Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Keputusan Menggunakan Jasa Kurir Jne, Agen Jasafa Jatiasih, Bekasi, Jawa Barat

Elfa Setiawan

Abstract


This study aimed to determine the effect of brand image, product quality, and price perception on the decision to use JNE courier services of Jasafa Agent Jatiasih, Bekasi, West Java area and to analyze the most dominant factor in purchasing decision to use JNE’s services. Samples of this study were  200 consumers who came to send their goods or documents to JNE Jatiasih, Bekasi region for the period of November to December 2016. Incidental sampling technique applied to collect questionnaires from the consumers and the method of data analysis used in this study was descriptive statistical analysis that was Structural Equation Modeling (SEM) using Lisrel software version 8.80.

             The result of the research showed that brand image and price perception have significant influence on purchasing decision. Meanwhile the quality product did not have significant influence on  purchasing decision.


Keywords


Brand Image, Product Quality, Price Perception, Purchasing Decision

Full Text:

PDF

References


Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Keputusan Menggunakan Jasa Kurir Jne, Agen Jasafa Jatiasih, Bekasi, Jawa Barat

Ehsani, Z., & Ehsani, M. H. (2015). Effect of quality and price on customer satisfaction and commitment in Iran auto industry. International Journal of Service Science, Management and Engineering, 1(5), 52–56.

Ferdinand, A. (2014). Metode Penelitian Manajemen-Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen. Semarang: Universitas Diponegoro.

Geçti, F. (2014). Examining Price Perception and The Relationship Among Its Dimentions Via Structural Equation Modeling: A Research on Turkish Consumers. British Journal of Marketing Studies, 2(1), 1–11.

Kambiz, & Safoura, S. (2014). The Impact of Brand Image on Customer Satisfaction and Loyalty Intention (Case Study: Consumer of Hygiene Products). International Journal of Engineering Innovation & Research, 3(1), 2277–5668.

Kotler, P., & Gary, A. (2012). Principles of Marketing (14th ed.). New Jersey: Pearson Education, Inc.

Kotler, P., & Keller. (2012). Marketing Management (14th ed.). New Jersey: Pearson Education, Inc.

Malhotra, N. K. (2005). Marketing Research : An Applied Orientation (5th ed.). New Jersey: Pearson Education, Inc.

Neupane, R. (2015). The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK. International Journal of Social Sciences and Management, 2(1), 9–26. https://doi.org/10.3126/ijssm.v2i1.11814

Nitisusastro, M. (2012). Perilaku Konsumen dalam Perspektif Kewirausahaan. Bandung: Alfabeta.

Prawirosentono, S. (2007). Filosofi baru tentang Manajemen Mutu Terpadu Total Quality Management Abad 21 Studi Kasus & Analisis. Jakarta: Bumi Aksara.

Riaz, H. A. (2015). Impact Of Brand Image On Consumer Buying Behavior In Clothing Sector: A Comparative Study Between Males And Females Of Central Punjab (Lahore) And Southern Punjab (Multan). Kuwait Chapter of Arabian Journal of Business and Management Review, 4(9), 25–35. https://doi.org/10.5539/ijms.v8n1p98

Schiffman, L., & Leslie, L. K. (2008). Perilaku Konsumen. (K. Zoelkifli, Ed.) (7th ed.). Jakarta: Indeks.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif,Kualitatif dan R&D). Bandung: Alfabeta.

Wijanto, S. . (2008). Structural Equation Modeling dengan LISREL 8.80: Konsep dan Tutorial. Yogyakarta: Graha Ilmu.




DOI: https://doi.org/10.31334/trans.v1i2.301

Copyright (c) 2018 Transparansi : Jurnal Ilmiah Ilmu Administrasi

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

 

View My Stats


Transparansi : Jurnal Ilmiah Ilmu Administrasi

ISSN Media cetak2085-1162

ISSN Media online2622-0253

Email :[email protected]
Website:https://ojs.stiami.ac.id/index.php/transparansi

LISTED & INDEXED :