Increased Purchase Decision of Le Minerale through Perceived Quality and Brand Image
DOI:
https://doi.org/10.33096/jmb.v8i2.120Keywords:
Perception of Quality, Brand Image, Purchase DecisionAbstract
This research determines the perceived quality effect on Le Minerale purchasing decisions through brand image in Bogor Regency. The method is quantitative with causal and descriptive types. The population is people of Bogor Regency who purchased Le Minerale and needed 100 respondents. The descriptive analysis and Structural Equation Model with SmartPLS are the research techniques. The results, perception of quality as a whole is included in good category (78.18%), brand image as a whole is included in good category, 86.80%, and overall purchasing decisions are included in good category, 78.96%. It means perceived quality has a positive effect on brand image, brand image has a positive effect on purchasing decisions and perceived quality affects purchasing decisions.
Downloads
References
Agustin, S. (2020). Pengaruh Persepsi Kualitas Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada PT. Yamaha Alfa Scorpii Flamboyan (Thesis). Retrieved from http://repository.uin-suska.ac.id/.
Aulia, D., & Briliana, V. (2017). Brand Equity dimension and consumer behavior in social media. South East Asia Journal of Contemporary Business, Economics and Law, 13(2),15-24.
Arizona, N. (2021). Pengaruh Kesadaran Merek Dan Persepsi Kualitas Terhadap Keputusan Pembelian Yang Dimediasi Oleh Citra Merek Produk Hand Sanitizer Antis (Thesis). Retrieved from http://repository.stei.ac.id/.
Anggraini, N. E., Rachma, N & Rizal. (2020). Pengaruh Persepsi Kualitas Dan Citra Merek Terhadap Keputusan Pembelian ((Studi Pada Mahasiswa Fakultas Ekonomi dan bisnis Univ Malang Angkatan 2016-2019 pengguna smartphone Samsung). e – Jurnal Riset Manajemen Prodi Manajemen Fakultas Ekonomi dan Bisnis Unisma, 09(15),126-138
Iswandi, M., & Ester, S. (2020). Pengaruh Kepercayaan Merek, kesadaran merek dan persepsi kualitas terhadap keputusan pembelian pelanggan di supermarket gelael MT Haryono. Jurnal GICI, 20(1), 16-25.
Kurniawan, H. H. (2017). Pengaruh Perceived Quality Terhadap Brand Loyalty Melalui Mediasi Brand Image Dan Brand Trust (Studi pada Brand Restoran McDonald’s di Kota Malang). Jurnal Bisnis dan Manajemen, 4(2), 228 - 239.
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. New Jersey: Pearson Prentice Hall.
Murdifin, I., Nasir, M., & Syahnur, M. H. Determination of Internet Banking Customer Satisfaction (Study at BUMN Banks in Indonesia). Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), 127-140.
Panuju, R. (2019). Komunikasi Pemasaran Pemasara Sebagai Gejala Komunikasi Komunikasi Sebagai Strategi Pemasaran. Jakarta: Kencana.
Ramli, Y. (2020). Pengaruh Keputusan Pembelian Terhadap Kinerja Bisnis Industri Pupuk Organik. Jrmb.
Saleh, D. Y., & Said, D. (2019). Konsep dan Strategi Pemasaran. Jakarta: Sah Media.
Syahnur, H., & Basalamah, J. (2019). Analysis of the Importance Degree and Performance of Internet Service Providers in Makassar City. Digital Zone: Jurnal Teknologi Informasi Dan Komunikasi, 10(2), 168-177.
Syahnur, M. H., Soeharijanto, M., & Tazlie, L. (2018). Analisis Customer Experience Dengan Importance Performance Analysis (IPA)–Suatu Studi Pada Pelanggan Telkom Indihome Regional III Bandung. Jurnal Manajemen Bisnis, 5(2), 1-12.
Topbrandaward.com. (2020, dec 31). top brand index 2020. Diambil kembali dari top brand award: https://www.topbrand-award.com/top-brand-index/?tbi_year=2020.
Sugiyono. (2017). Metode Penelitian Kualitatif. Bandung: Alfabeta.
Yoesmanam, I. C. (2015). Pengaruh Pengetahuan Produk Dan Persepsi Kualitas Produk Terhadap Keputusan Pembelian Pada Kosmetik Organik. Jurnal Manajemen Fe Unesa.
Voi.id. (2020, Maret 22). Hari Air Sedunia: Kebutuhan Air Meningkat, Ketersediaannya Menurun. Diambil kembali dari Memori: https://voi.id/memori/3919/hari-air-sedunia-kebutuhan-air-meningkat-ketersediaannya-menurun.
Wijayanty, M. (2016). Pengaruh Brand Image Terhadap Proses Keputusan Pembelian Apple Iphone Pada Mahasiswa Administrasi Bisnis Politeknik Negeri Jakarta. Journal
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Jurnal Manajemen Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
