Pengaruh Brand Association dan Price Terhadap Purchase Decision

Abstract

Abstrak. Penelitian ini berfokus kepada variabel brand association, price, dan keputusan pembelian. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh antara brand association, price, serta peran keputusan pembelian sebagai variabel dependen pada Hijab Khawla di Cibiru Bandung. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah konsumen Hijab Khawla di Bandung berjumlah 100 orang yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 91 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, Uji f, Uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa brand association secara parsial berpengaruh signifikan terhadap keputusan pembelian, dan price secara parsial berpengaruh signifikan terhadap keputusan pembelian. Lalu secara simultan brand association dan price, berpengaruh signifikan terhadap keputusan pembelian Abstract. Abstract (Indonesian and English. Consists of 200-250 words. Made in one paragraph, consisting of: background, research objectives, theoretical assumptions, methodology and research results). (gunakan Style The research focuses on variables such as brand association, price, and purchase decisions. The aim of this research is to know the influence between brand association, price, as well as the role of purchasing decisions as a variable dependent on Hijab Khawla in Cibiru Bandung. The method used in this research is a survey method with a questionnaire instrument as a data collection technique. The object of this study was a Hijab Khawla consumer in Bandung with a total of 100 people who were reclassified based on sampling criteria to 91 people. Sampling techniques in this study use purposive sampling. The data analysis used in this study is descriptive and verification analysis using double linear regression analysis, test f, test t, and determination coefficient. The results of this study showed that brand associations partially have a significant influence on purchasing decisions, and price partially has a significant impact on purchase decisions. At the same time, brand association and price have a significant influence on the purchase decision.