The Influence of Point of Purchase, Brand Image and Increasing Turnover of Mutouch Product Sales in Yogya Riau Junction

##plugins.themes.academic_pro.article.main##

Wala Erpurini
Hakim Mulfatama
Restu Astuti

Abstract

This research aims to determine the effect of point of purchase and brand image on increasing sales turnover of Mutouch products in Yogya riau junction, the population in this study is consumers who shop for products in yogya riau junction, respondents in this study were 80 people, this research method uses the descriptive and associative research, which examines the effect between the independent variables and the dependent variable. The results of the research through descriptive analysis show that point of purchase and brand image on increasing sales turnover of Mutouch products in Yogya Riau Junction are in a fairly good category, the data analysis technique used is path analysis, associative testing shows the effect of point of purchase on turnover by 27, 33%, the influence of brand image on turnover by 29.6%, the effect of point of purchase and brand image on increasing sales turnover of Mutouch products in Yogya Riau Junction by 57,0%

##plugins.themes.academic_pro.article.details##

How to Cite
Erpurini, W., Mulfatama, H., & Astuti, R. (2022). The Influence of Point of Purchase, Brand Image and Increasing Turnover of Mutouch Product Sales in Yogya Riau Junction . Enrichment : Journal of Management, 12(2), 1413-1418. Retrieved from https://enrichment.iocspublisher.org/index.php/enrichment/article/view/405

References

Arumsari, D., & Khasanah, I. (2012). Analisis pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian air minum dalam kemasan (AMDK) Merek Aqua (Studi pada Konsumen Toko Bhakti Mart KPRI Bhakti Praja Provinsi Jawa Tengah). Fakultas Ekonomika dan Bisnis.
Irianto, A. B. P. (2015). pemanfaatan social media untuk meningkatkan market share UKM. Jurnal Teknomatika, 8(1), 1–12.
Listyawati, I. H. (2016). Peran Penting Promosi dan Desain Produk Dalam Membangun Minat Beli Konsumen. Jurnal Bisnis, Manajemen, Dan Akuntansi, 3(1).
Alma, Prof. Dr. H. Buchari. Manajemen pemasaran dan pemasaran jasa . Bandung : Alfabeta , 2021 .
dewi, Nila kusuma. "Jurnal manajemen dan kewirausahaan issn : 2086-5031." pengaruh iklan, citra merek dan kepuasan konsumen terhadap loyalitas konsumen dalam menggunakan vaseline hand and body lotion kota [adang (2012): 11-29.
Eka Pangestuti1, Kabul Trifiyanto. "Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi 3(1) Februari 2021." Pengaruh Point of Purchase Discount, Price Discount dan Bonus Pack Terhadap Impulse Buying (Studi pada Konsumen Indomaret di Kecamatan Kebumen) (2021): 124-127.
Fanny Puspita Sari, Tri Yuniati. "Jurnal Ilmu dan Riset Manajemen : Volume 5, Nomor 6, Juni 2016." PENGARUH HARGA CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (2016): 1-15.
Iwan, asron saputra. "Jurnal magisma ." Pengaruh citra merek dan promosi terhadap keputusan pembelian indocafe pada PT Prima Bintang Distributindo (2020): 17-24.
M, Dr. Chandra Wijaya. Dasar-dasar Manajemen . Medan: Perdana publishing, 2016 .
M, Ir. Agustina Shinta. Manajemen Pemasaran . Malang: UB Press, 2012.
Poli, Daniella Cynthia Sampepajung.Ferdinand. "Jurnal Bisnis, Manajemen dan Informatika." ANALISIS EFEKTIVITAS PROMOSI PENJUALAN POINT OF PURCHASE DISPLAYS DAN HADIAH LANGSUNG INDONESIA – SALES CENTER MAKASSAR (2017): 35-49.
Ramawati. Manajemen Pemasaran. Samarinda: Mulawarman, 2016.
Sidharta, Daniel Adhi Satria dan Helena. "PERFORMA: Jurnal Manajemen dan Start-Up Bisnis." PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PORKBALL (2017): 399-408.
Theresia Putri Kusuma Pasaribu, Agus Putranto. Peran Point of Purchase dalam Pembelian Tidak Terencana (Studi Deskriptif Kualitatif Mengenai Peran Point of Purchase dalam Pembelian Tidak Terencana pada Pengunjung Carrefour Maguwo Yogyakarta) (2021): 1-15.
Widiastuti, Sri. Manajemen komunikasi pemasaran terpadu . Depok : FEB-UP press, 2017.