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Purchase Decision Model Based On Product, Price, And Brand Image In Vaselin Hand Body Lotion
Description:
Purchase Decision Model Based on Prodct, Price, Brand Image on Vaseline Hand Body Lotin in South Tangerang City. This study aims to determine how much influence the Product, Price and Brand Image on the Decision to Purchase Vaseline Hand & body lotion in the area of South Tangerang City. To answer the research hypothesis, data analysis techniques used Multiple Linear Regression Analysis. This study uses primary data with purposive sampling technique, the number of samples used is 170 respondents from Vaseline hand & body lotion. Based on the analysis, it was found (1) the product had a positive effect on the decision to purchase Vaselin hand & body lotion, (2) the price had a positive effect on the decision to purchase Vaseline Hand & Body Lotion, (3) the positive brand image to purchase the decision of Vaseline Hand & Body Lotion, (4) Products, Prices and Image Brands have a positive influence simultaneously on the Decision to Purchase Vaseline hand & body lotion in the area of South Tangerang City. Overall product independent variables, prices, brand image the level of influence in determining very highpurchasing decisions proved R2 value reached 78.4%, while partially Brand Image is an independent variable that has the most dominant influence on purchasing decisions.
Author:
- Jatmiko
- Sugiyanto
- Nurjannah Endah Rahayu
Source:
International Conference on Recent Innovation 2018[/vc_column_text][/vc_column][/vc_row]
