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PENGARUH BRAND IMAGE, CORPORATE SOCIAL RESPONSIBILITY, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN
PRODUK THE BODY SHOP SUN PLAZA MEDAN DENGAN HARGA SEBAGAI VARIABEL MODERATING
ABSTRAK
The Body Shop merupakan salah satu perusahaan internasional yang menawarkan produk perawatan kecantikan dan kosmetik yang terbuat dari bahan-bahan alami yang didatangkan dari berbagai negara. Salah satu faktor yang dapat membuat konsumen memutuskan untuk melakukan pembelian produk The Body Shop antara lain brand image, corporate social responsibility (CSR), kualitas produk, dan harga produk yang akan dibeli. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand image, corporate social responsibility (CSR), dan kualitas produk terhadap keputusan pembelian produk The Body Shop dengan harga sebagai variabel moderating. Populasi dalam penelitian ini sebanyak 287.840 orang member The Body Shop dari tahun 2013 – Pebruari 2016. Dengan rumus Slovin maka diperoleh jumlah sampel sebanyak 99,96 orang atau dibulatkan menjadi 100 orang sampel. Data diambil dengan cara menyebarkan kuesioner kepada pelanggan. Teknik analisis data menggunakan regresi linier berganda dan Uji Residual. Hasil penelitian menunjukkan secara simultan brand image, corporate social responsibility (CSR), dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian dan memiliki pengaruh positif dan signifikan secara parsial brand image, corporate social responsibility
(CSR), dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Harga dapat memoderasi pengaruh brand image, corporate social responsibility (CSR), dan kualitas produk terhadap keputusan pembelian produk The Body Shop Sun Plaza Medan.
Kata kunci : Brand Image, Corporate Social Responsibility (CSR), Kualitas Produk, Harga, Keputusan Pembelian
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THE EFFECT OF BRAND IMAGE, CORPORATE SOCIAL RESPONSIBILITY, AND QUALITY OF PRODUCT ON
PURCHASE DECISION PRODUCTS IN THE BODY SHOP SUN PLAZA MEDAN WITH PRICE
AS THE MODERATING VARIABLE
ABSTRACT
The Body Shop is one of international company that offers beauty care and cosmetics products made from natural materials imported from various countries. One of factor that can make consumers decided to purchase The Body
Shop’s products are the brand image, corporate social responsibility (CSR),
quality of product, and product’s price. This study aims to determine and analyze
the effect of brand image, corporate social responsibility, and quality of product on purchase decision products in The Body Shop Sun Plaza Medan with price as the moderating variable. The population in this study are 287.840 members of The Body Shop from 2013 – February 2016. Using Slovin’s formula then obtained total sample as many as 99,96 customers or 100 customers. Data collected by distributing questionnaires to customers. Data were analyzed using multiple linear regression and residual test. Results showed simultaneous brand image, corporate social responsibility (CSR), and quality of product have positive and significant influence on purchasing decisions and has a positive and significant effect partial brand image, corporate social responsibility (CSR), and quality of product to the purchasing decision. The effect of brand image, corporate social responsibility (CSR), and quality of product to the purchasing decision is
moderated by price in The Body Shop’s product Sun Plaza Medan.
Keywords : Brand Image, Corporate Social Responsibility (CSR), Quality of Products, Price, Purchasing Decisions
