KORELASI KEPUTUSAN PEMBELIAN: KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI (LITERATURE REVIEW MANAJEMEN PEMASARAN)
DOI:
https://doi.org/10.38035/jemsi.v3i4.977Keywords:
Kualitas Produk, Persepsi Harga, Promosi, Keputusan PembelianAbstract
Perilaku Konsumen adalah topik yang sangat menarik untuk dibahas dan tidak pernah habis. Sesuai dengan perkembangan dan perubahan zaman, maka perilaku konsumen pun mengalami perubahan. Salah satu perilaku konsumen yang banyak diteliti adalah megenai faktor-faktor yang mempengaruhi Konsumen dalam melakukan pengambilan keputusan sebelum membeli suatu produk. Sepanjang tahun 1998-2009 saja ditemukan 60 penelitian terkait dengan pengambilan keputusan Konsumen (Peighambari at al., 2016). Beberapa penelitian kuantitatif terdahulu di Indonesia terkait pengambilan keputusan ini menunjukkan bahwa terdapat hubungan positif yang simultan antara kualitas produk, persepsi harga dan promosi dari suatu produk terhadap keputusan Konsumen dalam menentukan pilihannya membeli suatu barang. Artikel ini mereview beberapa Jurnal terkait Korelasi Keputusan Pembelian dengan Kualitas Produk, Persepsi Harga dan Promosi, Literature Review Manajemen Pemasaran. Adapun artikel ini disusun bukan untuk mengevaluasi hasil penelitian melainkan bertujuan untuk membangun hipotesis pengaruh antar variable untuk digunakan pada riset selanjutnya. Dari penelitian (Sari, I. R. & Harti, 2021) menghasilkan secara simultan kualitas produk, harga dan promosi berpengaruh positif terhadap keputusan pembelian. Sedangkan dari penelitian (Brata et al., 2017) hasilnya menunjukkan bahwa kualitas produk, harga, promosi, dan lokasi mempengaruhi keputusan pembelian, baik sebagian maupun bersamaan.
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Yunita, D., & Ali, H. (2017). Model of Purchasing Decision ( Renting ) of Generator Set?: Analysis of Product Quality , Price an Service at PT . Hartekprima Listrindo. Economics, Business and Management. https://doi.org/10.21276/sjebm.2017.4.11.12
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Amanah, D., Hurriyati, R., Gaffar, V., Wibowo, L. A., & Harahap, D. A. (2017). Which is More Influential in Online Purchasing Decisions?: Price or Trust?? Which is More Influential in Online Purchasing Decisions?: Price or Trust?? November. https://doi.org/10.5220/0007090107980803
Anggita, R., & Ali, H. (2017). The Influence of Product Quality, Service Quality and Price to Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin. https://doi.org/10.21276/sb
Brata, B. H., Husani, S., & Ali, H. (2017). The Importance of Quality Products, Price, Promotion, and Location to Product Purcese Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies. https://doi.org/10.21276/sjbms
Cheong &Jang. (2008). Determinants of Internet Usage in Ghanaian Hotels?: The Case of the Greater Accra Region ( GAR ) Determinants of Internet Usage in Ghanaian Hotels?: The Case of the Greater Accra Region ( GAR ). Journal of Hospitality & Leisure Marketing, 15(3), 37–41. https://doi.org/10.1300/J150v15n03
DE CORRAL, J. M. (1959). Severo Ochoa, winner of the Nobel Prize for physiology and medicine. His life and work. In Boletin cultural e informativo - Consejo General de Colegios Medicos de España (Vol. 22).
Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009
Dudu, O., & Agwu, M. (2014). A Review of The Effect of Pricing Strategies on The Purchase of Consumer Goods. International Journal of Research in Management, Science & Technology, 2(2), 88–102.
Ferdinand, T. dan. (2014). Analyzing the Influence of Price and Product Quality on Buying Decision. Jurnal EMBA, 2(3), 1255–1263.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Hafidh Fauzi, D. (2021). DETERMINASI KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG (LITERATURE REVIEW MANAJEMEN PEMASARAN). 2(6). https://doi.org/10.31933/jimt.v2i6
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 6, 409–508. https://doi.org/10.5267/j.msl.2016.5.003
Konuk, F. A. (2018). Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food. Journal of Consumer Behaviour, 17(2), 141–148. https://doi.org/10.1002/cb.1697
M, A., & Ali, H. (2017). MODEL KEPUASAN PELANGGAN: ANALISIS KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP CITRA MEREK PADA GIANT CITRA RAYA JAKARTA. Jurnal Manajemen. https://doi.org/10.24912/jm.v21i3.254
Novansa, H., & Ali, H. (1926). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences. https://doi.org/10.21276/sjhss
Permata Sari, D. (2021). FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN, KUALITAS PRODUK, HARGA KOMPETITIF, LOKASI (LITERATURE REVIEW MANAJEMEN PEMASARAN). 2(4). https://doi.org/10.31933/jimt.v2i4
Rödiger, M., Plaßmann, S., & Hamm, U. (2016). Organic consumers’ price knowledge, willingness-to-pay and purchase decision. British Food Journal, 118(11), 2732–2743. https://doi.org/10.1108/BFJ-04-2016-0164
Rosyid, A. N., Djoko W, H., & Widayanto. (2013). Pengaruh Kualitas Produk , Citra Merek , Harga dan Iklan Terhadap Keputusan Pembelian Sepeda Motor Honda Revo ( Studi Kasus pada Konsumen Sepeda Motor Honda Revo Astra Motor Kebumen ). Diponegoro Journal of Social and Politic, 1–8.
Setiawan, E. B., Wati, S., Wardana, A., & Ikhsan, R. B. (2020). Building trust through customer satisfaction in the airline industry in Indonesia: Service quality and price fairness contribution. Management Science Letters, 10(5), 1095–1102. https://doi.org/10.5267/j.msl.2019.10.033
Setyadi, D. A. (2017). Build Customer Loyalty with CRM and Brand Image (Case Study on Giant Citra Raya). IOSR Journal of Business and Management, 19(01), 35–42. https://doi.org/10.9790/487x-1901043542
SiVARAM, M., Hudaya, A., & Ali, H. (2019). Building a Purchase and Purchase Decision: Analysis of Brand Awareness and Brand Loyalty. Dinasti International Journal of Education Management And Social Science, 1(2), 235–248. https://doi.org/10.31933/DIJEMSS
Sutiyono, R., & Hadibrata, B. (2020). THE EFFECT OF PRICES, BRAND IMAGES, AND AFTER SALES SERVICE REINFORCED BAR STEEL PRODUCTS ON CONSUMER PURCHASING DECISIONS OF PT. KRAKATAU WAJATAMA OSAKA STEEL MARKETING. 1(6). https://doi.org/10.31933/DIJEMSS
Yen, Y. S. (2019). Exploring the synergy effect of trust with other beliefs in television shopping. Management Decision, 58(3), 428–447. https://doi.org/10.1108/MD-11-2016-0814
Yu, C. C., Lin, P. J., & Chen, C. S. (2013). How brand image, country of origin, and self-congruity influence internet users’ purchase intention. Social Behavior and Personality, 41(4), 599–611. https://doi.org/10.2224/sbp.2013.41.4.599
Yunita, D., & Ali, H. (2017). Model of Purchasing Decision ( Renting ) of Generator Set?: Analysis of Product Quality , Price an Service at PT . Hartekprima Listrindo. Economics, Business and Management. https://doi.org/10.21276/sjebm.2017.4.11.12
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Published
2022-05-27
How to Cite
Tri Nuryani, F., Nurkesuma Nurkesuma, & Baruna Hadibrata. (2022). KORELASI KEPUTUSAN PEMBELIAN: KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI (LITERATURE REVIEW MANAJEMEN PEMASARAN). Jurnal Ekonomi Manajemen Sistem Informasi, 3(4), 452–462. https://doi.org/10.38035/jemsi.v3i4.977
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