PENGARUH HARGA, BRAND AWARENESS, CITRA MEREK DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PRODUK RENGGINANG UD. YULI MAKMUR DESA SEMIRING SITUBONDO

iklimatul, jawahiro (2026) PENGARUH HARGA, BRAND AWARENESS, CITRA MEREK DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PRODUK RENGGINANG UD. YULI MAKMUR DESA SEMIRING SITUBONDO. Jurnal Mahasiswa Enterpreneur, 5 (4). pp. 811-826. ISSN 2964-898X

	Text (artikel jurnal) jURNAL IKLIMA....-1.pdf Available under License Creative Commons Attribution. Download (712kB)
	Text (turnitin artikel jurnal) JURNAL TURNITIN 1 SUDAH FIKSS (1).pdf Download (725kB)
	Text (pernyataan orisinalitas) PERNYATAAN ORISINALITAS-1.pdf Download (213kB)

Official URL: https://unars.ac.id/ojs/index.php/jme/article/view...

Abstract

The increasingly intense competition in the traditional snack food industry compels business operators to understand the factors influencing consumer purchase decisions. This study aims to analyze the influence of Price, Brand awareness, Brand image, and Social media promotion on Purchase decisions, with Purchase intention serving as an intervening variable, regarding rengginang products from UD. Yuli Makmur in Semiring Village, Situbondo. This is an explanatory study employing a quantitative approach. The study population consists of consumers who are aware of the product and have previously purchased rengginang from UD. Yuli Makmur. The sample comprises 110 respondents selected using the purposive sampling technique. The data analysis was conducted using Partial Least Squares (PLS-SEM). The hypothesis testing results regarding direct effects, obtained via the SmartPLS 3.0 application, indicate that Brand awareness has a significant positive effect on Purchase intention. The Brand image and Purchase intention have significant positive effects on Purchase decisions. Furthermore, The Brand awareness has a significant positive effect on Purchase decisions mediated by Purchase intention. Conversely, The Price and Social media promotion do not have a significant effect on either Purchase Intention or Purchase decisions. These findings demonstrate that Brand awareness, Brand image, and Purchase intention are crucial factors in driving Purchase decisions for UD. Yuli Makmur’s rengginang products.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	IKLIMATUL JAWAHIRO
Date Deposited:	30 Sep 2026 07:06
Last Modified:	30 Sep 2026 07:06
URI:	http://repository.unars.ac.id/id/eprint/4852

Actions (login required)

View Item