Peran Harga Produk dan Citra Merek untuk Menentukan Keputusan Pembelian Produk Semen Gresik
Keywords:
price, brand image, purchase decisionAbstract
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.
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