Published: 2024-04-30
Analisis Pengaruh Brand Image, Consumer Behavior dan Price Terhadap Keputusan Pembelian Produk Scarlett (Studi Kasus Pada Pengguna Scarlett)
DOI: 10.35870/emt.v8i2.2445
Alisman, Raihan Salsabilla, Zakaria, Ijal Fahmi, Dedi Sufriadi
-
Alisman:
Universitas Teuku Umar
- Raihan Salsabilla: Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Meulaboh
-
Zakaria:
Universitas Serambi Mekkah
-
Ijal Fahmi:
Universitas Serambi Mekkah
-
Dedi Sufriadi:
Universitas Serambi Mekkah
Abstract
Scarlett is a brand originating from Indonesia, produced by PT. Opto Lumbung Sejahtera was founded at the end of 2017. Scarlett products are in first position, as the best-selling products in 2021. To increase sales and improve the company's brand image, Scarlett recently used a new Brand Ambassador to market its products. The aim of this research is to analyze the influence of Brand Image, Consumer Behavior and Price on purchasing decisions for Scarlett products. This research uses a questionnaire distributed via Google Form online and offline. The object of this research is the influence of Brand Image, Consumer Behavior and Price on purchasing decisions for Scarlett products made by consumers or users of Scarlett products. Based on the research results, it shows that brand image (X1), consumer behavior (X2) and price (X3) have a positive and significant effect on purchasing decisions for Scarlett products. This is evident from the significance value of the F test, namely 0.000 < 0.05. So from these results it can be concluded that the hypothesis which states that brand image, consumer behavior and price influence the decision to purchase Scarlett products is accepted.
Keywords
Brand Image; Consumer Behavior; Price; Keputusan Pembelian Produk; Scarlett
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 8 No. 2 (2024)
-
Section: Articles
-
Published: 2024-04-30
-
License: CC BY 4.0
-
Copyright: © 2024 Authors
-
DOI: 10.35870/emt.v8i2.2445
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Alisman, Universitas Teuku Umar
Fakultas Ekonomi, Universitas Teuku Umar, Kabupaten Aceh Barat, Provinsi Aceh, Indonesia
Raihan Salsabilla, , Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Meulaboh
Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Meulaboh, Kabupaten Aceh Barat, Provinsi Aceh, Indonesia
Zakaria, Universitas Serambi Mekkah
Program Studi Pendidikan Ekonomi, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Serambi Mekkah, Kota Banda Aceh, Provinsi Aceh, Indonesia
Ijal Fahmi, Universitas Serambi Mekkah
Program Studi Manajemen, Fakultas Ekonomi, Universitas Serambi Mekkah, Kota Banda Aceh, Provinsi Aceh, Indonesia
Dedi Sufriadi, Universitas Serambi Mekkah
Program Studi Pendidikan Ekonomi, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Serambi Mekkah, Kota Banda Aceh, Provinsi Aceh, Indonesia
-
Agung Dermawan, A. (2020). Analisis faktor-faktor pengaruh keputusan pembelian produk kosmetik Skin Care Melalui Offline Dan Online [Skripsi].
-
Ahmad Jadari, & Sri Ernawati. (2023). Pengaruh Experiential Marketing dan Physical Evidence terhadap Loyalitas Konsumen Kafe Tea Break Kota Bima. LANCAH: Jurnal Inovasi Dan Tren, 1(2), 53–60. https://doi.org/10.35870/ljit.v1i2.1363
-
Al Mawaddah, C. (2022). Pengaruh Brand Ambassador Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa Di Kota Palembang Yang Dimediasi Oleh Brand Image [Skripsi].
-
Amilia, S., & Asmara Nst, M. O. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.
-
Bawono, A., Isanawikrama, Arif, K., & Kurniawan, Y. J. (2018). Pengaruh Perilaku Konsumen, Brand Image Dan Promosi Terhadap Keputusan Pembelian Online Pada Situs Belanja Online (Studi Kasus pada Situs Belanja Online XYZ). Jurnal Pengabdian Dan Kewirausahaan, 2(2), 131–144.
-
Darmansah, A., & Yosepha, S. Y. (2020). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee Di Wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–30.
-
Dhaifullah, A. (2017). Analisis Permintaan Dan Penawaran Susu Sapi Di Indonesia [Skripsi].
-
Ekawati, S., & Aryadirda, Y. (2018). Pengaruh Brand Image, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Planet Popcorn Pada Mahasiswa Fakultas Ekonomi Universitas Tarumanagara Jakarta. Jurnal Ekonomi, 20(3), 414–427.
-
Goenadhi, L., & Nobaiti. (2017). Pengantar Ekonomi Mikro. Scripta Cendikia.
-
Hajar, S., & Nuraini. (2024). Analisis Kepatuhan Pemilik Pangkalan LPG PT Kuta Naga Gas Terhadap HET yang Telah Ditetapkan Pemerintah dalam Penjualan Gas Subsidi Aceh Selatan. MISTER: Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research, 1(2), 54–63. https://doi.org/10.32672/mister.v1i2.1247
-
Iswanto, R. (2016). Pengaruh Brand Image Terhadap Keputusan Pembelian Pada Photo Cabin. Desain Komunikasi Visual, Manajemen Desain Dan Periklanan (Demandia), 116.
-
Junianto, R., Patiung, M., & Koesriwulandari. (2019). Analisis Trend Penawaran Dan Permintaan Komoditi Kedelai Indonesia. Jurnal Ilmiah Sosio Agribis, 19(2), 45–63.
-
Kawatak, I. T. (2019). Pengaruh Beauty Vlogger Dalam Meningkatkan Minat Beli Produk Kecantikan [Skripsi].
-
Kotler, P. (2015). Manajemen Pemasaran: Analisis, Perencanaan dan Pengendalian. Jakarta: Salemba Empat.
-
Kotler, P., & Armstrong, G. (2017). Prinsip-prinsip Pemasaran, Keputusan pembelian, Proses Keputusan Pembelian (Edisi ke-12). Jakarta: Erlangga.
-
Kotler, P., & Keller, K. L. (2015). Manajemen Pemasaran. Jakarta: Indeks.
-
Lubis Dewi, I. D., & Hidayat, R. (2015). Random Sampling. Dictionary of Statistics & Methodology, 5(1), 15–24.
-
Marzuki, & Dedi Sufriadi. (2024). Semangat Kerja dalam Menunjang Produktivitas Karyawan (Kajian Literatur). MISTER: Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research, 1(1), 06–13. https://doi.org/10.32672/mister.v1i1.1007
-
Meilina, A. (2021). Analisis Pengaruh Celebrity Endorsement Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening [Skripsi].
-
Monica, A. (2021). Pengaruh Celebrity Endorser, Citra Merek, Dan Kepercayaan Merek Terhadap Minat Beli Produk Scarlett [Skripsi].
-
Nanda Pratama, S., & Amirulmukminin. (2023). Pengaruh Testimoni terhadap Keputusan Pembelian pada Marketplace Shopee di Kota Bima. LANCAH: Jurnal Inovasi Dan Tren, 1(2), 90–95. https://doi.org/10.35870/ljit.v1i2.1627
-
Prihartono, R. M. S. (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). Jimea, 4(1), 106–113.
-
Ravikawati, C., Fatihudin, D., & Mochklas, D. M. (2019). Pengaruh Harga, Citra Merek, Dan Word of Mouth Terhadap Keputusan Pembelian Di Toko Buku Gramedia Surabaya Expo. Juni, 16(1), 46.
-
Rizqillah, M., & Kurniawan, P. H. (2020). Pengaruh promosi , kualitas dan citra merek terhadap keputusan pembelian produk perlengkapan bayi Snobby di kota Batam. Jurnal Ilimiah Core It, x, 95–106.
-
Saputro, M. P. E., Anandha, N. A., & Rizqi, R. M. (2019). Perilaku Konsumen Dalam Keputusan Pembelian. Jurnal Ekonomi Dan Bisnis, 2(2), 36–44.
-
Scarlettwhitening. (2022). Scarlett Whitening – See The Beauty In Everyday Things. [Internet]. [Diakses 2022 September 15]. Tersedia Pada: Https://Scarlettwhitening.Com/
-
Sugiyono. (2017). Metode penelitian Kuantitatif, kualitatif dan R & B. Bandung: Alfabeta.
-
Yuliara, I. M. (2016). Modul Regresi Linier Berganda. Universitas Udayana, 18.
-
Yulistiara, E. (2021). Pengaruh Brand Scarlett, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Menurut Perspektif Ekonomi Islam Di Era New Normal ( Studi Pada Konsumen Scarlett di Kabupaten Pringsewu) [Skripsi].
-
Zulkarnain, V. C. (2021). Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Produk Kacang Mayasi. Performa: Jurnal Manajemen Dan Start-Up Bisnis, 6(3).
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.