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Pengaruh Brand Image, Kualitas Produk Dan Jingle Iklan Terhadap Keputusan Pembelian (Studi Pada Konsumen Sari Roti Di Semarang)

*Krisna Adi Wibowo  -  Departement of Business Administration, Universitas Diponegoro, Indonesia
Bulan Prabawani  -  Departement of Business Administration, Universitas Diponegoro, Indonesia

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Abstract

Abstract: PT Nippon Indosari Corpindo failed to reach its sales target from 2015, and even experienced a decline in sales in 2017. This study was aimed at finding out the effect of brand image, product quality and advertising jingles on consumer decisions to buy Sari Roti products in Semarang City. A total of 100 respondents were taken as samples in this study. The sampling method used in this study is non-probability sampling. Data were analyzed using the SPSS program for Windows version 21. The results of this study indicate that the variable brand image, product quality and advertising jingles have a positive effect on purchasing decisions of Sari Roti products. Researchers suggest improvements in the brand image variable by including hot-line service or e-mail address on Sari Roti product packaging, making new jingles used on Sari Roti mobile carts, giving rewards or gifts to consumers that can invite other consumers to get. buy Sari Roti Products

 

Keywords: Brand Image; Product Quality; Advertising Jingle On Purchase Decisions

 

Abstrak: PT Nippon Indosari Corpindo gagal mencapai target penjualan dari tahun 2015, bahkan mengalami penurunan penjulan pada tahun 2017. Penelitian ini ditujukan untuk mencari tahu pengaruh dari brand image, kualitas produk dan jingle iklan terhadap keputusan konsumen untuk membeli Produk Sari Roti di Kota Semarang. Sebanyak 100 responden diambil sebagai sampel dalam penelitian ini. Metode sampling yang digunakan dalam penelitian ini adal non-probability sampling. Data dianalisa menggunakan melalui program SPSS untuk windows versi 21. Hasil penelitian ini menunjukan bahwa variabel brand image, kualitas produk dan jingle iklan berpengaruh positif keputusan pembelian Produk Sari Roti. Peneliti menyarankan adanya perbaikan pada variabel brand image dengan cara mencantumkan hot-line service atau alamat e-mail pada kemasan Produk Sari Roti, membuat jingle baru yang digunakan pada gerobak keliling Sari Roti, memberikan reward atau hadiah kepada konsumen yang bisa mengajak konsumen lain untuk dapat membeli Produk Sari Roti

Kata Kunci: Brand Image; Kualitas Produk; Jingle Iklan Terhadap Keputusan Pembelian

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The Impact of Brand Image, Product Quality, and Advertising Jingle on Purchase Decision on Sari Roti Product (Study on Consumers Sari Roti in Semarang City)
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Keywords: Brand Image; Product Quality; Advertising Jingle On Purchase Decisions

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