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All Journal Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) Journal of Business Economics and Management
Boni Akbar Alfath Pohan
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Economics, Econometrics & Finance

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Analisis Strategi Brand Heritage, Sustainability Marketing dan Brand Equity Terhadap Keputusan Pembelian (Studi pada Konsumen Sari Roti di Kota Medan) Sondang Elfrida; Indira G Hutapea; Willem Gea; Boni Akbar Alfath Pohan; Muhammad Rizky Ginting
Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) Vol. 1 No. 3 (2024): Mei
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jimea.v1i3.1403

Abstract

Tujuan penelitian ini untuk mengetahui bagaimana brand heritage, suistainability marketing, dan brand equity dalam meningkatkan pemasaran.  Adapun metode penelitian yang digunakan adalah metode kualitatif dan kajian Pustaka. Mengkaji teori yang relevan dengan topik yang kami teliti dari jurnal dan melakukan wawancara dengan 3 informan. Selanjutnya, kami melakukan analisis mendalam terhadap setiap jurnal yang dipilih, mengidentifikasi metodologi yang digunakan, temuan-temuan utama, dan kesimpulan yang dihasilkan. Dari hasil analisis yang dilakukan dapat disimpulkan bahwa strategi brand memiliki pengaruh yang signifikan terhadap keputusan pembelian. Sustainability marketing tidak  memiliki pengaruh terhadap Keputusan pembelian. Brand heritage memiliki pengaruh yang signifikan terhadap keputusan pembelian. Konsumen menghargai kualitas dan harga yang konsisten dari produk Sari Roti.membantu membangun hubungan emosional dengan konsumen melalui pemahaman dan pemanfaatan sejarah dan nilai-nilai merek. Sustainability marketing menyoroti tanggung jawab sosial dan lingkungan namun bukan menjadi faktor utama Keputusan pembelian.
Pengaruh Inovasi Produk Dan Product Quality Terhadap Peningkatan Loyalitas Konsumen Pada Tiny Kitchen Medan Boni Akbar Alfath Pohan; Ainun Mardhiyah; Onan Marakali Siregar
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 2 (2025): Oktober - Desember
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

The increasingly tight competition in the culinary business in the current era makes consumer loyalty one of the keys to business sustainability. Tiny Kitchen Medan, a food business specializing in dimsum mentai, cookies, and cheesecake, is required to continuously innovate and maintain product quality to retain its customers. Product innovation and product quality are believed to influence the level of consumer loyalty toward the brand. This study aims to identify and analyze the effect of product innovation on consumer loyalty, the effect of product quality on consumer loyalty, as well as the simultaneous effect of both variables on consumer loyalty at Tiny Kitchen Medan. This research employs a quantitative approach with an associative research type. Data collection was carried out by distributing questionnaires to 100 respondents who are consumers of Tiny Kitchen Medan. The data analysis techniques used include validity test, reliability test, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results show that both product innovation and product quality have a partial and simultaneous influence on customer loyalty. The partial significance test (t-test) shows that the product innovation variable (X1) has a t-value of 2.557 > 1.985 with a significance level of 0.012 < 0.05 and a positive regression coefficient of 0.223. This indicates that product innovation (X1) has a significant influence on customer loyalty (Y). The product quality variable (X2) has a t-value of 7.992 > 1.985 with a significance level of 0.000 < 0.05 and a positive regression coefficient of 0.480, indicating that product quality (X2) significantly affects customer loyalty (Y). Based on the coefficient of determination test, the correlation value (R) between product innovation (X1), product quality (X2), and consumer loyalty (Y) is 0.893. Furthermore, the adjusted R square value shows that product innovation (X1) and product quality (X2) influence consumer loyalty (Y) by 79.3%, while the remaining 10.7% is influenced by other factors outside this research model.
Co-Authors Indira G Hutapea Mardhiyah, Ainun Muhammad Rizky Ginting Siregar, Onan Marakali Sondang Elfrida Willem Gea