PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL AMANAH DI BANYUMANIK

Abstract

Abstrak

Persaingan ketat pasar air mineral di Banyumanik mendorong perusahaan untuk memahami secara mendalam faktor-faktor yang memengaruhi keputusan pembelian konsumen. Saat ini, konsumen semakin selektif dalam memilih produk, tidak hanya berdasarkan harga, tetapi juga memperhatikan kualitas, merek, dan strategi promosi yang ditawarkan. Citra merek memiliki peran penting dalam membangun kepercayaan dan hubungan emosional dengan konsumen. Di sisi lain, kualitas produk yang konsisten serta promosi yang tepat sasaran mampu meningkatkan minat dan loyalitas pembeli. Oleh karena itu, pemahaman terhadap pengaruh citra merek, kualitas produk, dan promosi menjadi sangat penting bagi perusahaan untuk menyusun strategi pemasaran yang lebih efektif dan mempertahankan daya saing. Penelitian ini bertujuan untuk menganalisis sejauh mana ketiga faktor tersebut berpengaruh terhadap keputusan pembelian air mineral Amanah di wilayah Banyumanik.

Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) menggunakan perangkat lunak SmartPLS. Data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen air mineral Amanah di Banyumanik, dengan sampel yang terdiri dari 98 responden. Variabel yang dianalisis dalam penelitian ini meliputi citra merek, kualitas produk, promosi, dan keputusan pembelian. Pengujian dilakukan melalui uji validitas dan reliabilitas, serta analisis model struktural untuk menguji hubungan antar variabel.

Hasil penelitian menunjukkan bahwa seluruh variabel memenuhi kriteria validitas dan reliabilitas, dibuktikan dengan nilai AVE di atas 0,50, convergent validity di atas 0,70, serta composite reliability melebihi 0,70. Discriminant validity juga terpenuhi karena nilai cross loading masing-masing indikator lebih tinggi pada konstruknya sendiri. Berdasarkan uji hipotesis, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian (original sample 0,414; t-statistic 3,183; p-value 0,002), sehingga H1 diterima. Kualitas produk juga berpengaruh signifikan (original sample 0,280; t-statistic 2,101; p-value 0,036), maka H2 diterima. Promosi pun menunjukkan pengaruh positif dan signifikan (original sample 0,275; t-statistic 3,331; p-value 0,001), sehingga H3 diterima. Nilai R² sebesar 0,749 menunjukkan bahwa 74,9% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut. Sementara itu, nilai Q² yang juga sebesar 0,749 menandakan bahwa model memiliki kemampuan prediktif yang baik terhadap keputusan pembelian air mineral Amanah. Dapat disimpulkan bahwa masing-masing variabel, yakni citra merek, kualitas produk, dan promosi, memberikan pengaruh signifikan terhadap keputusan pembelian.

Kata kunci: Citra Merek, Kualitas Produk, Promosi, Keputusan Pembelian

Abstract

The tight competition in the mineral water market in Banyumanik encourages companies to deeply understand the factors that influence consumer purchasing decisions. Currently, consumers are increasingly selective in choosing products, not only based on price, but also paying attention to the quality, brand, and promotional strategies offered. Brand image plays an important role in building trust and emotional relationships with consumers. On the other hand, consistent product quality and targeted promotions can increase buyer interest and loyalty. Therefore, understanding the influence of brand image, product quality, and promotion is very important for companies to develop more effective marketing strategies and maintain competitiveness. This study aims to analyze the extent to which these three factors influence purchasing decisions for Amanah mineral water in the Banyumanik area.

The research method used is quantitative with a Structural Equation Modeling (SEM) approach using SmartPLS software. Data were collected through questionnaires distributed to consumers of Amanah mineral water in Banyumanik, with a sample consisting of 98 respondents. The variables analyzed in this study include brand image, product quality, promotion, and purchasing decisions. Testing was conducted through validity and reliability tests, as well as structural model analysis to test the relationship between variables.

The results showed that all variables met the validity and reliability criteria, as evidenced by the AVE value above 0.50, convergent validity above 0.70, and composite reliability exceeding 0.70. Discriminant validity was also met because the cross loading value of each indicator was higher in its own construct. Based on the hypothesis test, brand image has a positive and significant effect on purchasing decisions (original sample 0.414; t-statistic 3.183; p-value 0.002), so H1 is accepted. Product quality also has a significant effect (original sample 0.280; t-statistic 2.101; p-value 0.036), so H2 is accepted. Promotion also shows a positive and significant effect (original sample 0.275; t-statistic 3.331; p-value 0.001), so H3 is accepted. The R² value of 0.749 indicates that 74.9% of the variation in purchasing decisions can be explained by the three variables. Meanwhile, the Q² value of 0.749 also indicates that the model has good predictive ability on purchasing decisions for Amanah mineral water. It can be concluded that each variable, namely brand image, product quality, and promotion, has a significant influence on purchasing decisions.

Keywords: Brand Image, Product Quality, Promotion, Purchasing Decisions