Pengaruh Brand Image dan Harga terhadap Keputusan Pembelian Smartphone Realme: Studi Kasus pada Wilayah Kabupaten Subang
DOI:
https://doi.org/10.30588/jmp.v12i1.934Keywords:
Brand image, Price, Purchase decision, SmartphoneAbstract
The advancement of information and communication technology is increasing rapidly causing the public's need for smartphone products to increase. The purpose of this study was to analyze the correlation between brand image and price on purchasing decisions for Realme smartphones in Subang Regency, West Java. This research uses a descriptive and quantitative verification approach. The sample used in this study amounted to 303 consumers as respondents which were determined by using the accidental sampling technique. The data analysis method used in this research is collecting data using a questionnaire instrument with a Likert scale. The results of this study are brand image and price have a strong and positive relationship. Furthermore, this study also found that brand image and price have significantly and positively affected purchasing decisions for Realme smartphone products in Subang Regency.References
Arianto, N., & Giovanni, G. (2020). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian. Jurnal Pemasaran Kompetitif, 3(2), 12–22. http://dx.doi.org/10.32493/jpkpk.v3i2.4075.
Aziz, A. (2019). Pengaruh Citra Merek dan Kepuasan Konsumen terhadap Loyalitas Konsumen SIM Card Telkomsel (Studi pada Pengguna SIM Card Telkomsel di Ampana Kota). Jurnal Ekonomi Trend, 7(1), 71–82. https://doi.org/10.31970/trend.v7i1.174.
Basmar, E., Purba, B., Nugraha, N. A., Purba, E., Krisnawati, L., Damanik, D., Hariyanti, A. I., Banjarnahor, A. R., Elistia, E., Sahir, S. H., Simanjuntak, M., & Siswanti, I. (2021). Perekonomian & Bisnis Indonesia. Makassar, Indonesia: Yayasan Kita Menulis.
Fatriana, E., Karim, S., & Eka, D. (2016). Pengaruh Brand Image terhadap Keputusan Pembelian Smartphone Android Samsung di Kota Palembang. Jembatan: Jurnal Ilmiah Manajemen, 13(1), 1–8. https://doi.org/10.29259/jmbt.v13i1.4016.
Fera, F., & Pramuditha, C. A. (2021). Pengaruh Kualitas Produk, Harga, Promosi, Citra Merek terhadap Keputusan Pembelian Handphone Xiaomi di Kota Palembang. Publikasi Riset Mahasiswa Manajemen, 3(1), 1–13. https://doi.org/10.35957/prmm.v3i1.
Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Yogyakarta, Indonesia: Deepublish Publisher.
Wulandari, F., & Utama, H. B. (2020). Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Membeli Handphone Realme di Matahari Singosaren Surakarta. Kelola: Journal of Business and Management, 7(1), 88–97.
Hermawan, H. (2015). Analisis Pengaruh Bauran Pemasaran terhadap Keputusan, Kepuasan, dan Loyalitas Konsumen dalam Pembelian Roti Ceria di Jember. Bisma: Jurnal Bisnis dan Manajemen, 1(2), 84–93.
Kotler, P. & Armstrong, G. M. (2016). Principles of Marketing (Sixteenth). Pennsylvania, USA: Prentice-Hall Education, Ltd.
Kotler, P., & Keller, K. L. (2012). Marketing Management. Jakarta, Indonesia: Erlangga.
Mangkunegara, A. P. (2015). Manajemen Sumber Daya Perusahaan. Bandung, Indonesia: PT Remaja Rosdakarya.
Ginting, N. F. H. (2012). Manajemen Pemasaran (Jilid 2). Jakarta, Indonesia: CV Yrama Widya.
Nitisusastro, M. (2012). Perilaku Konsumen dalam Perspektif Kewirausahaan. Bandung, Indonesia: CV Alfabeta.
Noviyanti, I., Sunarsi, D., & Wijoyo, H. (2021). Pengaruh Harga dan Lokasi terhadap Keputusan Pembelian pada Alfamart Cabang Cipondoh. Journal of Economic, Management, Accounting and Technology, 4(1), 43–54. https://doi.org/10.32500/jematech.v4i1.1447.
Siregar, N., & Ovilyani, R. (2017). Analisis Faktor-faktor yang Mempengaruhi Minat Beli Konsumen dalam Menggunakan Indihome sebagai Penyedia Jasa Internet di Kota Medan (Studi Kasus Kantor Plaza Telkom Cabang Iskandar Muda No. 35 Medan Baru). Jurnal Manajemen Tools, 7(1), 65–76.
Paridawati, I., Daulay, M. I., & Amalia, R. (2021). Persepsi Orang Tua terhadap Penggunaan Smarthphone pada Anak Usia Dini di Desa Indrasakti Kecamatan Tapung, Kabupaten Kampar. Journal on Teacher Education, 2(2), 28–34. https://doi.org/10.3100/jote.v2i2.1329.
Nugraha, R. A., Sustiyatik, E., & Andarini, M. (2019). Pengaruh Brand Image dan Harga terhadap Keputusan Pembelian Smartphone Xiaomi di Kota Kediri (Studi Kasus pada Garden Cell Kediri). JIMEK: Jurnal Ilmiah Mahasiswa Ekonomi, 2(2), 281–296. http://dx.doi.org/10.30737/jimek.v2i2.580.
Sherlin, I. (2017). Pengaruh Kualitas Produk dan Citra Merk terhadap Keputusan Pembelian Smartphone Samsung (Studi pada Mahasiswa STIE Sakti Alam Kerinci). Jurnal Benefita, 2(2), 141–149. https://doi.org/10.22216/jbe.v2i2.719
Sugiyono, S. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung, Indonesia: CV Alfabeta.
Gifani, A. & Syahputra, S. (2017). Pengaruh Citra Merek terhadap Keputusan Pembelian Produk Smartphone Oppo pada Mahasiswa Universitas Telkom. Majalah Bisnis dan IPTEK, 10(2), 81–94.
Tjiptono, F. (2008). Strategi Pemasaran (edisi 3). Yogyakarta, Indonesia: Andi Offset.
Oscar, Y., & Keni, K. (2019). Pengaruh Brand Image, Persepsi Harga, dan Service Quality terhadap Keputusan Pembelian Konsumen. Jurnal Muara Ilmu Ekonomi dan Bisnis, 3(1), 20–28. https://doi.org/10.24912/jmieb.v3i1.3300.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with Jurnal Maksipreneur agree to the following terms:
Authors retain copyright and grant the Jurnal Maksipreneur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Maksipreneur.
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 Jurnal Maksipreneur. 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 (See The Effect of Open Access).