Pengaruh Citra Merek, Kualitas, Harga, dan Promosi terhadap Keputusan Pembelian di Miniso Jakarta (Studi Kasus pada Miniso Atrium Senen)
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Citra Merek terhadap Keputusan Pembelian produk Miniso, (2) pengaruh Kualitas terhadap Keputusan Pembelian produk Miniso, (3) pengaruh Harga terhadap Keputusan Pembelian produk Miniso, (4) pengaruh promosi terhadap Keputusan Pembelian produk Miniso, dan (5) pengaruh citra merek, kualitas, harga, promosi, terhadap Keputusan Pembelian produk Miniso Atrium Senen. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara variabel Citra Merek, Kualitas, Harga, Promosi secara simultan terhadap Keputusan Pembelian. Hal ini ditunjukkan dari hasil penelitian nilai F hitung > F tabel atau 44,746 > 3,09 dan nilai probabilitas < 0,05 atau 0,00 < 0,05. Dengan demikian Ha diterima, yaitu ada pengaruh Citra Merek, Kualitas , Harga, dan Promosi secara simultan terhadap Keputusan Pembelian. Berdasarkan hasil di atas, disarankan agar produktivitas karyawan yang telah dicapai saat ini hendaknya dipertahankan dan lebih ditingkatkan lagi karena masih ada beberapa indikator yang harus dibenahi.
Kata Kunci: Citra Merek; Kualitas; Harga; Promosi; Keputusan Pembelian
References
Alma, Buchari. 2014. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Assauri, Sofjan. 2013. Manajemen Pemasaran. Jakarta: Rajawali Pers.
Basu, Swastha dan T. Hani Handoko. 2000. Manajemen Pemasaran Analisa Perilaku konsumen. Edisi 1. Yogyakarta: BPFE
Daryanto. 2013. Sari Kuliah Manajemen Pemasaran. Cetakan 2. Bandung: PT Sarana Tutorial Nurani Sejahtera.
Febrianti, F. D., Sugiyanto, S., & Fitria, J. R. (2020). Green Intellectual Capital Conservatism Earning Management, To Future Stock Return As Moderating Stock Return (Study Of Mining Companies In Indonesia Listed On Idx For The Period Of 2014-2019). The Accounting Journal Of Binaniaga, 5(2), 141-154.
Gitosudarmo, Indriyo. 2014. Manajemen Operasi. Yogyakarta: BPFE.
Kotler, Philip dan Kevin Lane Keller. 2012. Manajemen Pemasaran Jilid 1. Edisi 12. Jakarta:
Erlangga.
Kotler, Philip dan Gary Armstrong. 2012. Prinsip-prinsip Pemasaran. Jilid 1. Edisi 13.
Jakarta: Erlangga
-------.2016. Dasar-dasar Pemasaran. Jilid 1. Edisi 9. Jakarta: Erlangga
Mursid. 2014. Manajemen Pemasaran. Jakarta: Bumi Aksara.
Romadhina, A. P. (2020). Sugiyanto.". Pengantar Ilmu Ekonomi Mikro Dan Makro.
Sugiyanto, . And Luh Nadi, . And I Ketut Wenten, . (2020) Studi Kelayakan Bisnis. Yayasan Pendidikan Dan Sosial Indonesia Maju (Ypsim), Serang. Isbn 978-623-7815563
Sugiyanto, . (2020) Manajemen Pemasaran : Inspiring The Salesmanship. Yayasan Pendidikan Dan Sosial Indonesia Maju (Ypsim), Banten. Isbn 9786237815853
Setiadi, J. Nugroho. 2003. Perilaku Konsumen: Konsep dan Implikasi untuk Strategi dan
Penelitian Pemasaran. Jakarta: Prenada Media.
Setiadi, J Nugroho. 2010. Perilaku Konsumen. Jakarta: Kencana.
Sugiyanto, S. (2022). The effect of the audit opinion, financial distress, and good corporate governance on audit delay. Keberlanjutan : Jurnal Manajemen dan Jurnal Akuntansi, 7(1), 72-82
Sugiyanto, S., & Febrianti, F. D. (2021). The effect of green intellectual capital, conservatism, earning management, to future stock return and its implications on stock return. The Indonesian Accounting Review, 11(1), 93.
Afandi, A. (2021). MENTORING PROGRAM: Empowerment and Human Resources Development. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 87-94.
Andreas, D. (2022). EMPLOYEE PERFORMANCE: The Effect Of Motivation And Job Satisfaction. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 28-35.
Anggranei, F. N. (2020). Realitas Kompetensi Guru Pasca Sertifikasi. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 3(4), 331-340.
Gunawan, I. (2022). CUSTOMER LOYALTY: The Effect Customer Satisfaction, Experiential Marketing and Product Quality. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 35-50.
Indra, W. (2021). Detection of Gen C/EBPα Encodes the Meat Quality. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 24-32.
Iswardani, W. (2021). Hydroponic Vegetable Production Planning at Plantation Parung Farm Bogor. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 8-15.
Jayanti, L. (2022). Socialization Of Financial Literacy During The Covid-19 Pandemic In South Tanggerang MSME Gallery. Jurnal PKM Manajemen Bisnis, 2(1), 34-43.
Novitasari, A., & Yulizar, Y. (2023). Company Value Disclosure Based on Fundamental Analysis of Energy Companies in Indonesia. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 65-73.
Anggraini, F. N. (2022). PERFORMANCE: Self, Management, and Organizational Social Perspectives. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 1-9.
Nurbaeti, S. (2022). Significance of the Influence of Leadership Model, Morale, and Satisfaction on Performance Consistency. PRODUKTIF: Jurnal Kepegawaian dan Organisasi, 1(1), 10-18.
Nuriadi, N. (2021). The Effectiveness Of Application Of Marketing Strategies In Private Higher Education. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 104-113.
Nurlaila, P. (2022). PERFORMANCE MODEL: Satisfaction, Commitment and Reward Based. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 19-26.
Pambudi, R. F., & Kustini, E. (2023). BUSINESS DIGITALIZATION TRAINING: Optimization of Digital Business Opportunities and Advantages. Jurnal PKM Manajemen Bisnis, 3(1), 14-22.
Rahman, A. (2023). Professional Work Model in Terms of Standard Operating Procedures, Intelligence, Rules and Ethics. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 3(2), 74-85.
Sari, E. N. (2021). Concept Of Small And Medium Entrepreneurs In Customer Oriented Islam. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 123-131.
Anggraeni, F. N. (2020). Survey Motivasi Kerja Driver Ojek Online Grab. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 3(3), 251-260.
Solahudin, M. (2022). PREDICTING THE INCREASE OF COMPANY VALUE BASED ON PROFIT AND DEBT GOVERNANCE POLICIES: A Case Study on Indonesian Automotive Companies. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(3), 123-131.
Wulandari, D. (2022). Customer Satisfaction as a Priority in Excellent Banking Services. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 27-34.
SUGIYANTO, S. (2018). Pengaruh Tax Avoidance Terhadap Nilai Perusahaan Dengan Pemoderasi Kepemilikan Institusional. Jurnal Ilmiah Akuntansi Universitas Pamulang, 6(1), 82-96.
Sugiyanto, E. M. (2018). Earning Management, Risk Profile And Efficient Operation In The Prediction Model Of Banking: Eviden From Indonesia.
Syafrizal, S., & Sugiyanto, S. (2022). Pengaruh Capital Intensity, Intensitas Persediaan, dan Leverage terhadap Agresivitas Pajak (Studi pada Perusahaan Pertambangan Terdaftar Idx 2017-2021). SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management and Business, 5(3), 829-842.
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.
