PENGARUH HARGA DAN MEREK PADA PENGAMBILAN KEPUTUSAN PEMBELIAN SHAMPOO PANTENE SACHET DI TOKO KAHFI KECAMATAN JATIPURA

Abstract

This study aims to identify how much influence price and brand have on purchasing decisions. This research was conducted at the Al-Kafi Store, Jatipuro District. And this research was conducted in October 2021. Sampling in this study was used as many as 50 respondents. This study uses descriptive analysis with a quantitative approach, and to test its reliability using Cronbach Alpha and then the data is processed by Multiple Linear Regression Analysis. Hypothesis testing using the F test and t test with a significant level of 10%. Researchers used SPSS Version 25 tools. From the results of multiple linear regression analysis shows that purchasing decisions are influenced by price and brand variables. The result of determination (R²) uses the adjusted r square value, because it uses regression with more than one independent variable, which is 0.582, which means that the price and brand variables are able to explain purchasing decisions by 58,2% while the remaining 41,8% is influenced by other variables not examined. From the calculation of the F test and t test, it can be seen that the price and brand variables jointly affect purchasing decisions and the dominant variable is the price variable.