PENGARUH HARGA, PROMOSI PENJUALAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE DI BALI
Abstract
Inovasi teknologi internet sangat mempengaruhi keputusan konsumen terhadap pemilihan keputusan berbelanja. Penelitian ini memiliki tujuan untuk menjelaskan pengaruh dari harga, promosi penjualan, dan citra dari merek pada penjualan Starbucks Coffee. Sampel penelitian berjumlah 200 responden diperoleh melalui metode penyebaran kuesioner online menggunakan Google Forms bertujuan untuk menjelaskan pengaruh antara harga, promosi penjualan, dan citra merek terhadap keputusan pembelian waralaba Starbucks Coffee di Bali. Analisis Regresi Linier Berganda, Uji Asumsi Klasik, Uji t (Uji Parsial), Uji F (Uji Simultan), dan Uji Koefisien Determinasi (R Square) adalah metode analisis yang digunakan. Hasil analisis dari penelitian ini menunjukkan harga dari suatu produk berpengaruh negatif dan signifikan terhadap keputusan pembelian konsumen, kemudian promosi dan citra merek penjualan berpengaruh positif dan relevan terhadap keputusan pembelian. Harga, promosi penjualan, dan citra merek berpengaruh signifikan terhadap keputusan pembelian. Penelitian ini diharapkan membantu Starbucks Coffee Bali memberikan pengalaman pelanggan yang baik dan memberikan penilaian yang tepat sehingga persepsi pelanggan memengaruhi keputusan pembelian mereka.
Kata Kunci: Citra merek; Harga; Keputusan pembelian; Promosi penjualan
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References
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Anuradha Agarwal, & Maithili R.P Singh. (2018). Retail Experience, Customer Satisfaction and Behavior Intention: A Study of Tier-II City Consumers in Organized Retail Settings. https://www.researchgate.net/publication/343749164
Auliya, Z. F., Umam, M. R. K., & Prastiwi, S. K. (2017). Online Costumer Reviews (OTRs) dan Rating: Kekuatan Baru pada Pemasaran Online di Indonesia. EBBANK, 8(1), 89–98. https://ebbank.stiebbank.ac.id/index.php/EBBANK/article/view/112
Chen, Y. F., & Peng, S. S. (2018). University students’ internet use and its relationships with academic performance, interpersonal relationships, psychosocial adjustment, and self-evaluation. Cyberpsychology and Behavior, 11(4), 467–469. https://doi.org/10.1089/cpb.2007.0128
Dong fu, Y. H., & Kanling Wang. (2018). Effects of Membership Tier on User Content Generation Behaviors: Evidence from Online Reviews. https://ssrn.com/abstract=3002787Electroniccopyavailableat:https://ssrn.com/abstract=3002787Electroniccopyavailableat:https://ssrn.com/abstract=3002787
Farki, A., & Baihaqi, I. (2016). Pengaruh Online Customer Review dan Rating Terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Jurnal Teknik ITS (SINTA: 4, IF: 1.1815), 5(2), A614–A619. https://doi.org/10.12962/J23373539.V5I2.19671
Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23. In Journal of Management and Business (Cet. VIII). Badan Penerbit Universitas Diponegoro. https://slims.umn.ac.id//index.php?p=show_detail&id=19545
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/S40685-018-0072-4/TABLES/4
Hatta, & Salman. (2020). Promosi penjualan Terhadap Teknologi Sistem Informasi Baru Dalam Evaluasi Kinerja Individual. Kumpulan Materi Simposium Nasional Akutansi VIII.
Hidayat Rahmat, & Lubis, D. I. D. (2017). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan. https://www.researchgate.net/publication/318463783_Pengaruh_Citra_Merek_dan_Harga_terhadap_Keputusan_Pembelian_pada_Sekolah_Tinggi_Ilmu_Manajemen_Sukma_Medan
Ikhsan Nurahman. (2021). The Effect Of Customer Value And Customer Experience On Repurchase Decisions Through Customer Satisfaction On Grab Online Transportation (Survey of Grab Customers in Sleman Regency). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(2). https://doi.org/10.35794/JMBI.V8I2.35039
Isfiandi I, & Amirudin M Amin. (2019). Pengaruh Variasi Produk, Harga, Dan Customer Experience Terhadap Keputusan Pembelian Ulang Keramik Mulia Tile Pada Pt. Surya Asia Abadi Di Pekanbaru. Kurs : Jurnal Akuntansi, Kewirausahaan Dan Bisnis, 4(1), 114–129. https://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/article/view/458
Jogiyanto, H. M. (2017). Analisis & desain : sistem informasi : pendekatan terstruktur teori dan praktik aplikasi bisnis. https://opac.perpusnas.go.id/DetailOpac.aspx?id=918016
Khafidin, K. (2020). Konsep Perilaku Konsumen Beserta Implikasinya Terhadap Keputusan Pembelian.
Kotler, P., Armstrong, G. (Gary M. ), & Opresnik, M. O. (Marc O. (2020). Principles of marketing. 728.
Kotler, P., & Keller, K. L. (2021). Marketing Management 17th Global Edition. Pearson Education Limited, 1–832.
Megan Colman, Jed Da Silva, Ben Westermann, & Siphiwe Dlamini. (2019). The impact of perceived innovativeness, perceived risk and perceived educational support on University student’s entrepreneurial intention. In The Business and Management Review (Vol. 10).
Mileva, L., & Fauzi, A. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian (Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks Menggunakan LINE). Jurnal Administrasi Bisnis, 58(1), 181–189. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2421
Narwal, M., & Sachdeva, S. (2013). Impact Of Information Technology (It) On Consumer Purchase Behavior. Science & Commerce International Refereed Research Journal ■ Www.Researchersworld.Com ■, 3. www.researchersworld.com
Perkins, L., Perkins, & Lauren. (2015). Designing Community and Social Experiments. The Community Manager’s Playbook, 221–238. https://doi.org/10.1007/978-1-4302-4996-2_9
Peter, J. P., & Jerry C. Olson. (2018). Consumer Behavior, Perilaku Konsumen dan Strategi Pemasaran (4th ed.). Erlangga.
Puspitasari, D. A., & Indriani, F. (2018). Analisis Pengaruh Perceived Quality, Perceived Value, Dan Perceived Risk Terhadap Keputusan Pembelian Online. Diponegoro Journal of Management, 7(4), 237–248. https://doi.org/10.2/JQUERY.MIN.JS
Rahyuda Ketut. (2020). Metode Penelitian Bisnis. Udayana University Press.
Ratri L. E. (2017). Hubungan Antara Citra Merek (Brand Image) Operator Seluler Dengan Loyalitas Merek (Brand Loyalty) Pada Mahasiswa Pengguna Telepon Seluler Di Fakultas Ekonomi Reguler.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. ALFABETA.
Sukma, A. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Social Networking. Jurnal Ekonomi Manajemen. https://docplayer.info/30628767-Analisis-faktor-faktor-yang-mempengaruhi-keputusan-pembelian-melalui-social-networking-websites.html
Sutanto, M. A. , & Aprianingsih, A. (2016). The Effect Of Online Consumer Review Toward Purchase Intention: A Study In Premium Cosmetic In Indonesia.
Vitry, D. D. R. (2014). Analisis Customer Experience Dan Lifestyle Model Terhdap Keputusan Menonton Film (Survei Terhadap Member Bioskop Blitzmegaplex Paris Van Java Bandung). Jurnal Ilmu Manajemen Dan Bisnis, 5(1). https://doi.org/10.17509/JIMB.V5I2.1021
Wirawan, & Wibawa. (2017). Pengaruh Brand Image Dan Customer Satisfaction Terhadap Word of Mouth Di Krisna Oleh-Oleh Khas Bali. E-Jurnal Manajemen Universitas Udayana, 1(1), 254017. https://www.neliti.com/publications/254017/
Zhao, X. (Roy), Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343–1364. https://doi.org/10.1108/IJCHM-12-2013-0542
Published
2024-04-30
How to Cite
TAUFIK, Muhammad Rifandy; SUKAWATI, Tjokorda Gde Raka.
PENGARUH HARGA, PROMOSI PENJUALAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE DI BALI.
E-Jurnal Manajemen, [S.l.], v. 13, n. 4, p. 582 - 601, apr. 2024.
ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/103421>. Date accessed: 22 nov. 2024.
doi: https://doi.org/10.24843/EJMUNUD.2024.v13.i04.p03.
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