Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Co Branding Berdampak pada Niat Beli Pelanggan (Studi pada Konsumen Cornetto Silverqueen di Kabupaten Grobogan)
Sari
Abstrak
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh citra merek, kualitas produk, dan persepsi harga terhadap co branding berdampak pada niat beli pelanggan. Obyek penelitian dalam penulisan ini yaitu konsumen Cornetto Silverqueen Kabupaten Grobogan. Teknik pengambilan sampel yang digunakan adalah metode purposive sampling dengan kriteria responden berusia lebih dari 17 tahun. Sampel dalam penelitian ini sebanyak 115 responden. Teknik pengumpulan data menggunakan metode survei melalui kuesioner. Hasil penelitian ini menghasilkan temuan bahwa secara parsial variabel citra merek, kualitas produk, dan persepsi harga berpengaruh signifikan terhadap co branding. Dan co branding berpengaruh positif dan signifikan terhadap niat beli.
Kata Kunci: Citra Merek, Kualitas Produk, Persepsi harga, Co Branding, Niat Beli
Abstract
This study aims to examine and analyze the effect of brand image, product quality, and price perception on co-branding impact on customer purchase intentions. The object of research in this writing is the consumer of Cornetto Silverqueen, Grobogan Regency. The sampling technique used is purposive sampling method with the criteria of respondents being more than 17 years old. The sample in this study were 115 respondents. Data collection techniques using survey methods through questionnaires. The results of this study resulted in the findings that partially brand image variables, product quality, and price perceptions had a significant effect on co branding. And co branding has a positive and significant effect on purchase intention.Keywords: Brand Image, Product Quality, Price Perception, Co Branding, Purchase Intention
Teks Lengkap:
PDFReferensi
Ahn, Hongmin, and Yongjun Sung. 2012. “A Two-Dimensional Approach to between-Partner Fit in Co-Branding Evaluations.” Journal of Brand Management 19(5): 414–24.
Anjarwati, Nella Bintari, Mohammad Sihab Ridwan, and Wiwik Retnaningsih. 2019. “Brand Image , Co Branding , Customer Sastifaction Influences Toward Purchase Intention of Hajj Bailout Multipurpose by Perceived Value and Brand Preference Variables as Intervening Variables in People Credit Bank Jombang.” Archives of Business Research 7(7): 397–413.
Aaker and Biel. 1993. Brand Equity & Advertising : Advertising's Role in Building Strong Brand. New Jersey: Lawrence Erlbaum associates, Inc.
Arikunto, S. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Arum Adelia Putri Sekar, R.A. Marlien. 2020. Univeristas Stikubank. Semarang
Cordeiro, Rafaela Almeida, Mateus Canniatti Ponchio, and José Afonso Mazzon. 206. “Evaluating Co-Branded Products: The Socioeconomic Strata Effect.” Marketing Intelligence and Planning 34(6): 795–809.
Decker, Carolin, and Annika Baade. 2016. “Consumer Perceptions of Co-Branding Alliances: Organizational Dissimilarity Signals and Brand Fit.” Journal of Brand Management 23(6): 648–65.
D' Gloria Wu, & Laurence Chalip. 2013. Expected Price and User image For Branded and Co Branded. Sport Marketing Quartely, 138-151.
Effect, T H E et al. 2018. “Customer Satisfaction As Mediation.” (30): 127–32.
Fakhruddin, Sulthan H. 2020. “Pengaruh Co-Branding Dan Customer-Based Brand Equity Terhadap Keputusan Pembelian (Studi Pada Co-Branding Produk Stockroom-Oldblue Di Jakarta).” Ejournal3.Undip.Ac.Id 9(3): 360–68. https://ejournal3.undip.ac.id/index.php/jiab/article/view/28136.
Fatmawati, Nurul, and Euis Soliha. 2017. “Kualitas Produk, Citra Merek Dan Persepsi Harga Terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic ‘Honda.’” Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management 10(1): 1.
Fitriani, Dian Wulan, Achmad Fauzi DH, and Edy Yulianto. 2017. “Pengaruh Citra Merek Terhadap Faktor Psikologis Dan Keputusan Pembelian (Survei Pada Mahasiswa S1 Jurusan Administrasi Bisnis Angkatan 2012/2013 Fakultas Ilmu Administrasi Universitas Brawijaya Malang Yang Membeli Dan Menggunakan Handphone Merek Samsung).” Jurnal Administrasi Bisnis S1 Universitas Brawijaya 51(1): 25–30.
Hakim, Imam Nur. 2020. “Bagaimana Mengukur Efektifitas Co-Branding Wonderful Indonesia: Studi Konseptual.” Jurnal Kepariwisataan Indonesia : Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia 14(1): 21–37.
Hariyanto, Franky Lauda. 2015. “Pengaruh Citra Merek, Kualitas Produk, Harga Dan Promosi Terhadap Niat Beli Konsumen.” Jurnal Ilmu dan Riset Manajemen 4(1): 1–16.
Imamah, Lia Faizatul, and Rachmad Hidayat. 2021. Http://Manajemen.Fe.Um.Ac.Id/ Pengaruh Co-Branding Terhadap Purchase Intention Melalui Brand Equity Pada Produk Indomie Hype Abis Chitato. http://manajemen.fe.um.ac.id/wp-content/uploads/2020/09/Prosiding-Seminar-Nasional-Ilmu-Manajemen-2020-Cetak.pdf#page=106.
Japarianto, Margaretha Fiani S. dan Edwin. 2012. “Analisa Pengaruh Food Quality Dan Brand Image Terhadap Keputusan Pembelian Roti Kecik Toko Ganep’s Di Kota Solo.” Jurnal Manajemen Pemasaran 1(1): 1–6.
Kania, Rafiati, Kuntihapsari Sri Sukoyo, and Nono Wibisono. 2021. “Effect of Co-Branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia.” Journal of Marketing Innovation (JMI) 1(01): 30–50.
Kurniawan, Arif. 2013. “Pengaruh Strategi Co-Branding, Brand Equity Terhadap Purchase Intention Melalui Brand Preference.” Journal of Chemical Information and Modeling 53(9): 1689–99.
Kotler, Philip, Armstrong, & Gary. 2012. Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga.
Keller, & Kotler. 2009. Manajemen Pemasaran. Jilid 1. Edisi ke 13. Jakarta: Erlangga.
Keller, Kevin L. 2008. Strategic Brand Management Third Edition. New Jersey: Pearson Education International
Kotler, Philip, Armstrong, & Gary. 2012. Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga.
Kotler, Philip, & Keller, K. L. 2016. Marketing Management, 15th Edition. Harlow: Pearson Education Limited.
Low, George S., and Charles W. Lamb. 2000. “The Measurement and Dimensionality of Brand Associations.” Journal of Product & Brand Management 9(6): 350–70.
Maghfiroh, A., Z. Arifin, and S. Sunarti. 2016. “Pengaruh Citra Merek Terhadap Minat Beli Dan Keputusan Pembelian (Survei Pada Mahasiswa Program Studi Administrasi Binis Tahun Angkatan 2013/2014 Fakultas Ilmu Administrasi Universitas Brawijaya Malang Pembeli Indosat Ooredoo).” Jurnal Administrasi Bisnis S1 Universitas Brawijaya 40(1): 132–40.
Nurpriyanti, Vika, and Ratih Hurriyati. 2016. “Pengaruh Kinerja Co-Branding Terhadap Keputusan Pembelian (Survei Pada Mini Market Penjual Es Krim Wall’s Selection Oreo Di Kecamatan Cikajang - Garut).” Journal of Business Management Education (JBME) 1(1): 100–116.
Nusarika, Luh Alviolita Kusuma, and Ni Made Purnami. 2015. “Pengaruh Persepsi Harga, Kepercayaan, Dan Orientasi Belanja Terhadap Niat Beli Secara Online.” E-Jurnal Manajemen Unud 4(8): 2380–2406.
Notoatmodjo, Soekidjo, 2003, Pengembangan Sumber Daya Manusia, Jakarta: PT. Rineka Cipta.
Oliver, J. 2013. “Jenis-Jenis Pendekatan.” Journal of Chemical Information and Modeling 53(9): 59–81.
Picaully, Maria Regina. 2018. “Pengaruh Kepercayaan Pelanggan Terhadap Niat Pembelian Gadget Di Shopee Indonesia.” Jurnal Manajemen Maranatha 18(1): 31–40.
Pratama, Rommy, Bambang Widjajanta, and Girang Razati. 2019. “Co-Branding Dan Pengaruhnya Terhadap Brand Image.” Strategic : Jurnal Pendidikan Manajemen Bisnis 17(1): 9.
Profile, S E E. 2020. “Co-Branding and Quality Judgments : Exploring the Impact of Co-Branding on Quality Judgments.” (May).
Putlia, Grace. 2020. “Purchase Intention Dan Brand Equity Pada Co-.” 3(2): 65–76.
Putra, I., and E. Sulistyawati. 2015. “Peran Brand Image Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Niat Beli.” E-Jurnal Manajemen Universitas Udayana 4(6): 255133.
Ramdhani, D’Mugi, Suharyono Suharyono, and Kadarisman Hidayat. 2018. “Pengaruh Co-Branding Terhadap Customer Purchase Intention Dan Keputusan Pembelian (Studi Pada Konsumen Wall’s Selection Oreo Di Indonesia).” Jurnal Administrasi Bisnis 63(1): 115–21. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2707.
Ramdhani, Neila. 2016. “Penyusunan Alat Pengukur Berbasis Theory of Planned Behavior.” Buletin Psikologi 19(2): 55–69.
Rathnayake & Perera. 2007. Co-branding and quality judgment : exploring the impact of co-branding on quality judgments. proceeding of fourth academic sessions.
Tjiptono, fandy. 2015. Brand Management dan Strategy. Yogyakarta: ANDI.
Tjiptono, fandy, Gregorius, & Dadi Adriana. 2008. Pemasaran Strategik. Yogyakarta: ANDI.
Boy Riznal, and Syafrizal --. 2020. “The Effect of Co-Branding Strategy, Brand Equity on Purchase Intention Through Brand Preference.” Makro: Jurnal Manajemen dan Kewirausahaan 5(1): 22–32.
Study, A Case et al. “Pengaruh ATM KTM Co Branding Terhadap Pelayanan Islami Nasabah ( Studi Kasus Pada Bank BRI Syariah KK Unisba ) Effect ATM KTM Co Branding of The Islamic Customer Service Syariat Dan Bebas Bunga . Bank Berdasarkan Prinsip Syariah Atau Bank Syariah Memiliki Dalam Industri Perbankan , Yaitu Risiko 2 Dan Biaya Produksi . 3 Ternyata Dari Kedua.” : 133–37.
Schiffman, Leon.G dan Kanuk,Leslie Lazar. 2004. Consumer Behavior. United States of America: Pearson Prentice Hall.
Schiffma and Kanuk. 2007. Prilaku Konsumen Edisi Kedua. Jakarta: PT. Indexs Granmedia.
Shihyi Chien, Chiahui Yu, Yichuan Wang, & Pao Le Kuo. 2014. Improving The Perceived. International Journal of Management and Sustainability: 1-12.
Sugiyono. 1999. Metode Penelitian Bisnis. Bandung: Alfabeta.
Sugiyon. 2010. Statistika Untuk Penelitian. Bandung: Alfabeta.
Stanton, Wiliam J. 1998. Prinsip Pemasaran Edisi Ketujuh Jilid 1 . Jakarta: Erlangga.
Washburn, Judith H., Brian D. Till, and Randi Priluck. 2000. “Co-Branding: Brand Equity and Trial Effects.” Journal of Consumer Marketing 17(7): 591–602.
West, Wood, & Harger. 1965. Food servise in Intutions. New York: John Wiley & Sons.
Yolanda, Dina. 2018. “Pengaruh Co-Branding Terhadap Keputusan Pembelian Laptop Berlogo Intel Inside (Studi Pada Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Sumatera Utara) .” Http://Repositori.Usu.Ac.Id/. http://repositori.usu.ac.id/bitstream/handle/123456789/6268/130907067.pdf?sequence=1&isAllowed=y.
DOI: https://doi.org/10.37531/yum.v5i1.1383
Refbacks
- Saat ini tidak ada refbacks.
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional