Pengaruh Sales Promotion Terhadap Keputusan Membeli Produk UMKM Di Kota Palembang dengan Brand Image dan Brand Quality Product Sebagai Mediasi

Multimodal brain image analysis : second International Workshop, MBIA 2012, held in conjunction with MICCAI 2012, Nice, France, October 1-5, 2012 : proceedings. MBIA (Workshop) (2nd : 2012 : Nice, France) Pub Date : 2022-09-03 DOI:10.33557/mbia.v21i2.1849

Efan Elpanso, Sulaiman Helmi

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引用次数: 3

Abstract

Efforts to increase UMKM product sales necessitate new marketing, sales, and models capable of sustaining small business growth and development. This study examines empirical evidence of the role of brand image and product quality as a mediator of the influence of Sales Promotionon on purchasing decisions of UMKM products in Palembang. A survey with a cross-sectional approach is used in this type of research. The population of the UMKM consumer research in Palembang City. The sample size was 220 people, and the sampling technique was simple random sampling. A questionnaire was used as the research instrument. Structural Equation Modeling was used to analyze data (SEM). The study's findings indicate that brand image and quality products act as a buffer against Sales Promotionon on purchasing decisions for UMKM products in Palembang. Keywords: Brand Image, Brand Quality Product, Sales Promotion, Product Purchase Decision, UMKM Abstrak Upaya peningkatan penjualan produk UMKM dibutukan strategi baru tentang pemasaran, penjualan dan model marketing yang mampu mempertahankan pertumbuhan dan perkembangan usaha kecil. Penelitian ini bertujuan untuk menganalisis bukti empiris peran brand image, brand quality product sebagai pemediasi dari pengaruh Sales Promotionterhadap keputusan pembelian produk UMKM di Kota Palembang. Jenis penelitian ini adalah survei dengan pendekatan cross sectional. Populasi dari penelitian konsumen UMKM yang ada di Kota Pelembang. Sampel yang diperoleh sebanyak 220 responden, teknik pengambilan sampel meggunakan simple random sampling. Instrumen penelitian yang digunakan berupa angket. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM). Hasil Penelitian menujukkan bahwa brand image dan brand quality product berperan sebagai pemediasi dari pengaruh Sales Promotionterhadap keputusan pembelian produk UMKM di Kota Palembang. Kata kunci: Citra Produk, Citra Kualitas Produk, Promosi Penjualan, Keputusan Membeli Produk, UMKM

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努力增加UMKM产品销售需要新的市场营销、销售和能够维持小企业增长和发展的模式。本研究检验了品牌形象和产品质量作为促销对巨港UMKM产品购买决策影响的中介作用的实证证据。在这类研究中使用了横断面调查方法。巨港市UMKM消费者人口调查。样本量为220人，抽样方法为简单随机抽样。采用问卷调查作为研究工具。采用结构方程模型(SEM)进行数据分析。研究结果表明，品牌形象和质量产品对巨港UMKM产品的购买决策起到缓冲作用。关键词:品牌形象，品牌优质产品，促销，产品购买决策，UMKM摘要:UMKM分销战略，分销战略，分销战略，分销战略，分销战略，分销战略peneltian ini bertujuan untuk menganalis bukti empiris peran品牌形象，品牌品质产品sebagai pemediasi dari pengaruh Sales Promotionterhadap keputusan penbelian产品UMKM di Kota巨港。Jenis penelitian ini adalah surveitan pendekatan横截面。民粹党，我的人民，我的人民。抽样杨diperoleh sebanyak 220回答者，teknik pengambilan抽样meggunakan简单随机抽样。仪器仪表，阳地纳克，阳地纳克。分析数据采用结构方程模型(SEM)。Hasil Penelitian menujukkan bahwa品牌形象和品牌质量产品berperan sebagai pemediasi dari pengaruh销售促进terhadap keputusan penelian产品UMKM di Kota巨港。Kata kunci: Citra产品，Citra Kualitas产品，Promosi Penjualan, Keputusan Membeli产品，UMKM

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Multimodal brain image analysis : second International Workshop, MBIA 2012, held in conjunction with MICCAI 2012, Nice, France, October 1-5, 2012 : proceedings. MBIA (Workshop) (2nd : 2012 : Nice, France)

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