PENGARUH BRAND IMAGE, PROMOSI, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN : (Studi pada Konsumen Loaf Bun Korean Bakery di Green Lake City, Kota Tangerang) - Resi Aprilyani; Elizabeth Elizabeth (Cahaya Ilmu Bangsa, 2025)
This study aims to determine Brand Image, Promotion, and Price Perception on Purchasing Decisions for Consumer Loaf Bun Korean Bakery in Green Lake City, Tangerang City. This type of quantitative research. Using the Non-Probability Sampling technique. The population in this study is unknown. The sample used in this study was 97 respondents, using the accidental sampling method and using the Lemeshow formula. In this study, data were analyzed using the SPSS version 25 program and Microsoft Excel 2021. The results showed that simultaneously Brand Image, Promotion, and Price Perception had a significant effect on Purchasing Decisions. Partially, Brand Image has a significant effect on Purchasing Decisions, Partially Promotion has a significant effect on Purchasing Decisions, and Price Perception partially has a significant effect on Purchasing Decisions. Penelitian ini bertujuan untuk mengetahui Brand Image, Promosi, dan Persepsi Harga terhadap Keputusan Pembelian pada konsumen Loaf Bun Korean Bakery di Green Lake City, Kota Tangerang. Jenis penelitian kuantitatif. Menggunakan Teknik Non-Probability Sampling. Populasi dalam penelitian ini tidak diketahui. Sampel yang digunakan penelitian 97 Responden, menggunakan metode accidental sampling dan menggunakan rumus lemeshow. Dalam penelitian ini data dianalisis dengan perogram SPSS versi 25 serta Microsoft Excel 2021. Hasil penelitian menunjukkan bahwa secara simultan Brand Image, Promosi dan Persepsi Harga berpengaruh signifikan terhadap Keputusan Pembelian. Secara parsial Brand Image berpengaruh signifikan terhadap Keputusan Pembelian, secara parsial Promosi berpengaruh signifikan terhadap Keputusan Pembelian, dan secara parsial Persepsi Harga berpengaruh signifikan terhadap Keputusan Pembelian.