Pengaruh Periklanan, Harga dan Citra Merek terhadap Keputusan Pembelian Rokok Herbal PT. Tridaya Sinergi Indonesia
Survei pada Konsumen Rokok Herbal PT. Tridaya Sinergi Indonesia
DOI:
https://doi.org/10.55606/jupiman.v3i3.4287Keywords:
Advertising, Price, Brand Image, Purchase DecisionAbstract
This study aims to determine the simultaneous and partial effect of Advertising, Price and Brand Image on Cigarette Purchase Decisions at Herbal PT. Tridaya Sinergi Indonesia. The research method used in this study is to use quantitative research methods. Respondents in this study were consumers of PT. Tridaya Sinergi Indonesia as many as 100 people. The type of data used in this study is primary data obtained through questionnaires. The data testing technique used in this study uses the validity test, reliability test and classic assumption test. Data analysis in this study used multiple regression analysis using SPSS software version 25. The results of the study show that advertising, price and brand image simultaneously have a significant effect on purchasing decisions. Advertising partially has a significant effect on the Purchase Decision. Price partially has a significant effect on purchasing decisions. Brand Image partially has a significant effect on Purchasing Decisions.
Downloads
References
Darmawan, D., Mardikaningsih, R., Arifin, S., & Hariani, M. (2019). Upaya memperkuat citra Ramayana Department Store melalui promosi penjualan dan periklanan. Jurnal Ilmu-Ilmu Ekonomi, 60-71.
Firmansyah. (2019). Pemasaran produk dan merek (Cetakan pertama). Qiara Media.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Haryani, S. D. (2019). Pengaruh periklanan dan promosi penjualan terhadap keputusan pembelian pada perumahan Griya Puspandari Asri Tanjung Pinang. Jurnal Dimensi, 54-70.
Kotler, P. (2018). Manajemen pemasaran (Jilid I, Edisi ke-13). Erlangga.
Kotler, P., & Keller, K. L. (2018). Manajemen pemasaran. PT Indeks.
Krisdayanto, I., Haryono, A. T., & Gagah, E. (2018). Analisis pengaruh harga, kualitas pelayanan, fasilitas, dan lokasi terhadap kepuasan konsumen di I Cafe Lina Putra Net Bandungan. Journal of Management, 4(4).
Mahmud, A. (2021). Pengaruh kualitas produk, harga, dan periklanan terhadap keputusan pembelian. Ekonomika, 157-169.
Mokoagow, L. G., Kalangi, F. A., & Tamengkel, F. L. (2018). Pengaruh periklanan terhadap keputusan konsumen untuk membeli di Alfamidi R E Martadinata Manado. Jurnal Administrasi Bisnis, 9-14.
Sudirman, A. R. (2020). Pemasaran digital dan perilaku konsumen. Yayasan Kita Menulis.
Sugiyono. (2019). Metodologi penelitian kuantitatif dan kualitatif dan R&D. Alfabeta.
Suhandang, K. (2016). Pengantar jurnalistik: Organisasi, produk, dan kode etik. Nuansa Cendikia.
Thompson, M. A. (2016). Crafting and executing strategy: The quest for competitive advantage, concepts and readings. McGraw-Hill Education.
Tjiptono, F. (2017). Manajemen pemasaran. Andi Offset.
Yasin, A. R. (2020). Pengaruh advertising, sales promotion, dan personal selling terhadap keputusan pembelian pada usaha Ma Bruschetta. Jurnal Manajemen Dan Startup Bisnis, 360-368.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Publikasi Ilmu Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
