Pengaruh Bauran Promosi Pada Niat Pembelian Ulang Dengan Mediasi Ekuitas Merek Di Industri Permen
Hari Putra Prakarsa, Widya Paramita, S.E., M.Sc., Ph.D.,
2023 | Tesis | S2 MANAJEMEN (MM) JAKARTA
The average decline in the sales value of candies in Indonesia in 2020 compared to the previous year was 14.9%, particularly in the adult market segment, prompting marketers to compete in efforts to increase repeat purchase intentions and boost candy sales. The objective of this research is to examine the influence of each element of the promotional mix, consisting of advertising, sponsorship, sales promotion, public relations, on repeat purchase intentions with brand equity as a mediator.
This study employs a quantitative approach with a questionnaire as the research instrument. The sampling method used is non-probability with purposive sampling technique. The criteria set include individuals belonging to the millennial generation with birth years ranging from 1981 to 1996 (BPS 2020), residing in Indonesia, and being consumers of Kopiko who are aware of Kopiko candy advertisements, Kopiko candy sponsorship activities, sales promotion advertisements for Kopiko, and are aware that PT. Mayora Indah is the producer of Kopiko candies. The sample size in this study is 140 respondents and is analyzed using Partial Least Square (Smart PLS).
The results of this research indicate that advertising, sales promotion, and public relations have a positive and significant influence on brand equity. Sponsorship does not have a significant impact on brand equity. Brand equity has a positive and significant influence on repurchase intentions.
Kata Kunci : Bauran promosi, Iklan, Pensponsoran, Promosi Penjualan, Relasi publik, Ekuitas Merek, Niat Pembelian Ulang