Published: 2025-02-01
Pengaruh Citra Merek, Promosi dan Harga Terhadap Keputusan Pembelian Produk Air Minum dalam Kemasan (AMDK) Merek Club di Kota Bandung
DOI: 10.35870/jemsi.v11i1.3672
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Abstract
This study aims to determine how brand image, promotion, and price influence purchasing decisions on Club brand bottled drinking water in Bandung City. Quantitative methods were used in this study, which used descriptive and verification approaches with primary and secondary data. Researchers involved 100 people selected using the Slovin formula from 2,469,589 people. This study shows that elements such as Price, Promotion, and Brand Image have a significant influence on purchasing decisions for Club brand bottled water. According to the data, Brand Image has a significant influence with a tcount value of 2.182 and a significance level of 0.032. Meanwhile, Promotion does not have a significant influence with a tcount value of 1,650 and a significance level of 0.032. In addition, price also has no significant effect on purchasing decisions, as indicated by the t value of 1.137 with a significance level of 0.258. On the other hand, the calculated f value of 9.668 and a highly significant pvalue of 0.000 indicate that these three factors have a significant influence on purchasing decisions.
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Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 11 No. 1 (2025)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jemsi.v11i1.3672
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Asri Tsamrotul Fuadah
Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas INABA, Jl. Soekarno Hatta No.448 Bandung, Indonesia.
Ridho Riadi Akbar
Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas INABA, Jl. Soekarno Hatta No.448 Bandung, Indonesia.
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