Pengaruh Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Indomie Goreng pada Masyarakat Kelurahan Simpasai-Dompu
Keywords:
Price Perception, Brand Image, Purchasing DecisionsAbstract
This study was conducted to analyze the influence of price perception and brand image on purchasing decisions of Indomie Goreng products among the people of Simpasai Village. This study applied a quantitative method, with data collection techniques comprising observation, documentation, and questionnaire distribution. The sample consisted of 100 respondents selected using the incidental sampling technique. Data analysis was carried out through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination testing using the SPSS application. The results showed that price perception partially had a positive and significant effect on purchasing decisions with a significance value of 0.043 < 0.05. Brand image also partially had a positive and significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, price perception and brand image significantly influenced purchasing decisions. The coefficient of determination ($R^2$) was 0.169 or 16.9%, while the remaining 83.1% was explained by other variables outside this study
References
Anisa, A. (2026). Pengaruh Harga Jual dan Kualitas Produk terhadap Keputusan Pembelian Televisi pada Toko Bintang Hiburan Dompu. BERNIAGA : Jurnal Ekonomi Dan Bisnis, 1(2). https://jurnal.mnwtambora.com/niaga/article/view/7/6
Apriyanti, D., Efendi, N., & Djausal, G. P. (2023). FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DI TOKO MM 46 WAY JEPARA LAMPUNG TIMUR Oleh : Ilmu Administrasi Bisnis , FISIP , Universitas Lampung Abstrak. Jurnal Kompetitif Bisnis, 1(10).
Aruan, L. S., Yohana, C., & Yusuf, M. (2021). Peran Merek dalam Bahasa Asing dan Citra Merek terhadap Keputusan Pembelian. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(2), 430–444. https://journal.unj.ac.id/unj/index.php/jbmk/article/view/30100
Feronicha, L. (2024). Pengaruh Kualitas Produk , Harga , dan Citra Merek commerce Shopee. ECo-Buss: Economics and Business, 7(2). https://doi.org/10.32877/eb.v7i2.1600
Ghozali, I. (2016). Aplikasi analisis multivariate dengan program. Edisi Ketujuh. Semarang: Badan Penerbit Universitas Diponegoro.
Habir, H., Zahara, Z., & Farid. (2018). Pengaruh Citra Merek dan Word of Mouth terhadap Keputusan Pembelian Sepeda Motor Yamaha. JURNAL ILMU MANAJEMEN UNIVERSITAS TADULAKO, 4(3), 211–218. https://doi.org/10.22487/jimut.v4i3.123
Iba, Z., & Aditya Wardhana. (2024). Uji Validitas dan Reliabilitas Data Penelitian. Rineka Cipta.
Ilhamalimy, R. R., Ali, H., & Mahaputra, M. R. (2024). Pengaruh Harga , Kepercayaan dan Citra Merek Terhadap Keputusan Pembelian. Jurnal Ilmu Manajemen Terapan (JIMT), 5(5), 314–322. https://doi.org/10.38035/jimt.v5i5
Ismail, A. M., Gemaputri, A. A., & Andini, P. (2023). Pengaruh Kualitas Produk , Citra Merek dan Harga Terhadap Keputusan Pembelian Konsumen di Kopi Male Kabupaten Situbondo. 3(1), 22–30. https://doi.org/10.25047/jmaa.v3i1.71
Jaya, U. A., Ferdiansyah, M., Al, S., Winarni, R., Sanatha, T., Akbar, W., Raspati, G., Fahrurrazi, F., Manajemen, P. S., & Indonesia, U. S. (2025). PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi Pada Toko Oh!Some Living World Grand Wisata Bekasi). MBA Journal: Management, Business Administration, and Accounting Jounal, 02(01). https://ojs.sains.ac.id/index.php/mba-journal/article/view/77/134
Kotler & Amstrong. (2021). Principles of Marketing: Eighteenth Edition.
Kutrami, N. P. A. (2024). Pengaruh harga, citra merek dan kualitas produk terhadap keputusan pembelian produk skincare azarine. Jurnal Ilmu Dan Riset Manajemen, 13(8). https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/5984
Latifah, R. Y., & Vania, A. (2025). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian dengan Citra Merek sebagai Variabel Intervening. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 3(4), 1033–1044. https://doi.org/10.57141/kompeten.v3i4.160
Pratamasari, V. F., & Sulaeman, E. (2022). Pengaruh brand awareness dan brand image terhadap keputusan pembelian. FORUM EKONOMI: Jurnal Ekonomi, Manajemen Dan Akuntansi, 2(2), 422–432. https://doi.org/10.29264/jfor.v24i2.10837
Putri, S. H. D. E., & Asron Saputra. (2023). Pengaruh citra merek, kepercayaan dan kualitas produk terhadap keputusan pembelian pixy two way cake di kota batam. Jurnal Ekonomi & Manajemen Indonesia, 23(2), 60–71. https://doi.org/10.53640/jemi.v23i2.1416
Radina, & Sukmalengkawati, A. (2025). Pengaruh citra merek terhadap keputusan pembelian. Jurnal Ekonomi Bisnis Manajemen Akuntansi (JEBISMA), 3(1), 121–128. https://doi.org/10.70197/jebisma.v3i1.141
Rivai, J., & Zulfitri. (2021). The Role of Purchasing Decisions Mediating Product Quality , Price Perception , and Brand Image on Customer Satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies (JBMS), c, 31–42. https://doi.org/10.32996/jbms
Sugiyono. (2019). Metode Penelitian Metode Penelitian. In Metode Penelitian.
Sugiyono, D. (2017). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.
1.jpg){kind=logo}
