THE INFLUENCE OF BRAND IMAGE AND PRICE PERCEPTION ON PURCHASE DECISIONS
AbstractThe success of a company is inseparable from the ability of the marketing department to help companies to know the extent to which both the brand and price are well known and perceived by the public. This study aims to examine the influence of brand image and price perception on purchase decisions. The sample size is 87 buyer of motorcycle. Data was analysed by using multiple regression. The result shows that there is an influence of brand image and price perception on the purchase decision.
Online Hotel Booking: The Effects of
Brand Image, Price, Trust and Value on
Purchase Intentions. Asia Pacific Management
Review, 20(4), 210–218.
Hardandy, D.A. & Sri, R.T.A. 2015. Analisis
Pengaruh Kualitas Produk, Persepsi Harga,
dan Promosi Terhadap Keputusan Pembelian
Honda Revo Fit Fi (Studi pada Astra
Motor Ngaliyan Jl. Prof. Dr. Hamka Blok
1 No. 122 Semarang) (Doctoral Dissertation).
Retrieved from http://eprints.undip.
Iryanita, R. & Sugiyarto, Y. 2013. Analisis Pengaruh
Citra Merek. Persepsi Harga, dan
Kualitas Produk Terhadap Keputusan Pembelian
(Studi pada Konsumen Produk ATBM
Pekalongan), Diponegoro Journal of
Management, 2(2), 1–9.
Kartajaya, H. 2010. Brand Operation the Official
MIM Academy Course Book. Jakarta:
Esensi Erlangga Group.
Kotler, P. & Keller, K.L. 2012. Marketing Management
(14th ed). Upper Saddle River,
NJ: Pearson Education.
Copyright (c) 2020 Jurnal Entrepreneur dan Entrepreneurship
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.