THE EFFECT OF PRICES, BRAND IMAGES, AND AFTER SALES SERVICE REINFORCED BAR STEEL PRODUCTS ON CONSUMER PURCHASING DECISIONS OF PT. KRAKATAU WAJATAMA OSAKA STEEL MARKETING
DOI:
https://doi.org/10.31933/dijemss.v1i6.471Keywords:
Price, Brand Image, After Sales Service, Purchasing Decisions, Evaluation of PLS - SEM ModelAbstract
This research aims to determine the effect of Price, Brand Image and After Sales Service of Reinforcing Steel Products on Consumer Purchasing Decisions of PT. Krakatau Wajatama Osaka Steel Marketing. This research was conducted on 265 respondents PT. Krakatau Wajatama Osaka Steel Marketing spread all over Indonesia. The research data collection method uses a questionnaire with SEM (Structural Equation Modeling) data analysis which is described in the Application of Model Evaluation of PLS ??(Partial Least Square) - SEM. The results of this study indicate that the variable price has a positive and significant effect on Purchasing Decisions. Brand Image Variable has positive and significant effect on Purchasing Decisions. While the After Sales Service variable also has a positive and significant effect on Purchasing Decisions.
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Kotler, Philip dan Kevin Lane Keller. (2016). Marketing Managements. Erlangga. Jakarta.
Kotler, Philip dan Gary Armstrong. (2013). Prinsip-prinsip Pemasaran. Jilid 1 (Edisi 13). Jakarta.
Neupane, Ramesh. (2015). “The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK”. International Journal of Social Sciences and Management (IJSSM), Vol.2, No.1.
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Oladepo, Onigbinde Isaac dan Abimbola, Odunlami Samuel. 2015. The Influence of Brand Image and Promotional Mix on Consumer Buying Decision- A Study of Beverage Consumes In Lagos State, Nigeria. British Journal of Marketing Studies, Vol. 3, No. 4 Pp. 97-109, May 2015.
Kotler, Philip dan Kevin Lane Keller. (2012). Manajemen Pemasaran. Erlangga. Jakarta.
Kotler, Philip dan Kevin Lane Keller. (2016). Marketing Managements. Erlangga. Jakarta.
Kotler, Philip dan Gary Armstrong. (2013). Prinsip-prinsip Pemasaran. Jilid 1 (Edisi 13). Jakarta.
Alfred, Owusu. (2013). “Influences of Price and Quality On Consumer Purchase Of Mobile Phone In The Kumasi Metropolis In Ghana A Comparative Study”. European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.5, No.1, 2013.
Amanah, Dita. (2014). “Pengaruh Harga, Citra Merek, Dan After Sales Service (Layanan Purna Jual) Terhadap Keputusan Pembelian Konsumen Pada PT. Intraco Penta,Tbk Cabang Palembang”. Jurnal Quanomic Vol . II No. 01 - April 2014 | ISSN 2339-2037.
Ndu, OKO A E. (2013). “After-Sales Services and Consumers Perception of Quality : A Study of Refrigerator Users (Consumers) in South East Nigeria”. Business and Management Horizons ISSN 2326-0297 2013, Vol. 1, No. 2.
Evita, Nurul. (2017). “The Influence Of Brand Image Toward Purchasing Decision (Study Case At Bakso Boedjangan Burangrang Bandung In 2017)”. ISSN : 2442-5826 e-Proceeding of Applied Science : Vol.3, No.2 Agustus 2017 | Page 430
Vahdatmanesh, Mohammad dan Afshin. (2018). “Price Risk Management in BOT Railroad Construction Projects Using Financial Derivatives”. Journal of Financial Management of Property and Construction, Vol. 23 Issue: 3, pp.349-362
Krisna Hadi, Ryan. (2013). “Pengaruh Keungulan Produk Terhadap Minat Beli Konsumen Pada Produk Rangka Atap Baja Ringan TASO C75.75”. JURNAL SAINS PEMASARAN INDONESIA Volume XII, No. 3, Desember 2013, halaman 346 – 356
Jasmani. (2018). “Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Pada PT. Baja Mandiri Di Jakarta”. ISSN 2621 – 797X Jurnal Disrupsi Bisnis, Vol. 1, No. 1, Juli 2018 (113 - 134)
N Jena, Nitin Seth, (2016) "Factors influencing logistics cost and service quality: a survey within the Indian steel sector", Industrial and Commercial Training, Vol. 48 Issue: 4, pp.199-207
Yi?Min Chen, Yi?Fan Su, (2011) "Do country?of?manufacture and country?of?design matter to industrial brand equity?", Journal of Business & Industrial Marketing, Vol. 27 Issue: 1, pp.57-68
Kotler, Philip dan Waldemar Pfoertsch, (2007) "Being known or being one of many: the need for brand management for business?to?business (B2B) companies", Journal of Business & Industrial Marketing, Vol. 22 Issue: 6, pp.357-362
N. Ragothaman dan S. Vasantha, (2018). “Purchase Decision of Customers of Steel - Tamil Nadu”, International Journal of Supply Chain Management, Vol. 7 No. 5 October 2018
N. Ragothaman dan S. Vasantha, (2017). “Influence Of Market Stimuli On The Consumer Purchase Decision Of Steel”, Journal of Advanced Research in Dynamical and Control Systems Vol. 9. Sp– 14 / 2017
Mariana, Floricica, (2015). “Consumer Response to Product and Service Quality”, Procedia - Social and Behavioral Sciences 187 ( 2015 ) 526 – 531
M Shivalingegowda, (2013). “Consumer Attitude Towards After Sales Service”, IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 13, Issue 6 (Sep. - Oct. 2013), PP 14-20.
Peter, Paul J dan Olson Jerry C (2002). Consumer Behavior & Marketing Strategy: Perilaku Konsumen dan Strategy Pemasaran. Jakarta
Paramananda, N. (2018). “The Impact of Price Perception and Brand Image on Customer Satisfaction and Repurchase Intention”. International Journal of Economics, Commerce and Management, Vol.VI, No.10.
Kotler, Philip dan Kevin Lane Keller. (2012). Manajemen Pemasaran. Erlangga. Jakarta.
Kotler, Philip dan Kevin Lane Keller. (2016). Marketing Managements. Erlangga. Jakarta.
Kotler, Philip dan Gary Armstrong. (2013). Prinsip-prinsip Pemasaran. Jilid 1 (Edisi 13). Jakarta.
Neupane, Ramesh. (2015). “The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK”. International Journal of Social Sciences and Management (IJSSM), Vol.2, No.1.
Tee, Daniel Kasser; Alex Preko, dan Evans Tee. (2018). “Understanding the Relationships Between Service Quality, Customer Satisfaction and Loyalty: An Investigation of Ghana’s Retail Banking Sector”. British Journal of Marketing Studies, Vol.6, No.2.
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Published
2020-08-22
How to Cite
Sutiyono, R., & Baruna Hadibrata. (2020). THE EFFECT OF PRICES, BRAND IMAGES, AND AFTER SALES SERVICE REINFORCED BAR STEEL PRODUCTS ON CONSUMER PURCHASING DECISIONS OF PT. KRAKATAU WAJATAMA OSAKA STEEL MARKETING. Dinasti International Journal of Education Management And Social Science, 1(6), 947–967. https://doi.org/10.31933/dijemss.v1i6.471
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