Journal of Social Science and Business, 7(3).

Budianto, Y. P., & Budiatmo, A. (2019). Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Mediasi. Diponegoro Journal Of Social And Politic, 1-10.

Devi, L. K. (2019). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Shopee. Skripsi, Universitas Islam Negeri Sunan Ampel Surabaya.

Daga, R. (2017). Citra, Kualitas Produk Dan Kepuasan Pelanggan. Gowa: Global Research And Consulting Institute.

Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modelling (SEM) Berbasis Varian: Konsep Dasar dan Aplikasi dengan Program SmartPLS. Jakarta Pusat: PT Inkubator Penlus Indonesia.

Iriyanto, S., Suharnomo, H., & Anas, M. (2021). Do intangible assets and innovation orientation influence competitive advantages? A case study of SMEs in Indonesia. Universal Journal of Accounting and Finance, 9(1), 105-115.

Khatik, N., & Fatmasari Sukesti, I. K. (2022). Financial Performance before and during the Covid-19 Pandemic on Islamic Microfinance Institutions (Case Study Btm Kaliwungu).

Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed,). Pearson Pretice Hall.

Larika, W., & Ekowati, S. (2020). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Handphone Oppo. Jurnal Manajemen Modal Insani Dan Bisnis, 128-136.

Magdalena, M., & Sari, N. U. (2020). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Mobil Honda Brio di Kota Padang. Jurnal Pundi 3, 123-136.

Mutu, L. P. (2023). Naik Signifikan, Industri Makanan dan Minuman Tumbuh 7% Saat Ramadan. Artikel.

Maulana, M. I. (2021). Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Produk Artfresh. Jurnal Manajemen dan Start-Up Bisnis, 513-521.

Pandiangan, K., Masiyono, & Atmogo, Y. D. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity, Brand Trust, Brand Image, Perceived Quality & Brand Loyalty. JIMT, 471-484.

Putri, D. A., Nurhayati, N., & Firdaus, F. (2024, July). The Influence of Social Media Marketing and Brand Awareness on Purchasing Decisions with Brand Image as a Mediating Variable in Kopi Kenangan. In Economics and Business International Conference Proceeding (Vol. 1, No. 2, pp. 92-101).

Sugiyono. (2022). Metode Penelitian Manajemen. Bandung: ALFABETA.

Sukesti, F., Ghozali, I., Fuad, F. U. A. D., KHARIS ALMASYHARI, A., & Nurcahyono, N. (2021). Factors affecting the stock price: The role of firm performance. The Journal of Asian Finance, Economics and Business, 8(2), 165-173.

Winasis, C. L., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 392-403.

Downloads

Published

2024-07-27 — Updated on 2024-12-04

Versions

How to Cite

Mulyani, E. D. ., & Alim, M. R. S. . (2024). The Influence of Promotions on Purchasing Decisions with Brand Image as an Intervening Variable in Chatime Superindo Kedungmundu Products. Economics and Business International Conference Proceeding, 1(2), 158–166. Retrieved from http://103.97.100.158/index.php/EBiC/article/view/433 (Original work published July 27, 2024)

Issue

Vol. 1 No. 2 (2024): 1st Economics and Business International Conference (EBIC)

Section

Articles

Most read articles by the same author(s)