The Influence Of Price, Product Quality And Brand Image On Purchasing Decisions Purchase Of Bimoli Cooking Oil In The City Of Bengkulu
DOI:
https://doi.org/10.53697/emba.v3i2.1507Keywords:
Price, Product Quality, Brand ImageAbstract
This study aims to determine the effects of price, product quality and brand image on purchasing decisions for Bimoli Cooking Oil in Bengkulu City. Based on the research results, the sample obtained in this research was 110 using the random sampling method. Based on the results of the multiple linear regression research, it showed that Y=63,893 + 0, 289 + -0, 345 + 0, 107 + 8, 158 which proves that price, product quality and brand image have a positive influence on purchasing decisions for Bimoli Cooking Oil in Bengkulu City. The results of the T test show that the price has T count> T table (1.659 > 2.556) and a significance value of 0.012 < 0.05, so the results of the Ha hypothesis are accepted and Ho is rejected, which means that price has a positive and significant effect on purchasing decisions for Bimoli Cooking Oil in Bengkulu city. Product Quality Test Results (X2) show tcount 3.739 > ttable 1.659 and significant 0.000 < 0.05. Therefore, the results of the Ha hypothesis are accepted and Ho is rejected, meaning that product quality has a positive effect on the purchasing decisions for Bimoli Cooking Oil in Bengkulu City, and the results of the Brand Image Test (X3) show tcount1.081>ttable 1.659 and significant 0.282>0.05, therefore the results of the Ha hypothes is rejected and Ho accepted, meaning that Brand Image has no significant influence the purchasing decisions for Bimoli Cooking Oil in Bengkulu City. Thus, the F test shows that the results of comparing the Fcount value with Ftable means that the Fcount value is greater than Ftable, namely 5.875 > 2.69, so it can be concluded that the hypothesis is accepted, meaning there is a simultaneous influence between Price (X1), Product Quality (X2) and Brand Image (X3) on purchasing decision variable (Y), this can be seen at the significance level of 0.001 < 0.05.
References
Abdurahman, maman dan sambas Ali muhidin (2017), Analisis korelasi , regresi , dan jalur dalam penelitian. Bandung : CV Pustaka setia
Alfian . B . 2012 . Pengaruh citra merek (Brand Image) Terhadap pengambilan mobil Toyota kijang Inova Pada PT. Hadji Kaila cabang polman makasar :skripsi universitas hasanudin
Alma, 2016, manajemen pemasaran dan pemasaran jasa. Bandung : Alfabeta
Augustiy, Ferdinand, (2016), metode penelitian manajemen :pedoman penelitian untuk skripsi, Tesis, disertasi ilmiah manajemen. semarang universitas diponogoro
Buchari, Alma. 2013, Manajemen pemasaran dan pemasaran jasa. Bandung :Alfabeta
Buchari. Alma (2018) Manajemen pemasaran dan pemasaraan jasa cetakan ke 9. Alfabeth, Bandung.
Dewi, S. (2023). Pengaruh Brand Image, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Minyak Goreng Bimoli (Studi Kasus Pengguna Minyak Goreng Bimoli Di Kabupaten Purbalingga) (Doctoral dissertation, UIN Prof. KH Saifuddin Zuhri).
Ghozali , imam dan Hengky latan 2015, Partial least squares konsep dan aplikasi dengan program smart PLS 3. 0. Universitas diponogoro semarang.
Hair, J. F., Black. W.C., Babin. B.J.,2016 Multivariate Data Analisis (7th Edition ed). New jersey: Pearson prentice Hall.
Hafiz Agung Rasuma, R. A. S. U. M. A. (2022). Pengaruh Harga, Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Komunitas Vape Hexohm Bengkulu (Doctoral Dissertation, Universitas Dehasen Bengkulu).
Huda, N. (2020). Pengaruh Brand Image terhadap keputusan pembelian motor scuter matic Yamaha di Makassar. Jurnal Asy-Syarikah: Jurnal Lembaga Keuangan, Ekonomi Dan Bisnis Islam.
Keller , kevin L. 2013, Strategi Brand Managemet : Building maersuring and maging Brand Equity, Fourth Edition Harleo, English : pearson Eduction Inc.
Keller. kevin lane 2013, strategic management, international edition. edisi 4 , USA, PearsonKotller , Philip And Gregorius Chandra 2016. Service equality and Statisfiction. Yogyakarta : Andi
Kotller dan Gary Amstrong, 2016. Dasar dasar pemasaran jilid 1. Edisi kesembilan Jakarta : Erlangga, P125
Kotller dan Keller. 2014. Manajemen pemasaran . jilid 1. Edisi ke 13 . jakarta :Erlangga
Kotller P. dan amstrong 2018, prinsip-prinsip Marketing Edisi ke 7. penerbit salemba empat. jakarta
Kotller, Philip and Keller 2012. Prinsip-prinsip pemasaran Jakarta:Erlangga
Kotller, Philip dan kevin lane Keller , Marketing manajemen 15 Th edition, pearson Eduction . Inc
Kotller, Philip dan kevin Lane Keller. 2016 Manajemen pemasaran Edisi 12 Jilid 1 dan 2 jakarta : PT. Indeks
Kotller, Philip, dan kevin Laane Keller 2016 Manajemen pemasaran. Edisi 12 jilid 1 dan 2 jakarta PT. Indeks.
Laila, I. K., & Kusumawati, R. (2023). Pengaruh Harga Dan Brand Image Terhadap Keputusan Pembelian Minyak Goreng Bimoli Dengan Dimediasi Kepuasan Konsumen. Jurnal Mirai Management
Machfoedz, M. 2013. Pengantar pemasaran Modern. akademi manajemen pemasaran YPKPN. Yogyakarta
Muhidin, Sambas Ali, Dan Maman Abdurahman, 2017, Analisis Korelasi, Regresi, Dan Jalur Dalam Penelitian Dilengkapi Dengan Aplikasi Program SPSS. Bandung: CV Pustaka Setia.
Siregar, Sofyan, 2016. Statiska Deskriptip Untuk Penelitian Dilengkapi Perhitungan Manual Dan aplikasi SPSS Versi 17. Jakarta: PT Raja Grafindo persada
Sugiyono , 2017, metode penelitian kuantitatif, dan p1&D Bandung : cv alfabeta
Sugiyono 2013. Metode Penlitian Manajemen (1 st ed). CV Alfabeta
Sugiyono. 2016 Metode Penelitian Kuantitatif Kualitatif Dan R&D . Bandung Alfabeta
Sujarweni, V, wiratna 2015. akuntansi biaya . yogyakarta.
Tjiptono, Fandy dan Georgius Chandra 2016. service, equality, and statisfaaction. yogyakarta:Andi
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Arzil Azizah Saputra, Oni Yulianti , Wagini

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.