PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BUTIK ZARV.ID

Abstract

This study aims to determine how much influence Brand Image and Price on purchasing decisions partially and simultaneously. The population in this research are customers of the zarv.id boutique. The sampling technique used incidental sampling technique with a total sample of 100 respondents. The analytical techniques used are Validity Test, Reliability Test, Classical Assumption, Multiple Linear Regression Analysis, T Test, F Test. The results of this study indicate that the significance of the Brand Image variable 0.040 < 0.05 partially influences purchasing decisions at zarv.id boutiques and the Price Variable of 0.000 < 0.05 partially affects purchasing decisions at zarv.id boutiques. Meanwhile, simultaneously, the Brand Image and Price variables show a significance value of 0.000 <0.05, which affects purchasing decisions at the zarv.id boutique. Zarv.Id Boutique should maintain a commitment that the products offered have a good brand image so that customers continue to buy at the boutique. In an effort to improve Customer Purchase Decisions at Zarv.Id Boutiques, the price must be emphasized again so that it remains affordable by customers and does not reduce the quality of existing products