PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN ES KRIM AICE DI KOTA DEPOK

Yuaniko Paramitra, SE., MSM.

Abstract


The purpose of this study was to analyze the mediating effect of product quality, price and purchase decision on AICE ice cream consumers in Depok City. Respondents in this study were the consumers of AICE ice cream in Depok City, the analytical method used was regression. The results of the study stated that the influence of product quality and price on Purchase Decision simultaneously have a significant influence. the influence of product quality on purchase decision partially have a significant influence and the influence of price on purchase decision also have a significant influence

Keywords


product quality, price and purchase decision

References


Anton, Siti, Siti, Fajar, Yuli. (2018). “The Effect of Price, Product Quality and Religiosity on Purchasing Behavior of Halal-Labeled Sariayu Beauty Products”. Advances in Economics, Business and Management Research, volume 168 Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018). Cetakan Keempat. Semarang: Badan Penerbit Universitas Diponegoro.

Djatmiko, Tjahjono dan Rezza Pradana. (2016). “Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision”. Procedia-Social and Behavioral Sciences. 219. 221 – 227

Kotter, John P. 2014. Accelerate: Building Strategic Agility for a Faster-Moving World, Free Press, New York

Kotler, Phillip dan Kevin Lane Keller. (2016). Manajemen Pemasaran. edisi 12 Jilid 1 & 2. Jakarta: PT. Indeks.

Kotler dan Gary Amstrong. (2016). Dasar-Dasar Pemasaran. Jilid 1, Edisi Kesembilan. Jakarta: Erlangga.

Jasnita, Pangastuti., Sudjiono dan Eni, Prastiti. (2019). “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Wardah Pada Counter Wardah di Borobudur Kediri.” JIMEK–Volume 2 Nomor 1 Juli (2019) Pengaruh Kualitas Produk (Pangastuti, dkk) Doi: http://dx.doi.org/10.30737/jimek.v2i1.424 E-ISSN: 2621-2374.

Melinda, N. H., Tineke Wolok, dan Umin Kango (2020). “Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Wardah Pada Wanita Berhijab Di Kota Gorontalo.” Jurnal Aplikasi Manajemen dan Inovasi Bisnis. E-ISSN (Online): 2621 – 3230 Volume 3, Nomor 1, Agustus (2020).

Setiadi, Nugroho J. (2010). Perilaku Konsumen. Cetakan 4. Edisi Revisi. Jakarta: Kencana

Tjiptono, Fandy. 2015. Strategi Pemasaran, Edisi 4, Andi Offset, Yogyakarta




DOI: http://dx.doi.org/10.35137/jei.v24i1.949

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Yuaniko Paramitra, SE., MSM.

Editorial Office
Jurnal Ekonomi & Industri (JEI)

Universitas Krisnadwipayana
Kampus Unkris Jatiwaringin Pondok Gede Jakarta Timur 17411
Phone : 085715942018 / email : jei@unkris.ac.id

 


Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.