Effect of Promotion Strategy on KFC Lampung Purchase Decisions with Purchase Intention as Mediating Variable
DOI:
https://doi.org/10.14421/jies.2020.1.2.209-217Abstract
Kentucky fried chicken (KFC) is a franchise company that implements a mix of promotion strategies with components that are considered influential in influencing consumer buying interest. KFC provides a menu in the form of fast food or ready-to-eat food, including fried chicken, french fries, burgers, spaghetti and carbonated drinks and so on. There are various forms of promotion from KFC restaurants, ranging from advertising in various media, both visual, audio and even magazines, billboards and air shows. This study aims to examine the effect of promotional strategies on consumer purchases with purchases intention as a mediating variabel. The method used in this study used 100 respondents. Statistical tests were performed using PLS-based Structural Equation Modeling. The validation test uses the loading factor value,while the reliability test uses the cronbach’s alpha value. And the result of this study are the Effect of Promotion Strategies on Consumer Purchases at KFC Kedaton Branch has a Significant Effect with Purchase Interest As a Mediation Variabe.
Keywords : Promotion strategy, Buying Decisions,Purchases Interes, Buying Interest
Downloads
Abstract viewed: 345 times
|
PDF downloaded = 281 times
References
Asri, Marwan.1991. Marketing. Yogyakarta: UPPAMP YKPN. Cannon, Joseph, dkk. 2009. Pemasaran Dasar. Jakarta: Salemba Empat.
Christian. 2011. Membangun Minat Beli. http:jurnal- sdm.blogspot.com.Diakses tanggal 19 Desember2012
Irawan, Putra dani.2013. Pengaruh Strategi Promosi Terhadap Keputusan Pembelian yang Dimediasi Oleh Minat Beli Pada Konsumen Matahari Departmen Store Yogyakarta. Yogyakarta: Universitas Negeri Yogyakarta.
Rizky,M.F,dan H Yasin 2014,”Pengaruh Promosi Dan Harga Terhadap Minat Beli Perumahan Obama PT.Nailah Adi Kurnia Sei Mencirim Medan”,Jurnal Manajemen & Bisnis Vol.14 No.02,pp.135-143
Martono,M.,dan S.R.Iriani 2014,”Analisis Pengaruh Kualitas Produk,Harga Dan Promosi Terhadap Minat Beli Konsumen Produk Batik Sendang Duwur Lamongan”,Jurnal Ilmu Manajemen,Vol.2.No. 2,pp. 687-699
Pradipta, H.O. 2014. Pengaruh Citra Merek dan Periklanan Terhadap Minat Beli Konsumen Produk Thermometer Digital Flexitemp One Med di Surabaya, Skripsi. Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA). Surabaya.
Taufiqurrohman. 2008. Pengaruh strategi promosi terhadap Keputusan pembelian sepatu pada Perusahaan sepatu house of mr. Pienk Malang. UIN.
Putra Dani Irawan . 2014. Pengaruh Strategi promosi terhadap keputusan pembelian yang dimediasi oleh minat beli konsumen Matahari Department Store. UNY
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2020 Journal of Islamic Economic Scholar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1.Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a 