Analisis pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian melalui citra merek sebagai variabel intervening

Ryananda, Muhammad Hafizh; Udayana, Ida Bagus Nyoman; Maharani, Bernadetta Diansepti

doi:10.30872/jmmn.v14i2.11099

Cited by 11 publications

(15 citation statements)

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“…Muhtarom et al (2022) dan Alfian & Nainggolan (2022) reveal that pricing perception affects buying choices. Research findings from Ryananda et al (2022) prove that there is an indirect influence between price perception and buying decisions through brand image. Hypotheses that can be drawn include: H1: Price perception has an impact on brand perception.…”

Section: Literature Reviewmentioning

confidence: 87%

Improving Purchasing Decisions Through Price Perception and Product Quality: The Mediating Role of Brand Image in Botanica Apartment

Wijayanti¹,

Nainggolan²

2023

jml

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This research examines the impact of brand impression through the mediators of pricing perception and product quality on a buying decision for a Botanical Apartment. This study used primary data from questionnaires with a purposive sampling technique and the PLS-SEM (Partial Least Squares - Structural Equation Modelling) method to investigate the stated hypothesis. Two sessions were used to complete the PLS-SEM analysis in two phases. The reliability and validity analysis is the first stage, and the estimate and validation of the path coefficients and the robustness of the structural models are the second and third stages, respectively. For statistical analysis, using a sample of 220 respondents was taken from residents living in The Botanica Apartment and applying Smartpls V.3.2.9 to test the hypothesis of the influence of variables simultaneously and partially. Research findings show that brand image influences purchasing decisions, product quality affects the brand image, product quality affects purchasing decisions, price perception affects the brand image, and price affects purchasing decisions. In addition, the study revealed that product quality impacts brand image indirectly through purchasing decisions, and price perception impacts brand image indirectly through buying decisions.

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Section: Literature Reviewmentioning

confidence: 87%

Improving Purchasing Decisions Through Price Perception and Product Quality: The Mediating Role of Brand Image in Botanica Apartment

Wijayanti¹,

Nainggolan²

2023

jml

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“…Muharam & Euis' (2017) research concludes that price perception affects purchasing decisions. Ryananda et al (2022) explain that price perception does not affect brand image. Purchasing decisions are also not influenced by price perceptions expressed by Mendur et al (2021).…”

Section: A Introductionmentioning

confidence: 94%

“…Therefore, products that are reliable and have high-quality product designs have the potential to build consumer trust. Research by Ryananda et al (2022) explains that product quality influences brand image. Azzahra & Paludi (2023) revealed that purchasing decisions are influenced by product quality.…”

Section: A Introductionmentioning

confidence: 99%

The Impact of Product Quality, Product Design and Price Perception Increasing Purchase Decisions Mediated by Brand Image in Lock N Lock Indonesia

Akbarullah,

Silitonga

2024

Bus. Management Analysis J.

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This research analysis aims to identify the impact of Product Quality, Product Design, Price Perception on Brand Image and Purchasing Decisions in Lock n Lock Indonesia using PLS-SEM to process data. Accidental sampling was used as a sampling technique with 230 respondents who wanted to make a purchase. The research findings have important theoretical implications, showing the positive impact of product quality and price perception on brand image as well as the significant influence of brand image on purchasing decisions. This study also found the negative impact of product quality, product design, price perception on purchasing decisions and product design on brand image. The implications of these findings provide an in-depth look at how companies can design more effective marketing strategies to improve brand image and customer purchasing decisions in Lock n Lock. The study also contributes to the marketing and brand management literature by discussing the complex interactions between product quality, product design, price perception, brand image, and purchasing decisions in the context of the household product industry.

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“…Konsumen yang menggunakan atau mengkonsumsi produk yang berkualitas akan terbentuk persepsi yang positif, sehingga menciptakan citra merek. Konsisten dengan studi yang dilakukan (Ryananda et al, 2022) yang membuktikan bahwa kualitas produk berpengaruh signifikan terhadap citra merek. Bertolak belakang dengan studi yang dilakukan (Izzuddin & Muhsin, 2020) yang memperoleh hasil bahwa kualitas produk tidak memiliki peran signifikan dalam membentuk persepsi merek konsumen.…”

Section: Kualitas Produk Terhadap Citra Merekunclassified

Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Membeli Melalui Citra Merek Produk Sabun Blue Ocean di Jakarta

Sukawati,

Pradiani,

Fathorrahman

2024

jiip

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Penelitian ini dilakukan dengan tujuan untuk mengetahui dan menganalisis pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian melalui citra merek pada produk sabun Blue Ocean di Jakarta. Penelitian dilakukan dengan pendekatan kuantitatif dengan menggunakan sampel 111 responden, dan dianalisis dengan menggunakan path analysis menggunakan SmartPLs. Hasil penelitian menunjukkan bahwa, kualitas produk dan kualitas pelayanan berpengaruh signifikan terhadap citra merek, kualitas produk dan kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian, dan secara tidak langsung kualias produk dan kualitas pelayanan melalui citra merek berpengaruh signifikan terhadap keputusan pembelian sabun Blue Ocean di Jakarta.

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Analisis pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian melalui citra merek sebagai variabel intervening

Cited by 11 publications

References 0 publications

Improving Purchasing Decisions Through Price Perception and Product Quality: The Mediating Role of Brand Image in Botanica Apartment

Improving Purchasing Decisions Through Price Perception and Product Quality: The Mediating Role of Brand Image in Botanica Apartment

The Impact of Product Quality, Product Design and Price Perception Increasing Purchase Decisions Mediated by Brand Image in Lock N Lock Indonesia

Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Membeli Melalui Citra Merek Produk Sabun Blue Ocean di Jakarta

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