Brand Image, Quality Product, Price Marcks Venus Powder On Purchase Decision It’s Impact Customer Satisfaction

Dewi Indah Kurniawati, Sampurno, dan Djoharsjah Mx

Abstract


Purchasing decisions are in the stage of the buyer decision-making process in which consumers evaluate two alternatives and choose one of them. Initial surveys conducted at Kimia Farma Pharmacies in Tangerang area found several reasons that the brand image, product quality and price of Marcks Venus powder influenced consumers decision to buy. This research objective are to examine the influence of brand image, product quality and price on consumer purchasing decisions Marcks Venus powder and it’s impact on customer satisfaction. The sample in this study is that consumers who buy Marcks Venus powder at Kimia Farma pharmacies in Tangerang area amounted to eighty respondents, drawn through slovin method. The sampling technique is purposive sampling. The type of data used are primary data were collected through questionnaires. The result of questionnaire then will be analyzed by SPSS statistics, which are validity test, reliability test, and regression analysis. The results found that brand image, product quality and price are positive significantly influence consumer purchasing decisions with 34.156 F count > F table 2.16, t count 4.206; 3.535; 2,543 (brand image; product quality; price) > t table 1,665 and determination coefficient is 0.574. Purchase decision also positive significantly influence customer satisfaction with spearman correlation is 0.736.

 

Keywords: Brand Image, Product Quality, Price, Purchase Decision, Customer Statisfaction

Full Text:

PDF

References


Perkembangan Pasar Industri Kosmetik Di Indonesia 2010-2015 [Internet]. 2015

[diakses 13 Juni 2017]. Diakses dari

www.cci-indonesia.com/2016/06/17/perkembangan-pasar-industri-kosmetik-di-indonesia-2010-2015/

Fransiska JK, Kunto YS. Analisa Pengaruh Visibility, Credibility, Attraction, dan Power Celebrity Endorser terhadap Brand Image Bedak Marcks Venus. Manajemen Pemasaran Petra. 2014; 2 (1): 2.

Top Brand Award [Internet]. 2017 [diakses 13 Juni 2017]. Diakses dari www.topbrand.award.com

Ritel Farmasi [Internet]. 2015 [diakses 12 Jan 2016]. Diakses dari

www.kimiafarma.co.id/bisnis/ritel-farmasi.html

Sudaryono. Perilaku Konsumen: Dalam Prespektif Pemasaran. Jakarta: Lentera Ilmu Cendekia; 2014, h 3-4, 6, 18, 21, 25, 41, 70-1, 230-33, 354-55.

Abdurahman NH. Manajemen Strategi Pemasaran, Jakarta: Pustaka Setia; 2015, h.10-11, 35, 37-40, 73-4, 82-4, 109-10, 118-19, 424-27, 429.

Keller KL. Strategic Brand Management, 4th Edition.USA: Pearson Education, Inc; 2013. h. 76.

Maiyuni S, Muhtar Y, Yuhelmi. Effect of Quality Product, Brand Image, Purchase Decision on Nu Green Tea Beverage product in Padang. Journal of Management. 2014; 7(2) :3, 11.

Kotler K, Amstrong G. Prinsip Prinsip Pemasaran, Jilid 1. Jakarta: Erlangga; 2008, h. 345.

Foster B. Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis”. American Research Journal of Humanities and Social Science. 2016; 2: 4.

Kotler P, Keller KL. Marketing Management.14 Edition. USA: Prentice Hall; 2012, h. 128,166.

Diawan NS, Kusumawati A, Mawardi K. The Influence of Store Athmosphere on Purchase Decision and it’s Impact on Costomer’s Statisfaction. Jurnal Administrasi Bisnis. Jan 2016; 30 (1) : 11.

Oladepo I, Abimbola S. The Influence of Brand Image and Promotional Mix on Customer Buying Decision, A Study of Beverage Consumers in Lagos State, Nigeria. British Jornal of Marketing Studies. Mei 2015; 3 (4) : 107.

Sagala C, Destriani M, Putri UK, Kumar S. Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food Sector : A survey on University Students in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia. Internasional Journal of Scientific and Research Publication. Januari 2014; 4 (1) : 5.

Fure F, Lapian J, Taroreh R. Pengaruh Brand Image, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Konsumen di J.Co Manado. Journal EMBA. Maret 2015; 3(1) : 376.

Swarjana K. Statistik Kesehatan. Yogyakarta: CV Andi Offset; 2016. h. 43-5.

Janie DN. Statistik Deskriptif dan Regresi Linier Berganda dengan SPSS. Semarang: Semarang University Press; 2012. h. 11-35




DOI: https://doi.org/10.37721/je.v19i3.27

Refbacks

  • There are currently no refbacks.