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Peran Harga Produk dan Citra Merek untuk Menentukan Keputusan Pembelian Produk Semen Gresik

EBIS: Jurnal Ekonomi dan Bisnis

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Field Value
 
Title Peran Harga Produk dan Citra Merek untuk Menentukan Keputusan Pembelian Produk Semen Gresik
 
Creator Djaelani, Mohammad
 
Subject price
brand image
purchase decision
 
Description Every company is required to increase its sales. This is an effort to maintain business existence in the midst of business competition. The efforts of cement producers to compete in the cement industry are shown by always setting the right price policy‚ paying attention to competitors' prices and developing a good brand image for customers. The company always tries to attract purchasing decisions at every opportunity. The purpose of this study was to determine the role of price and brand image on purchasing decisions for Gresik cement products. The population in this study is Surabaya residents who are consumers of Gresik cement products. The sample of this study used 100 respondents with sampling using accidental sampling technique. This study uses multiple linear regression to analyze the data with the help of SPSS software. This study shows that product prices have a significant effect on purchasing decisions. In addition‚ brand image has a significant role in purchasing decisions. Pricing policy and strengthening brand image are key factors and strategic actions for companies to dominate the target market.
 
Publisher Fakultas Ekonomi Universitas Sunan Giri Surabaya
 
Date 2015-07-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://journal.unsuri.ac.id/index.php/ebj/article/view/96
 
Source EBIS: Jurnal Ekonomi dan Bisnis; Vol. 5 No. 2 (2015): EBIS-Jurnal Ekonomi dan Bisnis (Juli 2015); 1-7
JURNAL EKONOMI BISNIS; Vol 5 No 2 (2015): EBIS-Jurnal Ekonomi dan Bisnis (Juli 2015); 1-7
2809-0713
2088-6152
 
Language eng
 
Relation https://journal.unsuri.ac.id/index.php/ebj/article/view/96/djaelani-artikel
 
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