Studi Keputusan Pembelian Makanan Oleh-Oleh Khas Surabaya: Peran Brand Awareness dan Kualitas Produk
DOI:
https://doi.org/10.26740/jim.v9n1.p287-294Keywords:
brand awareness, keputusan pembelian, kualitas produkAbstract
Travelling is a fun and memorable activity. During tourism activities, tourists not only walk around but also go shopping. Including one of them is to buy souvenirs typical of the tourist areas visited. This study aims to analyze the effect of brand awareness and product quality on purchasing decisions. Respondents in this study were consumers who were at least 20 years old who had made a purchase. The sampling method uses non-probability sampling, and the sampling technique using judgmental sampling. The sample used in this study amounted to 220. The data is collected using a questionnaire and analyzed using multiple linear regression. The result shows that brand awareness influences purchasing decisions. Product quality affects purchasing decisions.
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Yaphyaputra, Vicky dan Maichal (2018). Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Sealantwax Di Surabaya. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis Volume 3, Nomor 2.
West B.B, Wood L, Harger VP. 2006.Food Service in Intituitions. New York : John Willey and Sons, Inc.
Antonius, I., Sugiono, D., & Pemasaran. 2013. Analisa Pengaruh Strategi Diferensiasi, Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pelanggan Di Cincau Station Surabaya. Jurnal Menejemen Pemasaran, Universitas Kristen Petra 1(2), 111.
Dharma dan Sukaatmaja (2015), Pengaruh Citra Merek, Kesadaran Merek dan Kualitas Produk Terhadap Keputusan Membeli Produk Apple. E-Jurnal Manajemen Universitas Udayana, 4(10), 32283255.
Kealesitse, B., & Kabama, I. O. (2012). Exploring the influence of quality and safety on consumers' food purchase decisions in Botswana. International Journal of Business Administration, 3(2), 90.
Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision”A study in ho chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530.
Kotler dan Amstrong. 2008. Prinsip-prinsip Pemasaran. Edisi 12. Jakarta: Erlangga.
Kotler, P., Keller, K.L. 2009. Manajemen Pemasaran. Edisi 13, Jakarta: PT. Indeks,.
Lee, H. J., & Hwang, J. (2016). The driving role of consumers perceived credence attributes in organic food purchase decisions: A comparison of two groups of consumers. Food quality and preference, 54, 141-151.
Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621-632.
Okkysantria, Dyca. 203. Pengaruh Kebudayaan, Sosial, Pribadi dan Psikologis Konsumen Usia Muda Terhadap Keputusan Pembelian Makan Cepat Saji McDonalds (Studi Kasus pada Konsumen McDonalds Watugong Malang). Jurnal Skripsi Bidang Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Unversitas Brawijaya.
Sharma, A., & Sonwaney, V. (2015). Exploring the role of family communication and brand awareness in understanding the influence of child on purchase decisions: Scale development and validation. International Journal of Business Excellence, 8(6), 748-766.
Tirelli, C., & MartÃnez-Ruiz, M. P. (2014). Influences of product attributes on sojourners' food purchase decisions. British Food Journal.vol116 issue 2.
Tourdejava.com. 2015. Surabaya, Kota Kenangan Para Pahlawan. (https://www.tourdejava.net/2015/12/wisata-jejajah-kota-surabaya.html diakses pada 2 Desember 2017).
Yaphyaputra, Vicky dan Maichal (2018). Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Sealantwax Di Surabaya. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis Volume 3, Nomor 2.
West B.B, Wood L, Harger VP. 2006.Food Service in Intituitions. New York : John Willey and Sons, Inc.
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Published
2021-03-31
How to Cite
Wisesa, C. P. (2021). Studi Keputusan Pembelian Makanan Oleh-Oleh Khas Surabaya: Peran Brand Awareness dan Kualitas Produk. Jurnal Ilmu Manajemen, 9(1), 287–294. https://doi.org/10.26740/jim.v9n1.p287-294
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