PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PROMOSI PRODUK SAFI TERHADAP MINAT BELI KONSUMEN ( Studi Pada Wanita Usia 20-30 Tahun di Yogyakarta)

Diana Rofi Hamidah, Eko Giyartiningrum

doi:10.47200/jcob.v7i01.2008

Diana Rofi Hamidah, Eko Giyartiningrum Universitas Cokroaminoto Yogyakarta

DOI: https://doi.org/10.47200/jcob.v7i01.2008

Keywords: brand image, products quality, promotion, buying interest

Abstract

This research aims to know: (1) the influence of brand image toward buying interest, (2) the influence of product quality toward buying interest, (3) the influence of promotion toward buying interest, (4) the influence of brand image, products quality, and promotion toward buying interest.

This research applied a quantitative approach by collecting data through survey methods. The population of this research is women aged 20-30 years in Yogyakarta. The sample consisted of 30 respondents by collected data through a questionnaire. The data analysis technique in this study used multiple linear regression analysis.

The results of this research showed that: (1) brand image has a positive impact on buying interest, and (2) product quality has a positive impact on buying interest. (3) promotion gives positive impact on buying interest, (4) brand image, products quality, and promotion simultaneously give positive impact on buying interest.

References

Creswell, J. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.

Deliana. (2016). Pengaruh Brand Image dan Promosi Produk Yamaha Fino Terhadap Minat Beli Konsumen.

Hasanah, U., & Giyartiningrum, E. (2022). Pengaruh Brand Image, Kualitas Produk dan Endorsement Selebriti Instagram terhadap Minat Beli Konsumen pada Produk Skin Care MS GLOW. Journal Competency of Business, 5(02), 155–172. https://doi.org/10.47200/jcob.v5i02.1100

Hendro. (2011). Konsep Dasar Kewirausahaan. In Erlangga.

Khoirudin, I. R., & Giyartiningrum, E. (2021). Pengaruh Kepercayaan Merek, Kesadaran Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Xiaomi Di Diy. Journal Competency of Business, 5(1), 1–9. https://doi.org/10.47200/jcob.v5i1.870

Kotler, P. (2004). Marketing Management. In E. W. Cliff (Ed.), Pearson. The Millenium Edition.

Kotler, P. (2018). Principles of Marketing. In Pearson Education Limited.

Mawarsari, I. (2018). Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Minat Beli Ulang Konsumen Olahan Buah Carica Do Daerah Wonosobo. Skripsi Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta.

Maimunah, & Sujiah, U. (2023). Bauran Pemasaran 7P dan Pengaruhnya Terhadap Kepuasan Pelanggan Rumah Makan Mr. Teto Pusat, Perintis Kemerdekaan, Kota Yogyakarta. 2(3), 179–194.

Novitasari, R. (2019). Pengaruh Promosi dan Brand Image Terhadap Minat Beli Mobil
Mitsubishi Pada PT Makassar Mandri Putra Utama Di Sulawesi Selatan. Skripsi Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar.

Sianturi, Herny Pebriyanti T. W. (2021). Pengaruh Citra Merek, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Produk PT. Wings Surya Tbk pada Mahasiswa STIE Mikroskil. Jurnal Wira Ekonomi Mikroskil.

Sinaga, S. (2018). Pengaruh Brand Image, Kualitas Produk Dan Harga Terhadap Minat Beli Produk Makeover Pada Pengunjung Counter Makeover di Plaza Medan Fair. Skrpsi Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.

Sitorus, O. F. (2017). Strategi promosi pemasaran. Fkip Uhamka, 1–309. http://ejournal-sl.undip.ac.id/index.php/gaussian

Sudaryono. (2016). Manajemen Pemasaran dan Teori Implementasi. C.V Andi Offset (Penerbit Andi). www.unpam.ac.id

Sugiyono, D. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan.

Sumarwan, U. (2003). Perilaku Konsumen. PT Galia Indonesia.

Waters, D. (2011). Quantitative Methods for Business. In Quantitative Methods for Business (Fifth Edit). Pearson Education Limited.

Wijoyo, H., & Sunarsih, D. (2019). Manajemen Pemasaran di Era Globalisasi (A. Moenis (ed.); Cetakan Pe). CV. Pena Persada.