Pengaruh Kualitas Produk, Fitur Produk dan Promosi Terhadap Keputusan Pembelian Daihatsu Gran Max dengan Brand Image Sebagai Variabel Moderasi
DOI:
https://doi.org/10.35870/emt.v8i2.2058Keywords:
Product Quality, Product Features, Purchasing Decisions, Brand ImageAbstract
This research aims to analyze the influence of product quality, product features and promotion on purchasing decisions for the Daihatsu Gran Max with brand image as a moderating variable. The sample used in this research was 200 respondents. Data was collected using a purposive sampling method and hypothesis testing using Moderated Regression Analysis (MRA). The results of this research show that Product Quality has a significant influence on Purchasing Decisions, Product Features have a significant influence on Purchasing Decisions and Promotion has a significant influence on Purchasing Decisions, Brand Image can moderate the influence of Product Quality, Product Features and Promotion on Purchasing Decisions.
Downloads
References
Aditi, P. (2022). Pengaruh Harga, Fitur Produk, dan Promosi Terhadap Keputusan Pembelian Mobil Merek Honda di Kota Malang dengan Brand Image Sebagai Variabel Moderasi. Jurnal Ilmiah Manajemen dan Bisnis, 19(1).
Andriyani, D. Z. (2021). Pengaruh Kualitas Produk, Fitur Produk, Promosi, dan Persepsi Harga Terhadap Keputusan Pembelian Mobil Toyota Yaris di Wijaya Toyota Dago Bandung dengan Brand Image sebagai Variabel Moderasi. Jurnal Ilmiah Manajemen, Ekonomi, dan Akuntansi, 1(2).
Ashari, A. P., Hardiyono, H., & Aswar, N. F. (2020). Analisis Pengaruh Citra Merk, Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Smartphone Samsung Di Makassar. MANDAR: Management Development and Applied Research Journal, 3(1), 18-32. DOI: https://doi.org/10.31605/mandar.v3i1.864.
Daga, R. (2017). Citra, Kualitas Produk, dan Kepuasan Pelanggan. Global Research And Consulting Institute.
Fandy, T., & Greforius, C. (2016). Pemasaran Jasa (Prinsip, Penerapan, dan Penelitian). Yogyakarta: Andi, 32.
Firmanto, Y. (2019). Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Konsumen Pada Produk Chicken Kfc. Almana: Jurnal Manajemen dan Bisnis, 3(1), 74-83. DOI https://doi.org/10.36555/almana.v3i1.445.
Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
Hurriyati, R. (2005). Bauran pemasaran dan loyalitas konsumen. Bandung: Alfabeta, 129, 29.
Kotler, P., & Keller, K. L. (2007). Manajemen Pemasaran, Edisi 12, Jilid 1, Jakarta: PT. Indek Kelompok Gramedia.
Kuantitatif, P. P. (2016). Metode Penelitian Kunatitatif Kualitatif dan R&D. Alfabeta, Bandung.
Luthansyah, A. (2019). Pengaruh kualitas produk, fitur produk dan promosi terhadap keputusan pembelian mobil X-Pander: Studi pada pengguna mobil X-Pander di Kota Malang (Doctoral dissertation, Universitas Islam Negeri Maulana Malik Ibrahim).
Pradana, M., & Reventiary, A. (2016). Pengaruh atribut produk terhadap keputusan pembelian sepatu merek Customade (studi di merek dagang Customade Indonesia). Jurnal Manajemen, 6(1). DOI: https://doi.org/10.26460/jm.v6i1.196.
Praestuti, C. (2020). Marketing mix terhadap kepuasan konsumen pada mama-mama penjual noken di oyehe kabupaten nabire. Jurnal Administrasi Bisnis, 10(1), 21-24. DOI: https://doi.org/10.35797/jab.v10.i1.21-24.
Pratama, R. (2020). Pengantar manajemen. Deepublish.
Rosmayati, S., Sudirman, A., Haerany, A., Arifudin, O., Rijal, K., Alaydrus, S., ... & Nugroho, L. (2020). Perilaku konsumen dan perkembangannya di era digital. Bandung: Widina Bhakti Persada.
Sarpiana, S., Hamid, R. S., & Maszudi, E. (2023). Pengaruh Viral Marketing, Media Pemasaran Online, Kepercayaan Pelanggan Terhadap Keputusan Pembelian Tiktokshop. Pengaruh Viral Marketing, Media Pemasaran Online, Kepercayaan Pelanggan Terhadap Keputusan Pembelian Tiktokshop, 6(2), 1359-1367.
Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
Sutiyono, R., & Hadibrata, B. (2020). The Effect Of Prices, Brand Images, And After Sales Service Reinforced Bar Steel Products On Consumer Purchasing Decisions Of PT. Krakatau Wajatama Osaka Steel Marketing. Dinasti International Journal of Education Management And Social Science, 1(6), 947-967. DOI: https://doi.org/10.31933/dijemss.v1i6.471.
Weswaning, H. B. D. Y. S., Putra, R. T., Sonani, N., & Yulia, I. A. (2023). Pengaruh Brand Ambassador, Product Image, Cita Rasa dan Harga Terhadap Keputusan Pembelian Mie Sedaap Korean Spicy. Jurnal EMT KITA, 7(4), 940-949. DOI: https://doi.org/10.35870/emt.v7i4.1536.
Widiana, M. E., & Sinaga, B. (2010). Dasar-Dasar Pemasaran. Bandung: Karya Putra Darwati.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Mumuh Muharom, Iis Anisa Yulia, Agus Prana Mulia
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
