Mediasi Corporate Image pada Hubungan Price Policy dengan Keputusan Pembelian

Elvirra Ariska Dewi, Pudjo Sugito

Abstract


Abstract: This research on the effect of price policy on purchasing decisions through corporate image mediation aims to analyze how much influence is generated by the price policy mediated by corporate image on purchasing decisions. To achieve this goal, the research method used is quantitative. The sampling technique uses accidental random sampling technique and the number of samples used is 100 respondents. Data analysis techniques using SmartPLS. The independent variable in this study is the price policy while the dependent variable is purchasing decisions, and the corporate image mediation variable. Primary data is obtained through Matahari Department Store visitors and of course the local community. Based on data analysis, it is revealed that the price policy does not significantly affect on purchasing decisions. However, the pricing policy significantly effect on corporate image. Meanwhile, corporate image significantly affect on purchasing decisions and price policy significantly effect on purchasing decisions that are mediated by corporate image. The findings of this research provide interesting information because corporate image not only affects purchasing decisions, but also mediates the effect of price policies on purchasing decisions.


Keywords


Price Policy, Corporate Image and Purchase Decisions

Full Text:

PDF

References


Abubakar, A. H. & Sugito, P. (2019). Mediation Function Brand Loyalty on The Effects of Brand Image and Price to Customer Satisfaction, Jurnal Ekonomi, Keuangan dan Manajemen. 15, 159–170.

Adam, M. (2017). Design and Location on Decision of Purchase and its Implication on Customer Satisfaction. International Journal of Economics, Commerce and Management. 5(12), 345–35.

Ali, H. & Novanza, H., (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study Smeco Indonesia SME Products) 1. 621–632 doi:10.21276/sjhss.

Bhattacherjee, A. (2012). Social Science Research: Principles, Methods, and Practices. Book 3.

Diza, F. (2016). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Kepercayaan terhadap Kepuasan Konsumen (Studi pada PT. Fifgroup Cabang Manado). Jurnal EMBA, 7(2), 328-337.

Foster, B., Johansyah, M. D & City, B. (2019). The effect of product quality and price on buying interest with risk as intervening variables (study on lazada.com site users). International Journal of Innovation. 7(2), 328-337.

Iien, C., Wen, M., Huang, L. & Wu, K. (2015). Asia Pacific Management Review Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Manag. Rev. 20(4), 210–218.

Imaningsih, E. S. (2018). The Model of Product Quality, Promotion, Price, and Purchase Decisions. Jurnal Ekonomi, 23(2), 260–271.

Safitri, I. (2018). The Influence of Product Price on Consumers’ Purchasing Decisions. Review of Integrative Business and Economics Research, 7(2),328–337.

Karamang, E. (2018). Pengaruh Brand Image dan Pricing Policy terhadap Keputusan Pembelian melalui Brand Trust. Jurnal Image, 7(1), 23–28.

Kottler, P. & Keller, L. (2017). Marketing Management, The 15th Edition, New Jersey: Prentice Hall.

Lesmana, A. & Yustrani, B., (2017). Pengaruh Citra Perusahaan terhadap Pembelian. Jurnal Management, 1, 20-29.

Mbete, G. S. & Tanamal, (2020). R. Effect of Easiness, Service Quality, Price,Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika 5(2), 100–110.

Pati, D. I. K., (2016). Pengaruh Harga terhadap Keputusan Pembelian. Jurnal Ekonomi, 8, 92–121.

Rahmiati, F. & Mubarak, Z., (2008). corporate image influencing customers’ purchase decision in minimarket in bekasi. Advanced Science Letters. 23, 7838–7840.

Setijani, E. & Sugito, P. (2019). Mediating Customer Relationship Management on The Effect of Incremental Innovation on Product Life Cycle. International Jurnal of Scientific and Technology Research, 8(9):59-64.

Sutarto, M., (2019). Keterkaitan Brand image dengan Intensi Pembelian pada Outlet Mini Melts Surabaya. Jurnal Manajemen Bisnis, 7(2): 8-16.

Sun, L., Ji, S. & Ye, J., (2018). Partial Least Squares. Multi-Label Dimensionality Reduction. doi:10.1201/b16017-6.




DOI: https://doi.org/10.18860/iq.v17i2.9544

Bookmark and Share


Editorial Office:
Management Department,
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim
Gajayana Str. No. 50 Phone. 082334248882
E-mail: iqtishoduna@uin-malang.ac.id

E-ISSN 2614-3437
P-ISSN 1829-524X

Lisensi Creative Commons
IQTISHODUNA under CC BY SA 4.0 Internasional.

Indexed by: 

  Hasil gambar untuk gambar onesearchResearchBib  

Member of:


View My Stats