Peran Promosi dan Citra Merek dalam Meningkatkan Keputusan Pembelian Online
Abstract
Purchasing decisions play an important role for the survival and development of a company, as well as a product because consumers ultimately decide to choose at least one option between at least two available options. Purchasing decisions can be influenced by the promotional activities carried out and the brand image of a product. The purpose of this study was to determine the effect of promotion and brand image on purchasing decisions. This research was conducted in Gianyar Regency towards people who have shopped on the e-commerce site Shopee with 130 respondents who acted as purchasing decision makers using purposive sampling technique.. The data that has been collected is then tested for validity and reliability, followed by a classic assumption test and multiple linear regression analysis. The results of the analysis conclude that promotion and brand image have a positive and significant effect on purchasing decisions.
References
Amilia, S & Asmara, M. . (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.
Amron, A. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars. European Scientific Journal, ESJ, 14(13), 228. https://doi.org/10.19044/esj.2018.v14n13p228
Armayani, A., & Jatra, I. M. (2019). Peran Brand Image Memediasi Promosi dan Harga Terhadap Keputusan Pembelian Smartphone Samsung di Kota Denpasar. E-Jurnal Manajemen, 8(8), 5222-5239.
Ayuningtyas, N., Handoyo, H., & Listyorini, S. (2014). Pengaruh Kualitas Produk, Promosi dan Layanan Purna Jual Terhadap Keputusan Pembelian Mobil Toyota Rush (Studi Kasus Di Nasmoco Pemuda Semarang). Diponegoro Journal of Social and Political Science, 1-10.
Bakri, M., Krisjanous, J., & Richard, J. E. (2020). Decoding service brand image through user-generated images. Journal of Services Marketing, 34(4), 429-442. https://doi.org/10.1108/JSM-11-2018-0341
Bawono, A., Isanawikrama, I., Arif, K., & Kurniawan, Y. J. (2018). Pengaruh Perilaku Konsumen, Brand Image dan Promosi Terhadap Keputusan Pembelian Online Pada Situs Belanja Online (Studi Kasus Pada Situs Belanja Online XYZ).Jurnal Pengabdian Dan Kewirausahaan, 2(2), 130-144.
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1), 191-216. https://doi.org/10.1108/03090561111095658
Cassia, F., Cobelli, N. & Ugolini, M. (2017). The effects of goods-related and service-related B2B brand images on customer loyalty. Journal of Business & Industrial Marketing, 32(5), 722-732.
Chan, H., Boksem, M., Smidts, A., & Chan, H. (2018). Neural profiling of Brands: Mapping Brand Image in Consumers Brains with Visual Templates". Journal of Marketing Research, 55(4), 600-615.
Dane, N., Sukaatmadja, I.P.G., & Budiasa, I. . (2013). Analisis Pengaruh Biaya Promosi Terhadap Nilai Penjualan Produk Pada UD. Kopi Bali Banyuatis. Jurnal Manajemen Agribisnis, 1(1), 1-15.
Dewantara, A. A., & Nurcahya, I. K. (2017). Peran Ekuitas Merek Dalam Memediasi Bauran Promosi dengan Keputusan Pembelian. E-Jurnal Manajemen Unud, 6(8), 4538-4568.
Diallo, M. F., Chandon, J. L., Cliquet, G., & Philippe, J. (2013). Factors influencing consumer behaviour towards store brands: Evidence from the French market. International Journal of Retail & Distribution Management, 41(6), 422-441. https://doi.org/10.1108/09590551311330816
Fransiska, P. A., & Seminari, N. K. (2018). Peran Citra Merek Dalam Memediasi Pengaruh Daya Tarik Iklan Terhadap Niat Beli Honda PCX 150. E- Jurnal Manajemen Unud, 7(7), 3797-3826.
Han, H., Yu, J., Chua, B.-L., Lee, S. & Kim, W. (2019). Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase: Full-service vs low-cost carriers in South Korea. International Journal of Contemporary Hospitality Management, 31(4), 1588-1608. https://doi.org/10.1108/IJCHM-05-2018-0376
Hanaysha, J. . (2018). An examination of the factors affecting consumer purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7-23. https://doi.org/10.1108/prr-08-2017-0034
Honggoriansyah, D., Karo, P. K., & Permatasari, M. (2020). Pengaruh promosi dan harga terhadap keputusan pembelian pada hotel berbintang tiga di kota palembang. Jurnal Kepariwisataan Dan Hospitalitas, 4(2), 82-102.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946
Jara, M., & Cliquet, G. (2012). Retail brand equity: Conceptualization and Measurement. Journal of Retailing and Consumer Services, 19(1), 140-149. https://doi.org/10.1016/j.jretconser.2011.11.003
Jiang, Z., Nagasawa, S., & Watada, J. (2014). Luxury fashion brand image building: The role of store design in Bally and Tod Japan. Management Decision, 52(7), 1288-1301. https://doi.org/10.1108/MD-11-2012-0809
Kaharu, D., & Budiarti, A. (2016). Pengaruh Gaya Hidup, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian pada Cosmic. Jurnal Ilmu Dan Riset Manajemen, ISSN: 2461-0593, 5(3), 1-24.
Karimi, S., Papamichail, K.N., & Holland, C. . (2015). The effect of prior knowledge and decisionmaking style on the online purchase decision-making process: a typology of consumer shopping behaviour. Decision Support Systems, 77, 137-147.
Kittur, P., & Chatterjee, S. (2020). Goods and services related brand image and B2B customer loyalty: effects of construal level. Journal of Business and Industrial Marketing, 36(1), 17-30. https://doi.org/10.1108/JBIM-06-2019-0284
Kotler, P., & Keller, K. L. (2012). Marketing Management. 14th Edition. Harlow: Pearson Education.
Maharani Putri, N. P. J., & Kusumadewi, N. M. W. (2018). Peran Citra Merek Memediasi Pengaruh Iklan Terhadap Keputusan Pemeblian Es Krim Walls Magnum.- Jurnal Manajemen Unud, 7(8), 4355-4384.
Panda, S., Pandey, S. C., Bennete, A., & Tian, X. (2018). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234-251.
Pratiwi, N. K. A., & Ekawati, N. W. (2020). Brand Image Memediasi Hubungan E-Commerce Dengan Keputusan Pembelian Konsumen. E- Jurnal Manajemen, 9(6), 2268-2287.
Priantono, T. S., & Soekotjo, H. (2019). Pengaruh Kualitas Produk, Harga, Promosi, dan Citra Merek Terhadap Keputusan Pembelian Produk Eiger pada Mahasiswa Stiesia Surabaya. Jurnal Ilmu Dan Riset Manajemen (JIRM), 8(4), 1-21.
Rachmawati, E., Suliyanto, S., &, & Suroso, A. (2020). A moderating role of halal brand awareness to purchase decision making. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-05-2020-0145
Restuputra, M. D. P., & Rahanatha, G. B. (2020). Promosi Penjualan, Store Atmosphere, dan Brand Image Berpengaruh Terhadap Repurchase Intention. E-Jurnal Manajemen, 9(8), 3019-3039.
Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness-Brand quality inference and consumers risk perception in store brands of food products. Food Quality and Preference, 32(PC), 289-298. https://doi.org/10.1016/j.foodqual.2013.09.006
Rusmini, R. (2013). Strategi Promosi sebagai Dasar Peningkatan Respons Konsumen. Ragam Jurnal Pengembangan Humaniora, 13(1), 73-79.
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748-1768. https://doi.org/10.1108/MD-04-2017-0363
Sanjaya, S. (2015). Pengaruh Promosi Dan Merek Terhadap Keputusan Pembelian Pada PT. Sinar Sosro Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 16(02), 108-122.
Sanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian. E- Jurnal Manajemen, 8(11), 6721-6740.
Saraswati, A. R., & Rahyuda, I. K. (2017). Brand Image Memediasi Kualitas Produk dan Harga Dengan Keputusan Pembelian Smartphone Apple di Kota Denpasar. E- Jurnal Manajemen, 6(6), 3252-3282.
Simanjuntak, E. S. M., & Ardani, I. G. K. S. (2018). Peran Brand Image Memediasi Pengaruh Promosi dan Harga Terhadap Loyalitas Konsumen Uber Taksi di Denpasar. E- Jurnal Manajemen Unud, 7(2), 874-904.
Solomon, M. (2012). Consumer Behavior. 10th Edition. New Jersey: Pearson Education.
Susilo, H., Haryono, A. T., & Mukery, M. (2018). Analisis Pengaruh Harga, Kualitas Pelayanan, Promosi, dan Kepercayaan terhadap Kepuasan Konsumen dengan Keputusan Berkunjung sebagai Variabel Intervening di Hotel Amanda Hills Bandungan. Jurnal Manajemen Unpad, 4(4), 1-20. http://jurnal.unpand.ac.id/index.php/MS/article/view/989
Syed Alwi, S. F., Nguyen, B., Melewar, T., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116(5), 858-882.
Tjiptono, F. (2014). Pemasaran Jasa Prinsip, Penerapan, dan Penelitian. Yogyakarta: Andi Offset.
Veronika, J., & Hikmah, H. (2020). Pengaruh Kualitas Produk, Promosi dan Citra Merek Terhadap Keputusan Pembelian Keripik Tempe Di Kota Batam. Jurnal Ilmiah Ekonomi Dan Bisnis Triangle, 1(2), 210-223.
Yun, J. H., Rosenberger, P. J., & Sweeney, K. (2020). Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement. Asia Pacific Journal of Marketing and Logistics, 33(3), 755-782. https://doi.org/10.1108/APJML-07-2019-0444
