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All Journal Motivasi: Jurnal Manajemen dan Bisnis
Muhammad Abdullah
Universitas Nusa Mandiri, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Esensial Brand Image Dan Harga Dalam Membentuk Keputusan Pembelian Konsumen Elzatta di Kota Depok Trinasih; Nayla Alifiandra; Diana Anggraeni; Dita Chairunnisa; Muhammad Abdullah
MOTIVASI Vol. 10 No. 2 (2025): MOTIVASI: JURNAL MANAJEMEN DAN BISNIS
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/mti.v10i2.1111

Abstract

Purpose - This study aims to examine the influence of brand image and price on purchasing decisions for the Elzatta hijab brand in Depok City. Design/methodology - This research adopts a quantitative associative approach to identify the causal relationship between brand image, price, and purchasing decisions of the Elzatta hijab brand in Depok City. Primary data were collected through a questionnaire distributed to 96 Elzatta hijab buyers in Depok. The sample was obtained using non-probability purposive sampling. Data were analyzed using multiple linear regression with the assistance of SPSS version 25. Findings - The results indicate that both brand image and price, either partially or simultaneously, significantly affect purchasing decisions. The relationship between the independent and dependent variables is very strong, with 74.90% of purchasing decisions for Elzatta hijabs in Depok being influenced by brand image and price.
Co-Authors Diana Anggraeni Dita Chairunnisa Nayla Alifiandra Trinasih