Brand Image Sebagai Mediasi Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Pondok Raos Di Kota Solok

Hendrayani, Eka; Ningsih, Andria; Triani, Mike; Arief, Mustika Lukman

doi:10.37301/jmubh.v17i1.19986

Cited by 3 publications

(4 citation statements)

References 1 publication

(1 reference statement)

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“…In line with Erlitna & Soesanto (2018), the price positively and significantly affects brand image. Other research from Hendrayani et al (2022) proved the same thing regarding prices which have a positive and significant effect on brand image. It makes it clear that the higher the price value perceived by consumers or customers, the better the brand image in the minds of consumers.…”

Section: The Effect Of Price On Brand Imagementioning

confidence: 60%

“…In line with research conducted by Purnamasari & Murwatiningsih (2015), price indirectly affects purchasing decisions through brand image. Other research from Hendrayani et al (2022) proved that brand image mediates the effect of price on purchasing decisions. It reinforces that brand image has an influential role between prices and purchasing decisions.…”

Section: Introductionmentioning

confidence: 97%

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The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image

Sihombing

Suharno

Kuleh

et al. 2023

IJFEB

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Indonesia is categorized as Southeast Asia's largest economic potential, with abundant natural resources spread across various provinces. Indonesia experienced global financial crises and a slowdown in early 2019 due to the coronavirus (COVID-19) pandemic. Many sectors, such as mining, energy, and construction, use heavy equipment, especially Crawler Excavators. The Mining sector is still the prima donna of business in Indonesia due to the increasing price of commodities such as coal and other minerals, so there are also many companies as heavy equipment manufacturers, especially PT. Zoomlion Indonesia Heavy Industry. Thus, this study examines the effect of price and product quality on consumer purchasing decisions through brand image. This study is designed using this quantitative method. It is carried out with an exploratory approach which aims to explore and examine more deeply the phenomena that occur between the constructs under study. The population is all companies that shop or buy 20 ton Class Crawler Excavator heavy equipment products, namely PT. Zoomlion Indonesia Heavy Industry in East Kalimantan from 2017-2021, totaling 130 product sales. The results indicated that price and product quality positively and significantly affect purchase decisions. Also, price and product quality positively and significantly affect brand image. Besides that, this study found that brand image mediates the relationship between price and product quality in purchase decisions. This study concludes that brand image plays an important role as a mediator between price and product quality in purchase decisions at PT. Zoomlion Indonesia Heavy Industry.

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Section: The Effect Of Price On Brand Imagementioning

confidence: 60%

Section: Introductionmentioning

confidence: 97%

The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image

Sihombing

Suharno

Kuleh

et al. 2023

IJFEB

View full text Add to dashboard Cite

show abstract

“…Result of this study in inline with researches conducted by Wardana and Savitri (2018) and by Iriani and Nurfitriana that brand image has a positive and significant effect on purchase intention (2020). Eka Hendrayani also said that brand image has an important role as mediating variable on customer purchasing decisions (Hendrayani et al, 2022).…”

Section: Hypothesis Testing Resultsmentioning

confidence: 99%

Scarlett Products Booming: Does Experiential Marketing Matter?

Kuswibowo

Suksesty

Mahliza

et al. 2023

JMUBH

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The study intentions to observe and analyze the effect of Brand Image and Product Quality on Purchase Intention of Scarlett products through Experiential Marketing as the Variable of Intervening. Causal research method was used here in order to define if there is any causal relation from independent to dependent variables. Data collection technique was benefitted the questionnaire. The population chosen were users of Scarlett products in West Jakarta area. The sample of this research is the consumers who use the Scarlett product with a total of 100 respondents who were selected randomly using random sampling technique. The Structural Equation Model was used as the research approach with Smart-PLS 3.2.8 version analysis research tool. It is found that Brand Image influenced both Purchase Intention and Experiential Marketing positively and significantly. Product Quality effected both Experiential Marketing and Purchase Intention significantly and positively. Experiential Marketing proved to effect Purchase Intention positively and significantly as the implication, Experiential Marketing should be maintained more broadly to increase Purchase Intention.

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“…Promotion is an effective medium to let consumers know about products (Hendrayani et al, 2022). However, when running this promotion, the seller must be careful in setting a discounted price because it can be detrimental to the seller if he uses the wrong tactics.…”

Section: Discussionmentioning

confidence: 99%

The Effect of Discounts and Free Shipping on Impulsive Purchases Moderated by Seller Service

Aprilia¹,

Wulandari

Diantoro

2023

JMUBH

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This research was conducted to determine the relationship between discounts, free shipping and impulse purchases moderated by the seller's service. The population in this study were all Generation-Z users of the Shopee marketplace in Yogyakarta using the Smart PLS 3 application. The research sample uses a non-probability sampling technique with purposive sampling method. This study shows a relationship between discounts and free shipping on impulse purchases. In addition, the seller's service is pure moderation between discounts, free shipping against impulse purchases. The reseacrh has limitations that it is to be on a discount, free shipping, seller service, impulse purchases and focus on a Generation-Z that’s avaliable in Yogyakarta. This study will give insight to readers especialy in the field of marketing about the impulsive buying behavior of Generation-Z in the Shopee marketplace with discounts and free shipping as the independent variables, as well as the involvement of seller services as a moderating variable. The difference in this research is to use the seller's service as a moderating variable to find out a deeper relationship between the independent and dependent variables. Using Generation-Z in Yogyakarta which has never been done by previous researchers.

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Brand Image Sebagai Mediasi Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Pondok Raos Di Kota Solok

Cited by 3 publications

References 1 publication

The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image

The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image

Scarlett Products Booming: Does Experiential Marketing Matter?

The Effect of Discounts and Free Shipping on Impulsive Purchases Moderated by Seller Service

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