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All Journal Nexus Pendidikan Kedokteran dan Kesehatan Nexus Kedokteran Komunitas Nexus Biomedika Nexus Kedokteran Translasional AKSES: Jurnal Ekonomi dan Bisnis Jurnal Mirai Management Jurnal Ekonomi dan Teknik Informatika SAINTIFIKA
Ratna Kusumawati
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Mathematics Medicine & Pharmacology Physics Social Sciences

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Pengaruh Harga Dan Brand Image Terhadap Keputusan Pembelian Minyak Goreng Bimoli Dengan Dimediasi Kepuasan Konsumen Ika Kusrofatul Laila; Ratna Kusumawati
Jurnal Mirai Management Vol 8, No 2 (2023)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v8i2.5239

Abstract

Penelitian ini bertujuan untuk menguji pengaruh harga dan brand image terhadap keputusan pembelian minyak goreng bimoli dengan dimediasi kepuasan konsumen pada ibu rumah tangga di Desa Karangsono Kecamatan Mranggen. Jenis penelitian ini adalah penelitian kuantitatif. Data yang digunakan adalah data primer yang didapat dari kuisioner yang disebarkan kepada Ibu Rumah Tangga di Desa Karangsono Kecamatan Mranggen. Metode pengambilan sampel yang digunakan yaitu sample jenuh dengan responden 105 Ibu Rumah Tangga yang ada di Desa Karangsono Kecamatan Mranggen. Data dalam penelitian ini diolah dengan bantuan software Smart Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa harga dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian minyak goreng bimoli pada Ibu rumah tangga di Desa Karangsono Kecamatan Mranggen. Hasil penelitian juga menunjukkan bahwa kepuasan konsumen dapat memediasi pengaruh harga dan brand image terhadap keputusan pembelian minyak goreng bimoli pada Ibu rumah tangga di Desa Karangsono Kecamatan Mranggen. This study aims to examine the effect of price and brand image on purchasing decisions for bi-moli cooking oil mediated by consumer satisfaction among houswives in Karangsono Village, Mranggen District. This type of research is quantitive reesearch. The data used is primary data obtained from questionnaires distributed to houswives in Karangsono Village, Mranggen Dis-trict. The sampling method used was a saturated sample with 105 housewives as respondents in Karangsono Village, Mranggen District. The data in this study were processed with the help of Smart Partial Least Square (SEM-PLS) software. The result of this study indicate that price and brand image have a positive and significant effect on the decision to purchase bimoli cooking oil for housewiving in Karangsono Village, Mranggen District. The result also show that con-sumer satisfaction can mediate the effect of price and brand image on purchasing decisions for bimoli cooking oil for houswives in Karangsono Village, Mranggen District.
Co-Authors . Balgis Abdullah Al-Hazmy Afifah Novita Yuliastuti Bhisma Murti Budiyanti Wiboworini Bulan Kakanita Hermasari Dzulfiar Nasir Umam Ega Caesaria Pratama Putra Eti Poncorini Fatimatuz Zuhro Ika Kusrofatul Laila LISANA SHIDQI Lukman Aryoseto Matius Dimas Reza Dana Ismaya Michael Sophian Putra Mohamad Yasin Fadillah Nanang Yusroni Palupi Medya Aslmaningsih R. Prihandjojo Andri Putranto Ratih Dewi Yudhani Riza Novierta Pesik Rizky Febriani Sotya Satmaka Adira Sri Retnowati Syayma Karimah Taufiq Hidayaturrokhman Wachjuni Wuryan Dewi Miftahtyas Arum Yulekhah Ariyanti