The effect of brand image and price changes on the purchase decision of cement products in the city of Palembang

Ahmad Faisal Ramadhan; Zakaria Wahab; Muchsin Saggaf Shihab; Marlina Widiyanti

doi:10.21744/ijss.v5n1.1837

Authors

Ahmad Faisal Ramadhan
ahmadixal@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Muchsin Saggaf Shihab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

brand image, cement products, price change, purchase decision

Abstract

This study aims to determine the effect of brand image and price changes on the purchasing decisions of cement products in Palembang (study on consumers of Baturaja cement products in Palembang). The population in this study is all consumers of cement products in Palembang in 2021. With the criteria for determining the sample, the sample in this study was 150 respondents. The multiple linear regression analysis results show that brand image has a positive and significant effect on purchasing decisions for Baturaja cement products. Price changes have a positive and significant effect on purchasing decisions for Baturaja cement products. Brand image, PT Semen Baturaja (Persero), Tbk should maintain the good image of PT Semen Baturaja (Persero), Tbk among the public because its status as a state-owned company does not guarantee to be the consumer's first choice. Price changes: It is necessary to make regular price adjustments with cement competitors because the price difference is a little more expensive, so consumers will switch to products from other companies.

Downloads

Download data is not yet available.

References

Adyanto, B. C., & Santosa, S. B. (2018). Pengaruh Kualitas Layanan, Brand Image, Harga Dan Kepercayaan Produk Terhadap Keputusan Pembelian (Studi Layanan E-Commerce Berrybenka. com). Diponegoro Journal of Management, 7(1), 10-29.

Amalia, E., & Nurseto, S. (2019). Pengaruh Harga Dan Citra Merek Terhadap Keputusan Pembelian Smartphone Samsung (Studi pada Pengguna Smartphone Samsung di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 8(4), 91-97.

Armayani, A., & Jatra, I. M. (2019). Peran Brand Image Memediasi Promosi Dn Harga Terhadap Keputusan Pembelian Smartphone Samsung di Kota Denpasar. E-Journal Manajemen, 8(8), 5222-5239.

Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627-638. https://doi.org/10.1016/j.ijinfomgt.2017.05.001

Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial marketing management, 36(2), 230-240. https://doi.org/10.1016/j.indmarman.2005.08.013

Fadila, D., Wahab, Z., Isnurhadi, I., & Widiyanti, M. (2021). The effect of brand image, brand ambassador, and product quality on the purchase decision of Mustika Ratu products: (study on Sriwijaya University students). International Journal of Social Sciences, 4(1), 182-189. https://doi.org/10.31295/ijss.v4n1.1657

Fatmawati, N., & Soliha, E. (2017). Kualitas Produk, Citra Merek Dan Persepsi Harga Terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic “Honda”. Jurnal Manajemen Teori dan Terapan| Journal of Theory and Applied Management, 10(1), 1-20.

Ferdani, A. R., Wahab, Z., Shihab, M. S., & Widiyanti, M. (2020). Effect of service quality, tariff perception and brand image toward costumer satisfaction. International Journal of Social Sciences, 3(1), 90-99. https://doi.org/10.31295/ijss.v3n1.168

Hamilton, J. D. (1996). This is what happened to the oil price-macroeconomy relationship. Journal of monetary economics, 38(2), 215-220. https://doi.org/10.1016/S0304-3932(96)01282-2

Hanifati, F., & Waloejo, H. D. (2019). Pengaruh harga, brand image, dan kualitas pelayanan terhadap keputusan pembelian (Studi kasus gracia skin clinic Semarang). Jurnal Ilmu Administrasi Bisnis, 8(4), 60-66.

Huang, Z., & Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25, 40-58. https://doi.org/10.1016/j.elerap.2017.08.003

Inayah, D., Zulkarnain, Z., & Garnasih, R. L. (2019). Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Brand Image Dan Keputusan Pembelian Sepeda Motor Yamaha Mio Pada PT. Alfa Scorpii Kota Pekanbaru. Jurnal Tepak Manajemen Bisnis, 11(3).

Karimi, S., Holland, C. P., & Papamichail, K. N. (2018). The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective. Journal of Business Research, 91, 71-82. https://doi.org/10.1016/j.jbusres.2018.05.038

Kurniawan, F., Arifin, Z., & Fanani, D. (2018). Pengaruh Citra Merek Terhadap Keputusan Pembelian (Survei Kepada Para Siswa Sman 15 Surabaya Kelas XII Yang Menggunakan Laptop Ber Merek Asus). Jurnal Administrasi Bisnis, 56(1), 65-74.

Kurniawan, M. A., & Budiatmo, A. (2020). Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Toyota Rush Melalui Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Toyota Rush di Nasmoco Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(4), 548-553.

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005

Madyan, I. S., & Tiarawati, M. (2014). Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian Ponds Flawless White. BISMA (Bisnis dan Manajemen), 6(2), 98-105.

Mahanani, E. (2018). Pengaruh Citra Merek, Kualitas Produk, Harga Dan Gaya Hidup Terhadap Keputusan Pembelian Produk Mataharimall. Com. Journal Ikhraith Humaniora, 2(1), 53-61.

Maindoka, L. F., Tumbel, A., & Rondonuwu, C. (2018). Analisis Pengaruh Citra Merek, Harga Dan Desain Produk Terhadap Keputusan Pembelian Mobil Nissan Grand Livina Pada PT. Wahana Wirawan Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(3).

Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of business research, 65(5), 701-707. https://doi.org/10.1016/j.jbusres.2011.04.002

Müller, U. A., Dacorogna, M. M., Olsen, R. B., Pictet, O. V., Schwarz, M., & Morgenegg, C. (1990). Statistical study of foreign exchange rates, empirical evidence of a price change scaling law, and intraday analysis. Journal of Banking & Finance, 14(6), 1189-1208. https://doi.org/10.1016/0378-4266(90)90009-Q

Pourchez, J., Govin, A., Grosseau, P., Guyonnet, R., Guilhot, B., & Ruot, B. (2006). Alkaline stability of cellulose ethers and impact of their degradation products on cement hydration. Cement and Concrete Research, 36(7), 1252-1256. https://doi.org/10.1016/j.cemconres.2006.03.028

Prasetya, E. G., Yulianto, E., & Sunarti, S. (2018). Pengaruh Brand Image Terhadap Keputusan Pembelian (Survei Pada mahasiswa Fakultas Ilmu Administrasi Bisnis Progam Studi Administrasi Bisnis angkatan 2014 konsumen Air Mineral Aqua). Jurnal Administrasi Bisnis, 62(2), 214-221.

Pratama, D. W., & Santoso, S. B. (2018). Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian melalui Kepercayaan Konsumen pada Produk Stuck Original. Diponegoro Journal of Management, 7(2), 139-149.

Puller, S. L., & Greening, L. A. (1999). Household adjustment to gasoline price change: an analysis using 9 years of US survey data. Energy economics, 21(1), 37-52. https://doi.org/10.1016/S0140-9883(98)00006-1

Pulukadang, M. W., Mananeke, L., & Roring, F. (2019). Pengaruh Brand Image Terhadap Keputusan Pembelian Produk Herbalife (Studi Kasus Pada Lima Nutrition Club Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(3).

Reven, D., & Ferdinand, A. T. (2017). Analisis Pengaruh Desain Produk, Kualitas Produk, Harga Kompetitif, dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Pelanggan Nesty Collection Jakarta). Diponegoro Journal of Management, 6(3), 152-164.

Rizki, A. G., Hidayat, K., & Rahma Devita, L. D. (2019). Pengaruh citra merek dan harga terhadap keputusan pembelian pada e-commerce Shopee Indonesia (Survei pada mahasiswa S1 fakultas Ilmu Administrasi Universitas Brawijaya angkatan 2015/2016 dan 2016/2017 yang membeli barang secara online di e-commerce). Jurnal Administrasi Bisnis, 72(2), 49-56.

Saing, S. M., Alam, S., & Maming, J. (2019). Pengaruh Strategi Pemasaran Dan Brand Image Terhadap Kepuasan Dan Keputusan Pembelian Produk “Kita” Perum Bulog Subdivre Makassar. Hasanuddin Journal of Management, 1(1), 1-8.

Santri, B., Wahab, Z., Widiyanti, M., & Shihab, M. S. (2014). Effect of Image and Brand Trust on Loyalty of Cement Baturaja Consumers. Growth, 60, 3-3.

Saraswati, A. R., & Rahyuda, I. K. (2017). Brand Image Memediasi Kualitas Produk dan Harga dengan Keputusan Pembelian Smartphone Apple di Kota Denpasar (Doctoral dissertation, Udayana University).

Soebakir, B. D., Lumanauw, B., & Roring, F. (2018). Pengaruh Brand, Harga dan Kualitas Pelayanan Terhadap Keputusan Pelanggan Membeli di Kedai Kopi Gudang Imaji Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(4).

Tirtaatmaja, D. I., Tampi, J. R., & Punuindoong, A. Y. (2019). Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Mobil Toyota Avanza Pada Pt. Hasjrat Abadi Tendean Manado. Jurnal Administrasi Bisnis (JAB), 9(1), 90-95.

Venessa, I. (2017). Pengaruh Citra Merek (Brand Image) Dan Harga Terhadap Keputusan Pembelian Konsumen (Survei Pada Mahasiswa Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang Tahun Angkatan 2013/2014 Dan 2014/2015 Pengguna Kartu Pra-Bayar Simpati) (Doctoral dissertation, Universitas Brawijaya).

Xia, L., Kukar-Kinney, M., & Monroe, K. B. (2010). Effects of consumers’ efforts on price and promotion fairness perceptions. Journal of Retailing, 86(1), 1-10. https://doi.org/10.1016/j.jretai.2009.10.003