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All Journal International Journal of Economics (IJEC)
Ronnie, Dave Matthew
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Economics, Econometrics & Finance

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The Influence of Brand Image and Price Perception on Buavita Purchasing Decisions at Alfamart Kemanggisan 2 Jakarta Ronnie, Dave Matthew; Supriyono, Supriyono
International Journal of Economics (IJEC) Vol. 3 No. 1 (2024): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v3i1.795

Abstract

This study aims to determine the effect of brand image and price perception on purchasing decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta. This quantitative method research uses the population of Buavita consumers at Alfamart Kemanggisan 2 Jakarta in the last 3 months. The number of research samples was 99 people who were taken using the non-probability sampling method with purposive sampling technique. The data collection method was carried out through the distribution of conventional questionnaires and was measured using a Likert scale. The analysis used is Partial Least Square (PLS). The results of this study indicate that there is a significant influence between brand image and purchasing decisions also price perception and buying decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta.
The Influence of Brand Image and Price Perception on Buavita Purchasing Decisions at Alfamart Kemanggisan 2 Jakarta Ronnie, Dave Matthew; Supriyono, Supriyono
International Journal of Economics (IJEC) Vol. 3 No. 1 (2024): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v3i1.795

Abstract

This study aims to determine the effect of brand image and price perception on purchasing decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta. This quantitative method research uses the population of Buavita consumers at Alfamart Kemanggisan 2 Jakarta in the last 3 months. The number of research samples was 99 people who were taken using the non-probability sampling method with purposive sampling technique. The data collection method was carried out through the distribution of conventional questionnaires and was measured using a Likert scale. The analysis used is Partial Least Square (PLS). The results of this study indicate that there is a significant influence between brand image and purchasing decisions also price perception and buying decisions of Buavita product at Alfamart Kemanggisan 2 Jakarta.
Co-Authors Supriyono Supriyono