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Submitted
March 9, 2022
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December 6, 2022
Published
December 6, 2022
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Abstract

Tujuan penelitian adalah melakukan pengujian dan analisis terkait pengaruh kualitas produk dan citra merek terhadap minat beli Sony Playstation di kota Karawang. Metode penelitian yaitu kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel penelitian yang diambil sebanyak 150 orang melalui perhitungan rumus Hair. Teknik Sampel menggunakan Probablity Sampling. Data diolah menggunakan analisis jalur (path analysis) dengan bantuan software  SPSS 25. Penelitian memperoleh hasil bahwa kualitas produk berpengaruh signifikan terhadap citra merek dengan tingkat koefisien korelasi sebesar 0,274 meskipun tingkat korelasi tergolong pada kategori rendah. Pengujian parsial mencatatkan hasil bahwa variabel kualitas produk berpengaruh sebesar 58,4% terhadap minat beli, dan variabel citra merek berpengaruh sebesar 11,1% terhadap minat beli. Maka berarti variabel kualitas produk lebih besar memberikan pengaruh terhadap minat beli dibandingkan variabel citra merek. Pengujian simultan menyatakan Kualitas Produk dan Citra Merek memperoleh besaran nilai sebesar 66,1% terhadap minat beli dan sisanya 33,9% sebagai faktor pengaruh dari variabel lain yang tidak diteliti.


Kata Kunci : Kualitas Produk, Citra Merek, Minat Beli

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Copyright (c) 2022 Faisal Sutibi, Reminta Lumban Batu

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Author Biography

Faisal Sutibi, Universitas Singaperbangsa Karawang

Mahasiswa S1 Manajemen
How to Cite
Sutibi, F., & Batu, R. L. (2022). PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI SONNY PLAYSTATION . Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 256–273. Retrieved from https://ejournal.unib.ac.id/Insight/article/view/20957
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  27. Daud, Muhaimin, Andi Artono, and Eni Prastiti. 2019. “Pengaruh Kualitas Produk, Citra Merek, Dan Harga Terhadap Minat Beli Produk Sepeda Motor Honda (Studi Pada Mahasiswa Fakultas Ekonomi Manajemen Universitas Kadiri).” JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi 1(1): 67–78.
  28. Dicky Darmajaya, Ida Bagus, and Tjok Gede Raka Sukawati. 2018. “Peran Citra Merek Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian.” E-Jurnal Manajemen Universitas Udayana 7(12): 6931.
  29. Galehantomo P.S, Geraldus. 2015. “Platform Comparison Between Games Console, Mobile Games And PC Games.” Sisforma 2(1): 23.
  30. Gircela, Dinti, and Lela Nurlaela Wati. 2020. “Pengaruh Kualitas Produk Terhadap Citra Merk Dan Dampaknya Terhadap Keputusan Pembelian Konsumen.” Jurnal Ekobis : Ekonomi Bisnis & Manajemen 9(1): 09–24.
  31. Halim, Nico Rifanto, and Donant Alananto Iskandar. 2019. “Pengaruh Kualitas Produk, Harga Dan Strategi Promosi Terhadap Minat Beli.” Jurnal Ilmu dan Riset … 4(3): 415–24.
  32. Holotiuk, Friedrich, Francesco Pisani, and Jürgen Moormann. 2017. “The Impact of Blockchain Technology on Business Models in the Payments Industry.” WI 2017 Proceedings: 912–26.
  33. Kurniawati, Luciana Mia. 2020. “Effect Of Product Quality And Brand Equity On Buying Interest.” Journal of Digital Marketing and Halal Industry 1(1): 75.
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  37. Rucitasari, Firna Windu. 2016. ““PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KRIPIK PEDAS KARUHUN (SURVEI PADA KONSUMEN JL PHH MUSTAFA NO.19 BLOK C ).”
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  41. Satria, Daniel Adhi, and Helena Sidharta. 2017. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Minat Beli Konsumen Porkball.” Jurnal Manajemen dan Start-Up Bisnis 2(3): 398–408.
  42. Sugiyanto, and Herry Widagdo. 2021. “Pengaruh Kualitas Produk , Harga , Word Of Mouth , Dan Citra Merek Terhadap Minat Beli Konsumen Pada Laptop Merek Acer Di Kota Palembang.” Manajemen 2(2): 132–42.
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  46. Wirayanthy, Noverita dan Singgih Santoso. 2019. “Pengaruh Harga, Citra Merek Dan Kualitas Terhadap Minat Beli Produk Private Label.” Jurnal Riset Manajemen & Bisnis Dewantara 15(6): 87–96.
  47. Amelia, Windi Amanda. 2016. “A Brand Image of E-Commerce ’ s Buying Interest Citra Merek Terhadap Minat Beli E-Commerce.” Journal of Economicate Studies 04(01): 44–50.
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  49. Cui, Ziyuan, Jinghua Jiang, and Yusen Zhu. 2022. “Research on Future Business Strategy Reform of Gaming Console Brands.” Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) 203(Icemci): 1395–1401.
  50. Daud, Muhaimin, Andi Artono, and Eni Prastiti. 2019. “Pengaruh Kualitas Produk, Citra Merek, Dan Harga Terhadap Minat Beli Produk Sepeda Motor Honda (Studi Pada Mahasiswa Fakultas Ekonomi Manajemen Universitas Kadiri).” JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi 1(1): 67–78.
  51. Dicky Darmajaya, Ida Bagus, and Tjok Gede Raka Sukawati. 2018. “Peran Citra Merek Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian.” E-Jurnal Manajemen Universitas Udayana 7(12): 6931.
  52. Galehantomo P.S, Geraldus. 2015. “Platform Comparison Between Games Console, Mobile Games And PC Games.” Sisforma 2(1): 23.
  53. Gircela, Dinti, and Lela Nurlaela Wati. 2020. “Pengaruh Kualitas Produk Terhadap Citra Merk Dan Dampaknya Terhadap Keputusan Pembelian Konsumen.” Jurnal Ekobis : Ekonomi Bisnis & Manajemen 9(1): 09–24.
  54. Halim, Nico Rifanto, and Donant Alananto Iskandar. 2019. “Pengaruh Kualitas Produk, Harga Dan Strategi Promosi Terhadap Minat Beli.” Jurnal Ilmu dan Riset … 4(3): 415–24.
  55. Holotiuk, Friedrich, Francesco Pisani, and Jürgen Moormann. 2017. “The Impact of Blockchain Technology on Business Models in the Payments Industry.” WI 2017 Proceedings: 912–26.
  56. Kurniawati, Luciana Mia. 2020. “Effect Of Product Quality And Brand Equity On Buying Interest.” Journal of Digital Marketing and Halal Industry 1(1): 75.
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  58. Priansa, Donni Juni. 2017. Komunikasi Pemasaran Terpadu. Bandung: Pustaka Setia.
  59. Raharjo, Rizki Maulana, and Heru Mulyanto. 2018. “Kualitas Produk, Citra Merek Dan Minat Beli Konsumen Keripik Singkong.” Jurnal Manajemen Kewirausahaan 15(1): 109.
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  61. Sandqvist, Ulf. 2015. “The Games They Are a Changin : New Business Models and Transformation within the Video Game Industry.” Humanities and Social Sciences Latvia 23(2): 4–20.
  62. Saputra, Rendy. 2019. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Minat Beli Konsumen Produk Smartphone Xiaomi (Studi Kasus Di Jakarta Barat).” Business Management Journal 15(1): p-ISSN.
  63. Sari, Saidah Putri. 2020. “Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen.” Psikoborneo: Jurnal Ilmiah Psikologi 8(1): 147.
  64. Satria, Daniel Adhi, and Helena Sidharta. 2017. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Minat Beli Konsumen Porkball.” Jurnal Manajemen dan Start-Up Bisnis 2(3): 398–408.
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  69. Wirayanthy, Noverita dan Singgih Santoso. 2019. “Pengaruh Harga, Citra Merek Dan Kualitas Terhadap Minat Beli Produk Private Label.” Jurnal Riset Manajemen & Bisnis Dewantara 15(6): 87–96.