Pengaruh Kepercayaan Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Emina
-
Hesti Rahmah Maulidah
*
Universitas Mulawarman, Samarinda,
Indonesia
- Ana Noor Andriana Universitas Mulawarman, Samarinda, Indonesia (*) Corresponding Author
Abstract
This study aims to determine whether brand trust, product quality and price affect both partially and simultaneously on purchasing decisions on Emina cosmetic products. The location of the study in Samarinda City with the population in this study is adolescent consumers who use or have purchased Emina products. The sampling technique uses non-probability sampling with the Purposive sampling method and the sample obtained is as many as 100 respondents. The primary data in this study is the result of filling out a questionnaire distributed using google form and secondary data in this study was obtained from previous research journals and reference books related to research. The data analysis technique used is multiple linear regression analysis using the help of SPSS software version 25. The results showed that partially the brand trust variable had a significant effect on the purchase decision, the product quality variable had a significant effect on the purchase decision, and the price variable had a significant effect on the purchase decision. The simultaneous results of brand trust variables and product quality and price have a significant effect on the purchase decision of Emina products in adolescents in Samarinda City. The results of the coefficient of determination test got a value of 0.460 which means that the level of relationship between brand trust, product quality and price variables to purchasing decision variables in Emina products is 46.0% while the remaining 54.0% is influenced by other variables that are not included in this study.
Downloads
References
Avilla, T., Relioni, Y., Kurniawan, A. P., & Aurelia, P. N. (2023). Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Produk Oriflame (Studi Kasus pada Pelanggan Nanette Brand Partner Oriflame di Kecamatan Kangae. In Jurnal Penelitian Mahasiswa (Vol. 1, Issue 4).
Dewi Werdiasih, R., & Bekti Karnowati, N. (2022). ANALISIS PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN.
Elianti, L. D., Indah, V., & Pinasti, S. (2018). Makna Penggunaan Make Up Sebagai Identitas Diri (Studi Mahasiswi Universitas Negeri Yogyakarta). E-Societas, 7(3), 18.
Fatmalawati, D. S., & Andriana, A. N. (2021). PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP MINAT PEMBELIAN ULANG KOSMETIK PT. PARAGON TECHNOLOGY AND INNOVATION. Jurnal Manajemen Bisnis, 10(2), 177–186.
Firmansyah, A. (2019). Pemasaran Produk dan Merek (Cetakan Pertama). Qiara Media.
Hardani, H., Andriani, H., Ustiawaty, J., & Utami, E. F. (2020). Metode penelitian kualitatif & kuantitatif.
Ismayana, S., & Hayati, N. (2018). PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK PIXY (Studi Pada Konsumen Produk Lipstik Pixy Toserba Borma Cipadung).
Juliana, K. E., Telagawathi, N. L. W. S., Sayang Telagawathi, W., & Susila, G. P. A. J. S. (2018). PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT. Bisma: Jurnal Manajemen, 5(1).
Kemenperin. (2020). Perubahan Gaya Hidup Dorong Industri Kosmetik. Https://Kemenperin.Go.Id/Artikel/21460/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik.
Leonanda, K., & Purnama, S. (2020). PENGARUH EKUITAS MEREK TERHADAP NIAT BELI PADA PRODUK MINUMAN ISOTONIK MIZONE (STUDI KASUS DI UNIVERSITAS ESA UNGGUL). ICA Ekonomi, 1(2), 421–429.
Lombok, E. V. V, & Samadi, R. L. (2022). THE EFFECT OF BRAND IMAGE, BRAND TRUST AND DIGITAL MARKETING ON CONSUMER PURCHASE DECISIONS ON EMINA PRODUCTS (CASE STUDY AT SAM RATULANGI UNIVERSITY STUDENTS). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 953–964.
Mamonto, F., Tumbuan, W., & Rogi, M. (2021). ANALYSIS OF MARKETING MIXED FACTORS (4P) ON PURCHASE DECISIONS AT PODOMORO POIGAR EATING HOUSE IN NEW NORMAL ERA. 9(2), 110–121.
Mardiayanti, M., & Andriana, A. N. (2022). Pengaruh Harga dan Kualitas Produk serta Review Produk terhadap Keputusan Pembelian Produk Scarlett Whitening. Jurnal Pendidikan Dan Kewirausahaan, 10(3), 1091–1109. https://doi.org/10.47668/pkwu.v10i3.560
Rahmahyanti, R. N., & Andriana, A. N. (2023). Pengaruh Pengaruh Kualitas Produk, Brand Ambassador dan Iklan Terhadap Keputusan Pembelian Produk MS Glow. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(4), 1143–1151. https://doi.org/10.47065/ekuitas.v4i4.3309
Ramadayanti, F. (2019). Peran Brand Awereness Terhadap Keputusan Pembelian Produk. In JSMB (Vol. 6, Issue 2). http://journal.trunojoyo.ac.id/jsmb78
Santoso, E., Hakimah, E. N., & Ratnanto, S. (2023). PERSPEKTIF PELAKU UMKM DALAM UPAYA MENINGKATKAN KUALITAS PRODUK UNTUK MENCIPTAKAN KEPUASAN DAN LOYALITAS (STUDI KASUS USAHA TAHU BAPAK MATNURI). In Seminar Nasional Manajemen, Ekonomi Dan Akuntansi, 8, 591–600.
Sari, Y. P., & Andriana, A. N. (2023). PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAPKEPUTUSAN PEMBELIAN ULANG PRODUK MS GLOW (STUDI PADA KONSUMEN MS GLOW TENGGARONG) THE INFLUENCE OF PRODUCT QUALITY, PRICE AND BRAND IMAGE ON THE DECISION TO REPURCHASE OF MS GLOW PRODUCTS (STUDY ON MS GLOW TENGGARONG CONSUMERS). Jurnal Ilmu Sosial MAHAKAM, 11, 2023.
Suhardi, D., & Irmayanti, R. (2019). Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen. In Jurnal Inspirasi Bisnis dan Manajemen (Vol. 3, Issue 1). http://jurnal.unswagati.ac.id/index.php/jibm
Syafitri, A., Ratna Sari, E., & Sanjaya, V. F. (2021). Pengaruh Citra Merek, Promosi Dan Kepercayaan Merek Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening (Studi Kasus Mahasiswi UIN Raden Intan Lampung) (Vol. 1, Issue 1). Mei.
Tiana, L., Wahono, B., & Saraswati, E. (2022). Pengaruh Harga, Daya Tarik Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Kosmetik Emina (Studi Mahasiswi Manajemen Universitas Islam Malang Angkatan 2018). www.fe.unisma.ac.id
Yunefa, A., & Sabardini, E. (2021). Pengaruh Kualitas Produk, Harga, dan Iklan Terhadap Keputusan Pembelian Produk Lipstik Emina di Yogyakarta. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 1(2). https://www.
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Pengaruh Kepercayaan Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Emina
Pages: 416-424
Copyright (c) 2023 Hesti Rahmah Maulidah, Ana Noor Andriana
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
