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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Martabe : Jurnal Pengabdian Kepada Masyarakat NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI Journal of Education, Humaniora and Social Sciences (JEHSS) Pelita Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Accounting and Business Journal International Journal Of Science, Technology & Management (IJSTM) ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Journal of Social Responsibility Projects by Higher Education Forum GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Economics, Business and Management Science Journal Jurnal Ekonomi Proceeding International Seminar of Islamic Studies International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Journal of Artificial Intelligence and Digital Business International Journal of Economics and Management Sciences Smart Dedication: Jurnal Pengabdian Masyarakat
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 Adelia Winanda Ahmad Rafiki Amrin Mulia Utama, Amrin Mulia Apip Gunaldi Dalimunthe Audi Daulay, Cinthya Barus, Anjas Rivaldi Beby Suryani Fithri Bobby Umroh Bobby Umroh Dewi Setia Tarigan, Eka Effendi, Ihsan Eka Dewi Setia Tarigan Eka Dewi Setia Tarigan Erina Novelia Fauzi, M. Fachri Gultom, Smailisy Haryaji Catur Putera Hasman Hasbiana Dalimunthe Hesti Sabrina Ida Royani Indra Sakti Jafar Syahbuddin Ritonga Jafar Syahbuddin Ritonga Jafar Syahbuddin Ritonga Kasturi, Lukman Firdaus Mahiryahya Khairunnisak Khairunnisak Khairunnisak Khairunnisak, Khairunnisak Lovisca Stevany Sembiring Marbun, Patar May Hana Bilqis, May Hana Muhammad Usman Muhammad Usman, Muhammad Noni Noviana Saragih Pribadi, Teddy Putra Silaban, Andi Rahmadhani, Sari Nuzullina Raudha Anggraini Tarigan Rini Damayanti Salqaura, Siti Alhamra Serimin Pinem 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