Analysis of the Influence of Brand Image, Price, and Digital Marketing on Purchasing Decisions in Tea Break Consumer
Keywords:
Brand Image, Price, Digital Marketing, Purchasing Decisions
Abstract
The purpose of this research is to understand the extent of the impact of brand image, price and digital marketing on purchasing decisions for Tea Break customers. This research was carried out using quantitative research methods which can be interpreted as methods used to research certain populations or samples, collecting data using techniques such as observation, interviews, questionnaires, along with literature and literature reviews to test the hypotheses that have been established. The sample in this research was 168 Tea Break consumers. The sampling technique is accidental sampling. The results of this research show that brand image and digital marketing influence purchasing decisions, while price does not influence Tea Break purchasing decisions.
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References
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Hasibuan, Malayu S. P. 2017. Manajemen Dasar Pengertian Dan Masalah. Edisi 14. Jakarta: Bumi Aksara.
Irfan Burhanuddin., (2023). Meningkatkan Innovation Performance Melalui Knowledge Donating dan Self-Efficacy. Universitas Islam Sultan Agung (Indonesia).
Lombok., & Samadi., (2022). Pengaruh Brand Image, Brand Trust dan Digital Marketing Terhadap Keputusan Pembelian Konsumen Produk emina (Studi Kasus pada Mahasiswa Universitas Sam Ratulangi). Jurnal Emba : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi.
Sutrisno, Edy. 2017. Manajemen Sumber Daya Manusia. Jakarta: Kencana Prenada Media Group.
Lustika., Yuningsih., Novianto., Afika., & Helmi., (2021). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Mahasiswi UIN Raden Intan Lampung). Jurnal Manajemen DIVERSIFIKASI.
Susanto., & Nursamsu., (2020) Pengaruh Bauran Pemasaran dan Citra Destinasi Terhadap Minat Berkunjung Kembali di Desa Wisata Selo Park Nganjuk. Jurnal Riset Entrepreneurship.
Amalia Nur., (2019). Pengaru Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Mie Endess di Bangkalan). Jurnal Studi Manajamen dan Bisnis (JSMB), Vol. 6 (2), 96-104.
Rahayu Oktania, V., (2023). Pengaruh Citra Merek, Social Media Marketing, dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen Es Teh Indonesia Cabang Tulungagung. Jurnal Kontemporer Akuntansi : Vol. 2, No. 2.
Benowati, Silvia Gustina, and Tiurniari Purba. (2020) "Pengaruh citra merek dan electronic word of mouth terhadap minat beli kosmetik Wardah di kota Batam." Jurnal Ilmiah Ekonomi Dan Bisnis Triangle 1.2 356-370.
Sulibhavi., Shivashankar., Lakshminarayana., & Angadi Veena., (2022). An Exploration of Brand Recall and Recognition and its effect on Customers Loyalty for Private Label Brands in Karnataka. International Journal of Mechanical Enginerring, Vol. 7.
Nurhayati,. (2017). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Handphone Samsung Di Yogyakarta. Jurnal Bisnis, Manajemen, Dan Akuntansi, 4(2).
Schiffman, L. G. & Kanuk, L., L. 2018. Perilaku Konsumen, Edisi 7. Alih Bahasa: Zoelkifli. Jakarta: Indeks.
Kamilah, G., & Wahyuati, A. (2017). Pengaruh labelisasi halal dan brand image terhadap keputusan pembelian melalui minat beli. Jurnal Ilmu dan Riset Manajemen (JIRM), 6(2).
Arikunto, Suharsimi. 2016. Manajemen Penelitian. Cetakan XI. Jakarta: Penerbit Rineka Cipta.
Tjiptono, F. (2015). Kewirausahaan, Kinerja Keuangan, dan Kelanggengan Bisnis. Jurnal Manajemen Indonesia, 15(1), 17-26.
Published
2024-02-27
How to Cite
Meriska, I., & Sukaris, S. (2024). Analysis of the Influence of Brand Image, Price, and Digital Marketing on Purchasing Decisions in Tea Break Consumer. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(1), 1636-1655. https://doi.org/10.31538/iijse.v7i1.4725
Section
Articles
Copyright (c) 2024 Idzza Hayu Meriska, Sukaris
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