FACTORS INFLUENCING BRAND IMAGE TO SILVERQUEEN
CHOCOLATE PURCHASE DECISIONS
Haris Muda, Nuri Aslami
State Islamic University of North
Sumatra
harismuda378@gmail.com
, nuriaslami@uinsu.ac.id
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Abstrak |
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Received: 03 April
2022 Revised
: 13 April 2022 Accepted: 25 April
2022 |
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Latar Belakang:
Industri coklat merupakan salah satu industri yang peluangnya cukup besar
dengan persaingan yang semakin meningkat. Berbagai merek coklat seperti Silverqueen, Cadbury, Toblerone, dan lain-lain mencoba bersaing dalam pasar
coklat. Tujuan: Untuk mengetahui faktor yang mempengaruhi keputusan dalam pembelian coklat Silverqueen
pada PT. Kota Mas Permai cabang kota Pekanbaru. Metode: Penelitian ini mennggunakan
pendekatan kuantitatif dengan sumber data primer dari hasil wawancara dan
data sekunder dari data perusahaan. Data tersebut kemudian dianalisis dengan
analisis deskriptif kuantitatif. Hasil: Diharapkan perusahaan akan lebih
banyak memberi harga cokelat merek Silverqueen.
Karena melihat angka indikator brand image terendah tentang harga cokelat merek Silverqueen yang terjangkau untuk konsumen cokelat merek Silverqueen, perusahaan harus lebih memperhatikan harga
pasar cokelat merek Silverqueen agar pemilik outlet lebih diminati dalam membeli cokelat Silverqueen. Kesimpulan:
Diharapkan bagi perusahaan untuk memperhatikan segala jenis faktor yang
mempengaruhi keputusan pembelian. Kata kunci: citra merek; coklat; keputusan pembelian |
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Abstract |
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Background: The chocolate industry is one of the industries
whose opportunities are quite large with increasing competition. Various
chocolate brands such as Silverqueen, Cadbury,
Toblerone, and others are trying to compete in the chocolate market. Objective: To find out the factors that influence the
decision in the purchase of Silverqueen chocolate
on PT. Mas Permai City branch of Pekanbaru city. Methods: This research uses a quantitative approach with
primary data sources from interview results and secondary data from company
data. The data is then analyzed with quantitative descriptive analysis. Results: It is expected of the company to price Silverqueen brand chocolates more. Because looking at the
lowest number of brand image indicators about the price of Silverqueen brand chocolate affordable for Silverqueen brand chocolate consumers, then the company
should pay more attention to the market price of Silverqueen
brand chocolate to be more in demand outlet owners in buying Silverqueen chocolate. Conclusion: It is expected
for the company to pay attention to any kind of factors that influence the
purchase decision. Keywords: brand image; chocolate; purchasing decisions |
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*Correspondent Author : Haris
Muda
Email : harismuda378@gmail.com
INTRODUCTION
The chocolate industry is one of the industries
whose opportunities are quite large with increasing competition. Various
chocolate brands such as Silverqueen, Cadbury,
Toblerone, and others are trying to compete in the chocolate market. The
manufacturers compete in making chocolate products and promote them so that
consumers are faced with several types of chocolate with different prices,
quality, and brands.
The number of companies engaged in the chocolate
industry shows that the industry has a level of competition that is fierce. The
increasing competition makes companies in the chocolate industry try to
innovate their products, both in product innovation, and innovation in terms of
product promotion with the aim of sticking the brand in the hearts of consumers.
Silverqueen chocolate is one of the chocolate
industries that are able to compete with the chocolate market in Indonesia
today. Silverqueen chocolate has been produced since
1950, under the auspices of PT. Petra Food Indonesia makes the name Silverqueen become one of the legendary chocolates in
Indonesia. By continuing to maintain the taste, this chocolate still exists
despite the growing number of similar chocolates on the market. Causing the
company must be able to attract consumers to remain an option for consumers of
chocolate products. As for the factors that cause consumers to make decisions
to buy Silverqueen Chocolate products, such as price,
product quality, and brand image of the product. When viewed from the price
factor and product quality, Silverqueen chocolate has
many advantages over other chocolate products, for example in terms of the
taste of chocolate, it still retains its taste from then to now, especially
with many flavors and forms of Silverqueen chocolate
such as Silverqueen Almond, Silverqueen
Cashew Milk Chocolate, Silverqueen Chunky Dark, Silverqueen Montes, Silverqueen Rocker, and Silverqueen Chunky White. In terms of the price of Silverqueen chocolate can adjust in any circle.
However, in the reality of the market, consumers
are still considering brands because consumers actually do not need all the
characteristics contained in the products or services offered
Building a well-known brand must be with a
strategy that can increase the market share of products or services offered
such as increasing awareness, and maintaining and increasing consumer loyalty
In a highly competitive market dynamic, brands
have a very important role as differentiators
From the background of the problems above, the
author formulated the following problem: "How does the influence of brand
image (brand image) on the decision to buy Silverqueen
Chocolate on PT. Pekanbaru branch of Mas Permai City?"
METHOD
This research is quantitative research with the
primary data source used, namely interviews with PT managers. Mas Permai City and secondary data are sales data, a brief
history of the company, and organizational structure. The population in the
study was outlets selling Silverqueen chocolate (269
outlets) with a sample of 73 outlets. The data obtained is then obtained and
then analyzed with quantitative descriptive analysis.
RESULTS
AND DISCUSSION
Purchasing Decision
According to Armstrong et al.
According to Schiffman, a purchasing decision is
the selection of two or more alternative purchasing decision options, meaning
that one can make a decision, and there must be several alternative options
available. Consumers in making the decision to buy a product offered are
influenced by their perception of the price, product, promotion, and place (marketing
mix) that has been set by the company so far
Problem Recognition
The buying process is monitored at the time of
purchase to realize the problem of need. The purchase realizes there is a
difference between the real condition and the condition he wants. A person's
normal needs or external stimuli are hunger and thirst. So that a certain level
of need and turn into encouragement.
Information Search
A consumer who begins to arise interest will be
encouraged to seek more information. We can distinguish two levels, namely the
level of medium-minded information search called increased attention. Active
information search where to find reading materials, call friends and do
activities to find others. Generally, the number of consumer search activities
will increase as consumers move from limited problem-solving situations to
exclusive problem-solving.
Alternative Evaluation
How consumers process information about brand
choices to make the final decision. As it turns out, there is no simple and
single evaluation process used by consumers even by a single consumer in the
entire buyer situation. Now cognitive properties, that is, companies view
consumers as forming an assessment of products mainly on conscious and rational
considerations.
Purchasing Decision
At the evaluation stage consumers form a
preference towards the brands on the device of choice. Consumers also form
buyer goals for those who are most liked. However, the following two factors
can affect the purpose of buying and buying decisions. The main factor is the
attitude of others, the extent to which the attitude of others will reduce the alternative
of one's choice will depend on the intensity of the negative attitude of others
towards the alternative that consumers like the most and the motivation of
consumers to obey the wishes of others. The higher the intensity of the other
person's attitude, the closer the person's relationship with the consumer, and the
more likely the consumer will adjust the purpose of the purchase. The purpose
of the purchase is also influenced by unforeseen circumstances. Consumers form
a purchase destination based on factors such as expected family income and expected
price. At a time when consumers want to act, unexpected circumstances may arise
and change the purpose of buying.
Post Purchase Behavior
After making a purchase of a product, consumers
will experience some level of satisfaction or dissatisfaction. Consumers will
also engage in actions after purchase and usage that will interest marketers.
The decision-making process can be viewed as three
distinct stages that relate to each other: the input stage, the process stage,
and the output stage. The input stage affects the consumer's introduction to
the need for the product and consists of the main source of information. This
stage of the model process focuses on how consumers make decisions. And the
output stage in the model in the consumer decision-making model consists of two
kinds of activities after era-related decision making: buying behavior and
evaluation after buying.
Factors That Influence Consumer Purchasing
Decisions
According to Nugroho and Japarianto
1)
Cultural
Factors: This is the most basic determining factor for a person's desires.
Cultural factors include:
a)
Sub-cultures:
Subcultures can be divided into four types nationalism groups, religious
groups, racial groups, and geographical groups.
b)
Social
Class: A relatively homogeneous and enduring group in a society, which is
hierarchically organized and whose membership has similar values, interests,
and behaviors.
2)
Social
Factors: Social factors include:
a)
Reference
Group: Consists of an entire group that has a direct or indirect influence on a
person's attitudes or behavior.
b)
Family:
Includes orientation family i.e. one's parents and procreation
family i.e. one's spouse and one's children
c)
Role
and Status: The position of a person in each group generally participates in
the group during his or her family, club, and organizational life.
3)
Personal
factors: Personal factors include:
a)
Age
and Stages in the Life Cycle: A person's consumption is also shaped by the
stages of the family life cycle.
b)
Employment:
Identify groups of workers who have interests above the average stages of
certain products and services.
c)
State
of the Economy: Consists of disposable income, the ability to borrow, and an
attitude towards removing opponents from saving.
d)
Lifestyle:
This is a pattern of life in the world expressed by one's activities,
interests, and opinions.
e)
Personality
and Self-Concept: These are different characteristics of psychology and
everyone who views his response to a relatively consistent environment.
4)
Psychological
factors: Psychological factors include:
a)
Motivation:
Is driven by a particular need at certain moments.
b)
Perception:
Defined as the process by which a person chooses, organizes, and interprets
information input to create a meaningful picture.
c)
Learning
process: Explaining changes in one's behavior arising from experience
d)
Trust
and Attitude: This is a descriptive idea that a person has towards something.
CONCLUSION
1) It is expected of the company to price Silverqueen brand chocolates more. Because looking at the
lowest number of brand image indicators about the price of Silverqueen
brand chocolate affordable for Silverqueen brand
chocolate consumers, then the company should pay more attention to the market
price of Silverqueen brand chocolate to be more in
demand outlet owners in buying Silverqueen chocolate;
2) It is expected for the company to pay
attention to any kind of factors that influence the purchase decision. It can
be seen from the figures from the purchase decision indicator that after buying
Silverqueen brand chocolate consumers will buy back
with the same brand because consumers feel satisfied. Therefore, the company
should pay attention to all kinds of factors that affect the decision of the
outlet owner's purchase of Silverqueen brand
chocolate so that it can affect customer decisions in buying Silverqueen brand chocolate; and
3) The company should focus its marketing
policy more on outlets to maintain or maintain and increase the strength of the
Silverqueen brand chocolate brand association.
Improving innovation as well as chocolate variants that the company needs to
improve in establishing an approach with customers so that customers can
recommend Silverqueen brand chocolate to be another
customer's decision in its purchase.
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© 2022 by the authors.
Submitted for possible open access publication under the terms and conditions
of the Creative Commons Attribution (CC BY SA) license (https://creativecommons.org/licenses/by-sa/4.0/). |