Pengaruh Brand Image Terhadap Keputusan Pembelian Produk Pro Israel Dengan Kepuasan Konsumen Sebagai Variabel Mediasi Di Tengah Aksi Boikot Produk Pro Israel Dalam Perspektif Bisnis Islam
(Studi Pada Konsumen Aqua Di UIN RIl )
DOI:
https://doi.org/10.61132/jumaket.v1i2.225Keywords:
Brand Image, Consumer Satisfaction, Purchasing DecisionsAbstract
Brand image is a very important factor in marketing management, the influence of brand image on purchasing decisions by considering the role of consumer satisfaction as a mediator, if the brand image of a company is strong it will increase consumer satisfaction, which in turn will influence consumer purchasing decisions. The formulation of the problem in this research is whether brand image influences purchasing decisions, whether brand image influences consumer satisfaction, whether consumer satisfaction influences purchasing decisions, whether consumer satisfaction can mediate the relationship between brand image and purchasing decisions. This research is quantitative research, the population in this research is students of the Faculty of Febi Uin Raden Intan Lampung. The sample used in this research was 100 respondents. Data collection uses a questionnaire. The data analysis technique used in this research is the SEM model using SmartPLS version 3.0. The research results obtained directly from each variable are that brand image has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on purchasing decisions. And for the test results passing the mediating variable, it was found that consumer satisfaction was able to mediate the influence of brand image on purchasing decisions through partial mediation.
Downloads
References
Agustin, Hamdi. “Sistem Informasi Manajemen Menurut Prespektif Islam.” Jurnal Tabarru’: Islamic Banking and Finance 1, no. 1 (2018): 63–70. https://doi.org/10.25299/jtb.2018.vol1(1).2045.
Anisa, Nida Rohadatul. “Pengaruh Price, Online Custemer Review Dan Islamic Branding Terhadap Keputusan Pembelian.” Jurnal Indonesia Sosial Sains 2, no. 12 (2021): 2138–46.
Ardhani, Naufal Dian. “Analisis Dampak Boikot pro Israel Terhadap Perekonomian Di Indonesia” 04, no. 02 (2023): 13–16.
Bali, Asri Yanti. “Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening.” Jurnal Akuntansi, Manajemen Dan Ekonomi 1, no. 1 (2022): 1–14. https://doi.org/10.56248/jamane.v1i1.7.
Damaryanti, Febri, Supriadi Thalib, and Agustinus Miranda. “Pengaruh Brand Image Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating.” Jurnal Riset Manajemen Dan Akuntansi 2, no. 2 (2022): 50–62. https://doi.org/10.55606/jurima.v2i2.253.
Handoko, Bagus. “Pengaruh Promosi, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Titipan Kilat JNE Medan.” Jurnal Ilmiah Manajemen Dan Bisnis 18, no. 1 (2017): 61–72.
Idris, Munadi, Haris Maupa, Mahlia Muis, and Maat Pono. “Membangun Konsep Brand Religiosity Image Dalam Islamic Marketing (Sintesis Teori Dan Penelitian Empiris Yang Relevan).” Jurnal Ilmiah Ekonomi Islam 6, no. 1 (2020): 14–21. https://doi.org/10.29040/jiei.v6i1.929.
Kotler, Philip, and Gary Armstrong. Prinsip-Prinsip Pemasaran. Vol. 1. Jilid, 2008.
la Tierra, Albert de. “Con Men.” Sociological Forum 32, no. 3 (2017): 684–86. https://doi.org/10.1111/socf.12355.
Moh Fahri, Lalu. “Mediator Dan Peranannya Dalam Resolusi Konflik.” PENSA : Jurnal Pendidikan Dan Ilmu Sosial 3, no. 1 (2021): 114–25.
Mowen, John C, and Michael Minor. “Perilaku Konsumen.” Jakarta: Erlangga 90 (2002): 16–38.
Musa, Muhammad Yusuf. “Falsafat Al-Akhlaq Fi Al-Islam,” 1963.
Nadhril Adabi. “Pengaruh Citra Merek, Kualitas Pelayanan Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Indihome Di Witel Telkom Depok.” Jurnal Manajemen 12, no. 1 (2020): 32–39.
Purwati, Annung, and Mega Mirasaputri Cahyanti. “PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE” 11, no. 1 (2022): 32–46.
Quran kemenag. Al-Baqarah Ayat 31, n.d.
———. Al-Furqan Ayat 67, n.d.
Rahmani, Annisa Nadiyah. “Dampak Perang Israel-Hamas Terhadap Harga Saham Dan Minat Beli Masyarakat Produk Pendukung Israel.” Academy of Education Journal 14, no. 2 (2023): 1444–56. https://doi.org/10.47200/aoej.v14i2.2104.
Risqi, Muhammad, Fauzan Septiazi, and Nina Yuliana. “Triwikrama: Jurnal Multidisiplin Ilmu Sosial ANALISIS PENGARUH MEDIA SOSIAL TERHADAP GERAKAN BOIKOT PRODUK ISRAEL DI INDONESIA.” Jurnal Multidisiplin Ilmu Sosial 2, no. 4 (2023): 2023–54.
Sangadji, Etta Mamang. “Perilaku Konsumen; Pendekatan Praktis Disertai Himpunan Jurnal Penelitian,” 2017.
Sari et al. “Pengaruh Brand Image Terhadap Keputusan Pembelian Konsumen : Studi Kasus Variabel Green Marketing Dan Brand Ambassador UMKM Ngudi Rejeki Kelorida.” Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah 4, no. 2 (2022): 308–27. https://doi.org/10.47467/alkharaj.v43i2.644.
Setiawan, Margaretha Fiani. “Analisa Pengaruh Food Quality Dan Brand Image Terhadap Keputusan Pembelian Roti Kecik Toko Roti Ganep’s Di Kota Solo.” Jurnal Strategi Pemasaran 1, no. 1 (2013).
Sumartini, Lilis Cucu, and Dini Fajriany Ardining Tias. “Analisis Kepuasan Konsumen Untuk Meningkatkan Volume Penjualan Kedai Kopi Kala Senja.” Jurnal E-Bis 3, no. 2 (2019): 111–18.
SYADZALI, MAULANA. “PENGARUH KUALITAS PELAYANAN, CITRA TOKO DAN HARGA TERHADAP KEPUASAN PELANGGAN DI UD MENARA 05 KUDUS.” STAIN Kudus, 2017.
Winasis, Caroline Lystia Rut, Halimah Sandra Widianti, and Baruna Hadibrata. “Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran).” Jurnal Ilmu Manajemen Terapan 3, no. 4 (2022): 452–62.
Zainal, Veithzal Rivai, Firdaus Djaelani, Salim Basalamah, Husna Leila Yusran, and Andria Permata Veithzal. “Islamic Marketing Management.” Jakarta: Bumi Aksara, 2017.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen Kewirausahaan dan Teknologi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
