Pengaruh Citra Merek, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Makanan Kucing Merek Cat Choice di Toko Phiko Cat Shop Balikpapan

Winny Gusmiranda; Dewi Sartika

doi:10.30640/inisiatif.v4i2.3788

Authors

Winny Gusmiranda STIE Madani Balikpapan
Dewi Sartika STIE Madani Balikpapan

DOI:

https://doi.org/10.30640/inisiatif.v4i2.3788

Keywords:

Brand Image, Price Perception, Product Quality, Purchasing Decision

Abstract

This study seeks to examine the influence of Brand Image, Price Perception and Product Quality on Purchasing Decisions, both individually and simultaneously. The research adopts a quantitative approach, utilizing primary and secondary data sources. Primary data were collected through respondents, observations, and documentation, with a sample size of 96 respondents. Data analysis methods include Validity and Reliability Testing, Multiple Linear Regression Analysis and Hypothesis Testing, conducted using SPSS version 20. The findings indicate that: (1) Brand Image, Price Perception, and Product Quality collectively have a significant impact on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (2) Brand Image individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (3) Price Perception individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; and (4) Product Quality individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan.

References

Books: Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2022). Consumer behavior (13th ed.). Mason, OH: Cengage Learning.

Brown, R., & Smith, T. (2022). Evaluating the influence of brand image on consumer decision-making in pet food. Journal of Consumer Marketing Research, 29(1), 45–63. https://doi.org/10.1016/j.jcmr.2022.01.002

Chen, L., & Zhao, F. (2020). The role of product packaging in consumer decision-making: Evidence from pet food products. Journal of Retailing and Consumer Services, 52, 101896. https://doi.org/10.1016/j.jretconser.2020.101896

Conference Proceedings: Fernandez, J., & Ruiz, M. (2021). Brand loyalty in the digital era: A focus on the pet care market. In International Marketing Conference Proceedings (pp. 112–120). Valencia, Spain: Elsevier. https://doi.org/10.1016/IMCP2021.12.005

Darmansah, A., & Yosepha, S. Y. (2020). Pengaruh citra merek dan persepsi harga terhadap keputusan pembelian online pada aplikasi Shopee di wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–31. https://doi.org/10.35968/pkaby422

Journal Articles: Anggraeni, A. R., & Soliha, E. (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6(3), 96–107. https://doi.org/10.21111/tijarah.v6i3.5612

Kotler, A., & Armstrong, G. (2001). Prinsip-prinsip pemasaran (Edisi Keduabelas, Jilid 1). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2008). Manajemen pemasaran. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2020). Marketing management (16th ed.). New York, NY: Pearson Education.

Mendur, M. E., Tawas, H. N., & Arie, F. V. (2021). Pengaruh persepsi harga, kualitas produk dan atmosfer toko terhadap keputusan pembelian pada toko Immanuel Sonder. Jurnal EMBA, IX(3), 1077–1086. https://doi.org/10.35794/emba.v9i3.35296

Patel, A., & Mehta, S. (2023). Digital marketing strategies in the pet care industry. Journal of Marketing Innovations, 11(2), 135–149. https://doi.org/10.2501/JMI-2023-02

Reports: NielsenIQ. (2022). Global pet care trends and insights 2022. Retrieved from https://www.nielseniq.com

Sangadji, E. M., & Sopiah. (2013). Perilaku konsumen. Yogyakarta: ANDI.

Sartika. (2023). Pengaruh kualitas pelayanan terhadap niat perilaku melalui kepuasan dan nilai yang dirasakan mahasiswa STIE Madani Balikpapan. Jurnal Akuntansi Manajemen Madani, 9(1), 14–38. https://doi.org/10.51882/jamm.v9i1.66

Sartika. (2024). Pengaruh modal usaha, lama usaha, jam kerja dan pemasaran online terhadap pendapatan pedagang pakaian pasar Blauran Klandasan. Jurnal Akuntansi Manajemen Madani, 10(1), 71–92. https://doi.org/10.51882/jamm.v10i1.88

Sudaryono. (2016). Manajemen pemasaran: Teori dan implementasi. Yogyakarta: ANDI.

Tanaka, K., & Suzuki, M. (2022). Advanced analytics in the pet food industry: Insights from Japan. In Proceedings of the 12th International Conference on Consumer Insights (pp. 56–62). Tokyo, Japan: Springer. https://doi.org/10.1007/978-3-031-09276-1

Thesis/Dissertation: Hananto, D. (2021). Pengaruh desain produk, kualitas produk dan persepsi harga terhadap keputusan pembelian produk jersey sepeda di Tangsel. Seminar Nasional Penelitian LPPM UMJ, 1–10.

Wang, X., & Li, Y. (2023). Product quality as a determinant of brand preference in emerging markets. International Journal of Market Research, 65(2), 145–159. https://doi.org/10.1016/j.ijmr.2023.02.001