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Nasrullah Djamil
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InJEBA : International Journal of Economics, Business and Accounting
Published by PT. Basecamp Economics PubMed
ISSN : -     EISSN : 30323754     DOI : 10.5281
Core Subject : Economy, Education, Social,
Economics, Econometrics & Finance Environmental Science Social Sciences Other
InJEBA : International Journal of Economics, Business and Accounting as a scholarly platform dedicated to the exploration and dissemination of cutting-edge research in the domains of economics, business, and accounting. This journal strives to foster intellectual exchange among academics, researchers, and practitioners worldwide, contributing to the advancement of knowledge and practice in these interconnected fields.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
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Search results for , issue "Vol. 3 No. 2 (2025): InJEBA (June)" : 1 Documents clear
The Influence Of Brand Image, Product Quality, And Price Perception On The Purchase Decision Of Jims Honey Products Among Students In Pekanbaru Azahra, Desti Putri; Rachmad, Ferizal
InJEBA : International Journal of Economics, Business and Accounting Vol. 3 No. 2 (2025): InJEBA (June)
Publisher : Basecamp Economics PubMed

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Abstract

This study aims to examine the influence of brand image, product quality, and price perception on the purchasing decisions of Jims Honey products among students in Pekanbaru. Data collection was conducted using a questionnaire. The population in this study consists of students in Pekanbaru. A sample of 100 respondents was selected using purposive sampling. The data analysis employed a quantitative approach with multiple linear regression. The results of the simultaneous test show that brand image, product quality, and price perception collectively influence the purchasing decisions of Jims Honey products among students in Pekanbaru. Furthermore, the partial tests revealed that brand image, product quality, and price perception each have a significant effect on purchasing decisions. The R square value obtained was 0.657 or 65.7%, while the remaining 34.3% is influenced by other variables not included in this study.

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