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Brand Image sebagai Mediasi Pengaruh Promosi, Harga dan Sikap Konsumen terhadap Keputusan Pembelian Jamu Nyonya Meneer di Semarang Timur

Management Analysis Journal · Vol. 4 No. 3 (2015)

DOI
10.15294/maj.v4i3.8878
ISSN
2502-1451, 2252-6552
Terbit
2015-09-10
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

This research aims to know the existence of pricing and promotion, influence the attitude of consumers against purchasing decisions through the brand image as intervening variable. The population of this research is that consumers do purchase decisions helbal medicine outlets Nyonya Meneer in East Semarang. Sampling by using acidental sampling technique, the number of respondents were 116 respondents. Data collection method used is the method of observation, and a questionnaire method. Path analysis Analyse the data using SPSS version 16. These results indicate that the promotions significantly influence purchase decisions through brand image for a total impact for 0.502, significantly influence the price of purchase decisions through the brand image for a total of 0.421 and significantly influence the consumer attitudes of purchase decisions through the brand image for a total of 0.214. The conclusions of this study proved that the brand image has a role as an intervening variable between promotions, price and consumer attitudes to purchase decisions.

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20 penulis · 26 tautan kepenulisan bersama · 2 lintas organisasi

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  • State University of Semarang
  • Muhammadiyah University of Surakarta
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Joko WidodoState University of Semarang2
Nina OktarinaState University of Semarang1
Heri YantoState University of Semarang1
Iryana Dewi AstutiAfiliasi tidak diketahui1
Fahrur RoziState University of Semarang1
Sri PujiastutiAfiliasi tidak diketahui1
Lilis NuryantiMuhammadiyah University of Surakarta1
Hilda Dhaniartika Nurma’ardiAfiliasi tidak diketahui1
Rusdarti RusdartiState University of Semarang1
M.Syakib Arsalan Citra PurnamaState University of Semarang1
Yuyun MardiyaniState University of Semarang1
Metta Padyawati Kusuma ShandraState University of Semarang1
Ilda AmaliaState University of Semarang1
Sarif HidayatState University of Semarang1
Novi NurhasanahState University of Semarang1
Devita Nurul UlfaState University of Semarang1
Dyah Maya NihayahState University of Semarang1
Shanty OktaviliaState University of Semarang1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/maj/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 6 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Brand Image sebagai Mediasi Pengaruh Promosi, Harga dan Sikap Konsumen terhadap Keputusan Pembelian Jamu Nyonya Meneer di Semarang Timur</dc:title>
	<dc:creator>Purnamasari, Sinta</dc:creator>
	<dc:creator>Murwatiningsih, Murwatiningsih</dc:creator>
	<dc:description xml:lang="en-US">This research aims to know the existence of pricing and promotion, influence the attitude of consumers against purchasing decisions through the brand image as intervening variable. The population of this research is that consumers do purchase decisions helbal medicine outlets Nyonya Meneer in East Semarang. Sampling by using acidental sampling technique, the number of respondents were 116 respondents. Data collection method used is the method of observation, and a questionnaire method. Path analysis Analyse the data using SPSS version 16. These results indicate that the promotions significantly influence purchase decisions through brand image for a total impact for 0.502, significantly influence the price of purchase&amp;nbsp; decisions through the brand image for a total of 0.421 and significantly influence the consumer attitudes of purchase&amp;nbsp; decisions through the brand image for a total of 0.214. The conclusions of this study proved that the brand image has a role as an intervening variable between promotions, price and consumer attitudes to purchase decisions. 
&amp;nbsp;</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2015-09-10</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/maj/article/view/8878</dc:identifier>
	<dc:identifier>10.15294/maj.v4i3.8878</dc:identifier>
	<dc:source xml:lang="en-US">Management Analysis Journal; Vol 4 No 3 (2015): Management Analysis Journal</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v4i3</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/maj/article/view/8878/5803</dc:relation>
</oai_dc:dc>