Analisis Harga, Kualitas Produk, Citra Merek Dan Keputusan Pembelian Produk Smartphone Xiaomi
Abstract
This study aims to determine the effect of price variables, product quality and brand image on purchasing decisions for Xiaomi smartphones and to find out the role of brand image as a mediating variable between price and product quality on purchasing decisions for Xiaomi smartphones. The study population was users or had used Xiaomi in the Pasuruan area with a total sample size of 97 with a purposive sampling method and analysis was carried out with the SmartPLS 3 application. All research indicators have a loading factor above 0.7 and all research indicators have AVE > 0.5. The reliability of the data was tested because it had a Cronbach Alpha value and a composite reliability> 0.7. The predicted relevance value is high with Q2> 0.00 so that the research is feasible. The results of the study concluded that the price had a positive but insignificant effect on purchasing decisions. Product quality and brand image have a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on brand image, prices have a positive but insignificant effect on brand image. For mediation analysis, it is concluded that brand image is a potential moderation between price and purchase decision. branding is a quasi-moderation for product quality to influence purchasing decisions. The NFI value is 0.807, which means that the model is fit because it is close to unity.
Keywords
Full Text:
PDF (Bahasa Indonesia)References
Abadi, F., & Herwin, H. (2019). Pengaruh Harga, Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Beras Organik Di Jakarta. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 1–8. https://doi.org/10.36226/jrmb.v4i1.235
Afnina, A., & Hastuti, Y. (2018). Pengaruh Kualitas Produk terhadap Kepuasan Pelanggan. Jurnal Samudra Ekonomi Dan Bisnis, 9(1), 21–30. https://doi.org/10.33059/jseb.v9i1.458
Anggraeni, D., Kumadji, S., & Sunarti, S. (2016). Pengaruh Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan ( Survei pada Pelanggan Nasi Rawon di Rumah Makan Sakinah Kota Pasuruan). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 37(1), 171–177.
Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009
Ekonomi, F., Manajemen, P., & Muhammadiyah, U. (n.d.). JURNAL brand image halimah. 1–19.
Fandy Tjiptono, P. . (2015). Strategi Pemasaran (Edisi ke-4). Andi Offset.
Ferrinadewi, E. (2008). Merek dan Psikologi Konsumen. Graha Ilmu.
Fristiana, D. A. (2000). Mengevaluasi Kualitas Layanan Jasa Dengan Menggunakan Model 4D. Jurnal Manajemen Dan Kewirausahaan, 2(2), 59–67. https://doi.org/10.9744/jmk.2.2.pp.59-67
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.
Kotler, P. & Keller, K. (2012). Marketing Management (13th ed.). Pearson Prentice Hall, Inc.
Kotler, Philip, dan G. A. (2012). Prinsip-prinsip Pemasaran (13th ed.). Erlangga.
Kotler, Philip dan Amstrong, G. (2014). Principles of Marketing (12th ed.). Erlangga.
Kotler, A. (2001). Prinsip-Prinsip Pemsaran (12th ed.). Erlangga.
Kusumawardhani, R. S. (2018). Analisis Pengaaruh Kualitas Produk dan Promosi Terhadap Citra Merek dan Keputusan Pembelian Produk Sepatu Bata di Kota Semarang. Diponegoro Journal Og Management, 7(2), 1–11.
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara: Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. http://ojs.stiami.ac.id/index.php/ABIWARA/article/view/795
Noerchoidah. (2013). Analisis Pengaruh Harga , Kualitas Produk Dan Iklan Terhadap Brand Image Dan Keputusan Pembelian Sepeda Motor Merek Kawasaki. Wiga, 3(1), 48–60.
Nuraini, A., Maftukhah, I., & Artikel, I. (2015). Management Analysis Journal. 4(2), 171–179.
Pekanbaru, D. I. K. (2017). No Title. 72–86.
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.
Rahman. (2010). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Revita Ela, M. L. D., Frimayasa, A., & Kurniawan, A. (2018). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Smartphone Merek Samsung. Managerial - Jurnal Penelitian Ilmu Manajemen, 1(1), 10–10. http://journal.stie-kusumanegara.ac.id/index.php/managerial/article/view/23.
Saraswati, A., & Rahyuda, I. (2017). Brand Image Memediasi Kualitas Produk Dan Harga Dengan Keputusan Pembelian Smartphone Apple Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 6(6), 255257.
Schiffman, Leon dan Kanuk, L. L. (2014). Perilaku Konsumen. Indeks.
Singgih Santoso. (2018). plikasi SEM Dengan AMOS 24. PT Elex Media Komputindo.
Tjiptono, F. (2012). Strategi pemasaran. Andi.
Vi, V. (2017). Penggunaan Smartphone Dalam Menunjang Aktivitas Perkuliahan Oleh Mahasiswa Fispol Unsrat Manado. VI(1), 1–15.
Wahid, M. A. (2016). Analisis pengaruh kualitas produk terhadap keputusan pembelian melalui citra merek dan nilai pelanggan. 1–19.
Widiyanto, I. (2008). Metodologi Penelitian. Badan Peerbit UNDIP.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. 52.
Zhang, Z., Peng, Q., & Gu, P. (2015). Improvement of user involvement in product design. Procedia CIRP, 36(January 2016), 267–272. https://doi.org/10.1016/j.procir.2015.01.019.
DOI: https://doi.org/10.21107/pamator.v14i1.10121
Refbacks
- There are currently no refbacks.
Copyright (c) 2021 Nur Aida
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
.png){kind=spacer}