Pengaruh Citra Merek Dan Price Discount Terhadap Keputusan Pembelian Pada Produk “Jims Honey (Studi Kasus Pada Konsumen Jims Honey Di Kecamatan Cikarang Barat Kabupaten Bekasi)
DOI:
https://doi.org/10.31334/jambis.v3i6.3750Abstract
This research uses quantitative research methods. The population and sample amounted to 150 consumers buying Jims Honey products. Based on the research results, the regression equation was obtained, namely Y = 3.078 + 0.610 X1 + 0.604 The research results show that there is a positive and significant influence between brand image (X1) on purchasing decisions (Y) with an R Square coefficient value of 0.299 or 29.9%. The price discount variable shows that there is a positive and significant influence between price discount (X2) on purchasing decisions (Y) with an R Square coefficient value of 0.311 or 31.1%. The brand image (X1) and price discount (X2) variables show that there is a positive and significant influence on purchasing decisions (Y) with an R Square coefficient value of 0.371 or 37.1%. It can be concluded that brand image and price discount partially and together have a positive and significant influence on purchasing decisions when purchasing Jims Honey products in West Cikarang District, Bekasi Regency.
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