PENGARUH CITRA MEREK DAN HARGA TERADAP KEPUTUSAN PEMBELIAN MINYAK GORENG BIMOLI DI MUARA BADAK

Abstract

ABSTRACT

In Indonesia, cooking oil whose raw materials come from palm oil is divided into two, namely bulk cooking oil and packaged cooking oil. Bulk cooking oil is cooking oil that is sold to the market without using a brand and product label which is usually placed in a large plastic container or the like and then sold to consumers in retail.

The objectives of the research to be achieved include 1). To determine the effect of brand image on purchasing decisions on Bimoli Cooking Oil products in Muara Badak, 2). To determine the effect of price on purchasing decisions on Bimoli Cooking Oil products in Muara Badak, 3). To determine the effect of product quality on purchasing decisions on Bimoli Cooking Oil products in Muara Badak and 4). To determine the effect of brand image and price on purchasing decisions on Bimoli Di Muara Badak Cooking Oil products.

The basic theory used in this research is marketing management. The analytical tool used is Multiple Linear Regression, Validity Test and Reliability Test. The type of research used is quantitative research obtained from primary data. With unknown population as the sampling method. The technical analysis in this study was using multiple linear analysis with the help of the SPSS (Statistical Package For Social Science) statistical computer application program.

Based on the results of data analysis and discussion it can be concluded that the results of the study 1). Brand image has a significant positive effect on purchasing decisions because from the analysis the t value is 2.568 with a sig value of 0.012 <0.05, and the regression coefficient has a positive value of 0.197.2). Price has a significant positive effect on purchasing decisions on Bimoli Cooking Oil Products in Muara Badak because from the analysis of the t-count value of 8.169, the sig value of 0.000 <0.05 and the regression coefficient has a positive value of 0.626 and 3). Brand image and price simultaneously affect purchasing decisions on Bimoli Cooking Oil Products in Muara Badak because the calculated f value is 56.855 with a sig value of 0.000 <0.05.