scholarly journals THE INFLUENCE OF BRAND IMAGE AND PRICE PERCEPTION ON PURCHASE DECISIONS

2019 ◽  
Vol 8 (2) ◽  
pp. 16-21
Author(s):  
Fitriana Umbola ◽  
Priska Mawuntu ◽  
Michel Potolau
Keyword(s):  
Sample Size ◽  
Multiple Regression ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Marketing Department ◽  
Price Perception ◽  
The Public ◽  
A Company

The success of a company is inseparable from the ability of the marketing department to help companies to know the extent to which both the brand and price are well known and perceived by the public. This study aims to examine the influence of brand image and price perception on purchase decisions. The sample size is 87 buyer of motorcycle. Data was analysed by using multiple regression. The result shows that there is an influence of brand image and price perception on the purchase decision.

scholarly journals The Effect of Performance, Price Perception, Brand Image, and Brand Association on Purchase Decision of Honda CBR150R in Surabaya

2021 ◽  
Vol 4 (1) ◽  
pp. 97-107
Author(s):  
Ponta Dewa Saktiawan ◽  
Soni Harsono
Keyword(s):  
Automotive Industry ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Inclusion Criteria ◽  
Price Perception ◽  
Brand Association ◽  
Negative Effect ◽  
Correlational Data ◽  
Positive Effect

 In the automotive industry, the consumer purchase decision is the most important aspect of the company's life cycle because it can affect profitability, especially for Honda CBR 150R. This study aims to analyze the effect of performance, price perception, brand image, and brand association on the purchase decision of Honda CBR 150R in Surabaya. The research design is descriptive-correlational. Data were collected by distributing 113 questionnaires to the respondents who met the inclusion criteria. The data were analyzed using multiple regression analysis. This research shows that performance and price perception have a negative effect on purchase decisions, but not significantly. The brand image has a positive effect on the purchase decision, but not significantly. On the other hand, the brand association has a positive and significant effect on a purchase decision. It can be concluded that brand association is the most important aspect in Honda CBR 150R purchase decision.

scholarly journals ANALISIS KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK DAN PERSEPSI HARGA PADA PT. HUMPUSS TRADING JAKARTA

INOVATOR ◽  
2020 ◽  
Vol 9 (1) ◽  
pp. 8
Author(s):  
Yulianingsih Yulianingsih ◽  
Tini Kartini ◽  
Dede Kurniawan
Keyword(s):  
Significant Relationship ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Price Perception ◽  
Correlational Approach ◽  
Study Population ◽  
The Relationship

<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>

scholarly journals ANALISIS PENGARUH CITRA PRODUK TERHADAP KEPUTUSAN PEMBELIAN SABUN CUCI PAKAIAN RINSO PADA MAHASISWA/I PERGURUAN TINGGI DI BOGOR

2019 ◽  
Vol 9 (2) ◽  
pp. 147
Author(s):  
Mohammad Argya
Keyword(s):  
Multiple Regression ◽  
Correlation Coefficient ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Know How ◽  
Regression Methods

The purpose of this study is to know how big the influence of Brand Image Detergent Rinso of purchase decision on students of STEI Tazkia, Pakuan University and Djuanda University in Bogor. The method used in this study is multiple regression methods to see the influence of the Brand Image of Detergent Rinso purchase decisions and use the correlation coefficient to see how much the influence brand image of Detergent Rinso purchase decision on students of STEI Tazkia, Pakuan University and Djuanda in Bogor. Based on the analysis, known that the influence of the Brand Image of Detergent Rinso purchase decisions classified as strong enough seen from the values of r = 0,642. In addition, based on the calculated correlation coefficient demonstrate the value of rsquare = 0,412, shows that for 41,2% purchasing of Detergent Rinso are influenced by a Brand Image while the remaining 58,8% influenced by other factors is not examined.

scholarly journals Analisis Pengaruh Brand Image, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil (Studi Kasus Mobil LCGC di Surakarta)

2017 ◽  
Vol 12 (1) ◽  
Author(s):  
Budi Istiyanto, Lailatan Nugroho
Keyword(s):  
Data Collection ◽  
Multiple Regression ◽  
Brand Image ◽  
Low Cost ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Quality Product ◽  
Quality Of Products

AbstractThis study aimed to determine the effect of variable brand image, price, quality of product to decision of purchasing a car LCGC (Low Cost Green Car), either partial or jointly and to find among variables brand image, price, and quality of products which are larger role in influencing purchasing decisions LCGC car. Data collection techniques researchers did by observation and questionnaires directly by visiting the object of the research is to consumers who have made a purchase decision, especially type Agya LCGC car, AYLA, and Karimun Wagon R in Surakarta which would then be sampled. The data have been collected and tabulated and analyzed using multiple regression analysis.The results showed that the variables that significantly affect purchasing decisions is price and quality of products. While the variable Brand Image does not affect significantly. While the variables that affect predominantly variable price.Keyword: Brand Image, Price, Quality Product, Purchase Decision AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh antara variable brand image, harga, dan kualitas produk terhadap keputusan pembelian mobil LCGC (Low Cost Green Car) baik secara partial maupun secara bersama-sama dan untuk mengetahui diantara variable brand image, harga, dan kualitas produk mana yang lebih berperan dalam mempengaruhi keputusan pembelian mobil LCGC. Teknik pengumpulan data peneliti lakukan dengan cara observasi dan penyebaran kuisioner secara langsung dengan cara mendatangi obyek penelitian yaitu kepada konsumen yang telah melakukan keputusan pembelian mobil LCGC terutama type AGYA,AYLA, dan Karimun Wagon R di wilayah Surakarta yang selanjutnya akan dijadikan sampel. Data yang telah terkumpul kemudian ditabulasi dan diolah dengan menggunakan analisis regresi berganda.Hasil penelitian menunjukkan bahwa variabel yang mempengaruhi secara signifikan keputusan pembelian adalah harga dan kualitas produk. Sedangkan variabel Brand Image tidak mempengaruhi secara signifikan. Sedangkan variabel yang berpengaruh secara dominan adalah variabel harga.Kata kunci: Brand Image, Harga, Kualitas Produk, Keputusan Pembelian

scholarly journals The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
ANINDYA PRAMESTIARA ◽  
RAHAB RAHAB
Keyword(s):  
Social Media ◽  
Research Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Sampling Techniques ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

scholarly journals Pengaruh Kualitas Produk, Promosi, dan Citra Merek terhadap Keputusan Pembelian Kopi Merek Moola Pedawa

2021 ◽  
Vol 7 (1) ◽  
pp. 56
Author(s):  
Vika Ervina ◽  
Made Ary Meitriana
Keyword(s):  
Data Analysis ◽  
Linear Regression ◽  
Product Quality ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Collection Method ◽  
Analysis Technique ◽  
Quality Promotion

The purpose of this study was to discover the effect of product quality, promotion and brand image on the purchase decision of Moola Pedawa Coffee. This type of research is associative with a quantitative approach. The population was customers who have bought and consumed Moola Pedawa Coffee for 384 respondents, collected by the purposive sampling technique. The data collection method was using questionnaires. The data analysis technique was using multiple linear regression. Hypothesis tests were conducted using the t test and f test. The results showed that partially and simultaneously product quality, promotion, and brand image have a positively effect on purchase decisions

Effect of Cynical Individual Factor on the Reverse Mobbing Tendency

2017 ◽  
pp. 276-308 ◽  
Author(s):  
H. Tezcan Uysal ◽  
İ. Alper Gedik
Keyword(s):  
Organizational Climate ◽  
Sample Size ◽  
Multiple Regression ◽  
Significant Relationship ◽  
Survey Method ◽  
Individual Factor ◽  
The Public ◽  
Medium Level

The purpose of this chapter is to reveal the interaction between the cynicism levels and reverse mobbing tendencies of employees under the same organizational climate. In line with this purpose, a study was performed via the survey method on 120 people in a public institute in Turkey. The sample size of the study is limited with the public institute included in the study due to cynicism and reverse mobbing levels vary in each organizational climate. The data obtained from the study were analyzed using the confidence, correlation, multiple regression and Kruskal-Wallis H tests. According to the results of these analyses, a medium-level positive significant relationship was determined between the cynicism levels and reverse mobbing tendencies of the employees. The cynicism dimension that increases the reverse mobbing tendency of the employees most was determined to be the behavioral cynicism with the coefficient of 1.922. As a result, cynicism was added to the literature as a new factor affecting the reverse mobbing significantly.

scholarly journals The Influence of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decision at Dealer CV. Andalas Motor Bengkalis

2021 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Malika Nefti Budi Asih ◽  
Hutomo Atman Maulana
Keyword(s):  
Linear Regression ◽  
Service Quality ◽  
Regression Model ◽  
Multiple Linear Regression ◽  
Sample Size ◽  
Brand Loyalty ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Purchasing Decisions

This study aims to determine the effect of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decisions at dealer CV.Andalas Motor Bengkalis. This research is associative research. The population used by consumers who buy motorbikes at dealer CV Andalas Motor Bengkalis with a sample size of 100 respondents. The technique used is multiple linear regression with the regression model Y=1.821 + 0.163X1 + 0.299X2 + 0.207X3 + e. The results of this study indicate that partially service quality has a positive and significant effect on purchasing decisions with tcount 2.466, price has a positive and significant effect on purchasing decisions with tcount 4.045. Brand loyalty has a positive and significant effect on purchasing decisions with tcount 6.158. Simultaneously, Service Quality, Price, and Brand Loyalty have a positive and significant effect on motorcycle purchasing decisions at dealer CV.Andalas Motor Bengkalis with Fcount 67.837 seen from the coefficient of determination 67.9%.

scholarly journals The Effect of Product Innovation and Price on Purchasing Decisions on Shopee Users in Bandung in 2021

2021 ◽  
Vol 12 (4) ◽  
pp. 747-753
Author(s):  
Didi Tarmidi, Et. al.
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Multiple Regression ◽  
Significant Influence ◽  
Product Innovation ◽  
Secondary Data ◽  
Quantitative Approach ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Purchasing Decisions

The purpose of this research is to explain how much Product Innovation and Price Influence Purchase Decisions on Shopee application in Bandung. This study used a quantitative approach with 100 respondents who used the Shopee application and the process of calculating multiple regression analysis in the process by SPSS25 software. The main data of this study was obtained from questionnaires, and secondary data obtained through the publication of journals and textbooks. Based on the results of the study that the variables Product Innovation and Price have a significant influence together on the Purchase Decision, but for variables Product Innovation has a less significant influence on the Price Decision. This shows us that Shopee app users in Bandung have other perspectives when making purchasing decisions instead of just Product Innovation that is considered.

scholarly journals THE INFLUENCE OF BRAND IMAGE, PRICE, PRODUCT QUALITY AND PERCEIVE RISK ON PURCHASE DECISION TRANSFORMER PRODUCT PT. SCHNEIDER INDONESIA

2017 ◽  
Vol 8 (1) ◽  
pp. 101
Author(s):  
Mohammad Rizan ◽  
Muthya Octariany Nauli ◽  
Saparuddin Mukhtar
Keyword(s):  
Product Quality ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Business Unit ◽  
Purchasing Decisions ◽  
Independent Variables ◽  
The Third ◽  
Perceive Risk ◽  
Positive Effect

The aim of this objective reserach is to find a picture of the influence of brand image, price, product quality and perceive risk on purchase decision transformer product PT. Schneider Indonesia for business consumers in Indonesia. This research is quantitative study with descriptive and causal method undertaken at PT. Schneider Indonesia business unit transfomer in 2013. Data collection done towards 97 respondents and its surrounding others industries segment. The data were collected with questonnaire and analyzed with SPSS ver. 20.0. The results of this study concluded that (1) the brand image positive and has significant impact on purchasing decisions, (2) Price positive and has significant impact on purchasing decisions, (3) product quality positive and has significant impact on purchasing decisions, (4) perceive risk positive and significant impact on purchasing decisions and (5) all of the independent variables (brand image, price, product quality, and perceive risk) have significant positive effect on the dependent variable (purchase decisions). The variables that most influence the purchase decision is price variable, the second is brand image, the third is perceive risk and the fourth is a product quality.   Keywords: brand image, price, product quality, perceive risk and purchase decision

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