Pengaruh Promosi Dan Citra Merek Terhadap Minat Beli Produk Oleh-oleh Pesisir Di Kabupaten Pangandaran

Agra Nidzar Al Rabindra, Marheni Eka Saputri

Abstract

Abstrak Oleh-oleh Pesisir merupakan tempat pemasaran UMKM terpadu Kabupaten Pangandaran. Salah satu strategi marketing yang efektif adalah melalui promosi. Kuatnya citra merek akan memberikan daya tarik tersendiri bagi para konsumen. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Promosi dan Citra Merek secara parsial terhadap Minat Beli dan seberapa besar pengaruh Promosi dan Citra Merek secara simultan terhadap Minat Beli produk Oleh-oleh Pesisir. Variabel promosi yang membahas frekuensi promosi, kualitas promosi, kuantitas promosi, waktu promosi, informasi jelas, ketepatan/sasaran, serta citra merek yang membahas strength of brand association, favorability of brand associations, uniqueness of brand association, dan minat beli yang membahas attention, interest, desire, dan action. Metode penelitian yang digunakan adalah kuantitatif dengan jenis penelitian deskriptif dan kausal. Populasi pada penelitian ini adalah semua orang yang mengetahui Oleh-oleh Pesisir Pangandaran dengan jumlah sampel 100 responden dan teknik sampling yang digunakan yaitu metode non probability sampling dengan teknik incidental sampling. Teknik analisis data yang digunakan yaitu analisis regresi linier berganda. Berdasarkan hasil penelitian yang dilakukan, presentase promosi, citra merek dan minat beli masuk dalam kategori baik dengan rentang nilai 68%-84%, dan pengaruh Promosi secara parsial terhadap Minat Beli sebesar 18,3%, dan pengaruh Citra Merek secara parsial terhadap Minat Beli sebesar 35,1%, sedangkan Promosi dan Citra Merek secara simultan berpengaruh signifikan terhadap Minat Beli produk Oleh-oleh Pesisir sebesar 53,6% dan sisanya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian. Kata kunci: Citra Merek, Minat Beli, Promosi Abstract Oleh-oleh Pesisir is a marketing place for integrated MSME Kabupaten Pangandaran. One effective marketing strategy is through promotion. The strong brand image will provide a special attraction for consumers. This study aims to determine how much the influence of Promotion and Brand Image partially on Purchase Intention and how much the influence of Promotion and Brand Image simultaneously on Purchase Intention of product Oleh-oleh Pesisir. Promotional variables that discuss promotion frequency, promotion quality, promotion quantity, promotion time, clear information, accuracy / target, and brand image that discusses the strength of brand association, favorability of brand associations, uniqueness of brand association, and purchase intention that discus attention, interest, desire, and action. The research method used is quantitative with the type of descriptive and causal research. The population in this study were all people who knew Oleh-oleh Pesisir Pangandaran with a sample size of 100 respondents and the sampling technique used was a non probability sampling method with incidental sampling technique. The data analysis technique used is multiple linear regression analysis. Based on the results of the research conducted, the percentage of promotion, brand image and purchase intention are in the good category with a value range of 68% -84%, and the effect of promotion partially on purchase intention by 18.3%, and the effect of partial brand image on purchase intention is 35.1%, while the Promotion and Brand Image simultaneously has a significant effect on the Purchase Intention Oleh-oleh Pesisir of 53.6% and the rest is influenced by other variables not examined in the study. Keywords: Brand Image, Promotion, Purchase Intention

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0