The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Intention

2019 ◽  
Author(s):  
Osly Usman ◽  
Yenni Aryani
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Brand Image

ANALISIS PENGARUH CELEBRITY ENDORSER DAN PRODUCT QUALITY TERHADAP BUYING DECISION SERTA DAMPAKNYA PADA SATISFACTION (Survei Pada Konsumen Produk Kosmetik Rossa Beauty Di Kota Pontianak)

2019 ◽  
Vol 8 (1) ◽  
Author(s):  
ANGELINA CAROLIN B2042152001
Keyword(s):  
New Jersey ◽  
Consumer Behavior ◽  
Product Quality ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Repurchase Intention ◽  
Purchasing Decisions ◽  
Celebrity Endorser

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Celebrity Endorser dan Product Quality terhadap Buying Decision serta dampaknya pada Satisfaction (survei pada konsumen produk Rossa Beauty di Kota Pontianak). Jenis penelitian ini adalah penelitian kausalitas deskriptif. Sampel penelitian ini adalah responden yang pernah membeli dan menggunakan produk kosmetik merek Rossa Beauty selama 6 bulan terakhir sebanyak 100 orang yang diperoleh dengan purposive sampling. Analisis data dilakukan menggunakan analisis jalur (path analysis) dengan bantuan SPSS 22.0.Hasil penelitian memperlihatkan bahwa (1) Celebrity Endorser berpengaruh positif dan signifikan terhadap Buying Decision (2) Product Quality berpengaruh positif dan signifikan terhadap Buying Decision (3) Buying DecisionBerpengaruh positif signifikan terhadap Satisfaction (4) Celebrity Endorser berpengaruh positif signifikan terhadap Satisfaction (5) Product Quality berpengaruh positif signifikan terhadap Satisfaction. Kata Kunci: Celebrity Endorser, Product Quality, Buying Decision, Satisfaction DAFTAR PUSTAKAAmbadar, et al. 2007. Mengelola Merek. Jakarta: Yayasan Bina Karsi MandiriAsma, Saleem dkk. 2015. Product Perceived Quality and Purchase Intention with         Consumer Satisfaction. Global Journal of Management and Business Research: E Marketing Vol 15Baruna Hadi Brata dkk. 2017. The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta.Saudi Journal of Business and Management StudiesDajan, Anto. 1986. Pengantar Metode Statistik. Jakarta: LP3SDurianto, dkk. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka UtamaEndang, Sulistya. 2012. Pengaruh Agnes Monica Sebagai Celebrity Endorser Terhadap Pembentukan Brand Image Honda Vario. Jurnal Bisnis dan Manajemen Vol.6Elfarisi Al. 2016. Pengaruh Celebrity Endorser (HiVi) Terhadap Proses Proses Keputusan Pembelian Sepatu Kulit Amble Footwear (Survei Kepada Para Pengguna Sepatu Amble Footwear di Sosial Media TwitterEvelina dkk. 2012. Pengaruh Citra Merek, Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Kartu Perdana Telkomflexi. Jurnal Ilmu Administrasi Bisnis Volume 2 Nomor 1 Tahun 2013Ghozali, Imam. 2011. Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas DiponegoroGriffin, Jill. 2003.Customer Loyalty: Menumbuhkan Dan Mempertahankan Pelanggan. Jakarta: Penerbit ErlanggaHadi, Prasetyo dan Sumarto. 2010. Pentingnya Brand Loyalty Terhadap Minat Beli Ulang. Jurnal Riset Ekonomi dan Bisnis Vol.10 No.1Hendra Riki Wijaya dan Sri Rahayu. 2018. The Effect of Trust and Brand Image to Repurchase Intention in Online ShoppingHestayani, Andriana Dwi dan Astuti. 2017. Analisis Pengaruh Celebrity Endosser, Daya Tarik Iklan, Kualitas Produk terhadap Kepurusan Pembelian dengan Brand Image sebagai Variabel Intervening.Kotler, Philip dan Keller. 2007. Manajemen Pemasaran, Jilid I, Edisi Kedua belas. Jakarta: PT. IndeksKotler, Philip and Kevin Lane Keller, 2012. Manajemen Pemasaran, Edisi 13 Jilid 1 dan 2, Alih Bahasa: Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong. 2008. Prinsip-Prinsip Pemasaran. Edisi 12. Jilid 1. Alih Bahasa : Bob Sabran. Jakarta: ErlanggaKotler, Philip and Amstrong, Gary. 2014. Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta: ErlanggaKotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson         Education, IncLutiary Eka Ratri. 2007. Hubungan Antara Citra Merek (Brand Image) operator Seluler Dengan Loyalitas Merek (Brand Loyalty) Pada Mahasiswa Pengguna Telepon Seluler Di Fakultas Ekonomi Reguler Universitas Diponegoro SemarangMade Sintha Ayu Saraswati Sujana. 2017. Peran Brand Image Memediasi Hubungan Celebrity Endorser Dengan Purchase Intention. Forum Keuangan Dan Bisnis Indonesia (FKBI)Mahestu Noviandra. 2006. Analisis Pengaruh Model Iklan Terhadap Perilaku Pembelian Remaja, Kasus Pada Bintang Akademi Fantasi IndosiarNababan, Marya Desyeni. 2008. Pengaruh Selebriti Pendukung (Celebrity Endorser) terhada Minat Pembelian Indomie (Studi Kasus pada Fakultas Ekonomi Universitas Methodist Indonesia)Pakpahan, Erick Simon Bolivar. 2017. Pengaruh Kredibilitas Celebrity Endorseer terhadap Keputusan Pembelian dan Kepuasan Konsumen YOU-C 1000 Vitamin C di Kota PekanbaruParengkuan, dkk. 2014. Analisis Pengaruh Brand Image dan Celebrity Endorsment terhadap Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi           Pemasaran. Terjemahan. Jakarta: Erlangga Keputusan Pembelian Produk Shampo Head and Shoulders. Jurnal EMBA Vol.2 No.3Paul, J. Peter dan Jerry C. Olson. 2000. Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Terjemahan. Jakarta: ErlanggaRamadhan dan Santosa. 2017. Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada sepatu Nike Running di Semarang melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Diponegoro Hournal of Management. Volume 6, Nomor 1, Tahun 2017Royan, Frans. M. 2004. Marketing Selebritis, Selebritis dalam Iklan dan Strategi Selebritis Memasarkan Diri Sendiri. Jakarta: Elek Media Komputindo kelompok GramediaSantoso, Singgih. 2014. Panduan Lengkap SPSS Versi 20. Jakarta: PT. Elek Media KomputindoSchiffman and Lazar Kanuk. 2000. Costumer Behavior: Internasional Edition. New Jersey: Prentice HallSchiffman, Leon G. and Leslie Lazar Kanuk.2007. Customer Behavior, edisi ke 7. New Jersey: Prentice-hall,1ncSaputra, Setiawan Tri dkk. 2017. Pengaruh Kualitas Produk terhadap Keputusan Pembelian dan Dampaknya terhadap Kepuasan Konsumen Pengguna Iphone (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Malang)Setiadi, Nugroho J. 2003. Perilaku Konsumen. Jakarta: KencanaShimp, Terence. 2003. Periklanan Promosi Aspek Aspek Tambahan Komunikasi Terpadu. Jakarta: ErlanggaSugiyono.  2017.  Metode  Penelitian  Kuantitatif,  Kualitatif,  dan  R&D.  Bandung: AlfabetaSujarweni, V Wiratna. 2014. SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.Sulis, Riptiono. 2013. Pengaruh Lifestyle, Brand Awareness dan Product Quality terhadap Repurchase Intention Minuman Saribuah Buavita dengan Purchasing Decisions sebagai Variabel Intervening di Kecamatan Kebumen. Jurnal Fokus Bisnis Vol.12 No.1Sumarwan, Ujang.2010. Perilak  Konsumen: Teori dan Penerapannya Dalam Pemasarannya. Jakarta: Ghalia IndonesiaSumarwan, Ujang. 2004. Perilaku Konsumen. Jakarta: PT Ghalia IndonesiaSuryani, Tatik. 2008. Perilaku Konsumen Implikasi Pada Strategi Pemasaran. Yogyakarta: Graha IlmuTjiptono, Fandi. 2008. Strategi Pemasaran. Yogyakarta: Andi

scholarly journals Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention

2019 ◽  
Vol 6 (2) ◽  
pp. 86
Author(s):  
Wahyu Mega Kurnianto ◽  
Sylvia Sari Rosalina ◽  
Nurminingsih Nurminingsih
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Sampling Technique ◽  
Total Sample ◽  
Marketing Mix ◽  
Purchase Decision ◽  
The People ◽  
Research Population

This research aims to analyze the effect of marketing mix on brand image of the Spesial SB packaging beef meatball, analyze the effect of product quality on brand image of the Spesial SB packaging beef meatball, analyze the effect of brand image on purchase intention to the Spesial SB packaging beef meatball, and to analyze the effect of purchase intention on purchase decision to the Spesial SB packaging beef meatball. This research is quantitative research that applies an associative descriptive approach. The research population is the people of Halim Perdanakusuma Village of East Jakarta who once consumed the Spesial SB packaging beef meatball with a total sample of 190 people. The research sampling was carried out using incidental sampling technique. The data collection was performed by distributing questionnaires and conducting interviews. The data were analyzed using SEM-PLS 2 and SPSS. The analysis results showed that marketing mix has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, product quality has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, the brand image has a positive and significant effect on purchase intention of the Spesial SB packaging beef meatball, and purchase intention has a positive and significant effect on purchase decision the Spesial SB packaging beef meatball.

scholarly journals PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUASAN DAN NIAT BELI ULANG

2018 ◽  
Vol 7 (10) ◽  
pp. 5748
Author(s):  
Ida Ayu Putu Dian Savitri ◽  
I Made Wardana
Keyword(s):  
Data Collection ◽  
Customer Satisfaction ◽  
Product Quality ◽  
Purchase Intention ◽  
Brand Image ◽  
Reliability Test ◽  
Repurchase Intentions ◽  
Validity Test ◽  
Collection Data ◽  
Buy Back

Repeat intention is one of the important factors for the company. The re-purchase intention of a product arises because the consumer is satisfied with the product purchased previously. One of the keys in creating a buy-back intention is to increase customer satisfaction. This research was conducted in Denpasar City involving 120 respondents. The purposive sampling method is chosen as the method of data collection. Data collection was done by distributing questionnaires containing statements relating to brand image variables, product quality, price perceptions, customer satisfaction and re-purchase intentions. Furthermore, data from the results of collecting the questionnaire is processed by using the validity test, and reliability test to determine the feasibility and consistency of indicators in the questionnaire. In addition to the validity test and reliability test, another test is performed path analysis. The results of this study found that, brand image, product quality and price perception have a positive and significant impact on customer satisfaction. Brand image is the most dominant variable affecting customer satisfaction. Customer satisfaction also has a positive and significant impact on repurchase intentions. So it can be concluded that creating the intention to buy back on consumers can be done by increasing customer satisfaction.

scholarly journals Pengaruh Kualitas Produk Dan Brand Image Handphone Samsung Terhadap Purchase Intention Konsumen Pada Galeri Teknologi Di Badung

2020 ◽  
Vol 2 (2) ◽  
pp. 17-45
Author(s):  
Ni Ketut Budiani ◽  
Ni Wayan Ari Sudiartini ◽  
A.A Elik Astari ◽  
I Dewa Nyoman Usadha
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Smart Phone ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Coefficient Of Determination ◽  
Consumer Purchase Intention ◽  
Positive Effect

This study aims to examine the effect of product quality and brand image of samsung mobile phone to purchase intention of consumer in Denpasar technology gallery. The tendency for product purchase intentions make the smart phone as a product aimed at the businessman who has a need for the Internet, there is no age limit or a job to be able to afford it. Public purchasing power is determined based on product quality and brand image of certain products that show the value of the purchased product.This study used 90 samples were taken using purposive sampling technique. The method of collecting data through questionnaire. Data analysis was performed with multiple linear regression analysis. The results showed by the F- test is product quality and brand image significant positive effect on purchase intention of consumer in technology gallery. The results showed by the coefficient of multiple correlation states is product quality and brand imagesimultaneous positive effect on purchase intention of consumer in technology gallery. Coefficient of determination was obtained equal to 58,2%. There is a partially significant influence between product quality and brand image in the technology gallery. The quality of products is the dominant variables that influence consumer purchase intention on technology gallery. Based on this suggested to the manufacturer Samsung to provide products that comply with the age of the user, such as parents need a keypad with large buttons. The producers through their business partners to create an image that is easily remembered by the public through media that has a wide network.

scholarly journals Citra Merek, Kualitas Produk, Harga dan Pengaruhnya terhadap Minat Beli Baju Karate Merek Arawaza di Kota Palembang

2020 ◽  
Vol 4 (2) ◽  
pp. 411
Author(s):  
Puput Sekar Sari ◽  
Ninin Non Ayu Salmah
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Primary Data ◽  
Coefficient Of Determination ◽  
Analysis Technique ◽  
Negative Effect ◽  
Training Activities ◽  
Data Collection Technique

The research objective was to determine the effect of brand image, product quality and price towards buying interest Arawaza brand karate clothes. This research is a quantitative and explanatory research. The population is athletes and trainers of karate athletes in Palembang City and wear karate baju from various brands in training activities and karate competitions both inside and outside the city of Palembang. The sampling technique is purposive sampling, namely athletes or athlete coaches who wear the Arawaza karate baju in training activities and karate competitions both inside and outside Palembang City. The number of samples was 58 respondents. The data used were primary data. The data collection technique is a questionnaire. The data analysis technique used is multiple linear regression with classical assumptions, the coefficient of determination and hypothesis testing. The result of this research is that simultaneously the brand image, product quality and price have a significant effect on buying interest, partially both brand image and product quality have a significant effect on buying interest and partially the price has no significant effect on the intention to buy Awaraza brand karate clothes. The regression equation concludes that brand image and product quality have a positive effect on purchase intention and price has a negative effect on purchase intention. The coefficient of determination shows that the variable brand image, product quality and price can explain the variable buying interest for Arawaza brand karate clothes by 90.1% while the remaining value of 9.9% is explained by other variables not involved in the research model.

scholarly journals Effect of Product Quality, Brand Image, and Brand Trust on Purchase Intention of SK-II Skincare Products Brand in Jakarta

2021 ◽  
Vol 5 (5) ◽  
pp. 530
Author(s):  
Nelly Then ◽  
Suwinto Johan
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Research Data ◽  
Brand Trust ◽  
Collection Method ◽  
Purposive Sampling ◽  
Valid Data ◽  
Independent Variable

The purpose of this research is to analyze the effect of product quality, brand image, brand trust on purchase intention of SK-II skincare products in Jakarta. The independent variable in this research is product quality, brand image, brand trust, and the dependent variable in this research is purchase intention. The sampling technique used in this research is nonprobability sampling by purposive sampling using a quantitative approach. The data collection method was distributed questionnaires to consumers/users of SK-II skincare products in Jakarta with a target of 135 respondents, but only 121 respondents collected, valid data only 100 respondents. The research data was analyzed using the SmartPLS application. Based on the results of the research, it showed that brand image and brand trust have a positive and significant effect on purchase intention, while product quality has no significant effect on purchase intention. To increase customer purchase intention, companies should pay attention to brand trust because brand trust is the vriable that most influences purchase intention. Tujuan dari penelitian ini adalah untuk menganalisa pengaruh kualitas produk, citra merek, kepercayaan merek terhadap niat membeli produk skincare merek SK-II di Jakarta. Variabel independent pada penelitian ini adalah kualitas produk, citra merek, kepercayaan merek, dan variabel dependen pada penelitian ini adalah niat membeli. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah nonprobability sampling dengan cara purposive sampling dengan menggunakan pendekatan kuantitatif. Metode pengumpulan data dengan menyebarkan kuesioner kepada konsumen / pengguna produk skincare merek SK-II di Jakarta dengan target 135 respomden, namun yang terkumpul hanya 121 responden, data yang valid hanya 100 responden. Data penelitian dianalisis dengan menggunakan aplikasi SmartPLS. Berdasarkan hasil penelitian yang dilakukan, menunjukkan bahwa citra merek dan kepercayaan merek berpengaruh positif dan signifikan terhadap niat membeli, sedangkan kualitas produk tidak berpengaruh signifikan terhadap niat membeli. Untuk meningkatkan niat beli pelanggan, perusahaan harus memberikan perhatian besar pada kepercayaan merek karena kepercayaan merek merupakan variabel yang paling berpengaruh terhadap niat membeli.

scholarly journals PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP PERCEPTION OF PRODUCT QUALITY SERTA DAMPAKNYA PADA PURCHASE INTENTION BAKPIA PATHOK DI YOGYAKARTA

2019 ◽  
Vol 7 (1) ◽  
pp. 1
Author(s):  
Isnanda Zainur Rohman
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Image Perception ◽  
Cross Sectional

Penelitian ini bertujuan untuk menguji pengaruh word of mouth dan brand image terhadap perception of product quality serta dampaknya pada purchase intention bakpia pathok di Yogyakarta. Implikasi dari penelitian ini diharapkan mampu memberikan tambahan bukti empiris untuk memperkuat konsep dan teori mengenai word of mouth, brand image, perception of product quality, dan purchase intention. Lebih jauh, penelitian ini diharapkan mampu memberikan manfaat kepada pelaku bisnis bakpia pathok sehingga dapat meningkatkan penjualannya.Penelitian ini menggunakan desain penelitian survei, dengan data bersifat cross-sectional. Responden pada penelitian ini adalah konsumen bakpia pathok di toko oleh-oleh di wilayah Daerah Istimewa Yogyakarta. Data dikumpulkan dengan self-administered survey. Pengolahan data dan pengujian hipotesis dilakukan dengan menggunakan uji regresi.Hasil riset menunjukkan pengaruh positif dan signifikan variabel word of mouth dan brand image terhadap variabel perception of product quality. Begitu juga dengan variabel perception of product quality berpengaruh positif dan signifikan terhadap purchase intention.

scholarly journals The Effect of Product Quality, Brand Image, and Halal Labeling on Purchase Decisions with Purchase Intentions as Intervening Variables

2021 ◽  
Vol 1 ◽  
pp. 359-374
Author(s):  
Ary Dewi Saputri ◽  
Agung Guritno
Keyword(s):  
Path Analysis ◽  
Product Quality ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Purchasing Decisions ◽  
Central Java

This research is motivated by the great potential in Boyolali Regency, Central Java, in the field of cow's milk production and its processed products. The purpose of this study was to determine the factors that influence purchasing decisions for Indrakila Cheese products in Boyolali, Central Java. The research method used is quantitative research with purposive random sampling technique. The data analysis used includes instrument test, multiple linear regression analysis, statistical test, classical assumption test and path analysis. The results of this study indicate that the variables of product quality, brand image, halal labeling, and purchase intention simultaneously have a positive and significant influence on purchasing decisions. Partially product quality and brand image have a significant positive effect on purchase intention, but halal labeling has no effect on purchase intention. The results of the path analysis test show that there is mediation between product quality, brand image, and purchase intention on purchasing decisions, but cannot mediate between halal labeling on purchasing decisions.

scholarly journals THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECT OF PRODUCT QUALITY, SERVICE AND PRICE ON PURCHASE INTEREST

2021 ◽  
Vol 2 (3) ◽  
pp. 499-512
Author(s):  
Tri Ajeng Melati ◽  
Didik J. Rachbini ◽  
Endi Rekarti
Keyword(s):  
Service Quality ◽  
Product Quality ◽  
Purchase Intention ◽  
Sampling Method ◽  
Brand Image ◽  
Partial Least Square ◽  
Quality Service ◽  
Relationship Of ◽  
The Relationship

The purpose of this study was to analyze the effect of product quality, service and price in influencing purchase intention, as well as to determine the role of brand image mediating the effect of product quality, service and price on purchase interest in the Daihatsu Xenia brand in South Tangerang. The population in this study are people in South Tangerang city who are involved in the process of searching for and purchasing lmpv vehicles. The sample used in this study were 190 respondents. The sampling method was done by using purposive sampling method. This study uses SEM data analysis techniques and data processing using Partial Least Square (PLS). The results of this study indicate that product quality is proven to have a positive and significant effect on brand image, service quality is proven to have a positive and significant effect on brand image, price is proven to have a positive and significant effect on brand image, product quality is not proven to have a positive and significant effect on brand image. Purchase interest, service quality is proven to have a positive but insignificant influence on purchase intention, price is proven to have a positive and significant effect on purchase intention, brand image is proven to have a significant effect on purchase interest. Then in this study it is also proven that brand image fully mediates the relationship of product quality to purchase intention, brand image does not mediate the relationship of service quality to purchase intention, brand image partially mediates the relationship between price and purchase intention.

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