Encourage Purchase Decisions at J.CO Donuts with Brand Image, Positive Word of Mouth, Social Media Promotion and Location
DOI:
https://doi.org/10.53017/ujeb.238Keywords:
Brand Image, Positive Word of Mouth, Social Media Promotion, Location, Purchasing DecisionsAbstract
The purpose of this study is to determine the effect of brand image, positive word of mouth, social media promotion and location on purchasing decisions. The sample criteria used in this study were consumers who had bought J.CO Donuts more than once. The sampling method is purposive sampling with a total sample of 100 respondents. The analytical tool used is multiple linear regression with the help of SPSS 25.0 software. The results of this study indicate that brand image, positive word of mouth, social media promotion and location have a positive and simultaneous effect on purchasing decisions. Partially, brand image, social media promotion and location have a positive and significant effect on purchasing decisions, while positive word of mouth has no effect on purchasing decisions.
Downloads
References
G. M. Q. Amirullah, “Pengaruh Brand Image, Gaya Hidup dan Elastisitas Harga terhadap Perilaku Keputusan Pembelian J.Co Donuts & Coffee Suncity Sidoarjo,” UBHARA Management Journal, vol. 1, no. 2, pp. 408–412, 2021.
P. A. Nopera and E. Arini, “Pengaruh Kualitas Produk , Harga Dan Promosi Media Sosial Terhadap Keputusan Pmbelian,” JURNAL MANAJMEN MODAL INSANI DAN BISNIS (JMMIB), vol. 3, no. Lupiyoadi 2013, pp. 69–86, 2022.
Amstrong dan Kotler, Dasar-dasar Pemasaran. Jilid 1, Edisi Kesembilan. Jakarta: Erlangga.p125, 2016.
Adnan, M. Yunus, M. Adam, and Hafasnuddin, “The effect of product quality, brand image, price, and advertising on purchase decision and its impact on customer loyalty of morinaga milk in Aceh,” International Journal of Innovation, Creativity and Change, vol. 9, no. 4, pp. 234–249, 2019.
A. Rares and R. J. Jorie, “The Effect Of The Price, Promotion, Location, Brand Image And Quality Products Towards The Purchase Decision Of Consumers At Bengkel Gaoel Store Manado Town Square,” Jurnal EMBA, vol. 3, no. 2, pp. 592–604, 2015.
N. A. H. Basri, R. Ahmad, F. I. Anuar, and K. A. Ismail, “Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay Upscale Restaurant,” Procedia - Social and Behavioral Sciences, vol. 222, pp. 324–331, 2016, doi: 10.1016/j.sbspro.2016.05.175.
L.-Y. Chang, Y.-J. Lee, and C.-L. Huang, “The Influence of E-Word-Of-Mouth on the Consumer’s Purchase Decision: a Case of Body Care Products,” Journal of Global Business Management, vol. 6, no. 2, pp. 1–7, 2010.
J. R. Hanaysha, “Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator,” International Journal of Information Management Data Insights, vol. 2, no. 2, p. 100102, 2022, doi: 10.1016/j.jjimei.2022.100102.
M. M. Ali and A. Suciana, “The Influencee of Location, Price and Service Quality On A House Purchase Decision,” www.ijbmm.com International Journal of Business Marketing and Management, vol. 4, no. 8, pp. 2456–4559, 2019.
P. Kotler, Manajemen pemasaran: Analisis, Perencanaan, Implementasi dan Kontrol. Jilid 1. Edisi Bahasa Indonesia dari Principles of Marketing. Jakarta: Penerbit PT. Prenhalindo, 2015.
E. Cahyono, “Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Handphone Merek Oppo Di Sleman Daerah Istimewa Yogyakarta,” JBMA (Jurnal Bisnis Manajemen dan Akuntansi), vol. 5, no. 1, pp. 61–75, 2018.
D. N. Harmadi and A. Rizal, “Pengaruh Citra Merek, Positive Word Of Mouth, dan Promosi Media Sosial Terhadap Keputusan Pembelian Dessert Box,” Jurnal Manajemen, vol. 11, no. 1, pp. 26–34, 2022.
L. Tulhusnah and T. Hariyadi, “Pengaruh Keragaman Produk, Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Toko Rani Louhan Di Payangan Bali,” Growth, vol. 19, no. 2, pp. 13–23, 2022, doi: 10.36841/growth-journal.v19i2.1607.
D. Angelia, “5 Gerai Dessert Terpopuler di Indonesia 2021,” GoodStat, 2022.
B. H. Sheppard Jon Hartwick Paul R Warshaw, J. A. Edell, and M. Chapman Burke, “The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research,” Journal of consumer, vol. 15, no. December, pp. 325–343, 1998.
Ajzen dan Fishbein, “Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison_Wesley,” 1975.
Kotler & Armstrong, “Principle Of Marketing, 15th edition. New Jersey: Pearson Prentice Hall.,” 2014.
Tjiptono, Pemasaran Jasa. Yogyakarta: Penerbit Andi, 2014.
Kotler & Keller, ““Marketing Management, 15th Edition" Pearson Education Limited. New Jersey,” 2016.
K. dan Amstrong, Prinsip-prinsip Pemasaran Jilid I. Jakarta: Erlangga, 2018.
C. W. Utami, Manajemen Ritel: Strategi dan Impelementasi Ritel Modern. Jakarta: Salemba Empat, 2012.
Sugiyono, Metode Penelitian Manajemen. Alfabeta, 2013.
Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. bandung: alfabeta, 2019.
Sugiyono, Metode PenelitianKombinasi(Mix Methods). Bandung: Alfabeta, 2015.
A. Ferdinanad, Metode Penelitian Manajemen. Badan Penerbit Universitas Diponegoro, 2006.
Sugiyono, Metode Kuantitatif, Kualitatif, dan R&D. C.V. Alfabeta, 2011.
I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro, 2018.
I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro, 2013.
I. Ghozali, Aplikasi Analisis Multivariate dengan Program SPSS Edisi ke 8. Semarang: Badan Penerbit Universitas Diponegoro, 2016.
Mahyus, “Pengaruh Kualitas Layanan terhadap Kepercayaan dimediasi Tingkat Kepuasan Konsumen pada PT . Japfa Comfeed Indonesia , TBK Cabang Makassar,” YUME?: Journal of Management, vol. 5, no. 2, pp. 155–169, 2022, doi: 10.37531/yume.vxix.345.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Tri Indah Nugraheni, Luk Luk Atul Hidayati
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
