Is Brand Image Overrated? A Case Study of New Balance Consumer Behavior in Pekanbaru, Indonesia
DOI:
https://doi.org/10.31004/riggs.v4i3.2273Keywords:
Brand image, Product quality, Price, Purchase decisionAbstract
This study aimed to determine the influence of brand image, product quality, and price on purchasing decisions for New Balance shoes in Pekanbaru. The population in this study consisted of all Pekanbaru residents who used New Balance shoes. The sample size in this study was determined using the purposive sampling technique, in which all New Balance shoe users were included in the sample, resulting in a total of 105 respondents. The data analysis method used in this research was multiple linear regression analysis, processed using SPSS version 31. The results show that brand image has no significant influence on purchasing decisions. Product quality significantly influences purchasing decisions. Price significantly influences purchasing decisions. Brand image, product quality, and price significantly influence purchasing decisions.
Downloads
References
Ahmad Juhaldi. (2022). Pemasaran Jasa Pendidikan Teori Dan Praktik, Aswaja Pressindo.
Ahmad, R., & Ahmad, M. (2023). Impacto de la calidad del producto en la satisfacción del cliente: Evidencia de bienes de consumo duraderos seleccionados. Revista Internacional de Tendencias de Investigación e Innovación, 8(4), 1014–1024. Retrieved from https://www.ijrti.org/papers/IJRTI2304166.pdf
Alfiah, A., Suhendar, A., & Yusuf, M. (2023). Pengaruh Kualitas Produk, Citra Merek dan Harga terhadap Keputusan Pembelian Vinyl Flooring Merek Taco di CV Indosanjaya Kota Bandung. SEIKO : Journal of Management & Business, 6(1), 492–503. https://doi.org/10.37531/sejaman.v6i1.3926
Anggraeni, A. R., & Soliha, E. . (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6(3), 96. https://doi.org/10.21111/tijarah.v6i3.5612
Anggraini, N., Barkah, Q., & Hartini, T. (2020). Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang. Jurnal Neraca: Jurnal Pendidikan Dan Ilmu Ekonomi Akuntansi, 4(1), 26. https://doi.org/10.31851/neraca.v4i1.4176
Della Irona, V., Triyani, M., Fakultas, M., & Management, M. (2022). Faktor-faktor yang mempengaruhi perilaku konsumen: kualitas produk, harga dan promosi (literature review smm) Corresponding author: Vitra Della Irona. Jurnal Ilmu Multidisiplin, 1(1), 174–185.
Dicki Agusani, S. A. (2020). Pengaruh Harga, Citra Merek, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Produk Sepatu Skecers di Tunjungan Plaza Kota Surabaya. Jurnal Ilmu Dan Riset Manajemen, 8, 1–18.
Kato, T. (2021). Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features. Journal of Marketing Analytics, 9(3), 185–198. https://doi.org/10.1057/s41270-021-00115-w
Kusmayati, N. K., & Reza Adiyanto, M. (2020). Pengaruh Kualitas Produk Dan Harga Terhadap Tingkat Penjualan. Accounting and Management Journal, 4(1), 645–656. https://doi.org/10.33086/amj.v4i1.1523
Maupa, H. (2019). Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Sepatu Converse di Makassar. JBMI (Jurnal Bisnis, Manajemen, Dan Informatika), 16(2), 135–168. https://doi.org/10.26487/jbmi.v16i2.7400
Ngatno. (2018). Buku Manajemen Pemasaran Baru.pdf. EF Press Digimedia.
Prabowo, R. E., Indriyaningrum, K., & Setyani, A. D. (2020). Pengaruh Citra Merek, Persepsi Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Olah Raga Merek Adidas (Studi di Kota Semarang). Solusi, 18(4). https://doi.org/10.26623/slsi.v18i4.2846
Pratama, G. H., & Prabowo, R. E. (2023). Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek terhadap Keputusan Pembelian Sepatu. Jurnal Mirai Management, 8(2), 160–170.
Putra, J. C., & Talumantak, R. (2022). Pengaruh Kualitas Produk , Persepsi Harga Dan Citra Kenangan Kota Kasablanka. Jurnal Ilmiah Nasional, 4(3), 26–39.
Riansyah, P. E., & Sundari, E. (2024). The Role of Product Quality, Brand Image, and Promotion on Purchasing Decisions of Best Meat in Pekanbaru. Jurnal Manajemen Bisnis, 11(1), 466–477. https://doi.org/10.33096/jmb.v11i1.746
Subaebasni, S., Risnawaty, H., Arie Wicaksono, A., Albadriyah Widsata, P., Straitliner Express, P., & APP Jakarta Kemenperin, P. (2019). International Review of Management and Marketing Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta. International Review of Management and Marketing, 9(1), 90–97. Retrieved from http:www.econjournals.comDOI:https://doi.org/10.32479/irmm.7440
Sunstrum, F. N., Demirbilek, O., Gardner, N., Viengkham, C., & Spehar, B. (2024). Revealing the synergy between formal aesthetics and product semantics: Exploring the impact of visual form on product perception. International Journal of Industrial Ergonomics, 101(May). https://doi.org/10.1016/j.ergon.2024.103593
Widiatmoko, D. P., Karyatun, S., & Digdowiseiso, K. (2023). Influence Quality Product, Image Brand, and Promotion Regarding The Decision to Purchase Nike Shoes in Jakarta East. Jurnal Syntax Admiration, 4(4), 679–688. https://doi.org/10.46799/jsa.v4i2.867
Yeni, Y., Hildayanti, S. K., & Ulum, M. B. (2023). Pengaruh Kualitas Produk Dan Kesesuaian Harga Terhadap Keputusan Pembelian Produk Kosmetik Emina. Jurnal Manajemen, 11(2), 174–181. https://doi.org/10.36546/jm.v11i2.907
Yohana Dian Puspita, & Ginanjar Rahmawan. (2021). Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Garnier. Jurnal Sinar Manajemen, 8(2), 98–104. https://doi.org/10.56338/jsm.v8i2.1644
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Eko Saputra, Aida Nursanti, Prima Andreas Siregar, Henni Noviasari
This work is licensed under a Creative Commons Attribution 4.0 International License.
