The Effect of Price, Product Quality and Brand Image on the Interest in Purchasing Two Good Bakery Products

Gunawan, Nicholas Francois; Herdinata, Christian

doi:10.18502/kss.v5i5.8816

Cited by 4 publications

(5 citation statements)

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“…Di posisi kedua, ada Nivea yang berbeda tipis nilainya, yaitu 11,12%, dan diikuti dengan Vaseline sebesar 7,14%.Scarlett merupakan merek lokal yang baru berdiri pada tahun 2017 dan terbukti mampu mengalahkan para kompetitor yang notabene merupakan merek internasional. Sales revenue produk Scarlett sendiri mencapai lebih dari Rp23.8 miliar sepanjang kuartal II 2022 [11]. Scarlett Whitening memiliki tiga kategori produk yaitu produk perawatan wajah, produk perawatan tubuh, dan produk perawatan rambut [12].…”

Section: Gambar 1 Penguasa Brand Produk Kecantikanunclassified

Pengaruh Iklan Tiktok, Kualitas Produk Dan Harga Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa Universitas Islam Negeri Sumatera Utara

Julia

Kamilah

2023

INFEB

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This study aims to examine the effect of advertising, product quality and price on buying interest in students of the State Islamic University of North Sumatra, either partially or simultaneously. This study used a quantitative method with data collection using the Likert scale method. The subjects used in this study were 100 students of the State Islamic University of North Sumatra and were taken using purposive sampling. Data analysis techniques through the IBM SPSS statistics 22 program. The results of this study indicate that first, advertising has a positive and significant effect on purchase intention with a significant value of 0.027 <0.05. Second, Product Quality has a positive and significant effect on Purchase Intention with a significant value of 0.000 <0.05. Third, price has a positive and significant effect on buying interest with a significant value of 0.035 <0.05. Advertising, Product Quality and Price simultaneously have a positive and significant effect on Purchase Intention with a significant value of 0.000 <0.05.

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Section: Gambar 1 Penguasa Brand Produk Kecantikanunclassified

Pengaruh Iklan Tiktok, Kualitas Produk Dan Harga Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa Universitas Islam Negeri Sumatera Utara

Julia

Kamilah

2023

INFEB

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“…There are differences regarding price as an independent variable 9 (Gunawan & Herdinata, 2021) Price and product quality have a positive effect on purchase intention, while brand image does not.…”

Section: There Are Similarities In Researching Promotion Variables On...mentioning

confidence: 99%

“…The results of other studies that prove that brand image variables have an impact on purchase intention, include research conducted by: (Ardiansyah, 2018), (Andrew, 2019), (Wirayanthy & Santoso, 2019), (Anwar & Dodi, 2020), (Then & Johan, 2021, (Tsabitah & Anggraeni, 2021), (Gunawan & Herdinata, 2021), (Ningsih & Pradanawati, 2021), (Janah & Suswardji, 2021), (Rusmiyati & Hartono, 2022).…”

Section: The Effect Of Brand Image On Purchase Intentionmentioning

confidence: 99%

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Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review)

Hidayat,

Menhard,

Chintya Ones Charli

et al. 2023

DIJEFA

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This literature survey article discusses the impact of brand image and advertising on purchase intent and decision making with the aim of generating research hypotheses about the effects between variables that can be used in further research. The method of writing this literature review is a library research method derived from online media such as Google Scholar, Mendeley, and other online media. The results of this literature search are: 1) Brand image influences purchase intention. 2) Advertising influences purchase intent. 3) Brand image influences purchasing decisions. 4) Advertising influences purchasing decisions. 5) Purchase intent influences purchase decisions. It is hoped that future researchers will be able to add or study other variables that influence interest and purchase decisions, such as price, product quality, service quality, brand ambassadors, and trust.

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“…Dengan demikian, dapat disimpulkan bahwa harga pada produk body bcrub Scarlett memiliki pengaruh yang signifikan terhadap minat untuk melakukan pembelian ulang. Penelitian ini mendapat dukungan dari penelitian sebelumnya yang dilakukan oleh Gunawan et al (2021) hasil penelitian seblumnya tersebut menunjukkan bahwa variabel harga berpengaruh secara signifikan terhadap minat beli ulang. Temuan ini, sejalan dengan penelitian sebelumnya yang dilakukan oleh Ongkowijoyo (2022) juga menunjukkan bahwa adanya pengaruh yang signifikan dari harga dan kualitas terhadap kepuasan konsumen serta motivasi untuk melakukan pembelian ulang.…”

Section: Pengaruh Harga Produk Terhadap Minat Beli Ulang (Body Scrub ...unclassified

Pengaruh Harga Produk, Kualitas Produk, Gaya Hidup Terhadap Minat Beli Ulang (Body Scrub Scarlett Di Aplikasi Shopee)

Ardhianti,

Kusuma

2023

Jurnal Maneksi

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The economic, cultural, and technological developments impact lifestyles, particularly in the fashion and beauty sectors, leading to significant changes in Indonesia's beauty product market. This study aims to identify factors influencing the repurchase intention of Generation Z consumers for Scarlett body scrub products on the Shopee application. The population and sample selection targeted Generation Z consumers in Semarang, with an unknown number, within the age criteria of 17–30 years. The researcher applied criteria within the Generation Z category with an age range of 13–33 years, as specified. The sample size taken was Sample = (number of indicators x 8) = 14 x 8 = 112 due to the unknown population size. The research method used was quantitative, applying multiple linear regression analysis to test hypotheses. The results of statistical analysis indicate that the product price, product quality, and lifestyle variables have a positive and significant impact on repurchase intention. This study provides valuable insights for companies in designing effective beauty product marketing strategies, focusing on price and understanding consumer lifestyles. The conclusions drawn from this research can serve as a basis for formulating better marketing strategies to enhance consumer repurchase intention in the Indonesian beauty industry. Keywords: product price; product quality; lifestyle; repurchase intention.

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The Effect of Price, Product Quality and Brand Image on the Interest in Purchasing Two Good Bakery Products

Cited by 4 publications

References 0 publications

Pengaruh Iklan Tiktok, Kualitas Produk Dan Harga Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa Universitas Islam Negeri Sumatera Utara

Pengaruh Iklan Tiktok, Kualitas Produk Dan Harga Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa Universitas Islam Negeri Sumatera Utara

Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review)

Pengaruh Harga Produk, Kualitas Produk, Gaya Hidup Terhadap Minat Beli Ulang (Body Scrub Scarlett Di Aplikasi Shopee)

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