Pengaruh Brand Image, Kualitas Produk, Harga dan Life Style Terhadap Keputusan Pembelian
Abstract
The purpose of this study was to determine the effect of brand image, product quality, price and lifestyle on purchasing decisions on custom fixie bicycles in Denpasar City. This research was conducted in the city of Denpasar on consumers who have bought a custom fixie bike. The samples of this study was 100 respondents with purposive sampling method of determining the sample. Data was collected by observation, interviews, documentation, literature, and questionnaires. The data analysis technique used is validity test, reliability test, classical assumption test, multiple linear regression analysis, determination test, t test and f test. The test results show that: (1) Brand image partially has no significant effect on purchasing decisions. (2) Product quality partially has a positive and significant effect on purchasing decisions. (3) Price partially has a positive and significant effect on purchasing decisions. (4) Life style partially has no significant effect on purchasing decisions. (5) Brand image, product quality, price and life style simultaneously have a positive and significant effect on purchasing decisions.
References
Alma, B. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Deisy, M., Lapian, J., & Mandagie, Y. (2018). Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai  Gerai Seluler Di It Center Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2288–2297.
Gitosudarmo, I. (2014). Manajemen Operasi. BPFE Yogyakarta.
Hanjaya, S. (2016). Pengaruh kualitas produk, pengetahuan produk dan keragaman menu terhadap keputusan pembelian produk capra latte. Jurnal Manajemen Dan Start-Up Bisnis, 1(2), 181–190.
Heri Diyan Kurniawan. (2018). Pengaruh Harga, Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Jasa Jne Jl. Glagahsari No. 62 Yogyakarta). Jurnal Ekobis Dewantara, 1(4), 73–82.
Hilmi R, R, H., & L, L. (2018). Pengaruh Lifestyle Terhadap Keputusan Pembelian Produk Clothing Line (Survei Pada Konsumen Clothing Line Famo Di Kota Bandung). 3(2), 91–102.
Kotler, P. and G. A. (2012). Manajemen Pemasaran. Edisi 13 Jilid I. Jakarta: Erlangga.
Kotler, P. and G. A. (2014). Manajemen Pemasaran. Edisi 13 Jilid I. Jakarta: Erlangga.
Kotler, P. and G. A. (2015). Marketing an Introducing Prentice Hall. Edisi ke 12. England : Pearson Education.
Kotler, P. and G. A. (2016). Prinsip-prinsip Pemasaran. Edisi 13 Jilid I. Jakarta: Erlangga.
Lailatan Nugroho, B. I. (2017). Analisis Pengaruh Brand Image, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil (Studi Kasus Mobil LCGC di Surakarta). Eksis: Jurnal Riset Ekonomi Dan Bisnis, 12(1), 1–8. https://doi.org/10.26533/eksis.v12i1.75
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. https://doi.org/10.31334/abiwara.v1i2.795
Mongisidi, S. J., Sepang, J., Djurwati Soepeno, Ekonomi, F., & Manajemen, J. (2019). Pengaruh Lifestyle Dan Harga Terhadap Keputusan Pembelian Sepatu Nike ( Studi Kasus Manado Town Square ) Effect of Lifestyle and Price on the Decision of Purchase of Nike Shoes ( Case Study of Manado Town Square ). Emba, 7(3), 2949–2958.
Muharam, Wifky & Euis Soliha, 2017. (2016). Keputusan Pembelian Konsumen Honda Mobilio. Kualitas Produk, Citra Merek, Persepsi Harga Dan Keputusan Pembelian Konsumen Honda Mobilio, 2014, 755–762.
Nazarudin, A., Telagawathi, N. L. W. S., & Susila, G. P. A. J. (2019). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Laptop Merek Asus Pada Mahasiswa Jurusan Manajemen. Bisma: Jurnal Manajemen, 5(1), 17–25.
Nugroho J. Setiadi. (2013). Perilaku Konsumen. Kencana Perdana Media Grup.
Sumarwan, U. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Ghalia Indonesia.
Suprihhadi, H. (2017). Pengaruh kualitas layanan dan Gaya Hidup Terhadap Keputusan Pembelian Cafe Jalan Korea. Jurnal Ekonomi Bisnis, 22(1), 14–25. ejurnal.gunadarma.ac.id
Wijaya, E., Hafni, L., & Chandra, S. (2021). Lifestyle, Product Innovation, Price, and Brand Image: Impact On Purchase Decision On Samsung Smartphone. Procuratio : Jurnal Ilmiah Manajemen, 9(3), 244–252.
