PENGARUH HARGA DAN BRAND IMAGE (CITRA MEREK)TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW (Studi pada reseller MS Glow)

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ABSTRAK

Penelitian dirancang mengenai pengaruh harga dan citra merek secara parsial dan simultan terhadap keputusan pembelian produk MS Glow. Penelitian ini termasuk dalam kategori kuantitatif. Variabel penelitian meliputi item independen harga (X1) dan citra merek (X2) kemudian item dependen keputusan pembelian (Y). Skala pengukuran penelitian menerapkan skala Likert. Penerapan ilmu sampel adalah probabilitas sampling. Jumlah sampel berjumlah 72 responden. Penelitian menunjukkan kualitas signifikansi sebesar 0,020 < 0,05 termasuk nilai t hitung yang tinggi dibandingkan dengan nilai t tabel (2,376 > 1,994945) yang memuat penerimaan Ha dan penolakan Ho. Citra merek tetap berpengaruh signifikan terhadap keputusan pembelian menunjukkan kualitas signifikansi 0,000 < 0,05 termasuk nilai t hitung yang tinggi dibandingkan dengan nilai t tabel (6,429 > 1,994945) mencapai penerimaan Ha dan penolakan Ho. Padahal harga dan citra merek mempunyai pengaruh yang signifikan terhadap keputusan pembelian secara bersama-sama. Hal ini dibuktikan dengan ditemukannya signifikansi uji F sebesar 0,000 < 0,05 serta F hitung lebih besar dari F tabel (23,413 > 3,13) sehingga mengakibatkan diterimanya Ha sekaligus ditolaknya Ho.

Kata Kunci : Harga, Citra Merek dan Keputusan Pembelian.

 

ABSTRACT

The study is designed regarding the impact of price and brand image as partial as well as simultaneous on the purchase decision of MS Glow products. The study was categorized as quantitative. Study variables include independent items of price (X1) as well as brand image (X2) then dependent items of purchasing decisions (Y). The study measurement scale implements a Likert scale. The application of the science of the sample is probability sampling. The sample quantity amounted to 72 respondents. The study shows the quality of significance of 0.020 <0.05 including the t value being high compared to the t table value (2.376> 1.994945) containing acceptance of Ha and rejection of Ho. Brand image continues to have a significant effect on purchasing decisions showing the quality of significance 0.000 < 0.05 including the calculated t value being high compared to the t table value (6.429 > 1.994945) reaching acceptance of Ha and rejection of Ho. Even though price and brand image have a significant impact on purchasing decisions together. This is proven by the discovery of the F test significance of 0.000 <0.05 as well as the F count being higher than the F table (23.413> 3.13) resulting in the acceptance of Ha as well as the rejection of Ho.

Keywords: Price, Brand Image and Purchase Decision.