The Effect of Relationship Marketing, Promotions, and Brand Image on Purchasing Decision of Sahira Dates Syrup

Abstract

Aims: This study aimed to discover the effect of relationship marketing, promotions, and brand image on purchasing decision of Sahira Dates syrup. Study Design: Quantitative study Place and Duration of Study: Study location was in Bogor City, with a study duration of five months from August – December 2021. Methodology: An associative study using a quantitative approach. The study population was Sahira Dates syrup customers. The samples were 137 respondents, determined using purposive sampling. Data were collected using interviews, questionnaire, and documents. The study utilized validity test, reliability test, descriptive statistical analysis, classic assumption test, multiple linear regression analysis, and hypothesis test with the SPSS Statistic 20 program. Results: The study results showed that the total average of each variable was categorized as good. The relationship marketing sub-variable had a high average assessment, where employees of Sahira Dates syrup are fast and responsive in handling customer complaints. The promotion sub-variable had a high average assessment, where promotions in the form of rebates (IDR) and discounts (%) by Sahira Dates syrup can attract customers appeal to purchase. The brand image sub-variable had a high average assessment, where services offered by Sahira Dates syrup staff are positive. The purchasing decision sub-variable had a high average assessment, where the price as affordable by the public’s purchasing power. Partially, relationship marketing, promotion, and brand image variables positively and significantly affected purchasing decision. Meanwhile, simultaneously, relationship marketing, promotions, and brand image affected purchasing decision. The researcher suggests maintaining a better long-term relationship between the company and its customers by providing services about company information, product information, customer complaints, or consultations about herbal medicines through forums or other media communication in order to create good corporate and customer relationships and employees can better understand the character of each customer. Also improving marketing communication, including by doing promotions by giving discounts, buy 1 get 1, free shipping, and building with other products on social media such as Facebook (Meta), TikTok, Instagram, website, youtube, marketplace, and others. Conclusion: Relationship marketing, promotions, and brand image had a partial, positive, and significant effect on purchasing decision. Meanwhile, simultaneously, relationship marketing, promotions, and brand image affected purchasing decision.