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All Journal Bandung Conference Series: Business and Management
Estri Mahani , Septiana Ayu
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Economics, Econometrics & Finance

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Pengaruh Ekuitas Merek dan Strategi Harga terhadap Keputusan Pembelian Abdul Rasid, Alldi Surya; Estri Mahani , Septiana Ayu; Akbar Rohandi , Moch. Malik
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9455

Abstract

Abstract. This study aims to determine how brand equity, pricing strategy, and purchasing decisions are described, and to determine how much influence brand equity and pricing strategy have on purchasing decisions at CV Prima Surya Abadi. The factors tested in this study are brand equity and pricing strategy as independent variables. While the purchase decision as the dependent variable. The research method used in this research is descriptive and verification method. The population in this study are consumers of CV Prima Surya Abadi, totaling 124 consumers based on 2022 data. The sampling technique used in this study is the probability sampling technique with the simple random sampling method, and uses the slovin formula with a significance level of 10%, so that the sample in research of 55 consumers at CV Prima Surya Abadi. The analytical method used in this study is multiple linear regression analysis at a significance level of 10%. Based on the results of partial and simultaneous research, it shows that brand equity and pricing strategy have a significant effect on purchasing decisions at CV Prima Surya Abadi. In addition, the magnitude of the influence of brand equity and pricing strategy in contributing to the influence on purchasing decisions is 66.3%. Keywords: Brand Equity, Pricing Strategy and Purchase Decision. Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran ekuitas merek, strategi harga, dan keputusan pembelian, serta untuk mengetahui seberapa besar pengaruh ekuitas merek dan strategi harga terhadap keputusan pembelian di CV Prima Surya Abadi. Faktor-faktor yang diuji dalam penelitian ini adalah ekuitas merek dan strategi harga sebagai variabel independen. Sedangkan keputusan pembelian sebagai variabel dependen. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif dan verifikatif. Populasi dalam penelitian ini adalah konsumen CV Prima Surya Abadi yang berjumlah 124 konsumen berdasarkan data tahun 2022. Teknik penentuan sampel yang digunakan dalam penelitian ini yaitu teknik probability sampling dengan metode simple random sampling, serta menggunakan rumus slovin dengan tingkat signifikansi 10%, sehingga sampel dalam penelitian sebanyak 55 konsumen pada CV Prima Surya Abadi. Metode analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda pada taraf signifikansi sebesar 10%. Berdasarkan hasil penelitian secara parsial dan simultan menunjukan bahwa ekuitas merek dan strategi harga berpengaruh signifikan terhadap keputusan pembelian di CV Prima Surya Abadi. Selain itu besarnya pengaruh ekuitas merek dan strategi harga dalam memberikan kontribusi pengaruh terhadap keputusan pembelian adalah sebesar 66,3%. Kata Kunci : Ekuitas Merek, Strategi Harga dan Keputusan Pembelian
Pengaruh Product Quality terhadap Buying Decision melalui Electronic Word of Mouth (EWOM) Bella Denisya; Estri Mahani , Septiana Ayu
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14383

Abstract

Abstract. This study focuses on Product Quality, Buying Decision, and Electronic Word Of Mouth (E-WOM). The purpose of the study is to determine the relationship between product quality, Buying decision, electronic word of mouth (e-wom) at Mixue Cihampelas, Bandung City. This study uses descriptive and verification research with a quantitative approach with a purposive sampling technique. The population in this study were consumers who had made purchases at Mixue Cihampelas, Bandung City. The sample used was 150 respondents. Data analysis in this study was descriptive analysis using simple linear regression analysis and hypothesis testing using T-test analysis. The results showed that product quality has a positive and significant effect on buying decisions, and E-WOM also has a positive effect on buying decisions. In addition, Product Quality has a positive effect on E-WOM, indicating that consumers who are satisfied with Product Quality tend to give positive reviews. Further analysis shows that E-WOM mediates the relationship between Product Quality and buying decisions, strengthening the influence of Product Quality on buying decisions. In conclusion, improving Product Quality and managing E-WOM is very important to drive consumer buying decisions, providing practical insights for brand managers in designing effective marketing strategies in the food and beverage industry. Abstrak. Penelitian ini berfokus pada Product Quality, Buying Decision, dan Electronic Word Of Mouth (E-WOM). Tujuan dari penelitian ialah untuk mengetahui Hubungan antara product quality, Buying decision, electronic word of mouth (e-wom) pada mixue Cihampelas Kota Bandung. Penelitian ini menggunakan Penelitian deskriptif dan Verifikatif dengan pendekatan kuantitatif dengan teknik purposive sampling. Populasi pada penelitian ini ialah konsumen yang pernah melakukan pembelian pada Mixue Cihampelas kota Bandung. Sampel yang digunakan 150 responden. Analisis data pada penelitian ini ialah analisis deskriptif menggunakan analisis regresi liner sederhana serta pengujian hipotesis menggunakan analisis uji T. Hasil penelitian menunjukkan bahwa product quality memiliki pengaruh positif dan signifikan terhadap buying decision, dan E-WOM juga berpengaruh positif terhadap buying decision. Selain itu, Product Quality berpengaruh positif terhadap E-WOM, menunjukkan bahwa konsumen yang puas dengan Product Quality cenderung memberikan ulasan positif. Analisis lebih lanjut menunjukkan bahwa E-WOM memediasi hubungan antara Product Quality dan buying decision, memperkuat pengaruh Product Quality terhadap buying decision. Kesimpulannya, peningkatan Product Quality dan pengelolaan E-WOM sangat penting untuk mendorong buying decision konsumen, memberikan wawasan praktis bagi pengelola merek dalam merancang strategi pemasaran yang efektif di industri makanan dan minuman.
Co-Authors Abdul Rasid, Alldi Surya Akbar Rohandi , Moch. Malik Bella Denisya