PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK AIR MINERAL DALAM KEMASAN MEREK SMS DIKOTA PADANG

Abstract

This study aims to determine the effect of Brand Image and Prices on consumers purchasing decisions on the SMS mineral water products. This research uses accidental sampling technique. The amount of samples used 138 respondents. The data use primary is data through questionnaires. The data analysis method was using descriptive, inferential analysis,multiple and regresion analysis. The hypothesis testing using t-statistical test to prove the influence of brand image and price on consumer purchasing decisions on product SMS mineral water at the city of Padang. The results of this study found that the image of the brand and price have a significant impact on consumer purchasing decisions on SMS mineral water products at the city of Padang.
Keywords: Brand image, Price, Purchase Decision