The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang

Jasmani, Jasmani; Sunarsi, Denok

doi:10.26858/pdr.v1i1.13409

Cited by 45 publications

(28 citation statements)

References 12 publications

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“…Understanding of the fulfillment of customer requirements is a condition for continuous improvement in quality and productivity in achieving total customer satisfaction (Jasmani & Sunarsi, 2020;Rozi, 2020;Sunarsi & Baharuddin, 2019). Fulfillment of customer desires becomes very important in determining the quality of service, because what determines whether or not the quality of service is not the producer or the company but the consumptions (Putro, Semuel, & Brahmana, 2014;Supranto, 2001).…”

Section: Introductionmentioning

confidence: 99%

Effect of Promotion and Service Quality on Customer Satisfaction at PT. Surya Karya Prima in Jakarta

Triyadi

2020

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Fulfillment of customer desires becomes very important in determining the quality of service, because what determines whether or not the quality of service is not producers or companies but consumers. This study aims to determine the effect of promotion and service quality on customer satisfaction at PT. Surya Karya Prima in Jakarta. The method used was explanatory research with a sample of 100 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this study have a significant effect on customer satisfaction by 38.7%, hypothesis testing obtained significance 0,000 <0.05. Service quality has a significant effect on customer satisfaction by 48.5%, the hypothesis test obtained significance 0,000 <0.05. Promotion and quality of service simultaneously have a significant effect on customer satisfaction by 56.0%, hypothesis testing obtained significance 0,000 <0.05.

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Section: Introductionmentioning

confidence: 99%

Effect of Promotion and Service Quality on Customer Satisfaction at PT. Surya Karya Prima in Jakarta

Triyadi

2020

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“…The excellent brand image of businesses reflects the positive attitudes of customers towards their products, services, and other attributes they have experienced ( Prabowo, 2019) . Brand image can lead to many preferred business outcomes, such as brand trust, brand loyalty, consumer purchasing decisions, and customer repurchase intentions (Jasmani & Sunarsi, 2020;Mabkhot et al , 2017;Ratasuk & Gajesanand, 2020) . For example, LI ( 2019) revealed a positive relationship between brand image and the perceived value of wholesale stores' customers.…”

Section: Brand Imagementioning

confidence: 99%

The Impact of the No-Plastic-Bag Campaign on Customer Repurchase Intentions and its mechanism in the Modern Trade Business in Bangkok

Ratasuk¹

2021

ASI

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This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment. This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment.

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“…Sedangkan Menurut Siti Salbiyah (2018) bauran promosi merupakan alat yang paling efektif untuk berkomunikasi antara perusahaan dengan pelanggan (baik konsumen maupun perantara), yang nantinya akan berkaitan dengan upaya perusahaan untuk mengendalikan konsumen agar dapat mengenali produk perusahaan lalu memahaminya, berubah sikap, menyukai, yakin kemudian akhirnya memutuskan untuk membeli dan selalu ingat akan produk tersebut. Penggunaan bauran promosi yang dilakukan setiap perusahaan merupakan salah satu strategi untuk membangun komunikasi yang dilakukan oleh perusahaan dengan tujuan meningkatkan nilai dan membangun hubungan yang baik dengan konsumen (Jasmani & Sunarsi, 2020). Maka dari pendapatan masing-masing para ahli mengenai bauran peomosi dapat ditarik kesimpulan bahwa bauran promosi adalah alat yang terdiri dari Variabel Advertising, Personal Selling, Publicity, dan Sales Promotion yang digunakan perusahaan untuk mencapai tujuan pemasaran perusahaan.…”

Section: Abstrakunclassified

Analisis Bauran Promosi yang Paling Berpengaruh terhadap Keputusan Mahasiswa Baru dalam Memilih Universitas Sarjanawiyata Tamansiswa

Dono

2021

JMBEP

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The purpose of this study was to analyze the Influence of Promotion Mix which Most Influences on Student Decisions in Choosing Sarjanawiyata Tamansiswa University. The research methodology used is descriptive quantitative method, the unit of analysis in this study is Sarjanawiyata Tamansiswa University and the observation unit is the students of the Sarjanawiyata Tamansiswa University. The population in this study were 4,270 respondents from Sarjanawiyata Tamansiswa University. The technique for determining the number of samples used in this study is the Slovin formula and totals 135 respondents. The research method used is data collection techniques through questionnaires which are carried out systematically in accordance with the research objectives. The analysis method used to solve problems and prove the hypothesis is descriptive analysis and regression analysis. This analysis includes validity and reliability tests, classic assumption tests, multiple linear regression analysis, hypothesis testing through the F test and t test, the coefficient of determination (R2) and thetest Standardized Beta Coefficient. The results of the F test show that simultaneously Advertising, Personal Selling, Sales Promotion and Publicity have a positive and significant effect on student decisions in choosing Sarjanawiyata Tamansiswa University. The results of the t test partially show that the Advertising variable and the Sales Promotion variable have a positive and significant effect on student decisions in choosing Sarjanawiyata Tamansiswa University, the Personal Selling variable and the Publicity variable have no positive or significant effect on student decisions in choosing Sarjanawiyata Tamansiswa University. The results of the coefficient of determination (R2) test show that student decisions are influenced by the variables of Advertising, Personal Selling, Sales Promotion, and Publicity, while the rest is explained by other variables not discussed in this study. Judging from the results of Standarized Beta Coefficient, it shows that the most dominant variable in this study and the most influential on student decisions is advertising.

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The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang

Cited by 45 publications

References 12 publications

Effect of Promotion and Service Quality on Customer Satisfaction at PT. Surya Karya Prima in Jakarta

Effect of Promotion and Service Quality on Customer Satisfaction at PT. Surya Karya Prima in Jakarta

The Impact of the No-Plastic-Bag Campaign on Customer Repurchase Intentions and its mechanism in the Modern Trade Business in Bangkok

Analisis Bauran Promosi yang Paling Berpengaruh terhadap Keputusan Mahasiswa Baru dalam Memilih Universitas Sarjanawiyata Tamansiswa

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