Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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Analysis of Brand Image, Taste Variation, Price Perception and Promotion on Purchase Decision and Their Effect on Consumer Loyalty

(A Study of Consumer Oreo Mini Brand Biscuits in North Sumatra)

Authors
Maharani1, Ester Ike1, *, Amrin Fauzi1, Sugih Arto Pujangkoro1
1Universitas Sumatera Utara, Medan, Indonesia
*Corresponding author. Email: esterikemaharani@gmail.com
Corresponding Author
Ester Ike
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_119How to use a DOI?
Keywords
Brand image; Price perception; Promotion; Purchase decision; Customer loyalty
Abstract

This research was conducted in Medan, Tanjung Morawa, Kabanjahe, Tebing Tinggi, Pematang Siantar, Rantau Parapat, Padang Sidempuan, Tanjung Pura, Balige, Sibolga and Kisaran. This research’s problem was that the company has carried out various activities such as promotions, increasing the number of flavors, and decreasing prices using discounts and promotions on social media to increase sales. However, sales of Oreo Mini products have not increased. This study aims to analyze how brand image, taste variation, price perception, and promotion influence purchase decisions and the influence of purchase decision as a mediator on consumer loyalty to buy Oreo mini biscuits in North Sumatra. This study is quantitative research. The population in this study were all consumers of Oreo mini products in North Sumatra. The sample size in this study was 161 respondents. This research used SmartPLS (Partial Least Square) software to analyze the data. This research concludes that brand image, taste variation, price perception, and promotion positively and significantly affect customer loyalty. Brand image, taste variation, price perception, and promotion indirectly affect loyalty through purchase decisions.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_119How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Maharani
AU  - Ester Ike
AU  - Amrin Fauzi
AU  - Sugih Arto Pujangkoro
PY  - 2022
DA  - 2022/12/05
TI  - Analysis of Brand Image, Taste Variation, Price Perception and Promotion on Purchase Decision and Their Effect on Consumer Loyalty
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 955
EP  - 965
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_119
DO  - 10.2991/978-94-6463-008-4_119
ID  - 2022
ER  -