Pengaruh Citra Merek, Promosi dan Kualitas Produk terhadap Minat Beli Konsumen (Survei Konsumen: Produk Motor Honda Scoopy pada PT. Hondatama Mitra Cemerlang Dumai)

Muhammad Fadillah, Mashur Fadli

Abstract


This research was conducted at PT. Hondatama Mitra Cemerlang Dumai. The purpose of this study is to determine the influence of brand image, promotion and product quality on consumer buying interest in PT. Hondatama Mitra Cemerlang Dumai. Brand image (X1), promotion (X2), and product quality (X3) as independent variables while consumer buying interest (Y) as dependent variables. The methods used in this study are descriptive and quantitative statistics. Data collection was carried out using a questionnaire consisting of 40 statements and a sample consisting of 145 respondents using accidental sampling method. The data used in this study were obtained through the process of distributing questionnaires that were statistically tested through the SPSS program version 26. The results in this study obtained are that brand image does not affect consumer buying interest, promotion affects consumer buying interest, product quality affects consumer buying interest, and brand image.


Keywords


Brand Image, Promotion, Quality Product, Purchase Intention

Full Text:

PDF

References


Amin, M. S., Widaningsih, S., & Wibowo, S. (2021). Pengaruh Bauran Promosi Terhadap Keputusan Pembelian (studi Pada Bisnis Jasa Bimbingan Belajar Privat Expert Course Bandung 2020). EProceedings of Applied Science, 7(4), 619–624.

Effendi, Z. R., Sentosa, E., & Nursina. (2022). Pengaruh Citra Merek, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Seikou Coffee Depok. Ikraith-Ekonomika, 5(1), 31–38.

Khusuma, D. T., & Utomo, H. (2021). Pengaruh Dimensi Kualitas Produk Terhadap Kepuasan Konsumen Venice Pure Aesthetic Clinic Salatiga. Among Makarti, 13(2), 78–88. https://doi.org/10.52353/ama.v13i2.199

Kotler, P., & Armstrong, G. (2014). Principle of Marketing (15th ed.). Pearson Pretice Hall.

Kotler, P., & Keller. (2008). Manajemen Pemasaran. Erlangga.

Kotler, P., & Keller. (2009). Manajemen Pemasaran. Erlangga.

Kurniawan, R.,&, P., & Yuniar Aisah Krismonita. (2020). Pengaruh Kelengkapan Produk dan Lokasi Terhadap Minat Beli Konsumen Pada Giant Expresss Sukabumi (Studi Kasus konsumen Giant Expresss Sukabumi). Coopetition:Jurnal Ilmiah Manajemen, 2(2), 145–154.

Manggala, F. F. (2014). Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Kartu Seluler. Jurnal Ilmu Dan Riset Manajemen, 5(7), 1–15.

Martowinangun, K., Sri Lestari, D. J., & Karyadi, K. (2019). Pengaruh Strategi Promosi Terhadap Peningkatan Penjualan Di Cv. Jaya Perkasa Motor Rancaekek Kabupaten Bandung. Jurnal Co Management, 2(1), 139–152. https://doi.org/10.32670/comanagement.v2i1.162

Mubarok, D. A. A. (2016). Pengaruh Celebrity Endorsement Terhadap Minat Beli Konsumen (Studi Pada Konsumen Mahasiswa Kelas Reguler Sore STIE INABA Bandung). Jurnal Indonesia Membangun, 3(1), 61–76.

Mulia, H. (2020). Pengaruh Iklan Dan Kualitas Produk Terhadap Keputusan Pembelian Studi Kasus Pada Cv Cemilan Kunik Garut. Eqien: Jurnal Ekonomi Dan Bisnis, 7(2), 29–37. https://doi.org/10.34308/eqien.v7i2.135

Nurafindraningrum, N. K. (2021). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Bumi Flora Indonesia Melalui Variabel Perceived Quality Sebagai Mediasi. Jurnal Strategi Pemasaran. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/12448%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/12448/10806

Purnama, N. I., & Rialdu, N. (2021). Pengaruh Kualitas Produk dan Personal Selling Terhadap Kepuasan Pelanggan Alat-Alat Bangunan Pada PT. Rodes Chemindo Medan. Prosiding Seminar Nasional Kewirausahaan, 2(1), 982–992. http://jurnal.umsu.ac.id/index.php/snk/article/view/8424

Stevina, E., & Brahmana, R. K. M. R. (2015). Pengaruh brand identity terhadap purchase intention. Jurnal Manajemen Pemasaran Petra, 3(1), 1–8.

Subagio, H. O. (2010). Studi Pengaruh Daya Tarik J-Rocks Dan Brand Attitude Terhadap Minat Beli Im3 (Studi Kasus Pada Masyarakat Kota Semarang) Jurnal Sains Pemasaran Indonesia. Jurnal Sains Pemasaran Indonesia, IX(3), 244–255. www.swa.co.id

Sugiyono. (2019). Metode Penelitian Kuatitatif, Kualitatif, R&D (3rd ed.). PT Alfabet.




DOI: http://dx.doi.org/10.31258/jab.22.1.19-30

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Jurnal Aplikasi Bisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.