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J. Kuleh
Fakultas Ekonomi Universitas Mulawarman
Economics, Econometrics & Finance Other

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Pengaruh harga, kualitas produk dan citra merek (brand image) terhadap keputusan pembelian mobil toyota kijang innova di samarinda Irmalisa, Irmalisa; Suharno, Suharno; Kuleh, J.
JURNAL MANAJEMEN Vol 8, No 1 (2016)
Publisher : Faculty of Economics and Business Mulawarman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (700.466 KB) | DOI: 10.29264/jmmn.v8i1.1184

Abstract

The purpose of this research was to analyze the factors that have influences toward consumers in the making of purchasing decision. The independent variables of this research consist of Price (X1), Product Quality (X2) and Brand Image (X3). The dependent variable is the car purchasing decisions of Toyota Kijang Innova in Samarinda. The sample used in this research consist of 50 respondents that chosen by Accidential Sampling technique.This research employs multiple regressions. The result of multiple regression is as follows Y = 0,240 + 0,128X1 + 0,331X2 + 0,486X3. Based on the F test and t test, the results obtained that the variable price, product quality and brand image has a positive and significant impacton purchasing decisions. In this research obtained the coefficient of determination (R2) as big as 0,797 which means that the model coefficient of determination is good. This indicates that 79,70% of consumer car purchasing decisions of Toyota Kijang Innova in Samarinda influenced by the variation of the three independent variables are the price, product quality and brand image. While the remaining 20,30% is influenced by other variables that not investigated.Keyword: Price, Product Quality, Brand Image, Purchasing Decisions
Perbandingan brand equity produk sabun pembersih wajah merek ponds dengan biore pada mahasiswa fakultas keguruan dan ilmu pendidikan universitas mulawarman samarinda Christian, Ari K.; Kuleh, J.; ZA, Saida Zainurossalamia
JURNAL MANAJEMEN Vol 8, No 2 (2016)
Publisher : Faculty of Economics and Business Mulawarman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (434.223 KB) | DOI: 10.29264/jmmn.v8i2.1196

Abstract

This research aim to know the comparison of brand equity between facial wash product brand ponds with biore. Data analysistechniqueused isdifferent fromthe meantestwithpairedsamples. Based on the result of the study, it was found that difference between facial wash brand ponds with biore. Of the four indicators that make up the brand equity, ponds is superior to the biore. Additionaly the Biore expected to increase four indicator shaper brand equity in order to become a top brand of facial wash product.Keyword: Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty.
Co-Authors Ali Djamhuri Ardiyanto, Methodius Asnawati Asnawati Christian, Ari K. Irmalisa, Irmalisa ZA, Saida Zainurossalamia