Pengaruh Harga Dan Brand Image terhadap Keputusan Pembelian Konsumen pada Blenger Burger di Tangerang Selatan

The Influence of Price and Brand Image on Consumer Purchase Decisions at Blenger Burger in South Tangerang

Abstract

Blenger Burger as one of the pioneers of local burgers faces increasingly fierce competition with various similar brands. This condition encourages the company to understand the factors that influence consumer purchasing decisions. Price and brand image are important factors in increasing purchasing decisions at Blenger Burger in South Tangerang. This study aims to analyze the influence of price and brand image on consumer purchasing decisions. The study used a quantitative approach with a survey method using a questionnaire to 100 respondents selected using a purposive sampling technique. Data were collected and analyzed using SPSS with validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination tests. The results showed that price and brand image had a positive and significant effect on purchasing decisions, both partially and simultaneously. The R Square value of 0.701 indicates that both variables are able to explain purchasing decisions by 70.1%, while the remaining 29.9% is influenced by other variables outside the study.