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Journal : International Journal of Community Service

The Influence of Brand Image and Price on Purchasing Decisions Teh Pucuk Harum At BORMA Cibaduyut Department Store ( Study On BORMA Department Store Employees & Consumers (Cibaduyut, Bandung) Aditya, Tri Destian; Rachmansyah, Arief
International Journal of Community Service & Engagement Vol. 6 No. 1 (2025): International Journal of Community Service & Engagemen
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijcse.v6i1.2639

Abstract

Study This aims To analyze the influence of the brand's image and price on the decision to purchase Teh Pucuk Harum product at BORMA Cibaduyut Department Store, Bandung. With increasing competition in the tea market packaging Ready drinks, consumers have become more selective in choosing products. The method used in the study is an analysis of multiple linear regression with a sample of BORMA Toserba employees and consumers of Cibaduyut. Analysis results show that the image brand's own influence is positive and significant to decision purchase, with a coefficient regression of 0.662. While that, price also has an effect positive and significant with a coefficient regression of 0.345. The F test shows that, in a way, simultaneous image brand and price significantly influence decision purchases, explaining 54% of the variation in decision purchases. Research This concludes that To increase the decision to purchase Teh Pucuk Harum, the company needs to strengthen its image brands and offer competitive prices
Co-Authors A.A. Ketut Agung Cahyawan W Aasniari, Aasniari Aditya, Tri Destian Afifuddin, Annas Agung, Annisa Tri Kurnia Agus Suharyanto Agustia, Daffa Fadhiel Aji, Muhammad Satria Bayu Akhmad Afandi Al Islami, Auliya Nusyura Alfi Syahr, Enrico Widy Alfianto, Galih Alwafi Pujiraharjo Alya Nurhaliza, Siti Amin Setyo Leksono Aminudin Afandhi Andrianto, Haris Anisa Zairina Anjar Pranggawan Azhari Ansor, Zakaria Al Anthon Efani Ardiyansari, Anisa Oktavia Asyifa, Hira Atikah, Laras Aulia Rizky Akbarrina Auliya, Nisa Bagyo Yanuwiadi Bambang Semedi Bangalino, Arvi Bayuaji, Gerardus David Ady Purnama Chandra, Farhan Prima Darmawan, Wahid Dharmawan, Aditya Leo Dian Novitasari Dirman, Eris Nur Diza, Novia Fara Eko Andi Suryo El Khaldi, Malika Fadh, Ghulam Aghnia Faradita, Putri Agil GITA PERMATA LIANSARI Halim, Lusiani Ferelia Harimurti . Haristama, Iffat Shafwan Harsuko Riniwati Hidayat, Mahesa Hikmawati, Viona Faiqoh Hutama Putra, Made Dwika imaniyah, rifatul Indradi Wijatmiko Iswardhana, Fanny Pramudya Karimah, Maslin Akhlaqul Karl Raffeelino Y.H, Raynard Kartikasari, Retna Ludfi Djakfar M. Hamzah Hasyim Machsusiyah, Firanda Nuriszatul Maharani Pertiwi Koentjoro Marjono Marjono Meisy Putri Rahmawati, Ika Mohammad Bisri Munawir, As'ad Munawir, As’ad Nizar, Faisal Nuddin Harahab Nuraini, Syifa Aulia Pertiwi, Maharani Pramadana, Farhan Prana, Resa Bagus Dharma Prasetyo, Raenal Adji Pratama, Dicky Rosian Pudyono . PUJI LESTARI Pujo Susilo, Ekki Darmawan Purbiantoro, Arie Putra Darajat, Kaka Riyana Putro, Galih Karno Qomariyatus Sholihah Raditya, Achmad Gusti Raehanayati Raehanayati Rahayu Kusumaningrum Rahmadya, Reza Roseno Ratri, Lola Kumala Rifqi, Moch. Fachrur Ruslin Anwar Safitri, Ni Luh Eka Sanjaya, Rofi Trianto Sauri, Sofyan Sjaputra, Rakha Soemarno Soemarno Solimun, Solimun Suhasmoro, Auliyah Rizky Suhendar, Nathaniela Rahmaniya Sukir Maryanto Suwandoko, Adiwena Bachtiar Syam's, Nova Dewi Safitri Tonny Sahusilawane Undiprastya, Guruh Wardhana, Febra Ndaru Widagda, Rahamdhana Purwa Wulansari, Yunita Yulvi Zaika Yuniar Yuniar