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Zega, Irfan
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Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Effect of Price and Brand Image on Oreo Buying Interest at PT Delada Cahaya Mas Agro Gunungsitoli Zega, Irfan; Bate'e, Maria Magdalena; Zebua, Serniati; Harefa, Idarni
ProBisnis : Jurnal Manajemen Vol. 16 No. 06 (2025): November: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study aims to analyze the influence of price and brand image on consumer purchase intention of Oreo products at PT. Delada Cahaya Mas Agro Gunungsitoli. This research employed a quantitative method with an associative approach. The population consisted of all consumers who had purchased Oreo products, and a purposive sampling technique was applied to select 60 respondents. Data collection was conducted using a structured questionnaire, and the results were analyzed through classical assumption testing, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings reveal that price has a positive and significant effect on purchase intention (t = 2.124 > 1.986, p = 0.036 < 0.05). Similarly, brand image exerts a positive and significant influence on purchase intention (t = 7.770 > 1.986, p = 0.000 < 0.05). Simultaneously, price and brand image positively and significantly affect purchase intention (F = 61.220 > 3.09, p = 0.000). The R² value of 0.476 indicates that these variables explain 47.6% of the variance in purchase intention, while the remaining 52.4% is influenced by other factors. These results highlight the strategic importance of price setting and strengthening brand image in enhancing consumer purchase interest.
Co-Authors Bate'e, Maria Magdalena Harefa, Idarni Serniati Zebua