PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK PURBASARI DI JAKARTA TIMUR

Alfina Ramawati, Amanda Setiorini

Abstract


This study was conducted to determine the effect of brand image and price on purchasing decisions either simultaneously or partially on Purbasari Cosmetic Products in East Jakarta. The sampling technique in this study was carried out by the accidental sampling technique. The sample used in this study was 100 respondents who were taken from the population of consumers or buyers of Purbasari Cosmetics Obtaining data using a questionnaire with a differential semantic scale. Data analysis in this study is quantitative using multiple linear regression. The results of tests conducted, it was found the fact that Brand Image and Price simultaneously have a positive and significant influence on purchase decisions.

Keywords


Brand image, price, purchase decision

Full Text:

PDF

References


Decision of City Car Product. Archives of Business Research, 6(4), 1-8.

Andi, Prastowo. (2015). Panduan Kreatif Membuat Bahan Ajar Inovatif. Yogyakarta: Diva Press

Arjuna, H., & Ilmi, S. (2020). Effect of Brand Image, Price, and Quality of Product on The Smartphone Purchase Decision. EkBis: Jurnal Ekonomi dan Bisnis, 3(2), 294-305.

Balawera, Asrianto. (2013). Green Marketing dan Corporate Responsibility Pengaruhnya Terhadap Keputusan Pembelian Konsumen Melalui Minat Membeli Produk Organik di Freshmart Kota Manado. Jurnal EMBA, Volume 1, Nomor 4, hal. 2117-2129

Dorato, S. (2018). General Concepts: Current Legislation on Cosmetics in Various Countries. In Analysis of Cosmetic Products: Second Edition (pp. 3–37). Elsevier. https://doi.org/10.1016/B978-0-444- 63508-2.00001-1

Effendi, Usman. (2016). Psikologi Konsumen. Depok: PT.Raja Grafindo Persada

Fernando, Aksari. (2018). Pengaruh Kualitas Produk, Harga, Promosi dan Distribusi terhadap Keputusan Pembelian Produk Sanitary Ware Toto di Kota Denpasar. Jurnal Manajemen Unud. Vol. 7, No 1. Bali: Universitas Udayana.

Herdiana, Abdurahman, Nana. (2015). Manajemen Strategi Pemasaran. Bandung: CV Pustaka Setia

Indah, D. R., Afalia, I., dan Maulida, Z. (2020). Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Hand and Body Lotion Vaseline (Studi Kasus pada Mahasiswa Universitas Samudra). Jurnal Samudra Ekonomi dan Bisnis, 11(1), 83-94.

Kotler, Phillip. dan Armstrong, G. (2012). Prinsip- Prinsip Pemasaran. Edisi 12. Jakarta: Penerbit Erlangga.

Lupiyoadi, Rambat. (2018). Manajemen Pemasaran Jasa (3rd ed.). Jakarta: Salemba Empat

Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2014). Consumer Behaviour. London: Pearson

Setiadi, J. (2018). Perilaku Konsumen. Jakarta: kencana.

Solihin, D. (2021). The Influence of Brand Image and Atmosphere Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2).

Sudaryono. (2016). Manajemen Pemasaran. Edisi Pertama. Yogyakarta: C.V Andi Offset.

Sunyoto, Danang. (2015). Perilaku Konsumen dan Pemasaran. CAPS (Central of Academic Publishing Service), Yogyakarta.

Sutojo, S. (2017). Manajemen Pemasaran (2nd ed.). Jakarta: PT Damar Mulia Pustaka.

Suyatno, A., dan Wati, R. K. (2022). Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Konsumen Pada “Gethuk Semar” di Wonogiri. Prosiding HUBISINTEK, 2(1), 783-783.

Swastha, Basu Dharmesta dan T. Hani Handoko. (2020). Manajemen Pemasaran: Analisa Perilaku Konsumen. Edisi III. Yogyakarta: BPFE.

Teddy, A., & Zuliestiana, D. A. (2020). Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Aplikasi Gofood Di Kota Bandung. eProceedings of Management, 7(3).

Tjiptono, Fandy. (2015). Strategi Pemasaran. Yogyakarta: Andi Offset.

Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South

Tangerang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 2 (1), 472–481.




DOI: http://dx.doi.org/10.35137/jmbk.v11i1.925

Copyright (c) 2023 Alfina Ramawati, Amanda Setiorini



Editorial Office
Jurnal Manajamen Bisnis Krisnadwipayana (JMBK)

Universitas Krisnadwipayana
Kampus Unkris Jatiwaringin Pondok Gede Jakarta Timur 17411
Phone: 0816 1353 180
Email: jmbk.fe@gmail.com

 


Creative Commons Licence

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