PENGARUH IKLAN, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KAIN SONGKET BALI
Abstract
Keputusan pembelian merupakan sikap seseorang untuk membeli produk yang telah diyakini akan memuaskan dirinya dan kesediaan menanggung resiko yang mungkin ditimbulkan. Banyaknya beredar songket tiruan yang memiliki kemiripan motif, dibuat dengan mesin serta harga yang jauh lebih murah, sehingga hal tersebut dapat mempengaruhi keputusan pembelian konsumen kain Songket Bali. Tujuan dari penelitian adalah menganalisis pengaruh iklan, citra merek, dan kualitas produk terhadap keputusan pembelian Songket Bali di Dian’s Songket & Endek Kabupaten Klungkung. Sampel sebanyak 112 dengan non-probalitity sampling. Pengumpulan data menggunakan penyebaran kuesioner. Data dianalisis dengan analisis regresi linier berganda. Hasil penelitian menunjukan iklan berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian. Diharapkan Dian’s Songket & Endek harus tetap memperhatikan iklan, citra merek, dan kualitas produk sehingga mampu meningkatkan Keputusan Pembelian Songket Bali di Dian’s Songket & Endek.
Purchase decision is person's attitude to buy product that is believed to satisfy and willingness to assume the risks that may arise. Large number of imitation songkets circulating that have similar motifs, are made by machines and prices are much cheaper, this affect purchasing decisions of consumers of Balinese Songket fabrics. Purpose of this study is to analyze effect of advertising, brand image, and product quality on purchasing decisions at Dian's Songket & Endek, Klungkung. Sample are 112 consumers with non-probability sampling. Data collection using questionnaires. Data were analyzed by multiple linear regression analysis. Results show advertising has positive and significant effect on purchasing decisions, brand image has positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions. Dian's Songket & Endek must pay attention to advertisements, brand image, and product quality so that they can increase the Bali Songket Purchase Decision
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References
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Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. https://doi.org/10.14254/2071- 8330.2019/12-3/1
Kustiwan, S., & Hadita. (2020). The Impact of the First Media Product Purchase Decision on Brand Image and Product Quality ( First Media Customer Survey in DKI Jakarta ). American Journal of Humanities and Social Sciences Research (AJHSSR), 4(4), 77–85.
Manandhar, B. (2018). Effect of Advertisement in Consumer Behavior. Management Dynamics, 21(1), 46–54. https://doi.org/10.3126/md.v21i1.27046
Mas Setiadi, I. G. N. B. H. I., & Ekawati, N. W. (2018). Brand Image Memediasi Kualitas Produk Terhadap Keputusan Pembelian Produk Smartphone Oppo Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 8(1), 142. https://doi.org/10.24843/ejmunud.2019.v08.i01.p06
Mubarok, M. M. (2018). The Effect of Brand Image and Consumer Attitudes on The Decision to Purchase Batik Jetis Sidoarjo Mediated by Interest to buy. Journal of Economics, Business & Accountancy Ventura, 21(1), 105–116. https://doi.org/10.14414/jebav.v21i1.1134
MuhammadAwan, A. G., Ismail, Majeed, F., & Ghazal, F. (2016). Effects of Advertisement on Consumer’s Buying Behaviour with References to FMCGs in Southern Punjab-Pakistan. Journal of Marketing and Consumer Research Journal, 19(2015), 22–30.
Oktavenia, K. A. R., & Ardani, I. G. A. K. S. (2019). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Handphone Nokia Dengan Citra Merek Sebagai Pemediasi. E-Jurnal Manajemen, 8(3), 1374–1400. https://doi.org/https://doi.org/10.24843/EJMUNUD.2019.v08.i03.p08
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning, 37(4), 372–385. https://doi.org/https://doi.org/10.1108/MIP-02-2018-0070
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Thaief, I., Hasan, M., & Dinar, M. (2020). The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar. Pinisi Business Administration Review, 2(2), 57–68.
Wahyuni, S., & Pardamean, J. (2016). Pengaruh Iklan, Harga Dan Kualitas Layanan Terhadap Keputusan Pembelian Kartu Simpati Di Institute Perbanas. Jurnal Studi Manajemen Dan Bisnis, 3(1), 1–18.
Wulandari, Rahayu Ni Made dan Nurcahya, I Ketut. (2015). Pengaruh Celebrity Endorser, Brand Image, Brand Trust Terhadap Keputusan Pembelian Clear Shampoo di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana. 4 (11), hal. 3909-3935
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905. https://doi.org/https://doi.org/10.1108/BIJ-05-2017-0092
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Azmy, A., Nauyoman, D., & Zakky, M. (2020). The Effect of Brand Image and Perception of Products on The Purchase Decisions of Matic Motorcycle in East Belitung. Jurnal Administrasi Bisnis, 9(1), 31–42.
Basso, K., Duschitz, C. d. C., Giacomazzi, C. M., Sonego, M., Rossi, C. A. V., & Reck, D. (2019). Purchase decision and purchase delay of hedonic and utilitarian products in the face of time pressure and multiplicity of options. Revista de Gestão, 26(2), 112–125. https://doi.org/https://doi.org/10.1108/REGE-01-2018-0022
Cheung, M. ., Pires, G., & Rosenberger, P. . (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/https://doi.org/10.1108/APJML-04-2019-0262
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139. https://doi.org/https://doi.org/10.1108/AJEMS-03-2013-0031
Damanik, H. M. (2018). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Sepatu Casual Merek Bata. Jurnal Ilmiah Kohesi, 2(2), 1.
Deisy, M., Lapian, J., & Mandagie, Y. (2018). Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai  Gerai Seluler Di IT Center Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2288–2297. https://doi.org/10.35794/emba.v6i4.20997
Dewi, W. S., Hasiolan, L. B., & Minarsih, M. M. (2016). Pengaruh Kualitas Produk, Kepercayaan Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Journal of Management, 2(2), 1.
Duffett, R. . (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39. https://doi.org/https://doi.org/10.1108/YC-07-2016-00622
Foster, B. (2016). Impact of Brand Image on Purchasing Decision on Mineral Water Product “ Amidis ” ( Case Study on Bintang Trading Company ). American Research Journal of Humanities and Social Sciences (ARJHSS), 2(1), 1–11. https://doi.org/10.21694/2378-7031.16023
Ghozali, Imam. (2006). Aplikasi Analisis Multivariate dengan Program SPSS (Edisi Ke 4). Semarang:Badan Penerbit Universitas Diponegoro.
Haider, T., & Shakib, S. (2017). A Study On The Influences of Advertisement On Consumer Buying Behavior. Business Studies Journal, 9(1), 1.
Hanaysha, J. . (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/https://doi.org/10.1108/PRR-08-2017-0034
Hakim, Susilowati. (2013). Pengaruh Persepsi Iklan, Kesadaran Merek, Citra Merek terhadap Sikap pada Merek dan Keputusan Pembelian (Studi pada Produk Pestisida Merek Sidamenthrin 50EC). Jurnal Aplikasi Manajemen Fakultas Ekonomi & Bisnis UB. Vol. 11. No. 4. ISSN : 1693-5241.
Ismail, A. . (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/https://doi.org/10.1108/APJML-10-2015-0154
Istiqomah et al.,, (2019). Analisis Pengaruh Kepercayaan, Iklan dan Persepsi Resiko Terhadap Keputusan Pembelian di situs Shopee di Kota Lumajang. Progress Conference. Vol. 2. E-ISSN : 2622-304X, P-ISSN : 2622-3031. http://proceedings.stiewidyagamalumajang.ac.id/index.php/progress
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/https://doi.org/10.1108/MIP-09-2018-0375
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. https://doi.org/10.14254/2071- 8330.2019/12-3/1
Kustiwan, S., & Hadita. (2020). The Impact of the First Media Product Purchase Decision on Brand Image and Product Quality ( First Media Customer Survey in DKI Jakarta ). American Journal of Humanities and Social Sciences Research (AJHSSR), 4(4), 77–85.
Manandhar, B. (2018). Effect of Advertisement in Consumer Behavior. Management Dynamics, 21(1), 46–54. https://doi.org/10.3126/md.v21i1.27046
Mas Setiadi, I. G. N. B. H. I., & Ekawati, N. W. (2018). Brand Image Memediasi Kualitas Produk Terhadap Keputusan Pembelian Produk Smartphone Oppo Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 8(1), 142. https://doi.org/10.24843/ejmunud.2019.v08.i01.p06
Mubarok, M. M. (2018). The Effect of Brand Image and Consumer Attitudes on The Decision to Purchase Batik Jetis Sidoarjo Mediated by Interest to buy. Journal of Economics, Business & Accountancy Ventura, 21(1), 105–116. https://doi.org/10.14414/jebav.v21i1.1134
MuhammadAwan, A. G., Ismail, Majeed, F., & Ghazal, F. (2016). Effects of Advertisement on Consumer’s Buying Behaviour with References to FMCGs in Southern Punjab-Pakistan. Journal of Marketing and Consumer Research Journal, 19(2015), 22–30.
Oktavenia, K. A. R., & Ardani, I. G. A. K. S. (2019). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Handphone Nokia Dengan Citra Merek Sebagai Pemediasi. E-Jurnal Manajemen, 8(3), 1374–1400. https://doi.org/https://doi.org/10.24843/EJMUNUD.2019.v08.i03.p08
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning, 37(4), 372–385. https://doi.org/https://doi.org/10.1108/MIP-02-2018-0070
Putra, R., Suharyono, S., & Yulianto, E. (2017). Pengaruh Citra Merek Internasional (International Brand Image) Dan Kualitas Produk Terhadap Keputusan Pembelian (Survei pada Pembeli Sepatu Nike Running di Mall Olympic Garden Kota Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 43(1), 44–49.
Samad, A., & Wibowo, I. (2016). Pengaruh Produk dan Citra Merek terhadap Keputusan Pembelian Sepatu Olah Raga Merek Specs di Kota Bekasi. Jurnal Manajemen Bisnis Krisnadwipayana, 3(4), 1.
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh Iklan dan Endorser terhadap Brand Awareness serta Dampaknya pada Keputusan Pembelian. Riset, 1(1), 001-015. https://doi.org/https://doi.org/10.35212/277621
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: a social marketing review. Journal of Social Marketing, 9(2), 204–224. https://doi.org/https://doi.org/10.1108/JSOCM-05-2018-0046
Situmorang, I. L. (2017). Pengaruh Kualitas Produk Dan Iklan Terhadap Citra Merek Dan Keputusan Pembelian Produk Kecantikan Merek Pond’s Pada Remaja Di Kota Pekanbaru. JOM Fekon, 4(1), 1.
Sugiyono. (2013). Metode Penelitian Pendidikan (Pendekatan Kuantitatif ,Kualitatif, dan R&D). Bandung : Alfabeta
Thaief, I., Hasan, M., & Dinar, M. (2020). The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar. Pinisi Business Administration Review, 2(2), 57–68.
Wahyuni, S., & Pardamean, J. (2016). Pengaruh Iklan, Harga Dan Kualitas Layanan Terhadap Keputusan Pembelian Kartu Simpati Di Institute Perbanas. Jurnal Studi Manajemen Dan Bisnis, 3(1), 1–18.
Wulandari, Rahayu Ni Made dan Nurcahya, I Ketut. (2015). Pengaruh Celebrity Endorser, Brand Image, Brand Trust Terhadap Keputusan Pembelian Clear Shampoo di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana. 4 (11), hal. 3909-3935
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9), 3882–3905. https://doi.org/https://doi.org/10.1108/BIJ-05-2017-0092
Published
2022-02-26
How to Cite
DARMAWAN, I Gede Deva; PRAMUDANA, Komang Agus Satria.
PENGARUH IKLAN, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KAIN SONGKET BALI.
E-Jurnal Manajemen, [S.l.], v. 11, n. 2, p. 255 - 276, feb. 2022.
ISSN 2302-8912.
Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/73783>. Date accessed: 09 may 2025.
doi: https://doi.org/10.24843/EJMUNUD.2022.v11.i02.p03.
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