Iklan, Citra Merek, Kualitas Pelayanan Terhadap Kepuasan Konsumen dan Keputusan Pembelian

Putu Galih Jananuraga, Ni Putu Nina Eka Lestari

Abstract


ABSTRACT

The purpose of this study was to analyze advertising, brand image, service quality on customer satisfaction and purchasing decisions. Data collection techniques using questionnaires with a sample of 100 respondents. This study uses SEM analysis techniques. The results of this study show, (1) the Ad variable to Consumer Satisfaction is a significant positive effect which has a standardized estimate (regression weight) of 0.298, (2) the Brand Image variable towards Consumer Satisfaction is a significant positive effect that has a standardized estimate (regression weight ) amounting to 0.352, (3) Service Quality variables towards Consumer Satisfaction are significant positive influences which have standardized estimate (regression weight) of 0.224, (4) Advertising variables for Purchasing Decisions are not significant positive influences that have standardized estimate (regression weight) amounting to 0.093, (5) Brand Image variables on Purchasing Decisions is a significant positive effect that has a standardized estimate (regression weight) of 0.434, (6) Service Quality variables on Purchasing Decisions is a non-significant positive effect that has standardized esti mate (regression weight) of 0.112, (7) the Consumer Satisfaction variable on Purchasing Decisions is a significant positive effect which has a standardized estimate (regression weight) of 0.352.

Keywords


Advertising; Brand Image; Service Quality; Consumer Satisfaction; Purchasing Decision

Full Text:

PDF

References


Adnyana, R., and Darma, G.S. (2015). Strategi Marketing Mix, Yield Management, Customer Satisfaction and Occupancy Rate, Jurnal Manajemen & Bisnis, 12 (1): 92-115.

Aldi, A. (2012). Pengaruh Citra Merk dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen. Yogyakarta: Universitas Negeri Yogyakarta.

Alfianasari, J. (2010). Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian Kartu Perdana IM3, Skripsi Fakultas Ekonomi Universitas Hasanuddin.

Darma, G.S. (2019). Kacamata Media, Kesuksesan Bersyarat. Indonesia: Pustaka Larasan Press.

Darma, G.S., Apollo, A., Rusmanda, G., and Umar, Y. (2019). Digital Education 4.0. Indonesia: Cakra Media Utama Press.

Dewi, M.V.K., and Darma, G.S. (2019). The Role of Marketing & Competitive Intelligence In Industrial Revolution 4.0, Jurnal Manajemen & Bisnis, 16 (1): 1-12.

Fadly. (2014). Pengaruh Retailing Mix Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Minimarket Eramart di Kota Samarinda), Jurnal Administrasi, 2.

Farela, D., and Darma, G.S. (2014). Celebrity Endorser, Daya Tarik Iklan, Brand Awareness dan Brand Attitude, Jurnal Manajemen & Bisnis, 11 (1): 35-47.

Ferdinand. (2002). Metode Penelitian Manajemen: Pedoman Penelitian Untuk Skripsi, Tesis, Dan Desertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro

Ferdinand, A. (2014). Structural Equation Modeling, Edisi 5. Semarang: Badan Penerbit Universitas Diponegoro.

Ginantra, K.G., Lestari, N.P.N.E., Gorda, A.A.N.E.S., and Darma, G.S. (2017). Effects of Promotion, Product Quality, Brand Image and Price on Customer Satisfaction and Brand Switching Decision, International Journal of Management and Economics Invention, 3 (12): 1514-1523.

Kanten, I.K., and Darma, G.S. (2017). Consumer Behaviour, Marketing Strategy, Customer Satisfaction, and Business Performance, Jurnal Manajemen & Bisnis, 14 (2): 143-165.

Kotler, P., and Amstrong, G. (2012). Principles of Marketing. New Jersey: Pearson Education Limited.

Kotler, P., dan Keller, K.L. (2007). Manajemen Pemasaran. Jakarta: Indeks.

Kodu, S. (2013). Harga, Kualitas Produk dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Mobil Toyota Avanza, Jurnal EMBA 1251, 1 (3): 1251-1259.

Nugraha, I.M.A.E., Lestari, N.P.N.E., Arjawa, I.G.W. (2016). Competitive Market Strategy of Traditional Merchandise Market against Modern Merchandise Market in Bali, Indonesia, International Journal of Management and Commerce Innovations, 3 (2): 663-671.

Rosyid, A.N., Widayanto, H.D. (2013). Pengaruh Kualitas Produk, Citra Merek, Harga dan Iklan Terhadap Keputusan Pembelian Sepeda Motor Honda Revo (Studi Kasus pada Konsumen Sepeda Motor Honda Revo Astra Motor Kebumen), Diponegoro Journal of Social and Politic: 1-8.

Setiadi, N.J. (2013). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan dan Keinginan Konsumen. Jakarta: Kencana.

Simamora, B., dan Lim, J. (2002). Aura Merek: 7 Langkah Membangun Merek yang Kuat. Jakarta: Gramedia Pustaka Utama.

Solimun. (2002). Multivariate Analysis Structural Equation Modelling (SEM) Lisrel dan Amos. Fakultas MIPA.

Solimun. (2008). Memahami Metode Kuantitatif Mutakhir: Structural Equation Modeling & Partial Least Square, Program Studi Statistika FMIPA Universitas Brawijaya

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

Tjiptono, F. (2009). Service Marketing: Esensi & Aplikasi. Yogyakarta: Marknesis.

Umar, H. (2005). Manajemen Riset dan Perilaku Konsumen. Jakarta: PT. Gramedia Pusat.

Wibowo, S.F., & Karimah, M.P. (2012). Pengaruh Iklan Televisi Dan Harga Terhadap Keputusan Pembelian Sabun Lux (Survei Pada Pengunjung Mega Bekasi Hypermall), Jurnal Riset Manajemen Sains Indonesia (JRMSI), 3 (1).

Wijaya, M.H.P. (2013). Promosi, Citra Merek, Dan Saluran Distribusi Pengaruhnya Terhadap Keputusan Pembelian Jasa Terminix Di Kota Manado, Jurnal EMBA, 1 (4): 105-114.

Weenas, J.R.S. (2013). Kualitas Produk, Harga, Promosi Dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Spring Bed Comforta, Jurnal EMBA, 1 (4): 607-618.

Yesi, A. (2013). Pengaruh Brand Image, Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Ulang Pizza Hut di Kota Padang.




DOI: http://dx.doi.org/10.38043/jmb.v17i1.2347

Refbacks

  • There are currently no refbacks.


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

Web
Analytics JMB Statistik