International Journal of Information System and Innovation Management
Vol. 3 No. 2 (2025): International Journal of Information System and Innovation Management

Brand Image and Pricing as Determinants of Consumer Purchase Decisions

Kusdiana, Yayu (Unknown)
Suryadi, Nanda (Unknown)
Deli, Mazzlida Mat (Unknown)

Article Info

Publish Date
31 Dec 2025

Abstract

This study investigates the impact of Brand Image and Price on Purchase Decisions at Takoyaki Janda, Raun–Raun Food Park, Pekanbaru, using a sample of 67 respondents. Data were analyzed via multiple linear regression, hypothesis testing, and determination coefficient calculation using SPSS 25. Findings reveal that both Brand Image and Price exert significant partial effects on purchase decisions, as well as a significant combined effect. The Adjusted R² of 0.747 indicates that these variables account for 74.7% of the variance in purchase decisions, with the remaining 25.3% explained by factors beyond the scope of this study.

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Journal Info
International Journal of Information System and Innovation Management
Website

Abbrev

ijisim

Publisher

Yayasan Pendidikan Islam Al-matani

Subject

Decision Sciences, Operations Research & Management

Description

International Journal of Information System and Innovation Management (IJISIM) is a scientific journal focuses on Information System, Innovation and Management Sciences. IJISIM is published under Yayasan Pendidikan Islam Al-Matani. IJISIM aims to publish original articles, whether in the form of ...