Pengaruh Promosi, Brand Image, Dan Kualitas Produk, Terhadap Keputusan Pembeliam Produk Dabe Beaute di Kota Bekasi
DOI:
https://doi.org/10.31334/jambis.v3i6.3748Abstract
This study aims to determine the effect of promotion, brand image, and product quality on the purchase decision of Dabe Beaute beauty products in Bekasi City. Research methods based on the philosophy of positivism, used to research on certain populations or samples, data collection using research instruments, data analysis is quantitative or statistical with the aim of testing predetermined hypotheses. The method I used in this study uses quantitative methods in the form of numbers and statistical methods. This data collection technique uses the Accidental Sampling Technique. Accidental sampling is a way of sampling based on convenience. In this study, the sampling used the formula according to Hair et al (2010). The sample in this study were 210 Dabe Beaute consumer respondents. The results of this study indicate that Promotion has a positive effect on Purchasing Decisions by 28.9%. Brand Image has a positive effect on Purchasing Decisions by 04.2%. Product Quality has a positive effect on Purchasing Decisions by 30.5%. Promotion, Brand Image, and Product Quality have a positive effect on Purchasing Decisions by 31.3%, while the remaining 68.7% is influenced by other factors not examined in this study.
References
Jurnal:
Anastasya, M., & Komariah, K. (2022). Pengaruh Promosi Dan Brand Image Terhadap Keputusan Pembelian (Survey Pada Followers Instaram Paradise Cosmetic Pengguna Produk Make Over Di Sukabumi). COSTING: Journal of Economic, Business and Accounting, 6(1), 167-175.
Anggraini, N., Barkah, Q., & Hartini, T. (2020). Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang. Jurnal Neraca: Jurnal Pendidikan Dan Ilmu Ekonomi Akuntansi, 4(1), 26-40.
Aryanti, R. N. (2020). Efektivitas Penggunaan Media Budaya Sebagai Media Informasi Internal Terhadap Pemenuhan Kebutuhan Informasi Karyawan Pt. Dirgantara Indonesia (Persero) (Doctoral dissertation, Universitas Komputer Indonesia).
Budianto, Y. P., & Budiatmo, A. (2019). Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian dengan Brand Image Sebagai Variabel Mediasi. Jurnal Ilmu Administrasi Bisnis, 9(1), 220-229.
Cahyani, P. D., Sari, I. I., & Lingga, B. A. (2023). PENGARUH EKUITAS MEREK, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK
SCARLETT WHITENING (Studi Kasus Pada Mahasiswi Prodi Manajemen Universitas Sarjanawiyata Tamansiswa). Jurnal Ekonomi Integra, 13(1), 142-153.
Efendy, P., & Suryadinata, Y. (2015). Analisa Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Di Restoran D'cost Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 3(2), 613-627.
Endrawati, N. (2006). Tanggung Jawab Pelaku Usaha Atas Iklan Yang Menyesatkan. Jurnal Perspektif, 12.
Ilhamalimy, R. R., & Mahaputra, M. R. (2020). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan (Literature Review Manajemen Pemasaran). Jurnal Ilmu Hukum, Humaniora dan Politik, 1(1), 85-97.
Ilwan, B. M., Mahrinasari, M. S., & Ramelan, M. R. (2022). Pengaruh Label Halal, Harga dan Citra Merek Terhadap Keputusan Pembelian Produk Kecantikan Wardah di Indonesia. Syntax Literate; Jurnal Ilmiah Indonesia, 7(9), 14548-14562.
Lamasi, W. I., & Santoso, S. (2022). The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products. International Journal of Research in Business and Social Science (2147-4478), 11(2), 67-73.
LOO, P. (2022). PENGARUH KUALITAS PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PT. PASAR SWALAYAN MAJU
BERSAMA GLUGUR. Jurnal Ilmiah Kohesi, 6(1), 68-78.
Maulana, M. F., Nawangsih, N., & Sulistyan, R. B. (2019). Pengaruh Persepsi Konsumen dan Motivasi Konsumen Terhadap Keputusan Pembelian Kartu Perdana IM3. Jobman: Journal of Organization and Bussines Management, 1(3), 78-88.
Maulidia, A., Prihatini, A. E., & Prabawani, B. (2021). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Produk Kecantikan Mustika Ratu (Studi Pada Konsumen Mustika Ratu di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 10(1), 803- 812.
Musay, F. P. (2013). Pengaruh brand image terhadap keputusan pembelian (survei pada konsumen kfc kawi malang) (Doctoral dissertation, Brawijaya University).
Nasution, M. F. R. (2014). Pengaruh promosi dan harga terhadap minat beli perumahan obama PT. Nailah Adi Kurnia SEI Mencirim Medan. Jurnal Ilmiah Manajemen dan Bisnis, 14(2).
Probosini, D. A., Hidayat, N., & Yusuf, M. (2021). Pengaruh Promosi, Brand Ambassador terhadap Keputusan Pembelian Pengguna Market Place X dengan Brand Image sebagai Variabel Intervening. Jurnal Bisnis, Manajemen, dan Keuangan-JBMK, 2(2), 445-458.
Probosini, D. A., Hidayat, N., & Yusuf, M. (2021). Pengaruh Promosi, Brand Ambassador terhadap Keputusan Pembelian Pengguna Market Place X dengan Brand Image sebagai Variabel Intervening. Jurnal Bisnis, Manajemen, dan Keuangan-JBMK, 2(2), 445-458.
Putro, S. W. (2014). Pengaruh Kualitas Layanan dan Kualitas Produk Terhadap Kepuasan Pelanggan dan Loyalitas Konsumen Restoran Happy Garden. Jurnal Strategi Pemasaran, 2(1), 1-9.
Senggetang, V., Mandey, S. L., & Moniharapon, S. (2019). Pengaruh Lokasi, Promosi Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Pada Perumahan Kawanua
Emerald City Manado. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(1).
Surepi, L., Rahmat, A., & Julita, R. (2021). Peranan Administrasi Bisnis dalam Strategi Pengembangan Usaha. Jurnal Aghniya, 4(1), 1-10.
Ulfa, R. (2021). Variabel Penelitian Dalam Penelitian Pendidikan. AL-Fathonah, 1(1), 342- 351.
Widhana, G. S., Supeni, R. E., & Reskiputri, T. D. (2023). PENGARUH KUALITAS PRODUK, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KERAJINAN
TASBIH DAN GELANG DI DESA TUTUL. Jurnal Mahasiswa Entrepreneurship (JME), 2(1), 35-46.a
Wijaya, I. K. (2018). Pengaruh kepuasan kerja terhadap kinerja karyawan cv bukit sanomas.
Agora, 6(2).
Book:
Andrian, Fadhli Nursal, Jumawan, Hadita (2022), Manajemen Pemasaran, Jakarta: Rena Cipta Mandiri.
Billy Nugraha, (2022), Pengembangan Uji Statistik Implementasi Metode Regresi Linier Berganda dengan Pertimbangan Uji Asumsi Klasik, Sukaharjo: Penerbit Pradina Pustaka.
Eddy Soeryanto Soegoto, (2013), Entrpreneurship: menjadi Pebisnis Ulung, Jakarta: Penerbit PT Elex Media Komputindo KOMPAS GRAMEDIA
I Made Indra P. & Ika Cahyaningrum, (2019), Cara Mudah Memahami Metodologi Penelitian, Yogyakarta: Penerbit DEEPUBLISH.
Muh, Nur Eli Brahim, M.Si. (2021), Produk Kreatif dan Kewirausahaan Akuntansi dan Keuangan Lembaga SMK/MAK Kelas XI Semester 2, Yogyakarta: Penerbit Andi (Anggota IKAPI).
Muhamad Uyun, Baquandi Lutvi Yoseanto, (2022), Seri Buku Psikologi
Nilda Tri Putri, (2022), Manajemen Kualitas Produk Dan Jasa, Padang: Anadalas University Press.
Pengantar Metode Penelitian Kuantitatif, Yogyakarta: Penerbit DEEPUBLISH.
Siti Nurhasanah. (2003). Statistika Pendidikan: Teori, Aplikasi, dan Kasus, Edisi 2. Jakarta: Salemba Humanika.
Suci Rahmadani, SKM, M.Kes., St. Rosmanely, SKM, M.KM., Nurliyah, SKM, (2022), CITRA MEREK (BRAND IMAGE) DAN KEPUTUSAN PASIEN MEMILIH PELAYANAN
KESEHATAN, Sulawesi Tengah: CV. Feniks Muda Sejahtera.
Yenni Arfah, (2022), Keputusan Pembelian Produk, Sumatera Utara: PT Inovasi Pratama Internasional.
Web:
Nurfitriana, S., & Iriani, F. (2018). Citra Merek, Kualitas Produk, Harga Dan Pengaruhnya Pada Minat Beli Ulang Produk Kecantikan Wardah. Sebatik, 22(2), 56-63.
RUSMAN, R. (2017). LAPORAN MAGANG PADA DIVISI ADMINISTRASI BISNIS PD.
RUSARDI TANJUNG PRIOK, JAKARTA UTARA (Doctoral dissertation, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta).
Yuliara, I. M. (2016). Regresi Linier Berganda. Denpasar: Universitas Udayana.
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.