The Mediating Role of Brand Image on Product Quality, Positioning and Price on Purchase Decision
-
Novi Rahmawati
*
Esa Unggul University, Jakarta,
Indonesia
- Primasatria Edastama Esa Unggul University, Jakarta, Indonesia (*) Corresponding Author
Abstract
This research aims to find out why the development of camille products is very rapid as anomalous products are able to improve brand image well. The rapid development of camille products can be based on the existence of product quality, brand positioning, price perception and brand image in having an impact on purchase decisions. The approach taken in this study is a quantitative method with purposive sampling technique. The number of samples collected was 190 respondents. The data analysis technique in this study uses the Structural Equation Modeling- Partial Least Squares (SEM-PLS) method with the results of product quality, brand positioning, price perception which has an influence on brand image. Brand image has an influence on purchase decision. Purchase decisions can also be influenced either directly or indirectly by product quality, brand positioning, price perception, and brand image. So, camille products can meet consumer needs with their advantages, and make packaging that is easily recognizable by consumers.
Downloads
References
Akbar, S. S., Violinda, Q., Setiawati, I., & Rizwan, M. (2022). The Influence of Product Quality, Product Design, Brand Image on Realme Smartphone Purchase Decisions. 4810, 121–132. https://doi.org/10.4108/eai.11-10-2021.2319581
Andhika, K., & Jatra, I. M. (2022). Brand Image Mediates The Effect Of Product Quality On Consumer Loyalty. (07), 7–12.
Anggraini, A., Samri, Y., & Nasution, J. (2023). The Effect Of Positioning , Product Quality , And Brand Image On Purchasing Decisions For Motor Vehicle Insurance At Pt Asuransi Askrida Syariah , Medan Branch. 12(1).
Cahyani, N. S., Lapian, S. L. H. . J., & Tumiwa, J. (2017). The Effect of Brand Image, Perceived Price, And Perceived Quality On Consumer’s Purchase Decision Of Pond’s Skin Care Product. Jurnal EMBA, 5(2), 354–362.
Cahyaningtyas, C. A., & Budiarti, A. (2022). Pengaruh Kualitas Produk Dan Harga Dimediasi Citra Merek Terhadap Keputusan Pembelian Masker Camille Di Shopee Anindhyta Budiarti Sekolah Tinggi Ilmu Ekonomi Indonesia (Stiesia) Surabaya. 1–14.
Clarissa, C., & Bernarto, I. (2022). The Influence of Brand Ambassador, Brand Awareness, Brand Image and Prices on Purchase Decisions on Online Marketplace. Almana : Jurnal Manajemen Dan Bisnis, 6(1), 9–19. https://doi.org/10.36555/almana.v6i1.1647
Diputra, I. G. A. W., & Yasa, N. N. (2021). The Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(1), 25–34. Retrieved from http://118.97.187.12/pustaka/files/17726/jurnal/the-impact-of-service-quality-product-quality-and-price-on-customer-satisfaction.pdf
Dirwan. (2022). Effect of Promotion , Positioning and Brand Image on Samsung Smartphone Purchase Decisions. 3(1), 14–29.
Dizzania Oktaviani, A., Wisnu, D., Riyanto, E., & Fuadiputra, I. R. (2022). The Effect of Electronic Word of Mouth, Brand Image, and Brand Trust on Consumer Purchase Decision on Camille Organic Beauty Face Mask. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(03), 246–253. https://doi.org/10.22219/jamanika.v2i03.22736
Fitriana, D. Y. (2021). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian, Citra Merek Sebagai Peran Mediasi (Studi Pada Pembeli Butik Q-Blat Purwodadi).
Graciana, S. (2022). Strategi Positioning dan Citra Merek Pixy Lipcream dalam Mempengaruhi Keputusan Pembelian (Survei pada Mahasiswi Manajemen Universitas Perjuangan Tasikmalaya). Jurnal Ilmiah Multidisiplin, 1(10), 3478–3486.
Hafilah, N. E., & Chaer, V. P. (2019). The Effect Of Brand Ambassador, Brand Image, Product Quality, And Price On Purchase Decisions.
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking some of the rethinking of partial least squares. 53(4), 566-584.
Haitao, N. (2022). Analysis of Price Perception, Purchase Interest and Marketing Performance on Purchase Decisions. Dinasti International Journal of Digital Business Management, 3(4), 693–702. Retrieved from https://doi.org/10.31933/dijdbm.v3i4
Hanaysha, J., Hilman, H., & Abdul-Ghani, N. H. (2014). Direct And Indirect Effects Of Product Innovation And Product Quality On Brand Image: Empirical Evidence Automotive Industry The Effect Of Green Management Practice On Organizational Performance View Project Drivers Of Purchase Decision And Customer Reten. International Journal of Scientific and Research Publications, 4(11), 1–7. Retrieved from www.ijsrp.org
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034
Hanggraini, F., Aryati, I., & Widayanti, R. (2019). Analisis Citra merek, Positioning Produk Dan Lifestyle Terhadap Keputusan Pembelian Pada Toko Baju the Executive Di Solo Paragon Mall. Jurnal Ilmiah Edunomika, 3(02), 416–422. https://doi.org/10.29040/jie.v3i02.611
Hernikasari, I., Ali, H., & Hadita, H. (2022). Model Citra Merek Melalui Kepuasan Pelanggan Bear Brand: Harga Dan Kualitas Produk. Jurnal Ilmu Manajemen Terapan, 3(3), 329–346. https://doi.org/10.31933/jimt.v3i3.837
Hidvégi, A., & Anikó, K.-E. (2016). Assessing the online purchasing decision of generation Z. Paper presented at FIKUSZ Symposium for Young Researchers. Budapest: Obuda University Keleti Karoly Fakulty of Economics.
Ismitiara, M., Jonathan, R., & Effendi, M. (2009). Pengaruh Brand Identity Dan Brand Positioning Terhadap Pembentukan Brand Image Dan Sikap Pada Produk Gery Garuda Food. 1–7.
Kridaningsih, A. (2023). A STUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS FOR COSMETICTS PRODUCTS. Academia Open, 8(1), 21–25. https://doi.org/10.21070/acopen.8.2023.3641
Kurnianto, W. M., Rosalina, S. S., & Nurminingsih, N. (2019). Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention. International Journal of Multicultural and Multireligious Understanding, 6(2), 86. https://doi.org/10.18415/ijmmu.v6i2.654
Lk, A. M. K., Arimbawa, I. G., & Damayanti, E. (2019). the Influence of Celebrity Endorser, Product Quality and Price on Purchase Decisions and Customer Satisfaction on Vivo Brand Smartphones in Surabaya. Journal of World Conference (JWC), 1(2), 252–256. https://doi.org/10.29138/prd.v1i2.148
Mahri, A. J. W., Juliana, J., Monoarfa, H., Rohepi, A. P., & Karim, R. (2023). Integrating country of origin, brand image and halal product knowledge: the case of the South Korean skincare in Indonesia. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-12-2021-0390
MEILINA, A. (2021). Analisis Pengaruh Celebrity Endorsement Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening. 3(2), 6.
Nahra Putra, M. T., & Nurmahdi, A. (2020). Analysis of Effect Price and Quality on Brand Image and Its Implication on Purchase Decision Modena Gas Cooktop (Case Study on Grand Galaxy City Residence Bekasi). Dinasti International Journal of Digital Business Management, 1(5), 747–761. https://doi.org/10.31933/dijdbm.v1i5.481
Nofrizal, & Prodi, C. F. U. (2014). Pengaruh Positioning, Advertising Dan Personal Selling Terhadap Brand Image ( Citra Merek ) Keripik Kari Di Kota Batam. Kaos GL Dergisi, 2(October), 765–770.
Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(5), 597–610. https://doi.org/10.21276/sjhss
Pratisthita, D. A. A. P., Yudhistira, P. G. A., & Agustina, N. K. W. (2022). Effect of Brand Positioning, Brand Image, and Perceived Price on Consumer Repurchase Intention Low-Cost Carrier. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(2), 181–195. https://doi.org/10.20473/jmtt.v15i2.35715
Purwandani, M., & Widodo, A. (2022). The Effect of Brand Image on Loyalty through General Patient Satisfaction as an Intervening Variable in Makassar City Hospital. Journal of Asian Multicultural Research for Medical and Health Science Study, 3(1), 67–75. https://doi.org/10.47616/jamrmhss.v3i1.239
Putri, A. S. (2021). Diary Fimela: Kisah Pembisnis Muda Membuat Brand Masker Paling Laris di Tahun 2021. Retrieved November 20, 2022, from fimela.com website: https://www.fimela.com/beauty/read/4745212/diary-fimela-kisah-pembisnis-muda-membuat-brand-masker-paling-laris-di-tahun-2021
Rihayana, I. G., Putra Salain, P. P., Eka Rismawan, P. A., & Mega Antari, N. K. (2022). the Influence of Brand Image, and Product Quality on Purchase Decision. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345
Rosanti, N., Karta Negara Salam, & Panus. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365–375. https://doi.org/10.35877/454ri.qems360
Rosi, F., & Andriani, N. (2021). Peran Citra Merek Dalam Memediasi Pengaruh Positioning Terhadap Keputusan Pembelian. Jurnal Kajian Ilmu Manajemen (JKIM), 1(2), 137–146. https://doi.org/10.21107/jkim.v1i2.11616
Safika, E., & Raflah, W. J. (2021). The Influence of Brand Image, Brand Ambassador and Price on Purchasing Decisions for Scarlett Whitening Product in Riau. Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen, Investasi Dan Kewirausahaan, 1(1), 8. https://doi.org/10.35314/inovbizmik.v1i1.1876
Saputra, A. (2022). Predicting Consumer Purchasing Decision from Product Quality and Promotion through Brand Image. Journal of Business and Management Review, 3(9), 581–600. https://doi.org/10.47153/jbmr39.4502022
Soegeng Wahyoedi, Saparso, & Miki Effendi. (2021). The Role Of Brand Image As Mediating Variable In The Influence Of Price And Promotion On Buying Interest (Study Case On Hyundai Electric Car). International Journal of Science, Technology & Management, 2(5), 1743–1754. https://doi.org/10.46729/ijstm.v2i5.296
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan Kombinasi (Mixed Methods). Bandung: Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Alfabeta. 138.
Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product). Jurnal Manajemen, 21(2), 179–194. https://doi.org/10.24912/jm.v21i2.230
Suhartanto, D., Dean, D., Sarah, I. S., Hapsari, R., Amalia, F. A., & Suhaeni, T. (2021). Does religiosity matter for customer loyalty? Evidence from halal cosmetics. Journal of Islamic Marketing, 12(8), 1521–1534. https://doi.org/10.1108/JIMA-03-2020-0069
Syahputra, I., Ginting, P., & Lubis, A. N. (2022). The Influence of Brand Image and Price on Consumer Purchase Intention with Trust as an Intervening Variable: Asia Pacific Journal of Business Economics and Technology, 2(01), 54–65. Retrieved from http://www.apjbet.com/index.php/apjbet/article/view/34
Tecoalu, M. (2021). The Role of Brand Image in Mediating the Influence of Country of Origin Image and Price on Purchasing Decisions (Study Case on Car Credit Products PT. Maybank Indonesia Finance). SIASAT, 6(4), 204–218.
Tjahjaningsih, E. (2007). Terhadap Loyalitas Merek Hp Nokia. 104–118.
Tonce, Y., Firdiansjah, A., & Darsono, J. T. (2020). The Effect of Price Perceptions and Product Quality on Interest and its Impact on Purchase Decision Fabric Glove Sikka Motive in Maumere. International Journal of Advances in Scientific Research and Engineering, 06(03), 144–149. https://doi.org/10.31695/ijasre.2020.33754
Wasik, Z., Mahjudin, & Desembrianita, dan E. (2022). Predicting the Mediation Impact of Promotion in Correlation with Price Perception, Product Quality, Brand Image, and Purchasing Decision. International Journal of Advanced Engineering and Management Research, 07(02), 207–222. https://doi.org/10.51505/ijaemr.2022.7217
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel The Mediating Role of Brand Image on Product Quality, Positioning and Price on Purchase Decision
Pages: 245-252
Copyright (c) 2024 Novi Rahmawati, Primasatria Edastama
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).
