Pengaruh Citra Merek dan Persepsi Kualitas terhadap Keputusan Pembelian Suzuki Satria F150 di Kabupaten Karawang

Faisal Cahya Pramudiya; Ajat Sudrajat

doi:10.30588/jmp.v11i1.844

Authors

Faisal Cahya Pramudiya Universitas Singaperbangsa Karawang, Karawang, West Java
Ajat Sudrajat Universitas Singaperbangsa Karawang, Karawang, West Java

DOI:

https://doi.org/10.30588/jmp.v11i1.844

Keywords:

Brand image, Buying decision, Motorcycle, Perception of quality

Abstract

The automotive industry is a company engaged in the production of land transportation equipment, including motorcycles. The rapid development of the automotive industry is in line with the human need to move more dynamically. This study aims to determine the role of brand image and product quality perceptions on purchasing decisions for Suzuki Satria F150 motorcycle products in the Karawang Regency. This research is quantitative research that uses a preliminary study and a questionnaire as a data collection instrument. This study uses the formula of unknown populations to determine the number of samples. The sample used in this research is 96 respondents. The primary data that has been collected is processed using SPSS version 25. The results of this study found that brand image and product quality perceptions had a significant effect on purchasing decisions for Suzuki Satria F150 motorcycle products in Karawang Regency.

Author Biographies

Faisal Cahya Pramudiya, Universitas Singaperbangsa Karawang, Karawang, West Java

Management Department

Ajat Sudrajat, Universitas Singaperbangsa Karawang, Karawang, West Java

Management Department

References

AISI (2020). Association of Indonesia Motorcycle Industry: Statistic Distribution. Asosiasi Industri Sepeda Motor Indonesia, 16 Oktober. Diakses tanggal 17 November 2020 di https://www.aisi.or.id/statistic/.

Anwar, I. (2015). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian. Jurnal Ilmu dan Riset Manajemen, 4(12), 7–15.

Armawati, I., Saryadi, & Prabawani, B. (2014). Pengaruh Brand Awareness , Brand Image dan Perceived Quality terhadap Keputusan Pemakaian Jasa pada Maskapai Penerbangan Garuda Indonesia. Jurnal Ilmu Administrasi Bisnis, 3(4), 1–9.

Astuti, R., & Febriaty, H. (2017). Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen di Pasar Modern: Studi Kasus pada Indomaret di Kecamatan Medan Denai Kota Medan. Jurnal Riset Sains Manajemen, 1(1), 35–42. https://doi.org/10.5281/zenodo.1039299.

Azmy, A., Nauyoman, D., & Zakky, M. (2020). The Effect of Brand Image and Perception of Products on the Purchase Decisions of Matic Motorcycle in East Belitung. Jurnal Administrasi Bisnis, 9(1), 31–42. https://doi.org/10.14710/jab.v9i1.25278.

Foster, B. (2016). Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences, 2, 1–11.

Holler, M., Uebernickel, F., & Brenner, W. (2017). Defining Archetypes of E-collaboration for Product Development in the Automotive Industry. Proceedings of the 25th European Conference on Information Systems, ECIS 2017, 114–130.

Hurriyatih, R. (2019). Bauran Pemasaran dan Loyalitas Konsumen (Cetakan 2). Bandung: CV Alfabeta.

Hutagaol, C. D. (2019). Analisis Faktor-faktor yang Mempengaruhi Keputusan Pembelian Konsumen di Pajak USU (PAJUSU) Medan. Marketing, 3–13. http://repository.usu.ac.id/bitstream/123456789/23790/4/Chapter I.pdf.

Keller, K. L., Parameswaran, A. M. G., & Jacobs, I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Pearson Education.

Kotler, P., & Amstrong, G. (2018). Principles of Marketing (L. Abelli (ed.); Seventeenth).New Jersey: Pearson Education, Inc.

Kotler, P., & Keller, K. L. (2015). Manajemen Pemasaran (p. 346). Malang: Penerbit Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Managemen. Global Edition. New Jersey: Pearson Education, Inc.

Kubicki, M. (2016). El Marketing Mix (Titivillus (ed.); r2.1). Madrid: ePublibre.

Lie, T. D., Purnomo, D., & Sari, D. K. (2017). Pengaruh Persepsi Kualitas terhadap Keputusan Pembelian Konsumen pada Keripik Pedas Maicih. Cakrawala Jurnal Penelitian Sosial, 6(1), 137–158.

Lubis, Z., Setiyawan, H., & Mukhadiroh, L. (2019). The Effect of Consumer Motivation, Quality Perception, and Consumer Attitude to the Decision of Purchase of Honda Brand Motorcycle in Lamongan district. Jurnal Mantik, 3(January), 31–38.

Mokhtar, R., Othman, Z., & Ariffin, H. F. (2019). The Effect of Brand Awareness, Brand Image, and Perceived Quality on Customer Behaviour Intention. International Journal of Academic Research in Business and Social Sciences, 8(12), 2023–2035. https://doi.org/10.6007/ijarbss/v8-i12/5375.

Nurjaya, N., Affandi, A., Ilham, D., Jasmani, & Sunarsi, D. (2021). Pengaruh Kompetensi Sumber Daya Manusia dan Kemampuan Pemanfaatan Teknologi terhadap Kinerja Aparatur Desa pada Kantor Kepala Desa di Kabupaten Gunungkidul, Yogyakarta. Jurnal Ilmiah, Manajemen Sumber Daya Manusia, 4(3), 332–346.

Otosia.com (2020). Honda, Yamaha, Suzuki, dan Kawasaki, Siapa yang Paling Tua? Otomotif Indonesia, 27 April. Diakses tanggal 15 November 2020 di https://www.otosia.com/berita/honda-yamaha-suzuki-dan-kawasaki-siapa-yang-paling-tua.html.

Pham, L. T. M., Do, H. N., & Phung, T. M. (2016). The Effect of Brand Equity and Perceived Value on Customer Revisit Intention: A Study in Quick-Service Restaurants in Vietnam. Acta Oeconomica Pragensia, 24(5), 14–30. https://doi.org/10.18267/j.aop.555.

Prochazka, F., Weber, P., & Schweiger, W. (2018). Effects of Civility and Reasoning in User Comments on Perceived Journalistic Quality. Journalism Studies, 19(1), 62–78. https://doi.org/10.1080/1461670X.2016.1161497.

Resika, Y., Nazaruddin, A., & Handy, T. (2012). Pengaruh Brand Image terhadap Keputusan Konsumen Membeli Produk Sepeda Motor Honda (Studi Kasus pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya). Jurnal Ilmiah Manajemen Bisnis dan Terapan, 1(1), 31–40.

Robby, M., & Andjarwati, A. L. (2016). Pengaruh Citra Merek dan Persepsi Kualitas terhadap Keputusan Pembelian McDonald’s. Jurnal Ilmu Manajemen, 4(3), 1–7. https://doi.org/10.22219/jmb.v6i2.5541.

Santy, R. D., & Atika, S. D. (2020). Purchasing Decisions in Terms of Perceived Quality and Product Knowledge. Proceedings of the International Conference on Business, Economics, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019), 112, 94–99. https://doi.org/10.2991/aebmr.k.200108.023.

Semuel, H., & Wibisono, J. (2019). Brand Image, Customer Satisfaction dan Customer Loyalty. 13(1), 27–34. https://doi.org/10.9744/pemasaran.13.1.27.

San-Martín, S., González-Benito, Ó., & Martos-Partal, M. (2017). To What Extent does Need for Touch Affect Online Perceived Quality? International Journal of Retail & Distribution Management, 45(9), 950–968.

Sugiyono, S. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Sutopo (ed.), Edisi Revisi. Bandung: CV Alfabeta.

Tarmizi, A. (2014). Pengaruh Citra Merek terhadap Keputusan Pembelian pada Motor Suzuki Satria FU150. Eksis: Jurnal Ilmiah Ekonomi dan Bisnis, 5(1), 1–13. http://dx.doi.org/10.33087/eksis.v5i1.107.