PENGARUH BRAND IMAGE, PRICE PERCEPTION, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN LITTLE TALK BISTRO FATMAWATI
Abstract
The purpose of this study was to determine the effect of brand image, perceived price and service quality on purchasing decisions at Little Talk Bistro. This research uses quantitative descriptive methods. In this study with a consumer population at Little Talk Bistro of 100 respondents. The sample technique used accidental sampling technique. data collection techniques used by researchers are questionnaire methods with a Likert scale where researchers process multiple linear regression data with the help of the IBM SPSS 26 application. The results of the study partially brand image, price perception and service quality have a positive effect on purchasing decisions, and there is a simultaneous influence brand image, price perception and service quality have a significant effect on purchasing decisions.
References
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[2] G. Amstrong and philip kotler, Prinsip-prinsip pemasaran, Edisi 12. 2006.
[3] A. Anatasya and V. Cyasmoro, “Pengaruh Citra Merek , Persepsi Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Hotel Maven Fatmawati Jakarta,” Manaj. pariwisata dan perhotelan, pp. 51–70, 2023, doi: https://doi.org/10.59581/jmpp-widyakarya.v1i3.885.
[4] K. L. Keller, Strategic Brand Management, Keempat., vol. edisi 4. united states of america, 2013.
[5] G. Wisnu Samudra and E. Budiarti, “PENGARUH BRAND IMAGE, KUALITAS LAYANAN, DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK ARUNDA COFFEE AND SOCIETY DI SIDOARJO,” PENGARUH Brand IMAGE, KUALITAS LAYANAN, DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN Prod. ARUNDA COFFEE Soc. DI SIDOARJO, vol. 2, 2023, doi: 10.8734/mnmae.v1i2.359.
[6] A. R. Anggraeni and E. . Soliha, “Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang),” Al Tijarah, vol. 6, no. 3, p. 96, 2020, doi: 10.21111/tijarah.v6i3.5612.
[7] S. Paludi and R. Juwita, “No Title,” PENGARUH PERSEPSI HARGA, LOKASI DAN KUALITAS Prod. TERHADAP KEPUTUSAN PEMBELIAN, vol. 18, p. 44, 2021, doi: 10.25134/equi.v18i01.
[8] fandy Tjiptono, Service Management, vol. edisi 2, no. 1. Yogyakarta, 2012.
[9] J. Aryandi and Onsardi, “PENGARUH KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CAFE WAREG BENGKULU,” PENGARUH KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN Konsum. PADA CAFE WAREG BENGKULU, vol. 1, 2020.
[10] P. Kotler and K. L. Keller, Sales promotion: From a company resource to a customer resource, 14th ed. 2012. doi: 10.4324/9780203357262.
[11] P. Kotler and K. L. Keller, Marketing Management, 15th editi. 2016.
[12] A. Yusuf, “No Title,” Influ. Prod. Innov. Brand Image Cust. Purch. Decis. Oppo Smartphone Prod. South Tangerang City, vol. 4, pp. 472–481, 2021.
[13] D.A. Aaker, “managing brand equity,” Manag. Brand Equity, 1991.
[14] Va´squez Consuelo, Sergi Viviane, and Cordelier Benoit, “From being branded to doing branding: Studying representation practices from a communicationcentered approach,” Essentials food Sci., vol. 4, no. 1, pp. 135–146, 2013, doi: Vásquez, Consuelo; Sergi, Viviane; Cordelier, Benoit (2013). From being branded to doing branding: Studying representation practices from a communication-centered approach. Scandinavian Journal of Management, 29(2), 135–146. doi:101016/j.scaman.2013.02.002.
[15] E. Marsha Devita and M. . Dwi Hayu Agustini, “Country of Origin and Brand Image on Purchase Decision of South Korean Cosmetic Etude House,” J. Manag. Bus. Environ. (JMBE), vol. I (I), pp. 55–70, 2019.
[16] Michael, R. A. Harahap, A. Hartanto, and Albert, “The Influence of Brand Image, Price and Product Quality on Purchase Decision,” J. Mantik, vol. 5, 2021.
[17] P. Adilla and C. Hendratmoko, “Pengaruh Brand Image, Harga, Kualitas Produk Dan Content Marketing Terhadap Keputusan Pemeblian Barang Thrift Melalui Instagram Di Solo Raya,” Semin. Nas. Pariwisata dan Kewirausahaan, vol. 2, pp. 455–466, 2023, doi: 10.36441/snpk.vol2.2023.152.
[18] P. Kotler and G. Armstrong, Prinsip Pemasaran, Ed. 12. PENERBIT ERLANGGA, 2012.
[19] A. Darmansah and S. Y. Yosepha, “PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN,” Ilm. Manaj., vol. 1, 2020.
[20] D. Sopiah and etta mamang Sangadji, Perilaku Konsumen, Ed. 1. Yogyakarta, 2013.
[21] F. Laksana, Manajemen Pemasaran, Pertama., vol. edisi pert. Yogayakarta, 2008.
[22] W. . Paczkowski, “Pricing analytics,” in Models and Advanced Quantitative Techniques for Product Pricing, Ed. I., New York, 2017.
[23] D. Sudaryono, Perilaku Konsumen, Cet. I. Jakarta Pusat, 2014.
[24] J. P. Peter and J. C. Olson, strategi pemasaran, Ed. 09. 2014.
[25] C. R. Dillon, “Pengaruh e-Service Quality, e-Word Of Mouth dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Halodoc di Daerah Istimewa Yogyakarta,” price Percept., 2021.
[26] E. Dzulkharnain, “PENGARUH PERSEPSI HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN,” PENGARUH PERSEPSI HARGA, CITRA MEREK DAN KUALITAS Prod. TERHADAP KEPUTUSAN PEMBELIAN, vol. 1, No.2, 2019.
[27] P. Kotler, G. Amstrong, and M. O. Opresnik, “Principles of Marketing,” New York Pearson Int., p. 735, 2018.
[28] B. S. Dharmmesta and T. han. Handoko, Manajemen Pemasaran Perilaku Konsumen, Cetakan ke. Yogyakarta, 2016.
[29] A. Rahmadiyanti, E. Mandasari, and F. Saputra, “JURNAL JAMAN Vol 2 No.3 Desember 2022, pISSN:,” vol. 2, no. 3, pp. 106–111, 2022.
[30] H. Mauludin, “Riset Pemasaran,” Pandu. Bagi Manajer, Pimpinan Perusah., 2010.
[31] A. Parasuraman, V. Zeithaml, and L. . Berry, “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Serv. Qual., vol. 64, 1988.
[32] D. Ariyuni and D. Yusuf Suhardi, “PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN,” PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN DAN WORD MOUTH TERHADAP KEPUTUSAN PEMBELIAN, vol. 22, 2020.
[33] V. S. S. Sitio, “PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN,” PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN, vol. 9, 2019.
[34] V. Brama Kumbara, “Determinasi Nilai Pelanggan Dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk Dan Endorse,” J. Ilmu Manaj. Terap., vol. 2, no. 5, pp. 604–630, 2021, doi: 10.31933/jimt.v2i5.568.
[35] Meliana, Sulistiono, and B. Setiawan, “Pengaruh Kualitas Pelayanan dan Kepercayaan Konsumen Terhadap Keputusan Pembelian,” Pengaruh Kualitas Pelayanan dan Kepercayaan Konsum. Terhadap Keputusan Pembelian, 2013, doi: doi.org/10.37641/jimkes.v1i3.273.
[36] M. A. Firmansyah, “Perilaku Konsumen,” in Perilaku Konsumen (Sikap dan Pemasaran), Yogyakarta: Deepublish, 2018, p. 299 hal.
[37] F. Febriansyah and D. Reni, “Pengaruh Bauran Pemasaran Terhadap Minat Beli Konsumen,” Islam. Econ. Bus. Financ., vol. 10, pp. 45–54, 2020.
[38] P. Kotler and G. armstrong, Principles Of Marketing, Ed. 12. Jakarta: PENERBIT ERLANGGA, 2008.
[39] anwar sanusi, Metodologi Penelitian Bisnis, Kelima., vol. edisi 5. Jakarta, 2011.
[40] Sugiyono, Metode Penelitian Bisnis Populasi, vol. cet.16. Bandung, 2012.
[41] D. sugiyono, metode penelitian bisnis, vol. cet.16. 2012.
[42] D. sugiyono, Teknik Pengumpulan Data, Kesatu., vol. cet.1, no. 1. Bandung, 2019.
Published
2024-06-30
How to Cite
WARAPSARI, Widya Intan; MM, Efiani.
PENGARUH BRAND IMAGE, PRICE PERCEPTION, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN LITTLE TALK BISTRO FATMAWATI.
Jurnal Ekonomi dan Bisnis (EK dan BI), [S.l.], v. 7, n. 1, p. 76-87, june 2024.
ISSN 2621-4695.
Available at: <https://jurnal.murnisadar.ac.id/index.php/EKBI/article/view/1381>. Date accessed: 05 oct. 2024.
doi: https://doi.org/10.37600/ekbi.v7i1.1381.
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Articles
