PENGARUH HARGA, PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (LITERATURE REVIEW STRATEGI MARKETING MANAJEMENT)
DOI:
https://doi.org/10.38035/jihhp.v2i2.982Keywords:
Keputusan Pembelian, Harga, Promosi dan Brand ImageAbstract
Riset terdahulu atau riset yang relevan sangat penting dalam suatu riset atau artikel ilmiah. Riset terdahulu atau riset yang relevan berfungsi untuk memperkuat teori dan penomena hubungan atau pengaruh antar variable. Artikel ini mereview pengaruh harga, promosi dan brand image terhadap keputusan pembelian, suatu studi literatur Strategic Marketing Management. Tujuan penulisan artikel ini guna membangun hipotesis pengaruh antar variabel untuk digunakan pada riset selanjutnya. Hasil artikel literature review ini adalah: 1) harga berpengaruh terhadap keputusan pembelian; 2) promosi berpengaruh terhadap keputusan pembelian; dan 3) brand image berpengaruh terhadap keputusan pembelian.
References
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Abadhanny Pribadi, R. (2019). Marketing Mix and Brand Image on Purchase Decision and Post Purchase Behaviour: Case Study of Jogja Bay Waterpark. Proceedings on Engineering Sciences, 1(2), 883–900. https://doi.org/10.24874/pes01.02.094
Ekonomi, J. M. (2018). DALAM PEMBELIAN MOBIL BEKAS DI SHOWROOM AGUNG JAYA MOTOR KOTA LUBUKLINGGAU Dosen & Alumni Program Studi Manajemen STIE Musi Rawas , Lubuklinggau. 23(1).
Erinawati, F., & Syafarudin, A. (2021). Pengaruh kualitas pelayanan, harga, promosi terhadap keputusan. Ilmu Amnajemen Dan Kewirusahaan, 1(10.46306), 136.
Ganim, S. N., Nobelson, & Pusporini. (2021). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Perlengkapan Olahraga Reebok. 2, 496–510.
Hadi Brata, B., Husani, S., & Ali, H. (n.d.). Saudi Journal of Business and Management Studies The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. https://doi.org/10.21276/sjbms
Karima, M. I., & Mulia, D. (2021). Factors affecting online coffee purchases in the Covid-19 pandemic era: consumer case study at Jotey Coffee Shop. Research, Society and Development, 10(11), e279101119543. https://doi.org/10.33448/rsd-v10i11.19543
Noviyanti Hulu | Amril | Hayunimah Siregar. (2019). The Effect of Price and Location on Purchasing Decisions at the Swalayan Maju Bersama MMTC Medan. International Journal of Trend in Scientific Research and Development , 3(6), 9–16. https://www.ijtsrd.com/papers/ijtsrd28009.pdf%0Ahttps://www.ijtsrd.com/management/randd-management/28009/the-effect-of-price-and-location-on-purchasing-decisions-at-the-swalayan-maju-bersama-mmtc-medan/noviyanti-hulu
Nur, A., & Pasca Arnu, A. (2021). Pengaruh promosi dan harga terhadap proses keputusan pembelian konsumen. FORUM EKONOMI, 23(3), 383–390. http://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI
Pasha, K., & Hadibrata, B. (2019). The Impact of Brand Awareness, Brand Association and Perceived Quality on Consumer Purchase Decision of Sampoerna A Mild Products. https://doi.org/10.21276/sjef.2019.3.1.9
Subekhi, I., & Hadibrata, B. (2020). THE EFFECT OF PRICE, QUALITY OF SERVICE, BRAND IMAGE OF INTERNET PRODUCT VSAT IP BROADBAND QUOTA TO ALFAMART CUSTOMER SATISFACTION. Dinasti International Journal of Education Management And Social Science, 2(1). https://doi.org/10.31933/dijemss.v2i1.605
Sutiyono, R., & Baruna Hadibrata. (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. Dinasti International Journal of Education Management And Social Science, 1(6). https://doi.org/10.31933/dijemss.v1i6.471
Thariq, M., Putra, N., & Nurmahdi, A. (2020). ANALYSIS OF EFFECT PRICE AND QUALITY ON BRAND IMAGE AND ITS IMPLICATION ON PURCHASE DECISION MODENA GAS COOKTOP (CASE STUDY ON GRAND GALAXY CITY RESIDENCE BEKASI). 1(5). https://doi.org/10.31933/DIJDBM
Abadhanny Pribadi, R. (2019). Marketing Mix and Brand Image on Purchase Decision and Post Purchase Behaviour: Case Study of Jogja Bay Waterpark. Proceedings on Engineering Sciences, 1(2), 883–900. https://doi.org/10.24874/pes01.02.094
Ekonomi, J. M. (2018). DALAM PEMBELIAN MOBIL BEKAS DI SHOWROOM AGUNG JAYA MOTOR KOTA LUBUKLINGGAU Dosen & Alumni Program Studi Manajemen STIE Musi Rawas , Lubuklinggau. 23(1).
Erinawati, F., & Syafarudin, A. (2021). Pengaruh kualitas pelayanan, harga, promosi terhadap keputusan. Ilmu Amnajemen Dan Kewirusahaan, 1(10.46306), 136.
Ganim, S. N., Nobelson, & Pusporini. (2021). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Perlengkapan Olahraga Reebok. 2, 496–510.
Hadi Brata, B., Husani, S., & Ali, H. (n.d.). Saudi Journal of Business and Management Studies The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. https://doi.org/10.21276/sjbms
Karima, M. I., & Mulia, D. (2021). Factors affecting online coffee purchases in the Covid-19 pandemic era: consumer case study at Jotey Coffee Shop. Research, Society and Development, 10(11), e279101119543. https://doi.org/10.33448/rsd-v10i11.19543
Noviyanti Hulu | Amril | Hayunimah Siregar. (2019). The Effect of Price and Location on Purchasing Decisions at the Swalayan Maju Bersama MMTC Medan. International Journal of Trend in Scientific Research and Development , 3(6), 9–16. https://www.ijtsrd.com/papers/ijtsrd28009.pdf%0Ahttps://www.ijtsrd.com/management/randd-management/28009/the-effect-of-price-and-location-on-purchasing-decisions-at-the-swalayan-maju-bersama-mmtc-medan/noviyanti-hulu
Nur, A., & Pasca Arnu, A. (2021). Pengaruh promosi dan harga terhadap proses keputusan pembelian konsumen. FORUM EKONOMI, 23(3), 383–390. http://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI
Pasha, K., & Hadibrata, B. (2019). The Impact of Brand Awareness, Brand Association and Perceived Quality on Consumer Purchase Decision of Sampoerna A Mild Products. https://doi.org/10.21276/sjef.2019.3.1.9
Subekhi, I., & Hadibrata, B. (2020). THE EFFECT OF PRICE, QUALITY OF SERVICE, BRAND IMAGE OF INTERNET PRODUCT VSAT IP BROADBAND QUOTA TO ALFAMART CUSTOMER SATISFACTION. Dinasti International Journal of Education Management And Social Science, 2(1). https://doi.org/10.31933/dijemss.v2i1.605
Sutiyono, R., & Baruna Hadibrata. (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. Dinasti International Journal of Education Management And Social Science, 1(6). https://doi.org/10.31933/dijemss.v1i6.471
Thariq, M., Putra, N., & Nurmahdi, A. (2020). ANALYSIS OF EFFECT PRICE AND QUALITY ON BRAND IMAGE AND ITS IMPLICATION ON PURCHASE DECISION MODENA GAS COOKTOP (CASE STUDY ON GRAND GALAXY CITY RESIDENCE BEKASI). 1(5). https://doi.org/10.31933/DIJDBM
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Published
2022-04-30
How to Cite
Nurliyanti, N., Anestesia Arnis Susanti, & Baruna Hadibrata. (2022). PENGARUH HARGA, PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (LITERATURE REVIEW STRATEGI MARKETING MANAJEMENT). Jurnal Ilmu Hukum, Humaniora Dan Politik, 2(2), 224–232. https://doi.org/10.38035/jihhp.v2i2.982
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