Proceedings of the 2nd International Conference on Contemporary Risk Studies, ICONIC-RS 2023, 21-22 September 2023, Bali, Indonesia

Research Article

Increasing Buying Intention: The Role of Service Quality, Sales Promotion and Brand Image

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  • @INPROCEEDINGS{10.4108/eai.21-9-2023.2347979,
        author={Zihan  Rusydah and Mira  Andriyani and Sri Dewi Lestari and Muhammad Iqbal Baihaqi and Ina  Ratnamiasih},
        title={Increasing Buying Intention: The Role of Service Quality, Sales Promotion and Brand Image},
        proceedings={Proceedings of the 2nd International Conference on Contemporary Risk Studies, ICONIC-RS 2023, 21-22 September 2023, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={ICONIC-RS},
        year={2024},
        month={6},
        keywords={quality of service sales promotion brand image buying intention},
        doi={10.4108/eai.21-9-2023.2347979}
    }
    
  • Zihan Rusydah
    Mira Andriyani
    Sri Dewi Lestari
    Muhammad Iqbal Baihaqi
    Ina Ratnamiasih
    Year: 2024
    Increasing Buying Intention: The Role of Service Quality, Sales Promotion and Brand Image
    ICONIC-RS
    EAI
    DOI: 10.4108/eai.21-9-2023.2347979
Zihan Rusydah1, Mira Andriyani1, Sri Dewi Lestari1, Muhammad Iqbal Baihaqi1,*, Ina Ratnamiasih1
  • 1: Universitas Pasundan Bandung
*Contact email: miqbalbaihaqi@unpas.ac.id

Abstract

This study aims to determine the Effect of Service Quality, Sales Promotion and Brand Image and its impact on Buying Intention at PT. Agronesia division of BMC Pasteurized Milk. The method used in this study is quantitative method. Sampling using non probability sampling. Validity, reliability and multiple regression and correlation tests are performed to confirm the relationship between variables. The results stated that service quality, sales promotion and brand image had a significant effect on buying intentation. The influence of service quality is greatest on brand image so recommendations to improve service quality are a priority. Recommendations for subsequent research are presented at the end. The research is highly significant as it reveals the role of service quality, sales promotion, and brand image in enhancing consumers' buying intention. In the context of business and marketing, a profound understanding of these factors can provide valuable insights for companies to improve their strategies in influencing and strengthening consumers buying intention. By focusing on good service quality, effective sales promotion, and strong brand image, companies can build high consumer trust and satisfaction, ultimately driving sales growth and long-term success. Therefore, this research makes a significant contribution in informing sustainable business practices and successful marketing strategies.