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All Journal Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen
Winny Gusmiranda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Citra Merek, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Makanan Kucing Merek Cat Choice di Toko Phiko Cat Shop Balikpapan Winny Gusmiranda; Dewi Sartika
Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen Vol. 4 No. 2 (2025): April : Inisiatif : Jurnal Ekonomi, Akuntansi dan Manajemen
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/inisiatif.v4i2.3788

Abstract

This study seeks to examine the influence of Brand Image, Price Perception and Product Quality on Purchasing Decisions, both individually and simultaneously. The research adopts a quantitative approach, utilizing primary and secondary data sources. Primary data were collected through respondents, observations, and documentation, with a sample size of 96 respondents. Data analysis methods include Validity and Reliability Testing, Multiple Linear Regression Analysis and Hypothesis Testing, conducted using SPSS version 20. The findings indicate that: (1) Brand Image, Price Perception, and Product Quality collectively have a significant impact on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (2) Brand Image individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (3) Price Perception individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; and (4) Product Quality individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan.
Co-Authors Dewi Sartika