THE INFLUENCE OF PRODUCT QUALITY, PROMOTION, AND BRAND AWARENESS ON PURCHASE DECISIONS FOR MIXUE ICE CREAM & TEA

Authors

  • Meisya Noor Salsa Bila Muhammadiyah university of Purwokerto
  • Erny Rachmawati
  • Tri Septin Muji Rahayu
  • Restu Frida Utami

DOI:

https://doi.org/10.24127/jm.v18i2.2375

Abstract

This research aims to analyze the influence of product quality, promotion and brand awareness on purchasing decisions for Mixue products in Purwokerto. The research method used is quantitative, and the data analysis method is descriptive statistics. Samples were taken using the Accidental Sampling technique, based on the lemeshow formula, 96.4 respondents were obtained, while the results of obtaining respondents were 125 respondents. Data collection used questionnaires distributed offline. From the data that has been obtained and processed using SPPS26, the results show that product quality has a negative and insignificant effect on purchasing decisions. While the promotion and brand awareness variables have a positive and significant effect on purchasing decisions.

Keywords: Product quality, Promotion, Brand awareness, Purchasing Decisions

References

Aditya M Iip (2023,6 januari). Makin Menggurita, Mixue Memiliki gerai Terbanyak ke-5 di Dunia. https://goodstats.id/infographic/makin-menggurita-mixue-miliki-gerai-terbanyak-ke-5-di-dunia-5tNRw

Aditya, G., Ristanto, H., & Catur, C. (2021). Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian. Jurnal Bingkai Ekonomi (JBE), 6(1), 58-71

Amelfdi, F. J., & Ardyan, E. (2020). Pengaruh brand awareness, Brand Image, Dan Kualitas Produk Terhadap Keputusan pembelian. Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 5(6), 473-483.

Amalia, I. K., & Maskur, A. (2023). Pengaruh Kualitas Produk, Persepsi Harga dan Lokasi terhadap Keputusan Pembelian (Studi Kasus Rocket Chicken Cabang Kabupaten Kendal). Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(1), 166-172.

Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39-50.

Ernawati, D. (2019). Pengaruh kualitas produk, inovasi produk dan promosi terhadap keputusan pembelian produk Hi Jack sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17-32.

Febriana, P. (2020). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pada Lazizaa Chicken And Pizza Di Jambangan Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(1).

Ghozali, I. 2018. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Ihsan, M. N., Wahono, B., & Rizal, M. (2023). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Es Krim Mixue (Studi Pada Mahasiswa Manajemen 2019 Universitas Islam Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(02).

Kurniawan, K. J., Wahyudi, R., & Hellyani, C. A. (2023). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Produk Mixue di Kota Malang. Jurnal Riset Manajemen dan Ekonomi (JRIME), 1(3), 231-242.

Kotler, P., & Keller K. L. (2016). Marketing Management 15th Edition. Boston: Pearson Education [11] Kotler, P.,& Amstrong, G. (2018). Principles of Marketing 17th Edition . Peorson Education

Marlius, D., & Noveliza, K. (2022). Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Produk Sepatu Converse Pada Toko Babee. Shopp Padang. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 2(1), 255-268.

Muthiah, F., & Setiawan, B. (2019). Pengaruh Brand Awareness, Brand Characteristic, dan Emotional Branding terhadap Keputusan Pembelian. Jurnal Ilmiah Manajemen Kesatuan, 7(2), 259-267.

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.

Paludi, S., & Juwita, R. (2021). Pengaruh Persepsi Harga, Lokasi Dan Kualitas Produk Terhadap Keputusan Pembelian.

Prilano, K., Sudarso, A., & Fajrillah, F. (2020). Pengaruh harga, keamanan dan promosi terhadap keputusan pembelian toko online lazada. Journal of Business and Economics Research (JBE), 1(1), 1-10. [16] Rachmawati, etc (2024). 2024. “In Mixue Products in Sidoarjo Pengaruh Citra Merek , Promosi Dan Kualitas Produk Terhadap Minat Beli Ulang Pada.†5(2):4725–36.

Ramadani, M. (2019). Pengaruh kualitas pelayanan, promosi dan lokasi terhadap keputusan pembelian di toko handphone. IQTISHADequity jurnal MANAJEMEN, 1(2).

Rosmayanti, M. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue. Journal on Education, 5(3), 8126-8137.

Sugianto, A., & Rahman, S. (2019). Pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian lampu shinyoku di cv. Sinar abadi pekanbaru. Procuratio: Jurnal Ilmiah Manajemen, 7(2), 174-184.

Sugiyono . 2020. Metode Penelitian Kuantitatif Kualitataif dan R & D. Bandung: Penerbit Alfabet.

Supangkat, A. S., & Pudjoprastyono, H. (2022). Pengaruh brand image dan brand awareness terhadap keputusan pembelian produk Sariayu Martha Tilaar di Kota Surabaya. Widya Manajemen, 4(2), 140-149.

Supu, L. P., Lumanauw, B., & Poluan, J. G. (2021). Pengaruh harga produk, promosi, dan kualitas produk terhadap keputusan pembelian konsumen pada produk smartphone samsung di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(3), 919-928.

Surabagiarta, I. K., & Purnaningrum, E. (2021). Pengaruh Brand Image, Brand Awareness, dan Persepsi Kualitas Terhadap Keputusan Pembelian The Body Shop. Journal of Sustainability Bussiness Research (JSBR), 2(2), 294-301.

Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 18(01), 41-53.

Other sources : Wikipedia.com(2023,28 September).Mixue Ice Cream & Tea,dibuka pada bulan januari 2024

https://id.wikipedia.org/wiki/Mixue_Ice_Cream_%26_Tea

Kusnandar B. V., (2022). Makanan dan Minuman Jadi Kontributor Terbesar PDB Sektor Industri Kuartal II-2022. Diakses pada bulan januari 2024 https://databoks.katadata.co.id/datapublish/2022/08/10/makanan-dan-minuman-jadi-kontributor-terbesar-pdb-sektor-industri-kuartal-ii-2022

Ahdiat A., (2023). Penjualan Es Krim Naik Selama Pandemi, Tembus Hingga Rp6 Triliun Pada 2021. Databoks. Diakses pada awal februari 2024 https://databoks.katadata.co.id/datapublish/2023/03/30/penjualan-es-krim-naik-selama-pandemi-tembus-rp6-triliun-pada-2021

Putri H.M.A., (2023). Mixue Lewat! Inilah Dia F&B Dengan Gerai Terbanyak Didunia. CNBCIndonesia, diakses pada bulan maret 2024

https://www.cnbcindonesia.com/research/20230103093131-128-402302/mixue-lewat-ini-dia-fb-dengan-gerai-terbanyak-di-dunia

Downloads

Additional Files

Published

2024-11-26

Issue

Vol. 18 No. 2 (2024): November

Section

Articles

License

Licensing and Reuse Rights

All articles published in Derivatif: Jurnal Manajemen are licensed under the Creative Commons Attribution (CC BY) 4.0 International License.

This license permits unrestricted use, distribution, and reproduction in any medium, including commercial use, provided that the original author(s) and the source are properly credited.

Under the CC BY license, readers are allowed to:

  • Share — copy and redistribute the material in any medium or format

  • Adapt — remix, transform, and build upon the material for any purpose, including commercial purposes

No additional permission is required from the authors or the publisher, as long as proper attribution is given.

The full license text can be accessed at:
https://creativecommons.org/licenses/by/4.0/

 

Copyright and Author Rights Policy

Authors who publish in Derivatif: Jurnal Manajemen retain the copyright of their articles.

By submitting and publishing their manuscript, authors grant Derivatif: Jurnal Manajemen the right of first publication and the right to publish, reproduce, distribute, and archive the article in all forms and media.

All published articles are licensed under the Creative Commons Attribution (CC BY) 4.0 International License.

Under this license:

  • Authors retain full copyright ownership of their work.

  • The journal is granted the right to publish and disseminate the article as the original publisher.

  • Readers and third parties are permitted to read, download, copy, distribute, print, search, link to the full texts, and reuse the articles for any lawful purpose, including commercial use, provided that appropriate credit is given to the original author(s) and the journal.

No additional permission is required from the authors or the publisher for reuse that complies with the terms of the CC BY license.

The full license terms are available at:
https://creativecommons.org/licenses/by/4.0/