Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Ponds Flawless White

Indah Siti Mahmudah; Monika Tiarawati

doi:10.26740/bisma.v6n2.p98-105

Authors

Indah Siti Mahmudah Universitas Negeri Surabaya
Monika Tiarawati Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/bisma.v6n2.p98-105

Keywords:

quality products, brand image, price, and purchase decision

Abstract

The success of this product is Indicated by the results of theTop Brand in 2011-2012 Pond's still ranked first with a larger percentage. With good quality and reliable brand image and an affordable price, pond's will always be embedded inside consumers. The population used is all consumers who are involved in purchasing decisions pond's flawless white as much as 110. Withdrawal method and the sampling was purposive sampling technique used is linear to influence the magnitude of the effect. These results can be seen from the adjusted R Square of 0.604 means that there are variables influence product quality, brand image, and price on purchase decisions by 60.4% while the rest is influenced by other variables outside of this study was 39.6%. In this study the variable quality of the product is the dominant variable.

References

Aaker, David, 1991, Managing Brand Equity; Capitalizing on the Value of Brand Name, Free Press, New York.
Assauri, Sofjan. 1996. Manajemen Pemasaran, Dasar, Konsep dan Strategi. Jakarta: Cetakan Ketiga, Penerbit Rajawali.
Anneahira. 2011. Memutihkan Kulit (Online). Diakses 20 Maret 2011. Bian, Xuamei, et al. 2011. The Role of Brand Image, Product Involvement, and knowledge in explaining consumer purchase behaviour of counterfeits. Journal of Business Management. Vol. 45, No.1, page 191-216.
Engel, Blackwell dan Miniard. 1995. Perilaku Konsumen, alih bahasa FX Budiyanto, Edisi keenam. Jakarta : Binapura Aksara
Ferrinadewi, Erna. 2008. Merek dan Psikologi Konsumen. Jakarta: Graha Ilmu

Ghozali, Imam. 2011. Aplikasi Analisis Multivariate dengan Program SPSS 18. Semarang: Badan Penerbit Universitas Diponegoro
Kanuk, Lilian, dan John Schiffman, 2000, Consumer Behavior, Eight Edition, McGraw-Hill, United State.
Kotler, Philip dan Armstrong, Gary, 2001, Principles of Marketing (Ninth Edition), Prentice Hall Inc., Upper Saddle River, New Jersey.
Kotler, Philip. 2001. Manajemen Pemasaran: Analisis, Perencanaan, Implementasi, dan Kontrol. Jakarta : PT. Prehallindo.
Knesei, Zsofia and Sarah. 2003. The Use of Price in The Purchase Decision. Journal Of Empirical Generalisations in Marketing Science,
Kotler, Philip and Kevin Lane Keller, 2006. Marketing Management, twelfth edition, New Jersey: Pearson Education, Inc.
Kotler, Philip dan Keller, Kevin. 2007. Manajemen Pemasaran. Jilid 1. Jakarta : Indeks, Kelompok Gramedia.
Kotler, Philip dan Keller, Kelvin. 2007. Manajemen Pemasaran. Jilid 2. Jakarta : Indeks, Kelompok Gramedia
Kotler, Philip dan Amstrong Gary. 2008. Prinsip-prinsip Pemasaran. Jakarta : PT. Indeks
Keller, dan Kotler. 2009. Manajemen Pemasaran . Diterjemahkan oleh Sabran Bob. Edisi tiga belas. Jilid 1, Penerbit Erlangga. Jakarta
Nagle Thomas, T dan Holden,R.K.,1995,The Strategy and Tactics of Pricing, Edisi 2, Prentice Hall, NJ
Sutisna. 2002. Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: PT. Remaja Rosdakarya
Schiffman, L.G., dan Kanuk, L.L. (1990) Consumer behavior (7 th ed). New Jersey : Pretice Hall Inc. Sule, Ernie Tisnawati dan Kurniawan Saefullah, 2008, Pengantar Manajemen, Jakarta: Kencana Prenada Media Gro
Schiffman, Leon dan Kanuk, Leslie Lazar. 2008. Perilaku Konsumen. Jakarta: Indeks
Sari. 2010. Ideologi Kapitalisme Dibalik Putih (Online).
Tjiptono, 2005, Pemasaran Jasa, Penerbit Amara Book Yogyakarta.
(http://www.empgens.com) Diakses 23 Februari 2012
(http://www.ganto.web.id.) Diakses 22 Maret 2012
(http://www.anneahira.com.) Diakses 24 maret 2012
(http:// www.topbrand-award.com/ krim pemutih) Diakses 15 Maret 2012