Product Quality and Brand Image towards Customers' Satisfaction through Purchase Decision of Wardah Cosmetic Products in Surabaya

  • Ernesto Jose Tjahjono
  • Lena Ellitan
  • Yuliasti Ika Handayani
Abstract Views: 664 PDF Downloads: 725
Keywords: Product Quality, Brand Image, Purchase Decision, Customers' Satisfaction.

Abstract

This study aims to determine and examine the effect of product quality on purchasing
decisions, the influence of brand image on purchasing decisions, the influence of
purchasing decisions on customer satisfaction, the effect of product quality on
customer satisfaction through purchasing decisions, and the influence of brand image
on customer satisfaction through purchasing decisions. This research is in the form of
quantitative research, where the data obtained is primary data obtained through
distributing questionnaires to 120 respondents who have made purchases of Wardah
cosmetic products. The data obtained were then processed using the Smart PLS
software. The results showed that there was a positive and significant relationship
between product quality and brand image variables on purchasing decisions, which
means that good product quality and good brand image will create purchasing
decisions for consumers. Purchase decisions have a positive influence on customer
satisfaction. Product quality has a positive and significant effect on customer
satisfaction. Brand Image does not significantly influence customer satisfaction.
Product quality and brand image have a positive and significant effect on customer
satisfaction through purchasing decisions. This shows that consumers will be satisfied
with a product when consumers are satisfied with the purchasing decisions made on
the product.

Downloads

Download data is not yet available.

References

Aaker, David, A., dan Alexander, L. Biel. (2009). Brand equity and advertising:

advertising role in building strong brand. Lawrence Erlbaum Associates, Inc.,

Hillsdale.

Abdillah, W., dan Jogiyanto, H.M. (2009). Konsep dan aplikasi PLS (Partial Least

Square). Yogyakarta: BPFE.

Agmeka, Wathoni, dan Santoso (2019). The influence of discount framing towards

brand reputation and brand image on purchase intention and Actual Behaviour in

e-commerce. Procedia Computer Science, 161, 851-858.

Arvidsson, A., dan Caliandro, A. (2016). Brand public. Journal of Consumer

Research, 42 (5), 727-748.

Baruna H. B., Shilvana H., dan Hapzi A. (2017). The influence of quality products,

price, promotion, and location to product pur- chase decision on Nitchi at PT.

Jaya Swa- rasa Agung in Central Jakarta. Saudi Journal of Business and

Management Studies, 2(4), 433-445.

Chen, T., Drennan, J., Andrews, L., dan Hollebeek, L.D. (2018). User experience

sharing: understanding customer initiation of value co-creation in online

communities. European Journal of Marketing, 52 (5), 1154-1184.

Cheung, M.L., Pires, G. dan Rosenberger, P.J. III (2020). The influence of perceived

social media marketing elements on consumer brand engagement and brand

knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720.

Djatmiko, T. dan Pradana, R. (2016). Brand im- age and product price; its impact for

Samsung smartphone purchasing decision. Procedia Social and Behavioral

Sciences, 219, 221- 227.

Djumarno, Sjafar, O., dan Djamaluddin, S. (2017). The effect of brand image,

product quality, and relationship marketing on customer satisfaction and loyalty.

International Journal of Business Marketing and Management, 2(10), 2456–

Ernawati, D. (2019). Pengaruh kualitas produk, inovasi produk dan promosi terhadap

keputusan pembelian produk Hi Jack Sandals Bandung. Jurnal Wawasan

Manajemen, 7(1), 17-32.

Ghassani, M.T. dan S. Suryoko. (2017). Pengaruh kualitas produk dan harga terhadap

minat beli ulang Bandeng Juwana vaccum melalui kepuasan konsumen sebagai

variabel intervening (studi kasus pada pelanggan PT Bandeng Juwana El- rina

Semarang). Diponegoro Journal of Social and Political Science, 6(4), 1-8.

Ghozali, I. dan Fuad. (2005). Structural Equation Modeling: Teori, konsep dan

aplikasi dengan program Lisrel 8.54. Semarang: Universitas Diponegoro.

Gupron, G. (2020). Analisis kepuasan konsumen melalui e-service quality terhadap

keputusan pembelian daring di aplikasi BUKALAPAK.COM (studi pada maha-

siswa Universitas Batanghari Jambi). Jurnal Manajemen Pendidikan dan Ilmu

Sosial, 1(1), 337-348.

Hartono, A., dan Wahyono, W. (2015). Pengaruh citra merek dan kualitas terhadap

kepuasan konsumen melalui keputusan pembelian sebagai variabel intervening.

Management Analysis Journal, 4(2), 153-162.

Hofacker, C.F., dan Belanche, D. (2016). Eight social media challenges for marketing

managers. Spanish Journal of Marketing ESIC, 20 (2), 73-80.

Jogiyanto. (2009). Konsep dan aplikasi PLS untuk penelitian empiris. Yogyakarta:

Penerbit BPFE.

Kotler, P., and Amstrong, G, (2014), Principles of Marketing, 12th Edition,Jilid 1

Jakarta : Erlangga.

Kotler, P., and Keller, K.L. (2016). Manajemen pemasaran (edisi ke-12). Jakarta: PT

Indeks.

Kurniawati, T., Irawan, B., dan Prasodjo, A. (2019). Analisis pengaruh kualitas pela-

yanan, harga, dan brand image terhadap kepuasan konsumen restoran Pizza Hut

cabang Jember. e-Journal Ekonomi Bisnis dan Akuntansi, 6(2), 147-151.

Nikhashemi, S. R., Valaei, N., & Tarofder, A. K. (2017). Does Brand Personality and

Perceived Product Quality Play a Major Role in Mobile Phone Consumers’

Switching Behaviour?, Global Business Review, 18(3), 1-20.

Noor, F., dan Utari, W. (2020). Pengaruh kualitas produk, persepsi harga citra merek

ter- hadap keputusan pembelian serta dampaknya terhadap kepuasan konsumen

(studi pada konsumen produk PT. Salim Ivomas Pratama Kecamatan Bojonegoro

Kabupaten Bojoneogoro). Jurnal Mitra Manajemen, 4(4), 581-594.

Patmawati, N. S., dan Syarif, R. (2020). Pengaruh harga, citra merek dan kualitas

produk terhadap kepuasan konsumen Emina di mall Kota Kasablanka. IKRAITH

EKONOMIKA, 3(3), 73-83.

Putra, G.P., Z. Arifin dan Sunarti. (2017). Pengaruh kualitas produk terhadap

keputusan pembelian dan dampaknya terhadap kepuasan konsumen (survei pada

mahasiswa administrasi bisnis fakultas Ilmu Administrasi angkatan 2013 dan

Universitas Brawijaya yang melakukan pem- belian paket data kampus).

Jurnal Administrasi Bisnis, 48(1), 124-131.

Qomariah, N., dan Wibowo, Y. G. (2019). Pengaruh brand image, kepercayaan, dan

nilai pelanggan terhadap kepuasan pelanggan Herbalife. Jurnal Manajemen dan

Bisnis Indonesia, 5(2): 300-312.

Sari, M. R., dan Lestari, R. (2019). Pengaruh persepsi harga, kualitas pelayanan dan

kualitas produk terhadap kepuasan dan dampaknya pada minat pembelian ulang

konsumen kereta api kelas eksekutif Argo Parahyangan. Oikonomia: Jurnal

Manajemen, 15(1), 30-44.

Savitri, M. H., Suhariyono, S., dan Kusumawati,(2016). Pengaruh kualitas produk

hijau dan harga premium terhadap keputusan pembelian dan kepuasan konsumen

survei pada konsumen Tupperware di distributor resmi PT Adicitra Prima

Kencana Malang). Jurnal Administrasi Bisnis, 40(2): 7-16.

Schiffman, L. G., & Kanuk, L. L.(2010). Consumer behavior. United State of

America:Pearson Education.

Sekaran, U. & Bougie, R. (2016). Research methods for business a skill building

approarch (edisi ke-7). United Kingdom.

Sudarsono, A., Nelsi, M., dan Hasanudin. (2020). Pengaruh kualitas produk terhadap

pembelian Kewpie salad dressing pada PT. Kewpie Indonesia. Jurnal Ekonomi

Efektif, 3(1), 7-14.

Sudodo, Y., dan Hakim, L. (2019). Pengaruh gaya hidup, harga, dan kualitas produk

terhadap keputusan pembelian kosmetik Oriflame. Jurnal Manajemen dan

Bisnis, 2(1).

Sugiyono. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung:

Alfabeta.

Sutopo, T. W. (2017). Analisis pengaruh kualitas produk dan citra merek terhadap

loyalitas pelanggan melalui kepuasan pelang- gan sebagai variabel intervening

(studi pada pelanggan air minum dalam kemasan club di Semarang). Diponegoro

Journal of Management, 6(4), 1-15.

Tjiptono, F. (2015). Brand management & strategy. Yogyakarta: Andi.

Tjiptono, F. (2016). Service quality and satisfaction. Yogyakarta: Andi.

Tombeng, B., Roring, F., dan Rumokoy, F. S. (2019). Pengaruh kualitas pelayanan,

harga dan kualitas produk terhadap kepuasan konsumen pada rumah makan Raja

Oci Manado. Jurnal EMBA: Jurnal Riset Ekonomi Manajemen Bisnis dan

Akuntansi, 7(1), 891-900.

Venessa, I., dan Arifin, Z. (2017). Pengaruh citra merek (brand image) dan harga

terhadap keputusan pembelian konsumen. Jurnal Administrasi Bisnis, 51(1), 44–

Yesenia, Y., dan Siregar, E. H. (2014). Pengaruh kualitas layanan dan produk

terhadap kepuasan serta loyalitas pelanggan KFC di Tangerang Selatan. Jurnal

Manajemen dan Organisasi, 5(3), 183-199.

Published
2021-03-24