PENGARUH HARGA, CITRA MEREK DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA MULIA PRINT

Authors

  • Abyyu Nur Fahmi Universitas 17 Agustus 1945 Banyuwangi
  • Rio Sudirman Universitas 17 Agustus 1945 Banyuwangi
  • Rifka Arinda Noviasari Universitas 17 Agustus 1945 Banyuwangi

DOI:

https://doi.org/10.34127/jrlab.v13i2.1059

Abstract

This research aims to examine and analyze the Influence of Price, Brand Image, and Digital Marketing on Purchase Decisions at Mulia Print. The study was conducted at Jl. Mh. Thamrin No. 150A, Banyuwangi, with consumers of Mulia Print as the research sample. The sampling technique employed in this research is probability sampling, with a total of 40 samples. The method used in this study is quantitative, employing the distribution of questionnaires. Data analysis methods include instrument testing, multiple linear regression analysis, hypothesis testing, coefficient of determination testing, and classical assumption testing. Based on the analysis results, it was found that the calculated F value is greater than the tabulated F value (38.864 > 2.866), indicating that simultaneously, price (X1), brand image (X2), and digital marketing (X3) collectively influence purchase decisions (Y). In terms of individual variable analysis (t-test), the price variable showed a t value greater than the tabulated t value (4.501 > 2.028), leading to the conclusion that price influences purchase decisions. On the other hand, for the brand image variable, the t value was less than the tabulated t value (2.758 > 2.028), suggesting that brand image influences purchase decisions. Regarding the digital marketing variable, the t value was greater than the tabulated t value (1.926 > 2.028), leading to the conclusion that digital marketing does not significantly influence purchase decisions Key words: Price, Brand Image, Digital Marketing, Purchase Decisions

Author Biography

Abyyu Nur Fahmi, Universitas 17 Agustus 1945 Banyuwangi

-

References

Erni Widiastuti, & Dina Novita. (2022). Analisis Pengaruh Citra Merek, Harga, Dan Digital Marketing Terhadap Keputusan Pembelian Pada Konsumen Mie Gacoan Cabang Solo Baru. Jurnal Ekonomi Dan Kewirausahaan, 22(04), 343–354. https://ejurnal.unisri.ac.id/index.php/Ekonomi/article/view/8174

Erni Yunaida. (2017). Pengaruh Brand Image (Citra Merek) terhadap Loyalitas Konsumen Produk Oli Pelumas Evalube di Kota Langsa. Jurnal Manajemen Dan Keuangan, 6(2), 798–807.

Ghozali, Imam. 2018. Aplikasi Analisis Miltivaraite dengan Program IBM SPSS 25. Semarang: Badan Penerbit-Undip.

Husen, A., Sumowo, S., Rozi, A. F., Ekonomi, F., & Muhammadiyah Jember, U. (2018). Pengaruh Lokasi, Citra Merek Dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Mie Ayam Solo Bangsal Jember the Effect of Locations, Brand Images and Word of Mouth To Consumer Buying Decisions on Mie Ayam Solo Bangsal Jember. Jurnal Manajemen Dan Bisnis Indonesia, 4(2), 2460–9471.

Listania, & Zulfahmi, A. (2023). The Influence of Digital Marketing and Promotion on Purchasing Decisions at the BEAU Jatibening Bekasi Store Pengaruh Digital Marketing Dan Promosi Terhadap keputusan Pembelian di. Jurnal Manajemen Bisnis Tri Bhakti, 2, 1–12. https://ejurnal.stietribhakti.ac.id/index.php/JMB/article/view/272

Lombok, V. V., & Samadi, R. L. (2022). Pengaruh Brand Image, Brand Trust Dan Digital Marketing Terhadap Keputusan Pembelian Konsumen Pada Produk Emina (Studi Kasus Pada Mahasiswa Universitas Sam Ratulangi). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 953. https://doi.org/10.35794/emba.v10i3.43524

Mutmainah, I., Marwanti, S., & Agustono. (2022). Pengaruh Citra Merek, Harga, Dan Digital Marketing Terhadap Keputusan Pembelian Produk Roti Kecil di Kota Surakarta. Agrista, 10(4), 114–115.

Oktavianingsih, I., & Setyawati, H. A. (2020). Pengaruh Kelompok Acuan, Gaya Hidup dan Citra Merek terhadap Keputusan Pembelian Helm Merek INK. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(4), 619–630. https://doi.org/10.32639/jimmba.v2i4.616

Pradana, D., Hudayah, S., & Rahmawati, R. (2018). Pengaruh harga kualitas produk dan citra merek BRAND IMAGE terhadap keputusan pembelian motor. Kinerja, 14(1), 16. https://doi.org/10.29264/jkin.v14i1.2445

Prilano, K., Sudarso, A., & Fajrillah. (2020). Pengaruh Harga , Keamanan dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada. Journal of Business and Economics Research (JBE), 1(1), 1–10.

Samsudin, A., Nugroho, R. H., Fitri A., I. P., Putri A., A., Awaliah, A. N., Oktavia, N., & Nugroho, T. B. A. (2023). Analisis Pengaruh Harga, Brand Image, dan Digital Marketing Terhadap Keputusan Pembelian Pada Produk McDonald’s. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 4(4), 1155–1162. https://doi.org/10.47467/elmal.v4i5.2642

Siregar, S. (2014). Statistik Parametik Untuk Penelitian Kuantitatif. Jakarta: Bumi Aksara.

Somantri, B., Afrianka, R., & Fahrurrazi. (2020). Pengaruh Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian Iphone (Studi Kasus pada Siswa dan Siswi SMAN 3 Kota Sukabumi). Cakrawala-Repositori IMWI, 3(1), 1–10.

Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta

Sugiyono. 2016. Metode Penelitian Kuantitatif dan Kualitatif, dan R&D. Bandung: Alfabeta.

Sugiyono. 2018. Metode Penelitian Kuantitatif. Bandung: Alfabeta.

Wolff M, Tumbuan W J F A, & Lintong D Ch A. (2021). Pengaruh Gaya Hidup, Harga, Dan Citra Merek Terhadap KeputusanPembelian Produk Smartphone Merek Iphone Pada Kaum PerempuanMilenial Di Kecamatan Tahuna. Jurnal EMBA, 10(1), 1671–1681. https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/39411

Downloads

Published

2024-04-23