Model Analisis Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Xiaomi Smartphone Pada Asia Ponsel Pekanbaru

  • Silvia Sari Sitompul Sekolah Tinggi Ilmu Ekonomi Pelita Indonesia

Abstract

Mobile is not only used to communicate via telephone or sms, but consumers want more so that mobile features are increasingly diverse. Since the internet began to boom in Indonesia, the Internet has become a mandatory feature and has turned into a function in the cellphone itself besides being used for telephone and sms. So it is not surprising that cellphones with the lowest prices must fulfill three conditions, which can be used for telephone, SMS, and the internet. Our people are very thirsty for browsing, chatting, playing games and also for work. The internet has also become a basic necessity for every individual, because with the internet, humans have a lot of information. The internet is also useful for business, politics, economics and socializing.The purpose of this study is to find out and analyze the influence of  Brand Image and prices on the purchase decision of Xiaomi Smartphone. The method used is multiple linear regression analysiswith a sample of 100 respondents. The research results show that the prices effect significant on Consumer decisions on Xiaomi Smartphone while brand image does not have aeffect significant on Consumer decisions on Xiaomi Smartphone

Keywords:  Brand Image, Features, Prices

References

Adirama, Aldi. (2012). Pengaruh Citra Merek dan Kualitas Produk terhadapKeputusan Pembelian Konsumen Motor Satria FU di Klaten. Jurnal Manajemen Bisnis Indonesia, Vol.1, Edisi I. Yogyakarta: Universitas Negeri Yogyakarta.

Alma, Buchari, (2009). Manajemen Pemasaran dan pemasaran jasa. Bandung: alfabeta.

Bernadette, Jilly Mandey. (2013). Promosi Distribusi Harga Pengaruhnya terhadap Keputusan Pembelian Rokok Surya Promild. Jurnal EMBA. 1(4) Desember 2013, 95-104

Daryanto. (2013). Sari Kuliah Manajemen Pemasaran (cetakan 2). Bandung. Penerbit: PT Sarana Tutorial Nurani Sejahtera.

Guntur, Effendi, M. (2010). Transformasi Manajemen Pemasaran Membangun Citra Negara. Sagung Seto, Jakarta.

Hamidah Siti. (2013). Analisis persepsi citra merek, desain, fitur dan pengaruhnya terhadap keputusan pembelian produk handphone samsung berbasis android (studi kasus STIE Pelita Indonesia). Jurnal ekonomi STIE Pelita Indonesia. 21 (1):89-120

Kotler dan Amstrong. (2008). manajemen pemasaran. In edisi 12 jilid 2. Jakarta : Indeks.

Kotler dan Keller. (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13 Jakarta: Erlangga

Kotler, Philip. (2010). Manajemen Pemasaran. Edisi tiga belas Bahasa Indonesia.Jilid 1 dan 2.Jakarta : Erlangga.

Kotler, dan Keller. (2012). Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga

Kotler Philip dan Amstrong. (2012). prinsip - prinsip manajemen. In edisi 14 jilid 1. Jakarta: erlangga.

Maria Dewi Ratnasari (2014) ,tentang Pengaruh Citra merek dan kualitas produk terhadap proses keputusan pembelian blackberry (Diponegoro journal of social and politic tahun 2014)

Santoso, P. H. (2018). Analisis Pengaruh Harga, Citra Merek, dan Kredibilitas Perusahaan terhadap Niat Membeli Konsumen pada Produk Kawasaki di Kota Yogyakarta. Journal of Economic, Bussines and Accounting (COSTING), 1(2), 209–220. doi:10.31539/costing.v1i2.208

Stanton, William J. (2008). Fundamental of Marketing. 10 Edition. Mc. Graw-Hill International Edition, New York.

Sugiyono. (2010). Metode Penelitian Pendidikan (Metode Penelitian KuantitatifKualitatif Dan R&D). Bandung: Alfabeta.

Syaleh, H. (2017). Pengaruh Kualitas Produk, Harga, Promosi dan Tempat Pendistibusian Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Perusahaan Tjahaja Baru Bukittinggi. Journal of Economic, Bussines and Accounting (COSTING), 1(1), 68–82. doi:10.31539/costing.v1i1.16

Tjiptono, Fandi. (2010), Strategi pemasaran, Edisi 2, Andi offset, Yogyakarta

Wibowo. (2012). Manajemen Kinerja. Jakarta : Raja Grafindo Persada
Published
2019-06-23
How to Cite
Sitompul, S. (2019). Model Analisis Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Xiaomi Smartphone Pada Asia Ponsel Pekanbaru. COSTING : Journal of Economic, Bussines and Accounting, 2(2), 322-334. https://doi.org/https://doi.org/10.31539/costing.v2i2.611
Abstract viewed = 28 times
PDF downloaded = 37 times