PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI MEREK NESCAFE

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan harga terhadap keputusan pembelian, baik secara simultan muapun parsial. Penelitian ini menggunakan desain kuantitatif kausal. Subjek penelitian adalah mahasiswa anggota aktif Organisasi Mahasiswa di Lingkungan Fakultas Ekonomi Universitas Pendidikan Ganesha,dengan objek penelitian yaitu citra merek, harga dan, keputusan pembelian. Teknik pengumpulan sampel menggunakan purposive sampling sehingga di dapat sampel sebanyak 100 orang responden. Adapun kriteria dari responden (1) merupakan mahasiswa aktif di Fakultas Ekonomi Universitas Pendidikan Ganesha. (2) aktif dalam organisasi kemahasiswaan di lingkungan Fakultas Ekonomi Universitas Pendidikan Ganesha. (3) pernah mengkonsumsi produk dan produk pesaingnya. Data dikumpulkan dengan menggunakan kuesioner dan dianalisis dengan menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian menunjukkan bahwa: (1) Citra merek dan hargaberpengaruh signifikan terhadap keputusan pembelian produk kopi dalam kemasan siap minum merek Nescafe. (2). Citra merek berpengaruh positif dan signifikan dari terhadap keputusan pembelianproduk kopi dalam kemasan siap minum merek Nescafe(3) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk kopi dalam kemasan siap minum merek Nescafe
Kata Kunci : citra merek, harga, keputusan pembelian

This study aims to determine the effect of brand image and price on purchasing decisions, both simultaneously and partially. This study uses a quantitative causal design. The research subjects were students who were active members of Student Organizations in the Faculty of Economics, Ganesha University of Education, with research objects namely brand image, price and purchasing decisions. The sample collection technique uses purposive sampling so that a sample of 100 respondents can be obtained. The criteria of the respondents (1) are active students at the Faculty of Economics Ganesha University of Education. (2) active in student organizations within the Faculty of Economics, Ganesha University of Education. (3) have consumed the products and products of their competitors. Data were collected using questionnaires and analyzed using multiple linear regression analysis. Based on the results of the study show that: (1) Brand image and price have a significant effect on the purchasing decision of coffee products in packs ready to drink the Nescafe brand. (2). Brand image has a positive and significant effect on the purchase decision of coffee products in ready-to-drink packaging brand Nescafe (3) Price has a positive and significant effect on the purchase decision of packaged coffee products ready to drink the Nescafe brand
keyword : brand image, price, purchase decision.