PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HONDA BRIO DI PASAMAN BARAT

Authors

  • Elondri Elondri Institut Teknologi dan Ilmu Sosial Khatulistiwa, Indonesia
  • Roza Gustika Institut Teknologi dan Ilmu Sosial Khatulistiwa, Indonesia
  • Yuli Hartati Institut Teknologi dan Ilmu Sosial Khatulistiwa, Indonesia
  • Kelvin Ikbal Institut Teknologi dan Ilmu Sosial Khatulistiwa, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i1.7226

Abstract

This study aims to determine and analyze: 1) The effect of price on purchasing decisions for Honda Brio in West Pasaman. 2) The influence of brand image on purchasing decisions for Honda Brio in West Pasaman. 3) The influence of price and brand image simultaneously on the purchase decision of Honda Brio in West Pasaman. The population of this research is the people of West Pasaman Regency who have a Honda Brio Car. For sampling used non-probability sampling technique. The number of samples in this study was 50 samples. The findings revealed that there is a price value of 0.998 and a significance value of 0,324 (> 0,05). In addition, there is a brand image value that has a regression coefficient of 5,758 and a significance value of 0,000 (< 0,05). Moreover, Price and Brand Image simultaneously have a positive and significant effect on the Purchase Decision of HONDA Brio Car Products in Pasaman Regency. With an F test value of 11,628 and a significance of 0,000 (< 0,05). The coefficient of determination for the independent variable seen from the number R Square is 0,618. Thus, the size of the influence of all independent factors investigated in this study was 61,8%. Meanwhile, the remaining 38,2% is influenced by factors that were not taken into account in this study.

References

Agus, A., Nazarudin, N. L. W., & Putu, G. (2019). Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Laptop Merek Asus Pada Mahasiswa Jurusan Manajemen. Jurnal Manajemen, 5(1), 17–25.

Amrullah, A. R., & Agustin, S. (2016). Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Honda Beat. Jurnal Ilmu Dan Riset Manajemen, 5(7), 1–15.

Ardiansyah, M. A. (2012). Pengaruh Kualitas Produk Terhadap Minat Pembelian Serta Dampaknya Terhadap Proses Keputusan Pembelian J&C Cookies. Jakarta: Universitas Bina Nusantara.

Arikunto, S. (2013). Prosedur penelitian suatu pendekatan praktik.

Assauri, S. (2014). Manajemen Pemasaran (Edisi 1-13). Jakarta: Rajawali Pers.

Buchari, A. (2011). Manajemen Pemasaran dan Pemasaran Jasa, Cetakan Kesembilan. Alfabeta.

Buchari, A. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.

Clow, K. E. (2013). Integrated advertising, promotion and marketing communications, 4/e. Pearson Education India.

Dharmmesta, B. S., & Handoko, T. H. (2014). Manajemen Pemasaran Analisis Perilaku Konsumen. Edisi Pertama. BPPFE.

Ferdinand, A. (2012). Metode Penelitian Manajemen. Universitas Diponegoro.

Ghozali, I. (2017). Model persamaan struktural konsep dan aplikasi dengan program AMOS 24. Semarang: Badan Penerbit Universitas Diponegoro.

Kotler, P., & Amstrong, G. (2014). Principles of Marketing (15th ed.). Pearson Education.

Setiadi, A. (2015). Pengaruh Harga, Desain Produk, dan Citra Merek (Brand Image) Terhadap Keputusan Pembelian Pada Produk Smartphone Lenovo (Studi Pada Pengguna Smartphone Lenovo di Fakultas Ekonomi dan Ilmu Sosial UIN Sultan Syarif Kasim Riau).

Downloads

Published

2023-01-29

How to Cite

Elondri, E., Gustika, R., Hartati, Y., & Ikbal, K. (2023). PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HONDA BRIO DI PASAMAN BARAT. JURNAL ILMIAH EDUNOMIKA, 7(1). https://doi.org/10.29040/jie.v7i1.7226

Issue

Vol. 7 No. 1 (2023): EDUNOMIKA : Vol. 07, No. 01, 2023

Section

Articles

Citation Check