Pengaruh Citra Merek Dan Kualitas Produk Terhadap Minat Beli Be Rych Water Di Aceh
DOI:
https://doi.org/10.63822/bpfr3d49Keywords:
Brand Image, Product Quality, Purchase Intention, Be Rych Water, West AcehAbstract
This study aims to analyze the influence of brand image and product quality on consumer purchase intention of Be Rych Water in West Aceh Regency, both partially and simultaneously. The increasing competition in the bottled drinking water industry requires local companies to strengthen their marketing strategies through the development of a positive brand image and improvement of product quality to compete with national brands. This research employs a quantitative approach using a survey method by distributing questionnaires to 100 respondents who are consumers of Be Rych Water. The data were analyzed using multiple linear regression with the SPSS version 26.0 program, accompanied by validity, reliability, and classical assumption tests to ensure data accuracy and consistency. The results show that brand image has a positive and significant effect on purchase intention, indicating that the stronger the brand image, the greater the consumer’s desire to purchase the product. Product quality also has a significant effect on purchase intention, where high-quality products can foster consumer trust, satisfaction, and loyalty. Simultaneously, brand image and product quality have a significant influence on purchase intention with an R² value of 0.873, indicating that 87.3% of the variation in purchase intention can be explained by these two variables, while the remaining 12.7% is influenced by other factors such as price, promotion, and personal preference. This study supports the theory of Kotler and Keller (2022), which emphasizes that brand perception and product quality are key determinants in shaping consumer purchasing decisions.
References
Andriani, R., & Manajemen, M. (n.d.). PENGARUH BUDAYA ORGANISASI DAN KOMPETENSI TERHADAP KEPUASAN KERJA KARYAWAN PADA BANK TABUNGAN NEGARA DI BANDUNG.
Arie Liyono. (2022). Pengaruh Brand Image, Electronic Word of Mouth (E-WOM) Dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada PT. Pancaran Kasih Abadi. In Ekonomi Manajemen dan Bisnis (JUBIS), Vol. 3 No. (pp. 1–91).
Augusty Ferdinand. (2014). Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen (5th ed., pp. 1–350).
Aziz, R., & Rahman, Z. (2022). Brand hate: a literature review and future research agenda. In European Journal of Marketing (Vol. 56, Issue 7, pp. 2014–2051). Emerald Group Holdings Ltd. https://doi.org/10.1108/EJM-03-2021-0189
bab 2 penelitian terdahulu 2. (n.d.).
Bahroni, I., & Manggala, H. K. (2023). PENGARUH BRAND IMAGE TERHADAP PURCHASE INTENTION MELALUI E-TRUST (STUDI PADA CALON KONSUMEN ONLINE STORE HOODIEKU). 10(2). https://doi.org/10.36987/ecobi.v10i2
De Angelis, S., Fee, D., Haney, M., & Schneider, D. (2012). Detecting hidden volcanic explosions from Mt. Cleveland Volcano, Alaska with infrasound and ground-coupled airwaves. Geophysical Research Letters, 39(21). https://doi.org/10.1029/2012GL053635
Fadya Al Yasha Syifa, & Mirzam Arqy Ahmadi. (2025). Pengaruh Brand Image terhadap Purchase Intention Produk Le Minerale: dengan Peran Mediasi Social Influence". In Pusat Publikasi Ilmu Manajemen (PPIMAN): Vol. vol 3 no 1.
Febrian, & Winayamukti. (2019). Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Lembur Batik. Ekono Insentif, 13, 41–55.
Freddy Rangkuti. (2009). Strategi Promosi Yang Kreatif Dan Analisis Kasus Integrated Marketing Communication (pp. 1–157).
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Ghozali. (2018). tentang uji validitas . In Ghozali, Imam.
Hardani. (2020). Metode Penelitian Kualitatif & Kuantitatif" . In CV. Pustaka Ilmu (pp. 1–508).
Harjati, & Sabu G. (2014). Pengaruh Persepsi Kualitas Produk Terhadap Keputusan Pembelian . In E-Journal Widya Ekonomika (pp. 1–30).
Herhausen, D., Ludwig, S., Grewal, D., Wulf, J., & Schoegel, M. (2019). Detecting, Preventing, and Mitigating online firestorms in Brand Communities. Journal Of Marketing, 83(3), 1–21. https://doi.org/10.1177/0022242918822300
Hidayat, R. (2022). Pengaruh Kualitas Produk dan Harga Terhadap Minat Beli Konsumen Pada Produk Minuman Dalam Kemasan di Kota Medan. Jurnal Manajemen dan Pemasaran, 7(2), 98–107.
Hidayat, R. (2023). Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Konsumen pada Produk Minuman Dalam Kemasan Di Kota Medan. Jurnal Manajemen Dan Pemasaran, 8(2), 145–156.
Ilmiah Mahasiswa Nias Selatan, J., & Nias Raya, U. (2022). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Konsumen Di Ud. Rendah Hati Kecamatan Teluk Dalam Ernawati Harita. 5. https://jurnal.uniraya.ac.id/index.php/jim
Julia Retnowulan. (2017). Pengaruh Kualitas Produk Dan Persepsi Harga terhadap Minat Beli Smartphone Xiaomi. Cakrawala – Jurnal Humaniora, 17, 139–145.
Kevin Lane Keller, & Vanitha Swaminathan. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. In Pearson Education (5th ed., pp. 1–76).
Kim, S. J., Maslowska, E., & Malthouse, E. C. (2018). Understanding The Effects Of Different Review Features On Purchase Probability. International Journal Of Advertising, 37(1), 29–53. https://doi.org/10.1080/02650487.2017.1340928
Kotler, P. , & Keller, K. L. (2012). Marketing management . In Pearson Education.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson Education.
Leon G. Schiffman, & Joseph Wisenblit. (2021). minat beli (purchase intention) . In Consumer Behavior (12th Edition).
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Muhammad Anang Firmansyah. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. In Qiara Media (pp. 1–60).
Mutiara P. Todar, & Altje L. Tumbel. (2020). Pengaruh Persepsi Merek dan Kualitas Produk Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Galon Merek Aqua. In jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, Vol. 8 No. 3.
Prof. Dr. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In Alfabeta.
Putra, R. A. (2021). Pengaruh Citra Merek dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Produk Minuman Kemasan di Kota Padang. Jurnal Manajemen dan Kewirausahaan, 9(2), 134–142.
Rahmawati, F., & Heriyanto, Y. (n.d.). Pengaruh Brand Image dan Produk Knowledge Terhadap Purchase Intention Produk Workshop From Home di Top Coach Indonesia. In Jurnal Administrasi Bisnis (Vol. 1, Issue 5).
Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that Drive Consumers Away From Brands: Measuring Negative Emotions Toward Brands And Their Behavioral Effects. International Journal of Research in Marketing, 29(1), 55–67. https://doi.org/10.1016/j.ijresmar.2011.07.001
Rozin, P., & Royzman, E. B. (2001). Negativity Bias, Negativity Dominance, and Contagion. In Personality and Social Psychology Review (Vol. 5, Issue 4).
Sakthidharan, V., & Sivaraman, S. (2018). Impact of Operating Cost Components On Airline Efficiency in India: A DEA Approach. Asia Pacific Management Review, 23(4), 258–267. https://doi.org/10.1016/j.apmrv.2017.12.001
Sakti Riana Fatmaningrum, & Susanto. (2020). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. In Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), Vol. 4 No. 1 (pp. 176–188).
Sanita, S., Kusniawati, A., Lestari, M. N., Ekonomi, F., & Galuh, U. (2019). PENGARUH PRODUCT KNOWLEDGE DAN BRAND IMAGE TERHADAP PURCHASE INTENTION (Penelitian pada PT. Bahana Cahaya Sejati Ciamis) (Vol. 1, Issue 3).
Sari, A. K., & Wahjoedi, T. (2022). How does brand image moderate the factors influencing purchase intention? Journal of Innovation in Business and Economics. 9, 1–10.
Sari, D. P. (2022). Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Konsumen pada Produk Air Mineral Aqua di Banda Aceh. Jurnal Ilmiah Ekonomi dan Bisnis, 9(1), 112–121.
Shah, M. A. R., Husnain, M., & Zubairshah, A. (2018). Factors Affecting Brand Switching Behavior in Telecommunication Industry of Pakistan: A Qualitative Investigation. American Journal of Industrial and Business Management, 08(02), 359–372. https://doi.org/10.4236/ajibm.2018.82022
sugiyono. (2017). METODE PENELITIAN 3.1 Jenis Penelitian. Sugiyono.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D . In Alfabeta. (1st ed.).
Syafrida Hafni Sahir. (2021). Metodologi Penelitian. In Penerbit KBM Indonesia (pp. 1–91).
Syam, M. Y., Jl, A., Sudirman, J., & Grogot, T. (2024). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Air Mineral Merek Aqua Pada Shekar Brillyan Renata (SBR) Mart. 1(2), 1–12.
Tamimi, N., & Sebastianelli, R. (2016). How e-tailing attributes affect perceived quality: The potential impact of customer demographics and online behaviors. TQM Journal, 28(4), 547–560. https://doi.org/10.1108/TQM-04-2015-0048
Viedy, E., Lombok, V., Samadi, R. L., Manajemen, J., Ekonomi, F., & Bisnis, D. (n.d.). THE EFFECT OF BRAND IMAGE, BRAND TRUST AND DIGITAL MARKETING ON CONSUMER PURCHASE DECISIONS ON EMINA PRODUCTS (CASE STUDY AT SAM RATULANGI UNIVERSITY STUDENTS).
Vlachos, P. A., & Vrechopoulos, A. P. (2012). Consumer-retailer love and attachment: Antecedents and personality moderators. Journal of Retailing and Consumer Services, 19(2), 218–228. https://doi.org/10.1016/j.jretconser.2012.01.003
Wasis, Y., Dan, K., Lestari, A., Pengaruh, A. ;, Manajemen, J., & Ekonomi, F. (2013). PENGARUH PERSEPSI KUALITAS DAN HARGA TERHADAP MINAT BELI TABLET SAMSUNG GALAXY TAB YULIUS WASIS KRISTYATMOKO ANIK LESTARI ANDJARWATI. In Jurnal Ilmu Manajemen | (Vol. 1). http://tekno.kompas.com,
Wiwin Andriani, & Abdurrahman. (2019). Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Air Mineral dalam Kemasan Merek Dharma. In Jurnal Manajemen dan Bisnis, Vol. 2 No. 1.
Wulandari, S. (2021). Pengaruh Kualitas Produk terhadap Minat Beli Konsumen pada Produk Minuman Kemasan di Surabaya. Jurnal Ilmu Ekonomi dan Bisnis Islam, 6(3), 201–210.
Yu, M., Liu, F., Lee, J., & Soutar, G. (2018). The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention. Journal of Product and Brand Management, 27(4), 440–451. https://doi.org/10.1108/JPBM-01-2017-1396
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Silva Aulia Salsabila (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
