Pengaruh Brand Image Dan Perceived Price Terhadap Purchase Intention Produk Sedap Kecap Manis Di Kota Bekasi
Abstract
In the sweet soy sauce industry, competition among brands has become increasingly intense. One wellknown product among Indonesian consumers is Sedap Sweet Soy Sauce, which competes directly with
brands such as ABC, Bango, and Indofood. Although widely recognized nationwide, consumer
purchase intention toward Sedap Sweet Soy Sauce in urban areas like Bekasi City displays unique
dynamics. This study aimed to examine the influence of brand image and perceived price on the
purchase intention of Sedap Sweet Soy Sauce in Bekasi City. A quantitative research approach was
employed using a descriptive research method. The population consisted of all consumers of Sedap
Sweet Soy Sauce in Bekasi City. Data were collected through questionnaires and observations. The
sampling technique followed Hair’s recommendation, with a total sample of 110 respondents. Data
were analyzed using multiple linear regression with IBM SPSS Statistics version 29.0. The findings
revealed that brand image had a significant influence on purchase intention, accounting for 64.3%.
Perceived price also had a significant positive influence, contributing 46.2%. Furthermore, brand image
and perceived price simultaneously exerted a significant positive influence on purchase intention, with a
combined contribution of 67.3%, while the remaining 32.7% was explained by other variables not
examined in this study.
Keywords: Brand Image, Perceived Price, Purchase Intention
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
