Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian pada Smartphone Merek Iphone

Authors

  • Tasya Indria Putri Universitas Esa Unggul

DOI:

https://doi.org/10.59061/dinamikapublik.v1i4.445

Keywords:

Product Quality, Price, Brand Image, Purchasing Decisions

Abstract

This research discusses the magnitude of the influence of product quality, price, brand image on purchasing decisions on Iphone brand smartphones. The purpose of this study was to determine the relationship between price, product quality, and brand image on purchasing decisions for Iphone brand smartphones. This study uses quantitative research using a questionnaire as a research test method. The population in this study were Iphone brand smartphone users in the Jakarta, Bogor, Depok, Tangerang and Bekasi areas. The sample in this study amounted to 135 respondents. The analytical tool used in this study is multiple linear regression with validity testing using Product Moment correlation and reliability testing using Cronbach Alpha. The findings in this study indicate that all variables used in this study have a positive effect on purchasing decisions. Product quality has a positive effect on purchasing decisions, price has a positive effect on purchasing decisions and brand image has a positive effect on purchasing decisions. The results of this study are expected to provide an overview of the aspects that can influence purchasing decisions on Iphone brand smartphones so that they can be useful for consumers and further research.

References

Afifi, F. F., & Widodo, A. (2021). Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen pada Restoran Aroma Kitchen Kota Padang. Ekonomis: Journal of Economics and Business, 5(2), 481. https://doi.org/10.33087/ekonomis.v5i2.350

Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, R. (2021). Pengaruh Kualitas Produk , Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra ( Studi Kasus pada Mahasiswa IAIN Salatiga ). Muhammad Syariful Anam., 4 (1)(1), 120–136.

Ariella, R. I. (2018). “Pengaruh Kualitas Produk, Harga Produk Dan Desain Produk Terhadap Keputusan Pembelian Konsumen Mazelnid.” PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 3(2), 215–221.

Auliannisa Gifani, & Syahputra. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Smartphone Oppo Pada Mahasiswa Universitas Telkom. Bisnis Dan Iptek, 10(2), 84. www.gadget.bisnis.com

Cindy Magdalena Gunarsih. (2021). Pengaruh harga terhadap pembelian. Pengaruh Harga, 2(1), 1–4.

Febrianti, R. A. M., Arafah, A. G. M., Ismail, H. A., & Nurfitriani, N. (2021). UKM Goes to Online: Etnocentrism and Brand Image of Purchase Decisions with Customer Satisfaction as Intervening (Cimahi City Sibori Batik Case Study). Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 840–846. https://doi.org/10.17762/turcomat.v12i4.571

Fetrizen, & Aziz, N. (2019). Analisis Pengaruh Kualitas Produk, Harga, Promosi terhadap Keputusan Pembelian Air Minum dalam Kemasan (AMDK) Merek AICOS Produksi PT. Bumi Sarimas Indonesia. OSF Preprints, 1, 1–9.

Fure, F., Lapian, J., & Taroreh. Rita. (2015). brand image, kualitas produk, harga, keputusan pembelian konsumen . 3(1), 367–377.

Hair, J. (2017). Multivariate Data Analysis.pdf. In Australia?: Cengage: Vol. 8 edition (p. 758).

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), 1–8. https://doi.org/10.1088/1755-1315/469/1/012109

Igir, F. G., Tampi, J. R. E., & Taroreh, H. (2018). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Mobil Daihatsu Grand Max Pick Up. Jurnal Administrasi Bisnis, 6(2), 86–96.

Kurniawan, I., Wahab, Z., & Nailis, W. (2016). Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pizza Hut Di Kota Palembang. Jurnal Ilmiah Manajemen Bisnis Dan Terapan, 13(1), 27–40.

Lailatan Nugroho, B. I. (2017). Analisis Pengaruh Brand Image, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil (Studi Kasus Mobil LCGC di Surakarta). Eksis: Jurnal Riset Ekonomi Dan Bisnis, 12(1), 1–8. https://doi.org/10.26533/eksis.v12i1.75

Natanael, A., Santoso, T., & Siwalankerto, J. (2021). Pembelian Pada Bisnis Makanan Online Bosse Ayam Panggang Khas Solo. 9(1).

Nilda, C., Erfiza, N. M., & Yasqi, M. F. (2020). Consumers purchasing decisions on local and national retail bakery products based on price. IOP Conference Series: Earth and Environmental Science, 425(1), 1–10. https://doi.org/10.1088/1755-1315/425/1/012023

Noor, M. F., & Nurlinda, R. . (2021). Pengaruh Citra Merek, Kualitas Produk, Dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Iphone. Forum Ilmiah, 18(2), 150–161. ttps://digilib.esaunggul.ac.id/public/UEU-Journal-20795-11_1698.pdf

Perdana, A. C., Rachman, R., & Palinggi, M. D. M. (2021). An analysis of population using Multiple Linear Regression Analysis. IOP Conference Series: Materials Science and Engineering, 1088(1), 012091. https://doi.org/10.1088/1757-899x/1088/1/012091

Philip Kotler, 2015. (2021). Determinasi Nilai Pelanggan Dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk Dan Endorse. Jurnal Ilmu Manajemen Terapan, 2(5), 604–630. https://doi.org/10.31933/jimt.v2i5.568

Pradana, D., Hudayah, S., & Rahmawati, R. (2018). Pengaruh harga kualitas produk dan citra merek BRAND IMAGE terhadap keputusan pembelian motor. Kinerja, 14(1), 16. https://doi.org/10.29264/jkin.v14i1.2445

Prijaya, A., & Santoso, T. (2019). Pengaruh Brand Image, Kualitas Produk, dan Harga terhadap Keputusan Pembelian di Outlet Mini Melts Surabaya. Agora, 7(1), 1–5. http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/8172

Rehman, F. ur, & Al-Ghazali, B. M. (2022). Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands. SAGE Open, 12(1). https://doi.org/10.1177/21582440221088858

Saragih, MM., B. (2018). Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian. Jurnal Manajemen Bisnis Krisnadwipayana, 6(3), 26–33. https://doi.org/10.35137/jmbk.v6i3.220

Sari, R. M., & Prihartono. (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). Jimea, 4(1), 106–113. Http://Download.Garuda.Ristekdikti.Go.Id/Article., 4(1), 106–113.

Sudaryanto, Suroso, I., Pansiri, J., Umama, T. L., & Hanim, A. (2021). Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia. Innovative Marketing, 17(1), 130–142. https://doi.org/10.21511/im.17(1).2021.11

Tarmidi, D., Dosinaen, P. R. P., Siahaan, A., & Stepany, A. (2021). Machine Translated by Google Jurnal Pendidikan Komputer dan Matematika Turki Artikel Penelitian Pengaruh Inovasi Produk dan Harga Terhadap Keputusan Pembelian Pada Pengguna Shopee ( Studi Kasus Pengiriman Barang Elektronik Berlabel dari Luar Negeri ) Mach. 12(4), 747–753.

Tarmidi, D., Prince, Y., Siahaan, S. A., Azzadi, M. T., & Napitupulu, G. A. S. (2021). The Effect of Product Innovation and Price on Purchasing Decisions on Shopee Users in Bandung in 2021. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 747–753. https://doi.org/10.17762/turcomat.v12i4.559

Wicaksana, B., & Zuliestiana, D. (2019). Pengaruh Citra Merek Dan Harga Produk Terhadap Keputusan Pembelian Smartphone Iphone Di Indonesia. Ekonomi Paradigma, 20(02), 35–43.

Wijaya, G. L. S., & Sullistyawati, E. (2018). Peran Brand Image Memediasi Pengaruh Country Of Origin Terhadap Keputusan Pembelian Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia.

Downloads

Published

2023-10-02

How to Cite

Tasya Indria Putri. (2023). Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian pada Smartphone Merek Iphone. Dinamika Publik: Jurnal Manajemen Dan Administrasi Bisnis, 1(4), 358–374. https://doi.org/10.59061/dinamikapublik.v1i4.445

Similar Articles

<< < 1 2 3 4 5 > >> 

You may also start an advanced similarity search for this article.