Pengaruh Advertising, Harga dan Brand Image terhadap Keputusan Pembelian Madu Sumber Podang

Serly Triana Pramudita; Endah Kurniawati; Nuril Aulia M

doi:10.61132/maeswara.v3i6.2409

Authors

Serly Triana Pramudita Universitas Islam Kadiri
Endah Kurniawati Universitas Islam Kadiri
Nuril Aulia M Universitas Islam Kadiri

DOI:

https://doi.org/10.61132/maeswara.v3i6.2409

Keywords:

Advertising, Brand Image, Honey, Price, Purchasing Decision

Abstract

This study aims to analyze the influence of advertising, price, and brand image on purchasing decisions for Madu Sumber Podang in Kediri Regency. The research employed a quantitative descriptive approach with a sample of 136 respondents selected through accidental sampling. Data were collected using a questionnaire and analyzed using classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that advertising has a positive but insignificant effect on purchasing decisions. Price has a negative and significant effect, while brand image has a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables have a significant influence on purchasing decisions. The determination coefficient (R²) value of 0,388 shows that 38.8% of the variation in purchasing decisions is explained by advertising, price, and brand image, while the remaining portion is influenced by other variables outside the study. These findings highlight the importance for business actors to improve promotional effectiveness, pricing strategies, and brand image strengthening to enhance consumer purchasing decisions for Madu Sumber Podang.

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