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Pengaruh Bauran Promosi terhadap Minat Beli dengan Mediasi Brand Image Tan, Kevin; Utami, Christina Whidya; Vidyanata, Deandra
Jurnal Ilmu Manajemen Vol 9, No 2 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jim.v9n2.p%p

Abstract

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.
PENGARUH BAURAN PROMOSI TERHADAP MINAT BELI DENGAN MEDIASI CITRA MEREK PADA CIKAKE Tan, Kevin
Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Vol 6 No 4 (2021): performa
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jp.v6i4.2555

Abstract

Pertumbuhan ekonomi pada sektor industri makanan dan minuman di Jawa Timur terus mengalami peningkatan. Pada tahun 2018 Cikake didirikan di Surabaya. Selama dua tahun berjalan, omzet penjualan Cikake selalu mengalami fluktuasi, hal ini yang mendorong Cikake untuk melakukan kegiatan promosi. Kegiatan promosi dilakukan untuk meningkatkan citra merek Cikake sehingga berdampak pada minat beli konsumen Cikake. Penelitian ini bertujuan untuk mengetahui pengaruh bauran promosi terhadap minat beli, pengaruh bauran promosi terhadap citra merek, pengaruh citra merek terhadap minat beli, dan pengaruh bauran promosi terhadap minat beli dengan mediasi citra merek pada Cikake. Jenis penelitian ini adalah kuantitatif. Populasi pada penelitian ini adalah orang yang memiliki minat pada produk Cikake. Sampel yang digunakan berjumlah 190 responden, dengan teknik purposive sampling. Analisis data pada penelitian menggunakan Partial Least Square dengan program smartPLS 3.0 untuk menghitung data. Hasil penelitian ini menunjukan bahwa citra merek secara signifikan memediasi pengaruh bauran promosi terhadap minat beli. Demikian halnya dengan bauran promosi secara signifikan berpengaruh terhadap citra merek. Serta, bauran promosi dan citra merek secara signifikan berpengaruh terhadap minat beli. Kata kunci: bauran promosi, citra merek, minat beli.