PENGARUH HARGA, BRAND AWARENESS, CITRA MEREK DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PRODUK RENGGINANG UD. YULI MAKMUR DESA SEMIRING SITUBONDO

Abstract

The increasingly intense competition in the traditional snack business encourages business owners to understand the factors that influence consumer purchase decisions. This study aims to analyze the influence of Price, Brand awareness, Brand image, and Social media promotion on Purchase decisions with Purchase intention as an intervening variable on Rengginang products of UD. Yuli Makmur, Semiring Village, Situbondo. This study is an explanatory research with a quantitative approach. The population of this study consisted of consumers who were aware of the product and had purchased Rengginang products of UD. Yuli Makmur. The sample consisted of 110 respondents selected using a purposive sampling technique. Data analysis was conducted using Partial Least Square (PLS-SEM). The results of the direct effect hypothesis testing using SmartPLS 3.0 showed that Brand awareness had a significant positive effect on Purchase intention. Brand image and Purchase intention had a significant positive effect on Purchase decisions. In addition, Brand awareness had a significant positive effect on Purchase decisions through Purchase intention. Meanwhile, Price and Social media promotion did not have a significant effect on either Purchase intention or Purchase decisions. These findings indicate that Brand awareness, Brand image, and Purchase intention are important factors in increasing Purchase decisions for Rengginang products of UD. Yuli Makmur.