Apakah Harga dan Brand Image Berpengaruh Terhadap Keputusan Pembelian? | Zendy

Nurul Maulida | Zendy; Siska Maya | Zendy

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Apakah Harga dan Brand Image Berpengaruh Terhadap Keputusan Pembelian?

Author(s) -

Nurul Maulida,

Siska Maya

Publication year - 2020

Publication title -

business innovation and entrepreneurship journal

Language(s) - English

Resource type - Journals

ISSN - 2684-8945

DOI - 10.35899/biej.v2i3.130

Subject(s) - accidental sampling , nonprobability sampling , brand image , purchasing , purchasing decision , business administration , advertising , sampling (signal processing) , mathematics , business , computer science , marketing , population , computer vision , sociology , demography , filter (signal processing)

– The purpose of this study is to determine the effect of price and brand image on purchasing decisions. The method used in this research is nonprobability sampling. The sampling technique used in this study was accidental sampling, data collection using a questionnaire. Data analysis uses multiple linear regression. The results showed that price influences purchasing decisions and brand image influences purchasing decisions. Simultaneously brand image has a significant effect on purchasing decisions. Abstrak– Tujuan dari penelitian ini yaitu mengetahui pengaruh harga dan brand image terhadap keputusan pembelian. Metode yang digunakan dalamalam penelitian ini adalah nonprobability sampling. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah accidental sampling, pengumpulan data menggunakan kuesioner. Analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa harga berpengaruh terhadap keputusan pembelian dan brand image berpengaruh terhadap keputusan pembelian. Secara simulta brand image berpengaruh signifikan terhadap keputusan pembelian.

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