Analysis of the Effect of Brand Image, Product Quality, and Social Media on Consumer Purchase Intentions of Kokumi's Contemporary Drinks in Manado City
Keywords:
Brand Image, Product Quality, Social Media, Consumer Purchase Intention
Abstract
In 2020, the overall economic situation in Indonesia experienced a decline in growth, where the retail industry also slumped. Increasing purchases through stimulating consumer purchase intentions is not an easy thing to do nowadays. Various factors need to be done as part of a marketing program to increase the purchase intention. Kokumi as a producer of contemporary drinks made from Boba for millennials, is relatively new, but efforts to increase consumer purchase intentions have been fantastic since 2018. multiple regression analysis with the number of respondents as many as 100 consumers of Kokumi in Manado. This study yielded several findings, including: 1) Simultaneously brand image, product quality, and social media affect consumers' purchase intentions, 2) partially product quality and social media affect consumers' purchase intentions, but 3) brand image has no effect on consumer purchase intentions of Kokumi's contemporary drinks in Manado . These results suggest that Kokumi can improve their brand image to be known by more consumers. Improving the quality and optimal use of social media, is also a marketing program to enhance Kokumi's brand image.
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2. Kankaew, K., Yapanto, LM, Waramontri, R., Arief, S., Hamsir, Sastrawati, N., & Espinoza-Maguiña, MR (2021). Supply chain management and logistics presentation: Mediation effect of competitive advantage. Uncertain Supply Chain Management, 9(2), 255–264.https://doi.org/10.5267/j.uscm.2021.3.007
3. Yapanto, LM, Tanipu, F., Paramata, AR, & Actors, E. (2020). THE EFFECTIVENESS OF FISHERY COOPERATIVE INSTITUTIONS. 17(25), 1329–1338.
4. Lasut, RF, Mandey, SL, Jan, AH. (2021). Analysis of the Effect of Service Quality and Premium Amount on Collectability Levels and Participant Satisfaction as Intervening Variables at BPJS Kesehatan Manado Branch. 633–646.
5. Musa, FNH, Tumbel, A., & Wullur, M. (2021). Discipline Analysis Of Work, Motivation And Loyalty Towards Employee Performance (Case Study At Gorontalo State University). 449–462.
6. Armstrong, Gary & Philip, Kotler. (2012). Marketing Fundamentals. Volume I, Translated by Alexander Sindoro and Benjamin Molan. Jakarta: Prenhalindo Publisher
7. Asma Saleem, Abdul Ghafar, Muhammad Ibrahim, Muhammad Yousuf and Naveed Ahmed, (2015). Product Perceived Quality and Purchase Intention with Consumer Satisfaction. Global Journal of Management and Business Research: E Marketing Volume 15 Issue 1.
8. Assauri Sofjan (2004). Marketing Management PT. Rajagrafindo Persada, Jakarta
9. Basu Swastha DH and Irawan, (2008). Management. Marketing. Modern.Yogyakarta:Liberty.
10. Coviello, N., Milley, R. and Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, (Vol.15 No. 4, pp. 18-33).
11. Dodi Iskandar, Rita Nurmalina, and Etty Riani, (2015). The effect of service, product quality, and perceived value on customer purchase intention and satisfaction. Indonesian Journal of Business and Entrepreneurship, Vol. 1 No. 2
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13. Esther Elsemina S, Wijanto, and Rizal Halim, (2015). The effects of social media advertising on enhancing purchase intention: an empirical study of facebook advertising. Journal of Business & Management Vol. 15, No. 2, P:49- 56
14. Ferdinand, AT (2006). Management Research Methods: Research Guidelines for Management Science Thesis, Thesis, and Dissertation Writing. Semarang: Diponegoro University Publishing Agency
15. Gaman and Sherington (1996). The science of food, 4theditions. Oxford Butterworth Heinemann.
16. Gregory Widiyanto and FX. Pujo Wibowo, (2021). Analysis of the Effect Product Quality, Trustworthiness, Convenience, Perceptions of Usefulness and Price on Purchase Intention during the Covid Pandemic 19. PRIMANOMICS : JOURNAL OF ECONOMICS AND BISNIS - VOL. 19 NO. 1
17. Gusti Noorlitaria Achmad, Doddy Adhimursandi, and Rahmawati, (2020) The influence of whatsapp advertisement on purchase decision to increase sales of local culinary products in the covid-19 pandemic period. International journal of economics, business and accounting Research (IJEBAR) Vol 4 Issued 4.
18. Ismat Ara Eti, Mohammad Abu Huraira and Mohammad Murshedul Bari, (2021). Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19. International journal of research in business and social science 10(1) (2021) 28-37.
19. Janny C. Hoekstra and Peter SH Leeflang, (2020). Marketing in the era of COVID 19.Italian Journal of Marketing (2020) 2020:249–260 https://doi.org/10.1007/s43039-020-00016-3
20. Jimin Shim, Joonho Moon, Myungkeun Song and Won Seok Lee, (2021). Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic. Journal of Sustainability 13:1758 https: doi.org/10.3390/su13041758.https://www.mdpi.com/journal/sustainability
21. Josephine Reena, R. Kanthiah Alias Deepak, C. Velaudham and M. Manivannan, (2019) Influence of brand image on purchase intention towards fmcg products. Journal of Emerging Technologies and Innovative Research (JETIR) Volume 6, Issue 1.
22. Kotler Philip (2007). Marketing Management Millennium Edition, Translated Edition.
23. Kotler, Philip and Kevin Lane Keller, (2008). Marketing Management, Volume 1, Erlangga Publisher. Jakarta.
24. Lauren Retter Copeland and RW McHaney, (2016). Social media influence on purchase intention: instrument validation. International Journal of Web Based Communities. DOI: 10.1504/IJWBC.2017.10003570.
25. Made Rony Nazarani and Gede Suparna, (2021). The effect of luxury brand, brand image, and product quality on purchase intention. American Journal of Humanities and Social Sciences Research (AJHSSR) e-ISSN:2378-703X Volume-5, Issue-1, pp-290-295
26. Mohd Rizaimy Shaharudin, Suhardi Wan Mansor, Anita Abu Hassan, Maznah Wan Omar and Etty Harniza Harun, (2011). The relationship between product quality and purchase intention: The case of Malaysia's national motorcycle/scooter manufacturer. African Journal of Business Management Vol. 5(20), pp. 8163-8176, September 16, 2011 Available online at http://www.academicjournals.org/AJBM ISSN 1993-8233.
27. Muhammed alnsour, (2018) Social media effect on purchase intention: Jordanian airline industry. Journal of Internet Banking and Commerce, June 2018, vol. 23, no. 2.
28. Murthy Dhiraj (2013) Twitter, social communication in the twitter age. Cambride: Polity Press
29. Patria Laksamana, (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia's Banking Industry. International Review of Management and Marketing, 2018, 8(1), 13-18.
30. Paolinus Hulu Endang Ruswanti and Nia Puspita Hapsari, (2018). Influence of Product Quality, Promotion, Brand Image, Consumer Trust towards Purchase Intention (Study Case on Pocari Sweat Isotonic Drink). IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 20, Issue 8. Ver. I (August 2018), PP 55-61.
31. Potter, NN, & J. H Hotchkiss. (2012). Food science (5th edition). New York: Chapman and Hall.
32. Putri Sugianto (2016). The Influence of Social Media on Buying Interest. Consumers Cherie PERFORMA: Journal of Management and Business Start-Ups. Volume 1, Number
33. Rangkuti Freddy (2004). Marketing Research. Fifth Printing. PT. grammar. Main Library. Jakarta
34. Ryu, K., H Lee., & WG Kim. (2012). The Influence of The Quality of The Physical Environment, Food, and Service on Restaurant Image, Customer. International Journal of Contemporary Hospitality Management, Vol.24, No. 2, pp. 200–223.
35. Sant Louis Liewin and Genoveva Genoveva, (2020). The role of purchase intention on international food brands during the covid-19 pandemic. Published at The 4 th International Conference on Family Business and Entrepreneurship
36. Sanjaya, Ridwan and Joshua Tarigan. (2009). Creative Digital Marketing. Jakarta: PT Elex. Komputindo Media
37. Schiffman Leon and Kanuk, Leslie Lazar (2008). Consumer Behavior 7th Edition Translated edition.
38. Sugiyono (2018). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alphabeta.
39. Sadarsanam (2016). Social Media Listening and Monitoring for Business Applications; Social Media Metrics. Advances in E-Business Research (AEBR) Book Series.
Published
2021-08-21
How to Cite
Rilya, R. R., Mandey, S. L., & Wenas, R. S. (2021). Analysis of the Effect of Brand Image, Product Quality, and Social Media on Consumer Purchase Intentions of Kokumi’s Contemporary Drinks in Manado City. International Journal on Economics, Finance and Sustainable Development, 3(8), 92-109. https://doi.org/10.31149/ijefsd.v3i8.2117
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