The Analysis of Price Perception and Promotion on Brand Image and Purchasing Decisions

Margana, Dafa Alifvansyah Putra and , Kussudyarsana, S.E., M.Si., Ph.D. (2024) The Analysis of Price Perception and Promotion on Brand Image and Purchasing Decisions. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to analyze the effect of price perception and promotion on brand image and purchasing decisions. The population of the research consists of consumers who has purchased Wedang uwuh MIMIKU products. The method of this study uses a quantitative approach. Data were collected through online survey by purposive sampling. Data analysis in this study was carried out using a structural equation model of Partial Least Square (PLS) 3.2.6. This study found that price, which in this case relates to the high and low or the amount of money spent by consumers to influence a product, can also affect the long-term image. its mean signified that the better the consumer's perception of the price would further increase purchasing decisions. and shows that the online promotion variable on purchasing decisions mediated by brand image has a greater influence than the value of the direct effect of the online promotion variable on purchasing decisions. Promotion, it can attract the attention of potential consumers to buy the products offered by the company. So that cause be better the promotion, the higher the consumer's decision to buy goods. And the last the brand image of the product is good, the consumer will make a purchase of the product.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	price perception, brand image, promotion, purchasing decision
Subjects:	H Social Sciences > HD Management, Business and Labor > Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DAFA ALIFVANSYAH PUTRA MARGANA
Date Deposited:	22 Aug 2024 07:10
Last Modified:	22 Aug 2024 07:10
URI:	http://eprints.ums.ac.id/id/eprint/127646

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