Brand Image, Promotional Activities, And Consumer Purchase Decisions: Evidence From J&C Cookies Bober Bandung
DOI:
https://doi.org/10.59890/ijefbs.v4i5.38Keywords:
Brand Image, Purchase Decisions, PromotionAbstract
The fluctuation in sales and a 5.05% decrease in turnover in the January–June 2025 period at J&C Cookies Bober Bandung are suspected to be influenced by an unstable brand image and suboptimal promotional strategies. This study aims to analyze and describe brand image, promotion, and consumer purchasing decisions, and to measure the influence of both on purchasing decisions. The research method uses a quantitative approach by distributing Likert scale questionnaires to 98 consumer respondents. The data were tested for validity and reliability, then analyzed using multiple linear regression, t-test, F-test, correlation, and coefficient of determination (R²). The results of the descriptive analysis show that the average brand image score (3.92) is in the good category, promotion (3.38) is in the fairly good category, and purchasing decisions (3.76) are in the good category. The F test shows that brand image and promotion simultaneously have a significant effect on purchasing decisions (F-count > F-table; sig. < 0.05) with a contribution of 34.4% (R²), while 65.6% is influenced by other factors outside the study. Partially, brand image has a more dominant influence than promotion. This finding underscores the importance of strengthening brand image and developing creative, varied, and sustainable promotional strategies to increase loyalty and purchase stability.
References
Abdillah, L. A., Mappanyompa, J., Sabtohadi, J., Isma, A., Effiyaldi, D., Mulyodiputro, D., et al. (2024). Metode penelitian kuantitatif. CV Mega Press Nusantara.
Alamsyah, M. R., & Cahyono, K. E. (2021). Pengaruh kualitas produk, harga, promosi dan citra merek terhadap keputusan pembelian pada Burger King Jemursari. Jurnal Ilmu dan Riset Manajemen.
Anggraeni, T. C., Widjayanti, W., & Puspita, A. B. I. (2023). Pengaruh promosi dan citra merek terhadap keputusan pembelian pelanggan Shopee. Jurnal Ekonomi dan Manajemen, 2(1), 40-51.
Ariani, A. P., & Arifin, K. (2021). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian produk roti di Arsila Bakery Tanjung. JAPB, 4(2), 750-761.
Bancin, J. B. (2021). Citra merek dan word of mouth. CV Jakad Media Publishing.
Gunawan, D. (2022). Keputusan pembelian konsumen marketplace Shopee berbasis social media marketing. PT Inovasi Pratama Internasional.
Hidayat, R., Menhard, & Yulita, R. (2023). Manajemen pemasaran. CV Azka Pustaka.
Indrajaya, S. (2024). Manajemen pemasaran. Kaizen Media Publishing.
Kesuma, C., & Tomahuw, R. (2023). Pengaruh promosi dan citra merek terhadap keputusan pembelian mobil Wuling di showroom PT Arista Jaya Lestari. Jurnal Penelitian Manajemen.
Kurniawan, P., Anwar, Y., & Jufri, A. (2023). Manajemen pemasaran. Selat Media Partners.
Murtiningsih, D., & Marlapa, E. (2025). Perilaku konsumen. CV Budi Utama.
Nugraha, B. (2021). Pengembangan uji statistik. CV Pradina Pustaka Group.
Rahmatika, A., & Indiani, N. L. P. (2024). Pengaruh promosi, citra merek, dan harga terhadap keputusan pembelian kembali produk UMKM, 21.
Reken, F., Erdawati, E., Rahayu, S., Apriansyah, R., Herman, H., Sulfitri, V., et al. (2024). Pengantar ilmu manajemen pemasaran. CV Gita Lentera.
Samsiyah, S., Latif, N., Aprilia, C. D., Auliansyah, A. R., Raditya, G., Zukar, M., & Adella, N. T. (2023). Perilaku konsumen. CV Mega Press Nusantara.
Shafira, D. T., Nasution, H. P., & Haro, J. (2021). Pengaruh citra merek, harga, dan promosi terhadap keputusan pembelian pada e-commerce Shopee.
Sofya, D. N., & Purwanto, S. (2021). Analisis pengaruh citra merek dan kualitas produk terhadap keputusan pembelian ulang Slai O'lai. Jurnal Disrupsi Bisnis, 4(6), 478.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Surjono, W., & Saepudin, H. (2024). Manajemen pemasaran jasa. Cipta Media Nusantara.
Utami, D. F., Sutrisna, A., & Lestari, S. P. (2022). Pengaruh promosi dan citra merek terhadap keputusan pembelian: Survei pada konsumen produk Bolu CV Yaki Tiga Putri. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 1(3), 289-295.
Waruwu, O., Ambarita, R., & Hasibuan, N. (2023). Pengaruh citra merek dan promosi terhadap keputusan pembelian konsumen pada Sehat Bakery Sibuluan Indah. Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan, 3(2), 107-118.
Wijaya, L. A., Prasetyo, W., Maulana, M. A., & Kusnanto, D. (2022). Pengaruh promosi dan citra merek terhadap keputusan pembelian pada KFC Galuh Mas Karawang. Jurnal Sinar Manajemen, 9(1).
