Dampak Brand Image dan Harga terhadap Keputusan Pembelian Produk Miniso

Abstract

The economy in the current era of globalization has fierce competition, especially in the business world, where each company moves to continue to make products primarily to meet what is needed by consumers and companies are always innovating to make products that are different from before and from competitors and strive to be superior to other products. This study was conducted with the aim of analyzing the independent variables which include brand image and price variables on their influence on the dependent variable, namely purchasing decisions. This study uses multiple linear regression model and with classical assumption test using SPSS software version 24. Data were obtained primarily by distributing questionnaires to 162 students at Bhayangkara University, Jakarta Raya. This study states that brand image and price variables can partially and significantly influence consumer purchasing decisions positively. The F test explains that the brand image and price variables together can influence purchasing decisions with results showing f-count>f-table.

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