Brand image effects and promotions on the decision of buying elpiji bright gas in the City of Palembang

Ahmad Alhafif Juliansyah; Marlina Widiyanti; Muchsin Saggaff Shihab; Zakaria Wahab

doi:10.21744/ijss.v7n1.2246

Authors

Ahmad Alhafif Juliansyah Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti
marlinawidiyanti@fe.unsri.ac.id
Sriwijaya University, Palembang, Indonesia
Muchsin Saggaff Shihab Universitas Bakrie, Jakarta, Indonesia
Zakaria Wahab Sriwijaya University, Palembang, Indonesia

Keywords:

brand image, consumer satisfaction, customer loyalty, promotion, purchasing decision

Abstract

This research was conducted to determine the influence of brand image and promotion on the purchasing decisions of Bright Gas LPG in Palembang City. The population in this study consists of all consumers who purchased Bright Gas LPG in Palembang during the years 2022-2023, with a total of approximately 470 consumers. The sample used in this study consisted of 100 respondents, utilizing the purposive sampling method. The results of the multiple linear regression analysis indicate that brand image and promotion have a positive and significant impact on purchasing decisions. Brand image, with a well-established brand image, necessitates the company's role in innovating and conducting research and distribution of Bright Gas LPG according to the market segment. Promotion needs to be attractive to consumers who make purchases in not-too-large quantities. For purchasing decisions, it is hoped to always provide the availability of Bright Gas LPG to avoid shortages.

Downloads

Download data is not yet available.

References

Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2019). Enhancing loyalty: When improving consumer satisfaction and delight matters. Journal of Business Research, 94, 18-27. https://doi.org/10.1016/j.jbusres.2018.08.040

Allender, W. J., & Richards, T. J. (2012). Brand loyalty and price promotion strategies: an empirical analysis. Journal of Retailing, 88(3), 323-342. https://doi.org/10.1016/j.jretai.2012.01.001

Amalia, N. (2019). Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Mie Endess Di Bangkalan). Jurnal Studi Manajemen Dan Bisnis, 6(2), 96-104.

Anwar, M., & Andrean, D. (2020). The Effect of Perceived Quality, Brand Image and Price on Purchase Decision. In Proceedings of the 4th International Conference on Sustainable Innovation Accounting and Management (Vol. 201).

Ernawati, R., Dwi, A. B., & Argo, J. G. (2021). Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta. Business Management Analysis Journal (BMAJ), 4(2), 200-218.

Firmanto, Y. (2019). Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Konsumen Pada Produk Chicken Kfc. Almana: Jurnal Manajemen dan Bisnis, 3(1), 74-83.

Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138, 218-227. https://doi.org/10.1016/j.techfore.2018.09.006

Foster, B. (2016). Impact of brand image on purchasing decision on mineral water product “Amidis” (Case study on bintang trading company). American Research Journal of Humanities and Social Sciences, 2(1), 1-11.

Fransiska, I., & Madiawati, P. N. (2021). Analisis Pengaruh Harga, Promosi, Kualitas Pelayanan, Dan Citra Merek Terhadap Keputusan Pembelian Pada Pengguna Shopee Di Bandung. eProceedings of Management, 8(4).

Greve, G. (2014). The moderating effect of customer engagement on the brand image–brand loyalty relationship. Procedia-Social and Behavioral Sciences, 148, 203-210. https://doi.org/10.1016/j.sbspro.2014.07.035

Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025. https://doi.org/10.1016/j.jbusres.2013.08.008

Gusrita, D., & Rahmidani, R. (2019). Pengaruh marketing mix dan lingkungan sosial terhadap keputusan pembelian online pakaian wanita di Kota Padang. Jurnal Ecogen, 1(4), 944-954.

Hakim, L., & Saragih, R. (2019). Pengaruh citra merek, persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen npk mutiara di ud. barelang tani jaya batam. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(2), 37-53.

Haqiqi, F., & Khuzaini, K. (2020). Pengaruh citra merek, kualitas pelayanan, atmosfer toko dan harga terhadap keputusan pembelian. Jurnal Ilmu dan Riset Manajemen (JIRM), 9(4).

Hendro, C. R., & Hidayat, W. (2018). Pengaruh kualitas produk, harga dan citra merek terhadap keputusan pembelian konsumen handphone merek iphone kota semarang. Jurnal Ilmu Administrasi Bisnis, 7(4), 177-184.

Islam, D. S. (2020). Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Pupuk Cair Amina di Mojokerto. Jurnal Ekonomi Dan Bisnis Islam.

Kebkole, V. I. (2018). Pengaruh Brand Image, Kemenarikan Produk dan Foreign Branding Terhadap Keputusan Pembelian Berulang Breadtalk (Studi kasus pada Breadtalk Lippo Plaza Bogor 2).

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education, Inc.

Leal, G. P. A., Hor-Meyll, L. F., & de Paula Pessôa, L. A. G. (2014). Influence of virtual communities in purchasing decisions: The participants' perspective. Journal of Business Research, 67(5), 882-890. https://doi.org/10.1016/j.jbusres.2013.07.007

Lingceng, W. U., Yi, Q. U., Shuo, Z. H. A. O., & Shu, Z. H. O. U. (2022). The impact of brand image on laptop purchasing intention—the moderating role of consumer ethnocentrism. International Journal of Business, Economics and Management, 9(1), 1-19.

Mahanani, E. (2018). Pengaruh citra merek, kualitas produk, harga dan gaya hidup terhadap keputusan pembelian produk Mataharimall. Com. Journal Ikhraith Humaniora, 2(1), 53-61.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002

Mishra, K. (2019). Influential marketing strategies adopted by the cement industries. International Journal of Research-GRANTHAALAYAH.

Munson, C. L., & Hu, J. (2010). Incorporating quantity discounts and their inventory impacts into the centralized purchasing decision. European Journal of operational research, 201(2), 581-592. https://doi.org/10.1016/j.ejor.2009.03.043

Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030. https://doi.org/10.1016/j.annals.2011.01.015

Nasution, A. E., Putri, L. P., & Lesmana, M. T. (2019). Analisis pengaruh harga, promosi, kepercayaan dan karakteristik konsumen terhadap keputusan pembelian konsumen pada 212 mart di kota medan. In Prosiding Seminar Nasional Kewirausahaan (Vol. 1, No. 1, pp. 165-173).

Nasution, S. L. A., Limbong, C. H., & Ramadhan, D. A. (2020). Pengaruh kualitas produk, citra merek, kepercayaan, kemudahan, dan harga terhadap keputusan pembelian pada e-commerce shopee (Survei Pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43-53.

Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621-632.

Novita, M. D. Ujianto, & Panjaitan, H. (2019). The Influence of Product Quality, Brand Image and Product Attraction Purchase of Impulsif Purchases and Its Impact on Intention To Buy Ajifol Liquid Organic Fertilizers in East Java.

Pratama, D. W., & Santoso, S. B. (2018). Pengaruh citra merek, kualitas produk dan harga terhadap keputusan pembelian melalui kepercayaan konsumen pada produk stuck original. Diponegoro Journal of Management, 7(2), 139-149.

Ramadhan, A. F., Wahab, Z., Shihab, M. S., & Widiyanti, M. (2022). The effect of brand image and price changes on the purchase decision of cement products in the city of Palembang. International Journal of Social Sciences, 5(1), 24-28. https://sloap.org/journal/index.php/ijss/article/view/1837

Saputra, I., Lewangka, O., & Munir, A. R. (2020). The influence of product quality and promotion on repurchase Pertamax through consumer satisfaction in Makassar City. Hasanuddin Journal of Business Strategy, 2(2), 79-92.

Tulangow, S. G., Tumbel, T. M., & Walangitan, O. F. (2019). Pengaruh Promosi dan Harga Terhadap Keputusan Pada Pembelian PT. Shopee International Indonesia Di Kota Manado. Jurnal Administrasi Bisnis (JAB), 9(3), 35-43.

Tyas, S. A., & Hartelina, H. (2021). Pengaruh Promosi dan Brand Image terhadap Keputusan Pembelian Pada E-Commerce Bukalapak. YUME: Journal of Management, 4(1).

Utomo, P. B., & Waloejo, H. D. (2018). Pengaruh Brand Image, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa (Studi Kasus (Penumpang Ka Kaligung Pt Kai Daop Iv Semarang). Jurnal Ilmu Administrasi Bisnis, 7(4), 155-159.

Von Helversen, B., Abramczuk, K., Kope?, W., & Nielek, R. (2018). Influence of consumer reviews on online purchasing decisions in older and younger adults. Decision Support Systems, 113, 1-10. https://doi.org/10.1016/j.dss.2018.05.006

Wangarry, C. L., Tumbel, A., & Karuntu, M. M. (2018). Pengaruh bauran pemasaran terhadap keputusan pembelian sepeda motor honda di PT. Hasjrat Abadi Ranotana. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4).