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All Journal International Journal of Environmental, Sustainability, and Social Science
PANDJAITAN, Dorothy RH
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Economics, Econometrics & Finance Environmental Science Social Sciences

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Influence of Marketing Mix and Consumer Attitudes Regarding Purchase Decisions Through Brand Image As a Mediating Variable to (Kentucky Fried Chicken Lampung) CAHAYA, Anggelina Tyo; MS, Mahrinasari; PANDJAITAN, Dorothy RH
International Journal of Environmental, Sustainability, and Social Science Vol. 5 No. 2 (2024): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v5i2.1025

Abstract

The research was conducted to determine the effect of the marketing mix on purchasing decisions, consumer attitudes towards purchasing decisions, marketing mix on brand image, consumer attitudes towards brand image and brand image mediating the marketing mix and consumer attitudes towards purchasing decisions, this research uses the SEM analysis tool- This PLS research is quantitative with a sample size of 387 with Stratified Random sampling. The empirical findings obtained are that the Marketing Mix is ??Positive and Significant to Purchasing Decisions at KFC in Lampung Province, which means that the Marketing Mix increases, which will increase purchasing decisions. Positive and Significant Consumer Attitudes towards KFC Purchasing Decisions in Lampung Province, can be interpreted as increasing Consumer Attitudes. this will increase Purchasing Decisions. The Marketing Mix is ??Positive and Significant to the brand image at KFC Lampung Province, which means that an Increased Marketing Mix will Improve Brand Image. Consumer Attitudes are Positive and Significant towards the Brand Image at KFC Lampung Province, which can be interpreted as increasing Consumer Attitudes which will increase the brand image of the Marketing Mix in the Mediating of Brand Image towards Positive and Significant Purchasing Decisions, which can be interpreted as Brand Image being able to mediate the Marketing Mix in purchasing decisions at KFC Lampung Province. Consumer attitudes mediated by brand image can be interpreted as positive and significant purchasing decisions, it can be interpreted as brand image being able to mediate consumer attitudes towards purchasing decisions at KFC Lampung Province.
The Influence Of Personality Traits And Self-Congruity On Customer Satisfaction And Brand Loyalty At El's Coffee In Bandar Lampung SARITA, Rahma; BANGSAWAN, Satria; PANDJAITAN, Dorothy RH
International Journal of Environmental, Sustainability, and Social Science Vol. 5 No. 2 (2024): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v5i2.1041

Abstract

The development of the lifestyle of consumingcoffee has long been a business opportunity for entrepreneurs to set up coffee shops. To complete the current understanding of the importance of coffee shop branding. This research was conducted using quantitative research. The data in this research uses primary data obtained by distributing questionnaires. The data obtained was then explained descriptively and using structural equation modeling (SEM). The population in this study were Tokopedia users, totaling 400 samples. The sampling technique is carried out using probability sampling, the type is purposive sampling. The research results show that this research supports the proposed hypothesis: (1) Personality traits have a positive and significant effect on harmony, (2) Personality traits have a positive and significant effect on customer satisfaction, (3) Personality traits have a positive and significant effect on customer satisfaction. significant impact on customer satisfaction. significant effect on consumer satisfaction, (3) Personality traits have a positive and significant effect on consumer satisfaction. positive and significant effect on brand loyalty, (4) Conformity has a positive and significant effect on customer satisfaction, (5) Conformity has a positive and significant effect on brand loyalty, (6) Customer satisfaction has a positive and significant effect on brand loyalty. From the research results, these findings confirm that coffee shop owners must be encouraged to develop brand loyalty by investing in customer satisfaction. Coffee shop managers must also try as much as possible to understand the needs and desires of their customers.
Co-Authors CAHAYA, Anggelina Tyo Mahrinasari MS Sarita, Rahma Satria Bangsawan