Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada KASKUS)

Tampubolo, Bantu and Purba, Martin (2015): Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada KASKUS). Published in: Jurnal Konsep Bisnis dan Manajemen , Vol. Vol. 2, No. No. 1 (1 November 2015): pp. 21-35.

Abstract

Economic development of the traditional economy to the new economy gives a series of entirely new capabilities into the hands of consumers and businesses. The new economy is based on the digital revolution and information systems, thus making consumers and businesses have an alternative that is not owned in the old economy. One of them is the ability of businesses to operate new sales channels and the information that can improve geographical coverage in informing and distributes its products to consumers. The new economy led to the emergence of selling products online. In this study see how the influence of the brand image of KASKUS as online sales site and also the quality of the services offered by KASKUS to consumers who use their sites to shop in influencing consumer purchasing decisions by consumers to buy them. Sampling was done snowball sampling method and according to some certain kriteris thus obtained 55 samples. The research showed that the brand image and service quality has positive influence on buying interest but did not significantly influence the quality of service life being relationship of brand image, quality of service and buying interest and a significant positive effect partially on consumer purchasing decisions.

• Item Type: MPRA Paper
• English Title: Influence of Brand Image And Quality Service Through the Buying Decision Against Interests Buy (Case Study On KASKUS)
• Language: Indonesian
• Keywords: Brand Image, Quality of Service, Interests Buy, Purchase Decision, KASKUS.
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising

References

Jaya, Dicky Candra. 2012. Peran Kepercayaan Dalam Perilaku Pelanggan Untuk Meningkatkan Penjualan Secara Online. Jurnal universitas katolik widya mandala Surabaya. Vol 1, no. 4 pp. Kotler, Philip. 2000. Manajemen Pemasaran di Indonesia. Buku Satu. Jakarta: Salemba Empat. Mahendrayasa, Andhanu Catur et all. 2014. Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Mahasiswa Pengguna Kartu Seluler GSM “IM3” Angkatan 2011/2012 dan 2012/2013 Fakultas Ilmu Administrasi Universitas Brawijaya Malang). Jurnal Administrasi Bisnis. Vol 12. No 1. Juli. Pp 1-7. Rahma, Eva Sheilla. 2007. Analisis Pengaruh Kualitas Layanan dan Citra Merek Terhadap Minat Beli dan Dampaknya Pada Keputusan Pembelian. Tesis. Universitas Diponegoro. Racolta-Paina, Nicoleta-Dorina and Luca, Theodora Alexandra. 2011. Nowadays Online Consumer’s Rights And Interests Case Study- The Romanian Educated Online Young Consumer. Management and Marketing Challenges For The Knowledge Society. Vol 6. No 2. Pp: 255-272. Suwarni. 2011. Pengaruh Kualitas Produk dan Harga terhadap Loyalitas. Jurnal Ekonomi Bisnis, (16)1, pp:76-84. Supramono, dan Haryanto, Jony Octavian. 2003. Desain Proposal Penelitian : Studi Pemasaran. Yogyakarta: Andi. Widhianti, Weni. 2011. “Faktor-Faktor Yang Mempengaruhi Keinginan Membeli Konsumen Pada Toko Pakaian Online (Studi Pada Konsumen Kota Depok)”, Tesis, Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Indonesia. www.iternetworldstatus.com Diakses Pada Januari 2015 www.wikipedia.com Diakses Pada Februari 2015 www.pewinternet.org/2000/08/20/trust-and-privacy-online/ diakses pada januari 2015 www.alexa.com/topsites/countries/ID diakses pada januari 2015 Wijaya, Petra Surya Mega dan Teguh, Christina. 2012. Faktor-faktor yang mempengaruhi minat beli di online shop specialis guess. JRMB, vol. 7, no.2. desember. Pp; 147-160.