Pengaruh Promosi, Brand Image Dan Price Fairness Terhadap Keputusan Pembelian Momoyo
DOI:
https://doi.org/10.61722/jiem.v4i7.12175Keywords:
Promosi, brand image, price fairness, purchase decision, momoyoAbstract
Abstract. Rising rivalry within the food and beverage sector pushes firms to develop a sharper grasp of what drives consumers to buy. This study examines how promotion, brand image, and price fairness shape purchase decisions for Momoyo products in Bumiayu. A quantitative survey design was used, with questionnaires distributed to respondents who had previously bought Momoyo. Respondents were selected through purposive sampling, and the resulting data were processed using multiple linear regression in IBM SPSS Statistics. Findings show that promotion, taken on its own, does not significantly affect purchase decisions. Brand image, by contrast, exerts a positive and significant influence on purchase decisions and emerges as the strongest predictor among the three. Price fairness likewise contributes a positive and significant effect on purchase decisions.. Overall, the results suggest that reinforcing brand image and applying pricing that consumers perceive as fair are key levers for boosting purchase decisions, while current promotional efforts warrant further refinement to become more effective.
Keywords: Promotion, Brand image, Price fairness, Purchasing Decision, Momoyo
References
Arjang, Zulfikar, R., Mua, M. M., Candra, V., & Iswadi, U. (2024). Pengaruh Kualitas Produk, Persepsi Harga, dan Brand Image Universitas Indonesia Timur. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 3(3), 459–468.
Auliya, M. H., & Aliyanti, F. E. (2023). Pengaruh Potongan Harga, Promosi Penjualan, Display, dan Brand Image Terhadap Keputusan Pembelian. Asian Journal of Innovation and Entrepreneurship, 7(3), 2477–3824. https://dspace.uii.ac.id/handle/123456789/38995%0Ahttps://dspace.uii.ac.id/bitstream/handle/123456789/38995/17423064.pdf?sequence=1&isAllowed=y
Ismanto, W., Munzir, T., Rona, T., Lestari, L., & Ashari, E. (2022). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Obat Tetes Mata Merek Rohto Cool. International Journal of Integrative Sciences, 11(1), 200–210.
Lusianto, K. S. (2024). the Influence of Brand Image, Lifestyle, Promotion and Price on Oppo Mobile Phone Purchase Decisions At Anugerah Karya Abadi Kediri Store. Airlangga Journal of Innovation Management, 5(1), 91–106. https://doi.org/10.20473/ajim.v5i1.53735
Nabila, devina indi, & Dhakirah, S. (2021). Pengaruh Social Media Marketing di Instagram dan Brand Image terhadap Keputusan Pembelian pada produk Somethinc. 193–199.
Oktaviari, K. G., Gama, A. W. S., & Kusuma, I. G. A. E. T. (2023). The Mediating Role of Purchase Intention on the Effect of Product Quality and Price Fairness on Purchasing Decisions. Jurnal Ilmiah Akuntansi, 8(2), 366–378. https://doi.org/10.23887/jia.v8i2.66966
Rasyad, G. N. A., & Ikasari, H. (2024). Pengaruh Brand Image , Harga , Promosi , Dan Kualitas Produk Terhadap. Jurnal Maneksi, 13(2), 534–544.
Saputra, F. E., & Sholahuddin, M. (2024). Brand image as a mediator between green marketing and purchase intention. Eduvest Journal of Education and Innovation, 4(1), 233–245. https://scholar.google.com/scholar?q=Adnyani+Prianthara+2024+brand+image+mediator
Sherli, Yulianti, lilik noor, & Hasanah, N. (2023). Pengaruh Beauty Influencer dan Perceived Price Fairness Terhadap Keputusan Pembelian Produk Skincare. Jurnal Aplikasi Bisnis Dan Manajemen, 9(1), 305–317. https://doi.org/10.17358/jabm.9.1.305
Sofyan, D., Mar’aini, M., Napitupulu, A. A., Sim, G. N., & Jocelyn, J. (2024). Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Shopee. Jurnal Pustaka Manajemen (Pusat Akses Kajian Manajemen), 4(1), 17–22. https://doi.org/10.55382/jurnalpustakamanajemen.v4i1.733
Stiawan, I. G. B. H., & Jatra, I. M. (2022). The Role of Brand Image Mediate the Influence of Price Fairness on Purchase Decisions for Local Fashion Brand Products. European Journal of Business and Management Research, 7(3), 114–117. https://doi.org/10.24018/ejbmr.2022.7.3.1244
Tamara, N. I., & Masreviastuti. (2024). Pengaruh Social Media Marketing Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Skincare Camille Beauty. Jurnal Aplikasi Bisnis, 10(1), 100–106. https://doi.org/10.33795/jab.v10i1.4070
Utami, A. R., & Yohana, I. (2023). Peran Promosi Dan Kesadaran Merek Dalam Pengambilan Keputusan Pembelian Di Marketplace “Aladinmall.” Jurnal Riset Entrepreneurship, 6(2), 138. https://doi.org/10.30587/jre.v6i2.5759
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JURNAL ILMIAH EKONOMI DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
