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All Journal Revenue Journal: Management and Entrepreneurship
Meylani Tuti
Universitas Asa Indonesia, Jakarta, Indonesia
Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga Terhadap Keputusan Pembelian Muhammad Rifal Putra; Meylani Tuti
Revenue Journal: Management and Entrepreneurship Vol 4 No 1 (2026): Revenue Journal: Management and Entrepreneurship (February)
Publisher : CV. Bimbingan Belajar Assyfa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61650/rjme.v4i1.1075

Abstract

Background: The intensifying competition within the green and fast-moving consumer industries forces market leaders to strategically manage both brand perception and product value to secure sustainable consumer retention. Objective: This study aims to analyze the empirical effects of product quality (X1), brand image (X2), and price perception (X3) on purchasing decisions (Y) for mass commodities, specifically focusing on the Indomie brand within this contemporary framework. Method: Utilizing a quantitative approach with an associative design, data were gathered via online questionnaires from 161 active consumers selected through purposive sampling. The structural model was evaluated using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Results: The analytical results demonstrate that all three independent variables exert positive and statistically significant impacts on purchasing decisions. Based on the empirical path coefficients, contemporary brand image significantly influences the outcome (β = 0.390), alongside price perception (β= 0.355) and product quality (β = 0.270), collectively explaining 66.9% of the variance (R2 = 0.669). Conclusion: Conclusively, while all factors are critical, reframing marketing strategies to emphasize a dominant, contemporary brand image alongside strong price-benefit alignment is vital for companies to prevent customer switching and secure a sustainable competitive advantage in mass commodity markets.
Pengaruh Persepsi Harga, Citra Merek, Kualitas Produk Terhadap Loyalitas Pelanggan Wa Ode Trinita Ratu Kobadiana; Meylani Tuti
Revenue Journal: Management and Entrepreneurship Vol 4 No 2 (2026): Revenue Journal: Management and Entrepreneurship (June)
Publisher : CV. Bimbingan Belajar Assyfa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61650/rjme.v4i2.1084

Abstract

This study addresses the intensifying competition in fast-moving consumer industries, forcing market leaders to strategically manage external and internal factors that reinforce long-term consumer retention. The primary objective of this research is to analyze the empirical effects of price perception, brand image, and product quality on customer loyalty toward the Indomie brand. Utilizing a quantitative methodology with an associative design, data were gathered via online questionnaires from 161 active consumers selected through purposive sampling. The structural model was evaluated using Partial Least Squares-Structural Equation Modeling (PLS-SEM) managed through the SmartPLS software. The analytical results demonstrate that price perception, brand image, and product quality exert positive and statistically significant impacts on customer loyalty, with product quality identified as the most prominent determinant. Conclusively, these findings imply that sustaining rigorous product standards, reinforcing a reputable brand reputation, and aligning price structures with consumer benefits are critical corporate strategies to prevent customer switching and secure a sustainable competitive advantage
Co-Authors Muhammad Rifal Putra Wa Ode Trinita Ratu Kobadiana