scholarly journals Pengaruh Citra Merek Dan Kelompok Referensi Terhadap Keputusan Pembelian Smartphone Vivo

MANAJERIAL ◽  
2021 ◽  
Vol 8 (03) ◽  
pp. 247
Author(s):  
Fani Firmansyah ◽  
Adam Jarror
Keyword(s):  
Consumer Choice ◽  
Brand Image ◽  
Reference Group ◽  
Test Reliability ◽  
Test Results ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Know How ◽  
Positive Effect ◽  
Group Variable

Background - In Indonesia, there are various smartphone brands with attractive competition because vendors continue to compete to win consumers, but one of the vendors is ranked first in the market share in 2020, namely Vivo. therefore it is necessary to know how the brand image of vivo and whether a group can influence consumer choice. Purpose - The purpose of this study was to determine the influence of brand image and reference groups on purchasing decisions of Vivo smartphones on students of the Faculty of Economics, Uin Malang. Design/ Methodology/ Approach - This type of research is quantitative. The population of this study were students of the Faculty of Economics, UIN Malang. With a sample of 90 students. The analytical method used is multiple regression, while the instrument test uses a validity test, reliability test and classical assumption test with the help of SPSS 16.0 software for windows. Result and Discussion – Testing on the brand image variable (X1), the T-count value (2.385) is greater than T table (1.987) and the significance value (0.019) is less than alpha (0.05) which indicates there is a significant positive effect on purchasing decisions (Y). Testing on the Reference Group variable, the T-count (2.167) is more than the T-table (1.987) and the significance value (0.033 is less than alpha (0.05) which indicates there is a significant positive effect on purchasing decisions (Y). Based on the test results Simultaneously, the F-count value (9.114) is greater than the F-table (3.10) and the significance value (0.000) is smaller than alpha (0.05) which indicates the influence of the brand image variable (X1) and the reference group ( X2) simultaneously has a significant positive effect on purchasing decisions (Y). Conclusion – The results of the study showed that the variable brand image and reference group simultaneously had a significant positive effect on purchasing decisions. While the partial test results that brand image has a significant positive effect on purchasing decisions and the reference group variable has a significant positive effect on purchasing decisions.

scholarly journals ANALISIS PENGARUH PROMOSI YANG TERINTEGRASI DAN KEUNGGULAN POSITIONING TERHADAP KEPUTUSAN PEMBELIAN SABUN MANDI LUX DI KOTA AMBON

Jurnal Soso-Q ◽  
2020 ◽  
Vol 8 (1) ◽  
Author(s):  
Anggrainy Chaniago ◽  
Merry M. Pelupessy ◽  
Sarifuddin Sarifuddin ◽  
Yulianty S. Ginting
Keyword(s):  
Coefficient Of Determination ◽  
Test Results ◽  
Significant Positive Effect ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Independent Variables ◽  
Independent Variable ◽  
The City ◽  
Positive Effect

The bath soap market is constantly changing and competition is getting tougher with the emergence of bath soaps that have a clearer positioning, such as beauty soap, whitening soap, family soap to health soap. Increasing lifestyles of people in Indonesia and changing habits where bathing is no longer just using soap, but by adding fragrance and comfort when wearing it. The higher purchasing power of consumers for a product encourages companies to further improve the quality of their products. The purpose of this study is to analyze the effect of Integrated Promotion and Positioning Excellence on Purchasing Decisions in Lux Bath Soap. The population in this study are consumers in the city of Ambon who use Lux bath soap. The sample in this studywere 100 people who bought lux bath soap taken by purposive sampling. The data collection is done by using a questionnaire. The data analysis method used is SPSS version 16.The results of multiple regression analysis namely Y = 0.501 X1 + 0.218 X2 The most influential independent variable on the dependent variable is the integrated Promotion variable (0.501), followed by the Positioning Excellence variable (0.218). T test results show that all independent variables, namely (integrated promotion and positioning superiority) have a significant positive effect on the dependent variable (purchasing decisions) where all independent variables obtain a t value greater than t table with a sig level of less than 0.05. And the coefficient of determination (R Square) obtained by 0.309 this means that 30.9% of purchasing decisions can be explained by integrated promotion variables and positioning excellence, while the remaining 69.1% is influenced by other variables not examined in this study. Keywords: Integrated Promotion, Positioning Excellence, Purchasing Decisions

scholarly journals Pengaruh Citra Merek dan Promosi terhadap Keputusan Pembelian Smartphone Merek Oppo pada Gerai Handphone Shop di Gianyar

Widya Amrita ◽  
2021 ◽  
Vol 1 (1) ◽  
pp. 349-361
Author(s):  
Ni Nyoman Galuh Gita Darma ◽  
Putu Sri Hartati
Keyword(s):  
Data Analysis ◽  
Linear Regression ◽  
Multiple Linear Regression ◽  
Brand Image ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Data Analysis Technique ◽  
Analysis Technique ◽  
Positive Effect

The smartphone is a technology that develops rapidly from year to year. Several factors that can influence consumer purchasing decisions are brand image and promotion. The purpose of this study was to determine how the influence of brand image and promotion on purchasing decisions. The sample used in this study were 95 consumers of the Oppo brand smartphone at the Mobile Shop Outlet in Gianyar. The data analysis technique used in this study is Multiple Linear Regression. Based on the results of the study, it can be seen that: (1) brand image has a significant positive effect on purchasing decisions, (2) promotion has a significant positive effect on purchasing decisions, and (3) simultaneously brand image and promotion has a significant effect on purchasing decisions.

scholarly journals Iklan, Citra Merek, Kualitas Pelayanan Terhadap Kepuasan Konsumen dan Keputusan Pembelian

2020 ◽  
Vol 17 (1) ◽  
pp. 133
Author(s):  
Putu Galih Jananuraga ◽  
Ni Putu Nina Eka Lestari
Keyword(s):  
Service Quality ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Sem Analysis ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Analysis Techniques ◽  
Regression Weight ◽  
Image Variables ◽  
Positive Effect

ABSTRACTThe purpose of this study was to analyze advertising, brand image, service quality on customer satisfaction and purchasing decisions. Data collection techniques using questionnaires with a sample of 100 respondents. This study uses SEM analysis techniques. The results of this study show, (1) the Ad variable to Consumer Satisfaction is a significant positive effect which has a standardized estimate (regression weight) of 0.298, (2) the Brand Image variable towards Consumer Satisfaction is a significant positive effect that has a standardized estimate (regression weight ) amounting to 0.352, (3) Service Quality variables towards Consumer Satisfaction are significant positive influences which have standardized estimate (regression weight) of 0.224, (4) Advertising variables for Purchasing Decisions are not significant positive influences that have standardized estimate (regression weight) amounting to 0.093, (5) Brand Image variables on Purchasing Decisions is a significant positive effect that has a standardized estimate (regression weight) of 0.434, (6) Service Quality variables on Purchasing Decisions is a non-significant positive effect that has standardized esti mate (regression weight) of 0.112, (7) the Consumer Satisfaction variable on Purchasing Decisions is a significant positive effect which has a standardized estimate (regression weight) of 0.352.

scholarly journals PENGARUH BRAND IMAGE, REFERENCE GROUP, DAN RELIGIOSITY TERHADAP PURCHASE INTENTION (MAHASISWA) DALAM MENGGUNAKAN JASA PERBANKAN SYARIAH DI WILAYAH JAKARTA SELATAN

2019 ◽  
Vol 4 (2) ◽  
pp. 167
Author(s):  
ANNA SARDIANA ◽  
PRILIADHITA AYU PERMATA SARI
Keyword(s):  
Regression Analysis ◽  
Data Analysis ◽  
Data Collection ◽  
Multiple Regression Analysis ◽  
Purchase Intention ◽  
Brand Image ◽  
Reference Group ◽  
Significant Positive Effect ◽  
Online Questionnaire ◽  
Positive Effect

The desire of a consumer to buy a product or service is influenced by the attitude they have, because this will be felt by consumers when determining the purchase intention of the product or service and deciding whether to use it again or not. Thus, this study aims to examine the effect of brand image, reference group, and religiosity on college purchase intention (students) in South Jakarta. Data collection techniques used an online questionnaire with a sample of 103 respondents in the South Jakarta area and had never used the services of a Sharia Bank. Data analysis using multiple regression analysis with SPSS 23 program. The conclusion of this study is that brand image has a significant positive effect on purchase intention, the reference group has a positive but not significant effect on purchase intention, and religiosity has a significant positive effect on purchase intention.

scholarly journals The Effect of Halal Products and Brand Image on Purchasing Decisions with Purchase Interest as Mediating Variables

2022 ◽  
Vol 6 (6) ◽  
pp. 271-277
Author(s):  
Wahyu Septianti ◽  
Ira Setyawati ◽  
Dudi Permana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Analysis Software ◽  
Mediating Variables ◽  
Positive Effect

This study aims to know and clarify the influence of halal products and brand image on purchasing decisions with purchase intentions as mediating variables. Respondent – 98 employees (purposive sampling). Data collection is conducted through interviews and questionnaires. The data in the analysis uses path analysis (software SmartPls 3.0). The results of the study showed that: (1) Halal Products have a significant positive effect on Purchase Intentions. (2) Brand Image has a significant positive effect on Purchase Intention. (3) Purchase Intention as a mediator in this study has a significant effect on the Purchase Decision. (4) Halal products have a significant positive effect on Purchasing Decisions. (5) Brand Image has a significant positive effect on Purchasing Decisions. (6) Purchase Intention mediates Halal Products to Purchase Decisions and (7) Purchase Intention do not mediate Brand Image against Purchasing Decisions.

scholarly journals Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Dengan Trustworthiness Sebagai Variabel Intervening

2021 ◽  
Vol 9 (3) ◽  
pp. 41-50
Author(s):  
Galih Kristian
Keyword(s):  
Data Analysis ◽  
Brand Image ◽  
Sampling Technique ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Collection Method ◽  
Analysis Technique ◽  
Brand Ambassadors ◽  
The Relationship ◽  
Positive Effect

This study aims to determine the effect of brand ambassador and brand image on purchasing decisions with trustworthiness as an intervening variable in the Yogyakarta Starcross distribution. the type of research used in this research is descriptive quantitative. The population used is the customer of the Starcross Yogyakarta distribution as many as 100 people. The sample used in this study is 100 customers using the sampling technique used is non-probability sampling using a data collection method using a questionnaire. The data analysis technique in this study used multiple linear regression. Based on the results of this study, brand ambassadors have a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, brand ambassadors have a significant positive effect on trustworthiness, brand image has a significant positive effect on trustworthiness, trustworthiness has a significant positive effect on purchasing decisions. In this case, trustworthiness as an intervening variable is able to mediate the relationship between brand ambassadors on purchasing decisions, and brand image on purchasing decisions.

scholarly journals Analisis Keputusan Pembelian Mie Samyang Halal Di Jakarta

2021 ◽  
Vol 6 (02) ◽  
pp. 99-110
Author(s):  
Novida Maharani ◽  
Tati Handayani ◽  
Prima Dwi Priyatno
Keyword(s):  
Data Analysis ◽  
Test Reliability ◽  
Time Constraints ◽  
Coefficient Of Determination ◽  
Reliability Test ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Analysis Techniques ◽  
The People ◽  
Positive Effect

This study aims to analyze and prove the effect of halal labels and promotions on purchasing decisions for samyang noodles in Jakarta. The population used in this study is the people of Jakarta. The sampling used was using the Lemeshow formula by determining the unknown population size of 100 respondents. Data analysis techniques to determine the magnitude of the effect of halal labels and promotions on purchasing decisions for samyang noodles are Validity Test, Reliability Test, Classical Assumption Test, and Multiple Linear Regression, t-test, f-test, and Coefficient of Determination Test with the help of SPSS 20. The results of this study shows that the halal label has a significant positive effect on purchasing decisions for samyang noodles, and promotions has a significant positive effect on purchasing decisions for samyang noodles. Halal label and promotion together have a significant influence on purchasing decisions for samyang noodles. Research that has been carried out and carried out still has many shortcomings and limitations in its manufacture so that the limitations that limit this research are the "lockdown" conditions imposed during the Covid-19 pandemic which caused various obstacles in data collection, respondents were only taken by region, and time constraints.

scholarly journals THE EFFECT OF BRANDING, PRODUCT QUALITY, AND REFERENCE GROUP ON PURCHASING DECISIONS THROUGH PROMOTION AS INTERVENTION VARIABLES (CASE STUDY OF SAMSUNG CUSTOMER AT METEOR CELL STORE MALANG)

2020 ◽  
Vol 4 (2) ◽  
pp. 170
Author(s):  
Sudirman Sudirman
Keyword(s):  
Product Quality ◽  
Brand Image ◽  
Reference Group ◽  
Hypothesis Test ◽  
Educational Background ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Other Information ◽  
Positive Direct ◽  
Group Variable

AbstractBranding, product quality, reference group, and promotion is one that influences purchasing decisions. Buyers who have a high brand image will lead to purchasing decisions.This research was conducted at the  Meteor Cell Store Malang. The purpose of this study was to examine and analyze the effect of branding on promotion, product quality on promotion, reference group on promotion, branding on purchasing decisions, product quality on purchasing decisions, reference groups on purchasing and promotion decisions on purchasing decisions.The variables used in this study are branding, product quality, and reference group as endogenous variables. Exogenous variables are purchasing decisions and the intervening variable is a purchasing decision. The samples used in this study were Meteor Cell Store Malang's customers who bought Samsung Brand Smartphones, as many as 95 respondents. The data collection method used is a questionnaire. The analysis used includes the instrument test, classic assumption test, normality test and hypothesis test using path analysis with the help of SPSS 21.0 For Windows.The results of this study indicate that branding and product quality have a significant and positive direct effect on promotion, while the benchmark group variable does not directly influence promotion. The brand image variable and product quality have a significant and positive effect on purchasing decisions, while the reference group variable has no effect on purchasing decisions. This shows that the reference group is no longer needed by consumers of the Meteor Cell Store Malang, they prefer to find information about Samsung smartphones via the internet and other information when viewed from the respondents' educational background for they are on average are graduate students. Keywords: Branding, Product Quality, Reference Group, and Purchasing Decision. 

scholarly journals The Intervening of Purchase Decision Between Marketing Mix, Consumer Behaviour and Brand Image on Costumer Statisfaction

2021 ◽  
Vol 8 (2) ◽  
pp. 382-396
Author(s):  
Ramli S ◽  
Abdul Rahman Mus ◽  
Hasanuddin Damis ◽  
Amir Mahmud
Keyword(s):  
Consumer Behavior ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Brand Image ◽  
Marketing Mix ◽  
Equation Model ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Data Collection Instrument ◽  
Positive Effect

The purpose of this study is to analyze the influence of the marketing mix, consumer behavior and brand image on consumer satisfaction through purchasing decisions of bottled water products in west Sulawesi province. A sample of 164 respondents where the sample withdrawal technique used accediantial sampling, a data collection instrument using questionnaires. Data analysis method uses structural equation model (SEM) with confirmatory factor analysis (CFA) AMOS 21.0 program.  The results of the study prove that: 1) The marketing mix has a significant positive effect on purchasing decisions. 2) Consumer behavior has a significant positive effect on purchasing decisions. 3) The brand image has no significant positive effect on purchasing decisions. 4) The marketing mix has no significant positive effect on consumer satisfaction. 5) Consumer behavior has a significant positive effect on consumer satisfaction. 6) Brand image has a significant positive effect on consumer satisfaction. 7) Purchasing decisions have a significant positive effect on consumer satisfaction. 8) The marketing mix affects consumer satisfaction through purchasing decisions. 9) Consumer behavior affects consumer satisfaction through purchasing decisions.10) Brand image has no effect on consumer satisfaction through purchasing decisions.

scholarly journals ANALYSIS OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION THROUGH PURCHASE DECISIONS AS INTERVENING VARIABLE (CASE STUDY E-COMMERCE SHOPEE AT VILLA GALAXY HOUSING RT 002)

2020 ◽  
Vol 1 (6) ◽  
pp. 802-815
Author(s):  
Deviana Vierdwiyani ◽  
Afriapollo Syafarudin
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Analysis Tool ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Improve Service Quality ◽  
Positive Effect

This study aims to determine the effect of service quality and brand image on purchasing decisions and customer satisfaction in Shopee. This study also examines the indirect effect of service quality and brand image on customer satisfaction with purchasing decisions as a mediating or intervening variable. The study was conducted at RT 002 Villa Galaxy. The sample in this study was Shopee customers with a purposive sampling method. The number of respondents who participated in this study were 100 respondents. Data collection was carried out through a questionnaire with a Likert scale of 1-5. The method and analysis tool is Partial Least Square (PLS) with Smart PLS Software 3. The results of the study show that service quality has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, service quality has a significant positive effect on customer satisfaction, brand image significant positive effect on customer satisfaction, purchasing decisions significantly positive effect on customer satisfaction, and purchasing decisions mediate the effect of service quality and brand image on customer satisfaction. Shopee can improve service quality and brand image so that purchasing decisions and customer satisfaction can be improved, through improved features and application services.

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