Pengaruh Sales Promotion Terhadap Keputusan Membeli Produk UMKM Di Kota Palembang dengan Brand Image dan Brand Quality Product Sebagai Mediasi

Efan Elpanso; Sulaiman Helmi; Ayu Lestari

doi:10.33557/mbia.v21i2.1849

Efan Elpanso Universitas Bina Darma
Sulaiman Helmi Universitas Bina Darma
Ayu Lestari Universitas Bina Darma

DOI: https://doi.org/10.33557/mbia.v21i2.1849

Keywords: Brand Image, Brand Quality Product, Sales Promotion, Product Purchase Decision

Abstract

Efforts to increase UMKM product sales necessitate new marketing, sales, and models capable of sustaining small business growth and development. This study examines empirical evidence of the role of brand image and product quality as a mediator of the influence of Sales Promotionon on purchasing decisions of UMKM products in Palembang. A survey with a cross-sectional approach is used in this type of research. The population of the UMKM consumer research in Palembang City. The sample size was 220 people, and the sampling technique was simple random sampling. A questionnaire was used as the research instrument. Structural Equation Modeling was used to analyze data (SEM). The study's findings indicate that brand image and quality products act as a buffer against Sales Promotionon on purchasing decisions for UMKM products in Palembang.

Keywords: Brand Image, Brand Quality Product, Sales Promotion, Product Purchase Decision, UMKM

Abstrak

Upaya peningkatan penjualan produk UMKM dibutukan strategi baru tentang pemasaran, penjualan dan model marketing yang mampu mempertahankan pertumbuhan dan perkembangan usaha kecil. Penelitian ini bertujuan untuk menganalisis bukti empiris peran brand image, brand quality product sebagai pemediasi dari pengaruh Sales Promotionterhadap keputusan pembelian produk UMKM di Kota Palembang. Jenis penelitian ini adalah survei dengan pendekatan cross sectional. Populasi dari penelitian konsumen UMKM yang ada di Kota Pelembang. Sampel yang diperoleh sebanyak 220 responden, teknik pengambilan sampel meggunakan simple random sampling. Instrumen penelitian yang digunakan berupa angket. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM). Hasil Penelitian menujukkan bahwa brand image dan brand quality product berperan sebagai pemediasi dari pengaruh Sales Promotionterhadap keputusan pembelian produk UMKM di Kota Palembang.

Kata kunci: Citra Produk, Citra Kualitas Produk, Promosi Penjualan, Keputusan Membeli Produk, UMKM

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