Pengaruh Kualitas Produk Dan Citra Merek Terhadap Minat Beli Konsumen Maybelline New York (Survei Pada Star Department Store Summarecon Mall Bekasi)
DOI:
https://doi.org/10.31334/jambis.v3i1.3015Keywords:
Brand Image, Product Quality, Purchase IntentionAbstract
This study to determine the effect of product quality and brand image on the buying interest of Maybelline New York Consumers at Star Department Store Summarecon Mall Bekasi. The research method used is quantitative. Data collection techniques were used in the form of questionnaires and literature. The population of this research is Maybelline New York Consumers at Summarecon Mall Bekasi. The sampling technique in this study was 150 people using the Non-Probability Sampling Technique. The data analysis used was Multiple Linear Regression Analysis using IBM Statistics version 25.0. The results of the study show that Product Quality influences Purchase Intention by 57.1%. brand Image influences Purchase Intention by 50.5%. The results of this study indicate that the variable Product Quality (X1) and Brand Image (X2) have a significant effect on Purchase Intention (Y). Product Quality and Brand Image strategy variables simultaneously influence the Purchase Intention variable with a value of 63.8% where 36.2% is explained by other variables not included in this study.
References
Agussalim, M., & Ali, H. (2017). Model Kepuasan Pelanggan: Analisis
Kualitas Produk Dan Kualitas Layanan Terhadap Citra Merek Pada Giant Citra Raya Jakarta. Jurnal Manajemen, 21(3), 317-335.
Ahmad, M., Tumbel, T. M., & Kalangi, J. A. (2020). Pengaruh Citra Merek
Terhadap Minat Beli Produk Oriflame di Kota Manado. JURNAL
ADMINISTRASI BISNIS (JAB), 10(1), 25-31.
Ambarwati, M. (2015). Pengaruh citra merek terhadap minat beli (survei pada
mahasiswa Universitas Brawijaya yang menggunakan pasta gigi pepsodent). Malang, Universitas Brawijaya.
Amron, A. (2018). The influence of brand image, brand trust, product quality,
and price on the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13), 228.
Fauziah, N., & Mubarok, D. A. A. (2019). Pengaruh Citra Merek Terhadap
Minat Beli: Studi Pada Produk Kecantikan. Image: Jurnal Riset Manajemen, 8(1), 37-44.
Halim, N. R., & Iskandar, D. A. (2019). Pengaruh Kualitas Produk, Harga dan
Persaingan terhadap Minat Beli. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(3), 415-424.
Sriyanto, A., & Utami, D. A. (2016). Pengaruh Kualitas Produk, Citra Merek,
Dan Kualitas Layanan Terhadap Keputusan Pembelian Produk Dadone Di Jakarta. Jurnal Ekonomika dan Manajemen, 5(2), 163-175.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Bandung.
Sugiyono. (2017). Statitiska Untuk Penelitian. Alfabeta. Bandung.
Susanti, N. P. H., & Wardana, I. M. (2015). Pengaruh kualitas produk dan
citra merek terhadap kepuasan dan loyalitas pelanggan pada produk
kosmetik hijau merek The Body Shop. E-Jurnal Manajemen Universitas Udayana, 4(2), 253514.
Tjiptono, F. (2016) Perspektif Manajemen dan Pemasaran Kontemporer.
Yogyakarta: Andi.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
