Pengaruh Persepsi Harga, Citra Merek Dan Positif (Wom) Terhadap Keputusan Pembelian Lampu Led Dan Onderdil LED (Studi Pada CV. Fiotron Pijar Jaya)
Abstract
This research was shown to identify what is the influence vof price perception, brand image, positive WOM with decision purchase LED lights and LED spare parts at CV.Fiotron Pijar Jaya, in the era of competition caused by the many new brands of LED lights and spare parts at various prices. Quantitative methods are used in research. Data were taken from questionnaires that were distributed manually using statement sheets to respondents and purposive sampling methods were applied here. Multiple linear regression analysis became the model adopted to test the hypothesis. SPSS statistical software version 23 is used as a means to process data. The targeted population is potential consumers and consumers who have the potential to buy LED products CV.Fiotron Pijar Jaya. This study proves the influence of price perception, brand image, positive (WOM) at CV.Fiotron Pijar Jaya customers' purchasing decisions significantly and positively.
Keywords: price, brand, WOM, purchase decission
References
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Sinta Yuliana, & Ali Maskur. (2022). Pengaruh Kualitas Produk, Persepsi Harga, Kualitas Layanan Dan Lokasi Terhadap Keputusan Pembelian (Studi Pada Pelanggan Sinestesa Coffeeshop Pati). SEIKO Jurnal of Management and Business, 5(1), 559–573.
Sri Wiludjeng SP, & Yana Hendayana. (2021). Does Endoser Credibility And Brand Image Influence Consumer Purchasing Decisions Oleh. Turkish Journal of Computer and Mathematics Education, 12(8), 859–862.
Widyasari, S., Maskur, A., Setiawan, M. B., & Sugiarto, T. (2019). The Effect of Motive, Product Quality, Price Perception and Brand Image toward Buying Decision Process. Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018). https://doi.org/10.2991/icobame-18.2019.20
Willa Tiara Amalia, & Alimuddin Rizal Riva’i. (2022). Pengaruh Brand Ambassador, Brand Image, Dan Word Of Mouth Terhadap Keputusan Pembelian Mie Instan Pada Remaja. Jurnal Ilmu Manajemen (JIM) SINTA, 10(4), 1227–1236.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zietsman, M. L., Mostert, P., & Svensson, G. (2019). Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships. International Journal of Bank Marketing, 37(1), 2–19. https://doi.org/10.1108/IJBM-07-2017-0144
Aisyah Salsabila, & Ali Maskur. (2022). Pengaruh Kualitas Produk, Citra Merek, Persepsi Harga dan Kualitas Layanan Terhadap Keputusan Pembelian Mie Gacoan (Studi Pada Pelanggan Mie Gacoan di Kota Semarang). SEIKO Journal Of Management and Business, 5(1), 156–167.
Alva Rembon, Lisbeth Mananeke, & Emilia Gunawan. (2017). Theinfluence Of Word Of Mouth And Product Quality Of Purchasing Decision On Pt. Kangzen Kenko Indonesia In Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(3).
Amri, & Yayuk Yuliana. (2022). Pengaruh Word Of Mounth Dan Product Quality Terhadap Keputusan Pembelian Pada Keju Kesu. Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK), 3(1), 234–241. https://doi.org/10.32696/jimk.v2i1.1576
Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5–17. https://doi.org/10.1177/109467059800100102
Benhardy, K. A., Hardiyansyah, H., Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035
Desya Natalia Harmadi, & Alimuddin Rizal. (2022). Pengaruh Citra Merek, Positive Word Of Mouth, dan Promosi Media Sosial Terhadap Keputusan Pembelian Dessert Box. Inovator: Jurnal Manajemen, 11(1), 26–34.
Dewanti Eka Rizkiani, & Hendra Setiawan. (2023). Pengaruh Kualitas Produk, Persepsi Harga, Word Of Mouth (Wom) Terhadap Keputusan Pembelian (Studi Kasus Eiger Store Madiun). SIMBA, 5.
Dila Purnama Sari, & Euis Soliha. (2021). Pengaruh Kualitas Produk, Persepsi Harga Dan Promosi Terhadap Proses Keputusan Pembelian E-Commerce Tokopedia Di Kota Semarang. 2021: SEMINAR NASIONAL MULTI DISIPLIN ILMU DAN CALL FOR PAPERS, 341–348.
Dzulkharnain, E. (2020). Pengaruh Persepsi Harga, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian. IQTISHA Dequity Jurnal MANAJEMEN, 1(2). https://doi.org/10.51804/iej.v1i2.543
Fatmawati, & Soliha. (2017). Kualitas Produk, Citra Merek Dan Persepsi Hargaterhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic “Honda.” Jurnal Manajemen Teori Dan Terapan, 10.
Grace Marleen Wariki, Lisbeth Mananeke, & Hendra Tawas. (2015). Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2), 1008–1123.
Hermiyenti, S., & Wardi, Y. (2019). A Literature Review on The Influence of Promotion, Price and Brand Image to Purchase Decision. Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). https://doi.org/10.2991/piceeba2-18.2019.34
Jecky, J., & Erdiansyah, R. (2021). Pengaruh Iklan Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian. Prologia, 5(2), 307. https://doi.org/10.24912/pr.v5i2.10199
Kotler, P. , & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115. https://doi.org/10.32528/ipteks.v5i1.3024
Mardiasih, T. S. (2020). Pengaruh Persepsi Harga, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian. IQTISHA Dequity Jurnal MANAJEMEN, 2(1). https://doi.org/10.51804/iej.v2i1.546
Marra Angelique H. Agdigos, Maria Christine R. Etpison, Armila Augustine C. Patino, & Antonio E. Etrata, J. (2022). The Impact of Brand Image and Perceived Value on Consumers’ Purchasing Behavior of Clothing Lines. An International Journa, 17(2), 27–45.
Martono Dwi Atmadja, Farida Arinie Soelistianto, & Harrij Mukti Kristiana. (2016). Analisis Perbandingan Susunan Rangkaian Pada Lampu Led Untuk Penerangan. SENTIA, 8(2), 61–67.
Muhammad imam Nur Yassin, Alimuddin Rizal Rivai, & Euis Soliha. (2023). The Influence Of Brand Ambassador, Brand Image, And Price Perception On The Purchase Decision Of Ventela Shoes. ICMS International Conference Multidisciplinary Studies, 2(1), 129–136.
Nadya Risma Pratiwi, & Endang Tjahjaningsih. (2020). Pengaruh Kualitas Produk, Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Pada Pelanggan Toko Hijab Nadya Collection Di Semarang). Proceeding SENDIU 2020, 510–5118.
Niva Indar Pratiwi, & R.A Marlien. (2022). Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Co Branding Berdampak pada Niat Beli Pelanggan (Studi pada Konsumen Cornetto Silverqueen di Kabupaten Grobogan). YUME : Journal of Management, 5(1), 51–66.
Peter, J. P., & Jerry C. Olson. (1999). Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. (Damos Sihombing, Ed.). Erlangga.
Rahman Abd Rasyid, Silcyljeova . Moniharapon, & Irvan . Trang. (2018). Pengaruh Strategi Promosi Melalui Social Media, Kualitas Layanan Dan Word Of Mouth Terhadap Keputusan Pembelian Sepeda Motor Suzuki Pada Pt. Sinar Galesong Mandiri Malalayang Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 3933–3942.
Rizky Syamsidar, & Euis Soliha. (2019). Pengaruh Kualitas Produk, Persepsi Harga, Citra Merek dan Promosi terhadap Proses Keputusan Pembelian (Studi Pada Banaran 9 Coffee Tea di Gemawang, Kabupaten Semarang). Jurnal Bisnis Dan Ekonomi (JBE), 26(2).
Saputra, G. W., & Ardani, I. G. A. K. S. (2020). Pengaruh Digital Marketing, Word Of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(7), 2596. https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p07
Sengkey, & Wenas. (2015). Analysis Of Brand Image, Store Atmosphere And Psychology On Purchasing Decision At Time Out Sport Café It Center Manado . E- Jurnal UNSRAT, 3(1), 1162–1172.
Sinta Yuliana, & Ali Maskur. (2022). Pengaruh Kualitas Produk, Persepsi Harga, Kualitas Layanan Dan Lokasi Terhadap Keputusan Pembelian (Studi Pada Pelanggan Sinestesa Coffeeshop Pati). SEIKO Jurnal of Management and Business, 5(1), 559–573.
Sri Wiludjeng SP, & Yana Hendayana. (2021). Does Endoser Credibility And Brand Image Influence Consumer Purchasing Decisions Oleh. Turkish Journal of Computer and Mathematics Education, 12(8), 859–862.
Widyasari, S., Maskur, A., Setiawan, M. B., & Sugiarto, T. (2019). The Effect of Motive, Product Quality, Price Perception and Brand Image toward Buying Decision Process. Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018). https://doi.org/10.2991/icobame-18.2019.20
Willa Tiara Amalia, & Alimuddin Rizal Riva’i. (2022). Pengaruh Brand Ambassador, Brand Image, Dan Word Of Mouth Terhadap Keputusan Pembelian Mie Instan Pada Remaja. Jurnal Ilmu Manajemen (JIM) SINTA, 10(4), 1227–1236.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zietsman, M. L., Mostert, P., & Svensson, G. (2019). Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships. International Journal of Bank Marketing, 37(1), 2–19. https://doi.org/10.1108/IJBM-07-2017-0144
Published
2024-02-04
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Copyright (c) 2024 Rohmat Doni Arto, Alimuddin Rizal Riva'i
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