Published: 2023-12-01

Pengaruh Harga, Brand Image Dan Keragaman Produk Terhadap Keputusan Pembelian Sabun Mandi Cair Lifebouy di Kota Bandung Bahasa Indonesia

DOI: 10.35870/jemsi.v9i6.1727

Erika Hartina, Arie Hendra Saputro, Dadan Abdul Aziz Mubarok
  • Erika Hartina: Universitas Indonesia Membangun , Indonesia . image/svg+xml
  • Arie Hendra Saputro: Universitas Indonesia Membangun , Indonesia . image/svg+xml
  • Dadan Abdul Aziz Mubarok : Universitas Indonesia Membangun , Indonesia . image/svg+xml
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Abstract

Berdasarkan uraian-uraian diatas dan dari beberapa pendapat ahli, maka adapun tujuan dari penelitian ini adalah untuk mengetahui apakah harga, brand image dan keragaman produk berpengaruh terhadap keputusan pembelian sabun mandi cair lifebuoy di Kota Bandung. Dalam penelitian ini peneliti menggunakan metode penelitian deskriptif dan verifikatif dengan pendekatan kuantittatif, sampel dalam penelitian ini adalah konsumen pengguna sabun mandi cair lifebuoy di Kota Bandung sebanyak 100 orang. Data dalam penelitian ini diolah dengan menggunakan Aplikasi SPSS 29 dengan uji regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial atau uji T variabel Harga berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian, hal ini terlihat dari T hitung 2,462 > 1,984 T tabel dengan tingkat sig 0,016 < 0,05. Variabel Brand Image berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian, hal ini terlihat dari T hitung 2,063 > 1,984 T tabel dengan tingkat sig 0,042 < 0,05. Variabel Keragaman Produk tidak berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian, hal ini terlihat dari T hitung -1,402 < 1,984 T tabel dengan tingkat sig 0,164 > 0,05. Sedangkan secara bersama-sama atau melalui Uji F variabel Harga, Brand Image dan Keragaman Produk secara simultan memberikan pengaruh signifikan terhadap Keputusan Pembelian, hal ini terlihat dari hasil F hitung 6,058 > 3,09 F tabel dengan nilai signifikansi 0,001 < 0,05.

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How to Cite

Hartina, E. ., Hendra Saputro, A., & Abdul Aziz Mubarok , D. . (2023). Pengaruh Harga, Brand Image Dan Keragaman Produk Terhadap Keputusan Pembelian Sabun Mandi Cair Lifebouy di Kota Bandung: Bahasa Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2768-2778. https://doi.org/10.35870/jemsi.v9i6.1727
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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.

  • Issue: Vol. 9 No. 6 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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