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Setiawan , Rahyuniati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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The Influence of Brand Equity and Product Innovation on Purchase Intention with Competitive Advantage as a Mediator: A Study on Mie Sedaap Consumers in Garut Fourinta, Ananda; Supriyadi, Didit; Setiawan , Rahyuniati
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1617

Abstract

This study aims to examine how brand equity and product innovation influence purchase intention, with competitive advantage acting as a mediating variable among Mie Sedaap consumers in Garut Regency. The research employs an explanatory survey with 400 respondents, and the data are analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The findings reveal that both brand equity and product innovation have a positive and significant impact on purchase intention, both directly and indirectly through competitive advantage. This suggests that gaining a competitive advantage is crucial in enhancing the effects of brand strategy and product innovation on consumer purchasing decisions. The study's results imply that companies should focus on maintaining and improving brand equity, conducting product innovations aligned with market trends, and strengthening differentiation strategies to sustain competitive positions and boost consumer purchasing interest.
Analysis of the Impact of Retail Marketing Mix on Purchasing Decisions through Customer Satisfaction Kulsum, Siti Umi; Setiawan , Rahyuniati; Herlianti , Anggun Oktavia
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1767

Abstract

This study aims to analyze the influence of Retail Marketing Mix on Purchasing Decisions through Customer Satisfaction on Berkah Family Retail consumers located in Andir Market. Berkah Family Retail has a strategic role in supporting economic resilience and regional development, so increasing customer satisfaction is a very important aspect. Based on the context, customer satisfaction is seen as one of the main strategic advantages, while Purchasing Decisions are understood as a series of cognitive processes and consumer behavior in considering, choosing, and finally deciding to buy a product or service. The research method uses a quantitative approach with a random sampling technique, involving 107 respondents who are active customers of Berkah Family Retail. The data collection technique was carried out through distributing questionnaires, then analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS software version 4.0. The results of the study indicate that Retail Marketing Mix has a direct and significant effect on Purchasing Decisions, and Purchasing Decisions have a significant effect on Customer Satisfaction, with a t-statistic of 6.199 and a p-value of 0.000, which indicates the hypothesis is accepted. Therefore, this research provides theoretical contributions to the development of retail marketing science and practical implications for small business management, particularly in efforts to improve customer experience and satisfaction.
Co-Authors Didit Supriyadi Fourinta, Ananda Herlianti , Anggun Oktavia Kulsum, Siti Umi