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Abstract
This study aims to analyze the influence of promotion and brand trust on the purchase intention of Glaze jam products marketed through modern trade channels in Tangerang City. The increasing competition in the food additive industry requires PT. Colatta, as the producer of Glaze, is to optimize its marketing strategy. However, the declining sales trend in recent months indicates that the implemented promotional strategy has not effectively attracted consumer interest. Additionally, brand trust is also a crucial factor in purchasing decisions. This study employs a quantitative approach using a survey method and multiple regression analysis. The population of this research consists of consumers who purchase Glaze jam products in modern trade channels in Tangerang City, while the sample is selected using purposive sampling techniques. Data was collected through questionnaires distributed to respondents who met the research criteria. The analysis results show that both promotion and brand trust have a significant influence on purchase intention. Therefore, PT. Colatta needs to enhance its digital marketing strategy, strengthen its brand image, and expand its distribution reach to compete effectively in a highly competitive market.
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References
- Adhari, M. (2021). The impact of perceived quality and brand trust on brand loyalty. Journal of Marketing Perspectives, 7(2), 89–105.
- Alma, B. (2007). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.
- Arikunto, S. (2010). Prosedur penelitian: Suatu pendekatan praktik. Jakarta: PT Rineka Cipta.
- Baker, M. J. (2000). Marketing strategy and management (3rd ed.). Palgrave Macmillan.
- Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93.
- Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. https://doi.org/10.1108/EUM0000000006475
- Durianto, D., Sugiarto, & Sitinjak, T. (2017). Strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek. Gramedia Pustaka Utama.
- Ferdinand, A. (2017). Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
- Grewal, D., & Levy, M. (2008). Marketing. Boston: McGraw-Hill.
- Irfanudin, A. M. (2020). Manajemen pemasaran: Konsep dasar dan strategi. Banten: CV. AA. RIZKY.
- Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River: Pearson Prentice Hall.
- Keller, K. L. (2020). Marketing Management. London: Pearson Education.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Lewis, P. S., Goodman, S. H., & Fandt, P. M. (2004). Management: Challenges for tomorrow's leaders. New York: McGraw-Hill.
- Liker, J. K., & Hoseus, M. (2008). Toyota culture: Jantung dan jiwa Toyota, Toyota way. Jakarta: Erlangga.
- Lupiyoadi, R., & Hamdani, A. (2018). Manajemen pemasaran jasa. Jakarta: Salemba Empat.
- Putri, S. E. (2022). The role of brand trust and consumer loyalty in purchase intention. International Journal of Business and Management Research, 10(1), 45–58.
- Rangkuti, F. (2016). Riset pemasaran. Jakarta: PT Gramedia Pustaka Utama.
- Raymond, F. (2017). Customer Purchase Intention and Brand Perception Analysis. Singapore: Springer.
- Sari, R., & Hermawan, A. (2017). Brand awareness and consumer purchase decision: An empirical study. Journal of Consumer Research, 15(3), 101-113.
- Sigit, B. (2007). Strategi Promosi dan Komunikasi Pemasaran. Jakarta: Penerbit Salemba Empat.
- Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
- Tjiptono, F. (2008). Strategi pemasaran. Yogyakarta: Andi.
- Tjiptono, F., & Candra, G. (2005). Service, quality, and satisfaction. Yogyakarta: Andi Offset.
References
Adhari, M. (2021). The impact of perceived quality and brand trust on brand loyalty. Journal of Marketing Perspectives, 7(2), 89–105.
Alma, B. (2007). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.
Arikunto, S. (2010). Prosedur penelitian: Suatu pendekatan praktik. Jakarta: PT Rineka Cipta.
Baker, M. J. (2000). Marketing strategy and management (3rd ed.). Palgrave Macmillan.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93.
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. https://doi.org/10.1108/EUM0000000006475
Durianto, D., Sugiarto, & Sitinjak, T. (2017). Strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek. Gramedia Pustaka Utama.
Ferdinand, A. (2017). Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Grewal, D., & Levy, M. (2008). Marketing. Boston: McGraw-Hill.
Irfanudin, A. M. (2020). Manajemen pemasaran: Konsep dasar dan strategi. Banten: CV. AA. RIZKY.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River: Pearson Prentice Hall.
Keller, K. L. (2020). Marketing Management. London: Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lewis, P. S., Goodman, S. H., & Fandt, P. M. (2004). Management: Challenges for tomorrow's leaders. New York: McGraw-Hill.
Liker, J. K., & Hoseus, M. (2008). Toyota culture: Jantung dan jiwa Toyota, Toyota way. Jakarta: Erlangga.
Lupiyoadi, R., & Hamdani, A. (2018). Manajemen pemasaran jasa. Jakarta: Salemba Empat.
Putri, S. E. (2022). The role of brand trust and consumer loyalty in purchase intention. International Journal of Business and Management Research, 10(1), 45–58.
Rangkuti, F. (2016). Riset pemasaran. Jakarta: PT Gramedia Pustaka Utama.
Raymond, F. (2017). Customer Purchase Intention and Brand Perception Analysis. Singapore: Springer.
Sari, R., & Hermawan, A. (2017). Brand awareness and consumer purchase decision: An empirical study. Journal of Consumer Research, 15(3), 101-113.
Sigit, B. (2007). Strategi Promosi dan Komunikasi Pemasaran. Jakarta: Penerbit Salemba Empat.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Tjiptono, F. (2008). Strategi pemasaran. Yogyakarta: Andi.
Tjiptono, F., & Candra, G. (2005). Service, quality, and satisfaction. Yogyakarta: Andi Offset.