Dampak Brand Image dan Harga terhadap Keputusan Pembelian Produk Miniso
DOI:
https://doi.org/10.37195/jtebr.v2i2.68Keywords:
Brand Image, Price, Purchase DecisionAbstract
The economy in the current era of globalization has fierce competition, especially in the business world, where each company moves to continue to make products primarily to meet what is needed by consumers and companies are always innovating to make products that are different from before and from competitors and strive to be superior to other products. This study was conducted with the aim of analyzing the independent variables which include brand image and price variables on their influence on the dependent variable, namely purchasing decisions. This study uses multiple linear regression model and with classical assumption test using SPSS software version 24. Data were obtained primarily by distributing questionnaires to 162 students at Bhayangkara University, Jakarta Raya. This study states that brand image and price variables can partially and significantly influence consumer purchasing decisions positively. The F test explains that the brand image and price variables together can influence purchasing decisions with results showing f-count>f-table.
Downloads
References
Amilia, S. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. 6(1).
Arifin, F. F. dan Z. (2018). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian (Survei pada Mahasiswa Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawjaya Malang Tahun Angkatan 2014/2015 dan 2015/2016 Pengguna Oppo Smartphone). 56(1), 207-215.
Cahyono, E. (2018). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian HP Merek OPPO Di Sleman Daerah Istimewa Yogyakarta. Jurnal Bisnis, Manajemen, dan Akuntansi. V(1), 61-75.
Denpasar, K., & Kunci, K. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk. Jurnal Fakultas Ekonomi dan Bisnis Universitas Udayana (Unud), Bali, Indonesia. 8(11), 6721-6740. DOI : https://doi.org/10.24843/EJMUNUD.2019.v08.i11.p17 ISSN : 2302-8912
Herdiana. (2013). Pengaruh Harga, Kualitas Produk, Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Makanan Ringan Hasil Olahan Laut Di Kota Tanjung Pinang. Journal of Chemical Information and Modeling, 53(9), 1689-1699. https://doi.org/10.1017/CB09871107415324.004
Lailatan Nugroho, B.I. (2017). Analisis Pengaruh Brand image, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil (Studi Kasus Mobil LCGC di Surakarta). Eksis: Jurnal Riset Ekonomi Dan Bisnis, 12 (1), 1-8. https://doi.org/10.26533/eksis.v12il.75
Laras, G. M & Firmanyah, E. (2019). Citra Merek Dan Keputusan Pembelian Konsumen : Kasus Pada Produk Mie Instan. JWM (Jurnal Wawasan Manajemen), 6(2), 131. https://doi.org/10.20527/jwm.v6i2.148
Musay, F. (2013). Pengaruh Brand image Terhadap Keputusan Pembelian (Survei Pada Konsumen Kfc Kawi Malang). Jurnal Administrasi Bisnis, 3(2).
Ogi, I. W.J., Ekonomi, F., Manajemen, J., & Ratulangi, U.S. (2018). Pengaruh Citra Merek, Fitur Dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Pada Pt. Gemilang Emas Indonesia Cabang Manado). Jurnal EMBA: Jurnal Riset Eonomi, Manajemen, Bisnis Dan Auntansi, 6(4). https://doi.org/10.35794/emba.v6i4.21897
Sinaga, L. R., & Pramanda, N. I. (2018). Analisis Pengaruh Brand Name, Service Quality, dan Promotion Terhadap Keputusan Pembelian Konsumen Pada Miniso Tunjungan Plaza Surabaya. Jurnal Manajemen Teori Dan Terapan │Journal of Theory and Applied Management, 11(1), 51. https://doi.org/10.20473/jmtt.v11i1.8530
Sujarweni. (2018). Metodologi Penelitian Bisnis Dan Ekonomi Pendekatan Kuantitatif. Jakarta
Sujarweni. (2014). Metodologi Penelitian Bisnis Dan Ekonomi Pendekatan Kuantitatif. Jakarta
Venessa, I., & Arifin, Z. (2015). Pengaruh Citra Merek (Brand image) Dan Harga Terhadap Keputusan Pembelian Konsumen. Skripsi, 51(1), 44-48.
Yanti, Mery Oky Zufi, & Sukotjo, H. (2016). Pengaruh Kesadaran Merek, Asosial Merek, Dan Brand image Terhadap Keputusan Pembelian Aqua. Jurnal Ilmu Dan Riset Manajemen, 5(5), 1-15. https://ejoutnal.stiesia.ac.id/jirm/article/viewFile/1557/1516.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Journal of Technopreneurship on Economics and Business Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
