Analysis of Product Quality, Price, Brand Image on The Purchase Decision of Kenzler Products
Keywords:
Product Quality, Price, Brand Image, Purchase DecisionAbstract
This study aims to find out how much influnce Product Quality, Price, and Brand Image have on the purchase decision of Kenzler products.in S1 Management students of the 2020-2023 batch. The study was conducted at the University of Muhammadiyah Semarang with a sample population of S1 Management students for the 2020-2023 batch of 93 respondents who had bought or consumed. Kenzler products with a minimum purchase of 2x purchases. Sampling using the Acidental sampling technique. The data analysis techniques used include Descriptive Analysis, Validity Test, Reliability Test, Classroom Assumption, Multiple Linear Regression Analysis and Hypothesis Testing. In this study, results were found where there was a positive and significant influence of Product Quality, Price, and Brand Image on Purchase Decisions.
References
Adam, M. (2015). Manajemen Pemasaran Jasa. Bandung: Alfabeta.
Afnina, & Hastuti, Y. (2018). Pengaruh Kualitas Produk terhadap Kepuasan Pelanggan. Jurnal Samudra Ekonomi dan Bisnis, 21-30
Ari Iriawan Ilham, Sri Hartono, Unang Toto Handiman (2020). The Influence of Product Quality, Price and Brand Image on Customer satisfaction through purchasing decisions (case hansaplast koyo in tanggerang)
Agustin, R., Nurcahyono, N., Sinarasri, A. & Sukesti, F. 2023. Financial Ratio and Stock Returns in Indonesia Equity Markets : A Signaling Theory Approach. International Conference on Business, Accounting, Banking, and Economics. Atlantis Press International BV, pp.277–292. Tersedia di http://dx.doi.org/10.2991/978-94-6463-154-8_25.
Alfitri, D.N., Nugroho, W.S. & Nurcahyono, N. 2022. The Effect of Environment Performance, Capital Structure, and Company Size on Financial Performance. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2): 175.
Ambarwati, D. & Nurcahyono, N. 2022. The Influence of Capital Structure, Information Technology, and Business Characteristics on SMEs’ Performance During the COVID-19 Outbreak. Islamic Banking, Accounting and Finance International Conference, 2022: 218–226.
Anisa, O.N., Agung, R.E.W. & Nurcahyono, N. 2022. Faktor-Faktor yang Mempengaruhi Harga Saham: Berdasarkan Signaling Theory. Jurnal Akuntansi Indonesia, 11(2): 85–95.
A’yun, A.Q., Hanum, A.N. & Nurcahyono, N. 2022. Pengaruh Struktur Modal , Likuiditas , dan Ukuran Perusahaan terhadap Nilai Perusahaan dengan Profitabilitas sebagai Variabel Intervening Harga Saham Perusahaan Food and Beverage 2017-2021. Prosiding Seminar Nasional UNIMUS, 5: 408–419.
Azzahra, N., Sofianty, D. & Nurcahyono, N. 2023. Pengaruh Kesadaran Wajib Pajak dan Pengetahuan Pajak terhadap Kepatuhan Wajib Pajak Orang Pribadi. Bandung Conference Series: Accountancy, 3(1): 1–13.
Atwal Arifin (2022). Analisis Pengaruh Labelisasi Halal, Harga, Promosi, Cita Rasa, Dan Citra Merek Terhadap Keputusan Pembelian Sosis Kanzler Oleh Generasi Milenial Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta.
Brand, T. (2019). Top Brand Award. Retrieved from Top Brand: https://www.topbrand- award.com/2019/08/bagaimana-penilaian-bagimerek-dalam-survei-top-brand/
Budiono, A. (2020). Pengaruh Kualitas Pelayanan, Harga, Promosi, dan Citra Merek Terhadap Kepuasan Pelanggan melalui Keputusan Pembelian. Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi, 1-15.
Cahya, N. (2018). Pengaruh Persepsi Harga, Kualitas Produk, Citra Merek dan Layanan Purna Jual terhadap Keputusan Pembelian dan Dampaknya terhadap Kepuasan Pelanggan Smartphone ASUS Studi Kasus di PT.Datascrip. Journal of Entrepreneurship, Management, and Industry (JEMI)
Chardika Respatya, Wahyu Hidayat (2018). Pengaruh Kualitas Produk, Harga ,dan Citra Merek Terhadap Keputusan Pembelian Handphone Merek Iphone Kota Semarang Universitas Diponogoro Semarang.
D. W. Lemeshow, & S. Hosmer. (2000). Applied Logistic Regression. New York: Jhon Wiley & Sonsc. Inc.
Emiri, D. (2011). Analisis Pengaruh Citra Merek, Ketersediaan Produk, Harga, dan Coverage Terhadap Brand Switching. Jurnal Sains Pemasaran Indonesia, hlm 153.
Erma, & Sinaga. (2010). Dasar-dasar pemasaran. Bandung: Karya Putri Dawati. Febrida Almira, Ridwan, Dan Nastiti (2020). Analisis Kualitas Produk, Kualitas Pelayanan Dan Citra Merek Terhadap Kepuasan Konsumen Thai Tea Pada Generasi Millenial Universitas Pembangunan Nasional.
Fenny Krisna Marpaung, Markus Willy, Arnold Simarmata, Asyifa Sofira, Silvia Aloyna (2021). Pengaruh Harga, Promosi dan Kualitas Produk terhadap Keputusan Pembelian konsumen indomie PT. Almajaya Wirasentosa Kabanjahe.
Goenadhi, L. (2011). “Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Dalam Keputusan Pembelian Mobil Toyota Avanza Di Kota Banjarmasin. Jurnal Manajemen dan Akutansi.
Handayani, J.R., Nurcahyono, N., Saadah, N. & Winarsih 2023. Hexagon Fraud : Detection of Fraudulent Financial Statement in Indonesia. International Conference on Business, Accounting, Banking, and Economics. Atlantis Press International BV, pp.263–276. Tersedia di http://dx.doi.org/10.2991/978-94-6463-154-8_24.
Hastuti, I.N., Ery Wibowo, R. & Nurcahyono, N. 2024. The Effect of Capital Adequacy Ratio, Non-Performing Loan and Debt Equity Ratio on Financial Performance. Economics and Business International Conference, 1(1): 13–24. Tersedia di www.idx.co.id.
Herianto, R.O., Alfiana, B.Z., Apriliyanti, F., Nurcahyono, N., Jatiningsih, D.E.S. & Wijayanti, P. 2023. What is The Company’s Motivation for Doing CSR? An Analysis of Manufacturing Companies. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 13(2): 209.
Ifada, L.M., Ghoniyah, N. & Nurcahyono, N. 2023. How Do Tax Avoidance and Profitability Influence a Firm’S Intrinsic Value? Jurnal Akuntansi Multiparadigma, 14(1): 115–125.
Indra Sumarna Sobari1Asra, Maulida Farhah (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Frozen Food (Studi Kasus Produk Sosis Belfoods Pada Konsumen Di Gucci Frozen Food Cikarang).
Keller, & Kevin, L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hally.
Khalid, H., & Khalid, A. (2017). Impact of brand image on customer satisfaction and loyalty: A study of retail store brands. International Journal of Management Research and Review, 1806-1813.
Kim, J., & Kim, M. (2016). The impact of brand image on consumer behavior: A literature review. International Journal of Fashion Design. Technology and Education, 3-14.
Kotle, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran, (terjemahan), Edisi 12, Jilid 1. Jakarta: Erlangga.
Kotler, & Armstrong. (2008). Prinsip-prinsip pemasaraan, Jilid 1, Edisi ke 12. Jakarta: Erlangga. Kotler, & Armstrong. (2012). Prinsip-prinsip pemasaran (terj. Alexander Sindoro & Benyamin Molan, Edisi 12, Jilid I. Jakarta: Erlangga).
Nilawati Arniza (2018). Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Tea Pucuk Harum Di Fakultas Ekonomi Dan Bisnis Universitas Muhammadi Yah Palembang.
Nur Amalia (2019). Pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian (studi kasus pada konsumen mie endess di bangkalan).
Nur Aulia Agustia, Seno Sumowo, Bayu Wijayanti (2018). Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian (Studi Kasus Konsumen Roti Aloha Perumahan Gunung Kidul Kabupaten Jember.
Paludi, S., & Nurchorimah, S. (2021). Pengaruh kualitas produk dan citra merek terhadap kepuasan pelanggan melalui keputusan pembelian sebagai intervening. Jurnal Kajian Manajemen Bisnis, 144-160.
Permatasari, M., Nurcahyono, N., Bilqis, L.K. & Nugroho, W.S. 2023. The Effect of Good Corporate Governance and Financial Ratios on Financial Distress. International Conference on Business, Accounting, Banking, and Economics. Atlantis Press International BV, pp.321–336. Tersedia di http://dx.doi.org/10.2991/978-94-6463-154-8_28.
Pratiwi, I., Hanum, A.N. & Nurcahyono, N. 2022. Pengaruh Earning Per Share, Total Assets Turnover, Pertumbuhan Penjualan dan Debt Equity Ratio Terhadap Harga Saham. Jurnal Akuntansi, Perpajakan dan Portofolio, 02(02): 39–50. Tersedia di https://journal.umpo.ac.id/index.php/JAPP/article/view/5584%0Ahttps://journal.umpo.ac.id/index.php/JAPP/article/download/5584/2405.
Putra, R.D., Wibowo, R.E. & Nurcahyono, N. 2021. Akuntabilitas Pengelolaan Dana Desa : Studi Kecamatan Losari. Maksimum: Media Akuntansi Universitas Muhammadiyah Semarang, 11(2): 110–122.
Rahma, A.M., Nurcahyono, N. & Sinarasri, A. 2022. Moderating Effects of Institutional Ownership on the Relation Between Capital Structure. International Conference on Business, Accounting, Banking, and Economics, 1: 293–306. Tersedia di http://dx.doi.org/10.2991/978-94-6463-154-8_26.
Roqijah, I., Nugroho, W.S. & Nurcahyono, N. 2022. The Effect of Profitability, Operating cash flow, Economic Value Added and Firm Size on Stock Return. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2): 164.
Rahmatulah, B., & Razak, I. (2019). Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Pelanggan Helm Merek KYT di Kecamatan Bintara Kota Bekasi. Jurnal Manajemen Bisnis Krisnadwipayana.
Sari, M.Y, & D.E. Kusrini. (2009). Penggunaan Analisis Regresi Logistik Untuk Mencari Probabilitas Turnover Intention Beserta Faktor-faktor yang Mempengaruhinya. J-Statistika Vol 3 No 1.
Simamora, B. (2004). Riset Pemasaran. Jakarta: Gramedia Utama.
Simamora, B. (2008). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabilitas. Jakarta: Gramedia Pusat Utama.
Sugiyono. (2009). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sukmawati Rina (2018). Pengaruh Kualitas Produksi, Harga, Dan Pelayanan Terhadap Kepuasan Konsumen Garden Café Koperasi Mahasiswa Universitas Negeri Yogyakarta.
