PENGARUH BRAND IMAGE, ELECTRONIC WORD OF MOUTH (E-WOM) DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK AIR MINUM GALON CRYSTALLINE PADA PT. PANCARAN KASIH ABADI
DOI:
https://doi.org/10.32815/jubis.v3i1.1089Keywords:
brand image, , e-WOM, price, purchasing decision, crystallineAbstract
This study aims to determine the effect of: 1) brand image, 2) electronic word of mouth (e-WOM), and 3) price on purchasing decisions of Crystalline gallon drinking water products at PT. Pancaran Kasih Abadi. This research is a quantitative descriptive research by conducting a survey to reveal the influence of research variables. This research was conducted at PT. Pancaran Kasih Abadi Yogyakarta as the sole and official distributor of Crystalline gallon drinking water along with its agents, sub agents and retailers. Respondents in this study were 106 consumers of Crystalline drinking water. The data obtained were then processed by multiple regression analysis with the help of SPSS version 25. The results showed: 1) brand image has a positive and significant effect on purchasing decisions of Crystalline gallon drinking water, 2) e-WOM has a positive and significant effect on purchasing decisions of Crystalline gallon drinking water, 3) price has no significant effect on purchasing of Crystalline gallon drinking water, 4) brand image, e-WOM and price simultaneously have a positive and significant effect on purchasing decisions of Crystalline gallon drinking water.
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Swastha, Basu dan Hani Handoko. (2011). Manajemen Pemasaran. Analisis Perilaku Konsumen. BPFE, Yogyakarta.
Wan Zulkiffli, W. F, Hong, L. M., Ramlee, S. I. F., Mat Yunoh, M. N, & Che Aziz, R (2017). The Effectiveness of Electronic Word-Of-Mouth (E-WOM) on Consumer Purchase Intention Among Generation-Y. International Journal of Accounting, Finance and Business (IJAFB), 2(6), 18-26.
Albari dan Indah Safitri. (2018). The Influence of Product Price on Consumers’ Purchasing Decisions. Review of Integrative Business and Economics Research, Vol. 7, Supplementary Issue 2. pp: 328-337.
Amron, Amron. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars, European Scientific Journal, Vol.14, No.13, pp. 288-239.
Arif, Moh. (2019). The Influence of Electronic Word of Mouth (e-WOM), Brand Image, and Price on re-Purchase Intention of Airline Customers. Jurnal Aplikasi Manajemen. 17. 345-356. 10.21776/ub.jam.2019.017.02.18.
Arikunto, S. (2013). Prosedur Penelitian Suatu Pendekatan Praktik. Edisi Revisi. Jakarta: PT. Rineka Cipta.
Arikunto, Suharsimi. (2002). Prosedur Penelitian, Suatu Pendekatan Praktek. Jakarta: PT Rineka Cipta.
Arikunto. (2005). Metode Penelitian Kualitatif. Jakarta: Sagung Seto
Chu, S. and Kim, Y. (2011) Determinants of Consumer Engagement in Electronic Word of Mouth (e-WOM) in Social Networking Sites. International Journal of Advertising, 30, 47-75.
CNBC Indonesia. (2021, 27 Juli). Penjualan Air Kemasan Galon Naik Lebih dari 15% Saat PPKM. CNBC TV Indonesia. Diambil dari https://www.cnbcindonesia.com
Eko Teguh Prasetyo and Sri Purwantini. (2017). An Influence Analysis of Product
Quality, Brand Image, and Price on The Decision to Buy Toshiba Laptop.
Journal of Management Vol.1, No.2.
Cooper, Donald R and C. William Emory. 1995. Business Research Methods, 5th Ed,Chicago: Richard D. Irwin, Inc
Fandy Tjiptono. (2007). Strategi Pemasaran.Edisi ke dua, penerbit Andi, Yogyakarta.
Fandy, Tjiptono. (2011). Service Management Mewujudkan Layanan Prima. Edisi 2. Yogyakarta: Andi.
Fure, Ferdyanto, Joyce Lapian, dan Rita Taroreh. (2015). Pengaruh Brand Image, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen di J.Co Manado . Jurnal EMBA Vol.3 No.1, Hal.367-377.
Ghozali, Imam, (2009). Aplikasi Analisis Multivariate Dengan Program SPSS, Semarang: Badan Penerbit Universitas Diponegoro, Vol.100-125.
Ghozali, Imam. (2005). Aplikasi Analisis Multivariate dengan SPSS. Semarang: Badan Penerbit UNDIP.
Ghozali, Imam. (2006). Aplikasi Analisis Multivariate Dengan Program SPSS. Cetakan Keempat. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. (2008). Aplikasi Analisis Multivariat dengan Program SPSS. Badan Penerbit Universitas Diponegoro. Semarang.
Gosal, J. & Andajani, E. & Rahayu, S.. (2020). The Effect of e-WOM on Travel Intention, Travel Decision, City Image, and Attitude to Visit a Tourism City. 10.2991/aebmr.k.200127.053.
Hadi, Azmi. (2018). Pengaruh E-wom dan Brand Trust terhadap Purchase Intention (Studi Kasus pada Konsumen Go-jek di YOGYAKARTA). Jurnal Ekobis Dewantara, vol. 1, no. 11, 2018, pp. 54-62.
Hadi, Sutrisno, (2000), Metodologi Research. Yogyakarta : Andi Yogyakarta.
Hair et al., (1998), Multivariate Data Analysis, Fifth Edition, Prentice Hall, Upper Saddle River : New Jersey
Harini. (2008). Makro ekonomi Pengantar. Jakarta: PT. Gramedia Pustaka Utama.
Husein, Umar. (2008). Metode Penelitian Untuk Skripsi dan Tesis Bisnis.Jakarta. PT Rajagrafindo Persada
Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management, 15th Edition, Pearson Education,Inc.
Kotler, Philip and Kevin Lane Keller. (2016). Marketing Managemen, 15th Edition,
Pearson Education,Inc.
Kotler, Philip dan Armstrong, Gary. (2012). Principles of Marketing. Prentice Hall, New Jersey.
Kotler, Philip. (2003). Manajemen Pemasaran. Edisi kesebelas. Indeks kelompok Gramedia, Jakarta.
Kotler, Philip. (2010). Manajemen Pemasaran. Edisi tiga belas Bahasa Indonesia.Jilid 1 dan 2.Jakarta : Erlangga.
Lupiyoadi dan Hamdani. (2011). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.
Malhotra, Naresh K., and David F. Birks. (2012). Marketing Research: An Applied Approach 3rd European Edition. Harlow, England: Prentice-Hall.
Nan-Hong Lin and Bih-Shya Lin. (2007). The Effect Of Brand Image And Product Knowledge On Purchase Intention Moderated By Price Discount. Journal Of International Management Studies, pp. 121-132.
Prasetyo, Eko Teguh and Sri Purwantini. (2017). An Influence Analysis of Product Quality, Brand Image, and Price on the Decision to Buy Toshiba Laptop (A Study on Students of Economics Faculty of Semarang University). Economics & Business Solutions Journal, Volume 1, Number 2, pp: 11-18.
Priansa, D. J. (2016). Pengaruh e-wom dan persepsi nilai terhadap keputusan konsumen untuk berbelanja online di Lazada. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(1), 117–124.
Rahman, Md & Abir, Tanvir & Nur A Yazdani, Dewan & Abdul Hamid, Abu Bakar & Al Mamun, Abdullah. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Xi'an Jianzhu Keji Daxue Xuebao/Journal of Xi'an University of Architecture & Technology. 12. 4935-4946. 10.37896/JXAT12.03/452.
Rangkuti, Freddy. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing. Jakarta : Gramedia Pustaka Utama.
Rinaldi Bursan. 2009. Tanggapan Konsumen Atas Bauran Pemasaran Rokok
Sampoerna Amild. Jurnal Bisnis dan Manajemen. Vol. 6, No.1:83-99
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung: Alfabeta.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabeta.
Swastha, Basu dan Hani Handoko. (2011). Manajemen Pemasaran. Analisis Perilaku Konsumen. BPFE, Yogyakarta.
Wan Zulkiffli, W. F, Hong, L. M., Ramlee, S. I. F., Mat Yunoh, M. N, & Che Aziz, R (2017). The Effectiveness of Electronic Word-Of-Mouth (E-WOM) on Consumer Purchase Intention Among Generation-Y. International Journal of Accounting, Finance and Business (IJAFB), 2(6), 18-26.
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Published
2022-06-14
How to Cite
Liyono, A. (2022). PENGARUH BRAND IMAGE, ELECTRONIC WORD OF MOUTH (E-WOM) DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK AIR MINUM GALON CRYSTALLINE PADA PT. PANCARAN KASIH ABADI. Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 73–91. https://doi.org/10.32815/jubis.v3i1.1089
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