The Effect of Advertising and Personal Selling on Buying Decision with Brand Image as an Intervening Variable for Indofood Brand in Solo Raya

Authors

  • Dimas Raihan Putra Maulana Universitas Muhammadiyah Surakarta
  • Wuryaningsih Dwi Lestari Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.30595/pssh.v15i.924

Keywords:

Advertising, Personal Selling, Brand Image, Buying Decision, Marketing

Abstract

This research aimed to determine, through the use of the brand image as an intervening variable for the Indofood brand in Solo Raya, the direct or indirect effects of advertising and personal selling on purchasing decisions. Using purposive sampling combined with non-probability sampling approaches, 100 samples were employed in this investigation. With the use of SMART PLS 3.0 software, the Structural Equation Model Partial Least Square (SEM-PLS) was utilized as the analytical technique in this work. The analysis's findings demonstrate that: Advertising influences consumer behavior in a positive and significant way; personal selling influences consumer behavior in a positive and significant way; advertising influences consumer behavior in a positive and significant way; personal selling influences consumer behavior in a positive and significant way; and brand image influences consumer behavior in a positive and significant way. Additionally, brand image can mediate the relationship between advertising and consumer behavior through positive and significant outcomes. The Indofood brand has effectively employed advertising and personal selling as marketing methods to boost its sales and reputation.

References

B. Amelya, S. J. Nugraha, and V. A. Puspita, “Analisis Perbandingan Kinerja Keuangan PT Indofood Cbp Sukses Makmur Tbk Sebelum Dan Setelah Adanya Pandemi Covid-19,” J. Ilm. MEA (Manajemen , Ekon. , dan Akunt. ), vol. 5, no. 3, 2021.

A. Mardalis, “Meraih Loyalitas Pelanggan,” J. Manaj. dan Bisnis BENEFIT, vol. 9, no. 2, pp. 111 – 119, 2005, doi: 10.1007/s13398-014-0173-7.2.

H. Ali and Aan Widodo, “DETERMINASI KOMUNIKASI PEMASARAN: ANALISIS IKLAN, PERSONAL SELLING DAN PUBLIC RELATION,” J. Manaj. Pendidik. DAN ILMU Sos., vol. 3, no. 2, 2022, doi: 10.38035/jmpis.v3i2.1142.

T. Antric, D. McKie, and M. Toledano, “Soul searching: Public relations, reputation and social marketing in an age of interdisciplinarity,” Public Relat. Rev., vol. 45, no. 5, 2019, doi: 10.1016/j.pubrev.2019.101827.

G. M. D. Laras and E. Firmanyah, “CITRA MEREK DAN KEPUTUSAN PEMBELIAN KONSUMEN?: KASUS PADA PRODUK MIE INSTAN,” JWM (Jurnal Wawasan Manajemen), vol. 6, no. 2, 2019, doi: 10.20527/jwm.v6i2.148.

A. J. Zebuah, “ANALISIS IDENTITAS MEREK, LOYALITAS MEREK, CITRA MEREK, DAN KEPERCAYAAN MEREK TOYOTA,” J. Manaj. Pemasar., vol. 12, no. 2, 2018, doi: 10.9744/pemasaran.12.2.61-68.

F. Tjiptono, Strategi Pemasaran. Yogyakarta: Andi Offset, 2008.

M. Gesualdi, “Revisiting the relationship between public relations and marketing: Encroachment and social media,” Public Relat. Rev., vol. 45, no. 2, 2019, doi: 10.1016/j.pubrev.2018.12.002.

L. P. Saragih, D. Lie, E. Efendi, and S. Sherly, “PERANAN PERIKLANAN DAN PERSONAL SELLING TERHADAP PENINGKATAN VOLUME PENJUALAN PADA PT LOVELY HOLIDAYS TOUR AND TRAVEL CABANG PEMATANGSIANTAR,” SULTANIST J. Manaj. dan Keuang., vol. 5, no. 1, 2018, doi: 10.37403/sultanist.v5i1.81.

T. Tini, M. Sutomo, and I. N. Santi, “PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN KACAMATA PADA AGUNG OPTIK DI KOTA PALU,” J. Ilmu Manaj. Univ. Tadulako, vol. 5, no. 2, 2020, doi: 10.22487/jimut.v5i2.151.

A. P. Siregar, H. Tannady, I. A. Jusman, and P. A. Cakranegara, “Peran Harga Produk Dan Brand Image Terhadap Purchase Decision Produk Cold Pressed Juice Re . Juve,” Manag. Stud. Entrep. J., vol. 3, no. August, 2022.

B. Eisenhauer, B. Freeman, and A. C. Grunseit, “Instabrand courtside: a content analysis of marketing strategies by food and beverage brands during the 2021 Australian Open tennis tournament,” Aust. N. Z. J. Public Health, vol. 46, no. 6, 2022, doi: 10.1111/1753-6405.13308.

N. M. Deatami and I. Khasanah, “ANALISIS PENGARUH IKLAN DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi pada konsumen Sariayu di Semarang),” DIPONEGORO J. Manag., vol. 8, no. 4, 2019.

S. S. Akbar and M. F. Darmaputra, “Pengaruh Periklanan, Publisitas Dan Promosi Penjualan Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Konsumen UMKM Ikan Asap Demak),” EKOMBIS Rev. J. Ilm. Ekon. dan Bisnis, vol. 10, no. S1, 2022, doi: 10.37676/ekombis.v10is1.2017.

N. I. H. Yufa and W. D. Lestari, “Pengaruh Relationship Marketing , Kualitas Pelayanan , Dan Pengaruh Potongan Harga Dan Kualitias Pelayanan Terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi,” J. Mirai Manag., vol. 8, no. 2, pp. 614–626, 2023.

Windy Talitha Iswari, “PENGARUH STRATEGI MARKETING COMMUNICATION TERHADAP BRAND IMAGE PT TOKOPEDIA,” Translitera J. Kaji. Komun. dan Stud. Media, vol. 9, no. 2, 2020, doi: 10.35457/translitera.v9i2.978.

M. Alrwashdeh, O. L. Emeagwali, and H. Y. Aljuhmani, “The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in north Cyprus,” Manag. Sci. Lett., vol. 9, no. 4, 2019, doi: 10.5267/j.msl.2019.1.011.

T. Herdiana and D. Purnama Alamsyah, “COUNTRY OF ORIGIN DAN CITRA MEREK: UPAYA MENINGKATKAN MINAT BELI KONSUMEN,” J. Inspirasi Bisnis dan Manaj., vol. 1, no. 1, 2017, doi: 10.33603/jibm.v1i1.488.

Sugiyono, Metodelogi Penelitian Kuantitatif, Kualitatif Dan R&D. (Bandung: Alfabeta), vol. 4, no. 1. 2013.

A. Ferdinand, Metode Penelitian Manajemen, Edisi 5. Semarang: Universitas Diponegoro, 2014.

Downloads

Published

2024-01-18

How to Cite

Maulana, D. R. P., & Lestari, W. D. (2024). The Effect of Advertising and Personal Selling on Buying Decision with Brand Image as an Intervening Variable for Indofood Brand in Solo Raya. Proceedings Series on Social Sciences & Humanities, 15, 38–48. https://doi.org/10.30595/pssh.v15i.924