Analysis of the Relationship Between Promotion and Brand Image on Consumer Purchase Interest (Case Study: Mie Gacoan Solo)
Keywords:
Promotion, Brand Image, Purchase InterestAbstract
The intense competition among entrepreneurs, especially in the culinary sector, demands that companies continuously sustain and grow. It is challenging for a company to retain existing customers and attract new ones without a positive and strong brand image. In addition to a good brand image, another marketing strategy that plays an important role in attracting consumer purchase interest is promotion. This study focuses on Mie Gacoan, specifically the Solo branch. Mie Gacoan is a well-known spicy noodle restaurant with many branches across Java and Bali. The restaurant is popular among various groups, especially the younger generation, as the noodles offered have a distinct spicy flavor, drawing the interest of young people to try them. This study uses a descriptive qualitative method, with a population consisting of the residents of Solo Raya, totaling 526,870 people who have consumed Mie Gacoan and are willing to complete a questionnaire. The results of the study show that promotion and brand image influence consumer
purchase interest in Mie Gacoan's Solo branch.
References
Ernawati, D. (2019). The Influence of Product Quality, Product Innovation and Promotion on Purchasing Decisions of Hi Jack Sandals Bandung Products. JWM (Journal of Management Insights), 7 (1), 17. https://doi.org/10.20527/jwm.v7i1.173
Haryani, D. S. (2019). The Influence of Advertising and Sales Promotion on Purchasing Decisions at Griya Puspandari Asri Housing Complex Tanjungpinang. Dimension Journal, 8 (1). https://doi.org/10.33373/dms.v8i1.1827
Irawan, F. B. (2019). Revealing Service Quality at Aulia Anugerah Pati Grocery Store. Paper Knowledge. Toward a Media History of Documents, 26–35. https://repository.usm.ac.id/files/skripsi/B11A/2015/B.111.15.0308/B.111.15.0308-15-File-Komplit-20200323090502.pdf
Rudi Gunawan Siregar. (2020). LITERATURE STUDY OF FACTORS INFLUENCING PURCHASING DECISIONS: PRICE, PROMOTION, TRUST, BRAND IMAGE AND PRODUCT QUALITY AT THE GUDANGGROSIRAN.COM ONLINE STORE. Journal of Educational Management and Social Sciences, 1(2), 1–13. https://doi.org/10.38035/JMPIS
Sutrisno, N., & Haryani, A. D. (2017). Influence of Brand and Product Quality on Customer’S Buying Decision in South Cikarang Bekasi Regency. Lentera Journal
Bisnis, 6(1), 85. https://doi.org/10.34127/jrlab.v6i1.169
Wijayanto, I., & Iriani, S. S. (2013). The Influence of Brand Image on Consumer Loyalty. Journal of Management Science, 1(3), 910–918. https://docplayer.info/33185704-Pengaruh-citra-merek-terhadap-loyalitaskonsumen.html Xian, Gou Li, et al. (2011). The Influence of Brand Image, Price, and Product Quality on
Purchasing Decisions of Xiaomi Brand Mobile Phones in Langsa City. Journal of Management and Finance Unsam, 6(1), 660–669.
Zhang, N., & Zheng, X. (2021). price and promotion Agent-based simulation of consumer purchase behavior based on quality, price and promotion.
Enterprise Information Systems, 00(00), 1–15. https://doi.org/10.1080/17517575.2019.1654133
Achsa, A., & Kurnianingsih(2019). Analysis of Brand Image, Promotion, and Consumer Purchase Interest (Case Study: Mie Gacoan Magelang)
http://ejurnal.budiutomomalang.ac.id/index.php/ecoducation/article/view/2019/1196
