ANALISIS KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK DAN PERSEPSI HARGA PADA PT. HUMPUSS TRADING JAKARTA
DOI:
https://doi.org/10.32832/inovator.v9i1.3002Keywords:
brand image, price perception, purchasing decisionsAbstract
The research aims to analyze the relationship between brand image and price perception with purchasing decisions at PT. Humpuss Trading, Jakarta. The study population was 140 customers and the number of samples 104 respondents using proportional random sampling technique. The research method used was a survey with a correlational approach consisting of two independent variables namely brand image and price perception and one dependent variable, namely purchasing decisions. The results showed that there was a positive and significant relationship between brand image and purchase decision, there was a positive and significant relationship between price perception and purchase decision, there was a positive and significant relationship between brand image and price perception simultaneously with purchase decisions. Thus it can be concluded that purchasing decisions can be improved through brand image and price perception partially or simultaneously.
References
Aaker., David A. 2010. Manajemen Pemasaran Strategis Edisi 7. Jakarta : Salemba Empat
Abdullah, Thamrin dan Francis Tantri.2015.Manajemen
Pemasaran. Jakarta: PT Raja Grafindo Persada.
Alma, Buchari. 2014. Manajemen Pemasaran dan Pemasaran Jasa Cetakan Kesepuluh. Bandung (ID): ALFABETA.
Kotler.Philip,2000. Manajemen Pemasaran, edisi 8. Jakarta : Salemba Empat
Kotler,Keller.2008. Manajemen Pemasaran Edisi 4. Jakarta : Prenhallindo
Kotler, Phillip dan Gary Amstrong. 2001. Prinsip-Prinsip Pemasaran, jilid 2, edisi ke-8, Penerbit Erlangga, Jakarta.
____________. 2010. Principles of Marketing. (Edition 13).United State of Ametica: Pearson.
Malik,&Yaqoob,& Aslam. 2012. The Impact of Price Perception, Service Quality And Brand Image On Custumer Loyalty (Study Of Hospitality Industry In Pakistan Interdisciplinary, Journal Of Contempory Research In Business Vol 4, No.5.
Sangadji, E.M., dan Sopiah. 2013. Prilaku Konsumen: Pendekatan Praktis Disertai:Himpunan Jurnal Penelitian. Yogyakarta: Penerbit Andi.
Schiffman, L.G dan Kanuk, L.L,2004. Cosumer Behavior.Pearson Prentice Hall. United States of America.
__________. 2007. Perilaku Konsumen, Edisi 7. Jakarta: Indeks
__________. 2008. Consumer Behaviour 7th Edition (Perilaku Konsumen). PT Indeks, Jakarta.
Sugiyono.2012 Metode Penelitian Kuantitatif Kualitatif dan R&B, Alfabeta, Bandung.
__________. 2014 Metode Penelitian Kuantitatif Kualitatif dan R&B, Alfabeta, Bandung.
Moch.Marlan,2016.Hubungan Kualitas Produk dan Persepsi Harga dengan Keputusan Pembelian Kuda-Kuda Baja Ringan SMARTRUSS Pada PT. NS BLUESCOPE LYSAGHT INDONESIA. Tesis, Universitas Pakuan - Bogor.
Hesti Ratnaningrum (2016). Pengaruh Promosi, Harga dan Kualitas Produk terhadap Keputusan Pembelian Konsumen dalam Pembelian BBM jenis Pertalite di Kota Yogyakarta. Skripsi , Universitas Sanata Dharma - Jogyakarta.
Ferdy Fahrian (2014),Pengaruh Citra Merek, Lokasi, Kepercayaan dan Kualitas Pelayanan terhadap Minat Beli BBM di SPBU Gasindo Mekar Putra Semarang. Jurnal Universitas Panandaran Semarang.
Yusuf Romadon,Srikandi Kumadji,Yusri Abdillah (2014), Pengaruh green marketing terhadap brand image dan struktur keputusan pembelian pada produk Pertamax series. Jurnal, Manajemen Fakultas Ekonomi dan Bisnis, Universitas Brawijaya, Malang.Jurnal Administrasi Bisnis (JAB).Vol. 15 No. 1 Oktober 2014.http//administrasibisnis.studentjournal.ub.ac.idDiakses pada tanggal 23 April 2017.
