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

Maharani, Ester Ike (), Amrin Fauzi and Sugih Arto Pujangkoro
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Maharani: Universitas Sumatera Utara
Ester Ike: Universitas Sumatera Utara
Amrin Fauzi: Universitas Sumatera Utara
Sugih Arto Pujangkoro: Universitas Sumatera Utara

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 955-965 from Springer

Abstract: 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.

Keywords: Brand image; Price perception; Promotion; Purchase decision; Customer loyalty (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_119

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DOI: 10.2991/978-94-6463-008-4_119

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