INFLUENCE ON PRODUCT QUALITY BUYING DECISIONS THROUGH BRAND IMAGES AT PT. ASSA BELAWAN
Abstract
This research is motivated by a decrease in the volume of fish sales at PT. Assa Belawan from 2016 to 2020. This decline has resulted in the emergence of new competitors who produce similar products so some buyers switch to competing products. This study aims to identify, describe and analyze the problem of how product quality influences purchasing decisions through brand image (brand image). The research method used in this study is a quantitative method technique by taking samples by Non-Probability Sampling, amounting to 53 respondents. The data analysis technique used is multiple regression analysis which was previously tested with classical assumptions. The results showed that there was a direct positive and significant influence between product quality (X) on the brand image (Z) with the relationship Z = 0.8563X + e 1. Based on path analysis there was a positive and significant effect between product quality (X) on decision purchase (Y) through Brand image (Z) with the relationship Y = 0.4041X + 0.4527Z + e2. Based on the value of the determination of the relationship between the effect of product quality on the brand image can be explained by 73.33% and the rest can be explained by other variables.
References
Alma Buchari. (2013). Manajemen Pemasaran Dan Pemasaran Jasa. Edisi Revisi. Alfabeta.
Amalia, W. H. H. E. H. S. R. A. D. P. A. F. (2022). Memahami Keputusan Pembelian Sikap Konsumen dalam Melakukan Trading Forex. Global Aksara Pres.
Aqsa, Y. H. M. R. M. (2022). Green Product and Consumer Buying Interest to Customer Satisfaction ( Study on Customers of The Icon Cafe Palopo City ). Mantik, 5(36), 2275–2279.
Asniwati, F. L. (2020). Utilitarian Shopping Motives and Reference Groups on Online Fashion Product Purchase Decisions. Jurnal Economic Resources, 4(1), 62–68.
Assauri, S. (2012). Strategic Marketing : Sustaining Lifetime Custumer Value. rajawali pers.
Banuari, N. S. P. P. A. T. E. N. R. A. D. S. O. P. E. M. T. A. H. N. M. B. G. A. R. M. A. D. P. N. (2023). Bisnis Dasar Dan Etika Dalam Berbisnis. MTU Press.
Bhastary, S. E. H. S. M. A. S. C. M. D. (2021). The Role Of Quality, Promotion And Trust In Purchase Decisions At PT. Weedo Niaga Global. International Journal of Science, Technology & Management, 2(3), 890–894. https://doi.org/10.46729/ijstm.v2i3.132
Chaniago, F. A. A. F. E. H. S. R. S. S. (2019). Relevansi antara Kualitas Pelayanan dan Fasilitas Produk dengan Tarif (Biaya Tol) sebagai Alternatif Pendukung untuk Kepuasan Pengguna Jalan Tol. CV. Adanu Abimata.
Daulay, N. S. Z. R. (2021). Memaksimumkan Brand Loyalty , Brand Trust Dan Brand Image Melalui Satisfaction. Ekuivalensi, 7(1), 38–47.
Fadli, A. (2020). Pengaruh Lokasi Dan Fasilitas Pendidikan Terhadap Keputusan Memilih Sekolah Pada SMK Swasta Teladan Sumut 1. Prosiding Seminar Nasional Multidisiplin Ilmu Universitas Asahan Ke-4, September, 628–636.
Fadli, A., Syahlina, M., Amelia, R., Ningsih, S., & Affiah, H. (2022). The Influence of Price and Product Quality on Purchase Decisions at Meimei Plaza Marelan. 11(2), 1040–1045.
Fadli, N. M. F. A. S. D. N. R. A. (2022). Survive amidst the Competition of Private Maximizing Brand Image and Interest in Studying Universities by. Al-Ishlah: Jurnal Pendidikan, 14(3), 3317–3328. https://doi.org/10.35445/alishlah.v14i3.2037
Fadli, N. M. Z. F. A. (2020). Analysis Of Impact Factors On College Decisions On Private College Lecture In Medan City. International Journal of Business and Management Invention (IJBMI), 9(3), 18–24.
Fandy Tjiptono. (2013). Manajemen Pelayanan Jasa. Andi.
Hou, A. (2021). Pengaruh Aribut Produk Dan Brand Awareness Terhadap Keputusan Pembelian. Ekuiv, 7(2), 345–356.
Keller, P. K. K. L. (2016). Manajemen Pemasaran Edisi 12. Erlangga.
Kotler, P. (2009). Marketing management: A south Asian perspective. Pearson Education India.
Kotler, P., & Amstrong, G. (2012). Principle of Merketing (G. Edition (ed.); 14 Edition).
Lubis, I. L. S. C. N. Z. F. Z. R. D. D. S. (2020). The Role of Switching Barrier to Become Intervening Variables between Brand Image and Trust on User Loyalty Halal Labeled Cosmetics. International Journal of Advanced Science and Technology, 29(3), 13352–13359.
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa Teori Dan Praktik. Salemba Empat.
Najib, Z. A. L. S. A. U. S. M. (2020). The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University. Journal of Consumer Sciences, 05(02), 139–156. https://doi.org/10.29244/jcs.5.2.139-156
Nasib, A. F. (2019). Konsep Intisari Strategi pemasaran. CV. Pena Persada.
Nasib, B. (2019). Pengaruh Brand Awareness dan Loyalitas Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha Matic. Jurnal Manajemen Dan Keuangan, 8(1), 34–42.
Nasib, E. H. S. (2020). The Decision of Choosing Course in the Era of Covid 19 through the Telemarketing Program , Personal Selling and College Image. Budapest International Research and Critics Institute-Journal, 3(4), 2843–2850.
Nasib, M. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277–288. https://doi.org/10.33019/society.v9i1.303
Nasib, P. P. D. M. H. (2020). Improving Consumers Purchasing Decisions On CV. Nagasakti Mandiri Electronic. International Journal of Research and Review, 7(July), 435–442.
Nasib, S. (2021). Meningkatkan Keputusan Pembelian Melalui Kualitas Produk, Promosi dan Kepercayaan pada PT. Weedo Niaga Global. Ekuivalensi, 7(1), 48–57.
Nasib, T. A. S. M. I. P. S. A. S. C. (2021). Increasing Vocational Education Decisions Through Social Media , and Price Reduction Through Brand Trusts. Proceedings of the 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020), 560(Acbleti 2020), 390–395.
Nofriza, S. T. H. S. N. B. (2022). The Effect of Market Orientation and Product Innovation on Performance-Mediated Competitive Advantage Marketing ( Case Study of MSME Boutiq Women in Medan Market Center ). International Journal of Applied Finance and Business Studies, 10(1), 23–30.
Novirsari, E., & Tricom, S. (2019). Pengaruh Diskon Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Pada PT. Himalaya Drug Company. Emma Novirsari, 12(2), 101–111.
Novirsari, N. D. T. E. (202 C.E.). Perilaku Konsumen dan Pemasaran Perguruan Tinggi Swasta. In Jurnal Ilmu Pendidikan. Pena Persada. http://www.surabaya.go.id/dinamis/?id=743
Pranata, E. N. S. P. (2021). The Role of Brand Trust in Mediating Brand Image Towards Loyalty of Visitors in Lake Toba. Journal of Sosial Science, 2(5), 610–615. https://doi.org/10.46799/jss.v2i5.208
Pribadi, D. T. S. M. F. M. D. F. T. A. (2021). The Influence Of Product Innovation And Price On Customer Satisfaction In Halodoc Health Application Services During COVID-19 (Survey of HaloDoc App Users in Bandung In 2021). Turkish Journal of Computer and Mathematics Education, 12(8), 1716–1722.
Purwadi, N. K. W. D. (2021). Service Quality and Brand Image Influence on the Purchase Decision of Coffee Shop Products in Yogyakarta Service Quality and Brand Image Influence on the Purchase Decision of Coffee Shop Products in Yogyakarta. 3rd International Conference on Food Science and Engineering, 1–4. https://doi.org/10.1088/1755-1315/828/1/012060
Qomariah, Y. G. W. R. H. W. N. (2021). Impact of Price, Product Quality, and Promotion on Consumer Satisfaction in Cosmetics and Skincare. Journal of Economics, Finance and Management Studies, 04(07), 978–986. https://doi.org/10.47191/jefms/v4-i7-11
Sari, N. S. E. E. (2020). Konsep Intisari Strategi Pemasaran Lanjutan (Issue December 2019). CV. Pena Persada.
Siregar, A. H. D. (2021). The Decision To Revisit Coffee Drinking Is Seen From The Lifestyle And Attributes Of Coffee Through The Brand Image. International Journal Of Science, Technology & Management, 2(1), 13–19.
Siregar, J. Z. L. I. E. A. F. N. M. R. A. M. P. A. (2022). The Effect of Product Quality Perceptions on Purchasing Decision of TSP 36 Fertilizer : Consumer Knowledge and Reference Group as Mediating Variable. International Journal of Chemical and Biochemical Sciences, 22, 119–126.
Sitio, H. A. R. 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
Sugiyono. (2015). Metode Penelitian Kuantitatif kualitatif R&D (Bandung).
Sutisna. (2012). Perilaku Konsumen Dan Komunikasi Pemasaran Edisi Kedua. Remaja Rosdakarya.
Syaifullah, N. D. T. (2021). Perilaku Konsumen (Studi Dalam Pemilihan Perguruan Tinggi). Nuta Media.
Tambunan, A. F. P. A. C. E. N. F. A. D. (2022). Memahami Keputusan Pembelian Kopi Konsumen. Global Aksara Pres.
Tambunan, D. (2019). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Harga Terhadap Kepuasan Pelanggan Pada Pt. Mitra Adi Perkasa Medan. Bisman Info, 6(1), 903–910.
Amalia, W. H. H. E. H. S. R. A. D. P. A. F. (2022). Memahami Keputusan Pembelian Sikap Konsumen dalam Melakukan Trading Forex. Global Aksara Pres.
Aqsa, Y. H. M. R. M. (2022). Green Product and Consumer Buying Interest to Customer Satisfaction ( Study on Customers of The Icon Cafe Palopo City ). Mantik, 5(36), 2275–2279.
Asniwati, F. L. (2020). Utilitarian Shopping Motives and Reference Groups on Online Fashion Product Purchase Decisions. Jurnal Economic Resources, 4(1), 62–68.
Assauri, S. (2012). Strategic Marketing : Sustaining Lifetime Custumer Value. rajawali pers.
Banuari, N. S. P. P. A. T. E. N. R. A. D. S. O. P. E. M. T. A. H. N. M. B. G. A. R. M. A. D. P. N. (2023). Bisnis Dasar Dan Etika Dalam Berbisnis. MTU Press.
Bhastary, S. E. H. S. M. A. S. C. M. D. (2021). The Role Of Quality, Promotion And Trust In Purchase Decisions At PT. Weedo Niaga Global. International Journal of Science, Technology & Management, 2(3), 890–894. https://doi.org/10.46729/ijstm.v2i3.132
Chaniago, F. A. A. F. E. H. S. R. S. S. (2019). Relevansi antara Kualitas Pelayanan dan Fasilitas Produk dengan Tarif (Biaya Tol) sebagai Alternatif Pendukung untuk Kepuasan Pengguna Jalan Tol. CV. Adanu Abimata.
Daulay, N. S. Z. R. (2021). Memaksimumkan Brand Loyalty , Brand Trust Dan Brand Image Melalui Satisfaction. Ekuivalensi, 7(1), 38–47.
Fadli, A. (2020). Pengaruh Lokasi Dan Fasilitas Pendidikan Terhadap Keputusan Memilih Sekolah Pada SMK Swasta Teladan Sumut 1. Prosiding Seminar Nasional Multidisiplin Ilmu Universitas Asahan Ke-4, September, 628–636.
Fadli, A., Syahlina, M., Amelia, R., Ningsih, S., & Affiah, H. (2022). The Influence of Price and Product Quality on Purchase Decisions at Meimei Plaza Marelan. 11(2), 1040–1045.
Fadli, N. M. F. A. S. D. N. R. A. (2022). Survive amidst the Competition of Private Maximizing Brand Image and Interest in Studying Universities by. Al-Ishlah: Jurnal Pendidikan, 14(3), 3317–3328. https://doi.org/10.35445/alishlah.v14i3.2037
Fadli, N. M. Z. F. A. (2020). Analysis Of Impact Factors On College Decisions On Private College Lecture In Medan City. International Journal of Business and Management Invention (IJBMI), 9(3), 18–24.
Fandy Tjiptono. (2013). Manajemen Pelayanan Jasa. Andi.
Hou, A. (2021). Pengaruh Aribut Produk Dan Brand Awareness Terhadap Keputusan Pembelian. Ekuiv, 7(2), 345–356.
Keller, P. K. K. L. (2016). Manajemen Pemasaran Edisi 12. Erlangga.
Kotler, P. (2009). Marketing management: A south Asian perspective. Pearson Education India.
Kotler, P., & Amstrong, G. (2012). Principle of Merketing (G. Edition (ed.); 14 Edition).
Lubis, I. L. S. C. N. Z. F. Z. R. D. D. S. (2020). The Role of Switching Barrier to Become Intervening Variables between Brand Image and Trust on User Loyalty Halal Labeled Cosmetics. International Journal of Advanced Science and Technology, 29(3), 13352–13359.
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa Teori Dan Praktik. Salemba Empat.
Najib, Z. A. L. S. A. U. S. M. (2020). The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University. Journal of Consumer Sciences, 05(02), 139–156. https://doi.org/10.29244/jcs.5.2.139-156
Nasib, A. F. (2019). Konsep Intisari Strategi pemasaran. CV. Pena Persada.
Nasib, B. (2019). Pengaruh Brand Awareness dan Loyalitas Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha Matic. Jurnal Manajemen Dan Keuangan, 8(1), 34–42.
Nasib, E. H. S. (2020). The Decision of Choosing Course in the Era of Covid 19 through the Telemarketing Program , Personal Selling and College Image. Budapest International Research and Critics Institute-Journal, 3(4), 2843–2850.
Nasib, M. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277–288. https://doi.org/10.33019/society.v9i1.303
Nasib, P. P. D. M. H. (2020). Improving Consumers Purchasing Decisions On CV. Nagasakti Mandiri Electronic. International Journal of Research and Review, 7(July), 435–442.
Nasib, S. (2021). Meningkatkan Keputusan Pembelian Melalui Kualitas Produk, Promosi dan Kepercayaan pada PT. Weedo Niaga Global. Ekuivalensi, 7(1), 48–57.
Nasib, T. A. S. M. I. P. S. A. S. C. (2021). Increasing Vocational Education Decisions Through Social Media , and Price Reduction Through Brand Trusts. Proceedings of the 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020), 560(Acbleti 2020), 390–395.
Nofriza, S. T. H. S. N. B. (2022). The Effect of Market Orientation and Product Innovation on Performance-Mediated Competitive Advantage Marketing ( Case Study of MSME Boutiq Women in Medan Market Center ). International Journal of Applied Finance and Business Studies, 10(1), 23–30.
Novirsari, E., & Tricom, S. (2019). Pengaruh Diskon Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Pada PT. Himalaya Drug Company. Emma Novirsari, 12(2), 101–111.
Novirsari, N. D. T. E. (202 C.E.). Perilaku Konsumen dan Pemasaran Perguruan Tinggi Swasta. In Jurnal Ilmu Pendidikan. Pena Persada. http://www.surabaya.go.id/dinamis/?id=743
Pranata, E. N. S. P. (2021). The Role of Brand Trust in Mediating Brand Image Towards Loyalty of Visitors in Lake Toba. Journal of Sosial Science, 2(5), 610–615. https://doi.org/10.46799/jss.v2i5.208
Pribadi, D. T. S. M. F. M. D. F. T. A. (2021). The Influence Of Product Innovation And Price On Customer Satisfaction In Halodoc Health Application Services During COVID-19 (Survey of HaloDoc App Users in Bandung In 2021). Turkish Journal of Computer and Mathematics Education, 12(8), 1716–1722.
Purwadi, N. K. W. D. (2021). Service Quality and Brand Image Influence on the Purchase Decision of Coffee Shop Products in Yogyakarta Service Quality and Brand Image Influence on the Purchase Decision of Coffee Shop Products in Yogyakarta. 3rd International Conference on Food Science and Engineering, 1–4. https://doi.org/10.1088/1755-1315/828/1/012060
Qomariah, Y. G. W. R. H. W. N. (2021). Impact of Price, Product Quality, and Promotion on Consumer Satisfaction in Cosmetics and Skincare. Journal of Economics, Finance and Management Studies, 04(07), 978–986. https://doi.org/10.47191/jefms/v4-i7-11
Sari, N. S. E. E. (2020). Konsep Intisari Strategi Pemasaran Lanjutan (Issue December 2019). CV. Pena Persada.
Siregar, A. H. D. (2021). The Decision To Revisit Coffee Drinking Is Seen From The Lifestyle And Attributes Of Coffee Through The Brand Image. International Journal Of Science, Technology & Management, 2(1), 13–19.
Siregar, J. Z. L. I. E. A. F. N. M. R. A. M. P. A. (2022). The Effect of Product Quality Perceptions on Purchasing Decision of TSP 36 Fertilizer : Consumer Knowledge and Reference Group as Mediating Variable. International Journal of Chemical and Biochemical Sciences, 22, 119–126.
Sitio, H. A. R. 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
Sugiyono. (2015). Metode Penelitian Kuantitatif kualitatif R&D (Bandung).
Sutisna. (2012). Perilaku Konsumen Dan Komunikasi Pemasaran Edisi Kedua. Remaja Rosdakarya.
Syaifullah, N. D. T. (2021). Perilaku Konsumen (Studi Dalam Pemilihan Perguruan Tinggi). Nuta Media.
Tambunan, A. F. P. A. C. E. N. F. A. D. (2022). Memahami Keputusan Pembelian Kopi Konsumen. Global Aksara Pres.
Tambunan, D. (2019). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Harga Terhadap Kepuasan Pelanggan Pada Pt. Mitra Adi Perkasa Medan. Bisman Info, 6(1), 903–910.
Published
2022-08-31
How to Cite
SARI, Nindya et al.
INFLUENCE ON PRODUCT QUALITY BUYING DECISIONS THROUGH BRAND IMAGES AT PT. ASSA BELAWAN.
Proceeding International Conference Keputeraan Prof. H. Kadirun Yahya, [S.l.], v. 1, n. 1, p. 385-395, aug. 2022.
ISSN 2961-7960.
Available at: <https://jurnal.pancabudi.ac.id/index.php/keputeraan/article/view/4472>. Date accessed: 29 apr. 2024.
Section
Articles
