PENGARUH DIFFERENSIASI PRODUK dan HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI PENDEKATAN PARTIAL LEAST SQUARE SEM SMARTPLS

Ahmad Saepul Anwar, Dodi Siswanto Siswanto

Abstract


The purpose of this study aims to examine and analyze the influence between product differentiation and price on consumers Waroeng SS branch of Jatinangor.Population in this research is consumer Waroeng SS branch of Jatinangor  with the total sample of 100 respondents. Data analysis method used is descriptive and verifikatif method with quantitative approach. The instrument test is done by validity test and reliability test. The analytical technique used is path analysis, used to show relationships that show how much influence a particular variable either direct or indirect influence on some other variables.  The result of this study shows that partially and simultaneously of the product differentiation and price has a positive and significant effect on purchase decision. The partially of purchase decision influenced by product differentiation is 26,7%, and influenced by price is 25,75%. The amount of total influence by product differentiation and price on purchase decision is indicated by the magnitude of the coefficient of determination r2=0,518 or 51,80%, and influenced beyond the other variables is 48,20%. The conclusion of this study is product differentiation and price have positive and significant influence to purchasing decision, with the most dominant variable is product differentiation as variable that affected purchase decision at Waroeng SS branch of Jatinangor.

The purpose of this study aims to examine and analyze the influence between product differentiation and price on consumers Waroeng SS branch of Jatinangor.Population in this research is consumer Waroeng SS branch of Jatinangor  with the total sample of 100 respondents. Data analysis method used is descriptive and verifikatif method with quantitative approach. The instrument test is done by validity test and reliability test. The analytical technique used is path analysis, used to show relationships that show how much influence a particular variable either direct or indirect influence on some other variables.  The result of this study shows that partially and simultaneously of the product differentiation and price has a positive and significant effect on purchase decision. The partially of purchase decision influenced by product differentiation is 26,7%, and influenced by price is 25,75%. The amount of total influence by product differentiation and price on purchase decision is indicated by the magnitude of the coefficient of determination r2=0,518 or 51,80%, and influenced beyond the other variables is 48,20%. The conclusion of this study is product differentiation and price have positive and significant influence to purchasing decision, with the most dominant variable is product differentiation as variable that affected purchase decision at Waroeng SS branch of Jatinangor.


Full Text:

PDF

References


Andi Janna Purwanti (2014). Pengaruh Diferensiasi Produk dan Promosi Penjualan Terhadap keputusan Pembelian konsumen mobil Honda di PT Makassar Indah Motor.

Fandy Tjiptono & Anastasia Diana. 2016. Pemasaran Esesi dan Aplikasi, Andi Offset, Yogyakarta.

Harwindra Yoga Prasetya dan Adi Nurmadhi (2015),jurnal 1-9. Pengaruh Kegiatan Pemasaran Digital dan Perilaku Online Konsumen Pada Peningkatan Kesadaran Konsumen dan Dampaknya Terhadap Keputusan Pembelian Via Website (Studi Kasus Pada E-Commerce Website PT. Campina Ice Cream Industry).

Hasibuan, Malayu S.P, 2011. Manajemen Sumber Daya Manusia. Jakarta: PT Bumi Askara.

Imamul Arifin,Giana Hadi W.2009. Membuka Cakrawala Ekonomi. PT.Setia Purna Inves. Jakarta.

Kotler Philip dkk, 2012, Manajemen Pemasaran Perspektif Asia, Buku Dua, Edisi Pertama, Andy, Yogyakarta.

Kotler Philip, Amstrong Gary. 2013. Prinsip-prinsip Pemasaran, Edisi ke-12. Penerbit Erlangga.

Kotler, Amstrong. 2016. Prinsip-prinsip Pemasaran, Edisi 13 Jilid 1. Jakarta: Erlangga.

Kotler, Keller. 2016. Marketing Management Global Edition. Pearson Education.

Kotler, Philip and Armstrong, Gary. 2012. Principles of Marketing. New Jersey : Prentice-Hall, Inc.

Kotler, Philip dan Gary Amstrong, 2006, Prinsip-Prinsip Pemasaran, Jilid 1, Edisi 12, Terjemahan: Bob Sabran, M.M, Jakarta: Erlangga.

Kotler, Philip. 2008. Manajemen Pemasaran, Edisi 12 Jilid 2. Jakarta: Indeks

Kotler, Phillip and Keller, Kevin Lane. 2012. Marketing Management (14th Edition). New Jersey: Pearson Education, Inc.

Moestopo Budi Harsono. (2008). Pengaruh diferensiasi produk, dan saluran distribusi kepada konsumen untuk membeli keputusan susu “Anlene” di PT. Carrefour Permata Hijau, Kebayoran Lama, Jakarta Selatan Fakultas Ilmu Sosial dan Ilmu Politik Universitas vol.7 no.1

Monica Ngilu, Alte J Tumbel, Woran Djelmy (2019). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus Geprek Bensu Manado)Jurnal FEB Universitas Sam Ratulangi Vol.7 (3), 2691-2700’

Ong, Ian Antonius dan Sugiono Sugiharto. 2013. “Analisis Pengaruh Strategi Diferensiasi, Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Pelanggan Di Cincau Station Surabaya”Jurnal Manajemen Pemasaran Vol.1 No. 2

Raharjo, Novie. 2007. Analisis Pengaruh Variabel-Variabel Yang Berkaitan Dengan Strategi Diferensiasi Terhadap Kinerja Pasar Dalam Memenangkan Keunggulan Bersaing. Jurnal Sains Pemasaran Indonesia

Sudaryono. 2018. Manajemen Pemasaran Teori dan Implementasi. Edisi Ke-1. Yogyakarta: Andi.

Sudaryono. 2018. Manajemen Pemasaran Teori dan Implementasi. Edisi Ke-1. Yogyakarta: Andi.

Sugiyono, (2011:108). Metode penelitian kuantitatif kualitatif dan R&D Alfabeta.

Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Sugiyono. 2017. Metode Penelitian Kuantitatif Kualitatif dan R&D. Cetakan Ke-25. Bandung: Alfabeta.

Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Tjiptono, Fandy dan Anastasia Diana. 2015. Pemasaran Esensi&Aplikasi. Yogyakarta: Andi.

Tjiptono, Fandy dan Gregorius Chandra. 2012. Pemasaran Strategik. Yogyakarta: Andi.

Tjiptono, Fandy. 2011. Pemasaran Jasa. Malang: Bayumedia.

Tjiptono, Ferry dan Gregorius Chandra. 2017. Pemasaran Strategik. Edisi Ke3. Yogyakarta: C.V. Andi Offset.

Turyandi, Itto. 2014. Metodologi Penelitian. Bandung: Alfabeta.

Turyandi, Itto. 2019. Metode Penelitian. Bandung: Alfabeta.

Waroeng SS, Profil dan sejarah https://www.waroengss.com/history/waroengss-story (diakses pada tanggal 25 Februari 2020).

Waroeng SS, Visi dan Misi https://www.waroengss.com/article/mission (diakses pada tanggal 25 Februari 2020)




DOI: https://doi.org/10.53675/karismapro.v2i2.108

Article Metrics

Abstract view : 195 times
PDF - 177 times

Refbacks

  • There are currently no refbacks.


KarismaPro : Jurnal Manajemen | e-issn: 2775-0647

Indexed