The Influence of Brand Image and Price Perception on Buavita Purchasing Decisions at Alfamart Kemanggisan 2 Jakarta

Article Sidebar

PDF
Published: Mar 11, 2024
DOI: https://doi.org/10.55299/ijec.v3i1.795
Keywords:
Purchase Decision; Brand Image; Price Perception; Partial Least Square

Main Article Content

Dave Matthew Ronnie
Management Study Program, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Supriyono Supriyono
Management Study Program, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” Jawa Timur, Indonesia

Abstract

This study aims to determine the effect of brand image and price perception on purchasing decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta. This quantitative method research uses the population of Buavita consumers at Alfamart Kemanggisan 2 Jakarta in the last 3 months. The number of research samples was 99 people who were taken using the non-probability sampling method with purposive sampling technique. The data collection method was carried out through the distribution of conventional questionnaires and was measured using a Likert scale. The analysis used is Partial Least Square (PLS). The results of this study indicate that there is a significant influence between brand image and purchasing decisions also price perception and buying decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta.

Downloads

Download data is not yet available.

Article Details

How to Cite
Ronnie, D. M., & Supriyono, S. (2024). The Influence of Brand Image and Price Perception on Buavita Purchasing Decisions at Alfamart Kemanggisan 2 Jakarta. International Journal of Economics (IJEC), 3(1), 358–365. https://doi.org/10.55299/ijec.v3i1.795
Issue
Vol. 3 No. 1 (2024): January-June
Section
Articles
Creative Commons License

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

References

Abdillah, W., & Jogiyanto. (2015). Partial Least Square (PLS) : Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Andi.

Anggraeni, R. A., & Soliha, E. (2020). KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Jurnal Manajemen. p-ISSN: 2460-4089 e-ISSN: 2528-2948. Vol. 6 No. 3.

Budiono & Yuliana. (2021). Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian di Pizza Hut Delivery Arundina Cibubur. Majalah Ilmiah Panorama Nusantara, Edisi 31. Volume 16, Nomer 02, Tahun 2021.

Cockrill, Antje., Mark M.H. Goode. Perceived Price And Price Decay In the DVD Marke. The Journal of Product And Brand Management, 19 (5) 2010.

Ferdinand, Augusty. (2014). Metode Penelitian Manajemen, Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen. Semarang: AGF Books.

Firmansyah, Anang. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Surabaya: CV. Penerbit Qiara Media.

Firmansyah, Anang. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Surabaya: Deepublish.

Ghozali, Imam. (2011). Structural Equation Modeling Metode Alternatif dengan Partial Least Square (PLS). Semarang: Badan Penerbit Universitas Diponegoro.

Indrasari, Meithiana. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.

Iriani, F & Indriyani, R. (2020). PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK SARIAYU MARTHA TILAAR. Jurnal Manajemen.

Kotler dan Armstrong (2016:47) Bauran pemasaran (marketing mix) : JM, VOL. 5, NO. 1, MARET 2023, Hal: 63-75.

Kotler, P., & Gary Amstrong. (2016). Marketing Managemen : Vol. Jilid 1 (Edisi 13). Erlangga.

Kotler, P., & Kevin Keller. (2017). Marketing Management (Global Edition). Pearson Education Limited.

Maria & Suroso. (2020). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Pada Roti CV. Rima Bakery di Kota Padang. JurnalPundi. Volume 04, Nomer 01, Tahun 2020.

Purwanto & Risaputro. (2021). Analisis Pengaruh Persepsi Harga, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Sari Roti di Kota Semarang). REKAN. Volume 02, Nomer 01, Tahun 2021.

Qiana, A. D., & Lego, Y. (2021). PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MASKER SENSI DI TANGERANG. Jurnal Manajerial dan Kewirausahaan, Volume III No. 3/2021 Hal: 649-660.

Ridhania, F. (2021). PENGARUH CITRA MEREK TERHADAP GAYA KEPUTUSAN. Jurnal Penelitian dan Pengukuran Psikologi.

Ruliansyah, F & Sampurna, S. D. (2020). PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR (Studi Kasus Pada Konsumen Sepeda Motor Yamaha Di Dealer Johar Baru Jakarta Pusat). Jurnal Sekolah Tinggi Ilmu Ekonomi Indonesia

Sofjan, P. (2019). Manajemen Bisnis Pemasaran. Raja Grafindo Persada

Tritama, A., Syarief, N., & Pusporini. (2021). ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PULL&BEAR DI GRAND INDONESIA JAKARTA. Prosiding Konferensi Riset Nasional Ekonomi, Manajemen dan Akuntansi. Volume 2.

Website topbrand-award pada laman “Minuman sari buah dalam kemasan”