Pengaruh Persepsi Harga, Citra Merek dan Promosi Terhadap Keputusan Pembelian Produk Belikopi di Merr Pandugo Surabaya

https://doi.org/10.35912/sakman.v3i2.2869
Published: Jan 31, 2024

Abstract:

Purpose: This study aims to explore the influence of price perception, brand image, and promotion on purchasing decisions for Belikopi products at Merr Pandugo Surabaya.

Methodology/approach: The method used in this research is a quantitative research design paradigm with an emphasis on testing research variables using an approach through surveys of respondents who have experienced Belikopi products. Data were analyzed using multiple linear regression techniques and Determination Coefficient Analysis (R2) using the statistical software product version 25, involving 85 respondents who answered the questionnaires on a Likert scale.

Results/findings: In testing the validity of variable dimensions involving 17 items, consisting of price perception, brand image, and promotion variables, on purchasing decisions, the results were proven to be valid because the Rcount value was greater than Rtable. In the simultaneous test or F test, the calculated F value is 51.894 > 2.72, with a significance value of 0.000 < 0.05; therefore, Ha is accepted and Ho is rejected. Thus, it can be concluded that together price perception, brand image and promotion have a significant influence on purchasing decisions.

Limitations: This research only focused on Merr Pandugo Surabaya, and the findings may not be generalizable to other locations or contexts. In addition, external factors, such as economic conditions and cultural influences, have not been explored in depth and may influence consumer behavior.

Contribution: This study contributes to the existing literature on consumer behavior and marketing by providing a detailed analysis of the factors that influence purchasing decisions for belikopi products in certain locations.

Keywords:
1. Price Perception
2. Brand image
3. Promotion
4. purchase decision
Authors:
1 . Yayang Pitino
2 . Nanis Susanti
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How to Cite
Pitino, Y., & Susanti, N. (2024). Pengaruh Persepsi Harga, Citra Merek dan Promosi Terhadap Keputusan Pembelian Produk Belikopi di Merr Pandugo Surabaya . Studi Akuntansi, Keuangan, Dan Manajemen, 3(2), 131–142. https://doi.org/10.35912/sakman.v3i2.2869
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Issue & Section
Vol. 3 No. 2 (2024): Januari
Articles
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References

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  1. Ani, J., Lumanauw, B., & Tampenawas, J. L. (2021). Pengaruh Citra Merek, Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada E-Commerce Tokopedia di Kota Manado. Jurnal Emba, 663-674.
  2. Anwar, M., & Andrean, D. (2020). The Effect of Perceived Quality Produk, Brand Image, And Price Perception on Purchase Decision. Atlantis Press International Conference on Sustainable Innovation , 78-82.
  3. Ferdinand, Augusty. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk skripsi, Tesis dan Disertasi Ilmu Manajemen. Semarang: Universitas Diponegoro.
  4. Hery, A. (2022). Pengantar Bisnis. Bandung: Yrama Widya.
  5. Indrasena, R. W., & Budiarti, A. (2022). Pengaruh Kualitas Pelayanan, Harga dan Promosi Tehadap Keputusan Pembelian Pada Shopee Food. Jurnal Ilmu dan Riset Manajemen, 1-15.
  6. Kasmir. (2022). Pengantar Metodologi Penelitian. Depok: Pt RajaGrafindo Persada.
  7. Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management. London: Pearson Education Limited.
  8. Kotler, P., & Keller, K. L. (2016). Marketing Management. England: Pearson Education Limited.
  9. Keller, K. L., & Swarminathan, V. (2020). Strategic Brand Management Building, Measuring and Managing Brand Equaity. United States of America: pearson.
  10. Laisina, N. J., & Fairliantina, E. (2022). Pengaruh kualitas produk, persepsi harga dan brand image terhadap keputusan membeli di kopi kenangan pasar minggu. Jurnal Ilmiah Multidisiplin, 180-189.
  11. Lestiowati, R. (2018). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Vario. JURNAL ADMINISTRASI DAN KEBIJAKAN PUBLIK, 8(2), 81-104.
  12. Maulana, Y. S., & Marista, M. (September 2021). The Effect of Brand Image and Brand Trust on Oppo Cellphones Purchasing Decisions In Banjar City . Jurnal Manajemen Bisnis Vol. 8, No. 2 , 214-225.
  13. Pardede, R., & Haryadi, T. Y. (2017). Pengaruh Persepsi Harga dan Kualitas Produk Terhadap keputusan Pembelian Konsumen yang Dimediasi Kepuasan Konsumen. Journal of Business & Applied Management, 10(1).
  14. Rahmawati, E. D. (2023). Manajemen Pemasaran. Yogyakarta: Pustaka Baru Press.
  15. Sangadji, E. M., & Sopiah. (2013). Perilaku Konsumen. Yogyakarta: Andi.
  16. Senduk, I. F., Tulung, J. E., & Arie, F. V. (2021). The Effect Of Brand Image, Price Perception and Promotion On Purchase Decision At Pizza Hut in Manado. Jurnal Emba, 1134-1143.
  17. Swarjana, I. (2022). Konsep Pengetahuan, Sikap, Perilaku, Perspsi, Stres, Kecemasan, Nyeri, Dukungan Sosial, Kepatuhan, Motivasi, Kepuasan, Pandemi Covid-19, Akses Layanan Kesehatan. Yogyakarta: Andi.
  18. Wulansari, O. A., & Hayuningtias, K. A. (2023). Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek Terhadap Keputusan Pembelian Produk Maybelline Super Stay Matte Ink di Kota Semarang. Jurnal Manajemen dan Sains, 241-247.