JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Penguatan Keputusan Pembelian Melalui Citra Merek: Analisis Pengaruh Inovasi Produk dan Promosi terhadap Kopi Kemiren Jaran Goyang di Banyuwangi

Ramadhani, Bima (Unknown)
Patmi Rahayu, Wening (Unknown)
Churiyah, Madziatul (Unknown)

Article Info

Publish Date
15 Jan 2026

Abstract

This study analyzes the influence of product innovation and promotion on purchasing decisions through brand image as a mediating variable in Kopi Kemiren Jaran Goyang Banyuwangi. Using a quantitative approach and PLS-SEM analysis of 250 respondents, results indicate that promotion significantly affects purchasing decisions directly and indirectly through brand image, while product innovation influences purchasing decisions only through brand image. The study highlights the importance of culture-based branding and digital promotion strategies for MSMEs. These findings offer theoretical contributions to brand equity development and practical insights for enhancing local coffee MSMEs' competitiveness.

Copyrights © 2026




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...