Pengaruh Promosi, Citra Merk, dan Kualitas Layanan Terhadap Minat beli pada Konsumen Mie Gacoan Semarang
DOI:
https://doi.org/10.55606/jurimbik.v6i3.2507Keywords:
Promotion, Brand Image, Service Quality, Purchase Intention, Mie GacoanAbstract
This quantitative research employs a causal associative design to evaluate how promotion, brand image, and service quality influence consumer purchase intention at Mie Gacoan in Semarang. Utilizing a purposive sampling technique, data were gathered from 100 respondents who had prior experience purchasing Mie Gacoan products. Multiple linear regression analysis performed via SPSS indicated that both promotion and brand image exert a positive and significant impact on purchase intention (p = 0.001). On the contrary, service quality demonstrates a significant negative effect (p = 0.001). Collectively, these three variables substantially drive purchase intention, with a coefficient of determination (R2) of 0.582. This suggests that the model accounts for 58.2% of the variance, whereas external factors explain the remaining 41.8%. These outcomes highlight the critical roles of promotion and brand image; therefore, management is advised to sustain effective marketing campaigns and strengthen their brand identity to capture a broader market.
References
Achsa, A., & Kurnianingsih. (2022). Analisis Citra Merek, Promosi, dan Minat Beli Konsumen (Studi Kasus : Mie Gacoan Magelang). ECODUCATION Economics & Education Journal, 4(2), 181–06. https://doi.org/http://ejurnal.budiutomomalang.ac.id/index.php/ecoducation
Aprialini, C., Muhidin, Y., & Utami, K. S. (2025). Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Produk Skincare Skintific pada Perempuan di Kota Yogyakarta. MASMAN Master Manajemen, 3(3), 147–155. https://doi.org/https://doi.org/10.59603/masman.v3i3.956
Baihaqi, M. I., Hadi, N. P. S., & Pradita, F. P. (2023). Penggunaan FintechPada Mahasiswa di Level PerguruanTinggi : Mengungkapkan Pengaruh Kualitas Produk, Promosi, dan Kualitas Pelayanan terhadap Minat Beli. Jurnal Daya Saing, 9.
Farahan, F. O., & Lestari, W. D. (2023). Pengaruh Bauran Pemasaran Dan Citra Merek Terhadap Niat Beli Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Produk Mie Gacoan Di Kota Surakarta). Jurnal Ilmiah Wahana Pendidikan, 2023(16), 263–275. https://doi.org/10.5281/zenodo.8240231
Kotler, P., & Keller, K. L. (2016). Marketing Management.United States of America: Person education Limited. https://books.google.com/books/about/Marketing_Management.html?hl=id&id=UbfwtwEACAAJ
Maharani, L., Prasetyo, A. W., Pratama, Y., Nastain, M., & Fariha, N. F. (2022). Pengaruh strategi promosi mie gacoan melalui aplikasi shopee food terhadap tingkat minat pembeli di lingkup mahasiswa universitas mercu buana yogyakarta angkatan 2022. LITERASI : Jurnal Ilmu Komunikasi, 1(1), 764–772.
Nur Fratnya Paramitha, S., Eka Febriansah, R., Rizal Yulianto, M., & Studi Manajemen, P. (2025). Pengaruh Citra Merek, Harga, dan Ulasan Pelanggan Terhadap Minat Beli Pada Konsumen Mie Gacoan Sidoarjo (Studi Pada Mahasiswa Umsida). Tekmapro : Journal of Industrial Engineering and Management, 20(1), 1–16.
Nur Ivan, J., Titik, D. W., & Sri Wahyuni, E. (2024). Pengaruh Citra Merek, Harga dan Kualitas Layanan Terhadap Minat Membeli Jasa Laundry Shoesbo. Zona Manajerial: Program Studi Manajemen (S1) Universitas Batam, 14(3), 137–150. https://doi.org/http://ejurnal.univbatam.ac.id/index.php/Manajerial
Sulastri, D. S. (2022). The Effect of Service Quality on Repurchase Interest at Mie Gacoan Restaurant in Bandung, Indonesia. International Journal Administration, Business and Organization (IJABO) |, 3(2), 43–51. https://ijabo.a3i.or.id
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
