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All Journal Jurnal Manajemen Dan Bisnis Ekonomi
Windi Rahma Dani
Universitas Bina Sarana Informatika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Promosi dan Brand Image terhadap Minat Beli Konsumen pada Produk Bittersweet By Najla Pakuwon Mall Bekasi Windi Rahma Dani; Ulta Ratryana; Rini Larasati Irawan
JURNAL MANAJEMEN DAN BISNIS EKONOMI Vol. 4 No. 4 (2026): October : JURNAL MANAJEMEN DAN BISNIS EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jmbe-itb.v4i4.5101

Abstract

The increasingly fierce competition in the culinary business demands companies to implement effective marketing strategies. Promotion and brand image are factors that can affect consumer buying interest. This research aims to find out the influence of promotion and brand image on consumer buying interest in Bittersweet by Najla Pakuwon Mall Bekasi products. The research method used is quantitative with an associative approach and multiple linear regression analysis. The research sample consisted of 96 respondents who were selected using the purposive sampling technique. The research results show that promotion has a positive and significant effect on consumer buying interest with a value of 5,340 > table 1,986. Brand image also has a positive and significant effect on consumer buying interest with a score of 3,481 > table of 1,986. Simultaneously, promotion and brand image have a positive and significant effect on consumer buying interest with a Fcalculate value of 175,963 > F table 3.09. The determination coefficient value of 79,1% shows that consumer buying interest can be explained by promotion and brand image.
Co-Authors Rini Larasati Irawan Ulta Ratryana