The Effect of Product Quality and Promotional Activities on Purchasing Decisions Mediated by The Price of Bear Brand Milk Drink Products During The Covid-19 Pandemic
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May 31, 2022
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Abstract
The purpose of this study is to examine and determine the influence of promotion and product quality on purchasing decisions with price mediation on Bear Brand products. In this survey, there were 75 consumer respondents who were sampled. The data analysis test in this study was carried out using the Smart PLS program, the analysis technique in this scientific paper uses the SmartPLS 3.3.3 program. The results showed that: (1) price has a positive and significant effect on purchasing decisions; (2) product quality has a positive and significant effect on price; (3) promotion also has a positive and significant influence on the price.
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How to Cite
-, S. B., Ergo Nurpatria Kurniawan, Fendy Manunggal W, & M. Alwi. (2022). The Effect of Product Quality and Promotional Activities on Purchasing Decisions Mediated by The Price of Bear Brand Milk Drink Products During The Covid-19 Pandemic. Enrichment : Journal of Management, 12(2), 2269-2273. https://doi.org/10.35335/enrichment.v12i2.561
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Sari, D. M. F. P. (2018). Brand Image dan Brand Awareness terhadap Customer Loyalty. Jurnal Ilmiah Manajemen & Bisnis, 3(1), 14–24. http://journal.undiknas.ac.id/index.php/manajemen/article/view/2107
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Swasta, 2009:147,”pengaruh produk, harga, promosi dan tempat terhadap keputusan pembelian mobil di pt. Astra international tbk malalayang”: Jurnal EMBA Vol.4 No.1 Maret 2016, Hal. 472-483
Yoon, S., Oh, S., Song, S., Kim, K. K., & Kim, Y. (2014). Higher quality or lower price? How valueincreasingpromotions affect retailer reputation via perceived value. Journal of Business Research, 67(10), 2088–2096
Cardia, D. I. N. R., Santika, I. W., & Respati, N. N. R. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen Universitas Udayana, 8(11), 6762.
https://doi.org/10.24843/ejmunud.2019.v08.i11.p19
Christy Jacklin Gerung, (2017). “PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL NISSAN X-TRAIL PADA PT. WAHANA WIRAWAN MANADO” Jurnal EMBA Vol.5 No.2 Juni 2017, Hal. 2221 – 2229 ISSN 2303-1174
Jiani, W. (2017). Analysis on the Current Situation and Development Problem of China’s Sponge City Construction – Case Study on Ningbo Yaojiang-Cicheng Pilot Area. Saudi Journal of Humanities and Social Sciences, 2(7), 572–577
Justin Beneka. (2013). “The influence of perceived product quality, relative price and risk on customer value and willingnesso buy: a study of private label merchandise”. Terbit di Journal of Product & Brand Management, © Emerald Publishing Limited, Vol. 22 Issue: 3, pp.218-228
Kotler dan Amstrong, 2012:52, “pengaruh kualitas produk, harga, promosi dan brand image terhadap keputusan pembelian produk aqua” jurnal stie semarang, VOL 8, NO 2, Edisi Juni 2016 (ISSN:2252-826)
Kotler & Amstrong, 2013 “the effect of promotion and price on purchase decision” Universitas Pamulang indonesia,Jurnal Manajemen dan Bisnis Vol. 4 No. 2/ Agustus 2020 ISSN 2579-4892 print/ ISSN 2655-8327
Lee, F. S. J. (2013). Hospitality Products and the Consumer Price–Perceived Quality Heuristic: AnEmpirical Perspective. Services Marketing Quarterly,34(3),205–214.
Lopiyoadi. (2008). Pengaruh Citra Merek, Harga dan Kualitas ProdukTerhadap Keputusan Pembelian Handphone Merek Xiomi Di kota Langsa. Jurnal Manajeman dan Keuangan, Vol, 6. No.1, 2017, ISSN:2252-844X
Muhammad Rifai Kurnia,2016, “Pengaruh Merek, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Peralatan Olahraga Tenis Meja Oke Sport Di Kecamatan Wonosari” Jurnal Bisnis dan Ekonomi (JBE), Maret 2016, Hal. 33 – 42 Vol. 24, No. 1 33 ISSN: 1412-312633
Rahman, H. A., & Sitio, A. (2020). the Effect of Promotion and Product Quality Through Purchase Decision on the Customer Satisfaction of Bohemian Project.Id Products. International Journal of Engineering Technologies and Management Research, 6(1), 55–72. https://doi.org/10.29121/ijetmr.v6.i1.2019.346
Sari, D. M. F. P. (2018). Brand Image dan Brand Awareness terhadap Customer Loyalty. Jurnal Ilmiah Manajemen & Bisnis, 3(1), 14–24. http://journal.undiknas.ac.id/index.php/manajemen/article/view/2107
Simamora, 2000 “Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Handphone Samsung Di Yogyakarta”: JBMA–Vol.IV,No. 2, September 2017 ISSN : 2252-5483
Sugiyono 2017, “Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan” Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol. 4, No. 1 Februari 2019:37-44P-ISSN 2527–7502E ISSN 25812165
Sumiati dan Deni Gea, (2021), PENGARUH HARGA, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK OBAT BERMEREK PADA PT. BERNOFARM”, Jurnal Manajemen Universitas Bung Hatta, Vol 16,No.1, Januari 2021ISSN : 1907-6576(print)ISSN:2615- 5370
Suri Amilia Fakultas Ekonomi, Tahun 2017. “Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa”. Terbit di JURNAL MANAJEMEN DAN KEUANGAN, VOL.6, NO.1, Hal-660-669 ISSN 2252-844X
Swasta, 2009:147,”pengaruh produk, harga, promosi dan tempat terhadap keputusan pembelian mobil di pt. Astra international tbk malalayang”: Jurnal EMBA Vol.4 No.1 Maret 2016, Hal. 472-483
Yoon, S., Oh, S., Song, S., Kim, K. K., & Kim, Y. (2014). Higher quality or lower price? How valueincreasingpromotions affect retailer reputation via perceived value. Journal of Business Research, 67(10), 2088–2096