The Effect of Brand Image and Product Quality on Consumer Purchase Interest in Vaseline Products for Students of the Management Department of FEB UNISMUH Makassar
DOI:
https://doi.org/10.26618/profitability.v8i1.14079Keywords:
Brand Image, Product Quality, Consumer Buying InterestAbstract
This study aims to: a) test the influence of brand image on consumer buying interest of Vaseline products in Management Department Students of FEB UNISMUH Makassar, b) test the effect of product quality on consumer buying interest of Vaseline products in Management Department Students of FEB UNISMUH Makassar. The population in this study is students majoring in Management, Faculty of Economics and Business, University of Muhammadiyah Makassar who buy and use Vaseline products. Because the population size is not yet known with certainty, Naresh K Malhotra's theory is used to determine the number of samples, which is as many as 105 respondents, but only 100 respondents can be analyzed.The type of data used in this study was descriptive quantitative obtained from questionnaires distributed to respondents. Based on the results of research using statistical calculations through the SPSS application version 25 regarding the influence of brand image and product quality on consumer buying interest, it shows that brand image has a positive and significant effect on consumer buying interest and product quality has a positive and significant effect on consumer buying interest.References
Budi Rahayu, T. (2017). Marketing Management. Denpasar: Faculty of Animal Husbandry, Udaya University.
Fauziah, N., & Aziz Mubarok, D. A. (2019). The Effect of Brand Image on Purchase Intention: Study on Beauty Products. Image: Journal of Management Research, 8(1), 37–44. https://doi.org/10.17509/image.v8i1.22686
Ferdinand, Augusty. (2006). Management Research Methods: Research Guidelines for Thesis, Thesis, and Dissertation. Semarang: CV. Indopront.
Halim, N. R., & Iskandar, D. A. (2019). The Effect of Product Quality, Price and Promotion Strategy on Purchase Intention. Journal of Science and Research…, 4(3), 415–424.
http://jurnalmahasiswa.stiesia.ac.id/in
dex.php/jirm/article/view/2605
Indah, D. R., Afalia, I., & Maulida, Z. (2020). The Influence of Brand Image, Product Quality and Price on Purchasing Decisions for Vaseline Hand and Body Lotion Products (Case Study on Ocean University Students). 11(28), 83–94. https://doi.org/10.33059/jseb.v11i1.1983
Irvanto, O., & Sujana, S. (2020). The Effect of Product Design, Product Knowledge, and Brand Awareness on Purchase Intention of Eiger Products. Scientific Journal of Unity Management,8(2), 105–126. https://doi.org/10.37641/jimkes.v8i2.331
Karundeng, N., Kalangi, J. A. F., & Walangitan, O. F. C. (2019). The Effect of Product Quality on Consumer Purchase Interest in Pia Deisy Home Industry, Kapitu Village, West Amurang District. Journal of Business Administration 8(2), 83. https://doi.org/10.35797/jab.8.2.2019.23566.83-90
Kotler, Armstrong, dkk. (2012). Principles of Marketing. Volume 1. Jakarta: Erlangga.
Kotler, Philip dan Keller, L. Kevin. (2003).
Strategic Brand Manajemen. Second
Edition. Prentice Hall.
Misnanto, R., & Istiyanto, B. (2021). The Effect of Price, Product Quality, and Celebrity Endorser on Purchase Intention of Scarlett Whitening Products (Case Study on Women in Surakarta). Journal of Ekobis Dewantara, 4 (2), 78-88.
Mullins, Orville, Larreche, and Boys. (2005). Marketing Manajement A Stategic, Decision Marking Approach. New York City: Edition Penerbit Mc Graw-Hill.
Rosa Indah, D., Afalia, I., & Maulida, Z. (2020). The Influence of Brand Image, Product Quality and Price on Purchasing Decisions for Vaseline Hand and Body Lotion Products (Case Study of Samudra University Students). Samudra Journal of Economics and Business, 11(1), 83–94. https://doi.org/10.33059/jseb.v11i1.1983
Sarjita. (2019). The effect of promotion, price and product quality on purchasing decisions. VI (2), 80-93.
Sugiyono. (2014). Research Methods Approach. Qualitative, and R&D. Bandung: Alfabeta.
Noverita, W. &, & Singgih, S. (2019). The Effect of Price, Brand Image and Quality on Purchase Intention of Private Label Products. Dewantara Journal of Management & Business Research 84 (10), 1511-1518.
https://doi.org/10.1134/s0320972519
Zulviani, M., Akramiah, N., & Mufidah, E. (2019). The Effect of Brand Image and Price on Purchase Intention of Bag Products "Sophie Martin Paris." EMA Journal, 4(1), 1-13. https://doi.org/10.47335/ema.v4i1.33
Downloads
Published
Issue
Section
License
Authors who publish with Jurnal Ilmu Manajemen Profitability agree to the following terms:
Copyright of the articles remains with the authors.
Authors grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). This license allows others to:
Share (copy and redistribute the material in any medium or format)
Adapt (remix, transform, and build upon the material)
as long as they give appropriate credit to the original author(s) and source, provide a link to the license, and indicate if changes were made. Non-commercial use only.
Authors are permitted to:
Distribute their published work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
Enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to a class website or institutional archive).
For permissions to use the content published in this journal beyond the scope of the license (e.g., commercial purposes), please contact the editorial office via the journal email.
License Details:
This journal is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).
