PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE PADA MAHASISWA S1 AKUNTANSI PADANG

Renil Septiano

doi:10.47492/jip.v2i9.1280

Renil Septiano Sekolah Tinggi Ilmu Ekonomi KBP

DOI: https://doi.org/10.47492/jip.v2i9.1280

Keywords: Purchasing Decisions, Brand Image, Price, Product Quality

Abstract

Abstract

Purchasing decisions are conditions in which buyers purchase products or services based on consumer desires. This study aims to obtain empirical evidence whether there is an effect of brand image, price and product quality on purchasing decisions. The population of this study were students of Dharma Andalas University. The sampling used was nonprobability sampling with purposive sampling technique. Sampling using purposive sampling technique means that each individual who is used as a sample is chosen deliberately based on certain considerations, these considerations include the characteristics of the respondent himself. The characteristics applied in this study to select the sample in this study were students of Dharma Andalas University S1 Accounting for the year 2017-2019. Data collection was carried out using a questionnaire instrument. The analytical method used to test the hypothesis is multiple linear regression. The results of this study indicate that brand image affects purchasing decisions, price does not affect purchasing decisions, and product quality affects purchasing decisions.

References

[1] Aisyah Sriwahyuni. (2018). Pengaruh harga, citra merek, dan kualitas produk terhadap keputusan pembelian smartphone samsung pada mahasiswa uin raden fatah palembang. 165.
[2] Amilia, S. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.
[3] Cahyono, E. (2018). PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK OPPO DI SLEMAN DAERAH ISTIMEWA YOGYAKARTA. V(1), 61–75.
[4] Fatmawati, D., & Triastity, R. (2017). pengaruh kualitas produk dan citra merek terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening(survei pada konsumen lumbung batik surakarta). Jurnal Ekonomi Dan Kewirausahaan, 17, 317–329.
[5] Gifani, A., & Syahputra. (2017). Pengaruh Citra Merek terhadap Keputusan Pembelian produk Smartphone Oppo pada Mahasiswa Universitas Telkom. Bisnis Dan Iptek, 10(2), 81–94.
[6] Hidayat, D. I. D. L. R. (2017). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan Desy. Dictionary of Statistics & Methodology, 5(1), 15–24. https://doi.org/10.4135/9781412983907.n1598
[7] Khumairo, Lukiana, N., & Kasim, K. T. (2018). Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Kopi Kapal Api Di Lumajang. Jurnal Progress Conference, 1(1), 262–270.
[8] Nur Aulia Agustina, Seno Sumowo, B. W. (2018). Pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian. Journal of Chemical Information and Modeling, 53(9), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004
[9] Septiano, R. (2020). ANALISIS PEYUSUNAN STRATEGI BISNIS PADA RAYHAN TOKO MUSLIM. Jurnal Ilmu Manajemen Terapan, 1(4), 401–415.
[10] Septiano, R., & Sari, L. (2020). DETERMINATION OF CONSUMER LOYALTY THROUGH CUSTOMER SATISFACTION. Dinasti International Journal of Economics, Finance & Accounting, 1(5), 865–878.
[11] Septiano, R., & Sari, L. (2021). DETERMINATION OF CONSUMER VALUE AND PURCHASE DECISIONS: ANALYSIS OF PRODUCT QUALITY, LOCATION, AND PROMOTION. Dinasti International Journal of Digital Business Management, 2(3), 482–498.
[12] Setianingsih, W. E. (2018). Pengaruh kualitas produk, harga dan citr merek terhadap keputusan pembelian konsumen. Diponegoro Journal of Social and Politic, 1–8.
[13] Sugiyono. (2017). MetodePenelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet. In Sugiyono. (2017). MetodePenelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet. https://doi.org/10.1017/CBO9781107415324.004
[14] Syaleh, H. (2017). Pengaruh Kualitas Produk, Harga, Promosi dan Tempat Pendistibusian Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Perusahaan Tjahaja Baru Bukittinggi. Journal of Economic, Bussines and Accounting (COSTING), 1(1), 68–82. https://doi.org/10.31539/costing.v1i1.16
[15] vernando. (2018). Pengaruh citra merek, kualitas produk, dan promosi produk terhadap keputusan pembelian smartphone samsung. 147.
[16] Widjaja, Y. R., & Rahmat, F. D. J. (2017). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian di Rumah Makan Kampoeng Sawah Kabupaten Bandung. Ekspansi, 9(1), 71–95.
[17] Wulandari, R. D., & Iskandar, D. A. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik. 3(1), 11–18.