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All Journal Jurnal Ilmiah Dan Karya Mahasiswa
Wahyu Arya Saputra
Institut Teknologi dan Bisnis Semarang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media

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Pengaruh Harga dan Citra Merek terhadap Keputusan Pembelian Batik di Benang Raja Salatiga Wahyu Arya Saputra; Riyono Riyono; Hesti Ristanto; Ihda Nor Rohmah
Jurnal Ilmiah Dan Karya Mahasiswa Vol. 4 No. 4 (2026): Agustus : JURNAL ILMIAH DAN KARYA MAHASISWA (JIKMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jikma.v4i4.4911

Abstract

This study examines the effect of price and brand image on purchase decisions for batik products at Benang Raja Salatiga, both partially and simultaneously. A quantitative approach with a causal-associative design was applied. Using the Lemeshow formula and simple random sampling, 96 respondents who had purchased batik at Benang Raja Salatiga were selected as the sample. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS. The results show that price has a positive and significant effect on purchase decisions (t = 2.722; sig. = 0.008), and brand image also has a positive and significant effect (t = 6.911; sig. = 0.000). Simultaneously, price and brand image significantly affect purchase decisions (F = 159.314; sig. = 0.000), with a coefficient of determination (R²) of 0.774, indicating that price and brand image jointly explain 77.4% of the variation in purchase decisions, while the remaining 22.6% is explained by other factors outside the model. Based on the standardized beta values, brand image (0.651) has a more dominant influence than price (0.256). These findings imply that strengthening brand image should be prioritized alongside competitive pricing to enhance consumer purchase decisions.
Co-Authors Ihda Nor Rohmah Ristanto, Hesti Riyono Riyono