Pengaruh Bauran Promosi terhadap Minat Beli dengan Mediasi Brand Image

Abstract

The economic growth of the food and beverage industry in East Java keeps on increasing. In 2018, Cikake wasestablished in Surabaya, of ering rice-bowl as its main product. Since 2019 Cikake has had its first outlet at afood court called Foodland Pandaan, in Pandaan, East Java. Cikake has a commitment in which every twoyears will open several of line stores or outlets starting from several cities around Surabaya. During twoyearsrunning, Cikake's sale turnover has always fluctuated, which has drives Cikake to do promotional activities toimprove Cikake's brand image and purchase intention of Cikake consumer. This research aims to determine theef ect of promotional mix on purchase intention, the ef ect of promotional mix on brand image, the ef ect of brand image on purchase intention, and the ef ect of promotional mix on purchase intention by mediating brandimage. This type of research is quantitative. The population in this research is people who have an interest inCikake product. The sample consists of 190 respondents using the purposive sampling technique. Data analysisin the research uses Partial Least Square with SmartPLS 3.0 program to calculate data. This research indicatesthat brand image significantly mediates the ef ect of promotional mix on purchase intention. Likewise, thepromotional mix significantly af ects brand image. Also, promotional mix and brand image significantly af ect purchase intention.