PENGARUH HARGA, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KOBAR JAYA FURNITURE

Abstrak

Penelitian ini bertujuan untuk menganalisis dampak harga, kualitas produk, dan citra merek terhadap keputusan pembelian konsumen di Kobar Jaya Furniture. Penelitian ini termasuk dalam kategori penelitian penjelasan (explanatory research). Untuk menentukan jumlah responden, digunakan teknik sampling yaitu Accidental Sampling, yang memilih responden secara spontan berdasarkan kebetulan, yaitu siapa saja yang tidak disengaja bertemu demngan peneliti dan memenuhi kriteria sebagai konsumen Kobar Jaya Furniture di Kabupaten Kotawaringin Barat, dengan total 100 responden. Analisis data dilakukan dengan menggunakan analisis statistik deskriptif dan persentase, serta analisis kuantitatif melalui SEM-PLS. Hasil penelitian menunjukkan bahwa harga, kualitas produk, dan citra merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Secara khusus, harga berpengaruh kuat pada keputusan pembelian melalui nilai yang dirasakan dan keterjangkauan harga. Kualitas produk mempengaruhi keputusan pembelian melalui atribut seperti ketahanan dan kehandalan. Selain itu, citra merek juga menunjukkan pengaruh signifikan terhadap keputusan pembelian, dengan kesukaan asosiasi merek dan keunikan asosiasi merek memainkan peran kunci.

This study aims to analyze the impact of price, product quality, and brand image on consumer purchase decisions at Kobar Jaya Furniture. This research falls under the category of explanatory research. To determine the number of respondents, Accidental Sampling was used, a technique that selects respondents spontaneously based on chance, i.e., anyone who happens to meet the researcher and fits the criteria as a consumer of Kobar Jaya Furniture in Kotawaringin Barat Regency, totaling 100 respondents. Data analysis was conducted using descriptive statistical analysis and percentages, as well as quantitative analysis through SEM-PLS. The results show that price, product quality, and brand image have a positive and significant impact on purchase decisions. Specifically, price influences purchase decisions notably through perceived value and price affordability. Product quality plays a crucial role in affecting purchase decisions through attributes such as durability and reliability. Additionally, brand image shows a significant impact on purchase decisions, with brand association favorability and uniqueness being key factors.