PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ORIFLAME DI KOTA DENPASAR

Studi Empiris pada Konsumen Pembelian Produk Oriflame Di Kota Denpasar

  • I Ketut Agus Darmawan Fakultas Bisnis Universitas Triatma Mulya, Badung - Bali
  • Luh Komang Candra Dewi Fakultas Bisnis Universitas Triatma Mulya, Badung - Bal
Keywords: brand image, price, purchasing decisions

Abstract

This study aims to analyze the Effect of Brand Image and Price on Purchasing Decisions of Oriflame Product in Denpasar City. Data collection techniques in this study is the questionnaire. Sampling using a purposive sampling method, the sampling technique is carried out on the purpose and certain considerations of Oriflame product with a minimum age of 17 years old respondents. Data analysis techniques used are descriptive analysis, validity and reliability tests, classic assumption tests, multiple linear regression analysis, and multiple linear regression coefficient tests. The findings of this study are brand image (X1) has a positive and partially significant effect on purchasing decisions (Y) of 0.638. Price (X2) has a positive and partially significant influence on purchasing decisions (Y) of 0.027. Brand image (X1) and price (X2) have a positive and significant effect simultaneously on purchasing decisions (Y) of 0.824. Implications for the company to always maintain and improve brand image and product quality so that purchasing decisions can be maintained properly. With the quality of ingredients and a good perception of the brand image and price, a positive so that consumer purchasing decisions can be maintained properly.

Published
2020-12-18