CITRA MEREK PERSEPSI HARGA DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA MINI MARKET INDOMARET LONTAR SURABAYA

Indriana Kristiawati, Achmad Daengs GS, Ani Herna Sari, Heri Kusyanto
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引用次数: 3

Abstract

The purpose of this study was to determine the effect of brand image, price perception, and customer value on purchasing decisions both partially and simultaneously on the Indomaret Lontar Surabaya Mini Marke. The sample amounted to 94 respondents with a sampling technique used is purposive sampling. while the method of data analysis used multiple linear regression analysis, validity and reliability tests and using the classic assumption deviation test and hypothesis testing. Based on the test results indicate that the simultaneous F variable brand image, price perception, and customer value has positive and significant impact on purchasing decisions at 50.6% which means that purchasing decisions can be explained by brand image, price perception, and customer value of 50.6 %, and the remaining 49.4% can be explained by other variables. Partially based on t test variables in this study have positive and significant price perception which have the greatest influence in the amount of 32.9%, while the lowest brand image has the effect of 7.3%.Keywords: Brand Image, Perception Price, Customer Value , Purchasing Decisions.
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品牌形象客户在INDOMARET LONTAR泗水迷你市场购买决策的价格和价值
本研究的目的是确定品牌形象、价格感知和顾客价值对泗水Indomaret Lontar Mini市场上购买决策的部分和同时的影响。样本共94人,采用的抽样技术是有目的的抽样。而数据分析方法采用多元线性回归分析、效度和信度检验,并采用经典的假设偏差检验和假设检验。根据检验结果显示,同时存在的F变量品牌形象、价格感知和顾客价值对购买决策有显著的正向影响(50.6%),这意味着购买决策可以被品牌形象、价格感知和顾客价值解释,剩余的49.4%可以被其他变量解释。部分基于t检验,本研究变量中价格感知正向显著影响最大,影响量为32.9%,而品牌形象影响最小,影响量为7.3%。关键词:品牌形象,感知价格,顾客价值,购买决策。
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THE EFFECT OF ENTREPRENEURSHIP EDUCATION ON INTERESTS OF ENTREPRENEURSHIP THROUGH SELF AWARENESS IN STUDENTS IN SURABAYA THE EFFECT OF JOB CONDITION, INTERPERSONAL COMMUNICATION, AND PERCEIVED ORGANIZATIONAL SUPPORT ON EMPLOYEE PERFORMANCE OF PDAM COMPANY SURABAYA, INDONESIA THE INFLUENCE OF TRANSFORMATIONAL LEADERSHIP , ORGANIZATIONAL SUPPORT, AND JOB SATISFACTION ON MOTIVATION AND EMPLOYEE PERFORMANCE CITRA MEREK PERSEPSI HARGA DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA MINI MARKET INDOMARET LONTAR SURABAYA PENGARUH EXPERIENTIAL MARKETING, CUSTOMER DELIGHT, DAN KEPERCAYAAN PELANGGAN TERHADAP NIAT PERILAKU PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Bengkel Resmi Yamaha PT. Roda Sakti Surya Megah)
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