Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Mie Instan Indomie

Authors

  • Hesti Widyastuti Universitas Duta Bangsa Surakarta
  • Leny Septyawati Universitas Duta Bangsa Surakarta
  • Rayhan Gunaningrat Universitas Duta Bangsa Surakarta
  • R. Taufiq Nur Muftiyanto Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.61132/lokawati.v2i2.654

Keywords:

Brand Image, Product Quality, Price, Purchasing Decisions, Indomie

Abstract

The aim of this research is to evaluate the influence of brand image, product quality and price on purchasing decisions for Indomie instant noodle products. The research method used is quantitative and uses a population of all Indomie instant noodle consumers. A total of 102 respondents from the city of Surakarta were selected as samples using a non-probability method with purposive sampling technique. Data collection was carried out using Google Forms by distributing questionnaires personally. Data analysis uses classical hypothesis testing, multiple linear regression, and hypothesis testing. The results of the F test obtained a calculated F value of 95.866, exceeding the critical value of 2.460, and a significance level of 0.000 < 0.05. It can be concluded that brand image, product quality and price have a significant influence on purchasing decisions for Indomie instant noodles.

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References

Buechari Alma., 2016 Manajeemeen Peemasaran dan Peemasaran Jasa. Bandueng. Alfabeeta

Kotleer, Phillip dan Keevin Lanee Keelleer.(2016). Manajeemeen Peemasaran eedisi 12 Jilid 1 & 2. Jakarta: PT. Indeeks.

Thompson, A. A., & Peeteeraf, M. A. (2016). Crafting and eexeecueting strateegy: thee queeest for compeetitivee advantagee, conceepts and reeadings. McGraw-Hill Eeduecation.

Tjiptono, F. 2015. Strateegi Peemasaran, Eedisi 4, Andi Offseet, Yogyakarta.

Top Brand Aword (2023). Teentang Top Brand Award Miee Instan Dala Keemasan Tahuen 20018-2021. https://www.topbrand-award.com/

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Published

2024-01-09

How to Cite

Hesti Widyastuti, Leny Septyawati, Rayhan Gunaningrat, & R. Taufiq Nur Muftiyanto. (2024). Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Mie Instan Indomie. Lokawati : Jurnal Penelitian Manajemen Dan Inovasi Riset, 2(2), 163–175. https://doi.org/10.61132/lokawati.v2i2.654

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