PENGARUH CITRA MEREK DAN HARGA TEHADAP KEPUTUSAN PEMBELIAN (STUDI PADA TOKO OISHI PARFUME TUGUMULYO )

Abstract

The purpose of this research is to find out whether there is an influence between Brand Image and Price on Purchasing Decisions. Researchers use a quantitative approach. The population in this research is all consumers who buy at Oishi Parfume Tugumulyo, especially people in Lempuing District. The sample in this research was 130 respondents in Lempuing sub- district using the Purposive Sampling technique by distributing questionnaires using social media such as using media via WhatsApp. The data obtained was then processed using SPSS version 26 tools. Data analysis in this research used the multiple liner regression analysis method.

The results in this research specifically Brand Image has a significant effect on purchasing decisions, while price also has a significant effect on purchasing decisions. In simultaneous testing it can be concluded that Brand Image and Price have a significant influence on Purchasing Decisions at Oishi Parfume Tugumulyo.