This study
aims to analyze the influence of brand image, product quality and promotion on
the purchase decision of Epson projectors. The method used in this study is
quantitative descriptive with the population in this study being consumers who
have purchased Epson projector products. The sampling techniques in this study
are nonprobability sampling and purposive sampling The sample used in this
study was 100 respondents with consumer criteria who had purchased an Epson
projector. The data in this study used primary data by distributing
questionnaires processed using Software Statistical Product and Service
Solutions. (SPSS 23.0). The data analysis technique used is multiple liner
regression analysis. The results of this study show that the variables of brand
image, product quality and promotion have a positive and significant effect on
purchasing decisions. The variables that have a major contribution in the
purchase decision of Epson projector products are first product quality, the
second brand image and the third promotion.
Keywords:
Brand Image,
Product Quality, Promotion and Purchasing Decisions.
INTRODUCTION
At this time consumers have been more selective
before making purchase decisions due to easier access to information, where
potential consumers collect as much information about the product they want to
buy, then conduct their own evaluations, including about brand image,
promotion, and product quality. Therefore, companies must be able to understand
the wants and needs of consumers to determine the progress and development of a
product in the marketing process. Currently we are entering the era of the
industrial revolution 4.0, or the era of digital technology, the existence of
digital technology has changed various ways we communicate. In this study, one
of the products that will be studied is a projector where the projector is a tool
to facilitate the delivery of information, in office spaces, teaching and
learning rooms, meeting rooms, and so on.
Based on data from Epson's projector sales
growth rate over the last 5 years (2015 - 2019), there are fluctuations due to
the many projector brand competitors in Indonesia. Many factors influence
consumer behavior in making purchase decisions, including brand image factors,
product quality and promotion, because the better the brand image, product
quality and attractive promotions, the more consumers will make purchases.
Based on the background of these problems, the author is interested in
conducting research entitled "The Influence of Brand Image, Product
Quality and Promotion on the Purchase Decision of Epson Projector Products in
Jakarta".
The formulation of the problem in this study is
1. Does brand image affect the purchase decision
of Epson projector products in Jakarta?
2. Does product quality affect the purchase
decision of Epson projector products in Jakarta?
3. Does the promotion affect the purchase decision
of Epson projector products in Jakarta?
And the purpose of the study is
1. Analyzing the influence of brand image on the
purchase decision of Epson projector products in Jakarta
2. Analyzing the effect of product quality on the
purchase decision of Epson projector products in Jakarta
3. Analyzing the influence of promotion on the
purchase decision of Epson projector products in Jakarta
RESEARCH METHOD
Object of Research
The object of research in this study is the purchase decision of Epson projector
products in Jakarta which is influenced by brand image, product quality and
promotion.
Data Sources and Types
The type of data in this study is descriptive
using a data collection method in the form of questionnaires distributed to
consumers who have purchased projector products through events, official
stores, or corporate users.
Analysis Methods
In this study using two data analysis
methods, namely descriptive analysis and infrencial analysis. According to Ferdinand (2014:229)Descriptive analysis
that provides an empirical picture or descriptive of the data collected in the study.
According to Ferdinand (2014: 234), inferential analysis method is a
statistical technique used to analyze sample data and the results are applied
to the population. This analysis method emphasizes the relationship of
variables by conducting hypothesis tests that conclude research results from
the sample to the population. Inferential statistical data analysis is measured
using SPSS 23.0 (Statistical Product and Service Solutions) software ranging
from instrument tests, classical assumption tests, model feasibility tests,
multiple linear regression analysis, and hypothesis testing.
In this study, validity tests were conducted using the SPSS program
version 23 on a sample of 100 respondents. shows that each item of each
dependent variable i.e. purchase decision (Y) and independent variables i.e.
brand image (X1), product quality (X2), and promotion (X3) have r count
> rtable (0.197) and is positive, then the instrument or
statement item is significantly correlated with the total score or can be
declared valid. Thus it can be concluded that all statement items used in this
study are valid, can be seen from the following table:
Reliability Test
Reliability Test All questionnaire items used to measure all variables
in this study, said to be reliable, which is shown in Cronbach's alpha value
all variables have a fairly good value level above 0.6 meaning that all
variable values are said to be good and acceptable because they are above good
levels even the results are good, can be seen from the following table:
Classical Assumption Test
Normality Test
In the Asymp Sig. (2-tailed) column for the 2-sided test is 0.200. The
test results of One sample Kolmogorov-Smirnov can be known for the data above
is 0.200 > 0.05 then it can be stated that the data on brand image, product
quality, promotion and purchasing decisions are normally distributed, can be
seen in the following table:
Autocorrelation Test
The Durbin-Watson score is 1.864. Where the K value or number of
independent variables is 3 and the N value or respondent data = 100. So that
the value of dL = 1.613, and the value of dU = 1.736, so that dL < DW <
dU. Since the Durbin-Watson value of 1.864 is greater than the limit (dU) 1.736
and less than 4-1.736 = 2.264 (4-dU), this is in accordance with the purchase
decision criteria of dU < DW < 4-dU (1.736 < 1.864 < 2.264),
Durbin-Watson lies between dU and 4-dU, so it can be concluded that there is no
strong relationship between data (autocorrelation). can be seen in the
following table and curve:
Heteroscedasticity Test
All variables have a significant value greater than 0.05 so that it can
be concluded that the regression model in this study does not occur
heteroscedasticity problems. It can be seen in the following table:
Multicollinearity
The brand image variable has a tolerance value of 0.587 and a VIF value
of 1.703. For the product quality variable, it has a tolerance value of 0.462
and a VIF value of 2.163. While the promotion variable has a tolerance value of
0.692 and a VIF value of 1.444. So it can be concluded that all independent
variables namely brand image, product quality and promotion have a tolerance
value greater than 0.1 and the value of Variance Inflation Factor (VIF) is
below 10 which means there are no symptoms of multicollinearity in this
regression model. It can be seen in the following table:
Model Due Diligence
Test F
F valuecount amounted to 32,761 with a significant rate of
,000. The Ftable value is obtained from the residual (remainder) free degree
(df) value, which is 96 as the denominator df and the regression df (treatment)
which is 3 as the numerator df with a significant level of 5%, so that the
Ftable value (α = 5%) is 2.70 because the Fcalculate value is greater than the
Ftable (32.761 > 2.70) with a significant level of 0.000 < 0.05, it can
be concluded that H0 is rejected and Ha is accepted means brand image (CM), Product quality (KP) and promotion (P)
together have a positive and significant influence on purchasing decisions. It
can be seen in the following table:
Test R2 (Coefficient of Determination)
The value of the correlation coefficient (R2) is 0.506, this shows that
the dependent variable, namely purchasing decisions, can be explained by
independent variables which include brand image, product quality and promotion
by 50.6%, while the remaining 49% is explained by other factors outside the
independent variable used in this study. It can be seen in the following table:
Multiple Linear Regression Analysis
In the Standardized Coefficients table the multiple linear regression
equation is as follows:
Purchase Decision = 0.278CM + 0.320KP + 0.263P
Information:
CM = Brand Image
KP = Product
Quality
P = Promotion
It can be seen the amount of contribution of each independent variable,
namely brand image, product quality and promotion to the dependent variable,
namely the purchase decision of Epson projector products, and shows the order
of influential variables. The largest Standardized Coefficient is found in the
product quality variable of 0.320 which means that the quality of Epson
projector products is the independent variable in the study that has the
greatest contribution in efforts to improve the purchase decision of Epson
projectors. The brand image of Epson projectors of 0.278 is at the second level
that needs to be considered to improve the purchase decision of Epson
projectors, while the promotion of Epson projectors of 0.263 is at the third
level that needs to be considered to increase the purchase decision of Epson
projector products. It can be seen in the following table:
Hypothesis Test (Test t)
Testing brand image hypotheses against
purchasing decisions.
Thecalculated t value in the brand image is greater than the table t or 2.966
> 1.984 and the significant value is below the error rate (alpha) of
0.004 < 0.05 so that it can be concluded that there is a joint influence
between brand image on the purchase decision of Epson projector products
Testing product quality hypotheses against
purchasing decisions
The calculated t value on product quality is greater than the table t or
3.029 > 1.984 and the significant value is below the error rate (alpha)
of 0.003 < 0.05 so that it can be concluded that there is a joint influence
between product quality on the purchase decision of Epson projectors in
Jakarta.
Testing promotion hypotheses against purchase
decisions
Value of t count on promotion greater than ttable or 3.047
> 1.984 and the significance is below the error rate (Alpha) of 0.003
< 0.05 so it can be concluded that there is a joint influence between
promotions on the purchase decision of Epson projector products in Jakarta.
The information above, can be seen from the following table:
Discussion
The influence of brand image on purchasing
decisions
Based on the results of hypothesis testing, showing that there is a
positive and significant influence between brand image on purchasing decisions
on Epson projector products in Jakarta, positive and significant influences
identify that the improvement of Epson projector brand image has an effect on
increasing purchasing decisions and shows that Epson projector purchase
decisions are influenced by brand image. The better the brand image of Epson
projector products, the more the decision to purchase Epson projector products
in Jakarta will increase
The results of this study are also in line with previous research
by Djatmiko and Pradana, (2016), brand image has a positive and significant
influence on purchasing decisions and says that brand image is something more
valuable than products. This means that the brand can be used as a difference
between one product and another similar products especially by using the brand
image, and it is very beneficial to have a product that has a good brand image
and therefore the company must continue to maintain and maintain the brand
image continuously.Brand image plays an important role in the development of a
brand because brand image concerns reputation so it must be maintained and
developed.
The Influence of Product Quality on Purchasing
Decisions
Based on the results of hypothesis testing, it shows that there is a
positive and significant influence between product quality on purchasing
decisions on Epson projector products in Jakarta. A positive and significant
influence indicates that the improvement in the quality of Epson projector
products has an effect on improving purchasing decisions, and shows that the
purchase decision of Epson projectors is influenced by product quality. The
better the quality of the product, the more the purchase decision will
increase.
The results of this study are in line with previous research according
to Sholihah and Santoso, (2018) In his research stated that product quality
has a positive and significant effect on purchasing decisions, this illustrates
that product quality is an important requirement to achieve purchasing
decisions to meet consumer needs and desires.
Product quality is very important in terms of the superiority of a
product in competition in order to meet consumer desires, good quality is a
consumer expectation that must be met by the company, because good product
quality is the key to the development of company productivity that must be
maintained and developed.
The Effect of Promotions on Purchase Decisions
Based on the results of hypothesis testing, it shows that there is a
positive and significant influence between promotions on purchasing decisions
on Epson projector products in Jakarta. A positive and significant influence
indicates that increased promotion of Epson projectors has an effect on increased
purchase decisions, and indicates that purchasing decisions of Epson projectors
are influenced by promotions. The stronger the promotion carried out, the
faster consumers will decide to buy.
This research is in line with Nazarudin et al., (2019) Promotion has a positive and significant
effect on purchasing decisions, because promotion is a concern for consumers
before making a purchase decision because the promotion itself functions to
convey, provide information and provide an overview to potential consumers to
be interested in the products offered through any media, promotion is one of
the determining factors for the success of the company's marketing program, the
better the promotion delivered, the higher it is consumer decisions in buying.
Promotion is very important for companies to pay attention to because
with a wide range of promotions, it is believed that it can help the image of
the product being promoted. It is proven that the more promotions that are
done, the faster consumers will decide to buy
CONCLUSION
1. There is a positive and significant influence
on brand image on the purchase decision of Epson projector products, which
means that the better and better the brand image provided by Epson projectors,
the purchase decision will increase.
2. There is a positive and significant influence
on product quality on the purchase decision of Epson projector products, which
means that the better or better the quality of Epson projector products, the
purchase decision will increase.
3. There is a positive and significant influence
for promotion on the purchase decision of Epson projector products, which means
that the stronger the promotion carried out, the faster it will encourage
consumers to make a purchase decision.
4. Based on the research conducted, it shows a
large contribution is found in product quality variables, then brand image and then
promotion.
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