PENGARUH CITRA MEREK, KUALITAS PRODUK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP MINAT BELI (Studi pada Mahasiswa Fakultas Ekonomi UNY Pengguna iPhone)

Indra Jaya Krisna Gede Prabowo

Abstract


Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, persepsi harga dan word of mouth terhadap minat beli konsumen terhadap produk iPhone. Penelitian ini dilakukan pada Mahasiswa di Fakultas Ekonomi UNY yang menggunakan smartphone iPhone dan mengetahui produk smartphone iPhone. Sampel ditentukan dengan metode purposive sampling dengan jumlah responden sebanyak 200. Hasil penelitian ini menunjukkan bahwa citra merek, kualitas produk, persepsi harga dan word of mouth  baik secara parsial maupun simultan berpengaruh positif dan signifikan terhadap minat beli. Variabel-variabel citra merek, kualitas produk, persepsi harga dan word of mouth  mampu menjelaskan variabel minat beli sebesar 73,2% dan sisanya sebesar 26,8% dijelaskan oleh variabel lain yang tidak dimasukan dalam penelitian.

Kata Kunci : Citra Merek, Kualitas Produk, Persepsi Harga, Word of Mouth, Produk iPhone.

 

Abstract

 

This study aimed to analyze the influence of brand image, product quality, price perception and word of mouth on consumer buying interest towards the iPhone product. Research was conducted on students at the Faculty of Economics UNY that using iPhone smartphones and already known about iPhone products. The sample was determined by purposive sampling method with the number of respondents was 200. The results of this study indicated that the brand image, product quality, price perception and word of mouth either partially or simultaneously had positive and significant impact on buying interest. The variables of brand image, product quality, price perception and word of mouth was able to explain the variable buying interest at 73.2% and the balance of 26.8% is explained by other variables not included in the study.

Keywords: Brand, Product Quality, Perceived Price, Word of Mouth, Products iPhone.


Full Text:

PDF

References


Assael, H. (2004), Consumen Behaviour : A Strategic Approach. USA : Houghton Miffin Company.

Brunner, T. A., Stocklin. M., & Opwis. K. (2008), Satisfaction, Image and Loyalty: New Versus Experienced Customers, European Journal of Marketing, Vol. 42 No. 9/10, pp. 1095-1105.

Chi et al., (2009). The Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising Endorser. European Journal of Marketing, Vol. 55 No. 11.

Cooper, D.R & P.S. Schindler. (2001). Business Research Methods, 7th Edition. McGraw-Hill Companies, Inc. New York.

Darsono, L.I. dan Dharmmesta, B.S. (2005). Kontribusi Involvement dan Thrust in Brand dalam Membangun Loyalitas Pelanggan. Jurnal Ekonomi dan Bisnis Indonesia, vol 20, no 3.

Dick, A.S dan Basu, K. (1994). Customer Loyalty : Toward an Integrated Conceptual Framework, Journal of The Academy Marketing Science, Vol.22, p.99-113.

Ferdinand, A. (2010). Structural Equation Modeling dalam Penelitian Manajemen. Semarang: BP UNDIP.

Ghozali, Imam. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponegoro.

The Nielsen Company. (2007). Nielsen Online Global Consumer Study April 2007

Haubl, G. (1996). A Cross-National Investigation of The Effects of Country of Origin and Brand Name on The Evaluationof a New Car. European Journal of Marketing, Vol. 38 No. 9.

Hoeffler, Steve., Keller, Kevin Lane. (2003). The Marketing Advantages of Strong Brands, Brand Management, Vol. 10, No.6

Indriantoro, Nur dan Bambang, Supomo. (2002). Metodologi Penelitian Bisnis. Yogyakarta: BPFE.

Kotler, Philip. (2008). Prinsip-prinsip pemasaran. Jakarta: Erlangga

Kotler, Philip dan Kevin Lane Keller. (2007). Manajemen Pemasaran. Jakarta: PT Indeks.

Kwon et al. (2007). The Mediating Role of Perceived Value: Team Indentification and Purchase Intention of Team-Licensed Apparel. Journal of Sport Management. P540-554.

Mowen, C.J. & Minor, M. (2002). Perilaku konsumen Jilid 2, Edisi kelima (terjemahan). Jakarta: Erlangga.

Nasution, A.H dan Prasetyawan, Y. (2008). Perencanaan dan Pengendalian Produksi. Yogyakarta: Graha Ilmu.

Stanton, William, J (1994). Fundamental of Marketing. Thenth ed. Mc, Graw HillInc; Singapore.

Sugiyono. (2005). Memahami Penelitian Kualitatif. Bandung : ALFABET.

Wijanarko, Josua (2014). Pengaruh Word Of Mouth terhadap Minat Beli Konsumen pada Smartphone Blackberry. Bandung : Skripsi. Universitas Kristen Maranatha.

Sumber Internet :

_____. Diakses dari www.makemac.com pada tanggal 9 Januari 2016 pukul 17.00 WIB.

_____. Diakses dari www.id.mac.wikia.com pada tanggal 12 Januari 2016 pukul 20.00 WIB.

_____. Diakses dari www.liputan6.com pada tanggal 25 Februari 2016 pukul 21.00 WIB.

_____. Diakses dari www.womma.com pada tanggal 25 Februari 2016 pukul 21.00 WIB.


Refbacks

  • There are currently no refbacks.