The Influence of Brand Image and Price Perception on Buavita Purchasing Decisions at Alfamart Kemanggisan 2 Jakarta

https://doi.org/10.55299/ijec.v3i1.795

Authors

  • Dave Matthew Ronnie Management Study Program, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
  • Supriyono Supriyono Management Study Program, Faculty of Economics and Business, University of Pembangunan Nasional “Veteran” Jawa Timur, Indonesia

Keywords:

Purchase Decision; Brand Image; Price Perception; Partial Least Square

Abstract

This study aims to determine the effect of brand image and price perception on purchasing decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta. This quantitative method research uses the population of Buavita consumers at Alfamart Kemanggisan 2 Jakarta in the last 3 months. The number of research samples was 99 people who were taken using the non-probability sampling method with purposive sampling technique. The data collection method was carried out through the distribution of conventional questionnaires and was measured using a Likert scale. The analysis used is Partial Least Square (PLS). The results of this study indicate that there is a significant influence between brand image and purchasing decisions also price perception and buying decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta.

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Published

2024-03-11

How to Cite

Ronnie, D. M., & Supriyono, S. (2024). The Influence of Brand Image and Price Perception on Buavita Purchasing Decisions at Alfamart Kemanggisan 2 Jakarta. International Journal of Economics (IJEC), 3(1), 358–365. https://doi.org/10.55299/ijec.v3i1.795

Issue

Vol. 3 No. 1 (2024): January-June (In Press)

Section

Articles
Copyright & Licensing

Copyright (c) 2023 Dave Matthew Ronnie, Supriyono Supriyono

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This work is licensed under a Creative Commons Attribution 4.0 International License.