Pengaruh kualitas produk, kualitas layanan, harga dan brand image terhadap keputusan pembelian Kober Mie Setan di Kota malang

Firmansyah, Ilham

doi:10.21067/mbr.v3i2.4723

Cited by 8 publications

(10 citation statements)

References 2 publications

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“…Semakin baik citra suatu merek, semakin tinggi keputusan konsumen untuk melakukan pembelian. Pernyataan ini didukung dengan beberapa penelitian dengan industri makanan yang berbeda-beda tidak hanya kopi, seperti mie (Firmansyah, 2019), roti (Agustina dkk., 2018), air kemasan (Eltonia dan Hayuningtias, 2022).…”

Section: Pengaruh Brand Image Terhadap Keputusan Pembelianunclassified

Beli atau Tidak? Keputusan Konsumen Anomali Café Berdasarkan Pertimbangan Harga dan Brand Image

Sari

Gofur

2022

OIKONOMIA

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The purpose The level of competition for coffee shops is increasing, therefore this study aims to determine whether price and brand image are the determining factors for Anomali Cafe consumers in deciding whether to buy or not the coffee outlet product. Methodology The population of this study is limited to consumers of Anomali Cafe Setiabudi outlets, South Jakarta. Samples were taken from the population by accidental sampling, namely anyone who coincidentally met with the researcher until the sample reached 90 respondents. This measure is according to the rules of experts based on the adequacy of the sample for social research. The proposed hypothesis testing was analyzed based on statistical techniques, namely by multiple linear regression analysis. Findings Price and brand image are strong factors in determining consumer buying decisions. Suggestion Pricing at coffee outlets must be continuously monitored and adjusted to suit consumer perceptions because price is a strong determining factor in consumer purchasing decisions.

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Section: Pengaruh Brand Image Terhadap Keputusan Pembelianunclassified

Beli atau Tidak? Keputusan Konsumen Anomali Café Berdasarkan Pertimbangan Harga dan Brand Image

Sari

Gofur

2022

OIKONOMIA

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“…Penelitian sebelumnya menyatakan bahwa harga, promosi dan kualitas pelayanan berpengaruh signifikan terhadap brand image [9]. Disamping itu, penelitian lain menyatakan bahwa kuantitas pelayanan dan kualitas pelayanan berpengaruh signifikan terhadap citra merek [10].…”

Section: Pendahuluanunclassified

Celebrity endorser dan Promosi terhadap Keputusan Pembelian dengan Brand image sebagai Variabel Intervening

2022

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Penelitian ini bertujuan untuk menguji seberapa besar Pengaruh Celebrity endorser Dan Promosi Terhadap Keputusan Pembelian Pada Toko Belanja Online Di Tokopedia Dengan Brand image Sebagai Variabel Intervening Di Kabupaten Merangin. Metode pengumpulan data melalui survei dan mengedarkan kuisioner, dengan sampel 100 responden. Metode analisis yang digunakan adalah metode analisis yang digunakan adalah analisis korelasi, regresi linear berganda dan analisis jalur (path analysis) menggunakan SPSS. Hasil penelitian yang didapatkan berdasarkan uji hipotesis diperoleh terdapat pengaruh yang signifikan antara Celebrity endorser terhadap Brand image. Terdapat pengaruh yang signifikan antara Promosi terhadap Brand image. Terdapat pengaruh yang signifikan antara Celebrity endorser terhadap Keputusan Pembelian. Terdapat pengaruh yang signifikan antara Promosi terhadap Keputusan Pembelian. Terdapat pengaruh yang signifikan antara Brand image terhadap Keputusan Pembelian. Brand image tidak memediasi hubungan antara Celebrity endorser terhadap Keputusan Pembelian. Brand image tidak memediasi hubungan antara Promosi terhadap Keputusan Pembelian.

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“…3. Harga diteliti oleh (Vikar et al, 2021,(Mawaddah et al, 2021),(Hakim & Juwita, 2021),(Wati & Gunaningrat, 2022). 4.…”

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“…4. Citra merek diteliti oleh (Anggraeni & Soliha, 2020),(Syamsidar & Soliha, 2019),(Rosanti et al, 2021),(Vikar et al, 2021),(Mawaddah et al, 2021),(Putra & Talumantak, 2022),(Nisa, 2022),(Hakim & Juwita, 2021),(Laisina & Fairliantina, 2022),(Octhaviani & Sibarani, 2021),(Wati & Gunaningrat, 2022),(Salsabila & Maskur, 2022). 5.…”

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Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek terhadap Keputusan Pembelian (Studi di Antariksa Kopi Semarang)

Kapirossi,

Prabowo

2023

Ekonomis

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Coffe Shop or a coffee shop is a place whose main focus is selling various types of coffee-based drinks. In Semarang there are many coffee shops, one of the many that needs to be researched is Antariksa Kopi. The purpose of this study was to analyze the effect of each independent variable, namely product quality, price perception, and brand image on purchasing decisions at Semarang Kopi Semarang. The method used is quantitative method. The number of samples in this study were 97 respondents who were determined by the technique purposive sampling. The data analyzed were primary data collected using a questionnaire and processed using the SPSS version 26 program. Based on data processing, the following results were obtained, the instrument test stated that all indicators were valid and all variables were declared reliable. The test results of the coefficient of determination (R2) shows, the ability of the independent variable to explain the dependent variable is 65.5 percent. The results of the F test of all independent variables simultaneously influence purchasing decisions. The results of the regression coefficient and t test show that the variables of product quality, price perception, and brand image have a positive and significant effect on purchasing decisions at Antariksa Kopi Semarang.

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Pengaruh kualitas produk, kualitas layanan, harga dan brand image terhadap keputusan pembelian Kober Mie Setan di Kota malang

Cited by 8 publications

References 2 publications

Beli atau Tidak? Keputusan Konsumen Anomali Café Berdasarkan Pertimbangan Harga dan Brand Image

Beli atau Tidak? Keputusan Konsumen Anomali Café Berdasarkan Pertimbangan Harga dan Brand Image

Celebrity endorser dan Promosi terhadap Keputusan Pembelian dengan Brand image sebagai Variabel Intervening

Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek terhadap Keputusan Pembelian (Studi di Antariksa Kopi Semarang)

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