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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Procuratio : Jurnal Ilmiah Manajemen Value: Jurnal Manajemen dan Akuntansi Journal Ilmiah Rinjani : Media Informasi Ilmiah Universitas Gunung Rinjani TheJournalish: Social and Government Target : Jurnal Manajemen Bisnis SOLID Jurnal Manajemen dan Organisasi Review (MANOR) Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Jurnal Pengabdian Pada Masyarakat Jurnal Ekonomika Manajemen Dan Bisnis Journal of Artificial Intelligence and Digital Business Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmiah Pengabdian dan Inovasi Jurnal Aplikasi Perpajakan Darma Diksani: Jurnal Pengabdian Ilmu Pendidikan, Sosial, dan Humaniora ECONOMIST: Jurnal Ekonomi dan Bisnis JPMI Jurnal Pengabdian kepada Masyarakat IPTEKS J-CEKI Jurnal Pengabdian Pada Masyarakat IPTEKS
Baiq Nadia Nirwana
Universitas Bumigora
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Social Sciences Other

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Pengaruh Promosi, Brand Ambasador, Dan Brand Image terhadap Minat Beli UMKM Bebek Bumbu Ijo Buk Fenny di Kota Mataram Wiraguna, Imelda Linda; Dethan, Stevany Hanalyna; Nirwana, Baiq Nadia; Jati, L. Jatmiko; Talidobel, Susilo
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3503

Abstract

One of the MSMEs in the culinary field in the city of Mataram is Bebek Bumbu Ijo Buk Fenny which focuses on Indonesian cuisine, facing the challenge of continuing to maintain and increase consumer buying interest amid the many similar culinary choices. Bebek Bumbu Ijo Buk Fenny has used its brand ambassador to introduce its products to a wide audience. However, there are challenges in maintaining a consistent brand image. The purpose of this study was to determine and analyze the influence of promotion, brand ambassador, and brand image on the buying interest of MSME consumers Bebek Bumbu ijo Buk Fenny. This study uses a quantitative approach with SPSS data Analysis tool and the population in this study is not known so that it uses 100 respondents and data collection techniques using questionnaires in the form of google form. The results of this study that the variable promotion (X1) has a positive and significant effect on buying interest (Y). brand ambassador variable (X2) has a positive and significant effect on buying interest (Y). Brand image variable (X3) has a positive and significant effect on buying interest (Y). Simultaneous test results proved that the variable promotion (X1), brand ambassador (X2), and brand image (X3) simultaneously and significantly affect the variable buying interest(Y).
Co-Authors Aditia, Rifqi Afrizal, Dino Agus Hermanto Agustiadi, Roki Reza Agustiadi Aisyah Ramadani Alpiamsah, Restu Amalia Wardi, Putri Ambang Lestari, Ayu Anggriani, Rini Apriani, Lestari Ayu Areebah Subagyo Ari Yusika Paramida Arsana, I Made Mangku Aryan Agus Pratama Azmi, M. Rafif Baiq Dinda Puspita Ayu Baiq Dinna Widiyasti Baiq Dinna Widiyastii Baiq Sulis Eka Zahidah Chany, Chany Coniawati, Silviana Kholi Dewi, Ayu Putri Puspita Dwi Putra Buana Sakti Ega Dwi Putri Marswandi Ega Dwi Putri Marswandi Febria Nurmelia Marlina Febriyanti, Nadhila hadi, heri Hadi, Heri Sopian Hakiki, M. Indrawan Hendri, Dr. Wira Herman, Lalu Edy Hernawati Hernawati Ika Yuliana Izati, Hayatul Josman, Lady Faerrosa Junanda, Indri Amelia Layali Ihyani M. chothibul Umam Assa'ady, M. chothibul M. Chothibul Umam Assa’ady M. Indrawan Hakiki Maghfira Rizky Maulani Maghfira Rizky Maulani Maharani Putri, Alivia martanti, Lina Maulani, Maghfira Rizky Mohamad Yudisa Putrajip Muhamad Alam Setiawan Muhammad Fikri Nabila, Wanda Ningsih, Dewi Ayu Ratna Octavia Sassaki Putri, Djo Shelly Okta Ramadhan opan, opansatriamandala Putrajip, Mohamad Yudisa Putri Amalia Wardi Putri Amalia Wardi Rafles Rahmatar, Ana Restu Alpiansah Rifqi Aditia Rini Adriani Auliana Rionaldi Gigih Imam Pratama Rizki Iqbal Padjuani Saka Pawica Wiguna Saparudin Efendi Saputra, Sahdan Sari, Riana Stevany Hanalyna Dethan Sulhaini Sulhaini Susilo Talidobel Umam, M. Chothibul Wanda Nabila Wardi, Putri Wardi, Putri Amalia Wawansyah Widia Febriana, Widia Widnyana, Ida Bagus Ari Wiguna, Saka Pawica Wira Hendri Wiraguna, Imelda Linda Wirahendri Yanti, Hana Putri Yulia Prayanti Yuliana, Ika Zahrah, Zahrah Zalmy, Nola Amelia