Pengaruh persepsi harga, persepsi kualitas, dan persepsi merk terhadap minat pembelian mobil merk Wuling di Kota Jambi
Keywords:
Perception of price, perception of quality, perception of brand , purchase intentionAbstract
This study aims to analyze the effect of price perception, perceived quality, and brand perception on the purchase interest of Wuling cars in Jambi City, and to find out which variables are more dominant in influencing Wuling car purchase interest in Jambi City. This thesis uses a quantitative descriptive approach, namely research by emphasizing its analysis on numerical data (numbers) processed by statistical methods, namely quantitative data collected through measurement, namely multiple regression analysis. The results showed that 1. Price perception, quality perception, and brand perception together have a significant and positive effect on purchase intention. Partially price perception and perception of quality have a significant and positive effect on purchase intention, while brand perception does not have a significant and positive influence on purchase intention. 2. Perception of dominant quality has a significant and positive effect on purchase intention.
Downloads
References
Alma, Buchari. (2014). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta
Andiani, Arini Amelia. (2018). Pengaruh servicescape terhadap keputusan pembelian konsumen kafe Kopi di Kota Bogor (Studi Kasus Kopi Oey dan Coffee Toffee Bogor). Kampus IPB Darmaga Bogor.
Arikunto, Suharsimi. (2010). Prosedur penelitian: suatu pendekatan praktek. Edisi Revisi IV. Jakarta: PT Rineka Cipta.
Assael, H. (2001). Consumer behavior and marketing action, 6E (Paperback). Thomson Learning.
Ferdinand, Augusty. (2002). Pengembangan minat beli merek ekstensi. Semarang: Badan Penerbit Universitas Diponegoro. Ferdinand, Augusty. (2014). Metode Penelitian Manajemen. Semarang: Badan Penerbit: Universitas Diponegoro.
Gujarati, Damodar. (2003). Ekonomimetrika dasar. Jakarta: Erlangga.
Gujarati, Damodar. (2007). Ekonomimetrika dasar. Jakarta: Erlangga.
Hawkins, D. I., Best, R. J., & Coney, K. A. (1986). Consumer behavior. Bussiness Publication, Inc.
Kotler, Amstrong. (2008). Prinsip-prinsip pemasaran. Edisi kedua belas. Jilid 1. Jakarta: Erlangga.
Kotler, Philip & Gary Armstrong. (2009). Prinsip-prinsip pemasaran edisi 12 Jilid 1 & 2. Jakarta : Erlangga.
Kuncoro, Mudrajad. (2003). Metode riset untuk bisnis & ekonomi. Jakarta: Erlangga.
Mursyid, Abdullah. (2018). Pengaruh kualitas pelayanan, fasilitas dan pengambilan keputusan terhadap kepuasan konsumen pada real cafe di Makasar. Program Pasca Sarjana Universitas Negeri Makassar.
Sekaran, Uma. (2011). Research methods for business edisi I and 2. Jakarta: Salemba Empat.
Simamora, Bilson. (2004) Panduan riset perilaku konsumen. Jakarta: PT.Gramedia Pustaka Utama.
Singarimbun, Masri dan Sofian Effendi. (2002). Metode penelitian survai. Jakarta: LP3ES.
Stanton, William J. (2012). Dasar-dasar pemasaran manajemen. Yogyakarta: Danang Sunyoto
Sugiyono. (2004). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Slovin, M.J. (1960). Sampling, simon and schuster. Inc. New York
Tjiptono. (2008). Service management mewujudkan layanan prima. Yogyakarta: C.V Andi offset edisi II.
Trang, Irvan, et al. (2014). Kualitas pelayanan dan servicescape pengaruhnya terhadap kepuasan konsumen pada kentucky fried chicken multimart ranotana manado. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi.
Umar, Husein. (2005). Metodologi penelitian aplikasi dalam pemasaran. Edisi II. Jakarta: PT. Gramedia Pustaka Utama.
Xian, Gou Li, et al. (2011). Corporate-, product-, and user-image dimensions and purchase intentions. Journal of Computers, (6)9: 1875 1879.www.gaikindo.co.id
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Maruli Asi Tua Sihombing, Johannes Johannes, Novita Ekasari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.