Pengaruh Promosi, Online Customer Review dan Brand Image terhadap Keputusan Pembelian
Studi pada Waroeng Hokki di Kabupaten Karangasem
DOI:
https://doi.org/10.55606/jebaku.v5i1.5460Keywords:
promotion, online customer reviews, brand image, purchase decisions, planned behavior theoryAbstract
The background of this research is that there is a gap in previous research regarding the influence of promotion, online customer reviews, and brand image on purchase decisions, as well as management problems faced by Waroeng Hokki in Duda Village, Karangasem Regency, Bali. The main problem is the instability of the number of consumers, which led to a decline in purchasing decisions in 2023- 2024. This situation shows that an effective marketing strategy is essential to increase consumer appeal. This study aims to examine the extent to which promotions, online customer reviews, and brand image affect consumer purchase decisions. This research is based on the Theory of Planned Behavior (TPB), which explains that consumer behavior is influenced by intentions, attitudes, subjective norms, and perceptions of control. This study uses a quantitative method by collecting data through a questionnaire survey, involving 100 respondents, including consumers who have and have never shopped at Waroeng Hokki. The sampling method used is purposive sampling. All data collected were analyzed using SPSS software by multiple linear regression methods, F-test, and t-test. The results of the study show that promotions, online customer reviews, and brand image have a positive and significant influence on purchase decisions. This means that the better the implementation of promotional strategies, customer review management, and brand image formation, the higher the consumer purchase decision. The implications of this study suggest that Waroeng Hokki continue to strengthen promotional activities, actively manage customer reviews, and build a consistent brand image to increase consumer loyalty and competitiveness in the local culinary industry.
Downloads
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ananta, I. G. B. N. D., & Respati, N. N. R. Pengaruh Brand image, Brand Satisfaction dan Brand Trust Terhadap Brand Loyalty Financial: E-Wallet.
Arfah, Y. (2022). Keputusan pembelian produk. PT Inovasi Pratama Internasional.
Azizah, K. S. N., Murdiyanto, E., Munawaroh, N. A., & Jauhari, A. (2024). Pengaruh Promosi Media Sosial, Electronic Word of Mouth (e-WOM) dan Service Quality Terhadap Keputusan Pembelian pada Kafe Teras Bapak Papar Kediri. Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, 8(8), 121-130.
Bordens, K. S., & Abbott, B. B. (2022). Research design and methods: A process approach (11th ed.). McGraw-Hill Higher Education.
Cahya, A. D., & Prabowo, R. E. (2023). Pengaruh Promosi, Online Consumer Review, Dan Brand image Terhadap Keputusan Pembelian (Studi Pada Pembeli E-Commerce Shopee Di Jawa Tengah). Management Studies and Entrepreneurship Journal (MSEJ), 4(5), 5667-5677.
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model keputusan pembelian melalui kepuasan konsumen pada marketplace: Kualitas produk dan kualitas pelayanan (Literature review manajemen pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211-224.
Dilasari, E. M., & Yosita, G. (2022). Pengaruh Cita Rasa Dan Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Konsumen Kopi Janji Jiwa Bandar Lampung. REVENUE: Jurnal Manajemen Bisnis Islam, 3(1), 25-40.
Erinawati, F., & Syafarudin, A. (2021). Pengaruh kualitas pelayanan, harga, promosi terhadap keputusan. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 1(1), 130-146.
Elfianis, R. (n.d.). Cara mengukur keberhasilan promosi. Rita Elfianis. Retrieved December 7, 2024, from https://ritaelfianis.id/cara-mengukur-keberhasilan-promosi/
Fitri, A., Rahim, R., Nurhayati, N., Azis, A., Pagiling, S. L., Natsir, I.,& Anugrah, N. E. (2023). Dasar-Dasar Statistika untuk Penelitian.
Foodizz. (2022, Oktober 11). 20 penyebab omset penjualan terus turun. Foodizz. https://foodizz.id/artikel/20-penyebab-omset-penjualan-terus-turun
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand image, Online customer review dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee. Jurnal Mirai Management, 7(2), 14-22.
Hariyanto, H. T., & Trisunarno, L. (2020). Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee. Jurnal Teknik ITS, 9(2), 234-239.
Hertina, D., Cahyadi, A., Munandar, A., & Saudi, M. H. (2022). Analysis of the Influence of Brand image and Product Quality on Product Purchase Decisions. Central Asia & the Caucasus (14046091), 23(1).
Ibrahim, S. A. N. S. (2023). Impact of online reviews on customer purchase decisions in E-commerce platforms. International Journal for Multidisciplinary Research, 5(3). https://doi.org/10.36948/ijfmr.2023.v05i03.3687
Kang, M., Sun, B., Liang, T., & Mao, H.-Y. (2022). A study on the influence of online reviews of new products on consumers’ purchase decisions: An empirical study on JD.com. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.983060
Keni, K., & Callista, C. (2021). Peranan brand image dan brand credibility dalam meningkatkan loyalty intention melalui brand commitment. MIX: Jurnal Ilmiah Manajemen, 11(1), 1–15.
Khasanah, S. H., Ariani, N., & Argo, J. G. (2021). Analisis brand image, kepercayaan merek, dan kepuasan merek terhadap loyalitas merek. Konferensi Riset Nasional Ekonomi Manajemen dan Akuntansi, 2(1), 394-411.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education.
Laksana, A. I. (2022). The influence of promotion and product quality on purchase decisions mediated by consumer satisfaction at PT. Maybank Indonesia Finance. International Journal of Current Science Research and Review, 5(2). https://doi.org/10.47191/ijcsrr/v5-i2-33
Lombok, V. V., & Samadi, R. L. (2022). Pengaruh Brand image, Brand Trust Dan Digital Marketing Terhadap Keputusan Pembelian Konsumen Pada Produk Emina (Studi Kasus Pada Mahasiswa
Manik, S. A., & Usman, B. (2024). Pengaruh E-Commerce, Sistem Informasi Akuntansi, Lingkungan Keluarga, dan Locus of Control terhadap Minat Berwirausaha Mahasiswa. Reslaj: Religion Education Social Laa Roiba Journal, 6(4), 1827-1843.
Mita, M., Pranatasari, F. D., & Kristia, K. (2021). Analisis Pengaruh Harga, Kemudahan Penggunaan, dan Ulasan Konsumen Daring Terhadap Keputusan Pembelian Pada Marketplace Shopee. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 4(4), 548-557.
Mustafa, R., & Setiawan, P. Y. (2022). Pengaruh Kewajaran Harga, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 11(5), 927.
Nabella, S. D. (2021). Improve Consumer Purchasing Decisions Through Quality of Service, Promotion And Quality of Information At PT. Ng Tech Supplies. International Journal of Science, Technology & Management, 2(3), 880-889.
Naveen, H. N., & Ramesh, H. N. (2022). Brand image – An extended arm for customer building. International Journal of Advanced Research in Science, Communication and Technology. https://doi.org/10.48175/ijarsct-7761
Ngadimen, A. N., & Widyastuti, E. (2021). Pengaruh social media marketing, online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening. Journal of Management and Digital Business, 1(2
Kotler, P., & Armstrong, G. (2024). Principles of marketing (19th ed.). Pearson.
Pan, M. (2023). Discussion of Online Reviews’ Impacts on Consumers’ Behaviors. Journal of Education, Humanities and Social Sciences, 13, 219-225. https://doi.org/10.54097/ehss.v13i.7897
Pratama, A., Wulandari, S. Z., & Indyastuti, D. L. (2022). Analisis Technology Acceptance Model (TAM) Pada Pembelian Aplikasi PLN Daily (Studi Empiris Pada Pegawai PLN UP3 Tegal). INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 5(3), 355-368.
Pradita, S. O., & Sitio, A. (2020). The impact of brand image and service quality on buying decisions and its implication on consumer satisfaction (Case study at PT IMI). Dinasti International Journal of Digital Business Management, 1(3), 143-156. https://doi.org/10.31933/dijdbm.v1i3.243
Putri, L. M., Wardhani, I. D., Maulana, W. A., Armadiana, A., Aurelya, A. T., & Pratminingsih, S. A. (2022). Effect of Product Attributes, Brand image and Sales Promotion on H&M Purchase Decisions.
Rahyuda, K. (2016). Metode Penelitian Bisnis. Udayana University Press.
Ramadhany, A. P., & Nopebrianti, N. (2022). The effect of promotion on consumer purchase decisions for GrabFood (Study in the city of Tasikmalaya). International Journal of Administration, Business & Organization, 3(1), 7–18. https://ijabo.a3i.or.id
Rasyid, F. (2022). Metodologi penelitian kualitatif dan kuantitatif: Teori, metode, dan praktek. IAIN Kediri Press.
Rinaja, A. F., Udayana, I. B. N., & Maharani, B. D. (2022). Pengaruh online customer review, word of mouth, and price consciousness terhadap minat beli di Shopee. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik, 9(3), 435-448.
Rihayana, I. G., Salain, P. P. P., Rismawan, P. A. E., & Antari, N. K. M. (2022). The influence of brand image, and product quality on purchase decision. International Journal of Business Management and Economic Review, 4(06). https://doi.org/10.35409/ijbmer.2021.3345
Riskiyah, N., Kunaifi, A., Matnin, M., & Asyari, Q. (2020). Store Atmosphere Dalam Meningkatkan Keputusan Pembelian Pada Restoran Kapal Jodoh Batu Marmar Pamekasan. Al Iqtishod: Jurnal Pemikiran Dan Penelitian Ekonomi Islam, 8(2), 54-62.
Rizki, P. A., & Prabowo, B. (2022). Pengaruh Brand image, Harga, dan Kualitas Produk Indomie melalui Kepuasan Konsumen sebagai Variabel Intervening Terhadap Loyalitas Pelanggan. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(5), 1543-1553.
Rozenkowska, N. M. (2023). Theory of Planned Behavior in Consumer Behavior Research: A Systematic Literature Review. International Journal of Consumer Studies, 47(1), 45–65.
Ramadhany, A. P., & Nopebrianti, N. (2022). The effect of promotion on consumer purchase decisions for GrabFood (Study in the city of Tasikmalaya). International Journal of Administration, Business & Organization, 3(1), 7–18. https://ijabo.a3i.or.id
Satriadi, W., Hendrayani, E., & Siwiyanti, L. Nursaidah.(2021). Manajemen Pemasaran.
Setiawan, C., Octarina, D., & Pangosta, J. R. (2022). The effect of promotion on purchase decision at Cafe Praja Bintaro, South Tangerang. TRJ Tourism Research Journal, 6(1). https://doi.org/10.30647/trj.v6i1.156
Sinaga, R. P. Y. B., & Hutapea, J. Y. (2022). Analisis pengaruh brand image, harga, dan review product terhadap keputusan pembelian skincare wardah pada mahasiswa unai. Jurnal Ekonomi, Sosial & Humaniora, 3(08), 12-25.
Sugiyono, P. D. (2024). Metode Penelitian Kuantitatif Kualitatif dan R&D. Penerbit Alfabeta
Suyana, M. (2016). Aplikasi Analisis Kuantitatif. CV Sastra Utama.
Suryantari, N. L. P. P., & Respati, N. N. R. (2022). Peran Brand image dalam Memediasi Hubungan Kualitas Produk dan Kualitas Pelayanan dengan Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 11(1), 391152.
Shahirah, R. A. (2023). Pengaruh Review Pelanggan Terhadap Keputusan Pembelian di Online Shop. MARAS: Jurnal Penelitian Multidisiplin, 1(3), 626-630.
Tarigan, M., & Tinambunan, A. P. (2023). The effect of social media-based promotion on tourism decision-making. International Journal of Environmental, Sustainability, and Social Science, 3(2), 504–511. https://doi.org/10.38142/ijesss.v3i2.328
Tapia-Bonifaz, A. G., Santillan-Castillo, J. R., & Vallejo-Chávez, L. M. (2023). Digital marketing and online purchasing decisions / El Marketing digital y las decisiones de compra online. Espirales: Revista Multidisciplinaria de Investigación Científica, 7(44), 42–56. https://doi.org/10.31876/er.v6i44.835
Tolan, M. S., Pelleng, F. A., & Punuindoong, A. Y. (2021). Pengaruh Promosi terhadap Keputusan Pembelian di Online Shop Mita (Studi pada Masyarakat Kecamatan Wanea Kelurahan Karombasan Selatan Lingkungan IV Kota Manado). Productivity, 2(5), 360-364.
Wen, J.-R., Lin, Z., Liu, X., Xiao, S., & Li, Y. (2020). The interaction effects of online reviews, brand, and price on consumer hotel booking decision making. Journal of Travel Research. https://doi.org/10.1177/0047287520912330
Yazid, Y., & Kawiryan, H. (2023). How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension. Asian Management and Business Review, 3(2). https://doi.org/10.20885/ambr.vol3.iss2.art7
Yulita, R., & Safrizal. (2023). Pengaruh Kualitas Pelayanan, Harga, Dan Fasilitas Terhadap Kepuasan Konsumen Pada Grand Hawaii Hotel Pekanbaru. Jurnal Ilmiah Multidisiplin, 2(01), 115–124. https://doi.org/10.56127/jukim.v2i01.455
Zusrony, E. (2021). Perilaku Konsumen di Era Modern. Yayasan Prima Agus Teknik.
Zakaria, W., Yuniati, U., & Puspitasari, E. (2023). Strategi membangun brand image dalam meningkatkan daya saing lembaga pendidikan. Indonesian Journal of Digital Public Relations (IJDPR), 1(2). https://doi.org/10.25124/ijdpr.v1i2.5545.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ekonomi Bisnis dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
