THE INFLUENCE OF BRAND IMAGE AND PRICES TOWARDS TOOTHPASTE PURCHASE DECISIONS AT MEMBERS OF PT. NATURAL NUSANTARA
Main Article Content
Nur Laelatun Nisa*
Nurminingsih
This study aims to analyze and explain the influence of brand image and price on purchasing decisions of NASA toothpaste at members of PT. Natural Nusantara. The existence of a good brand image certainly has an impact on affordable prices and in accordance with the benefits that affect the purchase decision of a product that consumers will be interested in. This type of research uses quantitative methods, the sampling technique is random sampling, data collection is to spread questionnaires using Google form, collect data from all elements in the population, namely members of PT. Natural Nusantara. The number of samples is 73 respondents. The questionnaire is the main instrument for collecting primary data. Research analysis using SEM-PLS. The findings of this study reveal that brand image has a positive and significant influence on purchasing decisions, while prices have a positive and significant influence on purchasing decisions, and brand image has a positive and significant influence on prices. Based on this research, it can be concluded that this research hypothesis is accepted.
Assauri, S. (2013). Manajemen Pemasaran. Jakarta: Rajawali ... Gramedia Pustaka Utama.
Fandy, T. (2007). Strategi Pemasaran, edisi kedua. Yogyakarta: Penerbit Andi.
Herawati, H., Prajanti, S. D. W., & Kardoyo, K. (2019). Predicted purchasing decisions from lifestyle, product quality and price through purchase motivation. Journal of Economic Education, 8(1), 1–11.
Jogiyanto, H., & Abdillah, W. (2015). Partial least square (PLS) : alternatif structural equation modeling (SEM) dalam penelitian bisnis. Yogyakarta: Andi Offset.
Khasanah, I. (2013). Analisis pengaruh ekuitas merek terhadap keputusan pembelian mie instan sedaap di Semarang. JDM (Jurnal Dinamika Manajemen), 4(1).
Kotler, P., & Armstrong, G. (2008a). Prinsip-prinsip pemasaran (Vol. 12, Issue 01). edisi.
Kotler, P., & Armstrong, G. (2008b). Prinsip-prinsip Pemasaran, jilid 1. Jakarta: Erlangga.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 3.0: From products to customers to the human spirit. In Marketing wisdom (pp. 139–156). Springer.
Safitri, I. (2018). The Influence of Product Price on Consumers’ Purchasing Decisions. Review of Integrative Business and Economics Research, 7, 328–337.
Shirai, M. (2015). Impact of “high quality, low price” appeal on consumer evaluations. Journal of Promotion Management, 21(6), 776–797.
Solihin, D. (2021). The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2).
Stanton, T. K. (1987). Liberal Arts, Experiential Learning and Public Service: Necessary Ingredients for Socially Responsible Undergraduate Education.
Stockist Nasa. (2022). PT Natural Nusantara. https://stockistnasa.com/natural-nusantara/
Vierdwiyani, D., & Syafarudin, A. (2020). Analysis Of Service Quality And Brand Image On Customer Satisfaction Through Purchase Decisions As Intervening Variable (Case Study E-Commerce Shopee At Villa Galaxy Housing Rt 002). Dinasti International Journal of Management Science, 1(6), 802–815.
Wan, F., Williamson, P., & Yin, E. (2019). Enabling cost innovation by non-traditional organizational processes: The case of Chinese firms. Technological Forecasting and Social Change, 139, 352–361.
