PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN PEMBELIAN KERIPIK BUAH DI UMKM OLIVIA DI DESA KAMBINGAN KECAMATAN TUMPANG KABUPATEN MALANG)

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ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, harga, dan promosi terhadap keputusan pembelian. Jenis penelitian ini adalah kuantitatif. Metode pengumpulan data menggunakan penyebaran kuesioner. Jumlah sampel sebanyak 100 responden dan diolah menggunakan aplikasi SPSS Statistics versi 16. Berdasarkan hasi Uji Parsial menunjukkan bahwa variabel citra merek tidak berpengaruh signifikan terhadap keputusan pembelian UMKM keripik buah Olivia, variabel harga berpengaruh signifikan terhadap keputusan pembelian UMKM keripik buah Olivia dan promosi berpengaruh signifikan terhadap keputusan pembelian UMKM keripik buah Olivia. Berdasarkan Uji Simultan variabel citra merek, harga, dan promosi berpengaruh secara bersama-sama (simultan) berpengaruh signifikan keputusan pembelian UMKM keripik buah Olivia.

Kata Kunci: Citra Merek, Harga, Promosi, dan Keputusan Pembelian

ABSTRACT

This study aims to determine the effect of brand image, price, and promotion on purchasing decisions. This type of research is quantitative. Methods of data collection using questionnaires. The number of samples was 100 respondents and processed using the SPSS Statistics application version 16. Based on the results of the Partial Test it showed that the brand image variable did not have a significant effect on the purchasing decision of UMKM Olivia fruit chips, the price variable had a significant effect on the purchasing decision of UMKM Olivia fruit chips and promotions had a significant effect on buying decision of UMKM Olivia fruit chips. Based on the Simultaneous Test, the variables of brand image, price, and promotion have a simultaneous (simultaneous) effect on the buying decision of UMKM Olivia fruit chips

Keywords: brand image, price,promotion, and Purchase Decision