THE ROLE OF BRAND IMAGE AS A MEDIATION OF THE INFLUENCE OF PRODUCT PRICE AND QUALITY ON PURCHASE DECISION
Study of "Collapsed" Beef Consumers in Jombang
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Keywords:
Price, product quality, brand image, purchase decision, collapsed beef, Jombang
Abstract
This research aims to determine whether the product's Price and quality influence the brand image and purchasing decisions of collapsed beef among residents in Jombang Regency. This study uses a quantitative approach. The population in this study was Jombang residents, while the sample used was 100 people, determined using the Slovin formula. This research uses primary data obtained through distributing questionnaires. The analytical tool used is influenced by the Price and quality of the product, which influences the brand image of collapsed beef, to find out how Price, product quality, and brand image influence the decision to purchase collapsed beef and to find out whether the brand image can mediate the influence of price and product quality on beef purchasing decisions collapse. The method used in this research is a survey method, where the author distributes questionnaires for data collection. The approach used in this research is quantitative. Data analysis using smartPLS SEM software. The research results show that Price has a positive contribution to brand image, while product quality does not contribute to brand image. Apart from that, Price also contributes positively to purchasing decisions. However, product quality does not contribute to purchasing decisions. The brand image also influences purchasing decisions. Brand image can partially mediate price influence on purchasing decisions but cannot influence product quality.
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References
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Darmajaya, D., Bagus, I., & Sukawati, T. G. R. (2018). The Role of Brand Image in Mediating the Influence of Product Quality on Purchasing Decisions (Doctoral dissertation, Udayana University).
Djatmiko, T., & Pradana, R. (2016). Brand image and product price; Its impact for Samsung smartphone purchasing decisions. Procedia-Social and Behavioral Sciences, 219, 221-227.
Farhan, M. Y., & Kamal, M. (2015). Analysis of the Influence of Brand Image, Product Design, and Product Quality on Purchase Decisions for Nike Shoes (Case Study of Nike Consumers in Semarang City) (Doctoral dissertation, Faculty of Economics and Business)., Diponegoro Journal of Management, Vol 4 Number 4.
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Fianto, A. Y. A., Hadiwidjojo, D., & Aisjah, S. (2014). The influence of brand image on purchase behavior through brand trust. Business Management and Strategy, 5(2), 58.
Fitri, N., & Hadita, H. (2024). The Influence of Price, Lifestyle and Product Quality on Purchasing Decisions for Janji Jiwa Coffee in Bekasi. Journal of Management Research, 2(1), 74-84.
Forozia, A., Zadeh, M. S., & Gilani, M. H. (2013). Customer satisfaction in hospitality industry: Middle East tourists at 3 star hotels in Malaysia. Research Journal of Applied Sciences, Engineering and Technology, 5 (17), 4329-4335.
Fuadi, S., & Wijayanti, E. (2022). The Influence of Product Quality, Service Quality, Price Perception and Promotion on Indihome Purchasing Decisions at PT. Telkom Metro. Kalianda Halok Gagas, 4(2), 144-157.
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). The influence of brand ambassadors and brand image on purchasing decisions at Shopee mediated by brand awareness. Insight Management Journal, 2(3), 110-118.
Gunawan, D. G. (2022). The Influence of Halal Labels, Electronic Word of Mouth and Product Quality on Safi Skincare Purchasing Decisions Through Brand Image and Brand Trust. Scientific Journal of Islamic Economics, 8(1), 815-824.
Hasmiati, H., Thaief, I., Hasan, M., Dinar, M., & Rahmatullah, R. (2020). The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar. Pinisi Bus. Adm. Rev, 2, 57-68.
Huang, J. H., Lee, B. C., & Hsun Ho, S. (2004). Consumer attitude toward gray market goods. International marketing review, 21(6), 598-614.
Irmayanti, S., & Annisa, I. T. (2023). The Mediating Role of Brand Image on Urban Women's Decision to Purchase Local Brand Cosmetics. Scientific Journal of Management and Business (JIMBI), 4(1), 106-116.
Joel, G., Massie, J. D., & Sepang, J. L. (2014). The influence of motivation, price perception and product quality on consumer buying interest in Yamaha Mio brand automatic motorbikes in the city of Manado. EMBA Journal: Journal of Economic, Management, Business and Accounting Research, 2(3).
Katu, G. M. K., & Suparna, G. (2022). The Role of Brand Image in Mediating the Influence of Price on Purchasing Decisions during the Pandemic (Study on Xiaomi Smartphone Products in Denpasar City). Udayana University Management E-Journal, 11(4), 762-783
Katu, G. M. K., & Suparna, G. (2022). The Role of Brand Image in Mediating the Influence of Price on Purchasing Decisions during the Pandemic (Study on Xiaomi Smartphone Products in Denpasar City). Udayana University Management E-Journal, 11(4), 762-783.
Kawilarang, C. G., Tumbuan, W. J., & Loindong, S. S. (2022). Analysis of the Influence of Celebrity Endorsement, Beauty Vlogger and Brand Image on Purchasing Decisions on SomethinC Local Skincare Products. EMBA Journal: Journal of Research in Economics, Management, Business and Accounting, 10(4), 770-779.
Kotler, P., & Keller, K. (2012). Marketing management. Upper Saddle River, N.J.: Prentice Hall
Laila, E. J. (2018). The influence of product quality and Price on the decision to purchase Rabbani hijabs at Qta Ponorogo Boutique. Journal of Commerce Education (JPTN), 6(1)
Laura, N., & Siringo Ringo, S. N. (2017). The Influence of Product Quality and Competitive Advantage on Purchasing Decisions with Brand Image as an Intervening Variable. Journal of Management and Business Review, 14(2), 258–284. https://doi.org/10.34149/jmbr.v14i2.100
Lesmana, R., & Ayu, S. D. (2019). The influence of product quality and brand image on the decision to purchase PT Paragon Tehnology And Innovation's Wardah cosmetics. Journal of Competitive Marketing, 2(3), 59-72
Lesmana, R., & Ayu, S. D. (2019). The influence of product quality and brand image on the decision to purchase PT Paragon Tehnology And Innovation's Wardah cosmetics. Journal of Competitive Marketing, 2(3), 59-72
Lingga, R. U. (2016). The Influence of Brand Image on Consumer Decisions. E-Journal of Business Administration, 4(2), 400-414.
Martini, T. (2015). Analysis of the influence of Price, product quality and design on purchasing decisions for Honda scooter type motor vehicles. Research journal, 9(1).
Maurencia, E., Tj, H.W., Wahyoedi, S. (2021). The Influence of Celebrity Endorsement, Product Quality and Price on Purchase Interest of Kanzler Single Sausage Products. STRATEGY, 6(1), 59-72. https://doi.org/10.33258/siasat.v6i1.90
Muslim, M., Mubarok, R. R., & Wijaya, N. H. S. (2019). The effect of brand image, brand trust and reference group on the purchasing decision of sneakers. International Journal of Finance, Accounting, and Management, 1(2), 105-118.
Nasution, S. L. A., Limbong, C. H., & Ramadhan, D. A. (2020). The influence of product quality, brand image, trust, convenience, and Price on purchasing decisions on Shopee e-commerce (Survey of Undergraduate Students, Faculty of Economics, Department of Management, Labuhan Batu University). Ecobisma (Journal of Economics, Business and Management), 7(1), 43-53
Noerchoidah, N. (2013). Analysis of the influence of Price, product quality and advertising on brand image and purchasing decisions for Kawasaki brand motorbikes. Wiga: Journal of Economic Research, 3(1), 48-60.
Nuraini, A., & Maftukhah, I. (2015). The Influence of Celebrity Endorsers and Product Quality on Purchasing Decisions Through Brand Image of Wardah Cosmetics in Semarang City. Management Analysis Journal, 4(2).
Nurhadi, A. The Effect of Product Prices and Promotions on Purchasing Decisions of Mitsubishi Brand Cars at PT. Srikandi Diamond Motors, Tangerang Branch. PINISI Discretion Review, 3(2), 175-184.
Oktavenia, K. A. R., & Ardani, I. G. A. K. S. (2018). The influence of product quality on purchasing decisions for Nokia cellphones with brand image as a mediator (Doctoral dissertation, Udayana University).
Pakpahan, A. R. S. (2012). Analysis of factors influencing beef imports in Indonesia. Economics Development Analysis Journal, 1(2).
Pandensolang, J. D., & Tawas, H. N. (2015). The influence of differentiation, product quality and brand equity on purchasing decisions for Coca-Cola at PT. Build Wenang Beverges Company in Manado. EMBA Journal: Journal of Economic, Management, Business and Accounting Research, 3(3).
Pangestika, Y. B., Karnowahadi, K., & Nurkhayati, I. (2019). The Influence Of Price And Service Quality On Purchase Decision Of Honda Car At Pt. Cendrawasih Motor Palace Semarang. Admissions and Business, 20(1), 47-60
Pertiwi, A. F., & Soenarno, M. S. (2020). Perception of the Situgede Village Community, Bogor City towards Imported Frozen Beef and Local Fresh Beef. Journal of the Center for Community Innovation (PIM), 2(5), 850-859.
Phau, I., Teah, M., & Lee, A. (2009). Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers. Journal of targeting, measurement and analysis for marketing, 17, 3-15.
Pradita, S. O., & Sitio, A. (2020). the Impact of Brand Image and Service Quality on Buying Decisions and Its Implications on Consumer Satisfaction (Case Study At Pt Imi). Dynasty International Journal of Digital Business Management, 1(3), 394-408
Pranoto, F., Haryono, P. B., & Assa, A. F. (2022). The effect of service quality and Price on purchase decisions is mediated by brand image. Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT), 2(2), 67-77.
Rahma, H. M., & Slamet, A. R. (2021). The Influence of Online Customer Reviews, Celebrity Endorsers, and Brand Image on Ms Glow Skincare Purchasing Decisions (Case Study of Ms Glow Aesthetic Clinic Malang Customers). E-JRM: Electronic Journal of Management Research, 10(11).
Rozjiqin, M. F., & Ridlwan, A. A. (2022). The Influence of the Halal Label, Price, and Brand Image on Consumer Purchasing Decisions at Starbucks. JEBA (Journal of Economics and Business ASEANomics), 7(1), 60-77.
Safitri, I. (2018). The influence of product price on consumers' purchasing decisions. Review of Integrative Business and Economics Research, 7, 328-337.
Saleem, H., and Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5), 706-711.
Salsabila, A., & Maskur, A. (2022). The influence of product quality, brand image, price perception and service quality on purchasing decisions for gacoan noodles (study of gacoan noodle customers in Semarang City). SEIKO: Journal of Management & Business, 5(1), 156-167.
Sanjiwani, N. M. D., & Ambiance, I. G. A. K. G. (2019). The role of brand image in mediating the influence of product quality on purchasing decisions. Udayana University Management E-Journal, 8(11), 6721
Sapitri, E., Sampurno, S., & Hayani, I. (2020). The Influence of Brand Image and Product Quality on Customer Satisfaction and Loyalty. Independent Journal: Science, Arts, and Technology, 4(2), 231-240.
Septiyana, F., Shihab, M. S., Kusumah, H., & Apriliasari, D. (2023). Analysis of the effect of product quality, price perception and social value on purchase decisions for Lampung tapis fabrics. APTISI Transactions on Management (ATM), 7(1), 54-59.
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Published
2023-10-30
How to Cite
Yaqin, M. N., Askafi, E., & Arisyahidin, A. (2023). THE ROLE OF BRAND IMAGE AS A MEDIATION OF THE INFLUENCE OF PRODUCT PRICE AND QUALITY ON PURCHASE DECISION: Study of "Collapsed" Beef Consumers in Jombang. Eksis: Jurnal Riset Ekonomi Dan Bisnis, 18(1), 27 - 44. https://doi.org/10.26533/eksis.v18i1.1213
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