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All Journal Jurnal Review Pendidikan dan Pengajaran (JRPP) Indonesian Journal of Social Research (IJSR) Humantech : Jurnal Ilmiah Multidisiplin Indonesia Nautical: Jurnal Ilmiah Multidisiplin Indonesia Studi Akuntansi, Keuangan, dan Manajemen Innovative: Journal Of Social Science Research Human Capital Development
Khalid, Jamaludin
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Human Capital Development

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Pengaruh Lokasi, Persepsi Harga, Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Mixue NISA, KHOIRUN; Khalid, Jamaludin
Human Capital Development Vol 11 No 3 (2024): Human Capital Development
Publisher : Human Capital Development

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Abstract

The aim of this study is to explore how location, price perception, and brand image influence consumers' decisions to buy Mixue products. It was conducted among Mixue product purchasers in March-April 2024 using a quantitative approach. Primary data was collected through a questionnaire using a accidental sampling, involving a total of 100 respondents. The data were subsequently analyzed using the method of analysis with a multiple linear regression model approach. The results suggest that consumers' perceptions of price and brand image affect their purchase decisions individually, whereas location does not. Overall, the study implies that all three factors collectively impact consumers' purchasing choices.
Co-Authors Ardiansyah, Mochamad Fahri Budiono, Aris Fauza, Rheina Gultom, Masrina Hanifah, Annisa Nur Hasudungan, Revalino Tigor Khoirun Nisa Novia Sari Tarigan, Hairani