Analisis Pengaruh Brand Image Dan Personal Selling Terhadap Keputusan Pembelian Pada Produk Human Diagnostic (Studi Pada PT. Putra Airlangga Medika)
Abstract
The developing of medical supplies and laboratorium’s reagent business are faster. The competition between companies is tighter. This situation give a decrease effect to sales of PT.Putra Airlangga Medika, as a distributor product of Human Diagnostic in Central Java and DIY. This studied’s purpose is to explain an effect service quality, product quality, and personal selling to buying decision. Brand Image is as an intervening variable between service quality and product quality. This studied was held in medical institution that spread on Central Java and DIY region.. This study was conducted by taking samples using non probability sampling technique by purposive sampling method, the respondents are consumer who have bought product of Human Diagnostic. Used as a sample of 100 respondents to fill out a questionnaire which consist of open and closed quetions. The result shows that service quality and product quality has positive and significant impact on brand image with ther regression value of 0.509 and 0.450, and brand image has a positive and significant effect to buying decision with regression value of 0.439. Personal selling also has a positive and significant effect to buying decision with the regression value 0.500. First model shown that 79.8% brand image variable can be explained by service quality and product quality variable. While the second model shown 69.5% buying decision can be explained by brand image and personal selling. And for the rest can be explained by other variables that beyond research.
Keywords: Service Quality, Brand Image, Personal Selling, Buying Decision
References
Alfian, B. 2012. Pengaruh Citra Merek (Brand Image) terhadap Pengambilan Keputusan Pembelian Mobil Toyota Kijang Innova pada PT.Hadji Kalla cabang Polman. Skripsi. Fakultas Ekonomi Bisnis, Unhas. Diakses tanggal 10 Maret 2016.
Aryanto, Doddy. 2008. Personal selling dan keputusan membeli nasabah:Studi korelasional personal selling Asuransi Kerugian terhadap Keputusan Pembelian Nasabah PT.Fadent Mahkota Said. Skripsi. Fakultas Ekonomi dan Bisnis. Universitas Sumatera Utara. Diakses tanggall 10 Maret 2016.
Belch, G.E dan M.E. Belch. 2012. Advertising and Promotion, an Integrated Marketing Communication Perspective. Mcgraw-hill irwin.
Boone, Kurtz. 2012. Principles of Contemporary Marketing 15th Edition. South-Western, Cengage learning.
Chandra, Gregorius. 2005. Strategi dan Program Pemasaran, Edisi 2. Yogyakarta. ANDI.
Chan, Syafruddin. 2003. Relationship Marketing : Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut. Jakarta, PT. Gramedia Pustaka Utama.
Erdil, Sabri.T. 2015. Effects of Customer Brand Perceptions on store image and purchase intention: An Aplication in Apparel Clothing. Procedia-Social and Behavioral Sciences 207, h..196-205. Diakses tanggal 10 Maret 2016.
Ferdinand, Augusty. 2006. Metode Penelitian Manajemen.Semarang, Badan Penerbit Universitas Diponegoro.
Garvin, David. 2007. Managing Quality: The Strategic and Competitive Edge. New York: Free Press. Diakses tanggal 26 Juni 2016
Ghozali, Imam. 2013. Aplikasi Analisis Mutivariat dengan Program IBM SPSS 21, Edisi tujuh. Semarang. Badan Penerbit Universitas Diponegoro.
Goldsmith, R.E, et al. 2000. The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, no 29(3), h..43-54. Diakses tanggal 10 Maret 2016.
Hanaysha, Jalal, et al. 2014. Direct and Indirect Effects of Product Innovation and Product Quality on Brand Image: Empirical Evidence from Automotive Industry. International Journal of Scientific and Research Publications, vol.4
Hatch and Schultz M. 2001. Bringing into the corporation corporate branding. European Journal of Marketing, Vol. 371. Diakses tanggal 25 Juni 2016.
Keller, Kevin Lane. 2003 Conceptualizing, Measuring and Managing Customer-based Brand Equity. Journal of Marketing 57: 1-22. Diakses tanggal 26 Juni 2016.
Kotler, Phillip dan Gary, Armstrong. 2001. Prinsip-prinsip Pemasaran. Alih Bahasa Imam Nurmawan Jakarta, Penerbit Erlangga.
Kotler, Phillip dan Kevin Lane Keller. 2009. Manajemen Pemasaran, Edisi 13. Jakarta, Penerbit Erlangga.
Laroche, M, Kim, C and Matsui, T. 2003. Which decision heuristics are used in consideration set formation. Journal of Consumer Marketing. Vol.20, no 2. Diakses tanggal 25 Juni 2016.
Lin,Nan-Hong dan Lin,Bih-Shya. 2007. The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount. Journal of International Management Studies, h..121-132. Diakses tanggal 10 Maret 2016.
Malik, Muhammad Ehsan, et al. 2011. Impact of Service Quality on Brand Image: Empirical Evidence from Hotel Industry. Interdisciplinary Journal of Contemporary Research in Business, vol.3, no.8, h..630-636. Diakses Tanggal 10 Oktober 2015.
Mulyono, Bayu Hadyanto, et al. 2007. “Analisis Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Kepuasan Konsumen (Studi Kasus pada Perumahan Mediterania Semarang)â€. Jurnal studi manajemen dan organisasi, Vol.4, No.2, h..91-100. Diakses tanggal 10 Maret 2016, dari Ejournal Undip.
Parasuraman, A., Valerie Zeithaml, dan Leonard Berry. 1985. A Conceptual Model of Service Quality and Its Implication for Future Research. Journal of Marketing (Fall), h..41-50. Diakses tanggal 10 Oktober 2015.
Parvatiyar, Atul dan Jagdish Sheth. 1994. Paradigm Shift in Marketing Theory and Approach: The Emergence of Relationship Marketing, Atalanta GA; Emory University. Center for Relationship Marketing 23-30. Diakses tanggal 25 Juni 2016.
Schiffman, Leon dan Leslie Lazar Kanuk. 2004. Perilaku Konsumen: Edisi ketujuh. Jakarta, PT.Indeks.
Shareef, Mahmud Akhter, et al. 2008. Role of Different Electronic-Commerce (EC) Quality Factors on Purchase Decision: A Developing Country Perspective. Journal of Electronic Commerce Research, vol.9, No.2, h..92-113 . Diakses tanggal 8 Oktober 2015.
Stemvelt, R.C., 2004. (Diterjemahkan oleh Purwoko) Perception of Service Quality. Allyn and Bacon, Massachusetts.
Sugiyanto, S., & Tukiyat, T. (2021). Financial Contagion and Good Corporate Governance on Bank Companies Performance in Indonesian Stock Exchange. EAJ (Economic and Accounting Journal), 4(3), 164-178.
Sugiyanto, S. (2021). Application and Study of GRC (Governance, Risk, Compliance) Financial Management Agency in Indonesia Non-Banking. HUMANIS (Humanities, Management and Science Proceedings), 2(1).
Sugiyanto, S., Kartolo, R., & Maddinsyah, A. (2021). Intervining Debt Policy The Effect Free Cash Flow And Investment Opportunity Set To Dividend Policy. Scientific Journal Of Reflection: Economic, Accounting, Management And Business, 4(3), 642-652.
Sugiyanto, S. (2021). Application and Study of GRC (Governance, Risk, Compliance) Financial Management Agency in Indonesia Non-Banking. HUMANIS (Humanities, Management and Science Proceedings), 2(1).
Sugiyanto, S., Kartolo, R., & Maddinsyah, A. (2021). Intervining Debt Policy The Effect Free Cash Flow And Investment Opportunity Set To Dividend Policy. Scientific Journal Of Reflection: Economic, Accounting, Management And Business, 4(3), 642-652.
Sulityawati, Praba. 2010. Analisis Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Laptop Merek Acer di Kota Semarang. Skripsi. Fakultas Ekonomi dan Bisnis Universitas Diponegoro. Diakses tanggal 26 Juni 2016.
Tjiptono, Fandy. 2008. Strategi Pemasaran. Yogyakarta, ANDI.
Tjiptono, Fandy dan Gregorius Chandra. 2005. Service, quality and satisfaction. Yogyakarta: ANDI.
Uddin, et al. 2014. Factors Affecting Customer’s Buying Decision of Mobile Phone : A Study on Khulna City, Bangladesh. Vol.5, No.2. Diakses tanggal 25 Juni 2016
Wu, Paul C.S et al. 2011. The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands. Australian Marketing Journal, h..30-39. Diakses pada tanggal 8 Oktober 2015., issues.11, h..1- 7. Diakses tanggal 13 Maret 2016.
Amalia, S., Sutisna, A., & Deni, D. (2022). How To Increase Income Through Cross Training System Skill On MSME Depok. Jurnal PKM Manajemen Bisnis, 2(1), 20-27.
Baeli, J. (2021). Analysis Of Tax Compliance Based On Psychological Factors And Tax Administration. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(3), 87-94.
Fajri, C., Rahman, Y. T., & Wahyudi, W. (2021). MEMBANGUN KINERJA MELALUI LINGKUNGAN KONDUSIF, PEMBERIAN MOTIVASI DAN PROPORSIONAL BEBAN KERJA. SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management and Business, 4(1), 211-220.
Fauziah, F., Hamzah, A., & Rozy, A. (2021). IMPLEMENTATION OF MANAGEMENT IN WASTE BANKS TO INCREASE ECONOMIC VALUE. Jurnal PKM Manajemen Bisnis, 1(1), 37-43.
Fitriah, S. (2021). Children with Special Needs In the Eyes of Islamic Law and the State. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 77-86.
Guntur, M. (2021). AL-QURAN TEACH THE IMPORTANCE OF TAKING CARE OF HEALTH PHYSICAL: Tafseer Surat Al-Baqarah. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 50-58.
Handayani, H., & Caesario, A. (2021). A Culture of Savings Solutions for Consumptive Behavior and Care for the Future. Jurnal PKM Manajemen Bisnis, 1(2), 67-72.
Harras, H., Sugiarti, E., & Wahyudi, W. (2020). Kajian Manajemen Sumber Daya Manusia Untuk Mahasiswa.
Juliati, F. (2021). The Influence Of Organizational Culture, Work Ethos And Work Discipline On Employee Performance. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(1), 34-39.
Karim, I. N. (2021). CORRELATION ANALYSIS: Are Religious Scavengers More Motivated?. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 59-67.
Mahmudin, M., Caesario, A., & Saputra, A. (2021). ENTREPRENEURSHIP: Soft Skill of Life. Jurnal PKM Manajemen Bisnis, 1(1), 19-28.
Majid, I. K. (2021). Governance-Based Library Management, More Effective and Efficient. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 68-76.
Malik, J. (2021). STUDY AL-QURAAN: Understanding Verses That Has Meaning Ta'arud. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 42-49.
Nurhusna, S., & Wahyudi, W. (2021). PERFORMANCE DETERMINANTS OF STATE CIVIL SERVICES (ASN) IN THE COVID-19 PANDEMIC. Inovasi, 8(1), 54-61.
Nuriman, H. (2021). The Analysis Of Competence And Career Development Impact On Work Motivation And Its Implication Toward Employee’s Performance. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(1), 10-17.
Nursoleh, N. (2022). Location Analysis of Interest in Buying Housing in South Tangerang City. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 35-42.
Ridwan, M. (2022). Purchasing Decision Analysis in Modern Retail. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 1-9.
Ridwan, R. (2021). THE EFFECT OF LEADERSHIP ON PERFORMANCE: Analysis of School Management Ability and Attitude. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(2), 59-67.
Samsudin, S., & Ayu, D. (2022). Standards Management Of Covid-19 Prevention According To world Health Organization (WHO). Jurnal PKM Manajemen Bisnis, 2(1), 28-33.
Sanitias, S., & Dani, M. (2022). Optimization Of Msmes Marketing Using Whatsapp. Jurnal PKM Manajemen Bisnis, 2(1), 1-10.
Solahuddin, M. (2021). Being Creative Early on is the Main Capital for Entrepreneurship. Jurnal PKM Manajemen Bisnis, 1(2), 73-78.
Sugiarti, E. (2018). Building Work Commitment of Bppt Employee. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 1(2), 171-180.
Sugiarti, E. (2022). The Influence of Training, Work Environment and Career Development on Work Motivation That Has an Impact on Employee Performance at PT. Suryamas Elsindo Primatama In West Jakarta. International Journal of Artificial Intelligence Research, 6(1).
Ulfah, M. (2021). Building Teacher Performance Based Islam Religious Values. AKADEMIK: Jurnal Mahasiswa Humanis, 1(1), 9-17.
Wahyu, W., & Salam, R. (2020). KOMITMEN ORGANISASI (Kajian: Manajemen Sumber Daya Manusia).
Yanti, L. (2021). Analisis Kinerja Pegawai Berdasarkan Aspek Kepribadian Diri. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(1), 27-33.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
