Analysis of The Influence of Online Selling, Digital Brand Image and Digital Promotion on Purchase Intention of Instant Noodle Products

Authors

  • Rini Nuraini Universitas Nasional
  • Victor Lamboy Sinaga Institut Bisnis dan Multimedia Asmi
  • Tri Yusnanto STMIK Bina Patria
  • Iwan Henri Kusnadi Universitas Subang
  • Didit Hadayanti Universitas Al Ghifari

Keywords:

Product Attributes, Online Advertising, Sales Promotion, Brand Awareness, Purchase Intention

Abstract

This research aims to analyze the influence of brand awareness, sales promotions, online advertising, and product attributes on purchase intentions. This research uses a conclusive research design with a descriptive research design. This research data sampling is classified as a single-cross-sectional design. The data collection method is in the form of a questionnaire. This research uses Lisrel to carry out SEM measurements. The research results succeeded in proving that there is a positive influence between brand awareness and sales promotion on purchase intention. Meanwhile, online advertising and product attributes were found not to influence purchase intention. Therefore, it is important for companies that have large advertising costs to improve these factors in various ways. Based on the research results, there are several conclusions that can be drawn. First, product attributes such as taste, packaging, price, and ease of cooking do not have a significant influence on purchase intentions. This shows that the characteristics of the product are not the main factors considered by consumers before making a purchase. Second, online advertising does not have a positive influence on purchase intentions. This may be caused by a lack of attractive and trustworthy advertising messages, according to consumer perception. Third, sales promotions, such as discounts or additional portions, have a significant positive influence on purchase intentions. This shows that consumers tend to be more interested in buying if there is an attractive promotional offer. Finally, brand awareness of the product has a significant influence on purchase intention. This shows that consumers' ability to recognize a brand has an impact on their tendency to buy that product.

References

Wong, J. X., Malik, I. S., Masri, R., & Alias, S. S. (2020). Creating Brand Awareness through YouTube. TEST Engineering & Management, 7970-7976.

Tannady, H., Dewi, C. S., & Gilbert. (2024). Exploring Role of Technology Performance Expectancy, Application Effort Expectancy, Perceived Risk and Perceived Cost On Digital Behavioral Intention of GoFood Users. Jurnal Informasi Dan Teknologi, 6(1), 80-85. https://doi.org/10.60083/jidt.v6i1.477

Romindo, R., Suradi, A., Yusnanto, T., Altin, D., Boari, Y., Barlian, A., ... & Judijanto, L. (2024). E-COMMERCE DAN E-BUSINESS: Konsep dan Implementasi. Yayasan Literasi Sains Indonesia.

Rachmad, Y. E. (2022, September). The Influence And Impact of The Money Burning Strategy on The Future of Startups. In Adpebi Science Series, Proceedings of Adpebi International Conference on Management, Education, Social Science, Economics and Technology (AICMEST) (Vol. 1, No. 1).

Özgul, E. (2021). Impact of Social Media Usage Activities on Brand Awareness. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 217-234.

Kanafi, K., Yusnanto, T., & Triwulandari, K. (2022). Implementasi Media Promosi Radio Tidar FM Magelang Berbasis Multimedia. DoubleClick: Journal of Computer and Information Technology, 5(2), 119-125.

Rachmad, Y. E., & Budiyanto, B. (2022, March). Perception Analysis of Sales Volume on Partner Who Using Three Food Delivery Apps in Surabaya. In International Conference of Business and Social Sciences (pp. 116-122).

Cha, S. S. (2020, Januari 8). A Cross-National Study on Selection Attributes of Instant Noodle between China and Korea. Journal of Food Products Marketing, 26(1), 1-16. doi:https://doi.org/10.1080/10454446.2019.1711483

Prabandani, D., Herlyana, A., & Pramayu, A. P. (2024). The major impact of coal mining service activities to GHG emissions: Case study at PT Bukit Makmur Mandiri Utama (BUMA) jobsite Binsua and Lati. In E3S Web of Conferences (Vol. 485, p. 06007). EDP Sciences.

Rachmad, Y. E. (2022). Social Media Marketing Mediated Changes In Consumer Behavior From E-Commerce To Social Commerce. International Journal of Economics and Management Research, 1(3), 227-242.

Rahmawati, H. N., Pramayu, A. P., Tantia, A. A., & Putra, A. P. (2023, October). The Influence of Safety Culture Maturity Level with Site Safety Performance. In Proceeding Book of The International Conference on Manpower and Sustainable Development: Transformation of Manpower in the Changing World of Work (Vol. 1).

Inoni, O. R. (2022). Impact of Product Attributes and Advertisement on Consumer Buying Behavior of Instant Noodles. Izvestiya Journal of Varna University of Economics, 393-413.

Nasution, M. A., Tawil, M. R., Kushariyadi, K., Gumerung, J. W. L., & Lumentah, L. (2024). The Influence of Green Marketing Strategy on Purchasing Decisions with Emotional Desire as a Moderating Variable. International Journal of Economic Literature, 2(2), 386-394.

Liao, W. (2018). The Impact of Brand Awareness, Sales Promotion, Online Advertising, Product Attributes, on Chinese Tourist's Intention to Buy Thai Instant Noodle. Bangkok: Bangkok University.

Judijanto, L., Asniar, N., Kushariyadi, K., Utami, E. Y., & Telaumbanua, E. (2024). Application of Integrated Logistics Networks in Improving the Efficiency of Distribution and Delivery of Goods in Indonesia a Literature Review. Sciences du Nord Economics and Business, 1(01), 01-10.

Rachmad, Y. E. (2022). MediVerse: Challenges And Development Of Digital Health Transformation Towards Metaverse in Medicine. Journal of Engineering, Electrical and Informatics, 2(2), 72-90.

Moon, W. -C. (2023). Investigating the Effects of Sales Promotions on Customer Behavioral Intentions at Duty-free Shops: An Incheon International Airport Case Study. Journal of Airline and Airport Management, 18-30.

Pono, M., Reni, A., Osman, I., & Harisa, R. (2019, August). Performance enhancement strategy through business environment, product innovation and competitive advantages. In 3rd International Conference on Accounting, Management and Economics 2018 (ICAME 2018) (pp. 258-262). Atlantis Press.

Haslinda, H. (2022). The Influence of Customer Review, Influencer and Brand Awareness on Purchase Decision of Ms Glow Product In Wajo Regency (Doctoral dissertation, Universitas Hasanuddin).

Rachmad, Y. E. (2022, June). Perception of Social Media Marketing by Users of E-Commerce Marketplace and Online Food Delivery. In Proceeding of The International Conference on Economics and Business (Vol. 1, No. 1, pp. 121-134).

Hussain, T., & Zafar, F. (2021). The Impact of Brand Awareness on The consumers’ Purchase. Journal of Marketing and Consumer Research, 34-38.

Downloads

Published

05-03-2024

How to Cite

Nuraini, R. ., Lamboy Sinaga, V. ., Yusnanto, T. ., Henri Kusnadi, I. ., & Hadayanti, D. (2024). Analysis of The Influence of Online Selling, Digital Brand Image and Digital Promotion on Purchase Intention of Instant Noodle Products. Jurnal Sistim Informasi Dan Teknologi, 13–18. Retrieved from https://jsisfotek.org/index.php/JSisfotek/article/view/340

Issue

Section

Articles