The effect of brand image and price on purchasing decisions at Samase Bandung
Article Sidebar
Brand Image,
Purchase Decision,
Product
Main Article Content
Abstract
The purpose of this research is to discover whether or not consumers at Samase Bandung take brand image and price into consideration concurrently or in part when making selections about which products to buy. Methods of quantitative research were utilized throughout the course of this investigation. The method of research that is carried out is known as field research. In this study, the methods of analysis that were applied were descriptive analysis of the respondents and variables, descriptive statistical analysis of the variables, a test of the precondition assumption, multiple linear regression analysis, and testing of the hypothesis. The findings of the study indicate that the significance value for the simultaneous test (Test F) is 0.000 < 0.05, which indicates that brand image and price concurrently have an effect that is both positive and significant on product purchasing decisions made at Samase Bandung. According to the findings of the partial test (t test), the significance value of brand image is 0.000 < 0.05, which indicates that brand image has a positive and significant effect on the decisions that customers make regarding the products that they purchase at Samase Bandung. In spite of the fact that the price significance value is 0.000 < 0.05, this indicates that the price has a favorable and significant impact on the consumer's decision to buy Samase Bandung products.
Article Details
References
Amilia, S. (2017). Pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian handphone merek xiaomi di kota langsa. Jurnal Manajemen Dan Keuangan, 6(1), 660-669.
Cahyono, E. (2018). Pengaruh citra merek, harga dan promosi terhadap keputusan pembelian HP merek Oppo di Sleman Daerah Istimewa Yogyakarta. Jurnal Bisnis, Manajemen, Dan Akuntansi, 5(1), 61-75.
Damayanti, S. I. (2014). Perkembangan Desain Busana Muslim dalam Tinjauan Sosiologis. Corak, 3(1).
Freddy Rangkuti. (2010). The Power of Brands. Jakarta: Gramedia pustaka utama.
Gofur, A. (2019). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 37-44.
Lestarie, N. A., Budianto, A., & Prabowo, F. H. E. (2020). Pengaruh Perceived Ease Of Use Dan Perceived Usefulness Terhadap Keputusan Pembelian. Jurnal Bina Bangsa Ekonomika, 13(2), 194-200.
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara: Jurnal Vokasi Administrasi Bisnis, 1(2), 71-83.
Nasution, M. F. R. (2014). Pengaruh promosi dan harga terhadap minat beli perumahan obama PT. Nailah Adi Kurnia SEI Mencirim Medan. Jurnal Ilmiah Manajemen dan Bisnis, 14(2).
Rohmawati, H. S. (2020). Busana Muslimah dan Dinamikanya di indonesia. Aqlam: Journal of Islam and Plurality, 5(1).
Setyarko, Y. (2016). Analisis persepsi harga, promosi, kualitas layanan, dan kemudahan penggunaan terhadap keputusan pembelian produk secara online. Jurnal Ekonomika dan Manajemen, 5(2), 128-147.
Simarmata, H. M. P., Revida, E., Kato, I., Sari, H., Simatupang, S., Sudarso, A., ... & Muliatie, Y. E. (2021). Manajemen Perilaku Konsumen dan Loyalitas. Yayasan Kita Menulis.
Soliha, E. (2008). Analisis industri ritel di Indonesia. Jurnal Bisnis dan Ekonomi, 15(2), 24251.
Subianto, T. (2007). Studi tentang perilaku konsumen beserta implikasinya terhadap keputusan pembelian. Jurnal Ekonomi Modernisasi, 3(3), 165-182.
Suciningtyas, W. (2012). Pengaruh Brand Awareness, brand image, dan media communication terhadap keputusan pembelian. Management Analysis Journal, 1(1).
Sugiyono, P. (2011). Metodologi penelitian kuantitatif kualitatif dan R&D. Alpabeta, Bandung, 62-70.
Tjiptono, F. (2010). Strategi Pemasaran. Edisi ketujuh. Yogyakarta : Andi.
Wulandari, R. D., & Iskandar, D. A. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 3(1), 11-18.