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Yuni Syahputri
Universitas Medan Area
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THE INFLUENCE OF BRAND IMAGE AND PRICE PERCEPTION ON NIVEA PRODUCT PURCHASE DECISIONS (CASE STUDY AT SMAN I PINTU POHAN MERANTI) Wenny Widiyawati Simangunsong; Yuni Syahputri
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 5 (2025): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i5.741

Abstract

This study aims to determine the effect of Brand Image, Price Perception on the decision to purchase Nivea products on students of SMA Negeri 1 Pintu Pohan Meranti. The sampling technique used in this study is non-probability sampling, namely purposive sampling and the number of samples in this study is 96 consumers who purchased Nivea products. The data analysis technique used is descriptive analysis technique and statistical analysis technique. The method of data collection through distribution, namely conducting searches and distributing questionnaires to consumers of Nivea products. The results of this study indicate that partially the Brand Image variable (X1) has a positive and significant effect on the decision to purchase Nivea at SMAN 1 Pintu Pohan Meranti (Y). Partially the price perception variable (X2) has a positive and significant effect on the decision to purchase Nivea at SMAN 1 Pintu Pohan Meranti (Y). Simultaneously there is a positive and significant influence on the Brand Image variable (X1) and price perception (X2) on the decision to purchase Nivea at SMAN 1 Pintu Pohan Meranti (Y).
Co-Authors Abdul Malik Adelia Winanda Ahmad Rafiki Amrin Mulia Utama, Amrin Mulia Apip Gunaldi Dalimunthe Audi Daulay, Cinthya Bangun, Agnes Mey Delita br Barus, Anjas Rivaldi Beby Suryani Fithri Bobby Umroh Bobby Umroh Eka Dewi Setia Tarigan Erina Novelia Farozi, Muhammad Al Fauzi, M. Fachri Gulo, Priska Silvian Juwita Gultom, Smailisy Haryaji Catur Putera Hasman Hasbiana Dalimunthe Helmi, M. Haivan Hesti Sabrina Ida Royani Ihsan Effendi Indra Sakti Jafar Syahbuddin Ritonga Jafar Syahbuddin Ritonga Jafar Syahbuddin Ritonga Jafar Syahbuddin Ritonga, Jafar Syahbuddin Kasturi, Lukman Firdaus Mahiryahya Khairunnisa, Rizka Rahmadila Khairunnisak Khairunnisak, Khairunnisak Lase, Caroline Stephani Lovisca Stevany Sembiring May Hana Bilqis, May Hana Muhammad Usman Muhammad Usman, Muhammad Noni Noviana Saragih Pane, Goretti Friska Firmawati Patar Marbun Pribadi, Teddy Putra Silaban, Andi Rafiqi Rahmadhani, Sari Nuzullina Rahman, Sayuti Raja Oloan Pasaribu Raudha Anggraini Tarigan Riki Agusetiawan Rini Damayanti Ritonga, Desi Hariyanti Serimin Pinem Siti Alhamra Salqaura Sri Yunita Sugito Sugito Surya Kumar Suryani Fithri, Beby Suryani, Beby Susilawati Susilawati Suswati Suswati Syahputri, Deni T.M. Taslim Teddi Pribadi Tendel, Loy Yesanidio Suka Thariq, Thariq Tohap Parulian Wan Rizca Amelia, Wan Rizca Wenny Widiyawati Simangunsong Windy Sri Wahyuni