Pengaruh Harga, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Pengguna Produk Rabbani
Keywords:
Harga, Citra Merek, Kualitas Produk, Keputusan Pembelian
Abstract
The purpose of this study is to examine the impact of price, brand image, and product quality on purchasing decisions among users of Rabbani products. This research falls into the category of descriptive research with a research method that uses a quantitative approach. The population of this study includes all students at Universitas Muhammadiyah Surakarta who have purchased Rabbani products. To determine the sample size, this study refers to Malhorta's theory, which says that the sample size can be calculated by multiplying the number of question items by at least four or five. Therefore, the number of samples in this study was 100 respondents. The sampling technique used in this study was non-probability sampling with purposive sampling method. This research was conducted using Partial Least Square (PLS) with the help of Smart PLS software version 3. The results of the analysis in this study indicate that price has a positive but insignificant impact on purchasing decisions, brand image has a negative and insignificant impact on purchasing decisions, while product quality has a positive and significant impact on purchasing decisions.
References
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Sari, D. P., & Nuvriasari, A. (2018). Pengaruh citra merek, kualitas produk dan harga terhadap keputusan pembelian produk merek Eiger (Kajian pada mahasiswa Universitas Mercu Buana Yogyakarta). Jurnal Penelitan Ekonomi Dan Bisnis, 3(2), 78–83.
Setiawati, E. (2018). Pengaruh Harga Dan Citra Merek Terhadap Keputusan Pembelian Televisi Samsung Di Perumahan Villa Grand Tomang Tangerang. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
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Widyastutir, S., & Said, M. (2017). Pertimbangan konsumen dalam keputusan pembelian produk sepatu olahraga SPECS melalui merek citra, desain produk, dan persepsi harga. Jurnal Internasional Manajemen Rantai Pasokan, 6(4), 199–207.
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177. https://doi.org/10.1016/j.techfore.2022.121551
Aulia Mallombasang, A. D., Furwanti, R., & Aprilius, A. (2020). Analysis Product Quality and Price on Purchase Decision of Drinking Water in Packaging Aqla. Economics and Digital Business Review, 1(2), 102–108. https://doi.org/10.37531/ecotal.v1i2.15
Dicky Setiawan, R., & Lestari, W. D. (2023). Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Smartphone Rds Phone Store Di Surakarta. Value: Jurnal Ilmiah Akuntansi Keuangan Dan Bisnis , 4(1), 167–184. https://doi.org/https://doi.org/10.36490/value.v4i1.742
Faritzal, A., Sari, V. N., Lestri, C. S., Putri, A. G., Raihan, B., & Wendhiarko, R. H. (2021). The Influence of Price, Product Quality, and Brand Image on Purchase Decisions for Ultra UHT Milk Products During the Covid-19 Pandemic in Indonesia. Review of International Geographical Education Online, 11(5), 2378–2388. https://doi.org/10.48047/rigeo.11.05.138
Fera, & Pramuditha, C. A. (2021). Pengaruh Kualitas Produk, Harga, Promosi, Citra Merek Terhadap Keputusan Pembelian Handphone Xiaomi Di Kota Palembang. Publikasi Riset Mahasiswa Manajemen, 3(1), 1–13. https://doi.org/https://doi.org/10.35957/prmm.v3i1.1611
Hasyyati, R. D. P., & Khasanah, I. (2019). Minat Beli Sebagai Mediasi ( Studi Pada Konsumen Toko Sepatu Bata Semarang ). Diponegoro Journal Of Management, 8(2337–3792), 1–11.
Herawati, D. W. P. S., & Kardoyo. (2019). Predicted Purchasing Decisions from Lifestyle, Product Quality and Price Through Purchase Motivation. Journal of Economic Education, 8(1), 1–11.
Ida, Z., & Hidayati, I. N. (2020). Brand Image and Product Quality Against Purchase Decision: Sariayu hijab shampoo competitive environment. IOP Conference Series: Earth and Environmental Science, 469(1). https://doi.org/10.1088/1755-1315/469/1/012109
Irianto, H., Ambar Azizah, H., & Wida Riptanti, E. (2022). Pengaruh Citra Merek Kualitas Produk dan Harga Terhadap Keputusan Pembelian Yoghurt Cimory di Surakarta. Jurnal E-Bis, 6(2), 469–481. https://doi.org/10.37339/e-bis.v6i2.955
Kosasih, V. R. (2021). Analysis on the Influence of Price , Product , and Advertisement on the Purchasing Decision of Indomie Instant Noodle. 12(6), 26–34. https://doi.org/10.7176/JESD/12-6-03
Kotler, P. , & Armstrong, G. (2016). Prinsip-prinsip Pemasaran Jilid 1. Erlangga.
Kusdiyanto, K., Saputro, E. P., Sholahuddin, M., Mabruroh, M., Irawati, Z., Murwanti, S., & Setyaningrum, D. P. (2022). Identification of intention to buy healthy food. International Journal of Business, Economics & Management, 5(1), 32–41. https://doi.org/10.21744/ijbem.v5n1.1867
Kuswati, R., Putro, W. T., Mukharomah, W., & Isa, M. (2021). The Effects of Brand Image on Consumer Loyalty: The Role of Consumer Satisfaction and Brand Trust as Intervening Variables. Urecol Journal. Part B: Economics and Business, 1(2), 58–71. https://doi.org/10.53017/ujeb.91
Lamasi, W. I., & Santoso, S. (2022). The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products. International Journal of Research in Business and Social Science (2147- 4478), 11(2), 67–73. https://doi.org/10.20525/ijrbs.v11i2.1579
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara : Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795
Nasution, S. L., Limbong, C. H., & Nasution, D. A. R. (2020). Pengaruh Kualitas Produk, Citra Merek, Kepercayaan, Kemudahan, Dan Harga Terhadap Keputusan Pembelian Pada E-Commerce Shopee. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43–53. https://doi.org/https://doi.org/10.36987/ecobi.v7i1.1528
Ningsih, S., & Pradanawati, L. (2021). The Influence Of Brand Image, Price And Promotion On Purchase Decision (Case Study on Gea Geo Store). Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(3), 1–12.
Noor Fatimah, H., & Nurtantiono, A. (2022). Pengaruh Citra Merek, Promosi, Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Pengguna Aplikasi Shopee). Jurnal Sinar Manajemen , 9(1), 106–113.
Rosa Indah, D., Afalia, I., & Maulida, Z. (2020). Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Hand and Body Lotion Vaseline (Studi Kasus pada Mahasiswa Universitas Samudra). Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 83–94. https://doi.org/10.33059/jseb.v11i1.1983
Rosanti, N., Karta Negara Salam, & Panus. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365–375. https://doi.org/10.35877/454ri.qems360
Sari, D. P., & Nuvriasari, A. (2018). Pengaruh citra merek, kualitas produk dan harga terhadap keputusan pembelian produk merek Eiger (Kajian pada mahasiswa Universitas Mercu Buana Yogyakarta). Jurnal Penelitan Ekonomi Dan Bisnis, 3(2), 78–83.
Setiawati, E. (2018). Pengaruh Harga Dan Citra Merek Terhadap Keputusan Pembelian Televisi Samsung Di Perumahan Villa Grand Tomang Tangerang. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Siregar, A. P., Tannady, H., Jusman, I. A., & Cakranegara, P. A. (2022). Peran Harga Produk Dan Brand Image Terhadap Purchase Decision Produk Cold Pressed Juice Re . Juve. Management Studies and Entrepreneurship Journal, 3(August), 2657–2665.
Widyastutir, S., & Said, M. (2017). Pertimbangan konsumen dalam keputusan pembelian produk sepatu olahraga SPECS melalui merek citra, desain produk, dan persepsi harga. Jurnal Internasional Manajemen Rantai Pasokan, 6(4), 199–207.
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177. https://doi.org/10.1016/j.techfore.2022.121551
Published
2023-11-28
How to Cite
Naisaniya, F., & Saputro, E. (2023). Pengaruh Harga, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Pengguna Produk Rabbani. VALUE, 4(2), 133-150. https://doi.org/10.36490/value.v4i2.935
Section
Articles
