PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SWALLOW PADA PT. GARUDA MAS PERKASA
ANDRE MARULITUA PURBA, GHINA AMBARWATI, LIRA GOHANNA ULI BR SIMBOLON (2022) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SWALLOW PADA PT. GARUDA MAS PERKASA , SKRIPSI, UNIVERSITAS PRIMA INDONESIA
ABSTRAK
PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP
KEPUTUSAN PEMBELIAN PRODUK SWALLOW PADA
PT. GARUDA MAS PERKASA
Andre Marulitua Purba, Rahmat Alamsyah Harahap *), Ghina Ambarwati, Lira Gohanna Uli Br Simbolon
Fakultas Ekonomi Jurusan Manajemen
Universitas Prima Indonesia
(*) corresponding author : rahmatalamsyah@yahoo.com
ABSTRAK
PT.Garuda Mas Perkasa adalah perusahaan pembuatan sandal karet merk Swallow. PT.Garuda Mas Perkasa mengolah crumb rubber menjadi produk jadi berupa sandal. Permasalahan citra merek persepsi merek swallow sudah mulai berkurang, sikap orang yang berubah sandal tidak mesti harus merek swallow. Permasalahan harga sandal yang cendrung lebih kompetitif dari merek-merek lain, model desain sandal semakin tinggi. Permasalahan kualitas produk adalah produk yang diproduksi belum menjamin kualitasnya lebih baik, banyak muncul merek lain dipasar, penggunaan teknologi mesin produksi membuat perusahaan lain memproduksi sandal yang lebih handal.
Metode penelitian pendekatan kuantitatif, jenis penelitian deskriptif kuantitatif, sifat penelitian exsplanatory. Metode pengumpulan data wawancara, kuesioner dan studi dokumentasi. Metode analisis adalah regresi linear berganda dengan pengujian asumsi klasik yaitu normalitas, multikolinieritas dan heteroskedastisitas. Populasi penelitian 230 pelanggan, sample dengan simple random sampling yaitu 146 responden dan 30 responden dilakukan pengujian validitas maupun reliabilitas. Metode digunakan deskriptif kuantitatif, sifat penelitian explanatory research.
Kesimpulkan pengaruh citra merek, harga dan kualitas produk secara simultan (uji f) berpengaruh positif terhadap keputusan pembelian Fhitung 111.892 > Ftabel 2.67 dengan sig. 0.000 < 0.05. Secara parsial (uji t) citra merek thitung 0.756 < ttabel 1.655 dan sig. 0.451 > 0.05, harga thitung 3.561 > ttabel 1.655 dan sig. 0.001 < 0.05, kualitas produk thitung 11.223 > ttabel 1.655 dan sig. 0.000 < 0.05. Hasil uji koefisien determinasi Adjusted R Square sebesar 0,696 artinya citra merek, harga dan kualitas produk berpengaruh terhadap keputusan pembelian dengan tingkat 69.6%, sedangkan sisanya 30.4% adalah faktor lain kualitas pelayanan, promosi dan distribusi.
Kata kunci : Citra merek, Harga, Kualitas produk dan Keputusan pembelian
EFFECT OF THE BRAND IMAGE, PRICE, AND PRODYCT QUALITY
ON THE PURCHASING DECISIONS OF SWALLOW PRODUCTS
AT PT. GARUDA MAS PERKASA
Andre Marulitua Purba, Rahmat Alamsyah Harahap *), Ghina Ambarwati, Lira Gohanna Uli Br Simbolon
Faculty of Economics, Department of Management
University of Prima Indonesia
(*) corresponding author : rahmatalamsyah@yahoo.com
ABSTRACT
PT. Garuda Mas Perkasa is a rubber sandal company with the Swallow brand. PT. Garuda Mas Perkasa processes crumb rubber into finished products in the form of sandals. The problem with the brand image were the perception of the Swallow brand has begun to decrease, the attitude of people who sandals does not necessarily have to be the Swallow brand. The problem of the price were that sandals tends to be more competitive than other brands, the design model of sandals was getting higher and higher. The problem with the product quality were the products produced do not guarantee better quality, many other brands appear on the market, the use of production machine technology makes other companies produce more reliable sandals.
The research method is a quantitative approach, the research type is descriptive quantitative, the research nature is explanatory. The methods of collecting data with interviews, questionnaires, and documentation studies. The analysis method is multiple linear regression with classical assumption testing, namely normality, multicolinearity, and heteroscedasticity. The research population was 230 customers, the sample with simple random sampling was 146 respondents and 30 respondents were tested for validity and reliability. The method used is descriptive quantitative, the research nature is explanatory research.
The conclusion of the effect of the brand image, price, and product quality simultaneously (Test F) has a positive effect on purchasing decisions of Fcount 111.892 > Ftable 2.67 with a sig. of 0.000 < 0.05. Partially (ttest) the brand image of tcount 0.756 < ttable 1.655 and a sig. of 0.451 > 0.05, the price of tcount 3.561 > ttable 1.655 and a sig. of 0.001 < 0.05, the product quality of tcount 11.223 > ttable 1.655 and a sig. of 0.000 < 0.05. The results of the determination coefficient test of Adjusted R Square of 0.696, it means that the brand image, price and product quality effect on purchasing decisions with a level of 69.6%, while the remaining 30.4% are other factors of service quality, promotion and distribution.
Key words: Brand image, Price, Product quality, and Purchasing decision
JURNAL
| KATEGORI JURNAL | Jurnal Internasional Bereputasi |
|---|---|
| TAHUN JURNAL | 2022 |
| VOLUME JURNAL | 3 |
| NOMOR JURNAL | 1 |
| NAMA PENERBIT | International Journal of Economic, Technology and Social Sciences (INJECTS) |
| NOMOR ISSN/ISBN | 27752976 |
| LAMAN PENERBIT (URL) | https://jurnal.ceredindonesia.or.id/index.php/injects |
| LAMAN ARTIKEL (URL) | https://jurnal.ceredindonesia.or.id/index.php/injects/article/view/638/692 |