Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Kartu Seluler Simpati Di Sentra Konter Seluler Pasar Senggol Lumajang

  • Achmad Badry Hermansyah STIE Widya Gama Lumajang
  • Fauzan Muttaqien STIE Widya Gama Lumajang
  • Musringah Musringah STIE Widya Gama Lumajang
Keywords: brand image, price, purchase decision

Abstract

This study is a quantitative research by looking for associative relationships that menanyatakan relationship between two or more variables and causality. The study aims to determine the influence of brand image and price to the decision of purchasing cellular card sympathy at cellular market counter of senggol lumajang both partially and simultaneously. This study examined the hypothesis that there was influence of the brand image to the purchase decision, there was influence of price to purchase decision, and there was influence of brand image and price simultaneously to the decision of purchasing cellular card sympathy at cellular market counter of senggol lumajang. The result of the research on #% of respondents by using multiple linear regression analysis is that there is influence of brand image to purchasing decision, there is influence of price to purchase decision, and there is influence of brand image and price simultaneously to decision of purchasing cellular card sympathy at cellular market counter of senggol lumajang . The resulting simple linear regression function is Y = 6,092 + (0,352) X1 + (0,194) X2,The coefficient of determination shows that 26% of purchasing decisions can be explained by independent variables ie brand image and price, while the remaining 74% of purchasing decisions are influenced by other variables not examined in this study. The limitations of this study are to examine brand image and price as a factor influencing purchasing decisions, while other variables that can be purchasing decisions are expected to be examined by later researchers in different periods and places.

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Published
2018-08-24