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All Journal Jurnal Ekonomi, Bisnis dan Sosial
Ani Novita Sari
Universitas Wijaya Putra Surabaya
Economics, Econometrics & Finance

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PENGARUH CITRA MEREK, PERSEPSI HARGA DAN CITRA TOKO TERHADAP KEPUTUSAN PEMBELIAN PUPUK NPK MUTIARA (Studi Kasus Pada Toko Karunia Jaya Desa Randu Padangan) Ani Novita Sari; Subijanto Subijanto
Jurnal Ekonomi, Bisnis dan Social Vol 1 No 2 (2023): JEBS, Juli 2023
Publisher : Fakultas Ekonomi dan Bisnis Universita Wijaya Putra Surabaya

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Abstract

This study aims to examine and analyze the effect of brand image, price perception and store image on buying decision. Sampling technique used was sensus sampling and there are 60 respondent. Data analysis was performed using statistic with SPSS version 26. Based on the results of data analysis using the t test it is known that partially brand image has a significant effect on buying decision, price perception has no significant effect on buying decision while store image has a significant effect on buying decision. And based on the F test simultaneously brand image, price perception and store image have a significant effect on buying decision.
Co-Authors Subijanto Subijanto