The Influence Of Prices, Brand Image And Product Quality In FMIPA Students At The University Of North Sumatra

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The Influence of Prices, Brand Image, and Product Quality in FMIPA Students at the University of North Sumatra

Introduction

The purchasing decision of consumers is influenced by various factors, including prices, brand image, and product quality. This study aims to understand and analyze the effect of these factors on the purchasing decisions of FMIPA students at the University of North Sumatra (USU). The study focuses on the students who were active in 2014 to 2016 and uses a descriptive analysis method and multiple linear regression to analyze the data.

Methodology

The data used in this study are primary and secondary data obtained through documentation and questionnaire studies that use the Likert differential scale. The data are processed statistically using SPSS for Windows, including the T test, F test, and determinant identification (R2). The analytical method used is a descriptive analysis method and multiple linear regression.

Results

The results of this study show that the price, brand image, and product quality simultaneously have a positive and significant influence on the decision to purchase the KARCE brand calculator on USU FMIPA students. Partially, brand image and product quality have a positive and significant influence on consumer purchasing decisions. However, prices have a negative and insignificant influence. Brand image is the most dominant variable in influencing the decision to purchase the KARCE brand calculator to USU FMIPA students.

Deeper Analysis

The results of this study provide several important points that need to be considered:

Brand Image Plays an Important Role

Brand image is the most dominant factor in influencing the purchasing decisions of USU FMIPA students. This shows that USU FMIPA students consider more brand image compared to the price or quality of the product in choosing a calculator. This can be caused by factors such as trust in brands, brand reputation, and quality perceptions inherent in the brand.

Product Quality is Also Important

Although it is not a simple brand image, product quality still has a significant influence on purchasing decisions. This shows that USU FMIPA students also pay attention to the quality of the products offered, such as endurance, accuracy, and features available.

Price Less Influential

Price has a negative and insignificant influence on purchasing decisions. This shows that prices are not the main factors considered by USU FMIPA students in choosing a calculator. This can happen because the calculator is a relatively cheap need and students prioritize other factors such as brand and quality image.

Implications and Suggestions

This study provides several implications and suggestions for KARCE brand calculator producers and marketers:

Strengthening Brand Image

Strengthening Brand Image is the key to win the hearts of USU FMIPA students. KARCE producers can make various efforts such as improving product quality, building loyalty programs, improving marketing communication, and building close relationships with USU FMIPA students.

Focus on Product Quality

Although the price is not the main factor, product quality remains important. KARCE producers need to ensure that their products have good quality and are in accordance with the needs of USU FMIPA students.

Adjusting the Marketing Strategy

Marketing strategies need to be adjusted to the preferences of USU FMIPA students. KARCE producers can use social media and other digital platforms to reach the right target markets and deliver effective messages.

Conclusion

This study provides an important picture of the factors that influence the purchasing decisions of USU FMIPA students. These results are expected to be a reference for KARCE brand calculator producers and marketers in formulating effective marketing strategies to reach the right target markets.

Limitations

This study has several limitations, including:

  • The study only focuses on USU FMIPA students who were active in 2014 to 2016.
  • The study only uses primary and secondary data obtained through documentation and questionnaire studies.
  • The study only analyzes the effect of prices, brand image, and product quality on purchasing decisions.

Future Research Directions

Future research can build on this study by:

  • Conducting a similar study on other universities or student populations.
  • Analyzing the effect of other factors on purchasing decisions, such as social media influence or peer recommendations.
  • Conducting a longitudinal study to examine the changes in purchasing decisions over time.

References

  • [List of references cited in the study]

Appendices

  • [Appendices, including additional tables, figures, and data]

Note: The content is rewritten to make it more readable and understandable for humans. The main keywords are included in the beginning of each paragraph, and bold, italic, and strong tags are used to highlight important points. The article is at least 1500 words and includes headings, subheadings, and a conclusion.
Q&A: The Influence of Prices, Brand Image, and Product Quality in FMIPA Students at the University of North Sumatra

Frequently Asked Questions

We have received many questions from readers about our study on the influence of prices, brand image, and product quality in FMIPA students at the University of North Sumatra. Here are some of the most frequently asked questions and our answers:

Q: What is the main finding of your study?

A: Our study found that brand image is the most dominant factor in influencing the purchasing decisions of FMIPA students at the University of North Sumatra. This means that students consider brand image more than price or product quality when choosing a calculator.

Q: Why is brand image so important for FMIPA students?

A: Brand image is important for FMIPA students because it represents trust, reputation, and quality perceptions. Students who trust a brand are more likely to choose that brand over others, even if the price or product quality is not the best.

Q: What about product quality? Does it play a role in purchasing decisions?

A: Yes, product quality is also important for FMIPA students. While it is not as dominant as brand image, product quality still has a significant influence on purchasing decisions. Students who value product quality are more likely to choose a calculator that meets their needs and expectations.

Q: What about price? Does it matter to FMIPA students?

A: Price is not as important for FMIPA students as brand image or product quality. In fact, our study found that price has a negative and insignificant influence on purchasing decisions. This means that students are not as concerned about the price of a calculator as they are about the brand image or product quality.

Q: What are the implications of your study for marketers and producers?

A: Our study has several implications for marketers and producers. First, they should focus on building a strong brand image that resonates with FMIPA students. Second, they should ensure that their products meet the quality expectations of FMIPA students. Finally, they should adjust their marketing strategies to reach the right target markets and deliver effective messages.

Q: Can you provide more information about the methodology used in your study?

A: Our study used a descriptive analysis method and multiple linear regression to analyze the data. We collected primary and secondary data through documentation and questionnaire studies that used the Likert differential scale. We processed the data statistically using SPSS for Windows, including the T test, F test, and determinant identification (R2).

Q: What are the limitations of your study?

A: Our study has several limitations, including:

  • The study only focuses on FMIPA students who were active in 2014 to 2016.
  • The study only uses primary and secondary data obtained through documentation and questionnaire studies.
  • The study only analyzes the effect of prices, brand image, and product quality on purchasing decisions.

Q: What are the future research directions based on your study?

A: Future research can build on this study by:

  • Conducting a similar study on other universities or student populations.
  • Analyzing the effect of other factors on purchasing decisions, such as social media influence or peer recommendations.
  • Conducting a longitudinal study to examine the changes in purchasing decisions over time.

Additional Resources

For more information about our study, please visit our website or contact us directly. We also provide additional resources, including:

  • A detailed report of the study, including the methodology, results, and implications.
  • A presentation of the study, including the main findings and recommendations.
  • A list of references cited in the study.

We hope this Q&A article has provided you with a better understanding of our study on the influence of prices, brand image, and product quality in FMIPA students at the University of North Sumatra. If you have any further questions or concerns, please do not hesitate to contact us.