Determinan Keputusan Pembelian Helm Di Kota Surabaya: Harga, Citra Merek, Gaya Hidup, Dan Kualitas Produk
DOI:
https://doi.org/10.59031/jmsc.v1i4.367Keywords:
Price, Brand image, Lifestyle, Product quality, Purchase decision, HelmetAbstract
This study aims to investigate the effect of price, brand image, lifestyle, andproduct quality on purchasing decisions for Cargloss helmets. The research method uses a quantitative approach with a questionnaire survey of 100 consumer respondents who buy Cargloss helmets. The results show that price, brand image, lifestyle, and product quality have a positive and significant effect on purchasing decisions. Overall, these factors simultaneously also have a positive and significant influence. Companies are advised to set competitive prices with market research to maintain the attractiveness of Cargloss. To build brand identity, companies can emphasise the speciality of Cargloss helmets in design, innovation and other added values. Promotion is also needed to associate Cargloss helmets with consumers' lifestyles. The company management should invest in quality control, quality raw materials, and adoption of latest technology in the production process.
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press.
Aaker, D. A., & Biel, L. A. (2009). Brand Equity and Advertising: Advertising Role In Building Strong Brand. Lawrence Erlbaum Associates, Inc.
Aisyah, N. & M. Z. Hamzah. (2022). Business Strategy for Clothing Outlets in the Era of The Covid-19 Pandemic, Journal of Marketing and Business Research, 2(2), 135-142.
Al Togar, M. H. & Y. R. Al Hakim. (2022). The Effect of Price Perception, Product Diversity, Service Quality and Store Image on Purchase Intention in Bread Products, Journal of Marketing and Business Research, 2(1), 35-46.
Amron, A., & Mahmud, M. (2017). Developing Marketing Strategy in Property Insurance Business. International Business Management, 11(1), 177-182.
Ansbacher, H. L. (1967). Lifestyle: A historical and systematic review. Journal of Individual Psychology, 23(2), 191-212.
Beneke, J., Flynn, R., Greig, T., & Mukaiwa, M. (2013). The influence of perceived product quality, relative price, and risk on customer value and willingness to buy: a study of private label merchandise. Journal of Product & Brand Management, 22(3), 218-228.
Chernev, A., & Carpenter, G. S. (2001). The Role of Market Efficiency Intuitions in Consumer Choice: A Case of Compensatory Inferences. Journal of Marketing Research, 38(August), 349–361.
Dernini et al. (2017). Med Diet 4.0: The Mediterranean diet with four sustainable benefits. Public Health Nutr, 20, 1322-1330.
Diallo, F. M., Chandon, J. L., Cliquet, G., & Philippe, J. (2013). Factors influencing consumer behaviour towards store brands: evidence from the French market. International Journal of Retail & Distribution Management, 41(6), 422-441.
Djazilan, M. S., & D. Darmawan. (2023). The Role of Halal Labelization, Price Perception, and Product Quality on the Purchase Decision of Instant Noodle from Korea. Journal of Marketing and Business Research, 3(1), 13-24.
Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes. Harcourt Brace Jovanovich college publishers.
Essardi, N. I., R. Mardikaningsih, & D. Darmawan. (2022). Service Quality, Product Diversity, Store Atmosphere, and Price Perception: Determinants of Purchase Decisions for Consumers at Jumbo Supermarket, Journal of Marketing and Business Research, 2(2), 95-104.
Gardi, B. & D. Darmawan. (2022). Study of Shopping Lifestyle, Sales Promotion and Impulsive Buying Behavior, Journal of Marketing and Business Research, 2(2), 125-134.
Garvin, D. A. (1987). Managing Quality. New York: The Free Press.
Giddens, A. (1991). Modernity and self-identity: self and society in the Modern Age. Stanford University Press.
Haubl, G., & Trifts, V. (2000). Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids. Marketing Science, 19(1), 4-21.
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. 7th Edition. Pearson Education. New York.
Hair, J. F., Celsi, M., Ortinau, D. J., & Bush, R. P. (2016). Essentials of Marketing Research. 4th edition. McGraw-Hill. New York.
Hee, O. C., Gan, J., Kowang, T. O., Rizal, A. M., & Fei, T. H. C. (2022). The Relationshipbetween Brand Awareness, Brand Loyalty, Advertisement and Customer Purchase Decision among Property Purchasers in Malaysia: A Conceptual Analysis. International Journal of Academic Research inBusiness and Social Sciences, 12(4), 187–194
Irfan, M. (2021). The Influence of Brand Image, Product Quality and Price on Decision to Buy Daihatsu Cars in Surabaya. Studi Ilmu Sosial Indonesia, 1(2), 13-22.
Irfan, M., & M. Hariani. (2022). The Influence of Product Quality, Promotion and Price on Helmet Purchase Decision. Journal of Marketing and Business Research, 2(2), 143-152.
Jahroni, J., & A. R. Putra. (2022). The Role of Product Quality, Price and Promotion Towards Telkomsel Prepaid Card Purchase Decisions. Journal of Science, Technology and Society, 3(1), 7-14.
Keller, K., Kotler, P., et al. (2009). Marketing. Pearson. Prentice Hall. England.
Kenning, P., Hartleb, V., & Schneider, H. (2011). An empirical multi-method investigation of price knowledge in food retailing. International Journal of Retail & Distribution Management, 39(5), 363–382.
Kotler, P., & Armstrong. (2016). Marketing Principles. Erlangga.
Kotler, P., & Keller, K. (2016). Marketing Management. Edisi 15. New Jersey: Pearson.
Kuo, H. C., & Nakhata, C. (2016). Price promotions and products with low consumer ratings, Journal of Consumer Marketing, 33(7), 483-491.
Khayru, R.K. & F. Issalillah. (2021). Study on Consumer Behavior and Purchase of Herbal Medicine Based on The Marketing Mix, Journal of Marketing and Business Research, 1(1), 1-14.
Khayru, R. K. & F. Issalillah. (2022). The Role of Brand Equity and Price on the Purchase Decision of Headache Medicine, Journal of Marketing and Business Research, 2(2), 115-124.
Lau, K. C., & Phau, I. (2007). "Extending symbolic brands using their personality: examining antecedents and implications towards brand image fit and brand dilution," Psychology and Marketing, 24(5), 423-440.
Lawson, R., & Bhagat, P. S. (2002). The Role of Price Knowledge in Consumer Product Knowledge Structures. Psychology & Marketing, 19(6), 551–568. https://doi.org/10.1002/mar.10024.
Lu, Long-yi Lin Ching-yuh, & Lin. (2011). The Influence of Corporate Image, Relationship Marketing, and Trust on Purchase Intention. Tourism Review, 65(3), 16-34.
Peter J. Paul & Oslon Jerry C. (2010). Consumer Behavior and Marketing Strategy 9th Ed. New York, USA: Mc Graw Hill.
Prihatna, D. D. Y. & M. Irfan. (2022). The Effect of Price Perception, Product Quality, and Brand Awareness on Buying Intention Jombang Blimbing Powder Coffee, Journal of Marketing and Business Research, 2(1), 59-70.
Rindell, A., Korkman, O., & Gummerus, J. (2011). The role of brand images in consumer practices: Uncovering embedded brand strength. Journal of Product and Brand Management, 20(6), 440-446.
Salem, H. M. (2018). Lip Traces in Forensic Science. Journal of Forensic Science and Medicine, 4(1), 63-66.
Schiffman, L., & Kanuk, L. (2007). Consumer Behavior, 9E. New Jersey: Auf.
Sebastianelli, R., & Tamimi, N. (2002). How product quality dimensions relate to defining quality. International Journal of Quality and Reliability Management, 19(4), 442-453.
Sinambela, E. A., S. Arifin, A. R. Putra, A. Rahman, & M. Faisal. (2022). The Influence of Lifestyle, Reference Groups, and Country of Origin on Repurchasing Intentions for Marlboro Cigarettes, Journal of Marketing and Business Research, 2(2),105-114.
Solomon, M.R. (2020). Consumer behavior: buying, having, and being. 13th ed. Pearson. Harlow.
Popp, B. & Woratschek, H. (2017). Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 3, 250-270.
Watson, A., Lecki, N.K., & Lebcir, M. (2015). Does size matter? An exploration of the role of body size on brand image perceptions. Journal of Product & Brand Management, 24(3), 252 – 262.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3, 58-62.
