Pengaruh Brand Image dan Iklan Terhadap Perilaku Pembelian Konsumen Pada Mixue Cabang Cifest Cikarang
DOI:
https://doi.org/10.31004/joecy.v5i2.757Keywords:
Brand Image, Advertising, Consumer Purchase Behavior, Mixue, Linear Regression.Abstract
This study aims to analyze the influence of brand image and advertising on consumer purchasing behavior at Mixue Jababeka Branch. Mixue is a popular beverage and ice cream brand in Indonesia, known for its creative and massive marketing strategy on social media. This research used a quantitative approach with a survey method involving 70 respondents who are Mixue consumers. The instrument used was a Likert-scale questionnaire. The results indicate that brand image and advertising have a positive relationship with consumer purchasing behavior. However, their influence is not statistically significant, suggesting that other factors such as price, product quality, and social recommendations should also be considered in understanding consumer purchase decisions. This research is expected to provide insights for business practitioners in formulating more targeted marketing strategies.
References
ALdhal, S. (2022). Falktor Revolusi Perilalku Konsumen Eral Digitall: Seblualh Tinjalualn Literaltur. Jipis, 31(2), 134–148.
ALrdhillalh, G., Yohalnal, C., & Praltalmal Salri, D. AL. (2023). Pengalruh Iklaln Medial Sosiall daln Seleblriti Pendukung terhaldalp Nialt BLeli Produk Skincalre Lokall di Instalgralm. Jurnall BLisnis, Malnaljemen, Daln Keualngaln, 4(1), 132–145. https://doi.org/10.21009/jblmk.0401.10
ALrialnty, N., & ALndiral, AL. (2021). Pengalruh BLralnd Imalge daln BLralnd ALwalreness Terhaldalp Keputusaln Pemblelialn. Malneggio: Jurnall Ilmialh Malgister Malnaljemen, 4(1), 39–50. https://doi.org/10.30596/malneggio.v4i1.6766
Ciswalti, S., & Septalyudal, I. (2023). ALnallisis Falktor – Falktor Yalng Mempengalruhi Perilalku Konsumen Terhaldalp Keputusaln Pemblelialn Lalptop. Jurnall Menalral Ekonomi : Penelitialn Daln Kaljialn Ilmialh BLidalng Ekonomi, 9(2), 61–71. https://doi.org/10.31869/me.v9i2.4215
Dewi, R. (2021). Pengalruh Dalyal Talrik Daln Keualtaln Iklaln Terhaldalp Minalt Pemblelialn. ALkMen, 18(2), 209–218.
Eli ALchmald Malhiri. (2020). Pengalruh BLralnd Imalge daln Store ALtmosphere Terhaldalp Keputusaln Pemblelialn Paldal Konsumen BLaldaln Usalhal Milik Desal (BLUMDES) Malrt BLalnjalraln. Coopetition : Jurnall Ilmialh Malnaljemen, 11(3), 227–238. https://doi.org/10.32670/coopetition.v11i3.154
Fitrialni, M., ALndrialn, AL., & Sumalntyo, F. D. S. (2023). Dalmpalk BLralnd Imalge, BLralnd ALwalreness Daln Kuallitals Produk Terhaldalp Keputusaln Pemblelialn Mixue Di Summalrecon BLekalsi. Jurnall Econominal, 2(9), 2531–2544. https://doi.org/10.55681/econominal.v2i9.832
Halryalnto, T., & Halrsono, M. (2022). BLralnd Imalge dallalm Kaljialn Filsalfalt Ilmu. Jurnall Malnaljemen BLisnis Daln Keualngaln, 3(2), 115–130. https://doi.org/10.51805/jmblk.v3i2.71
Kevin Jonalthaln Kurnialwaln, Reynalldo Walhyudi, & Calthalrinal ALprilial Hellyalni. (2023). Pengalruh BLralnd ALwalreness Daln BLralnd Imalge Terhaldalp Keputusaln Pemblelialn Produk Mixue Di Kotal Mallalng. Jurnall Riset Malnaljemen Daln Ekonomi (Jrime), 1(3), 231–242. https://doi.org/10.54066/jrime-itbl.v1i3.434
Kustialwaln, W., ALnggrial, P., Ralsyid, AL. R., Nalinggolaln, AL., & Syalhputral, M. AL. (2022). Negoisalsi Seblalgali Pesaln Sekalligus Kerjal Komunikalsi Politik. JIKEM: Jurnall Ilmu Komputer, Ekonomi Daln Malnaljemen, 2(1), 2025–2035.
Lumintalng, F. Y., Pio, R. J., & Talmengkel, L. F. (2022). Pengalruh Perilalku Konsumen Terhaldalp Keputusaln Pemblelialn Halndphone Salmsung di Toko Ds Solution Kotal Malnaldo. Productivity, 3(4 SE-ALrticles), 361–366. https://ejournall.unsralt.alc.id/v3/index.php/productivity/alrticle/view/42989
Malkaltumpials, D., Monihalralpon, S., Talwals, H. N., & Green, P. (2018). Pengalruh Green Product Daln BLralnd Imalge Terhaldalp Keputusaln Pemblelialn Produk Oriflalme Di Malnaldo. 4063 Jurnall EMBLAL, 6(4), 4063–4072. desrialni.malkaltumpials03@gmalil.com silcyljeoval@yalhoo.com%0ALhendralnovitalwals@yalhoo.com
Mulial, H. (2020). Pengalruh Iklaln Daln Kuallitals Produk Terhaldalp Keputusaln Pemblelialn Studi Kalsus Paldal Cv Cemilaln Kunik Galrut. Eqien: Jurnall Ekonomi Daln BLisnis, 7(2), 29–37. https://doi.org/10.34308/eqien.v7i2.135
Rizkalsalri, AL. AL., Semmalilal, R. BL., & Malhmud, AL. (2024). YUME : Journall of Malnalgement Pengalruh BLralnd Imalge , Promotion Mix Daln Kuallitals Produk Terhaldalp Keputusaln Pemblelialn Produk Ice Crealm " Mixue " Paldal Malhalsiswal Di Universitals Muslim Indonesial. YUME : Journall of Malnalgement, 7(2), 1101–1114.
Septialnis, AL., & Salino. (2023). Pengalruh Lalblelisalsi Hallall Daln BLralnd Imalge Ice Crealm Mixue & Teal Terhaldalp Keputusaln Pemblelialn Konsumen Remaljal Kotal Suralblalyal. Jurnall Ilmialh Walhalnal Pendidikaln, 9(22), 67–79.
Syalfiral, D., & ALkblalr, D. (2023). Penggunalaln Digitall ALdvertising Dallalm Promosi Chalmpionship Event Oleh Myedusolve. BLisnis Event, 4(13), 1–9. https://doi.org/10.32722/blev.v4i13.5543
Wiblisono, S., Ilyals, AL., & BLalhri, K. (2023). Pengalruh Galyal Hidup , Sualsalnal Toko daln Kuallitals Pelalyalnaln Terhaldalp Keputusaln Pemblelialn di Malsal Palndemi Covid-19 di @ ALdalkopi Palrung BLogor sepaltutnyal Indonesial mempunyali dalyal talrik tersendiri untuk pengusalhal ritel , dimalnal ritel. 2(4), 246–265.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Fatin Salsabila, Muhammad Muadz Al Qarny, Mutty Destianty Putry, Luthfiah Istiqomah, Retno Purwani Setyaningrum
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
