Analisis Citra Merek, Variasi Rasa, Persepsi Harga dan Promosi terhadap Keputusan Pembelian dan Pengaruhnya pada Loyalitas Konsumen (Studi terhadap Konsumen Biskuit Merek Oreo Mini di Sumatera Utara)

Abstract

Some businesses raise their promotional activities in an effort to boost sales by using social media, new-flavor products, discount programs, and other initiatives. However, the sale has not improved. It is a research on Ore Mini declining sale product in the sales area of Medan, Tanjung Morawa, Kabanjahe, tebing Tinggi, Pematang Siantar, Rantau Parapat, Padang Sidempuan, Tanjung Pura, Balige, Sibolga, and Kisaran. The company has employed a number of promotional strategies including discounts, social media advertising, and the creation of new-flavor in order to increase the sales. In spite of this, the Oreo Mini sale has not improved. This quantitative research analyzes how brund image, flavor variants, price perception, and promotion affect purchase decision. In addition, it also delves into the effects of purchase decision as a moderating variable on Oreo Mini customer loyalty in Nort Sumatera. One hundred sixty one respondents of Oreo Mini consumers are taken as the sample of the research. The data collected is then analyzed by using Smart PLS (Partial Least Square) software. The findings indicate that brand image, flavor-variant, price perception, and promotion have positive and significant effects on customer loyalty. Meanwhile, brand image, flavor-variants, price perception and promotion have no direct effects on loyalty through purchase decision.