Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Pada PT Indonesia Comnets Plus (Icon+) Area Jakarta Timur
DOI:
https://doi.org/10.37481/jmh.v6i2.2048Keywords:
Brand Image, Price, Purchasing Decisions, Quantitative Research, Icon East Jakarta AreaAbstract
In the increasingly competitive telecommunications service industry, brand image and pricing strategy play an important role in shaping organizational purchasing decisions. This study aims to analyze the effect of brand image and price on purchasing decisions at PT Indonesia Comnets Plus (Icon+) East Jakarta Area, both partially and simultaneously. This research uses a quantitative associative approach. The sample consisted of 100 respondents determined using the Slovin formula and selected through simple random sampling. Data were collected through questionnaires using a Likert scale and analyzed using SPSS version 26 with multiple linear regression analysis. The results indicate that both brand image and price have a positive and significant effect on purchasing decisions, either individually or jointly. A stronger brand image and more appropriate pricing are proven to increase purchasing decisions. Together, these variables explain a considerable proportion of the variation in purchasing decisions, while the rest is influenced by other factors outside the model. Therefore, companies are encouraged to strengthen brand image management and implement competitive pricing strategies to improve purchasing decisions. In addition, future studies are recommended to include other variables such as service quality, promotion, and customer experience to provide a more comprehensive understanding of consumer behavior in the telecommunications service sector, particularly at the corporate level in Indonesia.
References
Aaker, D. A. (2018). Building Strong Brands. Free Press.
Armstrong, G., & Kotler, P. (2020). Principles of Marketing. Pearson Education.
Keller, K. L. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2019). Marketing Management. Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley.
Lestari, M. (2022). Pengaruh citra merek terhadap keputusan pembelian konsumen pada produk telekomunikasi di Jakarta. Jurnal Ilmu Manajemen, 13(3), 201-215.
Monroe, K. B. (2022). Pricing: Making Profitable Decisions. McGraw-Hill Education.
Nagle, T. T., Hogan, J., & Zale, J. (2018). The Strategy and Tactics of Pricing. Routledge.
Nugroho, A. (2024). Analisis faktor yang memengaruhi keputusan pembelian jasa telekomunikasi. Jurnal Pemasaran dan Manajemen, 18(1), 45-60.
Peter, J. P., & Olson, J. C. (2020). Consumer Behavior and Marketing Strategy. McGraw-Hill Education.
Pratama, R. (2023). Pengaruh kualitas layanan dan promosi terhadap keputusan pembelian konsumen. Jurnal Pemasaran dan Konsumen, 12(1), 89-104.
Putra, I. G., Saputra, I. M., & Hadi, S. (2021). Pengaruh citra merek terhadap keputusan pembelian konsumen pada produk telekomunikasi. Jurnal Manajemen dan Pemasaran, 17(2), 123-137.
Sari, D., & Andriani, R. (2020). Pengaruh citra merek terhadap keputusan pembelian pada produk elektronik. Jurnal Ekonomi dan Pemasaran, 9(4), 255-270.
Schiffman, L. G., & Kanuk, L. L. (2019). Consumer Behavior. Pearson Education.
Schiffman, L. G., & Wisenblit, J. (2025). Consumer Behavior. Pearson Education.
Setiawan, H., & Putra, I. G. (2022). Strategi Pemasaran di Era Digital. Penerbit Erlangga.
Tjiptono, F. (2020). Pemasaran Jasa. Andi Offset.
Wibowo, A. (2023). Pengaruh harga dan citra merek terhadap keputusan pembelian produk layanan. Jurnal Studi Pemasaran, 14(2), 167-182.
Zeithaml, V. A. (2020). Consumer perceptions of price, quality, and value: A review and synthesis. Journal of Marketing, 84(3), 22-38.
