Analisis Pengaruh Harga, Kualitas Pelayanan dan Brand Image Terhadap Keputusan Pembelian

(Studi Kasus Pada Konsumen Tailor Citra Busana, Di Denpasar)

  • Kadek Intan Afridayanti Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
  • Gusti Alit Suputra Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
  • Gede Agus Dian Maha Yoga Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
Keywords: price, service quality, brand image, on, purchasing decisions

Abstract

Purchasing decisions are an important aspect for a company. However, various problems that occur that cause purchasing decisions at the company have decreased. Efforts to improve purchasing decisions can be carried out by adjusting prices, service quality and corporate image. The purpose of this study was to determine the effect of price, service quality, and brand image on consumer purchasing decisions at Tailor Citra Clothing in Denpasar, either partially or simultaneously. This research was carried out at Tailor Citra Busana. The population used in this study are all consumers who have run transactions at Tailor Citra Busana in 2020 which reached 257 consumers, with a sample of 72 people. Data were collected by distributing questionnaires which were then analyzed by multiple linear regression. The results of this study provide an illustration that price has a positive and significant effect on purchasing decisions for Tailor Citra Clothing products. Service quality has a positive and significant effect on purchasing decisions for Tailor Citra Clothing products.

References

Ghozali, I. (2011). Apliakasi Analisis Multivariat Dengan Program SPSS. Badan Penerbit Universitas Diponogoro.

Imanudin, I. (2021). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Di Pt. Citra Makmur Sejahtera. Jurnal Indonesia Membangun, 20(2), 54–63.

Kotler, P., & Amstrong, G. (2017). Prinsip-prinsip Pemasaran. Edisi12. Jilid 1. Erlangga.

Merentek, Y. F., Lapian, J., & Soegoto, A. S. (2017). Pengaruh kualitas produk, suasana toko dan kualitas pelayanan terhadap keputusan pembelian pada kfc bahu mall manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(3).

Nasution, A. E., & Lesmana, M. T. (2018). Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen (Studi Kasus pada Alfamart di Kota Medan). In Prosiding Seminar Nasional Vokasi Indonesia, 1(1), 83–88.

Nasution, H. F. (2018). Pengaruh Kemudahan Dan Harga Terhadap Keputusan Pembelian Produk Pakaian Secara Online (Studi Kasus Mahasiswa Belanja Online Pada FEBI IAIN Padangsidimpuan). At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 4(1), 26–39.

Pasaribu, R. F. A., Sianipar, I. L., Siagian, Y. F., & Sartika, V. (2019). Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Produk Soyjoy PT. Amerta Indah Otsuka Kota Medan. Jurnal Manajemen, 5(1), 45–52.

Rohamah, S., Bahruddin, M., & Noviarita, H. (2021). Pengaruh Labelisasi Halal Dan Brand Image Terhadap Keputusan Pembelian Konsumen Muslim Pada Produk Kosmetik. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 4(3), 593–603.

Sterie, W. G., Massie, J., & Soepono, D. (2019). Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian Produk PT. Telesindo SHOP Sebagai Distributor Utama Telkomsel di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3).

Sugiyono. (2013). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D). Alfabeta.

Tjiptono, F., & Diana. (2020). Pemasaran. Andi Offset.

Published
2023-03-01
How to Cite
Afridayanti, K. I., Suputra, G. A., & Maha Yoga, G. A. D. (2023). Analisis Pengaruh Harga, Kualitas Pelayanan dan Brand Image Terhadap Keputusan Pembelian: (Studi Kasus Pada Konsumen Tailor Citra Busana, Di Denpasar). WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 3(3), 408-415. https://doi.org/10.32795/vol4wamrtno1th24