THE INFLUENCE OF PRICE, PROMOTION, LOCATION, AND BRAND IMAGE ON PURCHASE DECISIONS
DOI:
https://doi.org/10.35145/icobima.v1i1.2852Kata Kunci:
Purchase Decision, Price, Location, Brand ImageAbstrak
This study aims to test and analyze the influence of price, promotion, location, and brand image on purchase decision and to test and analyze the influence of price, promotion, location, and brand image simultaneously on purchase decision. The applied research type is a correlation study with quantitative methods. The population of this study was consumers of rumah makan “Warung Budeâ€. The research sample consisted of 50 people, taken with a accidental sampling technique. Data obtained by distributing questionnaires then analyzed using multiple linear regression and hypothesis testing using SPSS version 25. The results of this study are: (1) price partially has an influence on purchase decision, (2) promotion partially has no influence on purchase decision, (3) location partially has an influence on purchase decision, (4) brand image partially has an influence on purchase decision, (5) price, promotion, location, and brand image simultaneously have a influence on purchase decision.
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Referensi
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Wariki, G. M., Mananeke, L., & Alum, H. (2015). The Effect of Promotional Mix, Perception of Price and Location on Purchase Decisions and Consumer Satisfaction at Tamansari Metropolitan Manado Housing. EMBA Journal, 3(2), 1073-1085.
Weenas, J. R. (2013). Product Quality, Price, Promotion and Service Quality Influence on the Purchase Decision of Spring Bed Comforta. Journal Emba, 607-618.
Ananda, R., & Rafida, T. (2016). Introduction to Entrepreneurship. Medan: Perdana Publishing.
Cobb, N. K., Byron, M. J., Abrams, D. B., & Shields, P. G. (2010). Novel Nicotine Delivery Systems and Public Health: The Rise of the “E-Cigaretteâ€. American Journal of Public Health, 100(12), 2340.
Dwiastuti, R., Shinta, A., & Isaskar, R. (2012). Consumer Behavior Science. Malang: UB Press.
Efendi, D. E., Laksono, A. D., & Machfutra, E. D. (2014). Pros and Cons of Cigarette Discourse on Youtube Social Media. Yogyakarta: Kanisius.
Hariyanti, N. T., & Wirapraja, A. (2018). The Influence of Influencer Marketing as a Digital Marketing Strategy for the Modern Era. Executive, 15(1), 133-146.
Hidayat, A. (2019, March 22). The number of e-cigarette users is predicted to increase by one million this year. Taken June 9, 2020, from Kontan.co.id: https://industri.kontan.co.id/news/sum-user-rokok-electric-dipredik-berikut-satu-juta-orang-tahun-ini
Hurriyati, R. (2015). Marketing Mix and Consumer Loyalty. Bandung: Alphabeta.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. Boston: Pearson Education.
Kotler, P., & Keller, K. L. (2012). Marketing Management. New Jersey: Pearson Education.
Lamb, C. (2011). Marketing First Edition. Jakarta: Four Salemba.
Malau, H. (2017). Marketing Management. Bandung: Alphabeta.
Mandey, J. B. (2013). Promotion, Distribution, Price Effect on Surya Promild Cigarette Purchase Decision. EMBA Journal, 1(4), 95-104.
Maulana, H. (2021, 09 15). Unemployment Rate in Batam Increases, this is the Cause. Batam: Kompas.com.
Mongi, L., Mananeke, L., & Repi, A. (2013). Product Quality, Promotional Strategies and Price Their Influence on the Decision to Purchase Telkomsel Simpati Cards in Manado City. EMBA Journal, 1(4), 2336-2346.
Nurhayati, S. (2017). The Influence of Brand Image, Price and Promotion on Purchase Decisions. JBMA, 4(2), 60-69.
Putri, B. R. (2017). Marketing Management. Denpasar: Udayana University.
Rangkuti, F. F. (2010). Brand Equity. Jakarta: Four Salemba.
Rares, A., & Jorie, R. J. (2015). The Influence of Price, Promotion, Location, Brand Image and Product Quality on Consumer Purchase Decisions at Gaoel Workshop Shops Manado Town Square. EMBA Journal, 3(2), 592-604.
Reven, D., & Ferdinand, A. T. (2017). Analysis of the Effect of Product Design, Product Quality, Competitive Prices, and Brand Image on Purchase Decisions (Study on Jakarta Nesty Collection Customers). Diponegoro Journal of Management, 6(3), 1-13.
Riyanto, S., & Hatmawan, A. A. (2020). Research Methods Research Quantitative Research In The Fields Of Management, Engineering, Education And Experiments. Yogyakarta: Budi Utama.
Rumengan, Jemmy, & Idham. (2015). Qualitative and Quantitative Research Methodology. Bandung: Cipta Library Media.
Sangadji, E. M., & Sopiah. (2013). Consumer behavior. Yogyakarta: Andi Offset.
Sari, F. P. (2016). : Volume 5, Number 6, June 2016 The Effect of Brand Image Price And Word Of Mouth on Consumer Purchase Decisions. Journal of Management Science and Research, 5(6), 1-15.
Sari, M., Saidah, D., Wahyuni, E., & Mafrudhoh, L. (2018). Customers' Perception On Promotion And Price Related To Buying Decision (A Case Study At Pt Garuda Indonesia). Conference on Global Research on Sustainable Transport (pp. 176-185). Atlantis Press.
Setiaji, H. (2018, January 9). Graph of the Development of E-Cigarette Sales in the World. Taken June 9, 2020, from CNBC Indonesia: https://www.cnbcindonesia.com/news/20180109133838-4-997/grafik-perkembangan-penjualan-rokok-elektro-di-dunia
Setiyannigrum, A. (2015). Marketing Principles. Yogyakarta: Andi Offset.
Setiyannigrum, A. (2015). Marketing Principles. Yogyakarta: Andi Offset.
Sharifudin, B. O., & Bahron, S. A. (2016). Evaluation of Knowledge, Halal Quality Assurance Practices And Commitment Among Food Industries in Malaysia. British Food Journal, 118(8).
Shinta, A. (2011). Marketing Management. Malang: UB Press.
Sisodiya, P., & Sharma, G. (2018). The Impact Of Marketing Mix Model/Elements On Consumerbuying Behavior: A Study Of Fmcg Products In Jaipur City. International Journal of Technical Research & Science, 3(1), 29-33.
Solihin, D. (2019). Factors Affecting Marketing Performance at PT Prima Ufuk Semesta. Lively, 2(3), 20-26.
Stanton, W. J. (2012). Marketing Principles. Jakarta: Erlangga.
Sudaryono. (2016). Marketing Management Theory and Implementation. Yogyakarta: Andi Offset.
Sugiyono. (2014). Research Methods Quantitative, Qualitative and R & D. Bandung: Alfabeta.
Sugiyono. (2017). Business Research Methods. Bandung: Alphabeta.
Sunyoto, D. (2012). Basic Concepts of Marketing Management Research and Consumer Behavior. Yogyakarta: CAPS.
Tjiptono, F. (2011). Service Marketing. Malang: Bayumedia.
Tjiptono, F. (2012). Marketing strategy. Yogyakarta: Andi Offset.
Tjiptono, F., & Chandra, G. (2017). Strategic Marketing Edition 3. Yogyakarta: Andi Offset.
Utami, C. W. (2010). Retail Management: Strategic Research and Implementation of Modern Research. Jakarta: Four Salemba.
Utami, I. W. (2017). Consumer behavior. Surakarta: CV Pustaka Bengawan.
Wariki, G. M., Mananeke, L., & Alum, H. (2015). The Effect of Promotional Mix, Perception of Price and Location on Purchase Decisions and Consumer Satisfaction at Tamansari Metropolitan Manado Housing. EMBA Journal, 3(2), 1073-1085.
Weenas, J. R. (2013). Product Quality, Price, Promotion and Service Quality Influence on the Purchase Decision of Spring Bed Comforta. Journal Emba, 607-618.
Unduhan
Diterbitkan
2022-11-30
