Download fulltext HTML
Gunawan, N. F., & Herdinata, C. (2021). The Effect of Price, Product Quality and Brand Image on the Interest in Purchasing Two Good Bakery Products. KnE Social Sciences, 5(5), 282–296. https://doi.org/10.18502/kss.v5i5.8816

https://doi.org/10.18502/kss.v5i5.8816

statistics

  • 1133 Abstract Views
  • 785 PDF Views
  • 0 HTML Views

authors

  • Nicholas Francois Gunawan

    Nicholas Francois Gunawan

    Magister Management Program, Management and Business Program, University of Ciputra, Surabaya, Indonesia
  • Christian Herdinata

    Christian Herdinata

    Magister Management Program, Management and Business Program, University of Ciputra, Surabaya, Indonesia

Published Date

  • Mar 22, 2021

The Effect of Price, Product Quality and Brand Image on the Interest in Purchasing Two Good Bakery Products

KnE Social Sciences / 7th International Conference on Entrepreneurship (7th ICOEN) / Pages 282–296

Abstract

This study aimed to determine the effect of price (X1 ), product quality (X2 ), and brand image (X3 ) on the interest to purchase (Y) Two Good products. A quantitative research approach was taken. Purposive sampling was used. There were 98 respondents. A questionnaire with a Likert scale was used to collect the data, which were analyzed using multiple linear regression processed with SPSS 25 Software. The price and product quality had a significant positive effect on the interest in buying Two Good products, while brand image did not.


Keywords: price, product quality, brand image, buying interest

References
[1] Prasetyo, E. T. (2017). An Influence Analysis of product Quality, Brand Image, and Price on The Decision to Buy Toshiba Laptop. Economic & Business Solution Journal, vol. 1, issue 2, pp. 11-18.

[2] Tjiptono, F. & Chandra, G. (2012). Pemasaran Strategik (2nd ed.). Yogyakarta: Andi.

[3] Ong, I. A. and Sugiharto, S. (2013). Analisa Pengaruh Strategi Diferensiasi, Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pelanggan Di Cincau Station Surabaya. Journal Management Pemasaran, Vol 1(2). Pp. 1-11.

[4] Faryabi, M., Sadeghzadeh, K. and Saed, M. (2012). The Effect of Price Discounts and Store Image on Consumer’s Purchase Intention in Online Shopping Context Case Study: Nokia and HTC. Journal of Business Studies Quartely, vol. 4, issue 1, pp. 197-205.

[5] Arista, E. D. and Astuti, S. R. T. (2011). Analisis Pengaruh Iklan, Brand Trust dan Brand Image Terhadap Minat Beli Konsumen Telkom Speedy di Kota Semarang, Universitas Diponegoro, Semarang, 2011).

[6] Bungin, B. (2014). Metodologi Penelitian Kuantitatif – Edisi Kedua. Jakarta: Kencana Prenada Media Group.

[7] Sugiyono (2013). Metode Penelitian Manajemen. Bandung: Penerbit Alfabeta.

[8] Azwar, S. (2014). Reliabilitas dan Validitas (4th ed.). Yogyakarta: Pustaka Pelajar.

[9] Priyatno, D. (2013). Analisis Korelasi Regresi dan Multivariate dengan SPSS. Penerbit Gaya Media. Jakarta

[10] Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23 (8th ed.). Semarang: Badan Penerbit Universitas Diponegoro.

[11] Kuncoro, M. (2013). Metode Riset Untuk Bisnis & Ekonomi. Bagaimana Meneliti dan Menulis Tesis? (4th ed.). Penerbit Erlangga.Jakarta