Abstract
This study aims to determine (1) the effect of brand image on purchasing decisions for Bimoli cooking oil at CV Anugrah Agung, (2) the effect of price on buying decisions for Bimoli cooking oil at CV. Anugrah Agung, (3) Influence of Brand Image and Price on Purchase Decision of Bimoli Cooking Oil at CV Anugrah Agung. This research is a descriptive analysis research using a quantitative approach.Collecting data using observation, documentation and questionnaires. The sample, in this study amounted to 80 people and used a random sample method (probability sampling). The validity test used Cronbach's Alpha. Data analysis used multiple linear regression. The results of the study found that (1) Brand Image has a positive and significant effect on purchasing decisions, the value of sig. 0.004 <α 0.005 indicates that H0 is rejected and H1 is rejected.(2) Price has a positive and significant effect on purchasing decisions, the value of Sig.t is 0.000<α 0.05 which indicates that H0 is rejected and H1 is accepted. (3) Brand Image and Price Together have a positive and significant influence on purchasing decisions.The simultaneous contribution or contribution of Brand Image and Price variables to purchasing decisions is 89.4% while 17.4% is determined by other variables not examined in this study.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Applied Management and Accounting Science
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
