Abstract
<p><em>The research aims to analyze the relationship between brand image and price perception with purchasing decisions at PT. Humpuss Trading, Jakarta. The study population was 140 customers and the number of samples 104 respondents using proportional random sampling technique. The research method used was a survey with a correlational approach consisting of two independent variables namely brand image and price perception and one dependent variable, namely purchasing decisions. The results showed that there was a positive and significant relationship between brand image and purchase decision, there was a positive and significant relationship between price perception and purchase decision, there was a positive and significant relationship between brand image and price perception simultaneously with purchase decisions. Thus it can be concluded that purchasing decisions can be improved through brand image and price perception partially or simultaneously.</em></p>
Highlights
The research aims to analyze the relationship between brand image and price perception with purchasing decisions at PT
The results showed that there was a positive and significant relationship between brand image and purchase decision, there was a positive and significant relationship between price perception and purchase decision, there was a positive and significant relationship between brand image and price perception simultaneously with purchase decisions
Pengaruh Kualitas Produk, Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian
Summary
Humpuss Trading adalah salah satu Perusahaan Swasta Nasional yang memperjualbelikan BBM Solar Non Subsidi untuk Tambang/Industri. Dengan diterbitkannya Undang-undang nomor 22 tahun 2001 tentang Minyak dan Gas Bumi, pemerintah Indonesia telah membuka peluang usaha bagi Perusahaan Swasta Nasional sehingga Perusahaan Swasta Nasional dapat ikut serta dalam penyediaaan BBM di dalam negeri. Volume penjualan suatu produk akan terkait dengan keputusan pembelian. Namun temuan penelitian Cahya dan Shihab (2018), dan Syamsidar dan Soliha (2019) menunjukkan bahwa citra merek tidak berpengaruh pada keputusan pembelian. Temuan penelitian yang dilakukan oleh Nurhayati, (2017), Sari, Tjahjaningsih, dan Hayuningtias (2018) dan Cahya dan Shihab (2018) menunjukkan bahwa persepsi harga tidak berpengaruh terhadap keputusan pembelian. Berdasarkan latar belakang, maka tujuan penelitian adalah untuk menganalisis hubungan antara citra merek dan persepsi harga dengan keputusan pembelian pada BBM solar industri
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