Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian pada Pengguna Smartphone Xiaomi di DKI Jakarta
Article Sidebar
Read Counter : 12
Download : 14
Main Article Content
Abstract
Penelitian ini bertujuan untuk meneliti pengaruh citra merek, persepsi harga dan kualitas produk terhadap keputusan pembelian pengguna smartphone Xiaomi yang berdomisili di DKI Jakarta yang merupakan pusat ibukota Indonesia. Penelitian ini menggunakan metode kuantitatif dengan mengumpulkan data melalui kuesioner yang telah diisi oleh 252 responden. Teknik analisis data yang digunakan adalah Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa citra merek dan kualitas produk memiliki pengaruh positif terhadap keputusan pembelian, tetapi persepsi harga tidak memiliki pengaruh positif terhadap keputusan pembelian. Selain itu, citra merek memiliki pengaruh positif terhadap persepsi harga dan kualitas produk juga memiliki pengaruh positif terhadap citra merek.
This study aims to investigate the impact of brand image, price perception, and product quality on the purchasing decisions of Xiaomi smartphone users residing in DKI Jakarta, the capital city of Indonesia. The study employs a quantitative method by collecting data through questionnaires completed by 252 respondents. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM). The results show that brand image and product quality have a positive influence on purchasing decisions, while price perception does not have a positive impact on purchasing decisions. Additionally, brand image has a positive effect on price perception, and product quality also has a positive influence on brand image.
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Abed, M. Y., & Pudjoprastyono, H. (2023). The influence of product quality perception and price perception on the purchase decision of Sosro bottled tea in Surabaya. International Journal of Economics, 2(2), 613-622. https://doi.org/10.55299/ijec.v2i2.584
Alatas, H., Karyatun, S., & Digdowiseiso, K. (2023). The influence of product quality, price perception, and promotion on the purchase decision of Aqua brand drinking water in the Jakarta area final project. Jurnal Syntax admiration, 4(4), 517-530. https://doi.org/10.46799/jsa.v4i4.833
Andryusalfikri, Z. W., & Widiyanti, M. (2019). Effect of trust, quality of products and quality services on purchase decisions on e-commerce Shopee in Palembang city. International Journal of Management and Humanities, 3(12), 1-6. https://doi.org/10.35940/ijmh.L0313.0831219
Apriani, S., & Bahrun, K. (2021). Pengaruh citra merek, kualitas produk terhadap keputusan pembelian kosmetik maskara Maybelline. Jurnal Manajemen Modal Insani dan Bisnis, 2(1), 14-25. https://doi.org/10.61567/jmmib.v2i1.32
Aziz, S., Ikhwan, S., Riono, S. B., & Islami, N. (2023). The influence of product differentiation strategy, brand image and price on purchasing decisions of Rajaswa Coffee customers in Brebes county. International Journal of Economics and Social Sciences Research, 1(1), 1-13.
CNBC Indonesia. (2024), Xiaomi Keluar dari Jurang Kehancuran, Ini Buktinya https://www.cnbcindonesia.com/tech/20240320151420-37-523704/xiaomi-keluar-dari-jurang-kehancuran-ini-buktinya
Detikinet. (2017). Strategi Xiaomi di Indonesia: Harga Terjangkau dengan Spek Mumpuni. https://inet.detik.com/consumer/d-3420405/strategi-xiaomi-di-indonesia-hargaterjangkau-dengan-spek-mumpuni
Fransisca, S., & Pujiarti, P. (2022). The influence of price, brand, and product quality on purchase decisions in the marketplace Jd.id. Eco-buss, 4(3), 622-634. https://doi.org/10.32877/eb.v4i3.357
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of The Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Ketut, Y. I. (2018). The role of brand image mediating the effect of product quality on repurchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 83(11), 172-180. https://doi.org/10.18551/rjoas.2018-11.20
Lestari, R., & Afriliani, F. (2022). The effect of price perception and product quality on purchase decisions through Asus laptop brand trust in Meteor Pc Bekasi store. Budapest International Research and Critics Institute, 5(2), 11938-11946. https://doi.org/10.33258/birci.v5i2.5026
Nugraha, S. S. (2018). The effect of price perception and service quality on brand image for improving interest in using Go-jek (study on Go-jek in Semarang city). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 17(1), 53-62. https://doi.org/10.14710/jspi.v17i1.53-62
Prasetyo, E., & Nainggolan, B. M. (2024). The impact of service quality, brand image, and social media marketing on the purchase decision at the Aryaduta suites Semanggi hotel Jakarta. Jurnal Ekonomi, 13(3), 931-944.
Pratiwi, P. C., & Silitonga, P. (2024). Influence of price perception, product quality, and e-wom: improving brand image and purchase decision. Journal of Economics, Assets, and Evaluation, 1(3), 1-11. https://doi.org/10.47134/jeae.v1i3.209
Ruslim, T. S., & Andrew, R. (2012). Pengaruh brand image dan product knowledge terhadap purchase intention (kasus: kosmetik merk X). Media Bisnis Trisakti School of Management, 4(1), 34-44.
Ruslim, T. S., Nova, N., Herwindiati, D. E., & Cokki, C. (2023). The identification of purchase intention among Iphone customers in Depok viewed from ewom, brand image, brand trust, perceived value, and brand preference. International Journal of Application on Economics and Business, 1(4), 2354-2367. https://doi.org/10.24912/ijaeb.v1i4.2354-2367
Wijayanto, A., & Silitonga, P. (2023). Product quality, price perception increasing brand image: the mediating role of social media marketing. Human Capital Development, 10(2).
Xiaomi.com https://www.mi.co.id/id/