Brand image, product quality, and price perception on drinking water purchase decision
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Feb 28, 2023
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Abstract
In a hypercompetitive global market, none of the business can survive without support from satisfied customers and loyal customers who buy goods or services. The purpose of this study was to analyze the effect of Brand Image, Product Quality, and Perceived Price on Purchasing Decisions for Sanford Drinking Water. The population of this research is the customers in the cafeteria of PT. Team Metal Indonesia, Batam totaling 112 people. The sample consists of 112 respondents, who were taken by the saturated sampling method. Data analysis using Multiple Regression and Hypothesis Testing. The results of this study concluded that Brand image has a significant effect on purchasing decisions of 0.045, product quality has a significant effect on purchasing decisions of 0.010, and the perceived price has a significant effect on purchasing decisions of 0.000. Brand image, product quality, and perceived price simultaneously influence the decisions purchase of 0.000
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How to Cite
Bangun, R. (2023). Brand image, product quality, and price perception on drinking water purchase decision. Enrichment : Journal of Management, 12(6), 4834-4840. https://doi.org/10.35335/enrichment.v12i6.1059
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Bangun, R., Ratnasari, S. L., & Hakim, L. (2019). The influence of leadership, organization behavior, compensation, and work discipline on employee performance in non-production departments PT. Team Metal Indonesia. Journal of Research in Psychology, 1(4), 13-17.
Bangun, R., Ratnasari, S. L., Yona, M., & Waty, R. (2022). The Effect Of Leadership, Organizational Behavior On Employee Performance, Work Discipline As Intervening Variable. BENING, 9(2), 80-86.
Budiono, A., & Yuliana, A. (2021). PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI PIZZA HUT DELIVERY ARUNDINA CIBUBUR. STEIN eRepository, 16(2), 16-27.
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Desy Irana, Dewi Lubis dan Rahmat Hidayat (2017). Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan. Jurnal Ilham (Online). Vol. 5, No.
Fathoni, A. (2021). PENGARUH HARGA, KUALITAS PRODUK DAN KUALTIAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI UKM LA MANYAR GRESIK.
Firmansyah, Anang. 2018. Consumer Behavior (Attitudes and Marketing). Yogyakarta: Depublish Publisher
Firmansyah, H., Pratiwi, N. I., Hardiyanti, S. E., Ratih, S. D., Muliyani, A., Bangun, R., ... & Sutrisno, G. (2022). KOMUNIKASI BISNIS (SEBUAH TINJAUAN TEORI DAN PRAKTIS).
Hakim, L., & Saragih, R. (2019). Pengaruh Citra Merek, Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Npk Mutiara Di Ud. Barelang Tani Jaya Batam. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(2), 37-53.
Hakim, L., & Susanti, N. (2017). Influence of Customer Relationship Management, Brand Equity, Perceived Product Quality, Perceived Price on Customer Value and Purchase Intention (Studies Philips Light Bulb in Batam). International Journal of Economics and Finance, 9(7), 122-131.
Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: a bibliographic analysis. European Journal of Marketing.
Mansyur, A. I., Ratih, S. D., Bagenda, C., Bangun, R., Nasrin, N., Hilman, Y. A., ... & Rakhman, C. U. (2022). PENDIDIKAN ANTIKORUPSI (MENCIPTAKAN PEMAHAMAN GERAKAN DAN BUDAYA ANTIKORUPSI).
Manurung, S., Hartoto, H., Priantana, R. D., Fuadi, R., Daud, R. M., Nugroho, L., ... & Chania, I. (2022). AKUNTANSI MANAJEMEN.
Nurrochmah, L., Tasya, N., & Nadhifah, N. I. (2022). The Effect of Changes In Price Level, Product Quality, Quality Of Service On Purchase Decisions In Ud. Ghoni Jati Jaya. International Journal of Science, Technology & Management, 3(1), 80-85.
Pahlamalidie, N. (2021). The Effect of Product Quality, Price and Personal Selling on Customer Satisfaction and Loyalty of Herbalife Customers. Open Access Indonesia Journal of Social Sciences, 4(1), 195-204.
Philip Kotler dan Gary Amstrong. (2019). Manajemen Pemasaran. Edisi Ketiga Belas. Jakarta: Erlangga
Philip Kotler dan Kevin Lane Keller. (2019). Manajemen Pemasaran. Edisi Ketiga Belas. Jakarta: Erlangga
Putera, K. B. E., Susanti, N., & Cempena, I. B. (2022). ANALYSIS OF THE EFFECT OF PRICE PERCEPTION, PRODUCT QUALITY, PHYSICAL EVIDENCE ON CONSUMER SATISFACTION AND PURCHASE DECISION ON THE SUMBER JAYA LIVESTOCK GROUP. Indonesian Journal of Multidisciplinary Science, 1(7), 768-778.
Rivaldo, Y., Wibowo, E. A., Hasibuan, R., Anggraini, D., & Arnesih, A. (2021). ANALISIS DAMPAK KESADARAN MEREK, PERSEPSI KUALITAS, DAN ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN. JURNAL MANAJEMEN, ORGANISASI DAN BISNIS (JMOB), 1(2), 149-157.
Tyas, Y. I. W., & Yatiningrum, A. (2021). THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON PURCHASE DECISIONS FOR DAIRY PRODUCTS KRUCIL KRUCIL ARGOPURO PROBOLINGGO. Jurnal Manajemen dan Bisnis, 10(2), 41-54.
Tjiptono, Fandy & Chandra, Georgius. 2019. Service Quality & Customer Satisfaction. Andi Offset Publisher, Yogyakarta
Widjayanti, L., & Suprihhadi, H. (2018). Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian. Jurnal Ilmu dan Riset Manajemen (JIRM), 7(11).