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Citra Merek Produk Wuling Terhadap Minat Membeli Melalui Harga Produk Sebagai Variabel Intervening

Management Dynamics Conference 8 · Vol. 8 No. 1 (2023) · pp. 499–506

Published
2023-06-22
Publisher
FPJM
Language
en

Abstract

ABSTRACT This study aims to determine the effect of brand image on the intention to buy Wuling products with price satisfaction as the intervening variable. The approach used in this research is a quantitative approach. The sampling technique used in this study is non-probability sampling. The number of respondents in this study were 102 people. Data analysis in this study used SmartPLS software. The results of this study are brand image on purchase intention has a positive and significant effect, brand image has a positive and significant effect on price, price has a positive and significant effect on purchase intention, and price is able to mediate brand image on purchase intention. The conclusion in this study is that brand image can influence directly or indirectly the interest in buying Wuling products for the people of Makassar city. ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap minat membeli produk Wuling dengan kepuasan harga sebagai variabel intervening. Pendekatan yang digunakan penelitian ini yaitu pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling. Jumlah responden dalam penelitian ini adalah sebanyak 102 orang. Analisis data dalam penelitian ini menggunakan software SmartPLS. Hasil penelitian ini adalah citra merek terhadap minat membeli berpengaruh positif dan signifikan, citra merek terhadap harga berpengaruh positif dan signifikan, harga terhadap minat membeli berpengaruh positif dan signifikan, dan harga mampu memediasi citra merek terhadap minat membeli. Kesimpulan dalam penelitian ini adalah, bahwa citra merek mampu berpengaruh secara langsung maupun tidak langsung kepada minat membeli produk Wuling bagi masyarakat kota Makassar.

Keywords

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11 authors · 15 co-authorship links

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Co-authorOrganisationJoint articles
SYAMSU ALAMAffiliation unknown1
Dewi Putri Anjar WulanAffiliation unknown1
Muhammad AsdarAffiliation unknown1
Ardhia Pramesti Regitha MukmininAffiliation unknown1
Ria MardianaAffiliation unknown1
Hardianti AntiAffiliation unknown1
Siti HaeraniAffiliation unknown1
rahma tammuAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/madic8/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Citra Merek Produk Wuling Terhadap Minat Membeli Melalui Harga Produk Sebagai Variabel Intervening</dc:title>
	<dc:creator xml:lang="en">Haritza, Dita </dc:creator>
	<dc:creator xml:lang="en">Munir, Abdul </dc:creator>
	<dc:creator xml:lang="en">Umar, Fauziah </dc:creator>
	<dc:subject xml:lang="en">Citra Merek</dc:subject>
	<dc:subject xml:lang="en">Harga</dc:subject>
	<dc:subject xml:lang="en">Minat Membeli</dc:subject>
	<dc:subject xml:lang="en">Brand Image</dc:subject>
	<dc:subject xml:lang="en">Price</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:description xml:lang="en">ABSTRACT
This study aims to determine the effect of brand image on the intention to buy Wuling products with price satisfaction as the intervening variable. The approach used in this research is a quantitative approach. The sampling technique used in this study is non-probability sampling. The number of respondents in this study were 102 people. Data analysis in this study used SmartPLS software. The results of this study are brand image on purchase intention has a positive and significant effect, brand image has a positive and significant effect on price, price has a positive and significant effect on purchase intention, and price is able to mediate brand image on purchase intention. The conclusion in this study is that brand image can influence directly or indirectly the interest in buying Wuling products for the people of Makassar city.
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap minat membeli produk Wuling dengan kepuasan harga sebagai variabel intervening. Pendekatan yang digunakan penelitian ini yaitu pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling. Jumlah responden dalam penelitian ini adalah sebanyak 102 orang. Analisis data dalam penelitian ini menggunakan software SmartPLS. Hasil penelitian ini adalah citra merek terhadap minat membeli berpengaruh positif dan signifikan, citra merek terhadap harga berpengaruh positif dan signifikan, harga terhadap minat membeli berpengaruh positif dan signifikan, dan harga mampu memediasi citra merek terhadap minat membeli. Kesimpulan dalam penelitian ini adalah, bahwa citra merek mampu berpengaruh secara langsung maupun tidak langsung kepada minat membeli produk Wuling bagi masyarakat kota Makassar.
 </dc:description>
	<dc:publisher xml:lang="en">FPJM</dc:publisher>
	<dc:date>2023-06-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/madic8/article/view/25818</dc:identifier>
	<dc:source xml:lang="en">Management Dynamics Conference 8; Vol. 8 No. 1 (2023): MADIC ; 499-506</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/madic8/article/view/25818/10043</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2023 Management Dynamics Conference 8</dc:rights>
</oai_dc:dc>