Analisa Pengaruh Attribute, Promotion, Service Quality, dan Social Media Marketing terhadap Image dan Purchase Decision Usaha Oleh-Oleh Kuliner Kota Batam
Abstract
This study aims to determine whether attributes, promotion, service quality, and social media marketing can influence image and purchase decisions. The object of research includes consumers of culinary souvenir shops in the city of Batam. Data collection was carried out by distributing questionnaires to 180 respondents. The collected data were processed by using partial least square (PLS). The results found that seven of the eight hypotheses tested had a significant positive relationship. The hypothesis includes attributes to image, promotion to image, service quality to image, attribute to purchase decision, promotion to purchase decision, social media marketing to purchase decision, and image to purchase decision. Meanwhile, service quality on purchase decisions is declared insignificant.
Keywords:
Purchase Decision, Image, Promotion, Service Quality, dan Social Media Marketing
References
Agung, A. A. P., Tamba, M., & Suryawathy, I. G. A. (2015). The Influence of Tourism Attributes and Promotion on the Consumer Image and Decision to Revisit Kintamani Ecotourism, Bangli Regency. Management and Organizational Studies, 2(3), 72–79. https://doi.org/10.5430/mos.v2n3p72
Albari, & Safitri, I. (2018). The Influence of Product Price on Consumers’ Purchasing Decisions. Review of Intagrative Business & Economics Research, 7(2), 328–337. http://buscompress.com/journal-home.html
Ali, M. M., & Suciana, A. (2019). The Influencee of Location, Price and Service Quality On A House Purchase Decision. International Journal of Business Marketing and Management, 4(8), 2456–4559. www.ijbmm.com
Anggita, R., & Ali, H. (2017). The Influence of Product Quality Service Quality and Price to Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin, 3(4), 180–187. https://doi.org/10.21276/sb
Anindityo, M., Sumarwan, U., & Tinaprilla, N. (2017). The Influence of Marketing Mix and Consumer Knowledge Toward Kefir Mask Consumer Decision Process. British Journal of Marketing Studies, 6(1), 1–15.
Badan Pusat Statistik. (2019). Statistika Perkembangan Pariwisata dan Transportasi Nasional. Perkembangan Pariwisata Dan Transportasi Nasional Juli 2019, 72(9), 1–16.
Gama, A. W. S., Rustiarini, N. W., & Anggraini, N. P. N. (2018). Imaging and Purchasing Decision in Traditional Art Market : Guwang Sukawati. International Research Journal of Management, IT & Social Sciences, 5(2), 175. https://doi.org/10.21744/irjmis.v5i2.637
Hair, J. F., William, J., Black, C., Babin, B. J., & Anderson, R. E. (2017). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach. https://doi.org/10.1002/9781118895238.ch8
Hanaysha, J. R. (2018). An Examination of the Factors Affecting Consumer’s Purchase Decision in the Malaysian Retail mMarket. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/prr-08-2017-0034
Hasan, S., Wahid, M., & Basalamah, M. S. (2016). Marketing Mix Effect on The Decision of Customers in The Matter In Choosing The Home Purchase Loans In PT . BNI 46 Griya BNI ( Persero ) Tbk Branch Makassar. International Journal of Business and Management Invention, 5(6), 20–30.
Ida, Z., & Hidayati, I. N. (2020). Brand Image and Product Quality Against Purchase Decision: Sariayu hijab shampoo competitive environment. IOP Conference Series: Earth and Environmental Science, 469(1). https://doi.org/10.1088/1755-1315/469/1/012109
Kurnianto, W. M., Rosalina, S. S., & Nurminingsih, N. (2019). Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention. International Journal of Multicultural and Multireligious Understanding, 6(2), 86. https://doi.org/10.18415/ijmmu.v6i2.654
Kurniawan, P., & Sidharta, I. (2016). Servqual on Brand Image and Relationship Equity. International Review of Management and Marketing, 6(4), 866–871.
Massie, K. S. (2016). the Effect of Social Media, Direct Email, and Electronic Word-of Mouth (E-Wom) on Consumer Purchase Decision At Zalora Fashion Online Store. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(2), 714–725.
Monica, E. (2018). Pengaruh Harga, Lokasi, Kualitas Bangunan dan Promosi Terhadap Minat Beli Perumahan Taman Safira Bondowoso. International Journal of Social Science and Business, 2(2), 141–149.
Nasar, K. K., & Manoj, P. K. (2015). Purchase Decision for Apartments : A Closer Look Into the Major Influencing Factors. International Journal of Research in Applied, Natural and Social Sciences, 3(5), 105–112. https://doi.org/20\6\2015
Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., & Mustapha, W. N. W. (2019). Brand Image and Consumer Satisfaction Towards Islamic Travel Packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 188–202. https://doi.org/10.1108/apjie-02-2019-0007
Oladepo, O. I. and, & Abimbola, O. S. (2015). The Influence Of Brand Image And Promotional Mix On Consumer Buying Decicion - A Study Of Beverage Consumers In Lagos State, Nigeria. British Journal of Marketing Studies, 3(4), 97–109.
Peylika, & Basri, H. A. (2019). Factors Influencing Customer Satisfaction through Purchase Decision at Ramayana Department Store. International Journal of Innovative Science and Research Technology, 4(7), 857–865.
Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social Media Usage, Electronic Word of Mouth and Purchase-Decision Involvement. In Asia-Pacific Journal of Business Administration (Vol. 9, Issue 2). https://doi.org/10.1108/APJBA-06-2016-0063
Putra, E. (2019). The Influence of Promotion and Brand Image Toward Purchase Decision of Honda Vario. Jurnal Apresiasi Ekonomi, 7(1), 121–130. https://doi.org/10.31846/jae.v7i1.205
Rachmawati, D., Shukri, S., Ferdous Azam, S. M., & Khatibi, A. (2019). Factors Influencing Customers’ Purchase Decision of Residential Property in Selangor, Malaysia. Management Science Letters, 9(9), 1341–1348. https://doi.org/10.5267/j.msl.2019.5.016
Satyanegara, A., & Setiawati, C. irna. (2016). Product Attributes and Price on Purchase Decision of Xiaomi Smartphone. Trikonomika, 15(1), 40. https://doi.org/10.23969/trikonomika.v15i1.398
Statistik, B. P. (2019). Statistik Kependudukan Kota Batam. https://batamkota.bps.go.id/
Tatisiati. (2015). Perkembangan Pariwisata di Indonesia. Wordpress.Com. https://bazthoenk.wordpress.com/2015/06/14/perkembangan-pariwisata-di-indonesia/
Utomo, I. B., Amrison, & Butomi. (2018). Model of Purchase Decision : a Study on Consumer of Produgen Brand Milk Product. International Journal of Economics, Business and Management Research, 2(02), 507–514.
Vongurai, R., Elango, D., & Phothikitti, K. (2018). Social Media Usage , Electronic Word of Mouth and Trust Influence Purchase-Decision Involvement in Using Traveling Services. Asia Pasific Journal of Multidisiplin Research, 6(4), 32–37.
Albari, & Safitri, I. (2018). The Influence of Product Price on Consumers’ Purchasing Decisions. Review of Intagrative Business & Economics Research, 7(2), 328–337. http://buscompress.com/journal-home.html
Ali, M. M., & Suciana, A. (2019). The Influencee of Location, Price and Service Quality On A House Purchase Decision. International Journal of Business Marketing and Management, 4(8), 2456–4559. www.ijbmm.com
Anggita, R., & Ali, H. (2017). The Influence of Product Quality Service Quality and Price to Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin, 3(4), 180–187. https://doi.org/10.21276/sb
Anindityo, M., Sumarwan, U., & Tinaprilla, N. (2017). The Influence of Marketing Mix and Consumer Knowledge Toward Kefir Mask Consumer Decision Process. British Journal of Marketing Studies, 6(1), 1–15.
Badan Pusat Statistik. (2019). Statistika Perkembangan Pariwisata dan Transportasi Nasional. Perkembangan Pariwisata Dan Transportasi Nasional Juli 2019, 72(9), 1–16.
Gama, A. W. S., Rustiarini, N. W., & Anggraini, N. P. N. (2018). Imaging and Purchasing Decision in Traditional Art Market : Guwang Sukawati. International Research Journal of Management, IT & Social Sciences, 5(2), 175. https://doi.org/10.21744/irjmis.v5i2.637
Hair, J. F., William, J., Black, C., Babin, B. J., & Anderson, R. E. (2017). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach. https://doi.org/10.1002/9781118895238.ch8
Hanaysha, J. R. (2018). An Examination of the Factors Affecting Consumer’s Purchase Decision in the Malaysian Retail mMarket. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/prr-08-2017-0034
Hasan, S., Wahid, M., & Basalamah, M. S. (2016). Marketing Mix Effect on The Decision of Customers in The Matter In Choosing The Home Purchase Loans In PT . BNI 46 Griya BNI ( Persero ) Tbk Branch Makassar. International Journal of Business and Management Invention, 5(6), 20–30.
Ida, Z., & Hidayati, I. N. (2020). Brand Image and Product Quality Against Purchase Decision: Sariayu hijab shampoo competitive environment. IOP Conference Series: Earth and Environmental Science, 469(1). https://doi.org/10.1088/1755-1315/469/1/012109
Kurnianto, W. M., Rosalina, S. S., & Nurminingsih, N. (2019). Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention. International Journal of Multicultural and Multireligious Understanding, 6(2), 86. https://doi.org/10.18415/ijmmu.v6i2.654
Kurniawan, P., & Sidharta, I. (2016). Servqual on Brand Image and Relationship Equity. International Review of Management and Marketing, 6(4), 866–871.
Massie, K. S. (2016). the Effect of Social Media, Direct Email, and Electronic Word-of Mouth (E-Wom) on Consumer Purchase Decision At Zalora Fashion Online Store. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(2), 714–725.
Monica, E. (2018). Pengaruh Harga, Lokasi, Kualitas Bangunan dan Promosi Terhadap Minat Beli Perumahan Taman Safira Bondowoso. International Journal of Social Science and Business, 2(2), 141–149.
Nasar, K. K., & Manoj, P. K. (2015). Purchase Decision for Apartments : A Closer Look Into the Major Influencing Factors. International Journal of Research in Applied, Natural and Social Sciences, 3(5), 105–112. https://doi.org/20\6\2015
Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., & Mustapha, W. N. W. (2019). Brand Image and Consumer Satisfaction Towards Islamic Travel Packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 188–202. https://doi.org/10.1108/apjie-02-2019-0007
Oladepo, O. I. and, & Abimbola, O. S. (2015). The Influence Of Brand Image And Promotional Mix On Consumer Buying Decicion - A Study Of Beverage Consumers In Lagos State, Nigeria. British Journal of Marketing Studies, 3(4), 97–109.
Peylika, & Basri, H. A. (2019). Factors Influencing Customer Satisfaction through Purchase Decision at Ramayana Department Store. International Journal of Innovative Science and Research Technology, 4(7), 857–865.
Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social Media Usage, Electronic Word of Mouth and Purchase-Decision Involvement. In Asia-Pacific Journal of Business Administration (Vol. 9, Issue 2). https://doi.org/10.1108/APJBA-06-2016-0063
Putra, E. (2019). The Influence of Promotion and Brand Image Toward Purchase Decision of Honda Vario. Jurnal Apresiasi Ekonomi, 7(1), 121–130. https://doi.org/10.31846/jae.v7i1.205
Rachmawati, D., Shukri, S., Ferdous Azam, S. M., & Khatibi, A. (2019). Factors Influencing Customers’ Purchase Decision of Residential Property in Selangor, Malaysia. Management Science Letters, 9(9), 1341–1348. https://doi.org/10.5267/j.msl.2019.5.016
Satyanegara, A., & Setiawati, C. irna. (2016). Product Attributes and Price on Purchase Decision of Xiaomi Smartphone. Trikonomika, 15(1), 40. https://doi.org/10.23969/trikonomika.v15i1.398
Statistik, B. P. (2019). Statistik Kependudukan Kota Batam. https://batamkota.bps.go.id/
Tatisiati. (2015). Perkembangan Pariwisata di Indonesia. Wordpress.Com. https://bazthoenk.wordpress.com/2015/06/14/perkembangan-pariwisata-di-indonesia/
Utomo, I. B., Amrison, & Butomi. (2018). Model of Purchase Decision : a Study on Consumer of Produgen Brand Milk Product. International Journal of Economics, Business and Management Research, 2(02), 507–514.
Vongurai, R., Elango, D., & Phothikitti, K. (2018). Social Media Usage , Electronic Word of Mouth and Trust Influence Purchase-Decision Involvement in Using Traveling Services. Asia Pasific Journal of Multidisiplin Research, 6(4), 32–37.
Published
2021-06-01
How to Cite
Suprapto, Y., & Surianti, S. (2021). Analisa Pengaruh Attribute, Promotion, Service Quality, dan Social Media Marketing terhadap Image dan Purchase Decision Usaha Oleh-Oleh Kuliner Kota Batam. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 4(2), 1010-1020. https://doi.org/https://doi.org/10.36778/jesya.v4i2.468
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
