Pengaruh Harga, Citra Merek, Gaya Hidup dan Co-Branding terhadap Keputusan Pembelian Produk Jims Honey di Daerah Istimewa Yogyakarta
Abstract views: 314
,
PDF (Bahasa Indonesia) downloads: 501
Abstract
Jims Honey products are known as an exclusive fashion brand, but when compared to other brands, Jims Honey products have a more affordable price range and are more popular. In the Special Region of Yogyakarta, this study intends to examine how factors including pricing, brand image, lifestyle, and co-branding impact Jims Honey product purchases. The major source of data for this descriptive study is a survey of research participants. Quantitative methods are also employed. One hundred people from the Special Region of Yogyakarta, Indonesia, who were between the ages of 17 and 26 made up the study's population. Jims Honey product purchases are positively and significantly impacted by pricing and brand perception, according to the study's findings.
Downloads
References
Alvian, M. N. A. (2023). Produk terhadap minat beli produk sepatu lokal compass edisi “which pablo are you today” (studi pada mahasiswa fakultas bahasa dan ilmu komunikasi universitas islam sultan agung semarang). https://repository.unissula.ac.id/31584/
Anggraeni, T. (2023). Pengaruh Citra Merek, Celebrity Endorsement dan Price Discount terhadap Keputusan Konsumen Membeli Produk “Jims Honey” di Kecamatan Ambulu Kabupaten Jember. http://digilib.uinkhas.ac.id/22185/
Armstrong, G., & Kotler, P. (2008). Prinsip-prinsip Pemasaran (Edisi 12). Erlangga.
Keller, K. L., & Kotler, P. (2012). Manajemen Pemasaran (Edisi 12). Erlangga.
Kotler, & Keller. (2009). Manajemen Pemasaran (13 (ed.)). Erlangga.
Kotler, P. (2005). Manajemen Pemasaran Jilid 1 dan Jilid 2. Gramedia.
Kotler, P., & Armstrong, G. (2012). Principles Of Marketing. Pearson.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. Erlangga.
Mandey, Silvya L. (2009). Pengaruh Gaya Hidup Terhadap Keputusan Pembelian. Fakultas Ekonomi Unsrat.
Pulungan, D. R., & Febriaty, H. (2018). Pengaruh Gaya Hidup dan Literasi Keuangan Terhadap Perilaku Konsumtif Mahasiswa. Jurnal Riset Sains Manajemen, 2(3), 1–8. https://doi.org/10.5281/zenodo.1410873
Tjiptono, F. (2014). Pemasaran Jasa. Andi Offset.
Wolff, M., Tumbuan, W. J. F. A., & Lintong, D. C. A. (2021). Pengaruh Gaya Hidup, Harga dan Citra Merek Terhadap Keputusan Pembelian Produk Smartphone Merek Iphone pada Kaum Perempuan Milenial di Kecamatan Tahuna. Ekonomi Bisnis Manajemen dan Akuntansi (EBMA), 10(1), https://doi.org/10.35794/emba.v10i1.39411
Yulia Trisnawati, T. (2011). Fashion sebagai Bentuk Ekspresi Diri dalam Komunikasi. The Messenger, III(1), 36–47. http://dx.doi.org/10.26623/themessenger.v3i2.268
Copyright (c) 2024 Yuliana Anisa Putri, Dila Damayanti
This work is licensed under a Creative Commons Attribution 4.0 International License.
