Analisis Pengaruh Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Produk Consina di Kabupaten Lumajang

Abstract

In this present age of outdoor equipment business competition is getting tougher. Faced with this competition, forcing CONSINA's product-oriented marketing activities. With a starting point on the views and desires of consumers are always changing, with the company expected to be able to understand what the expectations of consumers are very concerned with the behavior of consumers, one exampleby taking into account the perception of price and brand image provided by the company,The purpose of this study was to determine the effect of the price perception and brand image partially and simultaneously on product purchasing decisions consina in Lumajang. Respondents in this study is that consumers buy products consina in Lumajang, amounting to 45 people. This research method using multiple linear regression analysis. The analysis showed that simultaneous perception of price and brand image significant positive effect on purchasing decisions and in partial perception of price does not affect the purchase decision, while the brand image variables influence on purchase decisions.In this study, obtained by the coefficient of determination (R2) of 0.447 means that the model coefficient of determination nice. This shows that 20.80% CONSINA product purchasing decisions in Lumajang influenced by perceptions of price and brand image. while the remaining 55.3% of purchase decisions are influenced by other variables that are not examined.