ANALISA PENGARUH PROMOTION, PRICE, BRAND IMAGE, E-WOM, PRODUCT QUALITY TERHADAP PURCHASE DECISION PADA KONSUMEN CHATIME KOTA BATAM
Abstract
The purpose of this study is to analyze the effect of promotion, price, brand image, e-wom, product quality on purchase decisions for Chatime consumers, especially in Batam City. The data analysis method used in this research is descriptive analysis method. Data collection used a survey technique by distributing questionnaires online via Google Forms to the people of Batam City with a sample size of 303 respondents. The tool used in this descriptive analysis study was linear regression using IBM SPSS Statistics Version 26 software. The results showed a significant positive effect by the promotion, brand image, product quality, and price variables on the purchased decision, while the E-WOM variable was found to have a positive effect but not significant to the purchased decision.
References
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[23] N. B. Putri and J. A. Effendy, “Analisa Pengaruh Product, Price, Place, dan Promotion terhadap Keputusan Pembelian di Rumah Makan Ayam Goreng Echo,” PERFORMA : Jurnal Manajemen dan Start Up Bisnis, vol. 7, no. 3, 2022.
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[26] A. A. F. Agustina, “Pengaruh Kualitas Produk dan Promosi dimediasi Gaya Hidup terhadap Keputusan Pembelian pada Hammer Clothing Store,” Jurnal Ilmu dan Riset Manajemen, vol. 11, no. 4, 2022.
[27] H. Ramadhani, R. E. Supeni, and W. E. Setianingsih, “Pengaruh Brand Image, Brand Trust, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Emina Di Masa Pandemi Covid-19,” National Multidisciplinary Sciences, vol. 1, no. 3, pp. 402–409, May 2022, doi: 10.32528/nms.v1i3.94.
[28] K. Varidah, P. A. Mulyana, and M. A. Danurwindo, “Pengaruh Word of Mouth, Lifestyle dan Brand Image terhadap Keputusan Pembelian pada Komunitas Red Koffiee Armina Daily,” Improvement : Jurnal Manajemen dan Bisnis, vol. 2, no. 2, 2023.
[2] I. Handayani, “Chatime bakal Miliki 400 Gerai Akhir 2021,” Investor.id, 2021. https://investor.id/business/263721/chatime-bakal-miliki-400-gerai-akhir-2021 (accessed Feb. 13, 2021).
[3] D. K. Bayu, G. M. Ningsih, and L. Windiana, “Pengaruh Labelisasi Halal, Merek Dan Harga Terhadap Keputusan Pembelian Minuman Chatime,” Jurnal Sosial Ekonomi Pertanian, vol. 16, no. 3, pp. 239–256, 2020, [Online]. Available: https://journal.unhas.ac.id/index.php/jsep/article/view/12403
[4] N. M. Padmawati and I. G. A. K. G. Suasana, “Peran Kepercayaan Merek dalam Memediasi Pengaruh E-WOM terhadap Keputusan Pembelian Produk Chatime di Bali,” E-Journal Manajemen, vol. 9, no. 7, pp. 12–26, 2020, doi: https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p08 ISSN.
[5] L. Purwianti and Niawati, “Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention Abstrak,” SEIKO : Journal of Management & Business, vol. 5, no. 1, pp. 2022–356, 2022, doi: 10.37531/sejaman.v5i1.1664.
[6] Yoeliastuti, E. Darlin, and E. Sugiyanto, “Pengaruh Citra Merek, Harga dan Promosi terhadap Keputusan Pembelian melalui Aplikasi Penjualan Online Shope,” JURNAL LENTERA BISNIS, vol. 10, no. 2, p. 212, Aug. 2021, doi: 10.34127/jrlab.v10i2.425.
[7] U. E. Erlinda, S. Purnama, and F. Tamzil, “The Effect Of Service Quality, Product Quality, And Chatime Product Promotion On Customer Satisfaction (Case Study Of Chatime Customers In The Central Jakarta Region),” APTISI Transactions on Management (ATM), vol. 6, no. 1, pp. 42–51, Jan. 2022, doi: 10.33050/atm.v6i1.1680.
[8] T. Hidayat, “Analisis Pengaruh Produk, Harga, Promosi, dan Lokasi terhadap Keputusan Pembelian,” Jurnal Ilmu Manajemen, vol. 17, no. 2, 2020.
[9] N. F. Kurniawan and H. S. Pranoto, “Pengaruh Kualitas Produk, Promosi Penjualan, dan Citra Merek terhadap Minat Beli Ulang Chatime di Pakuwon Mall Surabaya,” PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, vol. 7, no. 5, 2022.
[10] V. Angel, M. Natadirja, and I. Bernarto, “Effect of eWOM, Ease of Use, Trust on Purchase Decision (Case Study on Blibli.com),” Jurnal Manajemen, vol. 12, no. 3, pp. 446–460, 2021, doi: 10.32832/jm-uika.v12i3.5142.
[11] M. Badir and A. L. Andjarwati, “The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users),” Jurnal Minds: Manajemen Ide dan Inspirasi, vol. 7, no. 1, p. 39, May 2020, doi: 10.24252/minds.v7i1.13715.
[12] S. Maryana and B. Permatasari, “Pengaruh Promosi dan Inovasi Produk terhadap Keputusan Pembelian (Studi Kasus Pada Gerai Baru Es Teh Indonesia di Bandar Lampung),” Jurnal Technobiz, vol. 4, no. 2, pp. 62–69, 2021.
[13] J. Eklesia, A. Sujarwo, S. Hendro, and R. Matruty, “The Impact of Product Promotion and Innovation on Purchase Decisions at Prices as Intervening Variables,” International Journal of Social Science and Business, vol. 5, no. 2, pp. 200–206, 2021, [Online]. Available: https://ejournal.undiksha.ac.id/index.php/IJSSB/index
[14] D. A. Ma`ruf, “Perilaku Konsumtif Mayarakat terhadap Boba,” Kumparan.com, Dec. 30, 2020.
[15] D. Meidatuzzahra, “Penerapan Accidential Sampling untuk Mengetahui Prevalensi Akseptor Kontrasepsi Suntikan terhadap Siklus Menstruasi (Studi Kasus : Puskesmas Jembatan Kembar Kabupaten Lombok Barat),” Jurnal AVESINA, vol. 13, no. 1, pp. 19–23, 2019.
[16] R. Haribowo, A. F. Bilgies, Verawaty, H. Tannady, and Ratnawati, “Analisis Pengaruh Brand Image Dan Celebrity Endoser Terhadap Purchase Decision Produk Bakery Bittersweet By Najla,” Management Studies and Entrepreneurship Journal, vol. 3, no. 5, pp. 3220–3230, 2022, [Online]. Available: http://journal.yrpipku.com/index.php/msej
[17] Ghozali L, “Aplikasi Analisis Multivariete SPSS 25 (9th ed.),” Semarang: Universitas Diponegoro, 2018.
[18] H. A. Bahi, H. Pratiko, and T. S. Dhewi, “The Impact of E-WOM and Advertising on Purchase Decision SI.SE.SA Syar`i Clothes with Brand Awareness as an Intervening Variables (A Study on SI.SE.SA Fashion Consumers),” International Journal of Business, Economics and Law, vol. 23, no. 1, p. 1, 2020, [Online]. Available: www.gbgindonesia.com
[19] M. Badir and A. L. Andjarwati, “The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users),” Jurnal Minds: Manajemen Ide dan Inspirasi, vol. 7, no. 1, p. 39, May 2020, doi: 10.24252/minds.v7i1.13715.
[20] F. R. Purba and E. L. Paramita, “The Influence of eWOM and Customer Satisfaction on Purchasing Decisions,” International Journal of Social Science and Business, vol. 5, no. 4, pp. 575–585, 2021, [Online]. Available: https://ejournal.undiksha.ac.id/index.php/IJSSB/index
[21] D. M. Puspitasari and R. Herdian, “Pengaruh kualitas produk, diskon harga, dan promosi terhadap keputusan pembelian,” Jurnal Ilmiah Akuntansi dan Keuangan, vol. 5, no. 6, p. 2023, 2023, [Online]. Available: https://journal.ikopin.ac.id/index.php/fairvalue
[22] D. Murdiyanto, “Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Produk Chatime Mall Kelapa Gading di Era Pandemi COVID-19,” Journal of Economics and Business (UBS), vol. 11, no. 2, 2022.
[23] N. B. Putri and J. A. Effendy, “Analisa Pengaruh Product, Price, Place, dan Promotion terhadap Keputusan Pembelian di Rumah Makan Ayam Goreng Echo,” PERFORMA : Jurnal Manajemen dan Start Up Bisnis, vol. 7, no. 3, 2022.
[24] V. Alvionita, “Pengaruh Word of Mouth, Citra Merek, dan Harga terhadap Keputusan Pembelian Chatime,” Jurnal Ilmu dan Riset Manajemen, vol. 6, no. 3, 2017.
[25] D. K. Bayu, G. M. Ningsih, and L. Windiana, “The Effect of Halal Labeling, Brands, and Prices on Purchasing Decisions to the Chatime Drinks,” Jurnal Sosial Ekonomi Pertanian, vol. 16, no. 3, p. 2020, 2020.
[26] A. A. F. Agustina, “Pengaruh Kualitas Produk dan Promosi dimediasi Gaya Hidup terhadap Keputusan Pembelian pada Hammer Clothing Store,” Jurnal Ilmu dan Riset Manajemen, vol. 11, no. 4, 2022.
[27] H. Ramadhani, R. E. Supeni, and W. E. Setianingsih, “Pengaruh Brand Image, Brand Trust, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Emina Di Masa Pandemi Covid-19,” National Multidisciplinary Sciences, vol. 1, no. 3, pp. 402–409, May 2022, doi: 10.32528/nms.v1i3.94.
[28] K. Varidah, P. A. Mulyana, and M. A. Danurwindo, “Pengaruh Word of Mouth, Lifestyle dan Brand Image terhadap Keputusan Pembelian pada Komunitas Red Koffiee Armina Daily,” Improvement : Jurnal Manajemen dan Bisnis, vol. 2, no. 2, 2023.
Published
2023-06-29
How to Cite
LESTARI, Melissa.
ANALISA PENGARUH PROMOTION, PRICE, BRAND IMAGE, E-WOM, PRODUCT QUALITY TERHADAP PURCHASE DECISION PADA KONSUMEN CHATIME KOTA BATAM.
Jurnal Ekonomi dan Bisnis (EK dan BI), [S.l.], v. 6, n. 1, p. 75-84, june 2023.
ISSN 2621-4695.
Available at: <https://jurnal.murnisadar.ac.id/index.php/EKBI/article/view/798>. Date accessed: 14 sep. 2024.
doi: https://doi.org/10.37600/ekbi.v6i1.798.
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