Analysis of The Influence of Direct Marketing and Brand Image on Purchasing Decisions and Consumer Loyalty of 500 ml Sweet Condensed Milk of The Bagus Brand at PT. Riau Food Lestari Pekanbaru
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Abstract
This research aims to determine and analyze the influence of direct marketing and brand image on purchasing decisions and consumer loyalty of 500 Ml Brand Bagus sweetened condensed milk at PT. Riau Food Lestari. The population in this research is consumers who shop at PT. Riau Food Lestari is spread and the exact number is not known. Furthermore, sampling in this research used the Roscoe approach which resulted in 120 respondents and was determined using the accidental sampling method. Data analysis in this research uses the second-generation multivariate data analysis method, namely SEM or Structural Equation Model. Based on the results of the research conducted, the results showed that direct marketing has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, direct marketing has a positive and significant effect on consumer loyalty, brand image has a positive and significant effect on consumer loyalty, and purchasing decisions have a positive and significant effect on consumer loyalty of 500 Ml Good Brand sweetened condensed milk at PT. Riau Food Lestari.
References
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Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of Marketing. Australia: Pearson.
Astuti, A. R., & Sudarusman, E. (2019). Paffect Product Quality, Price and Brand Image on Customer Loyalty of Natural Nusantara Cosmetics in Gunungkidul. Business Review, 43–52. https://doi.org/10.35917/tb.v20i1.181
Bafadhal, A. S. (2020). Tourism Marketing Tourist Behavior Approach (Vol. 1). Malang: Media Nusa Creative.
Bakhroini, Junaedi, A. T., & Putra, R. (2022). Motivation, Work Culture, Commitment, and Leadership Style on Job Satisfaction and Employee Performance in Pekerjaan Umum dan Penataan Ruang (PUPR) Services in Kampar District. Journal of Applied Business and Technology, 3(1), 86–101.
Chandra, S., Tianto, A., Veronica, V., Ng, M., & David, D. (2023). The Influence of Products, Prices, Promotions, and Places on Purchase Decisions at PT. Arta Agrindo Subur Pratama Pekanbaru. Proceeding of International Conference on Business Management and Accounting (ICOBIMA), 2(1), 257–270. https://doi.org/https://doi.org/10.35145/icobima.v2i1.4084
Dalil, M., Sofyan Arief, D., Jahrizal, J., Junaedi, A. T., Susanti, W., Tendra, G., Renaldo, N., Koto, J., Musa, S., Wahid, N., & Cecilia, C. (2024). Empowering Farmers Through a Practical and Energy-Efficient Goat Feed Chopping Machine. International Conference on Business Management and Accounting, 2(2), 402–409. https://doi.org/10.35145/icobima.v2i2.5075
Desnelita, Y., Cesar, M., Gustientiedina, G., Hajjah, A., & Putri, R. N. (2025). Implementation of Certainty Factor Method in Mental Health Diagnosis Expert System in Adolescents Aged 18-24 Years. Journal of Applied Business and Technology (JABT), 6(1), 42–51. https://doi.org/10.35145/jabt.v6i1.195
Devi, A. A. A. D. P., Seminari, N. K., Yasa, N. N. K., & Rastini, N. M. (2023). Celebrity Endorsement, Brand Image and Consumer Purchase Intent. Binangun: Media Pustaka Indo. https://www.google.co.id/books/edition/_/PKDLEAAAQBAJ?hl=id&gbpv=0
Djuniardi, D., Sani, I., Tulusan, M. T., Baali, Y., Saerang, A. A., Sucandrawati, N. L. K. A. S., Wildiawati, W., Nuchayati, Sasewa, D. R., Sudirjo, F., & Rukmana, A. Y. (2023). Marketing Management: Theory and Practice of Creating Customer Loyalty (Vol. 1). Padang: Get Press Indonesia.
Firmansyah, A. M. (2023). Product Marketing and Brand Planning & Strategy. Pasuruan: Qiara Media
Hafni, L., Anita, A., Vanesa, S., Safari, S., & Tjahjana, D. J. S. (2024). An Exploration of the Relationship between Leadership, Motivation, Environment, and Performance in Small and Medium Food Distribution Enterprises. Journal of Applied Business and Technology, 5(2), 105–115. https://doi.org/https://doi.org/10.35145/jabt.v5i2.167
Husna, A. (2021). The Influence of Service Quality, Promotion, Price, Product Quality and Taste on Customer Satisfaction at Chicken Geprek Warung Endus Sibuaya. Journal of Accounting Management (JUMSI), 1(3), 311–320. https://doi.org/10.36987/jumsi.v1i3.2366
Joan, V. (2022, June). Beauty Products Penetrate Rp 210 Billion Transactions, Favorite Local Brand. Compas.Co.Id. https://compas.co.id/article/penjualan-produk-kecantikan/
Junaedi, A. T., Panjaitan, H. P., Yovita, I., Veronica, K., Renaldo, N., & Jahrizal, J. (2024). Advancing Digital and Technology Literacy through Qualitative Studies to Bridging the Skills Gap in the Digital Age. Journal of Applied Business and Technology, 5(2), 123–133. https://doi.org/https://doi.org/10.35145/jabt.v5i2.170
Jusuf, D. I. (2021). Consumer Behavior in the Online Business Age. Yogyakarta: Andi Publishers.
Kholidah, N., & Arifiyanto, M. (2020). Factors for making decisions to purchase halal-labeled cosmetics. Bojong: NEM Publisher. https://www.google.co.id/books/edition/FAKTOR_FAKTOR_PENGAMBILAN_KEPUTUSAN_PEMB/lzwWEAAAQBAJ?hl=id&gbpv=0
Kristiani, M. A. (2019). The Influence of Experiental Marketing and Service Quality on Customer Loyalty through Satisfaction as an Intervening Variable (Study on Customers of TX Travel Klampis Surabaya). Journal of Constitutional Education (JPTN), 7(3), 539–547. https://doi.org/10.26740/jptn.v7n3.p%25p
Kurniasih, D. (2021). Consumer Satisfaction: A Study of Word of Mouth, Service Quality and Brand Image. Banten: Bintang Bintang Visitama Publisher.
Kurniawan, B., Wawanudin, Satriyo, B., & Dewi, M. C. (2023). Investment Promotion Strategies during the Pandemic and the New Normal. Tangerang: Indigo Media.
Lotte, L. N. A., Irawan, P., Seiawan, Z., Wulandari, D. S., Daga, R., Elida, S. S., Pandowo, A., Sudirjo, F., Herdiansyah, D., Muliyati, & Santosa, A. D. (2023). Basic Principles of Marketing Management. Padang: Global Technology Executive. https://www.google.co.id/books/edition/Prinsip_Dasar_Manajemen_Pemasaran/bELBEAAAQBAJ?hl=id&gbpv=0
Mahendra, C., Bati, & Sahla, H. (2021). The Effect of Service Quality, Location, Taste and Price on Consumer Loyalty at Cap Go Can Restaurant, Tanjung Balai City. Journal of Economic Sciences, 2(1), 40–56. https://doi.org/10.36294/jse.v2i1.2260
Mamonto, S., Wahidin, D., Laila, I. N., Pratama, I. P. D. M., Junaedi, A. T., Saimima, M. S., Khotim, N. W., Gojali, J. A., Sudarno, S., Renaldo, N., & Adityawati, I. A. (2023). Disiplin dalam Pendidikan. PT. Literasi Nusantara Abadi Grup.
Marlim, Y. N., William, W., Susanti, W., Fadrul, F., Renaldo, N., Musa, S., & Wahid, N. (2025). Designing Startup Application “LaKu” for MSME in Riau Based on Android. Journal of Applied Business and Technology, 6(2), 125–134. https://doi.org/10.35145/jabt.v6i2.228
Marliza, Y., Nyoto, & Sudarno. (2022). Leadership Style, Motivation, and Communication on Organizational Commitment and Employee Performance in the Rokan Hulu Regional General Hospital. Journal of Applied Business and Technology, 3(1), 40–55.
Nasien, D., Hasmil Adiya, M., Farkhan, M., Rahmadhani, U. S., & Samah, A. A. (2025). Automated Waste Classification Using YOLOv11: A Deep Learning Approach for Sustainable Recycling. Journal of Applied Business and Technology, 6(1), 68–74. https://doi.org/10.35145/jabt.v6i1.205
Nasution, A. E., Putri, L. P., & Astuti, R. (2022). Digital marketing is integrated into consumer loyalty. Scientific Journal of Management and Business, 23(2), 162–176.
Panuju, R. (2019). Marketing Communication - Marketing as a Symptom of Communication Communication as a Marketing Strategy. Jakarta: Prenada Media.
Pasaribu, R. A. I., & Handayani, S. (2015). The Influence of Direct Marketing on the Decision to Use LTL (Less Than Truck Load) Services at PT Iron Bird Jakarta. Journal of Business Management, 1(2), 14–21.
Purwati, A. A., Kurniawan, E., Chandra, T., Deli, M. M., Hamzah, M. L., & Abdullah, S. I. N. W. (2025). Unlocking Consumer Behavior: The Interplay of Marketing Mix and Hygiene Perceptions in Kembar Water’s Market Success. Journal of Applied Business and Technology, 6(2), 135–145. https://doi.org/10.35145/jabt.v6i2.197
Putra, R., Renaldo, N., Purnama, I., Putri, N. Y., & Suhardjo, S. (2024). Enhancing Teacher Performance through Capacity Building: A Comprehensive Analysis of Professional Development, Mentoring, and Organizational Support. Reflection: Education and Pedagogical Insights, 2(1), 1–8. https://doi.org/10.61230/reflection.v2i1.84
Rabbani, D. B., Diwyarthi, N. D. M. S., Muliyati, A, U. M., Hadawiah, Sari, Y. P., Sukrin, Haryanti, I., Santoso, M. H., Ardani, W., & Salehan. (2023). Marketing Communications. Padang: Global Technology Executive.
Rachmawati, S. D., & Andjarwati, A. L. (2020). The Influence of Brand Awareness and Brand Image on Purchase Decisions. e-Journal of Business Economics and Accounting, 7(1), 25–29.
Rahmani, A. P. (2022). The Influence of Convenience and Location on Customer Loyalty through Purchase Decisions as Intervening Variables. Scientific Journal of Accounting and Finance, 5(2), 988–1001. https://doi.org/10.32670/fairvalue.v4i7.1335
Reza, M. H. (2020). Service in the World of Higher Education (Its Influence on Satisfaction and Loyalty). MHR. https://www.google.co.id/books/edition/Pelayanan_dalam_Dunia_Perguruan_Tinggi_P/b7tTEAAAQBAJ?hl=id&gbpv=0
Rosyidi, Moh. A. Z., Muhtarom, A., & Khitam, M. C. (2023). Analysis of Price, Taste, Location, Product Quality and Promotion to Customer Loyalty Mediated by Purchase Decisions in Wakhid Pentol Business. Journal of Economic Development (JBBE), 16(1), 115–130. https://doi.org/10.46306/jbbe.v16i1.300
Sabar, D. R., Mananeke, L., & Lumanauw, B. (2020). The Influence of Brand Equity, Product Attributes and Direct Marketing on Toyota Car Purchase Decisions at PT Hasjrat Abadi Mando Tendean. EMBA Journal: Journal of Economics, Management, Business and Accounting Research, 8(1), 185–193. https://doi.org/10.35794/emba.v8i1.27501
Saputri, M. E., & Pranata, T. R. (2014). The Influence of Brand Image on the Loyalty of Iphone Smartphone Users. Journal of Sociotechnology, 13(3), 193–201.
Setiaman, S. (2020). Partial Analysis of Structural Equation Model with Smart-PLS Software Version 3 (1st ed.). Qatar: PPNI Qatar.
Setyawati, R. E., Fadhilah, M., & Lukitaningsih, A. (2022). Analysis of Service Quality and Brand Image on Consumer Satisfaction Through Purchase Decisions. Jurkami - Journal of Economics Education, 7(3), 503–514. https://doi.org/10.31932/jpe.v7i3.2075
Stevany, Wati, Y., Chandra, T., & Wijaya, E. (2022). Analysis of the Influence Events on the Increase and Decrease of World Oil Prices on Abnormal Return and Trading Volume Activity in Mining Sector Companies that Registered in Indonesia Stick Exchange. International Conference on Business Management and Accounting (ICOBIMA), 1(1), 181–192.
Sudarno, Renaldo, N., Hutahuruk, M. B., Suhardjo, Suyono, Putri, I. Y., & Andi. (2022). Development of Green Trident Measurements to Improve Environmental Performance: Literature Study. International Journal of Advanced Multidisciplinary Research and Studies, 2(1), 53–57.
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Published
2025-05-31
How to Cite
APRILA, Bord Nandre et al.
Analysis of The Influence of Direct Marketing and Brand Image on Purchasing Decisions and Consumer Loyalty of 500 ml Sweet Condensed Milk of The Bagus Brand at PT. Riau Food Lestari Pekanbaru.
International Conference on Business Management and Accounting, [S.l.], v. 3, n. 2, p. 145-159, may 2025.
ISSN 2988-5590.
Available at: <https://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/ICOBIMA/article/view/5096>. Date accessed: 11 july 2025.
doi: https://doi.org/10.35145/icobima.v3i2.5096.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
