Pengaruh Citra Merek, Promosi dan Harga terhadap Keputusan dalam Membeli Produk Jejahits.id
DOI:
https://doi.org/10.22515/juebir.v3i2.9855Keywords:
Brand image, Promotion, Buying decicionsAbstract
The aim of this research is to analyze the significance of the influence of brand image, promotion and price on the decision to purchase Jejahits.id products among Jejahits.id consumers. The type of data used in this research is quantitative data with the data source used being primary data. The sampling technique used was purposive sampling with a total of 100 respondents. Data collection in this research used a questionnaire. The data analysis technique uses multiple linear regression analysis, t test, F test, and coefficient of determination test (R2). The results of this research obtained the equation Y = 1.92 + 0.306 X1 + 0.187 X2 + 0.618 X3+e. The t test results show that brand image has a significant effect on the decision to buy Jejahits.id products, promotion does not have a significant effect on the decision to buy Jejahits.id products and price has a significant effect on the decision to buy Jejahits.id products. The results of the coefficient of determination show that the brand image, promotion and price factors are 75.5% and the remaining 24.5% is influenced by factors outside the variables studied such as: service quality, location and product quality
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References
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