ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KECAP â€CAP LARON†PADA PASAR BARU TUBAN

Maulana Afandi, Zainul Arifin, Hadi Apriliawan

Abstract


Abstract Increasing public welfare and broader knowledge make people smarter and more selective in choosing products to meet their needs, coupled with the increasing amount of information obtained so that consumers have more choices in choosing products. The purpose of this study is to determine the effect of product quality, price, and brand image on purchasing decisions for "cap laron" soy sauce at Pasar Baru Tuban. The method used in this study uses quantitative and descriptive methods, the population used is customers who buy and consume laron soy sauce at Pasar Baru Tuban, with a sample size of 75 respondents. The analysis used is logistic regression analysis with the help of SPSS 23. The results of the analysis that has been carried out produce a Nagelkerke R-Square value of 0.482 (48.2%), a significant value of 0.805 which indicates that the value is> 0.05 so that the model is able to predict the value of its observations or it can be said that the model is accepted because it matches the observation data. And the results of the Wald test of 5 variables produce significant values (0.760 X1) (0.013 X2) (0.013 X3) (0.016 X4) (0.695 X5), from these results it can be concluded that income (X2), product quality (X3), and price influence (X4) simultaneously have a significant influence on the decision to purchase "Cap Laron" soy sauce. The results of the partial analysis show that education (X1) and brand image (X5) have an insignificant influence on consumer purchasing intentions for "Cap Laron" soy sauce products.Keyword: Soy Sauce, Product Quality, Brand Image, Price

Full Text:

PDF

References


Andreansyah, N., Sudjoni, M. N., & Apriliawan, H. (2024). Analisis Preferensi Konsumen Terhadap Pembelian Sayuran Hidroponik. Jurnal: Sosial Ekonomi Dan Pertanian Agribisnis, 12(04), 1–7.

Bachrun, S. (2019). Pengkajian Terintegrasi. Jakarta: PT. Gramedia Pustaka Utama.

Djollong, A. F. (2019). Tehnik Pelaksanaan Penelitian Kuantitatif (Technique of Quantitative Research). Istiqra’ : Jurnal Pendidikan Dan Pemikiran Islam, 2(1), 86–100. https://jurnal.umpar.ac.id/index.php/istiqra/article/view/224

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Cetakan Ke VIII. Semarang: Badan Penerbit Universitas Diponegoro.

Helwig, N. E., Hong, S., & Hsiao-wecksler, E. T. (2019). Analisis Pengembangan Kecap Cap Laron Di Pasar Baru Kabupaten Tuban.

Indriasari, D. P. (2017). Pengaruh Harga, Promosi dan Produk Terhadap Keputusan Pembelian Konsumen Pada Restoran Cepat Saji. Jurnal Ekonomi, 19(3), 1689–1699.

Khoiriyah, N. M. (2023). Faktor Yang Mempengaruhi Keputusan Masyarakat Terhadap Konsumsi Minuman Sehat Di Kota Malang. Skripsi Universitas Islam Malang, 5–10.

Khulud, H., Arifin, Z., & Wilopo. (2016). Analisa pengaruh bauran pemasaran terhadap volume Ekspor (Studi dengan Pendekatan Biaya pada Komoditi Kopi di PT. Asal Jaya). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 32(2), 53–58.

Kotler & Keller. (2016). Manajemen Pemasaran. Jakarta: PT. Gramedia Pustaka Utama.

Novitasari, U. T., Arifin, Z., & Machfudz, M. (2022). Analisis Bauran Pemasaran terhadap Keputusan Pembelian Sayuran pada Sub Terminal Agribisnis (STA) Mantung Kecamatan Pujon Kabupaten Malang. Jurnal Ketahanan Pangan, 6(1), 32–42.

Nugroho, H. D., Ridwan, H., & Marzuki, F. (2020). Analisis Keptusan Pembelian Pada Tiket Pertunjukan Acara Stand Up Comedy Depok. Business Management, Economic, and Accounting National Seminar, 1(2), 602–616.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Maulana Afandi, Zainul Arifin, Hadi Apriliawan



Supported by:

Â