Analisis Peran Persepsi Harga Dan Brand Image Terhadap Purchase Decision Produk Sepatu Dengan Merek Vans
Abstract
The purpose of this study is to determine the effect of brand image and price perception partially or simultaneously on purchasing decisions. The type of research used is quantitative associative research. The subjects of this study were consumers of Vans shoes with a sample of 115 respondents. The data collection method uses a questionnaire. Analysis of the data used is descriptive analysis, the classic assumption test and multiple linear regression analysis. Hypothesis testing using the T test, F test, and R2Test. In this study it can be seen that partially, the brand image variable (X1) and price perception (X2) each have a significant effect on purchasing decisions (Y). Simultaneously, brand image (X1) and price perception (X2) significantly influence purchasing decisions (Y). The coefficient value of R2 by looking at the value of R Square 0.731 or 73.1%.
Keywords: Brand Image, Price Perception, Purchase Decision
References
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Arikunto, S. (2010). Prosedur Penelitian Sebuah Pendekatan Praktek. Jakarta: Rineka Cipta.
Assauri, S. (2004). Manajemen Pemasaran: dasar, konsep dan strategi. PT. Grafindo Persada. Jakarta.
Bastian, D. A. (2014). Analisa Pengaruh Citra merek (Brand Image) dan Kepercayaan Merek (Brand trust) Terhadap Loyalitas Merek (Brand Royalty) ADES PT. Ades Alfindo Putra setia. Jurnal Manajemen Pemasaran.
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Burmann, C., Schaefer, K., & Maloney, P. (2008). Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 15(3), 157-176.
Cespedes, Frank V., (1995). Concurrent Marketing: Integrated Product, Sales, and Service, Boston: Harvard Business Scholl Press.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Cockrill, A., & Goode, M. M. (2010). Perceived price fairness and price decay in the DVD market. Journal of Product & Brand Management.
Dilip, Roy. Banerjee, Saikat (2007). CARE-ing strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17 (1/2), 140-148.
Engel, F. James. Roger D. Blackwell, Paul W. Miniard. (2004). Perilaku Konsumen. Jakarta : Binarupa Aksara.
Gourville, J. T., & Moon, Y. (2004). Managing price expectations through product overlap. Journal of Retailing, 80(1), 23-35.
Hair et al. (2010). Multivariate Data Analysis, Seventh Edition. Pearson Prentice
Hall
Hsieh A. & C. Li (2008). The moderating effect of brand image on public relations perception and customer loyalty, Marketing Intelligence & Planning, 26 (1), 26-42.
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Imam, Ghozali. (2002). Aplikasi Analisis Multivariat dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro
Juliansyah, N. (2011). Metodologi Penelitian: Skripsi, Tesis, Disertasi dan Karya Ilmiah. Jakarta: Kencana Prenada Media Group.
Kartajaya, H. (2004). Positioning, diferensiasi dan brand. Gramedia Pustaka Utama.
Kotler, P., Amstrong, G. (2002). Prinsip-prinsip Pemasaran, edisi bahasa Indonesia. Edisi kedelapan, jilid kesatu. Jakarta: penerbit salemba empat (PT. Salemba Emban Patria).
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Li, X. G., Wang, X., Cai, Y. J. (2011). Corporate, Product, and User-Image Dimensions and Purchase Intentions. Journal of computers, 6(9), 1875-1879.
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Octaviona, N. (2016). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Gadget Di Toko Suryaphone Samarinda. journal Psikologi, 4, 397-407.
Ong, I. A. (2013). Analisa pengaruh strategi diferensiasi, citra merek, kualitas produk dan harga terhadap keputusan pembelian pelanggan di Cincao Station Grand City, Surabaya. Jurnal Strategi Pemasaran, 1(2), 1-11.
Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of marketing research, 31(2), 271-288.
Peter, J. P., & Olson, J. C. (2010). Consumer behavior: Perilaku konsumen dan strategi pemasaran. Jakarta: Erlangga.
Pradana, D. A., & Handrito, R. P. (2013). Pengaruh Iklan, Persepsi Harga, Citra Merek dan Kepercayaan Merek Terhadap Keputusan Pembelian Smartphone Android Sony Xperia studi pada mahasiswa konsumen pengguna ponsel android merek sony xperia di Kota Malang. Jurnal Ilmiah Mahasiswa FEB, 2(2).
Rangkuti, Freddy. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Jakarta : PT. Gramedia Pustaka Utama.
Ruslim, A. C., & Tumewu, F. J. (2015). The Influence of Advertisement, Perceived Price, and Brand Image on Consumer Buying decision to Asus Mobile Phone. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(3).
Samosir, C. B. H., & Prayoga, A. B. (2015). Jurnal Pengaruh Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Produk Enervon-c. Jurnal Ilmiah Manajemen dan Bisnis Mercu Buana, 1(3), 96826.
Santoso, S. (2012). Aplikasi SPSS pada Statistik Multivariat. Jakarta: Elex Media Komputindo.
Schiffman, L. G., Kanuk, L. L. (2007). Perilaku konsumen edisi kedua. Jakarta: PT. Indeks.
Shimp, T. A. (2003). Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Edisi Bahasa Indonesia, jilid 1, edisi 5.
Simamora, Bilson. 2002. Panduan Riset Perilaku Konsumen. Jakarta: Gramedia Pustaka Utama.
Solomon, M. R. (2007). Consumer behaviour. Buying, having, and being 7th edition.
Stanton, J. William, (1998). Prinsip-prinsip Pemasaran, 8th edition, Erlangga, Jakarta
Sugiyono. (2018). Metodologi Penelitian Kuantitatif Kualitatif dan R&D. Alpabeta, Bandung.
Sumarwan, U. (2011). Perilaku konsumen: Teori dan penerapannya dalam pemasaran. Bogor: Ghalia Indonesia.
Swastha, B. Dharmesta dan Irawan. (2008). Manajemen Pemasaran Modern.
Tjiptono, F., & Chandra, G. (2006). Manajemen pelayanan jasa. Penerbit Andi, Yogyakarta.
Tjiptono, F. (2008). Strategi Pemasaran Edisi 3. Yogyakarta: Andi.
Tjiptono, F. (2014). Pemasaran Jasa–prinsip, penerapan, dan penelitian. Yogyakarta: Andi Offset.
Van Osselaer, S. M., & Janiszewski, C. (2001). Two ways of learning brand associations. Journal of Consumer Research, 28(2), 202-223.
Yoestini dan Eva. S (2007). Analisis Pengaruh Kualitas Layanan dan Citra Merek Terhadap Minat Beli dan dampaknya Pada Keputusan Pembelian. Jurnal Sains Pemasaran Indonesia. No.3. Vol. VI. Hal. 261-276.
Yuli Harwani, S. (2017). Effect of Brand Image and Perceived Price Towards Purchase Decision in Kentucky Fried Chicken (KFC). Journal of Marketing and Consumer Research, 36.
Informasi umum perusahaan diakses pada tanggal 1 Februari 2020 https://www.vans.com/history.html#1966
Profil Instagram Vans Indonesia diakses pada tanggal 1 Februari 2020 https://www.instagram.com/vans.indo/?hl=id
Arikunto, S. (2010). Prosedur Penelitian Sebuah Pendekatan Praktek. Jakarta: Rineka Cipta.
Assauri, S. (2004). Manajemen Pemasaran: dasar, konsep dan strategi. PT. Grafindo Persada. Jakarta.
Bastian, D. A. (2014). Analisa Pengaruh Citra merek (Brand Image) dan Kepercayaan Merek (Brand trust) Terhadap Loyalitas Merek (Brand Royalty) ADES PT. Ades Alfindo Putra setia. Jurnal Manajemen Pemasaran.
Bearden, W. O., Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer research, 9(2), 183-194.
Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), 6-12.
Burmann, C., Schaefer, K., & Maloney, P. (2008). Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 15(3), 157-176.
Cespedes, Frank V., (1995). Concurrent Marketing: Integrated Product, Sales, and Service, Boston: Harvard Business Scholl Press.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Cockrill, A., & Goode, M. M. (2010). Perceived price fairness and price decay in the DVD market. Journal of Product & Brand Management.
Dilip, Roy. Banerjee, Saikat (2007). CARE-ing strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17 (1/2), 140-148.
Engel, F. James. Roger D. Blackwell, Paul W. Miniard. (2004). Perilaku Konsumen. Jakarta : Binarupa Aksara.
Gourville, J. T., & Moon, Y. (2004). Managing price expectations through product overlap. Journal of Retailing, 80(1), 23-35.
Hair et al. (2010). Multivariate Data Analysis, Seventh Edition. Pearson Prentice
Hall
Hsieh A. & C. Li (2008). The moderating effect of brand image on public relations perception and customer loyalty, Marketing Intelligence & Planning, 26 (1), 26-42.
Howard, J. A. (1989). Consumer behavior in marketing strategy. Prentice Hall.
Imam, Ghozali. (2002). Aplikasi Analisis Multivariat dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro
Juliansyah, N. (2011). Metodologi Penelitian: Skripsi, Tesis, Disertasi dan Karya Ilmiah. Jakarta: Kencana Prenada Media Group.
Kartajaya, H. (2004). Positioning, diferensiasi dan brand. Gramedia Pustaka Utama.
Kotler, P., Amstrong, G. (2002). Prinsip-prinsip Pemasaran, edisi bahasa Indonesia. Edisi kedelapan, jilid kesatu. Jakarta: penerbit salemba empat (PT. Salemba Emban Patria).
Kotler, P., Armstrong, G. (2008). Prinsip-prinsip Pemasaran, jilid 1. Jakarta: erlangga.
Kotler, P., Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller. Pearson.
Kusdyah, I. (2012). Persepsi Harga, Persepsi Merek, Persepsi Nilai, dan Keinginan Pembelian Ulang Jasa Clinic Kesehatan (Studi Kasus Erha Clinic Surabaya). Jurnal Manajemen Pemasaran, 7(1), 25-32.
Lee, S., Illia, A., & Lawsonâ€Body, A. (2011). Perceived price fairness of dynamic pricing. Industrial Management & Data Systems.
Li, X. G., Wang, X., Cai, Y. J. (2011). Corporate, Product, and User-Image Dimensions and Purchase Intentions. Journal of computers, 6(9), 1875-1879.
Malik, F., Yaqoob, S., & Aslam, A. S. (2012). The impact of price perception, service quality, and brand image on customer loyalty (study of hospitality industry in Pakistan). Interdisciplinary Journal of contemporary research in business, 4(5), 487-505.
Monroe, K. B. (1992). Kebijakan Harga Seri Pemasaran dan Promosi. Jakarta: Gramedia.
Romadhoni, M. (2015). Pengaruh Citra Merek Terhadap Pengambilan Keputusan Pembelian Sepatu Nike Pada Mahasiswa FIK UNY. Universitas Negeri Yogyakarta. Yogyakarta.
Neal, C & Quester, P & Hawkins, D. (2004). Consumer Behavior. Mc Graw Hill. Australia.
Nurhayati, S. (2017). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Handphone Samsung Di Yogyakarta. Jurnal Bisnis, Manajemen, dan Akuntansi, 4(2).
Octaviona, N. (2016). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Gadget Di Toko Suryaphone Samarinda. journal Psikologi, 4, 397-407.
Ong, I. A. (2013). Analisa pengaruh strategi diferensiasi, citra merek, kualitas produk dan harga terhadap keputusan pembelian pelanggan di Cincao Station Grand City, Surabaya. Jurnal Strategi Pemasaran, 1(2), 1-11.
Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of marketing research, 31(2), 271-288.
Peter, J. P., & Olson, J. C. (2010). Consumer behavior: Perilaku konsumen dan strategi pemasaran. Jakarta: Erlangga.
Pradana, D. A., & Handrito, R. P. (2013). Pengaruh Iklan, Persepsi Harga, Citra Merek dan Kepercayaan Merek Terhadap Keputusan Pembelian Smartphone Android Sony Xperia studi pada mahasiswa konsumen pengguna ponsel android merek sony xperia di Kota Malang. Jurnal Ilmiah Mahasiswa FEB, 2(2).
Rangkuti, Freddy. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Jakarta : PT. Gramedia Pustaka Utama.
Ruslim, A. C., & Tumewu, F. J. (2015). The Influence of Advertisement, Perceived Price, and Brand Image on Consumer Buying decision to Asus Mobile Phone. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(3).
Samosir, C. B. H., & Prayoga, A. B. (2015). Jurnal Pengaruh Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Produk Enervon-c. Jurnal Ilmiah Manajemen dan Bisnis Mercu Buana, 1(3), 96826.
Santoso, S. (2012). Aplikasi SPSS pada Statistik Multivariat. Jakarta: Elex Media Komputindo.
Schiffman, L. G., Kanuk, L. L. (2007). Perilaku konsumen edisi kedua. Jakarta: PT. Indeks.
Shimp, T. A. (2003). Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Edisi Bahasa Indonesia, jilid 1, edisi 5.
Simamora, Bilson. 2002. Panduan Riset Perilaku Konsumen. Jakarta: Gramedia Pustaka Utama.
Solomon, M. R. (2007). Consumer behaviour. Buying, having, and being 7th edition.
Stanton, J. William, (1998). Prinsip-prinsip Pemasaran, 8th edition, Erlangga, Jakarta
Sugiyono. (2018). Metodologi Penelitian Kuantitatif Kualitatif dan R&D. Alpabeta, Bandung.
Sumarwan, U. (2011). Perilaku konsumen: Teori dan penerapannya dalam pemasaran. Bogor: Ghalia Indonesia.
Swastha, B. Dharmesta dan Irawan. (2008). Manajemen Pemasaran Modern.
Tjiptono, F., & Chandra, G. (2006). Manajemen pelayanan jasa. Penerbit Andi, Yogyakarta.
Tjiptono, F. (2008). Strategi Pemasaran Edisi 3. Yogyakarta: Andi.
Tjiptono, F. (2014). Pemasaran Jasa–prinsip, penerapan, dan penelitian. Yogyakarta: Andi Offset.
Van Osselaer, S. M., & Janiszewski, C. (2001). Two ways of learning brand associations. Journal of Consumer Research, 28(2), 202-223.
Yoestini dan Eva. S (2007). Analisis Pengaruh Kualitas Layanan dan Citra Merek Terhadap Minat Beli dan dampaknya Pada Keputusan Pembelian. Jurnal Sains Pemasaran Indonesia. No.3. Vol. VI. Hal. 261-276.
Yuli Harwani, S. (2017). Effect of Brand Image and Perceived Price Towards Purchase Decision in Kentucky Fried Chicken (KFC). Journal of Marketing and Consumer Research, 36.
Informasi umum perusahaan diakses pada tanggal 1 Februari 2020 https://www.vans.com/history.html#1966
Profil Instagram Vans Indonesia diakses pada tanggal 1 Februari 2020 https://www.instagram.com/vans.indo/?hl=id
Published
2023-01-23
Section
Articles
