Pengaruh Citra Merek, Digital Marketing dan Harga terhadap Keputusan Pembelian Konsumen Nafasa Bakery & Cookies di Kabupaten Kediri

Arum Putri Aulia; Ismayantika Dyah Puspasari; Dyah Ayu Paramitha

doi:10.30640/digital.v5i2.7098

Authors

Arum Putri Aulia Universitas Nusantara PGRI Kediri
Ismayantika Dyah Puspasari Universitas Nusantara PGRI Kediri
Dyah Ayu Paramitha Universitas Nusantara PGRI Kediri

DOI:

https://doi.org/10.30640/digital.v5i2.7098

Keywords:

Brand Image, Digital Marketing, Price, Purchasing Decision, SME Bakery

Abstract

The fluctuation in sales figures of Nafasa Bakery & Cookies indicates the importance of formulating a more comprehensive marketing strategy to optimize potential customer interest and positively influence their purchasing decisions. The aim of this study is to analyze the effect of Brand Image, digital marketing aspects, and pricing policies on the purchasing decisions made by consumers of Nafasa Bakery & Cookies in the Kediri Regency area. To investigate the relationship between these variables, a quantitative research approach with a causal design was employed. The sample consisted of 60 consumers, with the sample determined using an accidental sampling method. Primary data in this study were collected through a questionnaire distribution technique using a Likert scale measurement, which was then statistically tested using multiple linear regression analysis. For data processing, IBM SPSS Version 25 was used. Based on the partial test results It was concluded that: 1) The brand image variable was proven to have a positive and statistically significant impact on consumers' purchasing decisions (t = 3.729; sig = 0.000). 2) The implementation of digital marketing also contributes positively and significantly to determining purchasing behavior (t = 3.715; sig = 0.000). 3) Pricing policy empirically affects consumers' shopping decisions in a positive and significant manner (t = 3.623; sig = 0.001). In addition, referring to the results of the simultaneous test, it was found that these three independent variables collectively have a significant implication on consumers' purchasing decisions.

References

Adi Wiranata, I. Ketut, Anak Agungput Agung, And I. Made Surya Prayoga. 2020. “Pengaruh Digital Marketing, Quality Product Danbrand Imageterhadap Keputusan Pembelian Roti Di Holland Bakery Batubulan.” Jurnal Emas 2(3):133–46.

Alifia, And Indriani. 2022. “Pengaruh Electronic Word Of Mouth Dan Perceived Brand Interactivity Terhadap Keputusan Pembelian Dengan Kepercayaan Sebagai Variabel Intervening (Studi Pada Konsumen Produk Somethinc Di Wilayah Jawa Tengah).” Diponegoro Journal Of Management 11(6):1–11.

Anugrah, Aswar. 2024. “Pengaruh Digital Marketing Dan Viral Marketing Terhadap Keputusan Pembelian ( Studi Pada Chocolicious Indonesia Kota Parepare ).” Institut Agama Islam Negeri (Iain) Parepare.

Astuti, Defria Dwi, And Yenni Kurnia Gusti. 2024. “Keputusan Pembelian Konsumen Berdasarkan Citra Merek, Cita Rasa Dan Harga Produk Supermi Di Kota Yogyakarta.” J-Mas (Jurnal Manajemen Dan Sains) 9(1):210. Doi:10.33087/Jmas.V9i1.1548.

Cahyono, Aldo Markilino, Annisa Indah Mutiasar, And Nggit Dyah Kusumastuti. 2024. “Pengaruh Kualitas Produk, Persepsi Harga, Dan Citra Merek Terhadap Keputusan Pembelian Produk Roti Aoka (Studi Pada Konsumen Roti Aoka Di Surakarta).” Jurnal Ekbis ( Ekonomi & Bisnis ) Politeknik Piksi Ganesha 12:217–27.

Chadewick, Dave Chaffey Elils &. Fiona. 2019. Digital Marketing Strategy, Implementation And Pratice. Seventh Ed. Pearson.

Dr. Saida Zainurossalamia Za, M. S. 2020. Manajemen Pemasaran Teori Dan Strategi. Edited By Hamdan. Nusa Tenggara Barat: Forum Pemuda Aswaja.

Indarto, Laurencia Angela, And Stephanie Astrid Ayu. 2022. “Pengaruh Harga, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Produk Breadtalk.” Bip’s Jurnal Bisnis Perspektif 14(2):133–42. Doi:10.37477/Bip.V14i2.355.

Jaelani, Aenuddin, And Weni Retnowati. 2024. “Terhadap Keputusan Pembelian Smartphone Merek Samsung Di Kota Mataram Fakultas Ekonomi Dan Bisnis Universitas Mataram Keywords : Digital Marketing , Brand Image , Product Quality And Purchasing Decisions . Latar Belakang Tabel 1 . 1 Menurut Data Badan Pus.” Jrp Juranl Riset Pemasaran 3(1):21–30.

Kastori. 2023. “Pengertian Keputusan Pembelian Menurut Ahli.” Https://Www.Kompas.Com/Skola/Read/2023/05/29/140000769/Pengertian-Keputusan-Pembelian-Menurut-Ahli.

Kotler, Philip, And Gary Armstrong. 2019. Principles Of Marketing. 18th Ed. Pearson Education.

Kotler, Philip, Hermawan Kartajaya, And Iwan Setiawan. 2021. “Prosperity Polarization.” Pp. 48–63 In Marketing 5.0 - Technology For Humanity.

Kotler, Philip, And Kevin Lane Keller. 2016a. Manajemen Pemasaran: Edisi 12 Jilid 1 Dan 2. 16th Ed. Jakarta: Pt Indeks.

Kotler, Philip, And Kevin Lane Keller. 2016b. Marketing Management. 15th Ed. Harlow, Essex: Pearson Education.

Kurniawan, Arief Rakhman. 2018. Dasar-Dasar Marketing: Segala Hal Tentang Marketing & Sales. Yogyakarta: Quadrant.

Langer, H. 2018. The 7 Drivers Of Price Perception – How You Can Influence Them Increase Sales And Profits Without Cutting Prices. United Kingdom: Dunnhumby.

Liharman Saragih, Astri Rumondang Banjarnahor, Novy Anggraini, Darwin Lie Andriasan Sudarso, Yurilla Endah Muliatie, Eko Sudarmanto Yudiyanto Joko Purnomo, Bonaraja Purba, And Adhi Prasetio Sony Kuswandi. 2022. Strategi Manajemen Pemasaran. Edited By J. Simarmata. Medan.

Nanda, Vanya Dwi. 2022. “Pengaruh Kualitas Produk, Presepsi Harga Dan Citra Merek Terhadap Keputusan Pembelian Makanan Kecil Pada Di Jakarta.” Jurnal Mnnajemen Bisnis Dan Kewirausahaan 6(5):515–16.

Pesik, Putri, Johny R. E. Tampi, And Olivia Walangitan. 2024. “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Roti Acong Di Kawangkoan.” Productivity 5(2):894–98. Doi:10.35797/Ejp.V5i2.54789.

Pratama, M. Rizqy, And Retno Budi Lestari. 2023. “Pengaruh Harga Dan Lokasi Terhadap Keputusan Pembelian Brasserie Bakery.” Publikasi Riset Mahasiswa Manajemen Pengaruh 5(1):53–59.

Putri, Mellysa, Purnama Bagus Wahyudi, Savira Az Zahro, Sophia Widya, Rusdi Hidayat, And Maharani Ikaningtyas. 2024. “Meningkatkan Citra Merek Untuk Memperoleh Keunggulan Bersaing Melalui Perencanaan Dan Pengembangan Bisnis Yang Efektif Pada Produk Kosmetik.” Conomics And Business Management Journal ( Ebmj 3(1):1–9.

Ragatirta, And Tiningrum. 2023. “Pengaruh Atmosphere Store, Desain Produk Dan Citra Merek Terhadap Keputusan Pembelian (Studi Kasus Di Rown Division Surakarta).” Excellent 7(2):143–52. Doi:10.36587/Exc.V7i2.793.

Social, We Are. 2024. “Indonesia Explores The Country’s Evolving Digital And Social Landscape.” Https://Wearesocial.Com/Id/Wp-Content/Uploads/Sites/19/2024/02/Digital_2024_Indonesia.Pdf?Utm_Source.

Sugiyono, Prof. Dr. 2023. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Edited By M. Dr. Ir. Sutopo. S.Pd. Yogyakarta: Cv. Alfabeta.

Wati, Andy Prasetyo, Jefry Aulia Martha, And Aniek Indrawati. 2020. Digital Marketing. Edited By N. A. Fransiska. Malang: Edulitera Imprint Pt. Literindo Berkah Karya.

Wulandari, Aditya Indah, Rahmasita Pramudya Yudhiarti, Aditya Firdaus, Pria Andhika, And Marjam Desma Rahadhini. 2025. “Pengaruh Digital Marketing Dan Brand Image Terhadap Keputusan Pembelian Dengan Trust Sebagai Variabel Moderasi Pada Produk Brownies Cinta Di Karanganyar ( Survey Pada Konsumen Produk Brownies Cinta Karanganyar ) Dan Keputusan Membeli . Beberapa Penelitian.” Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan Volume. 5,:541–55. Doi:Https://Researchhub.Id/Index.Php/Jimek/Article/View/6358.

Wulandari, Anna, And Heru Mulyanto. 2024. Keputusan Pembelian Konsumen. Edited By M. P. Dr. Fitri Rezeki, S.Pd. Kota Bekasi: Pt Kimshafi Alung Cipta.