PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MADAME GIE (STUDI KASUS MAHASIWA/I SEMESTER VII PROGRAM STUDI MANAJEMEN KELAS PAGI T.A 2022/ 2023)
Abstract
The purposes of study were t: 1. Describe brand image, price and purchasing decisions for Madame Gie products (Case Study of Student Semester VII Morning Class Management Study Program Academic Year 2022/2023). 2.Determine the effect of brand image and price on purchasing decisions for Madame Gie products (Case Study Student Semester VII Morning Class Management Study Program Academic Year 2022/2023) either simultaneously or partially. Design research are library and field . The population were students who were active in Management study program in the morning class of semester VII T.A 2022/2023 STIE Sultan Agung, totaling 84 people and the sample was 50 people using the purposive sampling method. This sample was taken among students who were still active in the Morning Class Management Study Program in the first semester T.A. 2022/2023 STIE Sultan Agung uses Madame Gie products. Sources of data are primary and secondary. Data collection by questionnaires, interviews, and documentation. The instrument used the validity test and the reliability test. The analysis technique the normality test, qualitative and quantitative descriptive analysis. The results are : 1. Brand image, price and purchasing decisions for Madame Gie's products are good. 2. There is a positive influence between brand image and price on purchasing decisions of Madame Gie's products either simultaneously or partially. 3. There is moderately high correlation between brand image and price on purchasing decisions either simultaneously or partially. The high and low purchasing decisions of Madame Gie's products can be explained by the brand image and price simultaneously or partially. 4. H0 is rejected, meaning that brand image has a positive and significant effect on purchasing decisions for Madame Gie products (Case Study in Semester VII Students of the Morning Class Management Study Program at STIE Sultan Agung Academic Year 2022/2023) both simultaneously and partially.
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