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The Influence of Marketing Partnership and Sales Promotion on Purchase Intention of Sei Sapi Mancuy Brand on the Grabfood Super App in Bandung City

Year: 2025

Type: article

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

Source: Syntax Literate Jurnal Ilmiah Indonesia

DOI: 10.36418/syntax-literate.v10i8.61227

Author: Achmad Saepul Munir

Institution: Universitas Widyatama

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4413230104

FWCI:

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