Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Produk Make Over Di Aplikasi XYZ (Survey Pada Konsumen Di Kota Pekanbaru)

Abstract

This research aims to determine the influence of brand image and price on purchasing decisions for make over products at Shopee for the 2022 period. With a sample size of 110 consumers. The sampling technique in this research is a purposive sampling technique, namely determining samples based on chance. The type of data used is quantitative descriptive data. Data collection in this research was by means of a questionnaire distributed to 110 respondents. Data processing and analysis uses multiple linear regression with the SPSS version 25 program.

The data testing used is the classic assumption test (validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and autocorrelation test). And multiple linear regression analysis (t test, F test, coefficient of determination (R2). The results of this study show that partially the brand image has a significant effect on purchasing decisions for make over products in the Shopee application, so H₁ is accepted. The partial test shows that the price variable has an effect significantly to the decision to purchase make over products in the Shopee application, H₂ is accepted. Simultaneously it also proves that the value of brand image and price have a significant influence on the decision to purchase make over products in the Shopee application with a significant value of 0.000 < 0.05.

The results of the coefficient of determination test obtained an R value of 0.404 or 40.4% of decisions were influenced by brand image and price variables. Meanwhile, the remaining 59.5% was influenced by other variables that were not studied or outside this research.