Pengaruh Brand Image, Harga Dan Promosi Penjualan Terhadap Minat Beli Di Transmart

  • Romie Giri Ginanjar Sumarwan Universitas Indonesia Membangun, Bandung
  • Listri Herlina Universitas Indonesia Membangun, Bandung

Abstract

This study aims to analyze the influence of Brand Image, Price, and Sales Promotion on consumer purchasing interest at Transmart. In the context of the rapidly evolving retail industry, particularly in Indonesia, these factors are crucial for understanding consumer behavior. The research employs a quantitative method with a descriptive approach, involving 100 respondents from the productive population in Bandung Regency. Data were collected through an online questionnaire. The analysis results indicate that brand image has a positive and significant effect on purchasing interest, while price does not show a significant impact. Sales promotion also proves to have a positive influence on purchasing interest. Overall, the regression model reveals that 39.5% of the variation in purchasing interest can be explained by brand image, price, and sales promotion. This research provides valuable insights for retail managers in formulating effective marketing strategies to enhance consumer purchasing interest.

Downloads

Download data is not yet available.

Author Biographies

Romie Giri Ginanjar Sumarwan, Universitas Indonesia Membangun, Bandung

Program Studi Manajemen

Listri Herlina, Universitas Indonesia Membangun, Bandung

Program Studi Manajemen

References

[1] www.ekon.go.id. (2024). Data Pertumbuhan Industri Ritel di Indonesia. Diakses dari [https://www.ekon.go.id/publikasi/detail/5715/miliki-kontribusi-signifikan-bagi-perekonomian-nasional-menko-airlangga-berharap-sektor-retail-jadi-tulang-punggung-].

[2] www.cnbcindonesia.com. (2024). Proyeksi Pertumbuhan Industri Ritel 2024. Diakses dari [https://www.cnbcindonesia.com/news/20240814170816-4-563095/performa-lagi-loyo-bos-ritel-nangis-darah-minta-ini-ke-pemerintah].
[3] B. P. Sjawal, L. Mananeke, and R. J. Jorie, “Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Memilih Kafe (Studi Kasus Pada Konsumen Blen.Co Café Manado) Consumers),” 379 J. EMBA, vol. 8, no. 3, pp. 379–388, 2020.
[4] www.idxchannel.com. (2024). Analisis Harga di Transmart. Diakses dari [https://www.idxchannel.com/economics/transmart-bandung-sepi-pengunjung-harganya-sedikit-lebih-mahal]
[5] Z. Habibah and D. Kusbandono, “Analisis Strategi Promosi Dari Faktor Advertising Dan Sales Promotion Terhadap Tingkat Volume Penjualan Pada Ud. Bintang Motor Lamongan,” J. Ekbis, vol. 18, no. 2, p. 999, 2017, doi: 10.30736/ekbis.v18i2.155.
[6] D. Setiagraha, M. Junianto, and U. Muharramah, “Pengaruh Green Marketing terhadap Minat Beli serta Dampaknya pada Keputusan Pembelian di Minimarket Alfamart Kota Palembang,” J. Manag. Entrep. Coop., vol. 2, no. 2, pp. 82–91, 2023, doi: 10.56869/jmec.v2i2.509.
[7] www.tribunnews.com. (2022). Penutupan Gerai Transmart. Diakses dari [https://www.tribunnews.com/bisnis/2023/02/03/tutup-12-gerai-sepanjang-2022-manajemen-transmart-sepi-pengunjung].
[8] C. S. R. Cecep Saepul Rohman, A. H. S. Arie Hendra Saputro, and D. A. A. M. Dadan Abdul Aziz Mubarok, “Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Produk Honda New Adv 160 Series Di Dealer Wijaya Abadi Kopo Sayati Di Kabupaten Bandung,” JEMSI (Jurnal Ekon. Manajemen, dan Akuntansi), vol. 9, no. 4, pp. 1516–1527, 2023, doi: 10.35870/jemsi.v9i4.1372.
[9] K. L. Kotler, P., & Keller, Marketing Management. 15th Edition. Pearson. 2016.
[10] K. L. Kotler, P., & Keller, Marketing Management. 15th Edition. Pearson Education. 2018.
[11] G. Kotler, P., & Armstrong, Principles of Marketing. 14th Edition. Pearson Education. 2012.
[12] F. Tjiptono, Pemasaran Jasa. 2016.
[13] D. Priansa, Manajemen Pemasaran. 2017.
[14] Sugiyono., Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta. 2018.
[15] K. L. Kotler, P., & Keller, Marketing Management. 13th Edition. Pearson Prentice Hall. 2009.
[16] S. Gani, I., & Amalia, Alat Analisis Data: Aplikasi Statistik untuk Penelitian Bidang Ekonomi dan Sosial. 2015.
[17] I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. 2016.
Published
2025-01-13
How to Cite
SUMARWAN, Romie Giri Ginanjar; HERLINA, Listri. Pengaruh Brand Image, Harga Dan Promosi Penjualan Terhadap Minat Beli Di Transmart. Journal of Information System, Applied, Management, Accounting and Research, [S.l.], v. 9, n. 1, p. 170-186, jan. 2025. ISSN 2598-8719. Available at: <https://journal.stmikjayakarta.ac.id/index.php/jisamar/article/view/1717>. Date accessed: 14 feb. 2025. doi: https://doi.org/10.52362/jisamar.v9i1.1717.