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All Journal Ekuitas: Jurnal Pendidikan Ekonomi MABIS: Manajemen dan Bisnis Jurnal Dedikasi Pinisi Business Administration Review Indonesian Journal of Social and Educational Studies Seminar Nasional Pengabdian Kepada Masyarakat INSIGHT: Indonesian Journal of Social Studies and Humanities Ekuitas Jurnal Pnedidikan Ekonomi
Ilham Thaief
Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Pinisi Business Administration Review

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The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar Hasmiati Hasmiati; Ilham Thaief; Muhammad Hasan; Muhammad Dinar; Rahmatullah Rahmatullah
Pinisi Business Administration Review Volume 2, Number 2, September 2020
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v2i2.15785

Abstract

This study aims to determine the effect of brand image and price on product purchase decisions at the Sewing House of Akhwat Makassar. This research is categorized as a type of quantitative descriptive research. The population in this study were all consumers who purchased products at the Makassar Sewing House in July 2019 as many as 101 consumers. Sampling was done by means of purposive sampling of 50 consumers. The method of data collection was done by using interview, questionnaire and documentation techniques. The analysis technique used is multiple linear regression analysis using SPSS 16.0 software. The results showed that the variables of brand image and price partially had a positive and significant effect on product purchasing decisions at the Sewing House for Women in Makassar. Simultaneously, there is a positive and significant influence between brand image and price variables on product purchasing decisions at the Sewing House for Women in Makassar.
Co-Authors Agus Syam Arfawati Arfawati Dian Anugrah sanusi Hasmiati Hasmiati Hendra Jaya Inanna Iwan Suhardi Karmila Karmila Marhawati Muhammad Dinar Muhammad Hasan Muhammad Ihsan Said Ahmad Muhammad Rakib Mustari Mustari Muti Almuna Nur Shofa Rahmatullah Satria Gunawan Z Thamrin Tahir Winda Winda