The influence of brand image price and location on product purchase decision on JCo donuts products
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Jun 17, 2023
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Abstract
This study aims to examine Brand Image on purchasing decisions, price on purchasing decisions, and location on purchasing decisions on J.Co Donuts products. Product purchasing decisions are directly influenced by the company's brand image, consumers decide to buy a product based on the price and location of a brand or product. This research uses quantitative methods. Data collection in this study uses questionnaire data and literature studies with a population of customers who have purchased J.Co Donuts. Sampling using nonprobability sampling method with accidental sampling technique with a sample size of 100 respondents who are consumers who have purchased J.Co Donuts products. This research uses SPSS software version 22. To collect data, including observation of the distribution of questionnaires and literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear analysis and hypothesis testing. The findings of the research prove that the brand image variable does not have a significant influence between brand image on purchasing decisions. The price variable has a significant effect on purchasing decisions. The location variable has no significant effect on purchasing decisions.
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How to Cite
Yolanda Yadita Mahmud, & Primaraga Sumantri Indra Wicaksana. (2023). The influence of brand image price and location on product purchase decision on JCo donuts products. Enrichment : Journal of Management, 13(2), 930-937. https://doi.org/10.35335/enrichment.v13i2.1438
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Thoriq Shofwan, Lina Aryani, H. N. (2021). Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy. Excellent, 8(1), 104–115. https://doi.org/10.36587/exc.v8i1.912
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Utami, E., & Nodia, F. (n.d.). J.CO Pastikan Bahan Baku dan Kemasannya Halal. Retrieved November 12, 2021, from https://www.suara.com/lifestyle/2016/05/15/153112/jco-pastikan-
Wijaya, A. P., & Annisa, I. T. (2020). Influence of brand image, brand trust and information product packaging against purchasing decisions. Analisis Bisnis Ekonomi, 18(1), 24–35.
WISATAWAN, N., & USAHA, N. (2017). BAB I PENDAHULUAN 1. Latar Belakang. Sumber, 2009, 1–6. https://www.researchgate.net/profile/Laode_Syarif2/publication/331162548_Kebijakan_Pengembangan_Destinasi_Pariwisata_Dalam_Rangka_Mendorong_Kreativitas_Ekonomi_dan_Inovasi_Masyarakat_Melalui_Festival_Moyo/links/5c69a9c0a6fdcc404eb733bd/Kebijakan-Pengemban
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Berempat, N. (n.d.). Bagaimana J.CO Bisa Besar dan Menyaingi Dunkin’ Donuts. Retrieved October 13, 2022, from https://berempat.com/utama/2947/bagaimana-j-co-bisa-besar-dan-menyaingi-dunkin-donuts/
Cahya, E. V. A. (n.d.). KEPUTUSAN PEMBELIAN SMARTPHONE SONY XPERIA Z SERIES DI COUNTER INSIGHT PLAZA MARINA SURABAYA. 1–15.
Desi, A. T. (n.d.). TRIBUNWIKI: Donut J.CO Ternyata Asli Indonesia, Ini Sejarahnya, dan Gerainya di Makassar - Tribun-timur.com. 2019. Retrieved October 13, 2022, from https://makassar.tribunnews.com/2019/01/14/tribunwiki-donut-jco-ternyata-asli-indonesia-ini-sejarahnya-dan-gerainya-di-makassar
Farisi, S. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian sepatu Adidas pada
mahasiswa Universitas Muhammadiyah Sumatera Utara. Publikasi Ilmiah, 689–705. http://hdl.handle.net/11617/9995
Fatimah, H. N., & Nurtantiono, A. (2022). Pengaruh Citra Merek , Promosi , Harga , dan Kualitas Pelayanan Terhadap Keputusan Pembelian ( Pengguna Aplikasi Shopee ) The Influence of Brand Image , Promotion , Price , and Service Quality on Purchase Decisions ( Shopee Application Users ). Jurnal Sinar Manajemen, 09(1), 106–113.
Ginanjar, M. A., Wahono, B., & Khalikussabir. (2022). Pengaruh harga, Kualitas produk, Lokasi, dan Promosi Terhadap Keputusan Pembelian. E-Jurnal Riset Manajemen, 218–230.
Hidayat, T. (2020). Analisis Pengaruh Produk, Harga, Promosi, Dan Lokasi Terhadap Keputusan Pembelian rumah makan Koki Jody di Magelang. Jurnal Ilmu Manajemem, 17(2), 95–105.
Kambali, I., & Syarifah, A. (2020). PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN ( Studi Kasus di Billionaire Store Bandung ). Ejurnal.Poltekpos.Ac.Id, 10, 1–8. https://ejurnal.poltekpos.ac.id/index.php/promark/article/download/731/549
Kurniawan, H. D. (2018). PENGARUH HARGA, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEUTUSAN PEMBELIAN (Studi kasus pada konsumen jasa JNE Jl. Glagahsari No.62 Yogyakarta). Ekobis Dewantara, 1(4). http://forschungsunion.de/pdf/industrie_4_0_umsetzungsempfehlungen.pdf%0Ahttps://www.dfki.de/fileadmin/user_upload/import/9744_171012-KI-Gipfelpapier-online.pdf%0Ahttps://www.bitkom.org/ sites/default/files/ pdf/Presse/Anhaenge-an-PIs/ 2018/180607 -Bitkom
Lestari, V. E. (2021). 7 Merk Donat Terpopuler di Indonesia, Apa Donat Favoritmu? https://www.cekaja.com/info/merk-donat-terpopuler-di-indonesia
Linda. (2021). Ini Dia 13 Menu Dunkin Donuts Paling Enak dan Favorit. https://keluyuran.com/menu-dunkin-donuts-paling-enak/
Machfiroh, I. S. (2018). Keterkaitan Citra Merek dan Harga terhadap Keputusan Pembelian pada EMAK DI Fried chicken Pelaihari. Jurnal Humaniora Teknologi, 4(1), 25–30. https://doi.org/10.34128/jht.v4i1.43
Nasution, A. E., Putri, L. P., & Lesmana, M. T. (2019). Analisis Pengaruh Harga, Promosi, Kepercayaan dan Karakteristik Konsumen Terhadap Keputusan Pembelian Konsumen Pada 212 Mart di Kota Medan. Proseding Seminar Nasional Kewirausahaan, 1(1), 194–199. http://jurnal.umsu.ac.id/index.php/snk/article/view/3594/3325
Nasution, S. L., Limbong, C. H., & Ramadhan, D. A. (2020). PENGARUH KUALITAS PRODUK, CITRA MEREK, KEPERCAYAAN, KEMUDAHAN, dan HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Survei pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43–53. https://doi.org/10.36987/ecobi.v7i1.1528
Noviyanti, I., & Hayati, F. A. (2019). The Influence of Location and Selling Price on Purchasing Decisions at PT. Gapura Prima Group. PINISI Discretion Review, 2(2), 169–1317. https://doi.org/10.26858/pdr.v3i2.13265
Nurcahyo, B., & Riskayanto, R. (2018). Analisis Dampak Penciptaan Brand Image Dan Aktifitas Word of Mouth (Wom) Pada Penguatan Keputusan Pembelian Produk Fashion. Jurnal Nusantara Aplikasi Manajemen Bisnis, 3(1), 14. https://doi.org/10.29407/nusamba.v3i1.12026
Sari, J. P. I. (2021). Kisah Donat J.Co&coffee yang lahir dari pemilik salon. https://entrepreneur.bisnis.com/read/20210518/265/1394940/kisah-donat-j-co-and-coffee-yang-lahir-dari-pemilik-salon
Surya Bintarti. (2015). Metodelogi Penelitian.
Susanti. (2017). Psikologi Kehamilan. Jakarta: EGC, 24–33.
Thoriq Shofwan, Lina Aryani, H. N. (2021). Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy. Excellent, 8(1), 104–115. https://doi.org/10.36587/exc.v8i1.912
Top Brand Award. (2020). TOKO DONAT FASE 2. https://www.topbrand-award.com/en/2020/06/toko-donat-fase-2-2020/
Utami, E., & Nodia, F. (n.d.). J.CO Pastikan Bahan Baku dan Kemasannya Halal. Retrieved November 12, 2021, from https://www.suara.com/lifestyle/2016/05/15/153112/jco-pastikan-
Wijaya, A. P., & Annisa, I. T. (2020). Influence of brand image, brand trust and information product packaging against purchasing decisions. Analisis Bisnis Ekonomi, 18(1), 24–35.
WISATAWAN, N., & USAHA, N. (2017). BAB I PENDAHULUAN 1. Latar Belakang. Sumber, 2009, 1–6. https://www.researchgate.net/profile/Laode_Syarif2/publication/331162548_Kebijakan_Pengembangan_Destinasi_Pariwisata_Dalam_Rangka_Mendorong_Kreativitas_Ekonomi_dan_Inovasi_Masyarakat_Melalui_Festival_Moyo/links/5c69a9c0a6fdcc404eb733bd/Kebijakan-Pengemban