Pengaruh Harga dan Citra Merek Terhadap Keputusan PembelianKonsumen Mie Gacoan Kota Baru Jambi

Abstract

The food industry continues to grow, especially fast food restaurants that use noodles as the main ingredient, one of which is the quite popular Mie Gacoan. This study aims to determine how much influence price and brand image have on consumer decisions to purchase Mie Gacoan at the Kota Baru Jambi branch. The method used is a quantitative approach with a questionnaire technique, namely by distributing 100 questionnaires to Mie Gacoan consumers. The data obtained were then analyzed using SPSS version 26.0 with multiple linear regression methods. The results of the study showed that the partial T test showed that price had a negative and significant effect on purchasing decisions, with a Tcount value (-5.680) < Ttable (1.988) and a significant value of 0.000 < 0.05, and partial image also had a significant effect on purchasing decisions with a Tcount value (7.273) > Ttable (1.988) and a significant value of 0.000 < 0.05. Based on the F test (simultaneous), price and image have a significant effect on purchasing decisions with a calculated F value (47.414) > F table (3.09) and a significance value of 0.000 < 0.05. It can be concluded that price and brand image partially or jointly influence consumer purchasing decisions. Based on the Adjusted R Square (R2) value, it can be seen that price and brand image have a 48.4% effect on purchasing decisions, while the remaining 51.6% is influenced by other factors not examined in this study.