PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN PENGGUNAAN JASA ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PERHIASAN PERAK DI SUNAKA JEWELRY CELUK, SUKAWATI, GIANYAR

Ni Kadek Bintang Indah Rumaladewi, I Nyoman Taun

Abstract


This study aims to determine: (1) the effect of product quality on purchase decision of silver jewelry in Sunaka Jewelry, (2) the effect of brand image on purchase decision of silver jewelry in Sunaka Jewelry, (3) the effect of endorsement usage on purchase decision of silver jewelry in Sunaka Jewelry, and (4) the effect of product quality, brand image, and endorsement usage on purchase decision of silver jewelry in Sunaka Jewelry. This research is a survey research. Population in this research is all customer of Sunaka Jewelry Celuk, Sukawati, Gianyar which purchased silver jewelry from Sunaka Jewelry. The sampling technique used accidental sampling with the number of samples counted 75 peoples. Data collection technique using questionnaires that have been tested for validity and reliability. Data nalysis technique used is multiple regression.The results of the research shows that: (1) product quality had positive effect on purchase decision on Sunaka Jewelry (showed by the significance value of 0,006 < 0,050 and regression coefficient = 0,206), (2) brand image had positive effect on purchase decision on Sunaka Jewelry (showed by the significance value of 0,028 < 0,050 and regression coefficient = 0,250), (3) endorsement usage had positive effect on purchase decision on Sunaka Jewelry (showed by the significance value of 0,015 < 0,050 and regression coefficient = 0,231), and (4) the product quality, brand image, and endorsement usage influence simultaneaously to purchase decision on Sunaka Jewelry (showed by F count = 23,753 and significance value of 0,000 < 0,050).

Keywords: product quality, brand image, endorsement usage, purchase decision


Full Text:

PDF

References


Alma, Buchari. 2002. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfa Beta

Basu Swasta, dan Handoko, T Hani. 1997. Manajemen Pemasaran, Analisis, Perilaku Konsumen , Liberty, Yogyakarta.

Ferdinand, Augusty. 2002. Metode Penelitian Manajemen. Semarang : Badan Penerbit Universitas Diponegoro

Hartimbul Ginting, Nembah F. 2011. Manajemen Pemasaran. Bandung: CV Yrama Widya

Kotler, Philip. 2005. Manajemen Pemasaran. Jilid II. Edisi Kesebelas. Alih Bahasa Benyamin Molan. Jakarta. : Indeks

Kotler, P., & Amstrong,G.1997. “Prinsip-Prinsip Pemasaran”, Erlangga, Jakarta.

Kotler, Philip dan Gary, Armstrong. 2001. Prinsip-prinsip Pemasaran. Alih Bahasa Imam Nurmawan Jakarta : Erlangga.

Lamb, Hair, dan McDaniel. 2001. Pemasaran. Buku 1. Penerjemah David Octarevia. Jakarta : Penerbit Salemba Empat.

Lupiyoadi, Rambat. 2001. Pemasaran Jasa. Jakarta: Penerbit Salemba Empat.

Mc Carthy dan Perrefault. 2003. Dasar-Dasar Pemasaran. Alih Bahasa Agus Dharma. Jakarta: Erlangga.

Miki Ambarwati dkk. 2015. Pengaruh Citra Merek Terhadap Minat Beli (Survei Pada Mahasiswa Universitas Brawijaya Yang Menggunakan Pasta Gigi Pepsodent)

Narbuko,C., Achmadi, A,H. 2004 . Metodologi Penelitian. Jakarta : PT Bumi Aksara

Orville C. Walker, Boyd. Harper W, Larreche, Jean Claude. 2005. Manajemen Pemasaran Suatu Pendekatan Strategis dengan Orientasi Global. Jakarta: Erlangga.

Prawira, Bayu dan Ni Nyoman Kerti Yasa. Pengaruh Kualitas Produk, Citra Merek dan Persepsi Harga Terhadap Minat Beli Produk Smarthphone Samsung dikota Denpasar. Universitas Udayana, Bali, Indonesia.

Stanton J, William. 2000. Prinsip Pemasaran. Jilid I. Jakarta: Erlangga.

Sugiono. 2007. Metode Penelitian Pendidikan, Pendekatan kuantitatif, kualitatif dan R&D. Bandung: AlfaBeta

Sunarto. 2004. Pengantar Manajemen Pemasaran. Yogyakarta: UST Press.

Tamara, Santono. 2016. Analisis Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Cetakan Continuous Form Melalui Kepercayaan Merek (Studi Pada Percetakan Jadi Jaya Group, Semarang), Universitas Diponegoro

Tjiptono, Fandy. 2001. Strategi Pemasaran. Edisi Kedua. Cetakan Keenam. Yogyakarta: Penerbit. Andy

Yamit, Zulian. 2001. Manajemen Kualitas Produk dan Jasa. Yogyakarta : Ekonisia.


Refbacks

  • There are currently no refbacks.




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

Web
Analytics Jurnal Ilmiah Manajemen dan Bisnis Statistik