Pengaruh Kualitas Produk dan Citra Merek Terhadap Penetrasi Pasar Industri Kecil Menengah Klaster Batik Di Kota Semarang

Findri Mustika Sari; Saryadi Saryadi

doi:10.14710/jab.v7i1.22610

DOI: https://doi.org/10.14710/jab.v7i1.22610

Pengaruh Kualitas Produk dan Citra Merek Terhadap Penetrasi Pasar Industri Kecil Menengah Klaster Batik Di Kota Semarang

*Findri Mustika Sari - Departemen Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro, Indonesia

Saryadi Saryadi - Departemen Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro, Indonesia

Published: .

Citation Format:

Abstract

Abstract The problem faced by IKM batik in Semarang City is the weakness of the penetration ability of Batik Semarangan style in Semarang City. This can be seen from the low market share in Semarang City, even showing a declining trend from 2012 to 2016. The perceived factor is able to influence the penetration of IKM Batik Semarang market, among others, our product quality and brand image. This study was conducted to determine the effect of product quality and brand image on market penetration of Small and Medium Industry (IKM) Batik in Semarang City. In this study using sampling technique sampling census so that can be taken 74 craftsmen Klaster Batik members in the city of Semarang. The data analysis used is a regression. The results showed that product quality (X1) has a positive and significant influence on market penetration (Y), brand image (X2) has a positive and significant influence on market penetration (Y). The results also show that there is a positive and significant influence between product quality and brand image together to market penetration.

Fulltext View|Download View|Download

Keywords: Brand Image, Product Quality, Market Penetration

Article Metrics:

Article Info

Section: Articles

Language : ID

In Vol 7, No 1 (2018)

Recent articles

Pengaruh Inovasi Produk dan Harga Terhadap Keputusan Pembelian Sepeda Motor Honda Supra X 125 Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J.Co Donuts & Coffee Semarang Pengaruh Iklan, Harga, dan Kepercayaan Merek Terhadap Keputusan Pembelian Kosmetik Revlon More recent articles

Most cited articles

Pengaruh Keselamatan Dan Kesehatan Kerja Terhadap Prestasi Kerja Karyawan Pada PT. PLN (Persero) APJ Semarang Pengaruh Nilai Pelanggan dan Kualitas Layanan Terhadap Loyalitas Pelanggan, Melalui Kepuasan Pelanggan Pada Pelanggan Bus Efisiensi (Studi PO Efisiensi Jurusan Yogyakarta-Cilacap) Pengembangan Pariwisata Berbasis Budaya dan Kearifan Lokal Pengaruh E-Service Quality dan E-Security Seals Terhadap E-Satisfaction Melalui Keputusan Pembelian Konsumen E-Commerce (Studi Kasus pada Konsumen Lazada Indonesia) More cited articles

Last update:

No citation recorded.

Last update: 2024-11-09 00:31:56

No citation recorded.

Starting from 2022, the author(s) whose article is published in the Jurnal Administrasi Bisnis (JAB) attain the copyright for their article and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. By submitting the manuscript to JAB, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

their article is original, written by the mentioned author(s),
has never been published before,
does not contain statements that violate the law, and
does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article in any repository, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal (Jurnal Administrasi Bisnis).

Suppose the article was prepared jointly by more than one author. Each author submitting the manuscript warrants that all co-authors have given their permission to agree to copyright and license notices (agreements) on their behalf and notify co-authors of the terms of this policy. Jurnal Administrasi Bisnis (JAB) will not be held responsible for anything that may arise because of the writer's internal dispute. Jurnal Administrasi Bisnis (JAB) will only communicate with correspondence authors.

Authors should also understand that their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available once published. The license of published articles (and additional data) will be governed by a Creative Commons Attribution-ShareAlike 4.0 International License. Jurnal Administrasi Bisnis (JAB) allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Jurnal Administrasi Bisnis (JAB) to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.