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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan
Usdek, Dicky Wisnu
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Decision Sciences, Operations Research & Management

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The Influence of Promotions on Purchase Decision Through Brand Image as a Mediation Variable: Study at The Semprit RIHO Cake Factory Sari, Diyana Permata; Usdek, Dicky Wisnu; Putri, Viajeng Purnama
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 4 No. 01 (2024): MARCH
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v4i01.32530

Abstract

This study aims to determine the effect of promotion on purchasing decisions through brand image as a mediating variable. The sampling technique uses accidental sampling. This research was conducted on consumers of the Semprit factory "RIHO" with a total of 100 respondents. Collecting data in this study using a questionnaire. The data analysis techniques used are path analysis, hypothesis testing using the t-test, and Hayes analysis. The results of this research show that promotion has a positive effect on brand image, brand image has a positive effect on purchasing decisions, promotion affects purchasing decisions and brand image can mediate the effect of promotion on purchasing decisions.
The Influence of Location and Promotion on the Revisit Intention with Satisfaction as a Mediating Variable Aqila, Rasyiq; Usdek, Dicky Wisnu; Praharjo, Ardik
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 4 No. 3 (2024): SEPTEMBER
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v4i3.36133

Abstract

This study analyzes the factors affecting the intention to revisit tourist destinations, focusing on location, promotion, and visit satisfaction as mediating variables. The research aims to assess the impact of location and promotion on revisit intention and the mediating role of visit satisfaction in these relationships. A quantitative approach was used with data analyzed via the Macro Hayes method using SPSS 25. The results show that location and promotion both significantly and positively influence the intention to revisit. Additionally, visit satisfaction plays a mediating role in the effects of both location and promotion on revisit intention. These findings offer valuable insights for tourism managers to improve visitor retention through location development, promotional strategies, and enhancing visitor satisfaction.
Co-Authors Aqila, Rasyiq Ardik Praharjo Sari, Diyana Permata Viajeng Purnama Putri