scholarly journals PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 8 (1) ◽  
pp. 25
Author(s):  
Cornelia Dumarya Manik ◽  
Anthony Salim ◽  
Sugiyarto Sugiyarto
Keyword(s):  
Linear Regression ◽  
Correlation Coefficient ◽  
Regression Coefficient ◽  
Brand Image ◽  
Hypothesis Test ◽  
Strong Relationship ◽  
Test Reliability ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Regression Test

ABSTRAK Penelitian ini bertujuan untuk mengetahui citra merek dan promosi obat paten Antibiotik Kimoxil pada outlet-outlet Apotek Kimia Farma di wilayah Jakarta Selatan khususnya Unit Bisnis Manajer Jaya 1 yang menaungi 32 (Tiga Puluh Dua) Apotek. Serta untuk mengetahui pengaruh antara citra merek dan promosi terhadap keputusan pembelian obat paten Antibiotik Kimoxil pada outlet-outlet Apotek Kimia Farma di wilayah Jakarta Selatan. Jenis penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah seluruh dokter yang berpraktek di apotek Kimia Farma yang berada di wilayah jakarta selatan. Sampel yang digunakan dalam penelitian ini sebanyak 90 responden. Teknik pengumpulan data pada penelitian ini dengan cara kuesioner, dan teknik analisis data dengan uji validitas (uji normalitas, uji heteroskedastisitas, uji multikloinearitas, uji auto korelasi), uji reabilitas, uji asumsi klasik, uji regresi linear sederhana, uji regresi linear berganda, uji koefisien determinasi, uji koefisien korelasi, uji hipotesis parsial dan uji simultan. Hasil penelitian menunjukkan bahwa Citra Merek terbukti berpengaruh positif signifikan terhadap Keputusan Pembelian produk Kimoxil. Hal ini dapat ditunjukkan oleh nilai koefisien regresi sebesar 0,330, nilai thitung sebesar 3,868 lebih besar dari 1,662 dan nilai signifikansi sebesar 0,000 lebih kecil dari 0,05. Promosi terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dalam hal ini dapat ditunjukkan oleh nilai koefisien regresi sebesar 0,569, nilai thitung sebesar 3,858 (3,858 > 1,662) dan nilai signifikansi sebesar 0,000 lebih kecil dari 0,05 (0,000 < 0,05). Nilai koefisien korelasi juga menunjukkan bahwa nilai korelasi antara variabel Citra Merek dengan Keputusan Pembelian sebesar 0,634 masuk pada kategori “kuat”. Sedangkan nilai korelasi antara Promosi dengan Keputusan Pembelian sebesar 0,634 dan masuk pada kategori kuat. Dengan kata lain, terdapat hubungan yang kuat antara variabel Citra Merek dan Promosi terhadap Keputusan Pembelian. Kata kunci : Citra Merek, Promosi, Keputusan Pembelian ABSTRACT This study aims to determine the brand image and promotion of the patent drug Kimoxil Antibiotics at Kimia Farma Pharmacy outlets in the South Jakarta area, especially the Jaya 1 Manager Business Unit which houses 32 (Thirty Two) Pharmacies. As well as to determine the effect of brand image and promotion on purchasing decisions for Kimoxil Antibiotics patent drugs at Kimia Farma Pharmacy outlets in South Jakarta. This type of research is quantitative research. The population in this study were all doctors practicing at Kimia Farma pharmacy located in South Jakarta. The sample used in this study were 90 respondents. The data collection technique in this research is by means of a questionnaire, and data analysis techniques with validity test (normality test, heteroscedasticity test, multicloinearity test, auto correlation test), reliability test, classic assumption test, simple linear regression test, multiple linear regression test, test determination coefficient, correlation coefficient test, partial hypothesis test and simultaneous test. The results showed that the brand image proved to have a significant positive effect on purchasing decisions for Kimoxil products. This can be indicated by the regression coefficient value of 0.330, the tcount value of 3.868 is greater than 1.662 and the significance value of 0.000 is less than 0.05. Promotion is proven to have a positive and significant effect on purchasing decisions, in this case it can be shown by the regression coefficient value of 0.569, the t-count value of 3.858 (3.858> 1.662) and the significance value of 0.000, which is smaller than 0.05 (0.000 <0.05). The correlation coefficient value also shows that the correlation value between the Brand Image variable and the Purchase Decision is 0.634 in the "strong" category. Meanwhile, the correlation value between Promotion and Purchase Decision is 0.634 and is in the strong category. In other words, there is a strong relationship between Brand Image and Promotion variables on Purchasing Decisions. Keywords: brand image, promotion, purchasing decisions

scholarly journals Analysis of Consumer Purchasing Decisions through Product Quality and Promotion on Pam Pam Fried Chicken Products in the District of Pamulang, South Tangerang City

2020 ◽  
Vol 10 (1) ◽  
pp. 91
Author(s):  
Udin Ahidin
Keyword(s):  
Linear Regression ◽  
Product Quality ◽  
Regression Coefficient ◽  
Hypothesis Test ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
Simple Linear Regression ◽  
Purchasing Decisions ◽  
Linear Regression Coefficient ◽  
Regression Test

This study is to determine the effect of product quality partially on consumer purchasing decisions on Pam Pam Fried Chicken in Pamulang Subdistrict Area, to determine the effect of partial promotion on consumer purchasing decisions on Pam Pam Fried Chicken in Pamulang Subdistrict Area, to determine the effect of product quality and promotion together with consumer purchasing decisions on Pam Pam Fried Chicken in the Pamulang District Area, and to find out the company's efforts to improve consumer purchasing decisions on Pam Pam Fried Chicken in the Pamulang District Region .Quantitative associative research methods with a verification approach. The population in this study Pam-Pam Fried Chicken consumers amounted to 7,108 consumers in the District of Pamulang, while the sample taken was 100 respondents using the slovin formula, then a proportional random sampling was done because the research object contained 4 (four) branches. Collecting observational data, questionnaires and literature studies. The data analysis method uses validity test, reliability test, classic assumption test, simple linear regression test, multiple linear regression test, correlation coefficient test (product moment), determination coefficient test, hypothesis test (t-test and f-test) . The results showed that there was a positive and significant effect between product quality partially on purchasing decisions. It can be seen from the simple linear regression coefficient of 0.65. The coefficient of determination is 0.6%, t count 2.719> t table 1.984. There is a positive and significant influence between promotion partially on purchasing decisions. It can be seen from the simple linear regression coefficient of 0.32. The coefficient value of determination is 0.2, t count 2.112> t table 1.984.

scholarly journals The influence of Price, Innovation, and Brand Image on Purchase Decision

2021 ◽  
Vol 6 (3) ◽  
pp. 23-28
Author(s):  
Alwa Pascaselnofra Amril
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Correlation Analysis ◽  
Significant Influence ◽  
Brand Image ◽  
Hypothesis Test ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Purchase Decision ◽  
Purchasing Decisions

This study aims to determine how big the influence of price, innovation and brand image partially or jointly on purchasing decisions. The method of data collection was through questionnaires with a sample of 95 students from the Faculty of Economics, Universitas Negeri Padang, Department of Management. The method used is multiple regression analysis. The results of the correlation analysis test show that there is a significant relationship between price, innovation and brand image on purchasing decisions for LENOVO products. The results of the multiple linear regression analysis were obtained: (a) There is a negative and significant effect between price on purchasing decisions, as evidenced by the value of t-statistic < t-table (-2.627 < 1.986). (b) There is a positive and significant influence between innovation on purchasing decisions, as evidenced by the value of t-statistic > t-table (4.494 > 1.986). (c) There is a significant influence between brand image on purchasing decisions, as evidenced by the value of t-statistic > t-table (4.631 > 1.986). Then based on the joint hypothesis test (F test) it can be seen that the value of F-statistic > F-table (21.902 > 2.70). So the author concludes that price, innovation and brand image have a significant effect on purchasing decisions and the result of Determination (R2) the value is 0.419 this shows that the contribution of the influence of the variables studied in this study is 41.9% and the remaining 58.1% is influenced by the variables others outside of this study.

scholarly journals The Influence of Celebrity Endorser, Brand Image, and Brand Trust on Consumer Purchasing Decisions of Nike Brand Sport Shoes In Surabaya

2019 ◽  
Vol 1 (1) ◽  
pp. 208-218
Author(s):  
Prananda Yudhistira Putra ◽  
Soebandhi Ningrum
Keyword(s):  
Quantitative Research ◽  
Brand Image ◽  
Hypothesis Test ◽  
Test Reliability ◽  
Purchase Decision ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Research Population ◽  
Celebrity Endorser ◽  
Sports Shoes

This study aims to analyze the influence of celebrity endorser, brand image, and brand trust on consumer purchasing decisions for Nike Brand Sports Shoes in Surabaya. This research is quantitative research. Population and sample based on questionnaire distribution to consumers who have already bought and used Nike brand sports shoes in Surabaya were taken as many as 180 respondents. Data collection techniques using interviews, observation and questionnaires. The data analysis used is validity test, reliability test, classic assumption test, multiple linear analysis test and hypothesis test. Research results of variable celebrity endorser, brand image and brand trust have a significant simultaneous effect partially on the purchase decision of Nike brand sports shoes in Surabaya where a significant value is smaller than 0.05.

scholarly journals PENGARUH KUALITAS PRODUK, HARGA DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN SCARLETT BODY WHITENING

2022 ◽  
Vol 18 (1) ◽  
pp. 192-204
Author(s):  
Cindy Septia Pratiwi ◽  
Agus Purnomo Sidi
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Product Quality ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Research Instrument ◽  
Test Product ◽  
Sample Data ◽  
Regression Test ◽  
Valid Data

This research aimed to figure out the influence between product quality, price and marketing influencer with the purchasing decision of Scarlett Body Whitening in East Java. The research instrument employed questionnaire to collect data from Scarlett Body Whitening consumers in East Java. Since there was no valid data for number of the consumers, the research used Roscoe method to take the sample. Data analyzed using multiple linear regression test. Product quality and price have a positive and significant effect on purchasing decisions. Meanwhile, the marketing influencer had no significant effect on purchase decision for Scarlett Body Whitening. Need further research to ensure that marketing influencer had an effect on purchase decision.   Keywords: Product quality, price, marketing influencer, buying decision

scholarly journals The Effect of Service Quality, Brand Image and Word of Mouth Communication towards the Continuing Study Interest

Webology ◽  
2020 ◽  
Vol 17 (2) ◽  
pp. 73-87
Author(s):  
Andri an ◽  
Supa rdi ◽  
Jumaw an ◽  
Had ita ◽  
Christophorus Indra Wahyu Putra
Keyword(s):  
Linear Regression ◽  
Service Quality ◽  
Multiple Linear Regression ◽  
Word Of Mouth ◽  
Brand Image ◽  
Hypothesis Test ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Test Reliability ◽  
Word Of Mouth Communication

This study aims to determine the extent of the relationship between service quality, brand image and word of mouth communication to the interest in continuing study in management department Faculty of Economics, Universitas Bhayangkara Jakarta Raya. The research methodology used is descriptive quantitative research and multiple linear regression analysis. The data obtained from those management students especially the class of 2018 and 2019, then processed using SPSS version 22 which includes several tests like, Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Test, Hypothesis Test (t test and F test) and Determination Coefficient Test (r2). Based on the research results obtained that Service Quality (X1) and Brand Image (X2) variables have a negative and insignificant effect on Interest on Continuing Study (Y), but the other variable of Word of Mouth Communication (X3) has a positive and significant effect on Interest on Continuing Study (Y) variable.

KEPUTUSAN PEMBELIAN DITINJAU DARI KUALITAS PRODUK, CITRA MEREK DAN FASILITAS PADA ABATA DONUT’S SURAKARTA

2021 ◽  
Vol 5 (1) ◽  
Author(s):  
Sandra Amelinda Kundari
Keyword(s):  
Linear Regression ◽  
Product Quality ◽  
Brand Image ◽  
Regression Method ◽  
Purchase Decision ◽  
Linear Regression Method ◽  
Purchasing Decisions ◽  
Independent Variables ◽  
Test Product ◽  
Multiple Linear Regression Method

Competition in the culinary business is currently required for business actors to have a strategy that is able to attract and retain consumers for the sustainability of their company. This study aims to test product quality, brand image and facilities simultaneously influence Abata Donut's purchasing decisions. The sample research sample is 100 consumers accidental sampling with multiple linear regression method. The results of the research on product quality, brand image and facilities simultaneously and partially have a significant effect on Abata Donut's purchasing decisions. The contribution of the three independent variables can explain the purchase decision by 42.9% and the rest is influenced by other variables. Keywords: product quality; brand image; facilities; customer satisfaction

scholarly journals PENGARUH LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA SEPATU MEREK FLADEO DI BASKO GRAND MALL PADANG

2019 ◽  
Author(s):  
Rido Kurniawan ◽  
Febsri Susanti
Keyword(s):  
Regression Coefficient ◽  
Descriptive Analysis ◽  
Linear Regression Analysis ◽  
Test Reliability ◽  
Primary Data ◽  
Purchase Decision ◽  
Simple Linear Regression ◽  
Purchasing Decisions ◽  
Analysis Techniques ◽  
Independent Variables

This study aims to determine whether there is influence on the purchase decision of Fladeo products. The object chosen by the researchers is Basko Grand Mall. Data Type is the primary data. The data is taken directly from Basko Grand Mall. While the sample of this study is determined by Accidental Sampling. Data analysis techniques used are validity test, reliability test, descriptive analysis, classical assumption test, simple linear regression analysis, T test and determinant coefficient (R²) using SPSS program. Based on the results of hypothesis testing found that independent variables have a positive and significant effect on purchasing decisions. The regression coefficient of variable lifestyle is 6.916 and the significance is 0.000. Thus, the hypothesis in this study which states that lifestyle has a positive and significant effect on the purchase decision of Fladeo products in Basko Grand Mall, accepted.

scholarly journals PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK PADA KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE XIAOMI

2021 ◽  
Vol 10 (5) ◽  
pp. 416
Author(s):  
I Putu Gede Agi Agata Wirawan ◽  
Ni Ketut Seminari
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Product Quality ◽  
Brand Image ◽  
Effective Communication ◽  
Purchase Decision ◽  
Communication Tool ◽  
Purchasing Decisions ◽  
Purposive Sampling

The development of technology is growing rapidly, so that smartphones are common and an effective communication tool for users to meet all their needs and interests. Many manufacturers provide smartphone products that offer various conveniences. There are several considerations for consumers in buying a product such as price, brand image and product quality. Purpose of this study is to determine the effect of price, brand image and product quality on purchasing decisions. Research was conducted in Denpasar and the population in this study are consumers who had bought or used Xiaomi smartphone. The research sample consisted of 120 respondents with purposive sampling. Data are analyzed using multiple linear regression. results show that price has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions and product quality has a positive and significant effect on purchasing decisions o Xiaomi smartphones in Denpasar. Keywords: Price, Brand Image, Product Quality, Purchase Decision

scholarly journals TANGGAPAN PERUSAHAAN TERHADAP KOMPETENSI MAHASISWA JOB TRAINING JURUSAN ADMINISTRASI NIAGA POLITEKNIK NEGERI JAKARTA

Epigram ◽  
2018 ◽  
Vol 14 (2) ◽  
Author(s):  
Tuti Hartati ◽  
Mawarta Onida Sinaga ◽  
Amanda Fidienna Putri ◽  
Inna Sifatun Nazah
Keyword(s):  
Research Method ◽  
Hypothesis Test ◽  
Significance Test ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Simple Correlation ◽  
Correlation Test ◽  
Linearity Test

AbstractThe Influence of Celebrity Brand Ambassador Credibility against Wardah's Purchase Decision. Wardah ad version of Dewi Sandra. Economics and Business Faculty. State Islamic University of Syarif Hidayatullah Jakarta 2017. This study aims to determine and analyze the influence of the credibility of Dewi Sandra as a celebrity brand ambassador against consumer purchasing decisions on Wardah cosmetic products. The research method used is quantitative research method. The results of the analysis are presented in the form of numbers then explained and interpreted in a description. There are 100 samples used in this study, which is a student of Faculty of Economics and Business. State Islamic University Syarif Hidayatullah Jakarta who had bought and used Wardah beauty products. In this research used 2 variables namely credibility brand ambassador as independent variable and purchase decision as dependent variable. Data analysis in this research use validity test, reliability test, normality test, linearity test and hypothesis test consisting of simple linear regression test, simple correlation test, coefficient of determination test (R2), and T significance test. Data processing in this research is assisted By SPSS version 24.00 for windows. The results of this study indicate on the simple correlation test (R2) that brand ambassador credibility has an influence of 25.9% on purchasing decisions, while the remaining 74.1% of consumer purchasing decision making process influenced by other variables not examined in this study .Keywords: brand ambassador credibility, purchase decision, WardahAbstrakPengaruh Kredibilitas Brand ambassador Selebriti terhadap Keputusan Pembelian produk Wardah. Iklan Wardah versi Dewi Sandra. Fakultas Ekonomi dan Bisnis. Universitas Islam Negeri Syaarif Hidayatullah Jakarta 2017. Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh kredibilitas Dewi Sandra sebagai brand ambassador selebriti terhadap keputusan pembelian konsumen pada produk kosmetik Wardah. Metode penelitian yang digunakan adalah metode penelitian kuantitatif. Hasil analisis disajikan dalam bentuk angka-angka kemudian dijelaskan dan diinterpretasikan dalam suatu uraian. Terdapat 100 sampel yang digunakan dalam penelitian ini, yang merupakan mahasiswi Fakultas Ekonomi dan Bisnis. Universitas Islam Negeri Syaarif Hidayatullah Jakarta yang pernah membeli dan menggunakan produk kecantikan Wardah. Dalam penelitian ini digunakan 2 variabel yaitu kredibilitas brand ambassador sebagai variabel bebas dan keputusan pembelian sebagai variabel terikat. Analisis data pada penelitian ini menggunakan uji validitas, uji reliabilitas, uji normalitas, uji linearitas dan uji hipotesis yang terdiri dari uji regresi linear sederhana, uji korelasi sederhana, uji koefisien determinasi (R2), dan uji signifikansi T. Pengolahan data pada penelitian ini dibantu oleh program SPSS versi 24.00 for windows. Hasil penelitian ini menunjukkan pada uji korelasi sederhana (R2) bahwa kredibilitas brand ambassadormemiliki pengaruh sebesar 25,9% terhadap keputusan pembelian, sedangkan sisanya yaitu 74,1% proses pengambilan keputusan pembelian konsumen dipengaruhi oleh variabel-variabel lainnya yang tidak diteliti dalam penelitian ini.Kata Kunci: Kredibilitas Brand Ambassador, Keputusan Pembelian, Wardah

scholarly journals PENGARUH LIFE STYLE, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERSONAL CARE DI PT EASTON KALERIS INDONESIA CABANG PADANG (Studi pada mahasiswa STIE “KBP’ Padang)

2019 ◽  
Author(s):  
Reni Febriani ◽  
Febsri Susanti
Keyword(s):  
Life Style ◽  
Quantitative Research ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Personal Care ◽  
Purchasing Decisions ◽  
Personal Care Product ◽  
Care Product ◽  
Regression Test

The purpose of this study is to find out how the influence of life style, brand image and promotion of purchasing decision of personal care product in Pt Easton Kaleris Indonesia branch of Padang. The research method used is quantitative research. The sampling technique used is the sample size technique is purposive sampling. So from the population is taken a sample of 100 respondents. Data analysis techniques used are validity test, classical assumption test, multiple linear regression test, F test and T test. Based on multiple regression analysis, life style, brand image and promotion toward personal care product purchase decision in PT Easton Kaleris Indonesia. From the results of persial emerged life style and brand image significantly influence purchasing decisions, the value of significance produced &lt; 0.005. While the promotion variable does not affect the purchase decision because the value of significance is generated&gt; 0.005.

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