The Influence of Price and Brand Identity and Perceived Benefits on the Decision to Purchase a Honda Motorcycle at PT Pohon Mulia Investama Surabaya
Pengaruh Harga, Brand Identity dan Manfaat Yang Dirasakan Terhadap Keputusan Pembelian Sepeda Motor Honda Pada PT Pohon Mulia Investama Surabaya
DOI:
https://doi.org/10.21070/ups.6372Keywords:
Brand Image, Perceived Benefits, Purchasing Decisions, PriceAbstract
This research aims to determine the influence of price, brand identity, and perceived benefits on purchasing decisions. The sampling technique in this research used the Accidental Sampling method by distributing questionnaires to 80 respondents. The data analysis method used several statistical tests: research instrument testing (validity and reliability testing) and hypothesis testing. The research results show that: (1) price positively influences purchasing decisions. (2) brand identity has a positive influence on purchasing decisions. (3) perceived benefits have a positive influence on purchasing decisions.
Downloads
References
Y. Yasri, P. Susanto, M. E. Hoque, and M. A. Gusti, “Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?,” Heliyon, vol. 6, no. 11, 2020, doi: 10.1016/j.heliyon.2020.e05532.
C. L. R. Winasis, H. S. Widianti, and B. Hadibrata, “Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran),” J. Ilmu Manaj. Terap., vol. 3, no. 4, pp. 452–462, 2022.
R. G. Alam, D. R., Hismi, H., Sahrul, S., & Suyatna, “Pengaruh Harga dan Promosi terhadap Keputusan Pembelian ( Studi Kasus pada Mahasiswa UPG Pengguna Aplikasi Shopee ),” vol. 2, no. 1, 2024.
C. M. Gunarsih, J. A. F. Kalangi, and L. F. Tamengkel, “Pengaruh Harga Terhadap Keputusan Pembelian Konsumen Di Toko Pelita Jaya Buyungon Amurang,” Productivity, vol. 2, no. 1, pp. 69–72, 2021.
S. Ge, Z., Chen, D., Zhang, J., Rao, J., Yin, J., Wang, D., … Liu, “Facile synthesis of dumbbell-shaped dendritic-linear-dendritic triblock copolymer via reversible addition-fragmentation chain transfer polymerization,” J. Polym. Sci. Part A Polym. Chem., vol. 45, no. 8, pp. 1432–1445, 2007.
S. V Sumardyo, S., & Riorini, “Electronics Word of Mouth dan Peran Mediasi Brand Equity dan Brand Identity antara Electronics Word of Mouth terhadap Willingness to Pay Konsumen Mobil Listrik,” J. Pendidik. Tambusai, vol. 8, pp. 8460–8470, 2024.
C. Irawan, “Analisis Isi Brand Identity Traveloka Melalui Iklan Televisi,” J. E-Komunikasi, vol. 5, no. 10, 2017.
Y. N. Dewi, F. S., & Hasanah, “Pengaruh Electronic Word of Mouth (E-Wom), Brand Image dan Brand Trust Terhadap Keputusan Pembelian Bedak Wardah di Indonesia,” J. Ekon. Ef., vol. 5, no. 3, p. 395, 2023.
R. Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, “Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra,” Jesya (Jurnal Ekon. Ekon. Syariah), vol. 4, no. 1, pp. 120–136, 2020.
H. Sarasuni, F., & Harti, “Pengaruh kesadaran lingkungan dan persepsi nilai terhadap keputusan pembelian.,” J. Manaj., vol. 13, no. 2, pp. 224–231, 2021.
N. K. Malhotra, “Marketing Research: An Applied Orientation (5th Edition),” Mark. Res. An Appl. Orientat. (5th Ed., 2006.
& B. H. Nurliyanti, N., Anestesia Arnis Susanti, “Pengaruh Harga, Promosi Dan Brand Image Terhadap Keputusan Pembelian (Literature Review Strategi Marketing Manajement),” J. Ilmu Hukum, Hum. Dan Polit., vol. 2, no. 2, 2022.
A. S. Herawati, H., & Putra, “Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Azarine Cosmetic.,” J. Educ., vol. 5, no. 2, pp. 4170–4178.
M. Aeni, N., & Ekhsan, “Pengaruh Brand Image Terhadap Keputusan Pembelian yang di Mediasi Brand Trust,” Jesya (Jurnal Ekon. Ekon. Syariah), vol. 4, no. 1, pp. 377–386, 2020.
M. G. Haque, “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Pt. Berlian Multitama Di Jakarta,” vol. 21, no. 134, pp. 31–38, 2020.
S. Darmansyah, Salim, M., & Bachri, “Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Produk di Indonesia (Penelitian Online),” J. Manaj., vol. 12, no. 2, 2014.
M. Alfiah, A., Suhendar, A., & Yusuf, “Pengaruh Kualitas Produk, Citra Merek dan Harga terhadap Keputusan Pembelian Vinyl Flooring Merek Taco di CV Indosanjaya Kota Bandung,” SEIKO J. Manag. Bus., vol. 6, no. 1, pp. 492–503, 2023.
A. Asja, H. J., Susanti, S., & Fauzi, “Pengaruh Manfaat, Kemudahan, dan Pendapatan terhadap Minat Menggunakan Paylater: Studi Kasus Masyarakat di DKI Jakarta,” J. Akuntansi, Keuangan, Dan Manaj., vol. 2, no. 4, pp. 309–325, 2021.
A. Husein, Y., Isyanto, P., & Darojatul Romli, “Pengaruh Promosi Dan Persepsi Manfaat Terhadap Keputusan Pembelian Aplikasi Dompet Digital Ovo Pada Mahasiswa Universitas Buana Perjuangan Karawang,” J. Manag. Student, vol. 1, no. 1, pp. 1–9, 2021.
H. Widhiaswara, I. A., & Soesanto, “Analisis Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunaan dan Persepsi Risiko Terhadap Keputusan Pembelian dengan Kepercayaan Sebagai Variabel Intervening (Studi Pada Konsumen Gofood di Kota Semarang),” J. Sains Pemasar. Indones. (Indonesian J. Mark. Sci., vol. 19, no. 2, pp. 114–125, 2020.
Downloads
Additional Files
Posted
License
Copyright (c) 2024 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
