Pengaruh Kualitas Produk, Citra Merek, Dan Persepsi Harga Terhadap Kepuasan Konsumen Smartphone Iphone Melalui Keputusan Pembelian Sebagai Variabel Intervening
DOI:
https://doi.org/10.47065/arbitrase.v3i2.544Keywords:
Product Quality; Brand Image; Price Perception; Purchase Decision; Consumer SatisfactionAbstract
This research is motivated by competition for Smartphone products which are one of the drivers of digital-based community activities. With so many new smartphones that have sprung up, it forms a competition between smartphone manufacturers to become the market leader and achieve a company's desire and profit. The purpose of this study was to determine the effect of product quality, brand image, and price on consumer satisfaction with purchasing decisions as an intervening variable. This research includes the type of associative research and quantitative approach. The data used in this study is primary data obtained by distributing questionnaires to consumers who have used or are currently using an Iphone smartphone. The sampling technique used non-probability sampling technique with purposive sampling method obtained a total sample of 100 people. The test stages carried out are validity test, reliability test, normality, multicollinearity, heteroscedasticity, coefficient of determination test, f test, t test and the data analysis technique used to answer the hypothesis is path analysis. The testing tool used is SPSS 25. The results of this study indicate that there is a positive and significant effect on the variables of Product Quality, Price, and Purchase Decision on Consumer Satisfaction, while the Brand Image variable has no significant effect on Consumer Satisfaction. Then there is a positive and significant influence on the Product Quality and Price variables on Purchase Decisions, while Brand Image does not have a significant effect on Purchase Decisions. And there is a positive and significant influence on the variables of Product Quality, Brand Image, and Price on Consumer Satisfaction through Purchase Decisions on Iphone Smartphones.
Downloads
References
Erlin Iriani dan Nur Aida. 2019. Moderasi Citra Merek Atas Pengaruh Harga Produk dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Smartphone Xiaomi. Jurnal Akuntansi dan Manajemen. Volume 4 No. 5 : Hal. 8-19.
Garvin, D. A. 1987. Managing Quality. New York: The Free Press.
Kotler, Philip. 2016. Dasar-Dasar Pemasaran. Jakarta: Bumi Aksara.
Kotler, Phillip dan Kevin Lane Keller. 2016. Manajemen Pemasaran edisi 12 Jilid 1 & 2. Jakarta: PT. Indeks.
Kotler, Philip, Keller Lane Kevin. 2012. Manajemen Pemasaran. Edisi ke Empat Belass Jilid satu, Jakarta: PT Indeks,
Kotler, Philip dan Gary Amstrong. 2016. Prinsip-prinsip Pemasaran. Edisi13. Jilid 1. Jakarta : Erlangga.
Mulyati, I. 2018. Pengaruh Harga, Iklan, Kualitas Produk terhadap Keputusan Pembelian Smartphone Oppo. Skripsi. IAIN Batusangkar : Sumatera Barat.
Prabowo, D. Y. 2020. Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Smartphone Advan. Skripsi. Malang : Universitas Muhamadiyah Malang.
Putu S, A, D dan Ni W, S, S. (2018). Membangun Loyalitas Pelanggan Melalui Kepuasan yang Dipengaruhi oleh Kualitas Produk, Persepsi Harga dan Citra Merek (Studi pada Produk Smartphone Merek Oppo). Jurnal Manajemen. Volume 2 No. 2: Hal. 87-98.
Sujarweni, W., 2015. SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.
Tjiptono, Fandy. 2016. Strategi Pemasaran. Yogyakarta: ANDI.
Werdiasih, A. 2019. Pengaruh Citra Merk, Kualitas Produk dan Harga Terhadap Keputusan Pembelian pada Produk Smartphone VIVO. Skripsi. Cilacap : Muhammadiyah
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Pengaruh Kualitas Produk, Citra Merek, Dan Persepsi Harga Terhadap Kepuasan Konsumen Smartphone Iphone Melalui Keputusan Pembelian Sebagai Variabel Intervening
ARTICLE HISTORY
Issue
Section
Copyright (c) 2022 Naufal Mubarak, Sri Murtiasih
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- 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 this journal.
- 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 (Refer to The Effect of Open Access).