Pengaruh Brand Image dan Flash Sale Program Terhadap Purchase Intention

Jelang Ramdhani Gienov

Jurnal Riset Manajemen dan Bisnis
Volume 3, No. 2, Desember 2023 Jurnal Riset Manajemen dan Bisnis (JRMB)

Abstrak. Penelitian ini didasarkan oleh fenomena yang membicarakan jika produk Erigo merupakan produk yang pasaran serta didasarkan oleh fenomena program flash sale yang akhir-akhir ini populer dikarenakan dengan meningkatnya pertumbuhan berbelanja online. Dengan tujuan pada penelitian ini yaitu untuk mengetahui bagaimana brand image pada produk Erigo, bagaimana program flash sale pada produk Erigo, bagaimana Purchase Intention pada produk Erigo, bagaimana pengaruh brand image terhadap Purchase Intention pada produk Erigo, bagaimana pengaruh flash sale terhadap Purchase Intention pada produk Erigo, serta bagaimana pengaruh brand image dan flash sale terhadap Purchase Intention produk Erigo. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif serta teknik pengumpulan datanya menggunakan teknik purposive sampling. Populasi yang digunakan pada penelitian ini yaitu pengguna Shopee di Kota Bandung dan sampel yang digunakan yaitu sebanyak 100 responden.Hasil Penelitian ini menyimpulkan bahwa variabel Brand image secara parsial berpengaruh positif dan signifikan terhadap Purchase Intention pada produk Erigo, variabel flash sale secara parsial berpengaruh positif dan signifikan terhadap Purchase Intention produk Erigo, dan variabel brand image dan flash sale secara simultan berpengaruh positif dan signifikan terhadap Purchase Intention produk Erigo. Abstract. This research is based on the phenomenon that says that Erigo products are marketable products and is based on the flash sale program phenomenon which has recently become popular due to the growth of online shopping. With the aim of this study, namely to find out how brand image is on Erigo products, how is the flash sale program on Erigo products, how is the buying interest in Erigo products, how does brand image influence buying interest in Erigo products, how is the effect of flash sales on buying interest in products Erigo, and how does brand image and flash sale influence the intention to buy Erigo products. This research uses descriptive and verification methods with a quantitative approach and data collection techniques using purposive sampling techniques. The population used in this study were Shopee users in Bandung City and the sample used was 100 respondents. The results of this study concluded that the brand image variable partially had a positive and significant effect on buying interest in Erigo products, the flash sale variable partially had a positive and significant effect on buying interest in Erigo products, and the brand image and flash sale variables simultaneously had a positive and significant effect on interest in buying Erigo products.