Purchasing decision behavior of kudus residents on amanda brownies
Article Sidebar
Main Article Content
Abstract
This study aims to analyze the effect of brand image, price perception, and product quality on purchasing decisions for Amanda Brownies Kudus products. The problem in this study is that there was a decrease in the percentage of the top brand index value for the branded brownies category carried out by the frontier consulting agency, price perception by consumers who judge Amanda's brownies to be more expensive than another competitor. Several consumer reviews state that the quality of brownie products is still lacking. The sample in this study amounted to 110 respondents, using a purposive sampling technique. This study uses multiple linear regression analysis. The results of this study indicated that brand image has a positive and significant effect on purchasing decisions, price perceptions have a negative and insignificant effect on purchasing decisions, and product quality has a positive and significant effect on purchasing decisions. Brand image, price perception, and product quality positively and significantly affect purchasing decisions.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
N. Amalia, “Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Mie Endess Di Bangkalan),” Jurnal Studi Manajemen dan Bisnis, vol. 6, no. 2, pp. 96–104, 2019, doi: https://doi.org/10.21107/jsmb.v6i2.6688
T. B. Award, “Top Brand Award,” 2021. https://www.topbrand-award.com/top-brand index/?tbi_year=2021
P. Kotler and K. L. Keller, Marketing Management, E. 14. United Kingdom, 2012. http://www.mim.ac.mw/books/Kotler%20&%20Keller%20-Marketing%20Management%20(14th%20Edition).pdf
P. Kotler and K. L. Keller, Marketing Managemen, 15th Edition. Pearson Education,Inc, 2016. https://onesearch.id/Record/IOS3774.JAKPU000000000130833
K. Yuliantri and Wiwin, “PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TUKANGROTI.COM DI BEKASI,” Jurnal AKRAB JUARA, vol. 3, no. 4, pp. 9–21, 2018. https://repository.bsi.ac.id/index.php/unduh/item/313371/PENGARUH-CITRA-MEREK-TERHADAP-KEPUTUSAN-PEMBELIAN-KONSUMEN-TUKANGROTI.COM-DI-BEKASI.pdf
L. Hakim and R. Saragih, “PENGARUH CITRA MEREK, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN NPK MUTIARA DI UD.BARELANG TANI JAYA BATAM,” Jurnal Ecobisma, vol. 6, no. 2, pp. 37–53, 2019. https://doi.org/10.36987/ecobi.v6i2.4
C. A. Wowor, B. Lumanuw, and I. W. J. Ogi, “PEMBELIAN KOPI JANJI JIWA DI KOTA MANADO,” vol. 9, no. 3, pp. 1058–1068, 2021. https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/35233
A. Styaningrum and A. Niati, “PENGARUH CITRA MEREK, PROMOSI, PERSEPSI HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Rumah Brownies Maylisa),” Buletin Bisnis & Manajemen, vol. 05, no. 02, pp. 136–147, 2019. http://journal.stie-yppi.ac.id/index.php/BBM/article/view/266
I. K. Aristayasa, N. W. E. Mitariani, and N. P. C. D. Atmaja, “PENGARUH PERSEPSI HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA TERHADAP KEPUASAN KONSUMEN” vol. 15, no. 2, pp. 90–103, 2020. https://jurnal.undhirabali.ac.id/index.php/pariwisata/article/view/1173
M. E. M. Mendur, H. N. Tawas, and F. V Arie, “PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN ATMOSFER TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO IMMANUEL SONDER,” Jurnal EMBA, vol. 9, no. 3, pp. 1077–1086, 2021. https://ejournal.unsrat.ac.id/index.php/emba/article/view/35296
A. B. Purwanto and H. B. Risaputro, “Analisis Pengaruh Persepsi Harga, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Sari Roti di Kota Semarang),” vol. 2, no. 1, pp. 77–88, 2021, doi: https://doi.org/10.30812/rekan.v2i1.1120
F. H. Nadiya and S. Wahyuningsih, “Pengaruh Kualitas Produk , Harga dan Citra Merek Terhadap Keputusan Pembelian Fashion 3second Di Marketplace (Studi Pada Mahasiswa Pengguna Fashion 3second Di Kota Semarang)” vol. 3, pp. 1096–1104, 2020. https://prosiding.unimus.ac.id/index.php/semnas/article/view/686
B. S. Dharmmesta and T. H. Handoko, Manajemen Pemasaran Analisis Perilaku Konsumen. Yogyakarta: BPFE, 2013. http://library.fis.uny.ac.id/opac/index.php?p=show_detail&id=2088
F. R. Nafisah and R. Murniningsih, “Pengaruh E-Wom dan Brand Image Terhadap Keputusan Pembelian Dengan Price Discount Sebagai Variabel Moderasi (Studi Empiris Pada Konsumen Shopee Di Kota Magelang),” in Prosiding Seminar Nasional Fakultas Ekonomi Untidar 2021, 2021, vol. 1, no. 1. https://jurnal.untidar.ac.id/index.php/semnasfe2021/article/view/4930
W. S. Putro, “ANALISIS PENGARUH PERSEPSI HARGA TERHADAP PERILAKU PEMBELIAN PRODUK KEBUTUHAN SEHARI-HARI (STUDI PADA INDO GROSIR JALAN MAGELANG),” Journal Competency of Business, vol. 3, no. 2, pp. 80–96, 2019. https://doi.org/10.47200/jcob.v3i2.671
P. Kotler and G. Armstrong, Principles of Marketing, E. Sevente. United Kingdom: Pearson, 2018. https://opac.atmaluhur.ac.id/uploaded_files/temporary/DigitalCollection/ODljY2E4ODIyODViZjFkODgzNDUxYWZlNWFhZmY2MGE5MDc0ZDVmYw==.pdf
Syahrum and Salim, “Metodologi Penelitian Kuantitatif.” Citapustaka Media, Bandung, 2012. http://repository.uinsu.ac.id/553/
A. W. Kurniawan and Z. Puspitaningtyas, Metode penelitian kuantitatif, E. Pertama. Yogyakarta: Pandiva Buku, 2016.
Q. R. Siregar, R. Rambe, and J. Simatupang, “Pengaruh Debt to Equity Ratio , Net Profit Margin dan Return On Equity Terhadap Harga Saham Pada Perusahaan Property dan Real Estate yang Terdaftar di Bursa Efek Indonesia,” Jurnal Akmami, vol. 2, no. 1, pp. 17–31, 2019. https://jurnal.ceredindonesia.or.id/index.php/akmami/article/view/124
P. D. Cahyani, N. Utami, and S. B. Lestari, “Pengaruh Word of Mouth, Kesadaran Merek dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Konsumen Mie Gacoan di Yogyakarta),” Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan, vol. 2, no. 2, pp. 851–866, 2022. https://doi.org/10.46306/vls.v2i2.114
I. Ghozali, Aplikasi Analisis Multivariate Dengan Program Ibm Spss 25. Semarang: Badan Penerbit Universitas Diponegoro, 2018. https://onesearch.id/Record/IOS2851.slims-19545
Y. Rossanty, Consumer Behavior In Era Millennial, E. Pertama. Medan, 2018. https://scholar.google.co.id/citations?view_op=view_citation&hl=id&user=o5_Wa7AAAAAJ&citation_for_view=o5_Wa7AAAAAJ:j3f4tGmQtD8C
Z. Aripin and M. R. P. Negara, Perilaku Bisnis Etika Bisnis & Perilaku Konsumen, E. Pertama. Yogyakarta: CV Budi Utama, 2021. https://perpustakaan.umegabuana.ac.id/index.php?p=show_detail&id=990&keywords=
C. Warsito and Dkk, Keputusan Pembelian. Malang: CV Literasi Nusantara Abadi, 2022.
Y. Arfah, Keputusan Pembelian Produk. Tebing Tinggi, 2022.