PENGARUH CITRA MEREK DAN KUALITAS PRODUK SERTA HARGA TERHADAP KEPUTUSAN KONSUMEN MEMBELI AMPLANG BENGALON DI KOTA SANGATTA

NUR MARIA ULFA

Abstract


Branch image is a set of assotiation (perception) appears on costumers mind toward the brand, ussualy organized to a meaning. Quality means the appropriateness with the specification, phisics, producer and qualification. Price is goods value stated with money. Generally, price is the amount of all values exchanged by consumer for owning of using the goos and service. Purchasing desigion is on evaluation level, consumers set the brands in selected group and form purchasing value.

The hypotehesis of the research is brand image product quality and price influence positively and significantly toward costumer decision making to buy Amplang Bengalon in Sangatta. The research is quantitative research, in which the data source shawed in number. In this research researcher destributes 75 questionnaires to costumers of Amplang Bengalon by using Acciental sampling, a method to examine sampling coaecudentaly, to whom the researcher meet coaccidently can be data used in for sampling, if he is appropriate to be data source and for 3 mounths researcher decides 75 respondents.

Model of analysis used in this research is multiple regression model. The linear of regression result is Y = 0,449 + 0,317X1 + 0,314X2 + 0,311X3 + e.

The result of anaylisis test t shows that there’s positive and significant influence among brand image, product quality and price toward the cunsumer decision to buy Amplang Bengalon

Keywords


Brand Image, Product Quality, Price Consumer Decision

Full Text:

PDF

References


Anastasia. R.T, Budi H & Brastoro. 2011. Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan dan Citra Merek Sebagai Variabel Intervening Pada Starbucks Coffe Mall Puri Indah. Jakarta : Program Studi Manajemen, Instutut Bisnis dan Iformatika Indonesia.

Kotler, Philip, dan Armstrong, 2004, Dasar-dasar Pemasaran, Edisi Kesembilan, PT. Indeks, Jakarta.

Kotler, Philip dan Keller. Kevin Lane. 2007. Manajemen Pemasan, Edisi 12 Jilid 1 dan 2. Terjemahan : Benyamin Molan. PT. Indeks. Jakarta 12 Jilid 1 dan 2, Erlangga. Jakarta

Kotler, Philip dan Amstronng, Geri. 2008. Prinsip-pronsip Pemasaran. Alih Bahasa : Bob Sabran, MM. Edisi 12 Jilid 1 dan 2, Erlangga, Jakatra.

Kotler, Phili dan Kevin Lane Keller, 2009, Manajemen Pemasaran, Edisi 13, Jilid 2 Terjemahan oleh Bob Sabran, Erlangga, Jakarta.

Zeitlhamal, Valerie A. 1998. Consumer Perceptions Of Price, Quality and Value : Q Means End Model and Synthesis of Evidence, Journal of Marketing, Vol 52, No. 3, PP.2-22


Refbacks

  • There are currently no refbacks.