PRODUCT ASPECTS OF MARKETING EFFORT AND PURCHASE INTENTION

Main Article Content

Wiyadi Wiyadi
Nalendrawati Ariska Ayuningtyas

Keywords

Brand Image, Product and Service Quality, Purchase Intention

Abstract

Purpose of Study: This article aims to analyze the effect of product aspects of marketing effort consisting of brand image, product quality, and service quality on consumer purchase intention. The sample of research is 100 consumer of Honda motorcycle in Surakarta city.


Methodology: The sampling technique uses convenience sampling. Data analysis tools use multiple linear regression.


Results: The results showed that brand image, product quality, and service quality significantly influence consumer purchase intention.


Implications/Applications: For further research, it is necessary to add other independent variables, such as price aspect, promotion aspect, distribution aspect, and consumer characteristic.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...
Abstract 41 | PDF Downloads 21 XML Downloads 0

References

Ahmadi, A. K., Zamani, M., &Sarzaym, M. (2014). A survey of the spiritual intelligence in organizations with an emphasis on Islamic texts. UCT Journal of Social Sciences and Humanities Research, 2(2), 29-36.
Amelia, Z. (2012). PengaruhInformasiKualitasProdukdan Citra MerekTerhadapMinatBeliKonsumenSepeda Motor Honda Megapro di Surabaya. [Effects of Product Quality Information and Brand Image Towards Attracting Honda Megapro Motorcycle Consumers in Surabaya]. Bachelor. Universitas Pembangunan Nasional Veteran JawaTimur.
Annafik, A. F., and Rahardjo, M. (2012). AnalisisPengaruhKualitasProduk, Harga, danDaya Tarik IklanTerhadapMinatBeliSepeda Motor Yamaha (StudiKasusPadaKonsumen Yamaha SS CabangKedungmundu Semarang) [Analysis on Effects of Product Quality, Price, and Advertisement’s Attractiveness Towards Yamaha Motorcycle’s Consumers (Case Study on Yamaha SS Consumers at Kedungmundu, Semarang)]. PhD. University of Diponegoro.
Arslan, M., and Zaman, R. (2014). Impact of Brand Image and Service Quality on Consumer Purchase Intention: A Study of Retail Store in Pakistan. Research on Humanities and Social Sciences, 4 (22): 98–105.
Assael, H. (2001). Consumer Behaviour and Marketing Action 6th Edition. Boston: Thomson-Learning.
Awi, Y. L., and Chaipoopirutana, S. (2014). A Study of Factors Affecting Consumer’s Repurchase Intention toward Xyz Restaurant, Myanmar. International Conference on Trends in Economics, Humanities and Management [Online] Pattaya: ICEHM, pp. 181–184. Available at: 10.15242/ICEHM.ED0814093.
Bariroh, H. (2015). Pengaruhkualitaspelayananterhadapminatmembelikonsumenpada minimarket Indomartdan minimarket Alfamart [Effect of Service Quality Towards Consumer’s Attraction on Indomart and Alfamart Minimarket]. Bachelor. Universitas Islam NegeriMaulana Malik Ibrahim Malang.
Chinomona, R., Okoumba, L., and Pooe, D. (2013). The Impact of Product Quality on Perceived Value, Trust and Students’ Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences, 4 (14): 463–472. doi: 10.5901/mjss.2013.v4n14p463.
Djarwanto, P., and Subagyo, P. (2005). StatistikInduktifEdisi 4 [Inductive Statistics 4th Edition]. Yogyakarta: BPFE.
Fure, H. (2013). Lokasi, KeberagamanProduk, Harga, danKualitasPelayananPengaruhnyaTerhadapMinatBelipadaPasarTradisionalBersehatiCalaca [Location, Diversity of Products, Price, and Quality of Services on its Effects Toward Consumers’ Attraction on PasarTradisionalBersehatiCalaca]. Jurnal EMBA, 1 (3): 273–283.
Groonroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18 (4): 36–44. doi: 10.1108/EUM0000000004784.
Guerrero, Hilda, Shirly Polo, and Judith Martinez Royer Paola Ariza. "Trabajocolaborativocomoestrategiadidáctica para el desarrollo del pensamientocrítico." Opción 34.86 (2018): 959-986.
Handoko, Martin. (1992). Motivasi: DayaPenggerakTingkahLaku [Motivation: Driving Behaviour Force] Jogjakarta: Kanisius.
Joseph, O., Onyemachi, O. N. D., and Lilian, Kalu-Okwun. (2012). Analysis of the Determinants of Repurchase Intention of Soap Products of an Agribusiness Firm in Abia State, Nigeria. Journal of Economics and Sustainable Development, 3 (14): 197–204.
Kinear, T. C., and Taylor, J. R. (1995). Marketing Research: An Applied Approach. New York: McGraw Hill.
Kotler, P. (2002). ManajemenPemasaraan. EdisiMilennium [Marketing Management, Millennial Edition]. Jakarta: Prentice Hall.
Kotler, P. (2005). ManajemenPemasaranJilid 1 (Edisi 11) [Marketing Management 1st Volume 11th Edition]. Jakarta: Jakarta Indeks.
Kotler, P., and Amstrong, G. (2001). Prinsip-prinsipPemasaran, Jilid 1, EdisiKedelapan [Marketing Principle Vol 1, 8th Edition]. Jakarta: Erlangga.
Kotler, P., Ang, SweeHoon, Leong, Siew Meng, and Tan, Chin Tiong. (1999) ManajemenPemasaranPerspektif Asia Buku I [Marketing Management in the Perspective of Asia Book I] Yogyakarta: Andi.
Kotler, P., Bowen, J., and Makens, J. (1999). Marketing for Hospitality and Tourism 2nd Edition. New Jersey: Prentice Hall Inc.
Lidyawatie, S. (1998). PerilakuKonsumen: AplikasidalamBisnisdanPemasaran [Consumer’s Behaviour: Its Application in Business and Marketing]. Jakarta: PT. GramediaPustakaUtama.
Lobão, J., and Pereira, C. (2016). Looking for Psychological Barriers in nine European Stock Market Indices. Dutch Journal of Finance and Management, 1(1), 39. https://doi.org/10.20897/lectito.201639
Mambu, E. (2015). The Influence of Brand Image, and Service Quality Toward Consumer Purchase Intention of Blue Bird Taxi Manado. Jurnal EMBA, 3 (4): 645–653.
Merdeka.com, (2017). PT. Astra Honda Motor. [Online]. Available at: https://www.merdeka.com/pt-astra-honda-motor/ [Accessed 15 May. 2017].
Nikolaeva, A. D., &Savvinov, V. M. (2016). Multi-ethnic school in the Russian Federation: the Preconditions of Formation and Development (a case study of a national region). International Electronic Journal of Mathematics Education, 11(10), 3405-3414.
Pupuani, N. W., and Sulistyawati, E. (2013). PengaruhBauranPemasaranTerhadapKepuasanKonsumendanPerilakuPembelianUlang (StudiKasuspadaProduk Pasta Gigi MerekPepsodent di Kota Denpasar) [The Effects of Mixed Marketing on Customer’s Satisfaction and Re-Purchasing Behaviour (Case Study on Pepsodent Brand Toothpaste Products in Denpasar)]. E-Jurnal Management, 2 (6): 683–702.
Rizkalla, N., and Suzanawaty, L. (2012). The effect of Store Image and Service Quality on Private Label Brand Image and Purchase Intention. Case Study: Lotte Mart Gandaria City. Asean Marketing Journal, 4 (2): 90–99. Doi: 10.21002/amj.v4i2.2035.
Safdari, m., arab, b. A., &bagheri, g. A. (2013). Realization of economic justice through teleworking, UCT Journal of Management and Accounting Studies, 1(1): 11-13.
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., and Ahmed, N. (2015). Product Perceived Quality and Purchase Intention with Consumer Satisfaction. Global Journal of Management and Business Research: E Marketing, 15 (1): 21–28.
Schiffman, L. G., and Kanuk, L. L. (2008). PrilakuKonsumen. Edisiketujuh [Consumer’s Behaviour 7th Edition]. Translated by ZoelkifliKasip. Jakarta: PT Indeks.
Soltani, M., Esfidani, M. R., Jandaghi, G., and Soltaninejad, N. (2016). The Effect of Service Quality on Private Brand Image and Purchase Intention in the Chain Stores of ETKA. World Scientific News, 47 (2): 202–216.
Sugiyono, Sugiyono. (2010). MetodePenelitianBisnis [Business Research Method]. Bandung: Alfabeta.
Sugiyono, Sugiyono. (2013). MetodeRisetBisnis [Business Research Method]. Yogyakarta: Andi.
Surachman, Surachman. (2017). Dasar-DasarManajemenMerek [Basics of Brand Management]. Malang: Banyumedia.
Sutisna, Sutisna. (2001). PerilakuKonsumendanKomunikasiPemasaran [Consumer’s Behaviour and Marketing Communication] Bandung: PT. RemajaRosdakarya.
Swastha, B., and Irawan. (1997). ManajemenPemasaran Modern [Modern Marketing Management], Yogyakarta: Liberty.
Tandjung, W. J., (2004). Marketing Management. Jakarta: PT. Elex Media Computindo.
Tjiptono, F. (2008). StrategiPemasaran. Edisi 3 [Marketing Strategy 3rd Edition]. Yogyakarta: Andi.
Tjiptono, F. (2010). StrategiPemasaranEdisiKetiga [Marketing Strategy 3rd Edition]. Yogyakarta: Andi.
Turban, E., Outland, J., King, D., Lee, J. K., Liang, Ting-Peng, and Turban, D. C. (2018). Electronic Commerce 2018: A managerial Perspective 9th Edition. Gewerbestrasse: Springer.
Wang, Ya-Hui, and Tsai, Cing-Fen. (2014). The Relationship Between Brand Image And Purchase Intention: Evidence From Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8 (2): 27–40.
Yoestini, I. N. S. (2012). AnalisisPengaruh Citra Merek, KualitasProduk, danHargaTerhadapMinatBeliProdukOriflame (StudiKasusMahasiswiFakultasEkonomikadanBisnisJurusanManajemenUniversitasDiponegoro Semarang) [Analysis on Effects of Brand Image, Product Quality, and Price Towards Oriflame Product Consumers (Case Study on Students of Management in Faculty of Economics and Business, University of Diponegoro, Semarang)]. Diponegoro Journal of Management, 1 (1): 1–17.