KUALITAS PRODUK, CITRA MEREK DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN ONLINE (PENGGUNA SHOPEE DI SURAKARTA)

Authors

  • Muhammad Irvan Fakultas Ekonomi Manajemen UNIBA Surakarta, Indonesia
  • Burhanudin Ahmad Yani Fakultas Ekonomi Manajemen UNIBA Surakarta, Indonesia
  • Fithri Setya Marwati Fakultas Ekonomi Manajemen UNIBA Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v6i1.4538

Abstract

This research was conduted with the aim to analyze the influence of product quality, brand image and brand equity on online purchasing descisions (shopee users in Surakarta). This study uses quantitative deskritive sampling techniques using saltdental sampling methods. Data collection is done with observas, and kuisoner techniques. The population in this study is infinite. The sample in the study was 100 peoples. Data analysis uses classical assumptions and multiple linear regression analysis. The results showed that product quality, brand image and brand equity influence postively and significantly on online purchasing decisions (shopee users in Surakarta). Keywords: Purchasing Decisions, Product Quality, Brand Image and Brand Equity

References

Aeker, D. . (2014). Manajemen Ekuitas Merek (Spektrum (ed.)).

Amron, A. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and, Price on the Consumer’s Buying Decision of MPV Cars. European Scientific Journal, ESJ, 14(13), 228. https://doi.org/10.19044/esj.2018.v14n13p228

Damanik, H. M., Purba, M. L., & Samosir, H. E. S. (2021). Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Konsumen Melakukan Pembelian Produk Pakaian (Studi Kasus Pada Shopee). JURNAL ILMIAH KOHESI Vol. 5 No. 3 Juli 2021, 5(3), 106–111.

kevin lane, K. (2013). Strategi Branf Management( Building, Measuring and Managing Brand Equity (global 4 e). United states: Pearson.

Kolter, P., & Gary Amstrong,. (2015). Marketing an Introducing Prencite Hall (12th ed.). Pearson Education, Inc.

Kolter, P., & keller, K. L. (2016). Manajemen Pemasaran. Erlangga.

Nasution, S. L., Nasution, C. H. L., & Ramadhan, D. A. (2018). Pengaruh Kualitas Produk, Citra Merek, Kepercayaan, Kemudahan, Dan Harga Terhadap Keputusan Pembelian Pada E-Commerce Shopee. 7(1), 43–53.

Ramadhani, M. D., & Maskur, A. (2020). Website Shopee Terhadap Keputusan Pembelian Online ( Studi Pada Mahasiswa Universitas Stikubank Semarang ). 978–979.

Setiyawati, N., Lestari, B., Niaga, A., & Malang, P. N. (2021). Pengaruh Citra Merek Dan Ekuitas Merek Terhadap Keputusan Pembelian Pada E-Commerce Shopee ( Studi Pada Mahasiswa Program Studi D4 Manajemen Pemasaran Politeknik Negeri Malang Tahun Ajaran 2017 ). 17–20.

Soltani, iraj. (2016). Providing the Applicable Model of Performance Managemen,t with Competencies.

Suryani, N. I., & Batu, R. L. (2021). YUME : Journal of Management Pengaruh Kualitas Produk , Ekuitas Merek dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Iphone di Kota Bogor. 4(2), 254–271. https://doi.org/10.37531/yume.vxix.787

Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi Offset.

Yoeliastuti, Darlin, & Sugiyanto, E. (2021). Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian Melalui Aplikasi Penjualan Online Shopee. 10(2), 212–223. https://doi.org/10.34127/jrlab.v10i2.425

Downloads

Published

2022-02-27

How to Cite

Irvan, M., Yani, B. A., & Marwati, F. S. (2022). KUALITAS PRODUK, CITRA MEREK DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN ONLINE (PENGGUNA SHOPEE DI SURAKARTA). JURNAL ILMIAH EDUNOMIKA, 6(1), 444–454. https://doi.org/10.29040/jie.v6i1.4538

Issue

Vol. 6 No. 1 (2022): EDUNOMIKA : Vol. 06, No. 01, 2022

Section

Articles

Citation Check

Most read articles by the same author(s)

1 2 3 > >>