The influence of brand image and promotion on purchase decisions of Eiger footwear products
A case study at the Eiger Grand Depok City branch
DOI:
https://doi.org/10.60036/jbm.847Keywords:
Brand Image, Promotion, Purchase DecisionAbstract
This study aims to analyze the influence of brand image and promotion on purchasing decisions of Eiger shoes (Case Study at Eiger Branch Grand Depok City). The background of this research is based on the relatively low sales figures of Eiger shoe products compared to other Eiger product categories, despite Eiger being recognized as one of the top brands in Indonesia. This research employs a quantitative approach using a survey method. The data analysis technique used is multiple linear regression with the assistance of SPSS software. The results of the study indicate that, partially, brand image does not have a significant influence on purchasing decisions, whereas promotion has a significant effect on purchasing decisions. However, simultaneously, brand image and promotion have a significant influence on purchasing decisions. The coefficient of determination shows that brand image and promotion contribute 55.9% to purchasing decisions. This indicates that an effective promotional strategy can increase consumer purchase interest even if the brand image is not yet fully established. These findings imply that Eiger needs to strengthen its brand image, particularly in terms of product identity and differentiation, while maintaining and optimizing its promotional strategies effectively.
Downloads
References
Abbas, M., Minarti, A., & T, U. (2022). The Influence of Promotion on Sales Increase at Toko Sulawesi Soppeng. Metansi Scientific Journal (Management and Accounting), 5(1), 49–56. https://doi.org/10.57093/metansi.v5i1.156
Akbar, H. M., & Rinawati, R. (2018). Eiger brand repositioning as an outdoor product. Proceedings of Communication Management, 4(1), 82–87.
Andriani, Z., & Nasution, S. M. A. (2023). The influence of service quality, price, and promotion on fashion purchase decisions on TikTok Shop. Bursa: Journal of Economics and Business, 2(2), 209–220.
Aprilia, I. E., Putri, A. B., & Sanusi, A. (2023). The influence of price, product quality, and service quality on purchase decisions at Mie Aceh Jamboe Raya Restaurant in Bandar Lampung. Proceedings of Darmajaya National Seminar, 1(1), 249–267.
Budi Setiawan, A., & Fitri Rahmawati, N. (2020). The influence of viral marketing and brand image on customer trust (Case study: Shopee users, STIAM Jakarta undergraduate program, class of 2015-2018). Desember 2020 JAMBIS, 1(1), 12.
Dewi, M. I. A. P., Setyohadi, J. S., & Tjitrosumarto, S. (2023). The influence of promotion and brand image on purchase decisions of Emina cosmetics in Cipayung District. BULLET: Multidisciplinary Scientific Journal, 2(04), 910–921.
Ernawati, D. (2024). The influence of product quality, product innovation, and promotion on purchase decisions of Hi Jack Sandals Bandung. JIIP – Scientific Journal of Education,, 7(4), 3736–3740. https://doi.org/10.54371/jiip.v7i4.4280
Fachry, F. (2020). The influence of Karawang batik purchases at Ramayana Mall, Karawang. Journal of Management Science, 2(1), 37–44.
Firmansyah, M. A (2019). Product and brand marketing. August Edition. 1–337.
Ghozali, I. (2018). Multivariate analysis application with IBM SPSS 25 program (9th ed.). Diponegoro University.
Haque-fawzi, M. G., Iskandar, ahmad syarief, Erlangga, H., Nurjaya, Sumarsi, D., & I. (2022). Marketing strategy: Concepts, theories, and implementation. Pascal Books. http://repository.ibs.ac.id/id/eprint/4973
Kotler, P dan Keller, K. L. (2016). Marketing management (Vol. 1). Erlangga.
Larika, W., & Ekowati, S. (2020). P The influence of brand image, price, and promotion on purchase decisions of Oppo smartphones. Journal of Human Capital and Business Management (Jmmib), 1(1), 128–136.
Nora Anisa Br. Sinulingga, SE., MM, Dr. Hengki Tamando Sihotang, M. K. (2020). Consumer behavior: Strategies and theories. https://books.google.co.id/books?id=g646EAAAQBAJ&pg=PA102&hl=id&source=gbs_selected_pages&cad=1#v=onepage&q&f=false
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Factors influencing brand equity: Brand trust, brand image, perceived quality, and brand loyalty. Applied Management Science Journal, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459
Purwanto, E. (2023). The influence of marketing mix on impulse buying decisions. MISSY Journal (Management and Business Strategy), 4(1), 77–83. https://doi.org/10.24929/missy.v4i1.2760
Putri, Y., & Rahmawati, W. (2021). The influence of brand image and promotion on Nutrijell purchase decisions in Padang City. Pustaka Management Journal, (2), 1(1), 1–5.
Rachmawati, D., Shukri, S., Ferdous Azam, S. M., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in selangor, malaysia. Management Science Letters, 9(9), 1341–1348. https://doi.org/10.5267/j.msl.2019.5.016
Rahimah, A., Tanzil, R., & Hikmah, M. (2022). The role of green advertising on brand image and its impact on purchase decisions. INOBIS: Indonesian Journal of Business Innovation and Management, 6(1), 104–120. https://doi.org/10.31842/jurnalinobis.v6i1.262
Romadani, M., Hildayanti, S. K., & Lazuarni, S. (2023). The influence of brand image and product quality on Eiger shoes purchase decisions. EMA Journal, 8(2), 143. https://doi.org/10.51213/ema.v8i2.353
Sahir, S. H. (2021). Research methodology. Cv KBM Indonesia. https://books.google.co.id/books?id=PinKEAAAQBAJ&lpg=PT3&hl=id&pg=PT3#v=onepage&q&f=false
Sari, M., Tolan, F. A. O., & Pelleng, A. Y. (2021). The influence of promotion on purchase decisions at Online Shop Mita (Study on community in Wanea District, Karombasan Selatan Village, Environment IV, Manado City). Productivity, 2(5), 360–364.
Setiawan, A. W., Fadhilah, M., & Hutami, L. T. H. (2023). Enhancing purchase decisions through product innovation, product quality, and brand image at Mixue Yogyakarta. RESLAJ: Religion Education Social Laa Roiba Journal, 6(3), 1157–1177. https://doi.org/10.47467/reslaj.v6i3.4846
Sinaga, B. A., & Sulistiono, S. (2020). The influence of electronic word of mouth and social media promotion on buying interest in Eiger fashion products. Kesatuan Scientific Journal of Management, 8(2), 79–94. https://doi.org/10.37641/jimkes.v8i2.329
Sugiyono. (2023). Quantitative, qualitative, and R&D research methods (5th ed., Sutopo, Ed.). Alfabeta Bandung.
Sugiyono, Dr. Puji Lestari, M. S. (2021). Communication research methods (Quantitative, qualitative, text analysis, how to write articles for national and international journals). Journal of Development Economic Dynamics, (Vol. 1, Issue 3, pp. 1–695). https://doi.org/10.14710/jdep.1.3.35-45
Umma, N., & Nabila, R. (2023). The influence of online customer reviews, brand image, and religiosity on purchase decisions with consumer trust as a mediating variable (Study on Shopee marketplace users from Generation Z). IQTISHADIA: Journal of Islamic Economics & Banking, 10(1), 30–47. https://doi.org/10.19105/iqtishadia.v10i1.8407
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dewi Intan, Djoko Setyo Widodo, Dwi Rachmawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
