<![CDATA[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.]]>
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