Pengaruh Variabel Harga dan Citra Perusahaan terhadap Keputusan Pembelian Produk Wingsfood
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Keywords:
Price, Corporate Image, Purchase Decision
Abstract
The business world involving well-known corporations is increasingly showing competition through the sale of its products and efforts to dominate the market. One of the well-known corporations in Indonesia is Wingsfood which already has loyal customers because it trusts the products it produces since entering its market. This study aims to determine the effect of price and company image on purchasing decisions of Wingsfood products in the city of Mojokerto. Samples were taken as many as 143 respondents. The analytical tool used is SPSS 25. The research sampling technique uses random sampling. The questionnaire scale uses a Likert scale. Data consists of primary data taken from questionnaires distributed directly to respondents. The analysis used to examine the effect of price and company image is multiple linear analysis. From the results of data processing the regression equation Y = -2.211 + 0.387 + 0.869X2 is obtained. Research shows several findings, namely (1) price significantly influences the purchasing decisions of Wingsfood products in the city of Mojokerto, (2) company image has a significant effect on purchasing decisions of Wingsfood products in Mojokerto, (3) price and image of the company have a simultaneous effect on product purchasing decisions Wingsfood in koto Mojokerto
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References
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Cannon, H. M., & Schwaiger, M. (2005). The Role of Company Reputation in Business Simulations. Simulation & Gaming, 36, 188-202.
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Nguyen, N. & G. Leblanc. (2001). Corporate Image and Corporate Reputation in Customers’ Retention Decisions in Services, Journal of Retailing and Consumer Services, 8 (4), 227-236
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Schiffman,L & Kanuk L.L (2008). Perilaku Konsumen Edisi7, Jakarta : Indeks
Shapiro, C. (1983). Premiums for High Quality Products as Returns to Reputations, Quarterly Journal of Economics, 98(4), 659–679.
Sinambela, Ella Anastasya. (2017). Pengaruh Ekuitas Merek dan Harga terhadap Keputusan Pembelian Produk Kopi Bubuk Kemasan, Management & Accounting Research Journal, 1(2), 44-49
Sinclair, C. (2007). Packing a Punch:Using Pacakging as Effective Advertising and Communication to Build Your Bottom Line, Market Research Society, Annual Conference.
Senecal, S. & Nantel, J. (2004). The Influence of Online Product Recommendations on Consumers’ Online Choices, Journal of Retailing, 80(2), 159-169
Stewart, K.G. (2005). Introduction to applied econometrics. Cole Belmont, CA: Thomson Brooks.
Weigelt, K. & Camerer, C. (1988). Reputation and Corporate Strategy: A Review of Recent Theory and Applications, Strategic Management Journal, 9(5), 443–454.
Weiwei, Tang. (2007). Impact of Corporate Image and Corporate Reputation on Costomer Loyalty: A Review. Journal Management Science and Engineering, 1(2), 57-62
Vanhuele, M. & Drèze, X. (2002). Measuring the Price Knowledge Shoppers Bring to the Store, Journal of Marketing, 66(4), 72-85.
Zeithaml,Valerie. A. (1988). Consumer Perceptions of Price, Quality, and Value : A Mens-End Model and Synthesis of Evidence, Journal of Marketing, 52(3), 2-22
Al Hakim, Yusuf Rahman. & Samsul Arifin. (2017). Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Produk Rokok, Jurnal Agrimas, 1(1), 29-38
Cretu, Anca E & Roderick J Brodie. (2007). The Influence of the Brand Image and the Reputation of the Company where Producers Market Small Companies, customer value perspective. Industrial Marketing Management, 36(2):230-240.
Arifin, Samsul., Yusuf Rahman Al Hakim, Fajar Purwanto. (2018). Pengaruh Harga dan Gaya Hidup Terhadap Minat Mahasiswa Membeli Kerupuk Samiler di Kota Mojokerto, Jurnal Agrimas, 2(1), 23-32
Barney, J.B. (1991). Firm Resources and Sustained Competitive Advantage, Journal of Management, 17(1), 99–120.
Berman, B., & Evans, J. R. (1995). Retail Management, 6th ed., New York: McMillan Publishing Co.
Briesch, Richard A., Lakshaman Krishnamurthi, Tridib Mazumdar, S. P. Raj. (1997). A Comparative Analysis of Reference Price Models, Journal of Consumer, 24, 202–214.
Brown, Tom J dan Peter A.Dacin .(1997). The Company and the Product corporate associations and Consumer Product Responses, Journal of Marketing, 61 (1), 68-84
Carter, S. & Deephouse, D. (1999). ‘“Tough talk” and “soothing speech”: Managing Reputations for being Tough and for being Good, Corporate Reputation Review, 2, 308–332.
Cannon, H. M., & Schwaiger, M. (2005). The Role of Company Reputation in Business Simulations. Simulation & Gaming, 36, 188-202.
Chakrabartty, S.N. (2013). Best Split-Half and Maximum Reliability, Journal or Research & Method in Education. 3 (1),1-8.
Darmawan, Didit. (2011). Pengantar Manajemen Merek. Surabaya : Metromedia
Darmawan, Didit. (2014). Perilaku Konsumen. Surabaya : Metromedia
Darmawan, Didit. (2015). Metodologi Penelitian. Surabaya: Metromedia.
Darmawan, Didit. (2017). Pengaruh Kemasan dan Harga Terhadap Keputusan Pembelian Produk Sayuran Hidroponik, Jurnal Agrimas, 1 (1), 1-10
Darmawan, Didit. (2019). Kualitas Produk, Kesadaran Merek dan Harga serta Pengaruhnya Terhadap Kepuasan Pelanggan, Jurnal Administrasi Bisnis, 8 (2), 75-88
Darmawan, D., Mardikaningsih, R., Arifin, S., & Hariani, M. (2019). Upaya Memperkuat Citra Ramayana Departemen Toko Melalui Promosi Penjualan Dan Periklanan. Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 12 (1), 59-71.
Dickson, P. R., A. G. Sawyer. (1990). The Price Knowledge of Supermarket Shoppers. Journal of Marketing 54 (July) 42–53.
Dollinger, M., Golden, P. & Saxton, T. (1997). The Effect of Reputation on the Decision to Joint Venture, Strategic Management Journal, 18, 127–140.
Durmaz. Y & Jablonski. S. (2012). Integrated Approach to Factors Affecting Consumers Purchase Behavior in Poland and an Empirical Study. (JMBR), Volume 12 Issue 15. [4]
Fombrun, C. & Shanley, M. (1990). What’s in a name? Reputational building and corporate strategy, Acad-emy of Management Journal, 33, 233–258.
Gatewood, R.D., Gowan, M.A. and Lautenschlager, G.J. (1993). Corporate Image, Recruitment Image and Initial Job Choice Decisions’, Academy of Management Journal, 36(2), 414–427.
Gujarati Damodar N. (2004).” Basic Economics”. Fourth Edition. Singapore: Mc.Grawhill Inc.
Hair, J. F. Jr., William, C. B, Banin, B. J & Anderson, R. E. (2010). Multivariate Data Analysis 7th edition. New Jersey: Upper Saddle River-Prentice Hall.
Hall, R. (1993). A Framework Linking Intangible Resources and Capabilities to Sustainable Advantage’, Strategic Management Journal, 14(8), 607–618.
Hean Tat Keh, Yi Xie. (2009). Corporate Reputation and Customer Behavioral Intentions : The Roles of Trust, Indentification and Commitment, Industrial marketing management,.38 (7),732-742.
Herbig, P., Milewicz, J. and Golden, J. (1994) ‘A Model of Reputation Building and Destruction’, Journal of Business Research, 31, 23–31.
Ishaq, Ishtiaq. (2012). Perceived Value, Servise Quality,Corporate Image and Customer Loyalty, Serbian Journal of Management, 7, 25-36.
Kotler, P. dan Kevin Lane Keller. (2012). Marketing Management 14th edition. Jakarta : PT Indeks Kelompok Gramedia.
Kotler, P., & Armstrong, G.M., (2006). Principles of Marketing 11th Edition. Upper Saddle River, NJ: Pearson Education, Inc.
Krishna, A., Currim, I. C. & Shoemaker, R. (1991). Consumer Perceptions of Promotional Activity. Journal of Marketing, 55(2), 4–16.
Naehyun et al. (2016). The effect of image price fairness, International Journal of Contemporary Hospitality Management,Vol.28 Issue:9,pp 1895-1914.
Nguyen, N. & G. Leblanc. (2001). Corporate Image and Corporate Reputation in Customers’ Retention Decisions in Services, Journal of Retailing and Consumer Services, 8 (4), 227-236
Thomson (2013).Analisis Pengaruh Kualitas Pelayaanan Konsumen pada warung ucok Durian Iskandar Muda Medan terhadap Keputusan Pembelian.FE USU
Blackwell, R., P. W. Miniard & J. F. Engel, (2006). Consumer Behavior, 10th ed. Thomson, Ed. South-Western: Cengage Learning
Satit Rezky Purna., Tat HH, Rasli A, Chin TA, & Sukati I. (2012). The Relationship Between Marketing Mix And Customer Decision-Making Over Travel Agents: An Empirical Study. International Journal of Academic Research in Business and Social Scienes, 2 (6), 522-530 .
Schiffman,L & Kanuk L.L (2008). Perilaku Konsumen Edisi7, Jakarta : Indeks
Shapiro, C. (1983). Premiums for High Quality Products as Returns to Reputations, Quarterly Journal of Economics, 98(4), 659–679.
Sinambela, Ella Anastasya. (2017). Pengaruh Ekuitas Merek dan Harga terhadap Keputusan Pembelian Produk Kopi Bubuk Kemasan, Management & Accounting Research Journal, 1(2), 44-49
Sinclair, C. (2007). Packing a Punch:Using Pacakging as Effective Advertising and Communication to Build Your Bottom Line, Market Research Society, Annual Conference.
Senecal, S. & Nantel, J. (2004). The Influence of Online Product Recommendations on Consumers’ Online Choices, Journal of Retailing, 80(2), 159-169
Stewart, K.G. (2005). Introduction to applied econometrics. Cole Belmont, CA: Thomson Brooks.
Weigelt, K. & Camerer, C. (1988). Reputation and Corporate Strategy: A Review of Recent Theory and Applications, Strategic Management Journal, 9(5), 443–454.
Weiwei, Tang. (2007). Impact of Corporate Image and Corporate Reputation on Costomer Loyalty: A Review. Journal Management Science and Engineering, 1(2), 57-62
Vanhuele, M. & Drèze, X. (2002). Measuring the Price Knowledge Shoppers Bring to the Store, Journal of Marketing, 66(4), 72-85.
Zeithaml,Valerie. A. (1988). Consumer Perceptions of Price, Quality, and Value : A Mens-End Model and Synthesis of Evidence, Journal of Marketing, 52(3), 2-22
Published
2020-06-20
How to Cite
Sinambela, E. A., Sari, P. P., & Arifin, S. (2020). Pengaruh Variabel Harga dan Citra Perusahaan terhadap Keputusan Pembelian Produk Wingsfood. AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 12(1), 55-70. https://doi.org/10.35457/akuntabilitas.v12i1.1053
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