Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Mie Gaga pada Pengguna Instagram JABODETABEK
DOI:
https://doi.org/10.56910/gemilang.v5i2.2001Keywords:
Brand Image, Product Quality, Purchasing DecisionsAbstract
Changes in people's lifestyles in the era of globalization demand that everything becomes fast and practical, including in fulfilling food needs. This has led to significant growth in the fast food industry, including instant noodle products. This study aims to analyze the influence of brand image and product quality on the purchasing decisions of Mie Gaga products among Instagram users in the Jabodetabek area. This research is motivated by the differing results of previous studies regarding the influence of brand image and product quality on purchasing decisions. The method used is quantitative with a survey approach, utilizing online questionnaires distributed via Google Forms. The sample in this study consisted of 80 respondents, determined based on the formula by Hair et al. (2010). Data analysis techniques include Classical Assumption Tests such as Autocorrelation Test, Multicollinearity Test, Normality Test, and Heteroscedasticity Test, as well as Multiple Linear Regression analysis using SPSS version 22. The results of this study are expected to provide a deeper understanding of the factors influencing purchasing decisions of Mie Gaga products, particularly through the Instagram social media platform.
Keywords: , Brand ImGE, Purchasing Decisions
References
Amilia, A. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian (Studi Kasus pada Produk Minuman Teh Botol Sosro). Jurnal Ilmiah Manajemen, 5(2), 100–110.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Prentice Hall.
Herawa, L., Kesehatan Lingkungan Politeknik Kesehatan Kemenkes Yogyakarta, J., & Hadi Kadarusno, A. (n.d.). MENGGUNAKAN SPSS EDISI I.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.
Melisa. (2020). Statistik untuk Penelitian Sosial Menggunakan SPSS. Jakarta: Salemba Empat.
Miftahul Janna, N., & Pembimbing, D. (n.d.). KONSEP UJI VALIDITAS DAN RELIABILITAS DENGAN MENGGUNAKAN SPSS.
Nasution, M. I., & Rangkuti, F. (2020). Strategi Merek: Membangun dan Mengelola Ekuitas Merek. Jakarta: Gramedia.
Pangestika, A., Fitriani, R., & Nugroho, A. (2021). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Produk Elektronik. Jurnal Ekonomi dan Bisnis, 10(1), 45–52.
Priansa, D. J. (2017). Perilaku konsumen dalam persaingan bisnis kontemporer.
Reven, L. M., Nurjanah, S., & Hutagalung, H. (2017). Pengaruh Brand Image terhadap Keputusan Pembelian Produk Kosmetik. Jurnal Manajemen Indonesia, 17(3), 190–200.
Satdiah, S., Fatimah, S., & Ramadhan, A. (2023). Kualitas Produk dan Kepuasan Konsumen. Jurnal Manajemen dan Bisnis, 8(1), 56–65.
Schiffman, L., & Kanuk, L. L. (2008). Perilaku konsumen edisi 7. Jakarta: Indeks.
Sinuhaji, E., Tinggi, S., Manajemen, I., & Medan, S. (2014). Pengaruh Kepribadian, Kemampuan Kerja dan Motivasi Kerja terhadap Kinerja SDM Outsourcing pada PT. Catur Karya Sentosa Medan (Vol. 1, Issue 1).
Sriwardiningsih, E., Angelia, L., & Aulia, L. (2006). Pengaruh Perilaku Pembelian Mahasiswa terhadap Keputusan Pembelian Komputer Notebook di Lingkungan Mahasiswa Bina Nusantara International. The Winners, 7(1), 14–25.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Alfabeta, CV. Tjiptono, F. (2014). Pemasaran Jasa Prinsip. Penerapan, dan Penelitian, Andi Offset,Yogyakarta.
Viana, R. D., Lestari, D., & Permana, T. (2022). Analisis Pengaruh Kualitas Produk terhadap Keputusan Pembelian pada Konsumen Generasi Milenial. Jurnal Ekonomi dan Inovasi, 9(2), 67–73.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 GEMILANG: Jurnal Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
