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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
Published
2015-09-10
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

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.

Collaboration network of the authors

40 authors · 85 co-authorship links · 1 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • State University of Semarang
  • Institut Teknologi Sepuluh Nopember
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Joko WidodoAffiliation unknown4
Nina OktarinaAffiliation unknown2
Heri YantoAffiliation unknown2
Rusdarti RusdartiAffiliation unknown2
S MartonoAffiliation unknown1
Dewi NovianasariAffiliation unknown1
Suwito Eko PramonoAffiliation unknown1
Nova Mega PersadaAffiliation unknown1
Amin YusufAffiliation unknown1
Ferdinandus LuanAffiliation unknown1
Arief YuliantoState University of Semarang1
Yan Septio Bintoro AndaniAffiliation unknown1
Totok Sumaryanto. FAffiliation unknown1
Jefry Deska SetyawanAffiliation unknown1
Mukhsinatul ArifahAffiliation unknown1
M. HarlanuAffiliation unknown1
Tri Joko RaharjoAffiliation unknown1
Siti MunajiyahAffiliation unknown1
Novita SariAffiliation unknown1
Pipit MeillaniAffiliation unknown1
Muslimun MuslimunAffiliation unknown1
Efa Ariska FitriyaniAffiliation unknown1
Iryana Dewi AstutiAffiliation unknown1
Fahrur RoziInstitut Teknologi Sepuluh Nopember1
Sri PujiastutiAffiliation unknown1
Lilis NuryantiAffiliation unknown1
Saras Meilia PuspitasariAffiliation unknown1
Hening UjianingrumAffiliation unknown1
Arifa Miftahul JannahAffiliation unknown1
Dewi Yuniar MagetanaAffiliation unknown1
Rizal Eko WibowoAffiliation unknown1
Maman RachmanAffiliation unknown1
Astri Sulistiani RisnaediAffiliation unknown1
Ari Tri SoegitoAffiliation unknown1
Hindah Wasis HardaningtiastutiAffiliation unknown1
Hilda Dhaniartika Nurma’ardiAffiliation unknown1
M.Syakib Arsalan Citra PurnamaAffiliation unknown1
Sri SetyaningsihAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/maj/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<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>