Pengaruh Kualitas, Harga, kepuasan dan Citra Merek terhadap Keputusan Pembelian Produk Kecantikan

Cut Devi Maulidasari; Damrus Damrus; Chairiyaton Chairiyaton

doi:10.35308/jbkan.v7i1.7502

Pengaruh Kualitas, Harga, kepuasan dan Citra Merek terhadap Keputusan Pembelian Produk Kecantikan

Cut Devi Maulidasari, Damrus Damrus, Chairiyaton Chairiyaton

Abstract

In the midst of an increasingly advanced civilization, various companies are required to continue to innovate and maintain stability in order to be able to continue to exist in society and be able to compete in the business world. One of the businesses that continues to grow rapidly after the Covid-19 pandemic and has succeeded in dominating the domestic market to date is the sales-related industry that offers a variety of beauty products. In deciding to buy a product, potential customers have certain criteria. Research using qualitative research methods. Several factors drive consumer purchasing decisions, such as the quality of products marketed that do not contain harmful substances, the brand image attached to these products, and affordable product prices.

Keywords: Quality, Price, Brand Image, Purchase Decision, Beauty Products

Full Text:

PDF (Bahasa Indonesia)

References

“A.Shimp, Terence. 2014. “Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi”. Jakarta: Salemba Empat”

“Achmad Yanu Alif Fianto , et al. 2014. “The Influence of Brand Image on Purchase Behavior Trough Brand Trust”, Business Management and Strategy, Vol 5, No. 2: Hal. 58-76.”

“Alfred, Owusu. (2013). “Influences of Price And Quality On Consumer Purchase Of Mobile.” “European Journal of Business and Management. Vol.5, No.1, www.iiste.org.”

“Ariyoto. (2001). “Prinsip-Prinsip Manajemen Operasional (2nd Ed.; Barry, Ed.).” Jakarta: Gramedia.”

“Baruna Hadi Brata, Shilvana Husani, dan Hapzi Ali. 2017. “The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta.” Saudi Journal of Business and Management Studies, Vol. 2, No. 4B.”

“Basu Swastha. 2008. “Menejemen Pemasaran Modern. (edisi 2)”, yogyakarta : Penerbit Liberty-Yogyakarta.”

“Erdalina W dan Susi Evanita. 2015. “Pengaruh Kualitas Produk, Harga dan Iklan Televisi terhadap Keputusan Pembelian Produk Kosmetik Merek Citra Hand and Body Lotion di Pariaman”. Jurnal Riset Manajemen Bisnis dan Publik, 3(1).”

“Fianto, A. Y. A., Hadiwidjojo, D., Aisjah, S., & Solimun, S. (2014). “The Influence of Brand Image on Purchase Behaviour Through Brand Trust. Business Management and Strategy.” 5(2), 58. https://doi.org/10.5296/bms.v5i2.6003”

“Indrawati. (2015). “Metode Penelitian Manajemen dan Bisnis Konvergensi Teknologi Komunikasi dan Informasi, Bandung : Aditama.”

“Kotler, Philip (2004). “Marketing Management, The Millenium Edition. Englewood Cliffs.” New Jersey : Prentice Hall.”

“Kotler, Philip & Gerry Armstrong, “(2014): “Principle Of Marketing, 15th edition. New Jersey: Pearson Pretice Hall.”

“Kotler, Philip and Gary Amstrong.” (2016). “Prinsip-prinsip Pemasaran. Edisi13. Jilid 1. Jakarta :Erlangga.”

“Li, X. G., Wang, X., & Cai, Y. J. (2011).” “Corporate-, product-, and user-image dimensions and purchase intentions: The mediating role of cognitive and affective attitudes. Journal of Computers, 6(9), 1875–1879. https://doi.org/10.4304/jcp.6.9.1875-1879”

“Mutiara, & Madiawati, P. N. (2019). “Pengaruh Electronic Word dan Citra Merek Terhadap Keputusan Pembelian Nature Republic Aloe Vera 92% Soothing Gel. E-Proceeding of Management, 6(1), 1099–1106.”

“Rahman, H. A., & Sitio, A. (2019). “The Effect of Promotion and Product Quality Through Purchase Decision on the Customer “Satisfaction of Bohemian Project . “Id Products. InternationalJournal of Engineering Technologies and Management Research, 6(January). https://doi.org/10.5281/zenodo.2555331”

“Rommy, A. S. N., Moh, N. B. H. H., & Nur, A. R. Y. N. (2018). “Effect Of Brand Image And Price Perception On Purchase Decision. “Journal of Business and Management, 20(8), 76– 81. https://doi.org/10.9790/487X-2008027681”

“Saputra, S., Hidayat, K., & Sunarti, S. (2017). “Pengaruh Kualitas Produk terhadap Keputusan Pembelian dan Dampkanya Terhadap Kepuasan Konsumen Pengguna Iphone (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Malang).” Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 50(6), 85–95.”

“Sumarwan, Ujang. “(2015). “Perilaku konsumen: “teori dan peranannya dalam pemasaran. (2 Ed). “Ghalia Indonesia: Bogor.”

“Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. “(2017). “Pengaruh kualitas produk dan brand image terhadap keputusan pembelian. “Jurnal bisnis dan manajemen, 4(1).”

“Sutisna. 2001. “Perilaku Konsumen dan Komunikasi Pemasaran”. Bandung: PT Remaja Rosdakarya”

DOI: https://doi.org/10.35308/jbkan.v7i1.7502