Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Konsumen

Abstract

Abstract. This research is motivated by the increase in sales of outdoor jacket products due to the phenomenon of young people today who like adventure in nature such as hiking and camping, this is exploited by business people working in outdoor jacket sales, especially Manik Outdoor which still exists and remains consistent until now in running this business. This study also aims to examine how much influence Brand image and Price have on consumer purchasing decisions, especially at Manik Outdoor.

The research method used is quantitative descriptive method. Data collection uses field studies such as interviews, observation, distribution of online questionnaires and literature studies. The technique of determining the sample using purposive sampling. Primary data sources were obtained through questionnaires which were then analyzed by descriptive analysis and quantitative analysis which included validity and reliability tests, classic assumption tests, hypothesis tests, and the coefficient of determination (R2).

The results of this study: show that Brand Image and Price simultaneously have a significant positive effect on purchasing decisions, with the price variable more dominant affecting consumer purchasing decisions at Manik Outdoor. Partially shows that the results of the F test with a value of F_count 48.186 are greater than F_tabel which is 3.11 with a significance of 0.000. Significance values below 0.05 indicate that brand image and price have a positive effect simultaneously on consumer purchasing decisions at Manik Outdor.

Keywords: Brand Image, Price, Purchasing Decision

Abstrak. Penelitian ini dilatar belakangi oleh meningkatnya penjualan produk jaket outdoor karena fenomena anak muda zaman sekarang yang hobi berpetualang di alam seperti mendaki gunung dan camping, hal ini dimanfaatkan oleh pelaku bisnis yang berkecimpung di penjualan jaket outdoor, terutama Manik Outdoor yang masih eksis dan tetap konsisten sampai sekarang dalam menjalankan bisnis ini. Penelitian ini juga bertujuan untuk menguji seberapa besar pengaruh Citra merek dan Harga terhadap keputusan pembelian konsumen, khususnya di Manik Outdoor.

Metode penelitian yang digunakan adalah metode deskriptif kuantitatif. pengumpulan data menggunakan studi lapangan seperti wawancara, observasi,  penyebaran kuesioner online dan studi kepustakaan. Teknik penentuan sampel menggunakan purposive sampling. Sumber data primer diperoleh melalui penyebaran kuesioner kemudian dianalisis dengan analisi deskriptif dan analisis  kuantitatif yang meliputi, uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis, dan uji keofisien determinasi (R2).

Hasil penelitian ini: menunjukkan bahwa Citra Merek dan Harga secara simultan berpengaruh positif signifikan terhadap keputusan pembelian, dengan variabel harga lebih dominan mempengaruhi keputusan pembelian konsumen di Manik Outdoor. Secara parsial menunjukkan bahwa hasil uji F dengan nilai F_hitung 48.186 lebih besar dari F_tabel yaitu 3,11 dengan signifikansi sebesar 0.000. Nilai signifikansi dibawah 0.05 menunjukan bahwa citra merek dan harga berpengaruh positif secara simultan terhadap keputusan pembelian konsumen di Manik Outdor.

Kata Kunci: Citra Merek, Harga, Keputusan Pembelian