No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Analisis Pengaruh Citra Merek dan Promosi Terhadap Keputusan Minat Beli Konsumen (Studi Kasus : Mie Gacoan Magelang)
Abstract
Persaingan yang begitu ketat antar pengusaha terutama di sektor kuliner, mengharuskan perusahaan dituntut untuk tetap bisa bertahan dan dapat terus berkembang. Sangat sulit bagi suatu perusahaan untuk mempertahankan pelanggan yang sudah ada dan menarik atau mencari pelanggan baru tanpa adanya bantuan dari citra merek yang positif dan kuat. Selain memiliki citra merek yang baik untuk menarik minat beli konsumen, strategi pemasaran lain yang memiliki peran penting dalam menarik minat beli konsumen yaitu promosi. Objek penelitian ini adalah Mie Gacoan terkhususnya cabang Magelang. Mie Gacoan merupakan salah satu restoran mie pedas yang sudah banyak dikenal luas oleh masyarakat dan memiliki banyak sekali cabang di hampir seluruh pulau Jawa dan Bali. Mie Gacoan ini diminati oleh semua kalangan, terutama dikalangan muda. Hal itu dikarenakan mie yang diproduksi memiliki cita rasa yang khas dan pedas sehingga anak-anak muda tertarik untuk mencoba dan mengkonsumsinya. Metode yang digunakan pada penelitian ini adalah metode kualitatif deskriptif. Di dalam penelitian ini yang menjadi populasi yang peneliti gunakan adalah mahasiswa Universitas Tidar dengan jumlah 9.577 mahasiswa aktif. Sedangkan sampel yang digunakan dalam penelitian ini adalah 99 mahasiswa Universitas Tidar dari angkatan 2018 dan 2019 yang pernah mengkonsumsi Mie Gacoan serta bersedia untuk mengisi kuisioner yang telah disediakan oleh peneliti. Hasil penelitian ini menyatakan bahwa citra merek dan promosi dapat mempengaruhi minat beli para konsumen pada Mie Gacoan cabang Magelang.
... The role of social media and online food ordering applications has enhanced consumers' access to food trends and facilitated easy purchasing, further fueling competition. To succeed, businesses must cultivate consumer trust and loyalty to prevent customer attrition (Kurnianingsih & Achsa, 2022). Kurnianingsih and Achsa (2022) suggest that entrepreneurs must create innovative, appealing, and distinctive products and promotional strategies to attract consumers, especially through media platforms offering discounts and promotions. ...
... To succeed, businesses must cultivate consumer trust and loyalty to prevent customer attrition (Kurnianingsih & Achsa, 2022). Kurnianingsih and Achsa (2022) suggest that entrepreneurs must create innovative, appealing, and distinctive products and promotional strategies to attract consumers, especially through media platforms offering discounts and promotions. Kotler (2016) emphasizes that marketing, which involves understanding consumer needs, delivering value, and fostering customer relationships, is essential for business success. ...
... Furthermore, a strong brand image plays a crucial role in shaping consumer purchasing decisions. As noted by Isamani, cited in Kurnianingsih and Achsa (2022), industries face challenges in retaining and attracting customers without leveraging brand image. A robust brand image fosters consumer trust and influences purchasing behavior, helping businesses differentiate themselves from competitors. ...
The culinary sector is one of the most thriving industries in Indonesia, leading to intense competition among businesses in developing effective strategies. This study examines the influence of brand image and promotions on purchase decisions at Ketan Susu Sobi, a small business in Bandar Lampung. Brand image and promotions are critical components in marketing, particularly for small businesses (UMKM) striving to thrive in a competitive market. Data was collected through a questionnaire using a quantitative approach and survey method. Multiple linear regression analysis was employed to assess the impact of the independent variables, brand image and promotion, on the dependent variable, purchasing decisions. The findings reveal that brand image has a significant positive effect on purchase decisions, with a significance value of 0.000, which is less than 0.05. Consumers are more likely to choose products with a strong brand image because they instill trust and offer perceived added value. Similarly, promotions also significantly affect purchasing decisions, with a significance value of 0.000, indicating that most respondents are motivated to buy Ketan Susu Sobi after seeing promotions on social media. The study provides valuable insights for Ketan Susu Sobi to enhance its brand image through product innovation and maintain its reputation while developing creative promotional strategies to engage a broader audience.
... Industri makanan dan minuman memiliki potensi keuntungan tinggi karena merupakan kebutuhan dasar manusia (Purnomo et al., 2021). Mie Gacoan sebagai merek mie pedas yang sedang populer dikalangan remaja, menarik perhatian pelanggan dengan cita rasa yang khasnya yang gurih dan berbeda dari produk mie yang sejenisnya (Achsa, 2022). Perkembangan teknologi digital saat ini layanan pesan antar makanan mengalami pertumbuhan pesat, GoFood sebagai pemimpin pangsa pasar di Kabupaten Sidoarjo sebesar 59%, GrabFood 21%, dan ShopeeFood 20%. ...
This research aims to analyze the influence of taste and service quality on Mie Gacoan customer loyalty in Sidoarjo with customer satisfaction as a mediating variable on the GoFood platform. The quantitative method was used with a purposive sampling technique, involving 190 respondents who were regular customers. Data collection was carried out through questionnaires and analyzed using SmartPLS 3.0. The research results show that taste and service quality have a significant influence on customer loyalty. The better the taste and quality of the service provided, the higher the customer satisfaction which ultimately increases customer loyalty. Customer satisfaction is proven to mediate the relationship between these two variables and customer loyalty. This research emphasizes the importance of maintaining consistent taste quality and improving service quality to increase customer satisfaction, which ultimately contributes to customer loyalty. Culinary business owners, especially those in online delivery services, need to better maintain and increase customer loyalty.
... Pelanggan akan menjadi tidak tertarik terhadap suatu produk jika tidak terdapat inovasi di dalamnya. Oleh karena itu, dapat dikatakan bahwa penawaran produk suatu industri dapat mempengaruhi cara konsumen memandang dan terdorong untuk melakukan pembelian, sehingga produk tersebut harus mampu menarik keputusan pembelian pelanggan (Achsa, 2022). ...
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Brand Image terhadap Keputusan Pembelian Mie Gacoan pada kalangan Mahasiswa Kota Bandung. Untuk mengumpulkan data penelitian ini, instrumen kuesioner digunakan bersama dengan metodologi kuantitatif. Dalam penelitian ini, 100 responden dipilih secara acak dengan menggunakan Teknik Random Sampling. Uji T, koefisien determinasi (R2), dan uji regresi linier sederhana digunakan dalam penelitian ini. Temuan penelitian menunjukkan bahwa brand image (citra merek) mempunyai pengaruh. Pengaruh tersebut ditunjukkan dengan persamaan regresi Y= 18,663 + 0,409 X dan uji koefisien determinasi sebesar 0,357. Hal ini bermakna bahwa brand image (X) dan keputusan pembelian (Y) adalah sebesar 35,7% dengan sisa 64,3% yang disebabkan oleh faktor lain. Maka berdasarkan hasil yang ada mengatakan bahwa brand image berpengaruh terhadap keputusan pembelian.
... Mie Gacoan merupakan salah satu restoran yang terkenal dengan cita rasa yang khas dan pedas gurih berbeda dengan jenis mie yang lainnya, sehingga anak-anak muda tertarik untuk mencoba dan mengkonsumsinya (Achsa, 2022). Harga yang murah dan seringnya penawaran khusus juga merupakan faktor yang menarik minat mahasiswa dan mahasiswa. ...
This research aims to analyze the influence of price perception, taste, service quality, and facilities on the decision to repurchase Mie Gacoan Tegal. The population in this study is Mie Gacoan customers in Tegal City. The sample used in this study was 145 people. Data collection was carried out by distributing questionnaires to Mie Gacoan customers. The analysis used in this study is respondent demographics, validity tests, reliability tests, and classical assumption tests. Analysis technique with multiple regression test. The results showed that price perception variables and service quality had a positive and significant effect on repurchase decisions, whereas, for taste and facility variables had a negative and insignificant effect on repurchase decisions. Simultaneously, the perception of price, taste, service quality, and facilities influences the decision to repurchase Mie Gacoan Tegal
This study aims to determine the characteristics, analyze consumptive behavior and habits of using online motorcycle taxis in culinary shopping for new students of the Faculty of Agriculture, Udayana University in 2022 and their relationships, and examine culinary business opportunities in the agribusiness sector. The research sample consisted of 81 students using the snowball sampling technique. The data analysis used is descriptive qualitative, descriptive quantitative, and Pearson's Product Moment Correlation. The results showed that: (1) Characteristics of students who shop for culinary goods through online motorcycle taxis: Most are 18 years old, the majority are women, most are Agribusiness students, have pocket money between IDR 600,000 – IDR 1,000,000, the amount additional income is mostly IDR 0, a source of income comes from parents. The type of online motorcycle taxi application that is often used is Gojek (Go-Food). Culinary through online motorcycle taxis shows quite consumptive behavior (3) Students are accustomed to using online motorcycle taxi applications in culinary shopping (4) There is a significant relationship between student consumptive behavior and the habit of using online motorcycle taxi applications in culinary shopping with a moderate level of relationship (5) Business Organic noodles can be used as a culinary business opportunity in the agribusiness sector.
Penelitian ini bertujuan untuk mengetahui adanya pengaruh periklanan dan promosi penjualan terhadap keputusan pembelian pada Perumahan Griya Puspandari Asri Tanjungpinang. Penelitian ini menggunakan metode asosiatif dengan pendekatan kuantitatif. Sampling yang diambil sebanyak 106 konsumen Perumahan Griya Puspandari Asri Tanjungpinang dari 145 populasi dengan menggunakan rumus slovin. Pengumpulan data dilakukan dengan penyebaran kuisioner. Teknik analisis yang digunakan yaitu analisis regresi linear berganda dengan menggunakan uji t, uji F dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa variabel periklanan dan promosi penjualan secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Perumahan Puspandari Asri Tanjungpinang. Dengan kontribusi Adjusted R Square sebesar 61,1% keputusan pembelian dipengaruhi oleh periklanan dan promosi penjualan, sedangkan sisanya 38,9% dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini.
p> This study aims to determine and analyze the influence of product quality, product innovation and promotion to product purchase decision of "Hi Jack Sandals Bandung". Data were collected by questionnaire distribution technique using Likert scale. The population in this study was obtained from the transaction data "Hi Jack Sandals Bandung" in January-July 2017 amounted to 3,033 transactions.The sample wasselected using purposive sampling obtained100 respondents. Hypothesis testing in this study usingclassical assumption test, multiple linear regression with α 0,05, whichdetermine, fit test model (F test), and t test with SPSS Program version 24. The results of this study indicate that variables of product qualityand promotion have significant positive effectson purchase decision,while variable of product innovation has no significant effect on purchase decision. </p
Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products) 1. 621-632
- H Ali
Ali, H. (n.d.). Purchase Decision Model: Analysis of Brand Image, Brand Awareness
and Price (Case Study SMECO Indonesia SME products) 1. 621-632.
https://doi.org/10.21276/sjhss
Survei Pada Calon Konsumen wardah kosmetik complek pondok pesantren Mulungan wetan
- Arifa Qonita
- Analisis
- Celebrity Iklan
- Dan Endorser
- Citra
- Terhadap
- Beli
- Kosmetik
Arifa Qonita. (2018). ANALISIS PENGARUH IKLAN, CELEBRITY ENDORSER, DAN
CITRA MEREK TERHADAP MINAT BELI WARDAH KOSMETIK (Survei Pada
Calon Konsumen wardah kosmetik complek pondok pesantren Mulungan
wetan, Mlati, Sleman, DIY ). Jurnal Ekobis Dewantara, 1(8), 1-11.
http://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/551/568
Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek
- D A Bastian
Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan
Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty)
Ades Alfindo Putra Setia
- Ades Pt
ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra, 2(1),
1-9.