The Influence of Brand Image and Product Quality on Musical Instrument Purchase Decisions
Keywords:
Product Quality, Brand Image, Buying Decision
Abstract
This study aimed to determine and analyze the effect of brand image and product quality partially or simultaneously on purchasing decisions of musical instruments at the Ansar Musik store in Makassar. The type of research used is quantitative research. The population in this study were all customers who bought at the Ansar Musik Makassar store totaling 263 people. The sample in this study was 72 people determined through the Slovin formula method. This study used primary data collected by distributing questionnaires to all respondents. The data used is descriptive analysis, simple linear regression analysis, and multiple linear regression analysis. The results of this study indicate that either partially or simultaneously, the variable brand image (X1) and product quality (X2) have a positive and significant effect on purchasing decisions of musical instruments at ansar music store Makassar.
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References
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Arief, B. A. N., & Oktafani, F. (2014). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Efek Gitar Merek Behringer Di Tiga Negeri Jalan Soka Bandung. Eproceedings Of Management, 1(3). Https://Openlibrarypublications.Telkomuniversity.Ac.Id/Index.Php/Management/Article/View/3935
Assauri, S. (2011). Manajemen Pemasaran.
Chakraborty, S., & Sheppard, L. (2016). An Explanatory Study On Indian Young Consumers’ Luxury Consumption: The Underlying Relationship Of Interpersonal Influence, Brand Image, Brand Consciousness And Demographic Components With Luxury Brand Purchase Decision. International Journal Of Current Engineering And Technology, 6(2), 622–634. https://inpressco.com/wp-content/uploads/2016/04/Paper42622-6341.pdf
Cuong, D. T. (2021). The Relationship Between Product Quality, Brand Image, Purchase Decision, And Repurchase Intention. International Conference On Emerging Technologies And Intelligent Systems, 533–545. Https://Link.Springer.Com/Chapter/10.1007/978-3-030-82616-1_44
Fatihudin, D., & Firmansyah, A. (2019). Pemasaran Jasa:(Strategi, Mengukur Kepuasan Dan Loyalitas Pelanggan). Deepublish.
Fauzi, F., & Asri, R. (2020). Pengaruh Etnosentrisme, Citra Merek Dan Gaya Hidup Terhadap Keputusan Pembelian Batik (Studi Pada Konsumen Di Wilayah Jakarta Barat). Jurnal Manajemen Pemasaran, 14(2), 86–95. https://doi.org/10.9744/pemasaran.14.2.86-95
Goetsch, D. L., & Davis, S. B. (2002). Pengantar Manajemen Mutu 2. Jakarta: PT. Prenhalindo.
Hakim, L., & Saragih, R. (2019). Pengaruh Citra Merek, Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Npk Mutiara Di Ud. Barelang Tani Jaya Batam. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(2), 37–53. Https://Doi.Org/Https://Doi.Org/10.36987/Ecobi.V6i2.4
Harahap, D. A. (2015). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Di Pajak USU (PAJUS) Medan. Jurnal Keuangan Dan Bisnis, 7(3), 227–242. Https://Osf.Io/2dg3q/Download
Harjuno, P. (2018). Pengaruh Kualitas Produk, Persepsi Harga, Dan Citra Merek Terhadap Keputusan Pembelian Motor Matic Honda Scoopy (Studi Kasus Pada Mahasiswa Universitas Negeri Yogyakarta). Universitas Negeri Yogyakarta. Http://Repository.Stiesia.Ac.Id/Id/Eprint/3386
Hasugian, J. T. M. (2015). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty TELKOMSEL. Ejournal Ilmu Administrasi Bisnis, 3, 923–937. https://ejournal.hi.fisip-unmul.ac.id/site/wp-content/uploads/2015/11/Jurnal%20Jimmi%20Tumpal%20Mangisi%20H%20(11-11-15-05-44-30).pdf
Kertajaya, H. (2007). Markplus On Marketing. Gramedia Pustaka Utama.
Kidane, T. T., & Sharma, R. R. K. (2016). Factors Affecting Consumers’ Purchasing Decision Through Ecommerce. Proceedings Of The 2016 International Conference On Industrial Engineering And Operations Management Kuala Lumpur, Malaysia, 8(10), 159–165. Http://Ieomsociety.Org/Ieom_2016/Pdfs/52.Pdf
Kotler, P., & Armstrong, G. (2010). Principles Of Marketing. Pearson Education.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga, 14.
Kotler, P., & Keller, K. L. (2016). A Framework For Marketing Management. Pearson Boston, MA.
Manap, A. (2016). Revolusi Manajemen Pemasaran.
Prasastiningtyas, T. R., & Djawoto, D. (2016). Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Kartu Seluler. Jurnal Ilmu Dan Riset Manajemen (JIRM), 5(7). Http://Jurnalmahasiswa.Stiesia.Ac.Id/Index.Php/Jirm/Article/Download/852/865
Prawirosentono, S. (2004). Filosofi Baru Tentang Manajemen Mutu Terpadu. Total Quality Manajemen Abad 21 (Studi Dan Kasus). Edisi Kedua. Jakarta: Bumi Aksara.
Ramadayanti, F. (2019). Peran Brand Awereness Terhadap Keputusan Pembelian Produk. Jurnal Studi Manajemen Dan Bisnis, 6(2), 111–116. Https://Doi.Org/Https://Doi.Org/10.21107/Jsmb.V6i2.6690
Riyanto, A., & Paramansyah, A. (2020). Strategi Pemasaran Untuk Meningkatkan Penjualan Beton Siap Pakai (Ready Mix Concrete) Pada PT Semen Indogreen Sentosa Plant Cikarang. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 2(2), 154–166. Https://Doi.Org/Https://Doi.Org/10.47467/Alkharaj.V2i2.110
Saleh, M. (2016). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa Universitas Negeri Makassar. FE. Http://Eprints.Unm.Ac.Id/Id/Eprint/8293
Siregar, J. S., & Widiastuti, E. (2019). Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk Batik Di Danar Hadi Surakarta. Surakarta Management Journal, 1(1), 21–29. Https://Doi.Org/Http://Dx.Doi.Org/10.52429/Smj.V1i1.327
Sunyoto, D., & Admojo, T. (2014). Konsep Dasar Riset Pemasaran Dan Perilaku Konsumen.
Susilo, Y., Wijayanti, E., & Santoso, S. (2021). Penerapan Teknologi Digital Pada Ekonomi Kreatif Pada Bisnis Minuman Boba. Jurnal Ekonomi Manajemen Sistem Informasi, 2(4), 457–468. Https://Doi.Org/Https://Doi.Org/10.31933/Jemsi.V2i4.383
Tjiptono, F. (2019). Strategi Pemasaran.
Widyawati, L. (2015). Pengaruh Pelayanan Dan Harga Terhadap Keputusan Pembelian Smartphone Merek Samsung Pada UD. Surya Phone Di Samarinda. Ejournal Ilmu Administrasi Bisnis, 3(3), 574–586. https://ejournal.hi.fisip-unmul.ac.id/site/wp-content/uploads/2015/08/JURNAL%20GENAP_%202015%20(08-06-15-02-59-18).pdf
Wong, S.-C. (2020). Competency Definitions, Development And Assessment: A Brief Review. International Journal Of Academic Research In Progressive Education And Development, 9(3), 95–114. http://creativecommons.org/licences/by/4.0/legalcode
Published
2022-05-01
How to Cite
Latief, F., Semmaila, B., & Arfah, A. (2022). The Influence of Brand Image and Product Quality on Musical Instrument Purchase Decisions. Point of View Research Management, 3(2), 121-133. Retrieved from https://www.journal.accountingpointofview.id/index.php/POVREMA/article/view/199
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