Skip to main navigation menu Skip to main content Skip to site footer
Academia Open

Business and Economics

Vol 7 (2022): December

Exploring Factors Influencing Purchase Decisions: A Case Study of a Rapidly Growing Bakery
Menganalisis Dampak Citra Merek, Kepercayaan Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian: Studi Kasus Sebuah Toko Roti yang Berkembang Pesat



(*) Corresponding Author
DOI
https://doi.org/10.21070/acopen.7.2022.3484
Published
December 31, 2022

Abstract

This research examines the influence of brand image, brand trust, product quality, and price on the purchase decisions of consumers in a rapidly growing bakery, Kampoeng Roti Tropodo, Sidoarjo. A quantitative research approach was employed, utilizing a questionnaire-based survey conducted with 100 consumers of Kampoeng Roti in Tropodo, Sidoarjo. The Likert scale was used to measure the variables, and multiple linear regression analysis was performed using IBM Statistical Package for the Social Sciences (SPSS) version 24. The findings reveal that brand image, brand trust, product quality, and price individually exert a significant influence on the purchase decisions. Moreover, when considered collectively, these factors have a significant impact on purchase decisions. The implications of these results highlight the importance of managing brand image, building trust, maintaining product quality, and pricing strategies to enhance purchase decisions for businesses operating in the competitive bakery market.

Highlights: 

  • The study examines the impact of brand image, brand trust, product quality, and price on purchase decisions in a rapidly growing bakery.
  • Each factor individually influences the purchase decisions of consumers in the bakery industry.
  • When considered together, brand image, brand trust, product quality, and price significantly affect purchase decisions, emphasizing the importance of these factors in bakery marketing strategies.

Keywords: Brand Image, Brand Trust, Product Quality, Price, Purchase Decisions

References

  1. Setiadi, Konsep dan Praktek Pemasaran. Yogyakarta: Graha Ilmu, 2003.
  2. R. Freddy, Analisis SWOT. Jakata: PT.Gramedia Pustaka Utama, 2015.
  3. A. Kotler, Priciple of Marketing, 15th ed. 2009.
  4. F. Tjiptono, Service, Quality& Satisfaction. Yogyakarta: Andi Offset, 2016.
  5. K. Kotler, “marketing management,” 15th ed., 2016.
  6. Amirullah, “Pengaruh Bauran Pemaran terhadap Kepuasan konsumen,” vol. Vol 2, 2021.
  7. J. Sumarauw, A. Soegoto, and D. Tampi, “Pengaruh Kualitas Produk, Harga, Dan Daya Tarik Iklan Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy Pada Pt. Daya Adicipta Wisesa,” J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 4, no. 1, pp. 990–999, 2016.
  8. Meliana, Sulistiono, and B. Setiawan, “Pengaruh Kualitas Pelayanan dan Kepercayaan Konsumen,” Meliana, Sulistiono Setiawan, Budi, vol. 1, no. 3, pp. 247–254, 2013.
  9. rusdiana Dendy, “Pengaruh Brand Trust Terhadap Keputusan Pembelian,” vol. 2, 2018.
  10. Y. M. Melinda Deisy, Joyce Lapian, “Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai  Gerai Seluler Di It Center Manado,” J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 6, no. 4, pp. 2288–2297, 2018, doi: 10.35794/emba.v6i4.20997.

Downloads

Download data is not yet available.