STUDI BRAND IMAGE DAN PRICE PERCEPTION MENCIPTAKAN BUYING DECESION
Abstract
Brands that are well known to consumers will continue to be sought after, are always available, are more reliable, have undoubted quality, and tend to be chosen more often because they are more trusted by consumers than other brands that are less well known. This research explains how to build brand perceptions and brand image towards purchasing decisions, with 99 respondents using multiple regression analysis with purpose sampling. Based on the results of a simple linear regression between the price perception variable and purchasing decisions, it can be obtained that the regression coefficient for the price perception variable is 0.923 (positive value), which means that there is a positive relationship between the motivation variable and purchasing decisions and the higher the motivation, the greater the purchasing decision on Amanda Brownis Products at the Indramayu Branch. The research that has been carried out shows that there is an influence of Brand Image on the Purchase Decision for Amanda's Brownis Products at the Indramayu Branch with a coefficient of determination value of 0.473, which means it has a contribution of 47.3%. Also, the t-test results on the influence of Brand Image on Purchasing Decisions show an influence of Brand Image on Purchasing Decisions. This is proven by the t-count of 4.228; this value is greater than the significance level of 1.984. This means there is an influence of Brand Image on Purchasing Decisions
Keywords
Full Text:
PDFReferences
Aaker, D. A. (1996). Building strong brands. New York: Free Press
Andreti, Junio. (2013). The Analysis of Product, Price, Place, Promotion, and Service Quality on Customers’ Buying Decision of Convenience Store: A Survey of Young Adult in Bekasi, West Java, Indonesia. International Journal of Advance in Management and Economics, 2(11), 72-78.
Abimbola Onigbinde Isaac Oladepo & Odunlami Samuel. (2015). The Influence of Brand Image and Promotional Mix on Consumer Buying Decision- A Study of Beverage Consumer in Lagos State. Nigeria British Journal of Marketing Studies, 3(4), 97-109, http://www.eajournals.org/wp-content/uploads/The-Influence-of-BrandImage-and-Promotional-Mix-on-Consumer-Buying-Decision-A-Study-of-BeverageConsumers-in-Lagos-State-Nigeria.pdf
Alford, B.L. & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention. Journal of Business Research, 55(9), 775-783.
Arslan, Muhammad & Zaman, Rashid. (2014). Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan. Research on Humanities and Social Sciences, 4(22)
Burmann. (2008). Key determinants of internal brand management. Brand Management, 21(1), 1-19.
Baruna Hadi Brata, Shilvana Husani, & Hapzi Ali. (2017). The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4B)
Bob Foster. (2016). The Impact of Brand Image on Purchasing Decision on Mineral Water Product Amidis. Journal of humanities and social sciences, 2(11).
Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009
Firdausy, Carunia Mulya dan Idawati, & Rani. (2017). Effects of Service Quality, Price and Promotion on Customers’ Purchase Decition of Traveloka Online Airline Tickets in Jakarta, Indonesia. International Journal of Management Science and Business Administration, 3(2), 42-49.
Gunari. (2007). Kajian Tentang Profil UMKM Sukses. Jurnal Pengkajian Koperasi dan UMKM, 5
Hidayati, Anik. (2013). Upaya Peningkatan Kinerja yang Berorientasi Kemitraan Lingkungan Pesisir di Kabupaten Rembang Guna Mendukung Pengembangan UMKM Pengolahan Ikan. Jurnal Potensio
Jin, B. & Sternquist, B. (2003). The influence of retail environment on price perceptions: an exploratory study of US and Korean students. International Marketing Review, 20(6), 643-660.
Keaveney, S.M. (1995) Customer Switching Behavior in Service Industries: An Explorative Study. Journal of Marketing, 59, 71-82.
Lichtenstein DR, Ridgway NM, & Netemeyer R. (1993). Persepsi harga dan perilaku belanja konsumen: studi lapangan. J.Markus. Res, 30 234–245. 10.1016/j.appet.2017.08.024
Liang, C.J., & Wang, W.H. (2006). The Behavioural Sequence of the Financial Services Industry in Taiwan: Service Quality, Relationship Quality and Behavioural Loyalty. Service Industries Journal, 26, 119-145.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention. Journal of Multidisciplinary Engineering Science and Technology, 2, 267-273.
Rahman, Muhammad Sabbir, & Ahasanul Haque. (2011). An Exploratory Study on Malaysian Consumer’s Purchase Intention: Brand, Quality and Price Perspective. Indian Journal of Commerce & Management Studies, 2, 1-11.
Rahman, K.M. and Haque, M. (2011). Exploring Price Sensitivity of a Green Brand: A Consumers’ Perspective. World Review of Business Research, 1, 84-97.
Wee, C. S., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ismail, K., &
Ishak, N. (2014). Consumers Perception, Purchase Intention and Purchase Behavior of Organic Food Products. Review of Integrative Business & Economics Research, 3(2), 378
Refbacks
- There are currently no refbacks.
