Analysis of the Influence of Price and Product on Purchasing Decisions Mediated by Brand Image at Maybank Indonesia Finance Lampung Branch
DOI:
https://doi.org/10.62872/jd78zk95Keywords:
Price, Product , Purchasing Decisions, Brand Image, BankingAbstract
Maybank Indonesia Finance is a financing company operating in Indonesia. In this research, there are various factors that can underlie consumer purchasing decisions. Researchers will focus on price, product and brand image as factors that can encourage consumer purchasing decisions. The existence of these various factors made researchers interested in conducting research entitled "Price and Product Analysis of Purchasing Decisions Mediated by Brand Image at Maybank Indonesia Finance Lampung Branch" as the title of this research. This type of research is causal research because it is research that looks for relationships - effects (causal relationships). The population in this research is all Maybank Indonesia Finance customers. In this research, the samples that will be taken are Maybank Indonesia Finance customers at the Bandar Lampung branch. The minimum sample size is 135 samples. Data was collected using a questionnaire, and analysis was carried out using Linear Regression and Path Analysis. From the research findings, the four variables namely price, product, brand image, and purchase decision, are within the "good" range. This indicates that these factors are perceived positively by Maybank Finance customers in Bandar Lampung. The analysis also shows that there is an influence among these variables, both partially and through mediation, affirming the importance of interrelated relationships among them. Therefore, it is recommended for the company to pay attention to good pricing policies, design products that meet consumer needs, and develop a strong brand image to drive consumer purchase decisions for Maybank Finance Indonesia products.
Downloads
References
Assauri, S. (2018). Manajemen Pemasaran (Dasar, Konsep & Strategi). Depok: PT. Raja Grafindo Persada
Arikunto, S. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
Basu, Swastha.2010.Manajemen Pemasaran : Analisa dan Perilaku Konsumen. Yogyakarta. BPFE
Danang, Sunyoto. (2016). Manajemen Sumber Daya Manusia. Jakarta: PT Buku. Seru
Dyatmika, S. W., & Firdaus, L. M. (2021). the Effect of Price, Service Quality, and Company Image on Purchase Decisions on Jalanjalan. Id Gresik. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2).
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS. 25. Badan Penerbit Universitas Diponegoro: Semarang
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Indriyo, Amerta. (2017). The marketing mix affect on the consumer buying decision (case study of sausage products at PT. Aroma Denpasar). International Journal of Social Sciences and Humanities, 1(2), 65-74.
Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, eBook, Global Edition: Principles of Marketing. Pearson Higher Ed.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. London: Pearson.
Kuncoro, 2013. Metode Penelitian Kuantitatif Kualitattif Dan R&D. Penerbit : Erlangga
Lupiyoadi, R., (2017). Manajemen Pemasaran Jasa Teori dan Praktik. Jakarta: Salemba Empat
Mbete, G. S. (2020). Mbete, GS, & Tanamal, R.(2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.
Mowen, John C dan Minor, Micheal. (2012). Perilaku Konsumen dialih bahasakan oleh Dwi Kartika Yahya. Jakarta : Erlangga
Pertiwi, M. I., & Edy Yulianto, S. (2016). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Survei pada Konsumen Baker’s King Donuts & Coffee di MX Mall Malang). Jurnal Administrasi Bisnis, 181.
Pradita, S. O., & Sitio, A. (2020). the Impact of Brand Image and Service Quality on Buying Decisions and Its Implication on Consumer Satisfaction (Case Study At Pt Imi). Dinasti International Journal of Digital Business Management, 1(3), 394-408.
Schiffman dan Kanuk. (2016). Perilaku Konsumen.PT. Indeks: Jakarta
Supranto, J. 2011. Pengukuran Tingkat Kepuasan Pelanggan Untuk Menaikkan. Pangsa Pasar, Cetakan keempat, Penerbit PT Rineka Cipta, Jakarta
Supriadi, D., & Sukarno Wibowo, S. E. (2013). Ekonomi Mikro Islam.
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet
Sangadji, Etta Mamang dan Sopiah. 2017. Perilaku Konsumen. Yogyakarta: Penerbit CV. Andi Offset
Suliyanto (2018). Metode Penelitian Bisnis untuk Skripsi, Tesis, & Disertasi. Yogyakarta: Andi Offset
Tjiptono, F. (2017). Pemasaran Strategik: Mengupas Pemasaran Strategik, Branding Strategy, Customer Satisfaction, Strategi Kompetitif, hingga e-Marketing.
Laporan Keuangan 2022 MIF
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Oktariansyah, Budi Haryono, Soegeng Wahyoedi (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
