The Influence of Marketing Partnership and Sales Promotion on Purchase Intention of Sei Sapi Mancuy Brand on the Grabfood Super App in Bandung City
Keywords:
Marketing Partnership, Sales Promotion, Purchase Intention, Super App, GrabFood
Abstract
This study explores the effects of Marketing Partnership and Sales Promotion on Purchase Intention of Sei Sapi Mancuy brand through the GrabFood super app in Bandung, Indonesia. A descriptive and verificative research methodology was adopted, involving 100 respondents. Results indicate that both Marketing Partnership and Sales Promotion together positively influence Purchase Intention, but Sales Promotion alone significantly affects Purchase Intention, while Marketing Partnership does not. The findings suggest that enhancing Sales Promotion strategies can increase Purchase Intention among both existing and potential customers
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Baquero, A. P. D. (2021). Super apps: Opportunities and challenges. MIT. https://dspace.mit.edu/handle/1721.1/139585
Charlton, A. B., & Cornwell, T. B. (2019). Authenticity in horizontal marketing partnerships: A better measure of brand compatibility. Journal of Business Research, 100, 279–298. https://doi.org/10.1016/j.jbusres.2019.03.054
Edwards, R. A. (2019). How organizations and their brands leverage marketing partnerships to enhance their success: The guidelines to navigating both reaffirming and repositioning strategic partnerships. CMC Senior Theses, 2042. https://scholarship.claremont.edu/cmc_theses/2042
Gupta, R., & Nair, K. (2021). A conceptual model for promotion on digital platforms. Academy of Entrepreneurship Journal, 27(2), 1–23.
Haque, M. G., Iskandar, A. S., Erlangga, H., Nurjaya, & Sunarsi, D. (2022). Strategi pemasaran: Konsep, teori dan implementasi. Pascal Books. http://repository.ibs.ac.id/id/eprint/4973
Hasselwander, M. (2024). Digital platforms’ growth strategies and the rise of super apps. Heliyon, e25856. https://doi.org/10.1016/j.heliyon.2024.e25856
Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of marketing (19th ed.). Pearson Education Inc.
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management (16th ed.). Pearson Education Inc.
Martiana, A., Kusniawati, A., & Kader, M. A. (2022). Business management and entrepreneurship journal, 4(3), 19–28.
Melovi?, B., Jocovi?, M., Dabi?, M., Vuli?, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425. https://doi.org/10.1016/j.techsoc.2020.101425
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2014). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218. https://doi.org/10.1016/j.jcps.2014.11.006
Prabowo, A. J., & Sitio, A. (2020). The impact of brand image, sales promotion, and service quality towards customer satisfaction and its implications on customer loyalty at X Department Store Kota Kasablanka Jakarta. Dinasti International Journal of Education Management and Social Science, 2(2), 267–278.
Rizki, M., Joewono, T. B., & Susilo, Y. O. (2024). The influence of app function evolution on transport super app use behaviour over time. Transportation. https://doi.org/10.1007/s11116-024-10485-6
Samsudeen, S. N., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. Repository. http://192.248.66.13/handle/123456789/4351
Sekaran, U., & Bougie, R. (2019). Research methods for business: A skill building approach (8th ed.). Wiley & Sons.
Shen, Y. C., Huang, C. Y., Chu, C. H., & Hsu, C. T. (2010). A benefit-cost perspective of the consumer adoption of the mobile banking system. Behaviour & Information Technology, 29(5), 497–511. https://doi.org/10.1080/01449290903490658
Suryani, I., & Syafarudin, A. (2022). Ilomata International Journal Tax & Accounting, 2(2), 122–123.
Sugiyono. (2022). Metodologi penelitian kuantitatif, kualitatif dan R&D. ALFABETA.
Wahab, Z., & Widiyanti, M. (2020). The effect of promotion mix on consumer decisions using Grab-Food in Palembang. International Journal of Management and Humanities, 4(5), 52-59
Published
2025-08-11
Section
Original Articles
Copyright (c) 2025 Achmad Saepul Munir
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
